Stop, Think, Go, Do

Graphic design arguably is itself a grand portal to the

process of education.

EDUCATE

Every day, every minute we are being educated. As

long as information comes our way we are learning

something. To inform implies to educate. Yet there is a

fine line separating these two verbs. Not all information

is truly educational; not all education relies entirely on

information. While the goal may be the same (i.e., to

encourage thinking and doing), the content and context

of informing and educating is sometimes distinct.

Educational messages that provide information require

an additional cognitive step. Translating the information

imbedded in raw image and text into fuel that powers

various behavioral and intellectual engines is the goal.

How this is accomplished demands different steps

depending on what is imparted.

What do we mean by, “Not all education relies on infor-

mation”? Well, sometimes education can be triggered

by designed signs and symbols, similar to those that tell

us to stop, go, do. For example, the logo for we (page 200),

which also cleverly transposes into me, is a mnemonic

for an organization founded by U.S. vice president Al

Gore to improve environmental education and ultimately

action. While the mark is not loaded with data, it does

symbolize a wealth of educational initiatives. So, in

this sense the logo is a button that when literally and

figuratively pressed opens a floodgate that helps educate

people on important environmental issues.

Neither does the poster for 2011 Bridge (page 203),

“Connect. Act. Transform,” provide the data necessary to

actually accomplish these stated behaviors. Rather, it is

an announcement that hopefully will trigger the urge to

learn more. In this way the goal of education is enabled.

Conversely, the McKinsey Conference booklet (page

202) is filled with loads of information, serving as a tuto-

rial for where the global corporations in Switzerland can

199

be found and what they do. For those who need to know

more about Swiss finance and business, the mnemonic

words used throughout this document are guides to the data.

“The Politics of Science” “Shame”, and “Lies” (page 207)

are metaphoric typographic illustrations that compress

many visual ideas into the letters of the respective words.

Given that one picture is worth a thousand words, these

images may not provide facts and figures, but they enable

the reader to immediately comprehend the essential theme

of what is presented.

Given the same metaphoric principle, “It’s Never Too Late

To Get Where You’re Going” (page 209) for the School of

Visual Arts uses New York subway mosaics to signal that

this is, in fact, a poster that appears in the New York subway

stations. Another metaphoric approach, “The Person You Love

is 72.8% Water” (page 204), a useful piece of information if

there ever was one, is composed of lettering that literally

illustrates the message.

Traditional type specimens are the epitome of educational

messaging, for at once it must provide a literal showing and an

aesthetic display of the typeface in question. The samples for

Delvard Display (page 205) let the user know how to translate

the information—type sizes and weights—into functional data.

Obviously, there are various ways to be educated through

and by graphic design. Indeed graphic design arguably is

itself a portal to education. Milton Glaser uses the phrase

“to inform and delight” as a definition of what he does, and of

design. Perhaps it is more accurate to say, “educate and delight,”

since that is the essence of this kind of creative activity.

We Logo

Client: Al Gore and the Alliance for Climate Protection

Agency: COLLINS: and The Martin Agency

Designers: John Moon, Mickey Pangilinan,

Brian Collins, CCO

Art Director/Creative Directors: Ty Harper, Raymond

McKinney, Sean Riley

Typographer: Chester Jenkins, Village

With time running out, Al Gore’s Alliance for

Climate Protection called on COLLINS: and

The Martin Agency to “make solving the

climate crisis everybody’s business.” Using

the inspiration “We the People …” the team

turns me into we, creating a transformational

logo that calls the masses to action. Within

months, hundreds of thousands call for a

global treaty.

stop, think, go, do

200

City War Museum

Designer: Mirna Hamady

Area with Cultural Significance

Designer: Mirna Hamady

He/She Was Shot Dead Here

Designer: Mirna Hamady

These signs are at once

deceiving and soothing. Aside

from the image of a machine

gun, the color suggests an

entertainment zone rather

than monuments to horror.

seven : educate

201