Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Navigate to “Good Design Is Good Will” on pages 64-69 and Steven Heller’s “Underground Mainstream” in Design Observer.

Questions/Prompts

  • What is your opinion of Paul Rand’s view of the designer/client relationship?
  • Is there a difference between “underground” and “mainstream” today?
  • Provide a visual example and description of early avant-garde culture jamming.
  • Provide a visual example and description of culture jamming today.

Response

Paul Rand believes that the client/designer connection is less significant than the work itself. I agree with him, but not simultaneously. It is critical to develop a relationship with your client in order to fully comprehend them and their company. Because in order to accomplish the designing part, you must first understand the problem in your client’s company in order to develop a solution. I agree with him since we designers tend to know more about the designing portion because we were trained, and in order to get a job or satisfy our clients’ criteria, we would need a portfolio or something to prove we can achieve what they asked for, whereas our clients have little understanding of design. There is a distinction between mainstream and underground designers. For example, underground designers try to keep a low profile as they are mostly freelancers, are not widely recognized, and must find their own clients, whereas mainstream designers are well known and find it easier to find clients because people look for mainstream designers more than underground designers.

This is an example of jamming culture, making a meme with the Pepsi logo which is funny and ironic.