UCDA Origins

This statement of origins was summarized from information provided by UCDA members Lee Kline and Jack Davis.


How an idea among three friends became a source of inspiration to its members.

In 1970, while working as a graphic designer for Illinois State University at Normal, Lee Kline became frustrated by the lack of professional development opportunities available for designers involved in the production of visual communications for educational institutions. At the time, programming provided by the American College Public Relations Association (ACPRA)—later to become CASE—was primarily related to development, fundraising, and alumni interests. The minimal programming that was offered in the publications and periodicals area was not targeted for graphic designers.

When Lee approached ACPRA with his concerns, he received a terse response indicating that the association did not see a need to develop programming for this audience.

Taking matters into his own hands, Lee convinced his friends, Gene Church from Central Michigan University and Charles (Bud) Deihl from Bradley University, to join him in planning a meeting that would bring together designers from educational institutions in the surrounding region. The meeting would offer a brief program of speakers on design topics, but more importantly, would provide an opportunity for designers working in isolation to meet and interact with their peers.

Left: Lee Kline, at work, circa 1970, at Illinois State University at Normal. Right: The first UCDA logo was used in 1973 and phased out around 1977, replaced with a wordmark. The wordmark evolved to a more tightly kerned version in Trajan. In 2008, a logo, derived from the UCDA Award was created, along with a brand identity system.

Illinois State supported Lee’s efforts and provided a budget for postage, food, and facility rental. An ACPRA regional membership list was adapted for the mailing of a letter of invitation to the meeting. Lee organized a program of speakers from the Chicago area which included Susan Keig, director of design for Morton Goldsholl Design Associates; illustrator Franklin McMahon; and a designer from the office of John Massey.

The meeting was held in late winter or early spring of 1971 at a Holiday Inn on Route 66 in Bloomington, Illinois. There were approximately 45 to 55 attendees, mostly from institutions in Illinois, Indiana, Wisconsin, Missouri, Ohio, and Michigan. Participants responded enthusiastically to the speakers and eagerly talked about common situations and problems over lunch. Many designers brought samples of their work to be spread out for general viewing and discussion.

There was overwhelming support for a second meeting and the establishment of a professional organization dedicated to the interests of designers for educational institutions. Discussion ensued on the content of future meetings, possible speakers, questions of legal status, cost of membership, and the development of committees for conferences and competitions. It was decided that the group would be called the University & College Designers Association or UCDA, with CUDA coming in as the second choice. Lee Kline was elected president of the newly formed organization and Bud Deihl was elected secretary/treasurer. Plans were made to incorporate UCDA as a nonprofit and tax exempt association in the state of Illinois.

Left: Randall Cole, Tadson Bussey, and the VANOC design team with the 2010 Winter Olympics torch (Seattle, 2009). Center: Charles Johnson listens to McRay Magelby (Wichita, 1975). Right: keynote speaker Gordon McKenzie (Seattle, 1992).

After one or two informal organizational meetings, the first official UCDA conference was held in St. Louis, Missouri, in November of 1971. The meeting was hosted by Southern Illinois University and took place at the Bel Air Hotel. Entries to the first UCDA competition were judged at the meeting and the results were published in an association newsletter which was distributed in early 1972.

Since 1970, UCDA has grown to an organization composed of more than 1,000 members worldwide and is the first and only association for professionals involved in the creation of visual communications for educational institutions.

For a number of years, the main purpose of the association was to organize an annual conference and design competition for members. In the 1980s, the association experienced a period of rapid growth through a concerted marketing effort that attracted new members, increased member retention, and established a series of important programs for the benefit of the membership.

To ensure the organization’s continuing success, it became apparent by the late 1990s that the model of a dedicated UCDA Home Office would best serve the association and its members. Now led by executive director Tadson Bussey, and assistant director Chris Klonowski, the home office near Nashville is vital to the longevity of the organization.

From the very beginning, UCDA has been guided and directed through the volunteer efforts of members who have participated in the leadership of the association. These individuals have acted with concern and interest for their profession and for their fellow designers to establish new programs and benefits and to expand the professional scope and status of the association.

Left: Eric May hand paints a conference sign (Kiawah Island, 1994). Center: choosing a color and reviewing photos and transparencies. Right: conference attendees pose under the St. Louis Gateway Arch (1993).