POSTER ARTIST | MICHAEL SCHWAB
You’ve seen them all across San Francisco in recent weeks — striking posters featuring a wavy-haired female vocalist silhouetted against a fiery orange background. The image for this year’s Fillmore Jazz Festival poster and street banners was created by Marin artist Michael Schwab, one of the country’s leading graphic artists. His dynamic posters and logos for the Golden Gate National Parks, Major League Baseball, America’s Cup, Amtrak, Robert Mondavi, Peet’s Coffee, the San Francisco Opera and Nike, among many others, are icons of our time. Schwab talked about creating his third Fillmore jazz poster with ARThound editor Geneva Anderson.
What makes a really effective poster? And why are so many posters today so bad?
Simplicity. There’s way too much visual noise out there. Graphic messages are conveyed much more effectively when the design is simple, bold and efficient.
You’ve had a long involvement with the Fillmore Jazz Festival. What is it about jazz that lends itself to visual expression?
I love all kinds of music, but jazz in particular inspires me. I love this project because I’ve had complete freedom to do whatever I want. The bass player I created eight years ago was my first Fillmore jazz poster and I envisioned him as a Ray Brown-like bass player. If you’re driving down the street, you’ve only got a second or two to get the message, so I wanted to evoke the romance and history of jazz in the Fillmore. Four years later they called me again. At the time I was really into Miles Davis and was playing Ascenseur pour l’échafaud, his soundtrack for the Louis Malle film, a lot. I made a Miles Davis-esque horn player. I wanted a really cool color so I went with a deep blue that evokes that late evening jazz atmosphere that’s so special on Fillmore. Now, four years later, I realize I’ve been slowly creating my own jazz band. It was time for a singer — and a woman.