Hugo Puttaert (°1960) is a graphic designer, curator, professor, and critical writer based in Antwerp and Brussels, where he runs his studio visionandfactory. Initially trained in fine arts and art education, he became fascinated by the intersection of art and design, gradually shifting to an independent design practice. His studio is known for its unconventional approach, combining strategic, conceptual, and visual research to challenge conventional design thinking.

With a strong humanistic and artistic perspective, Puttaert has organized Integrated Conferences (deSingel, Antwerp), curated exhibitions, published Addmagazine, and led numerous workshops. He actively collaborates with colleagues, students, and designers and has authored or contributed to several books on visual culture and graphic design.

In 2014, Think in Colour, a book on 25 years of visionandfactory, was published by MER Paper Kunsthalle. In 2024, he launched Geometrically Speaking, a reflection on logo design featuring nearly a thousand logos by his studio. This book marked the beginning of Not Yet. Publishers, driven by the idea that graphic design plays a vital role in shaping our visual culture. Often behind the scenes, designers contribute to its dynamism and innovation. As a non-profit independent publishing house, Not Yet. Publishers seeks to deepen this understanding by publishing works on graphic design, practice-based research in art and design education, and hybrid collaborations where designers act as initiators or curators.

As a professor at St-Lucas School of Arts (Antwerp), he focuses on integrating critical thinking into design education. He supervises master’s students, coordinates the graphic design studio, and previously led the graphic design department. He has taught at La Cambre (Brussels) and the Plantin Institute of Typography (Antwerp) and has conducted workshops and master classes at institutions such as OTIS (Los Angeles), Ringling College of Art & Design (Sarasota), Aalto University (Helsinki), Marmara University (Istanbul), and the Royal Academy of Arts (The Hague). In 2021, he launched "Unfollow the Leader", an educational project in which students critically examine the recent history of graphic design, challenging dominant narratives, media influence, and the culture of validation.

Despite his ambivalence toward the spotlight, Puttaert has lectured worldwide, from Amsterdam and Berlin to Los Angeles and Istanbul. As the organizer of Integrated Conferences, he rejects traditional branding: “The concept is that there is no concept. Each edition is redesigned from scratch, emphasizing transition rather than consistency. Our society is over-branded. Sometimes, the best design decision is not to rebrand at all. We hold up a mirror to designers: stay sharp, innovate when necessary, and question the status quo. Because slick design is boring.”

Visionandfactory has worked for, among others: Arctic Paper, Arjowiggins, Beursschouwburg, Brussels Airport Company, C-Cure, Contrapunt, Cultuurcentrum Hasselt, Cultuurnet, Design Flanders, Dolmen, Eflavours, Erfgoedwijzer, Fedma, Flanders DC, Fonteyn Wouters, FontShop International, Galerie De Ziener, GPG Papier, Graphius, Greenpeace, Ingram Micro, Intensia, KunstenFestivaldesArts, KMSKA Antwerp, Kaaitheater, Kristof De Clercq Gallery, KU Leuven, Lannoo, LCI Technology Group, Literarte, Living Tomorrow, MAP Group, Muxum, NMBS Holding, Paper Chain Forum, Papyrus international, Prevent, Prospekta, Rode Kruis Vlaanderen, Sappi Europe, SOS Kinderdorpen, Stora Enso International, Swift, Stichting Stad & Architectuur, United Distillers, University of Antwerp, Van Reybrouck Accountants, Vlaams Architectuur Instituut, Vlaams-Nederlands Huis deBuren, Vlaamse Opera, Vlaamse Landmaatschappij, Voka, Vlaams Netwerk van ondernemingen and WWF.

Staff and trainees over the years (in alphabetical order): Stefan Algoet, Sofie Apers, Els Bauwelinck, Imane Benyoussef, Lies Bosman, Christophe Clarijs, Kurt Cornelis, Jelmer Dam, Kris De Bruyne, Gerda De Ceukelaire, Hilde De Ceukelaire, Isabelle De Graeve, Ellen De Jong, Ilka Deltrap, Arne De Schouwer, Tom De Smedt, Stijn Druyts, Michel Elands, Katleen François, Joeri Gielis, Kathrin Gleidner, Nico Goossens, Patrick Hannaert, Tom Hautekiet, Christophe Heylen, Philippe Hulet, Johan Jacobs, Maryvonne Jacobs, Dave Jans, Dimitri Jeannottat, Nathalie Kronal, Jan Lemaire, Marcel Lennartz, Christophe Liekens, Linde Luyten, Katrien Malfroid, Jelle Maréchal, Kim Matthé, Marjeta Morinc, Chiara Mutticelli, Tom Nulens, Camille Oberlé, Lorine Perrin, Nico Potvin, Nico Rein, Ronny Reuman, Elke Scholliers, Thomas Schoofs, Sebastiaan Smets, Sean Loring Smith, Tom Suykens, Winnie Tsjang, Roel Van Bouwel, Joris Van de Perre, Johny Van de Vyver, Bavo Van Hecke, Tom Van Iersel, Mark van Varik, Bart Verbist, Thomas Verlinden, Elise Verstraete, Pieterjan Volckaert & Fenna Zamouri.

This website is the fifth in the history of visionandfactory. It was designed and developed by Matthias Deckx, who combines thoughtful and functional design with state-of-the-art technology. However, you won't find any spectacular and slick mock-ups here - HP hates that, even though all their work has been digitally designed since the studio was founded in 1990.

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