Week 7 Readings

My second set of material is, admittedly, schizophrenic. The themes of the readings remain focused on individual expression vs. “problem solving” and the degree to which designers should or should not insert themselves and their personal concerns into a designed product. It is hard to find two hours of video that support this theme directly, so, as you will see, my in-class presentation will relate more closely to Laura’s theme of “place.”

Here is your last set of assigned readings for the course:


1. Beatrice Warde. “The Crystal Goblet”. Address to the Society of Typographic Designers, 1932.

A classic, conservative view of the role of the typographer. Not much support for this view in today’s design world. It does, however, make clear how typography has evolved in the last 80 years.

LINK: Warde: The Crystal Goblet.

2. Jeffery Keedy, “The Rules of Typography According to Crackpots Experts”. Eye Magazine, 1993.

An impassioned defense of the new vs. the traditional. Ironically, in Keedy’s view, the old guarde is actually the previous generation’s avante garde, i.e. the Modernists.

LINK: Keedy: The Rules.

3. Peter Mertens, Interview with Jeffery Keedy, Emigré, 1990.

Some radical, and very “90s” ideas about typography and type design, again, from Jeff Keedy and Emigré magazine.

LINK: Mertens: Keedy Interview

4. Piet Schreuders, Excerpt from Lay In, Lay Out, republished by Emigré magazine in 1991.

Mostly for fun. An iconoclastic assessment of the design profession. Read both pages.

LINK: Schreuders: Design is a Crime

5. Paul Rand, “From Cassandre to Chaos” From the book, Design, Form and Chaos, Yale University Press, 1993.

A classic rant from a design giant in the twilight of his career. He just couldn’t stand what the young’uns were doing to the profession!

LINK (online article): Rand: Cassandre to Chaos

FYI: An optional reading

In my section last week , a thread of our discussion led me to talking about some ideas expressed in the “First Things First” manifesto, a statement of revolt by a group of London designers in 1964 and later revived by an international group of designers in 2000. Here’s a link to both manifestos and a discussion of them by Rick Poyner of Eye magazine. This is not required to read, but you should at least look at the two manifestos (they’re short!).

LINK: First Things First


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