In the early 1960s he was a Classics major at UC Berkeley but was expelled because of his role as an instigator of the Free Speech Movement there. In 1968 he opened his own print shop - Saint Heironymous Press in Berkeley - to design and print his own work.Goines' specialty is advertising posters. Classical themes and Art Deco styles abound in his work.
His illustrations are a mix of sophistication and simplicity - straightforward yet always the perfect expression of whatever the subject matter is.
Goines' illustrations are so good, in fact, that the viewer almost doesn't need to have the verbiage that accompanies them. Yet sometimes the relationship between Goines' subject matter and his choice of how to illustrate it create in the viewer new ways to understand the subject.
Goines is probably most well-known to the public for his Ravenswood Wine Logo and his advertising posters for Chez Panisse restaurant in Berkeley.