Will Hopkins (Designer: Twen, Look, American Photographer, more)

If Marianna, Arkansas looks like the kind of place that Walker Evans would’ve photographed, that’s because it is. And it was in that cotton belt town in 1936 that William Paschal Hopkins came to be.Born to Charles, a cotton merchant, and Martha, young Will Hopkins was on a path to follow his father into the cotton business. But thanks to the intervention of a distant aunt, a fashion illustrator in New York City, Hopkins’ parents were persuaded into shipping their creatively-inclined boy off to the celebrated Cranbrook Academy of Art in Detroit.Hopkins became the “Arkansas Traveler.” After school, he took a job at Chess Records in Chicago, designing for the likes of Muddy Waters, Willie Dixon, and Bo Diddley. But soon the road was calling again.“One Sunday afternoon, I’m walking down the street in Chicago. I said to this friend of mine that I was walking with, I said, you know, ‘I’m gonna go to Germany.’”Through a friend, Hopkins discovered Willy Fleckhaus, one of the most innovative, creative, and influential graphic designers in postwar Germany. He knew he had to go.Through his revolutionary work at the magazine Twen, Fleckhaus taught Hopkins everything about the business, including the “12-Part Grid,” his layout innovation that transformed the way magazines were designed.After three years in Munich, Hopkins moved to New York to take the helm at Look magazine. Look enjoyed a spirited rivalry with the more conservative Life magazine, and published hard-hitting stories on civil rights, racism, gay marriage, and the environment. It featured the more cutting-edge design of the two, which Hopkins credits to his implementation of Fleckhaus’s grid system.After Look closed in 1971 (followed by Life in 1972), Hopkins would go on to open his own studio where he continues to run a thriving design business, Hopkins/Baumann, in Minneapolis.After a non-stop, 65-year career in magazine publishing, Hopkins’ memory is rich, but not quite what it used to be. But thanks to his partner in work and in life, Mary K Baumann, who helped to fill in the gaps, we learned why Hopkins seemed to attract magazines with “American” in the title (American Photographer, American Health, American Craft), how to drive a Volkswagen from Chicago to Germany, and about the good old days when art directors got wined and dined by French publishers. A production of Magazeum LLC ©2021–2025