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 category mainstream would be defined as something that everyone is doing or listening to for example: everyone listening to Drake or everyone wearing the same brand of clothing. While on the other hand underground is like a niche only a very select amount of people know about it and follow it. So I would say today it’s kind of hard to tell what is mainstream and what is underground. Everything is so unique now that the idea of mainstream and underground doesn’t really exist unless you really go out to look for it.

Paul Rand discovered good design that occurs when there is a stable connection between artist and client or managers. Some underground movements that were identified were punk and grunge, pornography and cultural jamming. The talk of cultural jamming seems to be a sarcastic way of poking fun at very strong brands and identities to create a while new message from the design. Looking at the Coke logo it’s a simple logo design of a mainstream beverage that most people know about but then watch happens if you change the word Coke of the company to something else. It creates a dynamic shift in the eye of the viewer but also puts the thoughts into mind that Coke company is a capitalist company and all they care about is money. Its very funny but the message that will be precised is very concerning.

Created by Mark Babiy