Inner Beauty

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A lecture about graphic design and its sustainable approach, given to Raffle Institute (Bangkok) students in August 2009.

Transcript of Inner Beauty

  • 1.Hello.Wednesday, September 2, 2009

2. Photography by Hannah DavisWednesday, September 2, 2009 3. Photography by Aaron Feaver.Wednesday, September 2, 2009 4. Photography by Aaron Feaver.Wednesday, September 2, 2009 5. Lets get started.Wednesday, September 2, 2009 6. Wednesday, September 2, 2009 7. Wednesday, September 2, 2009 8. Wednesday, September 2, 2009 9. Wednesday, September 2, 2009 10. Wednesday, September 2, 2009 11. Wednesday, September 2, 2009 12. Wednesday, September 2, 2009 13. Wednesday, September 2, 2009 14. To conclude, its possible to say that Were now living in a world where design is so powerful yet so invisible we take its superiority for granted.Wednesday, September 2, 2009 15. Wednesday, September 2, 2009 16. as Bruce Mau asks it: Now that we can do anything,What will we do?Wednesday, September 2, 2009 17. inner beauty. How to approach Sustainability through Visual Communication Design. A Discourse with Rafe Institutes September 2009Wednesday, September 2, 2009 18. Wednesday, September 2, 2009 19. Wednesday, September 2, 2009 20. Wednesday, September 2, 2009 21. sustainable design, for me, is: Design in which becomes more thoughtful, beyondof what it should serve, but how can it becomealive, far beyond its purposes, growing by itself.Wednesday, September 2, 2009 22. levels of sustainability: inable AwarenessSustaPr onoi jeatc iti tI t In nitiajec tio Pron Spreadthe WordsSust ess ainaaren ble Aw Aw ble araen inta esss SuProject InitiationWednesday, September 2, 2009 23. 1.sustainableawareness:Wednesday, September 2, 2009 24. sustainable awareness:ProjectFirst Things FirstWednesday, September 2, 2009 25. sustainable awareness:ProjectFirst Things First First Things First 1964 a manifestosigned:We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising haveEdward Wrightpersistently been presented to us as the most lucrative, effective and desirableGeoffrey White means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination toWilliam Slack sell such things as: cat food, stomach powders, detergent, hair restorer, stripedCaroline Rawlencetoothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets,Ian McLarendeodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.Sam Lambert By far the greatest effort of those working in the advertising industry are wastedIvor Kamlish on these trivial purposes, which contribute little or nothing to our nationalGerald Jones prosperity.Bernard Higton In common with an increasing number of the general public, we have reached aBrian Grimblysaturation point at which the high pitched scream of consumer selling is no moreJohn Garnerthan sheer noise. We think that there are other things more worth using our skillKen Garlandand experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films,Anthony Froshaug television features, scientific and industrial publications and all the other mediaRobin Fior through which we promote our trade, our education, our culture and our greaterGermano Facettiawareness of the world.Ivan Dodd We do not advocate the abolition of high pressure consumer advertising: this is notHarriet Crowderfeasible. Nor do we want to take any of the fun out of life. But we are proposing aAnthony Cliftreversal of priorities in favour of the more useful and more lasting forms ofGerry Cinamoncommunication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be forRobert Chapman worthwhile purposes. With this in mind we propose to share our experience andRay Carpenteropinions, and to make them available to colleagues, students and others who may beKen Briggs interested.Wednesday, September 2, 2009 26. sustainable awareness:ProjectAcademy of the ArtsMastery Book Project solution details Determining the size of the book to minimize waster, Hamlett paid particular attention to the paper selection for Mastery with the environmental impacts of printing 125,000 copies in mind. He chose to print Mastery on Mohawk Options 100% PC. The Mohawk Options line is manufactured entirely with wind-generated electricity and its 100% pcw papers are FSC certified, Green Seal certified and Green-e certified. "The paper had to be high quality to show the students artwork in its best light, but it also had to be the best environmental choice we could get. Printing on uncoated paper is non-traditional so it was a bit of a leap of faith. The results achieved what we had hoped for," says Hamlett.Wednesday, September 2, 2009 27. sustainable awareness:ProjectAcademy of the ArtsMastery Book Trees saved 935 Pounds/Kgs of water waste saved 2701 Gallons of wastewater flow saved 397357 Pounds/Kgs of solid waste saved 43966 Pounds/Kgs of greenhouse gases prevented 86568 Energy not consumed (in BTUs) 662612400 Air emissions not generated (in BTUs) 44980 Equivalent to planting this number of trees 3040Wednesday, September 2, 2009 28. sustainable awareness:ProjectMacbookPackaging DesignWednesday, September 2, 2009 29. sustainable awareness:ProjectMacbookPackaging Design The packaging design of the 13-inch MacBook Pro uses corrugated cardboard made from a minimum of 25 percent post-consumer recycled content, and molded fiber made entirely from post-consumer recycled content. In addition, the retail packaging is extremely material efficient, consuming 41 percent less volume than the original MacBook Pro, allowing up to 50 percent more units to fit per shipping container. The following table details the materials used in its packaging.Wednesday, September 2, 2009 30. sustainable awareness:ProjectWWF CampaignWednesday, September 2, 2009 31. sustainable awareness:ProjectWWF CampaignWednesday, September 2, 2009 32. 2.projectinitiation:Wednesday, September 2, 2009 33. project initiation:ProjectFreitag The Beginning. Back in 1993, graphic designer brothers Markus and Daniel Freitag were on the lookout for a messenger bag. Zurich citizens worthy of the name travel by bicycle - velo, they call it. When it rains, they get wet. The FREITAG brothers wanted a heavy-duty, functional and water- repellent bag to carry their designs. Inspired by the cheerfully coloured lorries rumbling along the cross-Zurich highway just in front of their flat, they cut a messenger bag out of an old truck tarpaulin. As the carry belt, they used second-hand car seat-belt webbing, while an old bicycle inner tube provided the edging. As luck would have it, their personal need turned into a business which now employs more than 80 people. Since their original messenger bag, the FREITAG brothers have developed and marketed more than 40 bags for women and men. FREITAG products now sell round the globe, in over 300 shops, at our online webshop and in our FREITAG shops in Berlin, Davos, Hamburg, Cologne and Zurich. They continue to be made in Switzerland, beside the cross-city highway which inspired them in 1993.Wednesday, September 2, 2009 34. project initiation:ProjectFreitag Every bag is different. FREITAG has been manufacturing bags and accessories for women and men since 1993. Our materials are used, having seen service on the road. They are well-travelled truck tarpaulins, unravelled seat belts, bicycle inner tubes beyond repair, recycled airbags. Tough stuff - which makes our products tough, too. As for us, we are Swiss, which means we are acutely quality-conscious. We apply our recycled materials in a totally new way, insisting on superlative design and functionality. Every FREITAG product is made from original tarpaulins of different colours, markings and contours. So every FREITAG product is a one- off. FREITAG bags are on sale at our online shop, in our FREITAG Flagship Shops (Berlin, Davos, Hamburg, Cologne and Zurich) and in 300 shops round the world.Wednesday, September 2, 2009 35. project initiation:ProjectFreitag How is the unique Freitag created? The FREITAG FACTORY in downtown Zurich, Switzerland, used to be a shed belonging to Maag Zahnrder AG (gear systems weighing several tons for ocean-going ships and similar applications). Today a crew of nearly 80 work here, in 2800 square metres of space, in production, logistics and administration in and over the warehouse. FREITAG is proud to be one of the last industrial companies still in production in the city centre. Heres how a used truck tarpaulin turns into a new FREITAG bag.Wednesday, September 2, 2009 36. project initiation:ProjectFreitag First, we have to find fine used truck tarpaulins, for which we negotiate with haulage companies Europe-wide. Normally used tarpaulins are costly to dispose of but, for FREITAG, they are an important raw material. As soon as truck tarpaulins are replaced anywhere, we buy up the old ones. The more cheerful the colours, the better. Then the bulky truck tarps must be divided into wearable pieces. Its dirty, heavy, hard work for FREITAG.Wednesday, September 2, 2009 37. project initiation:ProjectFreitag Then we wash the pieces in our XXXL washing machines. The humming is hypnotic.Wednesday, September 2, 2009 38. project initiation:ProjectFreitag Washed and combed (brushed flat), the tarpaulins are hand-cut around transparent templates using a cutter knife. Our designers use transparent templates because they have to decide which cutting looks best on the future bag. The individual cut-outs are put together, sometimes rearranged, and clipped together. Now they are ready to be made up into a FREITAG bag.Wednesday, September 2, 2009 39. project initiation:ProjectFreitag The individual fronts, sides, backs and bottoms are arranged, sometimes rearranged and clipped together. They are now ready to become a