Design as Cultural Value

Extra Credit 3 “Design as Cultural Value” image choice + essay

The great American graphic artist Milton Glaser often spoke of “design as cultural value”. Glaser had a long and storied career (check out the documentary Milton Glaser: To Inform and Delight), but he’s most closely associated with the work he produced in the 1960s and 70s… playful, expressive, cartoon-y illustrations that seemed to perfectly capture the spirit of the counterculture and Psychedelia in America at that time… it’s hard to think of 60s graphic design without immediately thinking of Glaser. So in hindsight, it may be easy to see that work within – and part of, a broader cultural context… that it is more than just design, it’s design as cultural value.

In today’s lecture we discussed how identity, both individual as well as cultural, is linked to design and art (which of course are expressions of individuality and culture) and the ways in which individuals, or groups of peoples, attempt to control that identity by controlling the expression of it. Can design be something more than just design… can it also have cultural significance… can it define or represent an era or culture?

Can you think of an example of contemporary graphic design (or industrial design) that you think is more than just design… but is design that has cultural value? Not simply in what the content is… but the style, the look of it, the aesthetic. That it is so prominent, recognizable, or repeated… that in the future we will be able to look back and say this – this work… was more than just design. That it rose to the level of having cultural value… that perhaps in some way it defined the culture of the day, at least aesthetically.

Assignment:

Choose an example. Write an essay (min. 500 words) describing your choice, and why you have chosen it. Explain your choice as it pertains to the assignments questions/parameters (above). 10-11pt/single spaced. Images of your choice must be included with the essay. Video choices may be sent as a link, .mov, .mp4, or other movie file. Submit essay (with image included) into Blackboard.

EXTRA CREDIT / Possible +3 points towards your final grade.

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