Paul Rand “Good Design Is Good Will” 1987 from Graphic Design Theory: Readings From the Field page 64-69 and Steven Heller’s “Underground Mainstream” in Design Observer 2008.
Prompts:
- In your opinion, is there a difference between “underground” and “mainstream” today? Why?
- Heller identifies a few underground movements, like 1960s psychedelia, that turned mainstream; which ones does he identify? And can you think of any others?
- Provide a visual example (with citation) of culture jamming today. Describe why it would be considered culture jamming.
Response:
The Mainstream is all that advertising or art that is sold or popular within a culture or society. It is so famous or well-known that most accept it and may even identify with it, and therefore, consume it. The Underground I feel is more like the art that is still hidden under the streets, hidden and only appreciated and created by a select group of artists. Today it is difficult to know what kind of art is Underground, with technology at its peak, everything becomes known very quickly and becomes a trend and is commercialized, and loses its magic.
What Paul Rand discovered is that good design occurs when there is a stable connection between artists and managers, when there is a balance to find meaning and relevance to the design. Even if it is for something basic, you should see communication and good ideas together.
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