I am a San Francisco, California based musician (Tycho) and artist (ISO50). I created the ISO50 site originally to house my design work in a portfolio format but over the years it has grown to encompass a shop, clothing line, and blog. I have spent time as a freelance designer and worked for a few agencies, most notably, perhaps, Adobe. In the end I dropped my freelance practice and went solo to focus on my own design and music. This has given me the chance to delve into the style of design I truly enjoy creating and not be swayed by the various trends that seem to perennially filter the collective output of the design world.

This is not to say that I don't appreciate the freelance design game, to the contrary, this is where I received my education, the trenches of client work definitely played a large part in shaping the way I think about design today. But it was all of the work I did for free, for friends or for my self, that I always felt was the truest expression of my design ideals. It was these works that provided the impetus for creating ISO50 in the first place, and eventually for analyzing the origins of the ideals that are the foundation of my own design style; and finally, discussing them on this site.

I am James

I created the blog portion of ISO50 so I'd have a chance to share my influences and the things that inspire me. Over the years I have collected a lot of amazing examples of design and I will be posting the choice specimens here with my commentary. I am no idealogue, and certainly not an intellectual when it comes to design. I hold no college degrees and have never studied design. I have, however, independently practiced graphic design for almost ten years and at this point I feel I have a good grasp of what types of design I enjoy and what styles inform my own work. Obviously I do a good deal of looking back when it comes to inspiration. I feel the design that blossomed from the Bauhaus movement and came of age in the 1960′s was the Zenith of an art form whose importance would fade away as Television, and later the Internet, took over the reigns of visual communication thus effectively transforming the medium. ...(Suite on ISO50)