Hugo Puttaert (born 1960) is a graphic designer, curator, educator and critical writer based in Antwerp and Brussels. His work spans graphic design, publishing, education, and visual culture, combining strategic, conceptual, and visual research to challenge traditional design thinking.

Initially trained in fine arts and art education, Puttaert became fascinated by the intersection of art and design, gradually developing an independent design practice. His studio, visionandfactory, has become renowned for its unconventional approach to graphic design, combining research, experimentation and a strong humanistic and artistic perspective.

Over the years, he has organised the Citype and Integrated Conferences at deSingel in Antwerp, curated exhibitions, published Addmagazine, and led numerous workshops and masterclasses. He collaborates actively with colleagues, students, artists, 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 published Geometrically Speaking, a reflection on logo design featuring almost a thousand logos produced by his studio. The book also marked the beginning of Not Yet. Publishers, an independent, non-profit publishing initiative founded by Puttaert in Brussels. This initiative focuses on graphic design, practice-based research in art and design education, and hybrid collaborations in which designers act as initiators, curators and critical voices.

Hugo Puttaert taught at the St. Lucas School of Arts in Antwerp from 1990 to 2026. During this time, he worked in graphic design education, supervised master's students, and coordinated the graphic design studio. He had previously led the graphic design department and co-founded the YellowPress publishing platform. He continues to teach at the Plantin Institute for Typography in Antwerp.

In 2021, he initiated an educational project in which students critically examined the recent history of graphic design. They questioned dominant narratives, the influence of the media, and the culture of validation. This resulted in Unfollow the Leader, a book that brings together student work and critical reflections on the current graphic design landscape. Published by Not Yet. Publishers. The book was presented in spring 2026 alongside the Embrace Friction exhibition.

Despite his ambivalence towards the spotlight, Puttaert has delivered lectures internationally, in cities such as Amsterdam, Berlin, Los Angeles, and Istanbul. As the organiser of the Integrated Conferences, he rejected traditional approaches to 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, Julia Ceniviva, 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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