Responses for 9/29/10 Readings

The Sincerest Form of Flattery on Janine Benyus - David Kupfer

The article is written on the topic of 'Biomimicry.' To put it simply, biomimicry is studying how animals do things and trying to mimic, or copy the way they do things ourself so that we an save energy and resources. Kupfer interviews Benyus on biomimicry, her book, and her website. She believes and studies various lifeforms to see how we can help lessen energy usage and harm to our planet. For example, she mentions a beetle in a desert that can raise and open its' wings to slowly collect the mist in the air, which eventually collects and forms a drop of water heavy enough so that it slides downwards from gravity into the beetles' mouth. With many various ways on how to save energy, we have already started implementing some of these ideas into our daily lives.

• Graduated from Rutgers University with degrees in writing and natural resource management in the early 1980's.
• Grew up and went to college in New Jersey.
• Founder of the Biomimicry Institute.
• The institute runs a website known as asknature.org
• Started having professors teaching non-biology majors about biology and educating children in grades K-12.

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A Question of Design - William McDonough & Michael Braungart

The passage begins by introducing one famous and poor design known as the 'Titanic.' It was a large vessell that polluted the air with smoke and left waste behind in the ocean. Overall, it had many poor design factors. The article goes on to talk about the Ford car and of how it went through various changes. Another topic the article touches up on is the Industrial Revolution and the changes it brought. Some positive social changes were medical care and education greatly improving. Of course, with positive changes also came negative changes. One case being how landfills began collecting too much once valuable waste. Products that were bidegradable, such as paper were now ruined too much to be recycled and reused. Thus, resources being wasted away.

• 'Cradle-to-Grave' suggests that many potentially useful materials that could be recycled were not and were instead thrown into a landfill, thus ruining it and wasting it.
• The Industrial Revolution brought positive and negative changes.
• In the article, it stated that "according to some accounts more than 90 percent of materials  extracted to make durable goods in the United States became waste almost immediately. "
• To achieve the most successful universal design, they design for a worst case scenario.

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Speculative Prehistory of Humanity -  Buckminster Fuller

Fuller introduces his passage with the Gossamer Albatross, which was able to fly across the English Channel while being powered by humans. Fuller talks more n depth about how materials can be used to its' utmost potential or will be wasted away. Today in our society, we waste tons of potential energy and many of us ar eunder the influence that the Earth will simply absorb anything harmful and continue to grow and thrive just fine. One example that stuck out was that every day there is an average of 2 million automobiles that are stopped at a red light with their engines on of course. This is about equal to the energy of 200 million horses being wasted away.  Sometimes we really do overlook things that are being wasted each day.

• Introduces his point of view and argument with the Gossamer Albatross because it was human powered, unlike many things we have today.
• We sometimes may not need to use all the materials that we currently do.
• The human powered plane and the communication satellite are only 2 examples of many that can be labeled as "greater performance with much less material."
• There are many more possible inventions that can be designed to avoid wasting unnecessary energy.

Responses for 9/22/10 Readings

"Innovation and Exploitation - A Critique of American Apparel" - Anna Kealey

This article written by Anna Kealey, an undergraduate who won an essay contest, writes about the truth behind the store and brand 'American Apparel.' Their trademark/promise to the nation is that everything they sell is sweat-shop free. They strive to be an "ethical and socially responsible company" (Kealey). However, they are also very problematic in other areas. For instance, there have been several sexual harassment cases filed against this company; usually workers imposing that the workplace in the stores are definitely way too sexualized, and therefore unprofessional as well. 'American Apparel' relies heavily on advertising with the common saying "sex sells." But perhaps this company does in fact overdo it. Their ads and marketing strategies are to have generally grainy and low rate amateur photographs of their models being very 'sexy.' They also like to use Asian or African-American models more than Caucasians, possibly suggesting that they are more submissive. All in all, the company says they are ethical and practical and socially responsible, but it all seems very mysterious.

• 'American Apparel' is not what it seems to be at first.
• Their motto is to be "an ethical and socially responsible company."
• Supposedly 'sweat-shop' free.
• Imagery overall is very sexual.
• Multiple sexual harassment cases have been filed against this company.
• There is strong irony in their supposed beliefs when their usage of the female body in pictures is clearly the opposite.

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"Ethical Design Education - Confessions of a Sixties Idealist" - Susan S. Szenasy

Susan Szenasy writes of her view on the Design field and of her students. She holds a seminar class and her 28 students and her gather to talk and discuss the ethics of design. One part that interested me personally was  when she mentioned a clocktower, but instead of a gigantic and old metal mechanism to power the clocktower, there was now a microchip in its place doing everything. Basically, everything that was there before in all its' clunky and inconvenient manner is now replaced by technology. A small simple-looking microchip has the power to replace and take over. She and her class watched a few films together as well, one named "A Story of Healing." Design truly is everywhere and in this film, it is in the battlefield as well. It was about surgeons and nurses trained in re constructive facial surgery that had traveled far to help children in need and along the way they all realized that they were not in i for the money or recognition, but rather in it solely because they enjoy their work and job and do not mind even doing it for free. This leads back to social responsibility, which does connect to design ethics. The teacher and writer goes on to talk about her ideal views on design, which is to rid the world of pollution and to reuse materials ant to not be wasteful. 

• Susan S. Szenasy is an idealist who wants the world to be cleaner and 'more beautiful.'
• She believes that there should be more companies such as Ikea that reuse some materials to make new products like fleeces to use as warm blankets that are actually made from recycled soda bottles. 
• Social responsibility is something that is connected to design ethics.
• Her class and her read several readings and watched different films showing design in various places that one might no think of when talking about design.
• She believes that "good design is responsible design."

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"The Responsibilities of the Design Profession" - Herbert Spencer

This article talks about the timeline of Design and where it used to be and how it has changed  over the years. Spencer talks about the history of design and states that as a profession, design is still fairly young. He also talks about how design is being taught in schools. He states in his article that "designers should in [the] future be educated and not merely trained" (Spencer). In general, Spencer goes in depth about different areas in the field of design and how designers have evolved.

• Design is generally still a young/fairly new profession.
• Design is everywhere. For example, something as simple as normal printed sheets of paper were designed.
• Education in design should truly educate designers and not just train.
• The role of a designer should be to also contribute to "the health and happiness of our society."
• The importance and effect design has on our society is growing constantly.

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"First Things First 1964/2000 - A Design Manifesto" -Various Authors

In "First Things First 1964," the many graphic designers, photographers, and students all signed under the short article. Overall, it announces that design is known to be everywhere, and most noticed in advertisements for everything, whether it be shampoo or a toy advertisement. Design is everywhere and the authors of the original article hope that one day the world will become tired of gimmicks to sell products and to request the service of the designers to show their 'true' power. In the newer '2000' article, it talks about the history of the first one written in 1964. It includes a short history on Ken Garland, one of the authors and contributors to the original article. This passage is basically about the history of the original manifesto, the story behind it, the time period it was written in, and everything else surrounding it.

• The original manifesto was written in the year 1964.
• The original was written when Britain was 'booming.'
• It was signed by 22 people.
• 400 copies of it was published in January 1964.

Brands

'Branding the Individual' - Jane Pavitt

In Pavitt's article, she discusses the power and effects that a brand has on individuals. She states that a brand or logo has the power to cause happiness, power, or even fear to others. In a way, branding is used today in our society to show individuality and personality. Quoted from the reading, "Each of us in this room is a walking compendium of brands," is very much the truth when one stops and thinks about it. In everyday life, everyone wears different clothes and has a unique style. All of this is accomplished with the help of brands. Certain brands may be known to give off a strong and athletic feel, whereas another brand may be more preppy. Once brands are known to give have and give off a certain aura, the consumers that are interested in that certain look will flock together and buy that brand. Each brand has a general target, whether it be an age target or gender specific target. And those that are targeted are what keeps the company and its' brand alive.

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'No Logo' - Naomi Klein

Naomi Klein's article focuses on what a brand is whilst being compared to a product. She writes that, "the difference between products and brands is fundamental. A product is something that is made in a factory; a brand is something that is bought by a customer." She goes into more depth that products become known and popular with the addition of a brand, or logo. You cannot make a brand in a factory, because a brand is something that is created in the mind. Klein states strongly at the beginning of her article by stating that in America, we tend to focus heavily on brand management, how to market the brand, and how to keep it alive. The article goes on to discuss about various levels of brands, such as higher class well-known brands versus lower ones like Wal-mart. Although on different levels, with the help of good marketing strategies and brands, they can become successful.

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'Bing! It's Fabien!' - John Seabrook

This article differs from the previous two as this once focuses on one person, that being Fabien Baron. He is known to most in the fashion world as just Fabien. The saying that says "you need to let some oxygen in here" is what Fabien is known to do. He has helped breathe air and life into popular companies such as Italian Vogue, and the Harper's Bazaar. He has received much great praise from many critics, one case being for his Didot typeface which he known quite well for. Anyone that has come in contact and worked with Fabien all agree that he is amazing and a genius. The article, originally in "The New Yorker," enlightens readers on Fabien's many great accomplishments and praise. Furthermore, one example of a well-known company in today's society that has come in contact with Fabien is Calvin Klein. Fabien is actually in charge of the advertisements for them and one can see clearly as to how well and popular Calvin Klein is today. Branding, marketing, design, and more is all crucial to survival for any company in today's world. Without something that is new and attractive, it will most likely slowly disappear.