Various authors
This manifesto was first published in 1999 in Emigre 51.
We, the undersigned, are graphic designers, art directors and visual communicators who have been raised in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable use of our talents. Many design teachers and mentors promote this belief; the market rewards it; a tide of books and publications reinforces it.
Encouraged in this direction, designers then apply their skill and imagination to sell dog biscuits, designer coffee, diamonds, detergents, hair gel, cigarettes, credit cards, sneakers, butt toners, light beer and heavy-duty recreational vehicles. Commercial work has always paid the bills, but many graphic designers have now let it become, in large measure, what graphic designers do. This, in turn, is how the world perceives design. The profession's time and energy is used up manufacturing demand for things that are inessential at best.
Many of us have grown increasingly uncomfortable with this view of design. Designers who devote their efforts primarily to advertising, marketing and brand development are supporting, and implicitly endorsing, a mental environment so saturated with commercial messages that it is changing the very way citizen-consumers speak, think, feel, respond and interact. To some extent we are all helping draft a reductive and immeasurably harmful code of public discourse.
There are pursuits more worthy of our problem-solving skills. Unprecedented environmental, social and cultural crises demand our attention. Many cultural interventions, social marketing campaigns, books, magazines, exhibitions, educational tools, television programs, films, charitable causes and other information design projects urgently require our expertise and help.
We propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication - a mindshift away from product marketing and toward the exploration and production of a new kind of meaning. The scope of debate is shrinking; it must expand. Consumerism is running uncontested; it must be challenged by other perspectives expressed, in part, through the visual languages and resources of design.
In 1964, 22 visual communicators signed the original call for our skills to be put to worthwhile use. With the explosive growth of global commercial culture, their message has only grown more urgent. Today, we renew their manifesto in expectation that no more decades will pass before it is taken to heart.
Jonathan Barnbrook
Nick Bell
Andrew Blauvelt
Hans Bockting
Irma Boom
Sheila Levrant de Bretteville
Max Bruinsma
Sian Cook
Linda van Deursen
Chris Dixon
William Drenttel
Gert Dumbar
Simon Esterson
Vince Frost
Ken Garland
Milton Glaser
Jessica Helfand
Steven Heller
Andrew Howard
Tibor Kalman
Jeffery Keedy
Zuzana Licko
Ellen Lupton
Katherine McCoy
Armand Mevis
J. Abbott Miller
Rick Poynor
Lucienne Roberts
Erik Spiekermann
Jan van Toorn
Teal Triggs
Rudy VanderLans
Bob Wilkinson
Anthony Burrill - 'Work hard and be nice to people'
Bruce Mau's Incomplete Manifesto for Growth
1. Allow events to change you.
You have to be willing to grow. Growth is different from something that happens to you. You produce it. You live it. The prerequisites for growth: the openness to experience events and the willingness to be changed by them.
2. Forget about good.
Good is a known quantity. Good is what we all agree on. Growth is not necessarily good. Growth is an exploration of unlit recesses that may or may not yield to our research. As long as you stick to good you'll never have real growth.
3. Process is more important than outcome.
When the outcome drives the process we will only ever go to where we've already been. If process drives outcome we may not know where we’re going, but we will know we want to be there.
4. Love your experiments (as you would an ugly child).
Joy is the engine of growth. Exploit the liberty in casting your work as beautiful experiments, iterations, attempts, trials, and errors. Take the long view and allow yourself the fun of failure every day.
5. Go deep.
The deeper you go the more likely you will discover something of value.
6. Capture accidents.
The wrong answer is the right answer in search of a different question. Collect wrong answers as part of the process. Ask different questions.7. Study.
A studio is a place of study. Use the necessity of production as an excuse to study. Everyone will benefit.
8. Drift.
Allow yourself to wander aimlessly. Explore adjacencies. Lack judgment. Postpone criticism.
9. Begin anywhere.
John Cage tells us that not knowing where to begin is a common form of paralysis. His advice: begin anywhere.
10. Everyone is a leader.
Growth happens. Whenever it does, allow it to emerge. Learn to follow when it makes sense. Let anyone lead.
11. Harvest ideas.
Edit applications. Ideas need a dynamic, fluid, generous environment to sustain life. Applications, on the other hand, benefit from critical rigor. Produce a high ratio of ideas to applications.
12. Keep moving.
The market and its operations have a tendency to reinforce success. Resist it. Allow failure and migration to be part of your practice.
13. Slow down.
Desynchronize from standard time frames and surprising opportunities may present themselves.
14. Don’t be cool.
Cool is conservative fear dressed in black. Free yourself from limits of this sort.
15. Ask stupid questions.
Growth is fueled by desire and innocence. Assess the answer, not the question. Imagine learning throughout your life at the rate of an infant.
16. Collaborate.
The space between people working together is filled with conflict, friction, strife, exhilaration, delight, and vast creative potential.
17. ____________________.
Intentionally left blank. Allow space for the ideas you haven’t had yet, and for the ideas of others.
18. Stay up late.
Strange things happen when you’ve gone too far, been up too long, worked too hard, and you're separated from the rest of the world.
19. Work the metaphor.
Every object has the capacity to stand for something other than what is apparent. Work on what it stands for.
20. Be careful to take risks. Time is genetic. Today is the child of yesterday and the parent of tomorrow. The work you produce today will create your future.
21. Repeat yourself.
If you like it, do it again. If you don’t like it, do it again.
22. Make your own tools.
Hybridize your tools in order to build unique things. Even simple tools that are your own can yield entirely new avenues of exploration. Remember, tools amplify our capacities, so even a small tool can make a big difference.
23. Stand on someone’s shoulders.
You can travel farther carried on the accomplishments of those who came before you. And the view is so much better.
24. Avoid software.
The problem with software is that everyone has it.
25. Don’t clean your desk.
You might find something in the morning that you can’t see tonight.
26. Don’t enter awards competitions.
Just don’t. It’s not good for you.
27. Read only left-hand pages.
Marshall McLuhan did this. By decreasing the amount of information, we leave room for what he called our "noodle."
28. Make new words.
Expand the lexicon. The new conditions demand a new way of thinking. The thinking demands new forms of expression. The expression generates new conditions.
29. Think with your mind.
Forget technology. Creativity is not device-dependent.
30. Organization = Liberty.
Real innovation in design, or any other field, happens in context. That context is usually some form of cooperatively managed enterprise. Frank Gehry, for instance, is only able to realize Bilbao because his studio can deliver it on budget. The myth of a split between "creatives" and "suits" is what Leonard Cohen calls a 'charming artifact of the past.'
31. Don’t borrow money.
Once again, Frank Gehry’s advice. By maintaining financial control, we maintain creative control. It’s not exactly rocket science, but it’s surprising how hard it is to maintain this discipline, and how many have failed.
32. Listen carefully.
Every collaborator who enters our orbit brings with him or her a world more strange and complex than any we could ever hope to imagine. By listening to the details and the subtlety of their needs, desires, or ambitions, we fold their world onto our own. Neither party will ever be the same.
33. Take field trips.
The bandwidth of the world is greater than that of your TV set, or the Internet, or even a totally immersive, interactive, dynamically rendered, object-oriented, real-time, computer graphic– simulated environment.
34. Make mistakes faster.
This isn’t my idea – I borrowed it. I think it belongs to Andy Grove.
35. Imitate.
Don’t be shy about it. Try to get as close as you can. You'll never get all the way, and the separation might be truly remarkable. We have only to look to Richard Hamilton and his version of Marcel Duchamp’s large glass to see how rich, discredited, and underused imitation is as a technique.
36. Scat.
When you forget the words, do what Ella did: make up something else ... but not words.
37. Break it, stretch it, bend it, crush it, crack it, fold it.
38. Explore the other edge.
Great liberty exists when we avoid trying to run with the technological pack. We can’t find the leading edge because it’s trampled underfoot. Try using old-tech equipment made obsolete by an economic cycle but still rich with potential.
39. Coffee breaks, cab rides, green rooms.
Real growth often happens outside of where we intend it to, in the interstitial spaces – what Dr. Seuss calls "the waiting place." Hans Ulrich Obrist once organized a science and art conference with all of the infrastructure of a conference – the parties, chats, lunches, airport arrivals – but with no actual conference. Apparently it was hugely successful and spawned many ongoing collaborations.
40. Avoid fields.
Jump fences. Disciplinary boundaries and regulatory regimes are attempts to control the wilding of creative life. They are often understandable efforts to order what are manifold, complex, evolutionary processes. Our job is to jump the fences and cross the fields.
41. Laugh.
People visiting the studio often comment on how much we laugh. Since I've become aware of this, I use it as a barometer of how comfortably we are expressing ourselves.
42. Remember.
Growth is only possible as a product of history. Without memory, innovation is merely novelty. History gives growth a direction. But a memory is never perfect. Every memory is a degraded or composite image of a previous moment or event. That’s what makes us aware of its quality as a past and not a present. It means that every memory is new, a partial construct different from its source, and, as such, a potential for growth itself.
43. Power to the people.
Play can only happen when people feel they have control over their lives. We can't be free agents if we’re not free. A Design Education Manifesto
School is hard. Design school is especially hard because so much of it exists within the abstract, the opinion. There are few, if any, absolutes as you go through design school. Much of design education is about learning some key techniques and then trying to apply them to your work in interesting ways. The following are some thoughts I have about how to go through a design program and get the most out of the experience, and beyond as a creative professional.
Always take risks. It is easy to learn and then repeat exactly what you have learned. However, you will not grow that way. I can see value in the regurgitation of knowledge if you are a lawyer, but I have a hard time with it as a design student or a creative professional. You should be pushing yourself and you should be taking risks, especially in school. Big risks. Trying what may not work. Asking questions that may not have answers. Seeing if what you throw against the wall sticks. In my experience, taking risks in school has always paid off big time.
Be aggressive. There are many opportunities available while in design school. For example: collaborative projects, extracurricular activities, and freelance work. These opportunities will not always come to you, you must go get them. Every school has a publications department that designs and produces internal and external collateral. There is no reason that you should not be the person designing these projects. Make contacts and ask for work. If you are talented and a little lucky, you will get it.
Be aggressive in terms of your academics as well. There are two kinds of design professors at school: pushers and pullers. Some professors will push their knowledge on you. Others will make you pull what you need from them. Ask questions of both. Challenge their statements. Ask for precedents. Beyond the curriculum of the class, ask your favorite faculty who they know that needs an intern (because they do know people, I assure you). Ask faculty if they need any assistance with their own work. Find out which exhibits they enjoyed at local museums. It is very important that as a design student you do not sit back and let things happen to you. Be aggressive and create your own luck and opportunities.
Break the rules. I lecture to my students that they should “fuck the rules” as long as they have a good reason. I have consistently found that the students who are conservative, stay inside the lines and try to appeal to the teacher, are the students who do the most predictable work. Not bad work, just predictable. Defying the rules forces you to stray from the path of least resistance and ultimately make work that is more interesting, more meaningful and more fun to create.
But, that does not mean just be a contrarian for its own sake. It does not mean ignore any and all guidelines. It means take the requirements into consideration and break past them with good reasons and solid ideas. Breaking the rules just to be different is foolish, breaking the rules because you have a much better idea is smart.
Look at everything. Dismiss nothing. Each designer is born from a unique experience. Classmates in the same program will have different educations depending on which teachers they have, what field trips they take, and what books they pick up. As a designer you need to always be looking at the world around you. You need to see everything—the kind of detailed seeing taught in freshman drawing classes—not just looking, but really seeing. You need to be an observer as well as a maker. You should rid yourself of any preconceptions of what is and is not worthy of your attention. Everything has potential to be interesting and influential. Not everything will be, but the more you see the better your chances are at seeing something that will be useful to you.
Be obsessive. The saying goes that “necessity is the mother of invention.” I concur, but I think for designers the saying should be obsession is the mother of invention. Obsession is what drives you to explore and find out as much as possible about something that interests you. I do not mean that being clinically obsessive/compulsive is something to aspire to—I have been told that is neither fun or interesting—but I do mean you need to be intensely immersed and engaged in what you are doing. This obsession can move you past understanding and awareness into a translative process where you will start to make things. We are usually taught that obsession is unhealthy, and in some cases that is true. When it comes to how a designer looks at the world, obsession can provide an incredible explosion of ideas as you become so engrossed in something you start to reinvent it inside your head. Obsession can often help you to move through the threshold between thinking and making. You should never hold back your excitement about something that interests you, and by the same token, you should not hesitate to be obsessive about many things since you never know where your interests will lead.
Be uncomfortable. Comfort is tremendously overrated, especially as a designer. You know you can skew some type, add some color, toss in an image and make a decent piece of design. Maybe it’s not great, but it’s good enough. It is easy to get into the habit of making the kind of work you are comfortable making. Truly great, interesting, inspiring design comes not from comfort but from discomfort. It comes from the fear that what you are doing might really suck, but it also might just be brilliant. Discomfort makes you reexamine what you think you know and how you think things should work. Being uncomfortable helps you make decisions from the gut, it makes you push harder and take more risks. Grabbing that fear, holding onto that uncomfortable, scary place lets you push past expectations and into the unknown—into a process of discovery as opposed to regurgitation.
Be opinionated. You should have opinions about design and the world around you. Preferably, you should have strong opinions. Ideally, you should have strong and informed opinions. Every great designer I have ever met has an active stance on design, they do not passively allow work to wash over them. They have opinions about what they see. Having opinions means engaging in some kind of internal analysis of the work you see and formulating a response to it. As an educator I do this constantly in the classroom, and I try to do it constantly in the professional world as well. Opinions about design force you to pick a side, and define what kind of designer you are.
There are plenty of designers out there who punch a clock in the morning, mindlessly flow some text into InDesign all day, and then leave at five and don’t think about design until the next morning. There are designers who casually ignore art and design while they look for the next reality show on TV. Then there are the other designers who make more design in their spare time. Their idea of a good time is to look at typography or experiment with painting or photography. These are designers who are fully immersed in working visually, designers who are actively engaged in becoming better at what they do every day.
Be a cop. They say that when you are a police officer you are on duty 24/7/365. Cops always look at their surroundings from a cop’s perspective. They notice things others do not. They act as a cop would in an emergency situation whether or not they are in uniform. Most cops I have met and read about always carry their firearms and badge, even while on vacation. It is not something they turn off at the end of their shift.
A designer needs to act like a cop. When you are a designer, you are a designer 24/7/365. Always noticing, always observing, always designing, even if only in your head. Carrying a camera with you at all times is a good habit—capture interesting details you come across, not just because you have an assignment due, but because it is in your nature as a visual artist to observe and process the world around you. Inspiration comes from everywhere and nowhere, all at the same time.
One of the greatest things about being a designer is that you do not finish your design education when you leave design school. You continue learning for the rest of you life, and you should carry these ideas with you as you develop and mature into a creative professional.
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