Feminism in Graphic Design
Graphic design is more than just aesthetics—it's a reflection of society, culture, and values. Feminism in graphic design represents a movement towards equality, challenging long-held gender norms and creating visuals that promote inclusivity and diversity. From advocating for gender parity within the design industry to questioning how women are portrayed in media, feminism has had a profound influence on how design communicates and whom it serves.
A Brief History of Feminism in Design
The conversation about gender inequality in graphic design began to gain momentum in the late 20th century. While the design industry had long been dominated by men, women designers like Paula Scher, April Greiman, and Susan Kare began to challenge the status quo. Their contributions to typography, digital design, and branding shifted the focus from the male-dominated narrative to one that embraced female voices, visions, and experiences.
Feminist design has historically sought to disrupt stereotypes and encourage critical reflection on the way women are represented in visual media. The 1970s, a crucial period for second-wave feminism, saw an increase in female-led design movements that questioned the hyper-sexualization of women in advertising and the often limited roles women were depicted in. Designers like Sheila Levrant de Bretteville used their work to spark dialogue about the relationship between gender and design, shifting the visual conversation in new, important directions.
Gender Representation in Design
One of the core ideas behind feminist graphic design is the need for fair representation. Throughout history, advertising, marketing, and media have often reinforced damaging stereotypes about women. They were portrayed as caregivers, homemakers, or objects of beauty, rarely as independent or strong figures. Feminist designers, however, strive to create images that reflect women in diverse roles: as leaders, innovators, and individuals who defy these outdated archetypes.
Right: “Up off your knees, girls. Shinyl Vinyl, the no-wax floor, is here.”, Congoleum flooring, 1970s
Image Sources: Rare Historical Photos 2024 (29/09/24)
Take a look at Dove’s "Real Beauty" campaign, a prime example of a feminist approach to design. It challenged traditional notions of beauty by featuring women of all shapes, sizes, and ages. This campaign didn’t just sell a product; it started a conversation. The design used bold, confident visuals to portray real women, breaking away from the typical fashion industry’s unrealistic standards. It was a breath of fresh air that showed how feminism in graphic design could lead to a more inclusive portrayal of women in the media.
Dove’s 20-Year Campaign in 2024 | Image Source: © 2024 Campaigns of the World® (26/09/24)
Another example is the "This Girl Can" campaign by Sport England, which aimed to break the stereotype of what a "fit" woman looks like. Using powerful typography and raw, authentic photography, the campaign celebrated women of all shapes and fitness levels, not only promoting exercise but doing so in a way that felt empowering rather than critical or judgmental. These campaigns remind us that design isn’t neutral—it either reinforces or challenges societal norms.
“This Girl Can” by Sport England Campaign in 2017 | Image Sources: Sport England (29/09/24)
Feminism and Inclusive Design
Feminism in design doesn’t stop at gender representation. The feminist approach often advocates for inclusivity on a broader scale—taking into account race, class, disability, and sexual orientation. As the design industry continues to evolve, feminist designers emphasize the importance of intersectionality, meaning that designs should reflect the varied, overlapping identities of real people.
A good example of intersectional feminist design is Nike’s Pro Hijab campaign. It featured a performance hijab for female Muslim athletes. The imagery was both empowering and inclusive, breaking away from traditional Western standards of beauty while advocating for a more diverse understanding of what women athletes look like. This kind of campaign challenges the narrow lens through which women have historically been represented, making room for different cultures and identities in mainstream media.
Nike Hijab Campaign / Zeina Nassar on Instagram (20.02.2019) | Image Source: Instagram/@zeina.boxer (26/09/24)
Feminist Typography and Aesthetics
Typography plays a critical role in how feminist design is communicated. Bold, unapologetic fonts often embody the values of strength and empowerment, while more delicate fonts may be used to convey softness and complexity—feminism isn’t monolithic. A powerful example of feminist typography is the work of Paula Scher, a designer who has often used oversized, striking type in her posters and branding efforts to demand attention and subvert traditional hierarchies of design.
"The Public Theatre" Posters by Scher | Image Source: Medium/Analyzing Paula Scher’s Design Process (26/09/24)
At the same time, subtle design choices like color can also contribute to a feminist visual language. The color pink, for instance, historically associated with femininity, has been reclaimed in feminist design, but often with a twist. It’s no longer just a symbol of "girliness"; in the hands of feminist designers, it can represent power, rebellion, and pride.
The Feminist Designer’s Role in the Industry
Being a feminist designer also means advocating for change within the industry itself. Graphic design, like many other creative industries, has struggled with gender parity. Women, especially women of color, are underrepresented in leadership roles at top design agencies and firms. Feminist graphic designers aren’t just changing what we see—they’re also pushing for structural changes within the industry to ensure more equitable opportunities for all designers.
Examples of Feminism in Graphic Design
One powerful example of feminist design is Womankind, a magazine that is designed for women but without the usual gendered advertising. Its minimalist aesthetic and thought-provoking visuals are a feminist response to the over-sexualization and commercialization of women's magazines. Womankind seeks to create a space for intellectual discourse, rather than reinforce superficial gender norms.
Another example is "Girls Who Code," an organization that encourages young women to pursue careers in technology. Their visual branding uses bold, modern typography and empowering imagery of young women engaged in tech, breaking the stereotype that tech is a "male" field.
Even the resurgence of feminist zines, like Riot Grrrl in the 90s, shows how grassroots design movements can have a massive cultural impact. The DIY, lo-fi aesthetic of these zines has influenced both modern graphic design and feminist movements, showing that accessibility in design can be a powerful tool for social change.
Riot Grrl Fanzine Cover, around 1991 / Courtesy The Riot Grrrl Collection, New York University Special Collections | Image Source: Historylink.org (26/09/24)
Feminism in Design is Just Getting Started
Feminism in graphic design is an ongoing movement that challenges both the design industry and society’s broader gender norms. From creating more inclusive and diverse visuals to pushing for equity within the profession, feminist design aims to represent all women, not just the few who fit within outdated stereotypes. As we move forward, it's important to continue questioning the narratives being told through design and to work towards more equal and diverse representation. After all, the power of design lies in its ability to shape perception—and feminist designers are leading the charge in shaping a more inclusive future.
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