COMD3504 - Section OL01 - Fall 2020

Author: Garnet Garcia (Page 2 of 2)

Assignment 3 – Garnet Garcia

Marinetti’s Manifesto Futurista has this anarchic energy and I want to talk about it for a bit simply because of how brash it was. From what I understand, he speaks of driving a car and crashing it in a ditch while the world looks on in horror at the scene. He speaks of speed and power, the rejection of the past, and this embracing of machinery, violence, and youth. My assumption is that he believe this was the future of art and intelligence. He believed technology wasn’t just going to shape the future, it was the future and with technology came the future of rashness and chaos. He says that “beauty exists only in struggle” as if the true art of the future can only be captured in wars, anarchy, and completely rejecting the knowledge that came before. There is this audacious aggression through out the entire manifesto.

Marinetti, Rodchenko, and Lissitzky all had a similar view point on 1) technology being the future of art and design and 2) the necessity to push way from the art knowledge of the past. I do believe however that Lissitzky’s push from the old into the new is the least violent of the 3. He speaks about the past in a tone that’s almost informative, as if to show the reader “this is where we came from and why”. Rodchenko speaks of the past in a way that draws the line a little more clearly, but he speaks less about the past being something inherently negative, and focuses more on the vision of constructivism. Marinetti, however, has a “burn it all” mentality to the past as if there’s nothing to learn or pull from.

I think all 3 artists knew that technology was going to change the world. I enjoyed Marinetti’s manifesto the most, but I didn’t agree with most of it. I do believe that about 100 years later we can clearly see how much technology has become not just the future, but our every day present. This whole world operates on speed because of the modern technology we have. The world has moved faster than ever before, and in a lot of ways the energy of Marinetti’s manifesto is the energy our world operates in today. However, I think the violence that is almost idolized in this passage is unnecessary and doesn’t necessarily benefit anyone. I also think it’s stupid to think that just because you don’t want to draw knowledge from the past you feel the need to destroy it all and hate it so much. Even Rodchenko recognizes that the tools of the line, the grid, and the point aren’t “new” concepts, they’ve just been rediscovered and used in a new way that embraces the mechanics of [at the time] modern technology. Lissitzky’s Our Book was the least interesting to me, even a little confusing, but I found it very interesting because in being able to talk about the patterns and development of art and technology in the past, we’re able to see how thing’s ended up playing out after. We have the answer for the next one to two question marks that he proposes on “Inventions in the Field of Thought-Communication” because we live in an age that has given us screens and audio books, and thus see “the new fundamental inventions in the field of book production”.    

Assignment 2 – Garnet Garcia

I thoroughly enjoyed the 3 short Lupton-Miller essays – Counting Sheep, Modern Hieroglyphs and Language of Dreams. Language, by Google’s definition, is “the method of human communication, either spoken or written, consisting of the use of words in a structured and conventional way”. The research explored in these 3 essays, along with some of Saussure’s theory, implies that the development and use of language is dependent on man arbitrary factors as well as societal ones. I believe that communication is simply the transfer of information, or the transmission of a message, between 2 or more people. The how of communication can vary. Even animals communicate with one another in their own ways, but it is not the same as language.

Language, on the other hand, is a system of communication that relies on both verbal and non-verbal codes to relay information. Counting Sheep showed how archaic numbering systems have a relationship with design and symbols. The use of the abacus and its physical design directly resulted in the use of the symbol 0 to stand for the gap between number places. This already established language influenced a design.

Different languages have different systems of this dynamic between the verbal and the non-verbal. My favorite example of this dynamic is in Modern Hieroglyphs and Language of Dreams. It was interesting to see the symbols we’ve become so familiar with being used with such ease in conventional writing, however the history of its relationship with design was fascinating. Stylistic principles of reduction, consistency, and simplicity, are used in a system that is meant to be universal. It reminded me a lot of principles used in the making of Helvetica in which simplicity and uniformity were emphasized to construct a “universal’ type face. Language of Dreams breaks down this universal language and starts to point out its limitations in the use of specific language. We begin to explore the difference between pictographs, in which the picture is meant to have a literary translation, and ideographs, in which the symbols used are meant to communicate a secondary, or even tertiary idea. I hadn’t even thought about how the car rental symbol could be seen as “car dreams of key” but that is the relation that symbols have to language and how language differs from communication.

The role that language plays in design is its use of both verbal and non-verbal codes. Designers are always working with non-verbal codes. Color, shape, icons, lines, etc.; these all communicate specific ideas based on our understanding of non-verbal language. Our understanding even changes as we start to try and communicate in other languages that might have different non-verbal associations. To put it simply, it is a tool. Language is a tool that helps us communicate the ideas we have with others. It is fascinating however how the correlation we have with said ideas can be rather arbitrary in their formation. A lot of that depends on the histories of our respective languages. I guess that arbitrary origination allows us to ask ourselves how we can create non-verbal codes and associations in the future with our designs.

Assignment 1B – Garnet Garcia

When I started reading the introduction entitled “Revisiting The Avant-Garde”, I was met with the familiar theories and values that we’ve discussed in classes such as History of Graphic Design in regards to post WWII Swiss graphic designers. These values included the withdrawal of individual personality in ones designs and aimed for a universal, anonymous look. This was one of the reasons why the art from that period is known by its style more than it is known by any singular designer (though there are some designers that did make their mark in that time). Neutrality and objectivity was the name of the game.

Personally I think that can be rather boring as a designer. I was very pleased to see that the section continued and focused on either voicing the emotion and imagination of one’s personal approach to design, or encouraging a balance between the neutrality and universal approach along side individual voice.

I believe designers are different from other creative fields because of that balance. Kenya Hara stated his philosophy behind many MUJI designs, by saying “Communication becomes effective only when [it] is offered as an empty vessel and viewers freely deposit into it their ideas and wishes.” I believe this is true to an extent. The more universal your design is the more you can engage with a wider range of people, and the more liberty you give for people to bring in their own ideas and interpretations the more you can let them build the connection and association they want with it. However, I believe that designers are also a vessel in which so much exploration and life can be brought to people all over the world. I do believe we have the responsibility to showcase “…the emotion, self-expression, and multiplicity of meaning that cannot be controlled within the client’s message,” just as Katherine McCoy does in her work.

Design influences every single nook and cranny of our world. Design is communication, another language just like English, Japanese, Russian, or even sign. I believe our role a designers is to hit a balance. A balance of allowing easy interpretation between cultures, backgrounds, ways of thinking, and anything else that might serve as a wall between us by creating a bridge, and allowing ourselves to be a voice that unconsciously or consciously allows others to voice their own. Human expression and perception is meant to bring life and spark the imagination, not be confined into a box. However, sometimes there is freedom in limitation; the freedom to grow out and invent from your own mind.

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