Module10 - Field Journal

Graphic Design and Public Service


I loved this module!  The audacity of new designers to challenge the status quo, Bauhaus and the International Typographic Style, was so refreshing. The concept based, more intuitive new designs are so much more relatable and exciting.  Although very legible, and easy to understand, the International Typographic Style was too rigid for personal design expression, and lacked excitement.

  

I also enjoyed seeing past design and vocabulary we’ve studied blended with contemporary approaches.  Why not draw on the wealth of graphic design history for inspiration.

Beyond the information presented in Chapter 23, I’m wowed by how digital technologies, and the Internet have pushed the visual communications world well beyond that experienced by the Guttenberg phenomenon.  A global world of information is available to us, more than I think we can even comprehend.  Now, we just have to harness that information, and organize it so that it helps people explore information in an active, meaningful way – and with digital technologies we can.  No longer are graphic designers resigned to fixed, linear communication.  The digital tools available to us allow for active, information- seeking experiences, aided by the continual exploration of digital media.

WITH THAT SAID, what really struck my interest about this and other modules, is the work that promotes social causes.  Graphic design to promote business is necessary so we have a thriving economy, but the designs that viscerally affected me were the posters promoting causes.  In that vain, I decided to research work done by the Ad Council.  Perhaps all of you are aware of this non-profit organization.  If not, here is an explanation of what it does: 


     Effecting Positive Social Change

The Ad Council has endeavored to improve the lives of all Americans since first creating the category of public service advertising in 1942. From our earliest efforts including "Loose Lips Sink Ships" to the more recent "I am an American," Ad Council PSAs have been raising awareness, inspiring action and saving lives for more than 70 years.

Based on our long history of effecting positive change, it's fair to say that Ad Council campaigns have inspired several generations of Americans. Our ultimate goal is to ensure that future generations will reap the benefits of our efforts to date, and continue to be inspired by our public service campaigns in the future.


Primary Activities
The Ad Council is a private, non-profit organization that marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to deliver critical messages to the American public. The Ad Council produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventative health, education, community well being, environmental preservation and strengthening families.

Some people might feel that this is a way for advertising to "make up" for its commercial nature, (creating need in the marketplace), and in a sense it may be.  However,  I like to think it demonstrates the human need to help others by using their talents – in this case the talents of communications people, including graphic designers.


A visit to the Ad Council website, (referenced above) as well as their Facebook page is terrifically inspiring.  The design quality of the work is noteworthy.  Here are some examples I found on their website, and Facebook page:

I like this billboard for Feeding America. The drive-by nature of a billboard requires quick interpretation by the reader.  The type used evokes a "school-like" impression, and the bell symbol, and inclusion of children in the piece helps communicate the message quickly and clearly.

This is a sidewalk marquee found in Detroit.  Specifically aimed at Fathers, the concept of fathers spending time with their children is cleverly, and succinctly communicated using a simple clock form (circle with lines for arms) and activity icons for the hours.  

Another drive-by communications challenge executed with a single element.  I think the goggles shout "EXERCISE!".  The message could be for us all, but is aimed at people with arthritis, (for the Arthritis Foundation).

This bus stop poster was created by Shepard Farley, creator of the Obama posters, (featured on Time magazine's "Person of the Year" cover.  His use of limited flat planes of color are modernist in nature,  and the limited color palette reminds me of the colors used in Russian Constructivism.  The Obama poster was originally silk screened, and this poster has that feel as well.  I find the design to be very direct and eye catching.

Here is another Ad Council project taken from the designer, Bret Middleton: 

Print ad, billboard and augmented reality piece created and entered into the 2009 AdCouncil Ad Futures Competition. The charge was creating awareness about digital abuse. The piece placed 2nd in the competition and ran in the New York Times, on streets through New York and on ThatsNotCool.com.

The use of a character composed of type is ingenious.  It works to communicate the violence that digital bullying can impose on someone, and its potential for use in print and the web, (movement) is very clever.  I find the visual elements conceptual and communicative.

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Sources:

http://staging.adcouncil.org

Facebook.com - Ad Council

http://www.brettmiddleton.info/22781/work