Ed Penniman

Ed Penniman

Ed Penniman,
401 Center Street

Capitola, CA 95010
(831) 462-2333


Present: Painter, author, Marketing Design consultant.




Fine Artist, Curator

Former two-term Art League President and resurrected the Art League’s California Statewide Landscape exhibit to reflect the first statewide exhibit, started by his grandmother in 1926. Served as Director and Principal Curator. Juror selection, principle fundraiser, editorial, catalog, and advertising design, host and awards presenter. It was my vision and goal as the curator to obtain nationally known art figures as jurors and raise respect for the organization, gain wider recognition and increase funding.


77th Annual, Revisiting the Romance of the California Landscape,

Curator: Ed Penniman, Juror Mark Farina and Ed Penniman,


78th Annual

Poetry Without Words

Jean Stern; Curator, Irvine Museum


79th Annual

Irreplaceable Places

Juror: Kevin Macpherson, Artist


80th Annual

Natural Treasure

Richard Mayhew, National Academy of Design


81st Annual

Earth Portraits

Scott A. Shields, Curator Crocker Museum


82nd Annual

Color and Light

Nancy Boas, Former Adjunct Curator of American Paintings the Fine Art Museum San Francisco; DeYoung Museum and the Palace of the Legion of Fine Arts


83rd Annual

Incredible Places

Juror: Michael Zakian, Curator, Weisman Museum


84th Annual

In a Golden State

Juror: David A. Leffel, Painter, Educator.


85th Annual

West Coast Color

René deGuzman, Curator, 
Oakland Museum


86th Annual

Land and Sea

David Gallup, Painter, VP California Art Club


87th Annual


Frank Galuska

Artist/Professor, the University of California at Santa Cruz


88th Annual

California Landscapes

Ed Penniman, Painter


89th Annual

California Landscapes

Ed Penniman, painter


90th Annual

Connecting with the land


91st Annual

Carolyn Lord, Painter







2007- 2014
Ed Penniman Design
Creative Director and Design Consultant
Capitola, California

Most of my work currently is by referral. Companies who have the need for my consultation services contact me. I specialize in the research, design, and production of corporate and brand identity, food packaging, wine label packaging, sales support materials, and marketing communication.  I design user interface for websites. I work with many wineries that are members of the Santa Cruz Mountains Wine Growers Association. I have several national accounts.

National Semiconductor Corporation
Graphics Manager
Santa Clara, California

National Semiconductor Corporation hired me to head the graphics department and manage the corporate brand identity and projects for the major divisions. My scope of work entailed tracking the progress of over 450 active projects in various stages of completion. The graphics budget exceeded four million dollars. This included the annual report; various high quality sales support materials, advertising, and division sales motivation presentations.

I participated in creative direction of national advertising for product groups, various technical newsletters, trade show exhibits, sales incentive programs and themes, employee training, motivation and quality standards achievement.

I assisted in the planning and design of annual reports as well as corporate identity design systems for corporate worldwide implementation

Ed Penniman and Associates, Advertising Design
Design and Creative Director
Santa Cruz

This company was the first design office in Santa Cruz with a full-time staff including designers, production artists, account representatives, and an office manager. Many award-winning designs and advertising pieces were created. The work was featured in Communication Arts magazine. The client list included Weyerhaeuser, Castle and Cooke, Pacific Plantronics, Del Monte Properties, Measurex Corporation, Bargetto Winery, J.C. Paper Company, and many others.

Produced product and service literature, point of sale materials, and exhibit design for national trade shows, package design, and corporate identity programs. Completed over 150 medium-sized identity programs.

S & O Consultants, Marketing Design
Design Director
San Francisco

Initially hired to head up a new department, which would focus on creating corporate identity programs. This division called Impact was never developed. Corporate identity work and national and international package design development. Work included multi-lingual packaging design presentations and art direction of food photography.

Marketing communication and corporate identity materials for Bank of America subsidiaries, Bruner’s Furniture, Bell Savings and Loan Association, and some other smaller entities.

Packaging design work included wine labels for Lejon Brandy, Inglenook and Italian Swiss Colony Wine. Product line design work included XLNT, Ore-Ida, Armanino Farms and Ocoma Frozen Foods lines.

Robert Miles Runyan and Associates, Design
Design Director
Los Angeles

Corporate identity, sign system design, annual reports, product catalogs, collateral materials and some special projects.

Clients served were Litton Industries, Republic Corporation, Teledyne Corporation, Kauffman and Broad, Inc., Isbransen Steamship Lines, Microdot and Whittaker Corporation.

Carson-Roberts Advertising
(Now Ogelvy-Mather Advertising)
Art Director
Los Angeles

Responsible for advertising concepts, art direction of magazine, and TV advertisements.

Clients included at that time Mattel Toys, Baskin-Robbins, Max Factor, Cole of California, Hartog Sportswear, White Stag Sportswear, Jansen Sportswear, Renaud Sunglasses, Rainier Beer, Nalley's Fine Foods, Revlon, Packard-Bell, Tillie Lewis Diet Foods, Singer Sewing Machines, and Hawaiian Cement Corporation.


Chouinard Art School of California Institute of The Arts, Bachelor of Fine Arts/ Advertising Design. Postgraduate work at UCLA and UCSC.

UCSC, Outdoor Painters Project


  • American Institute of Graphic Arts. Gold Medal, 50 Best Designed Books of the Year.

  • International Typographic Composition Association, Gold Award, Best of Show.

  • Chouinard Art School. Letter of Appreciation the Dean and Chairman of the Design Department

  • San Francisco Art Directors Club. Certificate of Distinction

  • Communication Arts Magazine. Award of Excellence, 674 occasions

  • Bookbuilders West. Award of Excellence

  • Business Marketing Assn. Beacon Awards three occasions (Brand Identity, Corporate Identity, Business to Business Advertising).

  • Best Of Show, Orange County Fair, Wine Label Design: Bargetto, LaVita.


  • Communication Arts Design Annual 1973, 1974, 1975, 1976, 1977 Design Work Shown.

  • Communication Arts Magazine, 6-page feature article with samples of design work.

  • Print Magazine, article with samples of design work.

  • Idea Magazine (Japan), special issue on American Trademark Designers. Article with samples of design work.

  • Trademarks of the World, Published in 1986 Japan, Feature article with 38 samples of trademark design work.

  • Many newspaper articles/ interviews in Santa Cruz and Santa Clara County: My art and my life.


  • University of California Santa Cruz, Baskin School of Engineering, The history of American Branding.

  • The National Steinbeck Center, Salinas Valley Art Assn., How art defined and saved my life.

  • Christian Businessmen’s Association: How disability built my faith

  • Soroptimist Club of Santa Cruz: My art and my life.

  • Rotary Club of Santa Cruz: How art defined and saved my life.

Published Articles

  • Published book of poems and Prose: In Memoriam Innocentium.

  • Wrote and published weekly column on the arts 56 issues: The Local Art Scene, Capitola Times.

  • Published book on experiences in rehabilitation after quadriplegia: You are up to you, Redefining ones Personae after disability and trauma. Amazon Books

Television and Radio Appearances and Productions

  • Co-host for Inside Santa Cruz on Community Access Television, Channel 27. Over 200 television segments featuring the Visual, Literary, Culinary arts in Santa Cruz County.

  • Interview KSBW Channel 8, Arts segment presented information about my art and experiences.

  • Interview:  West Valley College TV: Arts segment presented information about my art and experiences.

  • Art Studio, Hosted by Kirby Scudder: My vision as a Curator of Art Exhibitions.

  • KUSP, Central Coast Public Radio 88.9 FM; Ruth Rosenberg; How art helped me recover from disability.

Associations, affiliations and memberships:

  • American Watercolor Society

  • American Impressionists Society

  • Oil Painters of America

  • California Art Club

  • Carmel Art Association

  • Pacific Art League

  • Salinas Valley Art Association.

  • Rotary Club of Santa Cruz, Member since 1973, Past Board of Directors

  • International Order of Odd Fellows, Lodge #96

  • Santa Cruz Board of Realtors, past member.

  • Santa Cruz High School Alumni Association

  • Cabrillo College Alumni Assn.

  • Chouinard Art School Alumni Association

  • Santa Cruz Art League, Past President (two terms), and former Board of Directors

  • Santa Cruz Museum of Art & History

  • Marconi Civic Club

  • Crocker Museum

  • San Francisco Fine Arts Museums, DeYoung Museum

  • Palace Legion of Honor

  • Pacific Grove Art Center

  • Monterey Museum Of Art

  • Pacific Grove Museum of Natural History

  • Oakland museum

  • Crocker Museum