The Art of Influence: Michael Vanderbyl Reflects on a Storied Career

Introduction by Kathy and Jim Barbour, Vintners & Owners, Barbour Vineyards

Michael Vanderbyl is one of perhaps eight or nine pioneers who helped create the luxury (cult) wine market niche in Napa Valley. Each pioneer brought fresh ideas to their area of expertise. Michael’s contribution was recognizing the need for more creativity in wine label design and packaging, which essentially lacked branding. Michael’s approach, which was novel then, was to portray the brand’s story on the label. It isn’t easy to imagine now, but back then, wine labels typically featured lots of text, government-mandated language, and maybe a pen-and-ink drawing of a building. Michael has this unmatched ability to quickly grasp the brand story and translate it in an elegant and minimalistic way that exudes sophistication. If not for him, I don’t think the luxury wine market would be where it is today.

You have worked with many types of design, from identity and interiors to textiles and product design. What is your favorite type to work with?

I like them all because even though they are different forms, they influence each other… 2D influences the 3D and vice versa.

Who is or was your greatest mentor?

Massimo Vignelli and G. Dean Smith. G. Dean Smith was my first employer in San Francisco. He was a great designer and a great businessman. Massimo Vignelli was my sponsor for AGI.

Who were some of your most significant past influences?

Past influences would be the Bauhaus and Push Pin Studios: an odd combination, almost polar opposites.

Who among your contemporaries today do you most admire?

I have many, but the designers that blow me away the most are Paprika out of Montreal, Canada. The breadth of their work is powerful and elegant.

Who have been some of your favorite people or clients you have worked with?

It’s a long, ongoing career, but Doug Tompkins, who was the head of Esprit, and David Feldberg, the head of Teknion and a client for nearly 30 years, for whom I’m still doing work.

You are also an educator who has worked as a visiting instructor at many national universities. Which school is the most memorable and why?

I spent many years as dean of the School of Design at CCA (California College of the Arts in San Francisco), where I helped develop the design curriculum in graphic design, fashion, industrial, digital design, and illustration.

As a member of AGI, how did you become a member? What does being part of that organization mean to you?

Massimo Vignelli was my sponsor; the organization has been very influential in my life and career. You become friends with people who are your heroes.

How do you define success?

I think happiness is the definition of success.

What would you change if you had to do it all over again?

Nothing. The path has been a fantastic adventure.

Michael Vanderbyl has achieved international prominence as a design practitioner, educator, and advocate. In 1973, he established Vanderbyl Design, working across the spectrum of print, digital, interiors, and product design. In 1987, he was elected to the Alliance Graphique Internationale (AGI). In 2000, he received the AIGA Medal and, in 2012, was inducted into Interior Design Magazine’s Hall of Fame. Michael received the Lifetime Achievement Titan Award from the International Interior Design Association (IIDA) in 2014. As an educator, Michael acted as dean of the School of Design at California College of the Arts (CCA) and has taught for over 30 years. Michael continues to practice, seeking out old and new clients across a wide range of enterprises who can benefit from good design.

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