
Above: 1970s TDK cassette tray packaging. Cited as influential by Graphic Thought Facility’s Andy Stevens in an interview with the Design Museum, London.
This Saturday I took part in a panel discussion at the New Museum along with Marco Roth, Astra Taylor, and the panel’s organizer, Brian Sholis. We were asked to give a short lecture at the start of the discussion to outline some of our views on “generational coherence, generational self-consciousness, peer networks,” and other themes related to the museum’s Generational show. While I don’t usually script my talks, preferring instead to discuss images casually as I display them, I decided that this panel was a good opportunity to set images aside for a moment and get my thoughts together on this subject. My remarks follow below, and I hope they’ll be of interest. —RG
Most graphic design is easy to make, quick to produce, and not expected to last that long. If it lasts awhile, great, but it makes no claim to permanence. About the most permanent thing a designer can make is a book, and those often get reeditioned or go out of print. So graphic design’s relationship to duration is different than that of a painting or a building. I’m working on several projects right now that involve redesigning things that were just designed or redesigned in the last five years. Magazines come out and are thrown away, posters are put up and torn down, websites are built to change everyday. A new CEO takes over and wants to put a new stamp on something, so the logo’s changed once again.
In fact, the duration of most graphic design is closer to that of a song. I’ve heard that for awhile Stevie Wonder wrote a song every day. He’s a lot like a designer in that regard. It’s practiced creativity. And, after a few months, he selected a dozen songs or so to release as an album. That’s his portfolio, an edit of songs for the world to share.
There has been a lot of thinking done about design and art. Today, I’d like to do a bit of thinking about contemporary graphic design and music. In terms of our conversation here, music is a useful tool for talking about generations because it’s so defining for generations. I think design is defining, too. We identify ourselves with the songs we listen to but also the brands we buy, the organizations we support, the websites we contribute to, and the media we collect.
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