11 Jun grammar check
Review 1: Sustainable graphic design
As society continues to develop, human beings have become more aware of the need to protect the environment. Today graphic designer’s obligation no longer limited in providing design service to our clients. But as a citizen in our society, contemporary designers should consume their career in a sustainable way, which include encouraging their colleagues and clients to follow the same eco-friendly practice.[1] Because without of the Earth’s ecosystems human life would be threatened. Human being is heavily reliant on the essential ecological elements like water and air.
Today, practicing sustainability does not simply mean recycling newspaper and water bottle. Because there is energy input and cost in each step of manufacturing, consuming the product and recycling. The principle of sustainable design has changed from reducing waste and choosing recyclable materials to consider each step in Life Cycle Assessment(LCA). In the book Sustainable Design: A Critical Guide, David Bergman states the concept of sustainability has shifted from its 1960s origins, which mainly emphasized in the phrase “Reduce, reuse, recycle.” Bergaman believes it oversimplified the sustainability we facing.[2] To achieve the goal of design for sustainability, graphic design could consider and utilize LCA to examine their product and each manufacturing process from beginning to end of life phase. A qualified sustainable design must be well-designed to reduce waste and unnecessary cost in each step of LCA, which are raw material extraction, material processing, part manufacturing, assembly, product use and end of life.[3]
The package design for Cereal Revolution by Modern Species is a good example of how contemporary company conducts sustainability through a piece of thoughtful design. In 2012, cereal company issued a line of health, low-calorie cereal called Cereal Revolution. To pair up with the health-friendly goal, design studio Modern Species create a series of cereal package that is eco-friendly. The size of boxes are designed to minimize the shipping cost and storage space, folded in a way that reduces the need for glue, and was printed on 100% recycled paperboard with soy-based inks. The bag inside the box is home compostable cellophane, which can are fully biodegradable.
The thoughtful package of Cereal Revolution showcases enforce sustainability by choosing 100% recyclable martial, eco-friendly soy-based ink, reduce assemble cots and lower the transportation cost. Using recycled materials not only minimized the cost of manufacturing materials but also could benefit the disposal process after the package was consumed. Folding the box in a way that is required less glue to reduce the pollution caused by the assemble process, and choosing this particular size could save energy and space in transportation and storage.
The package design of Cereal Revolution is a successful sustainable graphic design because the designer has considered all aspect of the product from making the raw material manufacturer to the recycle the materials after the product was dispose.
Review 2: Unethical Graphic Design
My interpretation of the word “ethic” is the moral duty and obligation we have to the world. And that duty and obligation call on us to be mindful and responsible for each decision we made. As a member of this world, each decision we make an individual or group is somehow effective to the people and the environment. Improving our life has always been the highest priority of human civilization, and each of us is responsible for it. As an individual, each of us has different ethical rules to follow. In general, there are two different ethics rules, personal ethics, and professional ethics. In this review, I will present why I consider the logo of the Cleveland Indians is unethical graphic design work.
AIGA’s Design Business & Ethics Guide divides a graphic designer’s ethics into 5 categories. The 5 ethical areas are, responsibilities for the clients, relationship with other designers/design firm, understanding their works’ capability on affecting the public, practicing sustainability, and being self-responsible as a designer. Graphic design is a practice of using form and composition to communicate ideas and information, and the client will expect the effect of the design to be as deep as possible. The impact of the work can be positive or negative. Good graphic design work should be inspiring, honest, and respectful to the audiences.[1] In contrast, the audiences may find an unethical graphic design work offensive and wasteful of both the physical environment and the mental health.
Chief Wahoo(picture 1) was the official mascot and identity of the Cleveland Indians, a Major League Baseball franchise. Since the logo’s first appearance in the 1940s, many people found the illustrated character culturally inappropriate, the team is accused of enforcing stereotype of the Native American. In 1947, Cleveland Indians owner Bill Veeck hired the J.F. Novak Company to create a new logo for his baseball team. Walter Goldbach, the designer who drew the mascot recalled, he was asked to create a mascot the “would convey a spirit of pure joy and unbridled enthusiasm.”[2] Fans have been protesting the name and logo since the 70s, the team defended their use of the cartoon-ish charter have no intent to offend the Native American community but honor the community. In 2018, the logo was retired, but merchandise with Chief Wahoo is still selling in stores.[3]
Today, looking back at the formal identity of the Cleveland Indians fell to meet the standard of ethical graphic design. Using Chief Wahoo illustration as their main visual elements, which designed by a white designer is enforcing the stereotype of Native American. In Graphic Design as Communication, Malcolm Barnard points out, different races and ethnicities should be represented appropriately instead of avoiding showing them in graphic design. Because the representation and stereotyping are culturally constructed and should be challenged and contested.[4] According to AIGA’s Design Business & Ethics Guide, as contemporary designers, an ethical graphic design work ought to respect the dignity of all audiences. While designing, designers should avoid racial, ethnic, social and sexual stereotypes.
Review 3:Muslim Fashion, a contemporary example of decolonized design.
Since the beginning of human civilization, we aware of the power of art. Our ancestors used art to celebrate and express themselves. These art forms including music, choreography, and visual arts. Today, artists around the world utilize their creative power as a form of protest to colonialism. For example, South African graphic designers use their arts to fight against discrimination and the challenges they face in the post-colonialism era.[1] In this review, I will exam why contemporary Muslim fashion is consider decolonized design.
From the 17th through 20th centuries, non-Muslim soldiers and missionaries came to dominate much of the Muslim world. The French ruled much of North Africa and parts of West and Central Africa. The British controlled Muslim areas including Egypt, Southeast Asia, and India. The Dutch ruled most of present-day Indonesia with its large Muslim population. After World War I, the Ottoman Empire was dismembered and parceled out to Britain.[2] Such foreign domination threatened the foundations of the Islam culture when European rulers replaced traditional Muslim educational, legal, and governmental institutions with Western ones. [3]
Historically, the capital of fashion in Europe, the eastern fashion industry follow and look up to European design trends. But in the eye of Europe designer, clothes and textiles from the other side of the world are custom-like and mysterious. At the 17th century, European designer first started to borrow Oriental textile techniques and visual elements as their inspiration.[4] Until today, European designer still frequently drawing inspiration from faraway countries.
In the past decade, modest fashion, highly stylish dress with skin-revealing(picture 1) has become one of the most thriving business. Modest fashion is popular among Muslim female consumer generally located in the Gulf States. As the Western world aware of the huge demand for modest clothing from the Muslim. Major clothing brands such as Nike and H&M have started to offer a collection that qualified to Muslim dress codes. [5] Despite the recent recognition from the Western clothing industry, Muslim fashion is not new.
Amine Bendriouich, a contemporary Moroccan fashion designer. Recently released a collection named Touaregs du Futur(picture 2), which mixed North African futurism with traditional dress and high-tech textiles. In an interview, Bendriouich describes his design process as a journey of building his own aesthetics. By integrating traditional elements and his own style, Bendriouich’s Touaregs du Futur collection has its own visual language. Touaregs du Futur is a contemporary example of decolonized design because instead of produced a collection reinforcing the stereotype of non-Western clothing are exotic and customer-like, Bendriouich’s design presented how he integrates his ancestor’s legacy with his understanding of contemporary fashion. There is a strong sense of identity in this collection, the use of traditional indicate his inspiration comes from the culture he was raised in.
Muslim fashion is a contemporary example of decolonized design, it opens up more opportunity for Muslims to express themselves in an appropriate and neutral way. Muslim use their fashion to reclaim their identity and authorship of their unique aesthetic.
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