Design Inspires Change by Andrea Falke

THE ENVIRONMENT

With many designers today there is an ever-increasing realization to do more. There is a desire to seek out opportunities to use design and its impact to create positive change, at both the local and globally level. The idea of responsible design usually focuses on two things, the materials and the clients we choose. The main challenge for the design community is figuring out how to expand what we do to have a greater impact to create change. We have the ability to contribute so much more as designers. Those designers in the forefront are using their design-thinking skills to develop and execute their own solutions to social problems, pushing the boundaries of what design can do. By implementing their own projects, we can and should set precedents and create sustainable markets for socially responsible design.

GREAT DESIGN CAN PROVOKE THOUGHTS, CREATE AWARENESS, INFLUENCE ATTITUDES, AND MOST IMPORTANTLY MOTIVATE POSITIVE CHANGE. AS GRAPHIC DESIGNERS, WE SHOULD ATTEMPT TO ANSWER ONE QUESTION. HOW CAN GRAPHIC DESIGNERS USE THEIR TALENTS TO MAKE A POSITIVE CHANGE IN THE WORLD, IN A WAY THAT IS ECONOMICALLY SUSTAINABLE FOR THEMSELVES AND VIABLE FOR THE STUDIOS THEY WORK FOR?

LETS TALK ABOUT FOOD

008

RETHINK TRANSIT

030

WHAT A WASTE

044

CLEAN CRISIS

064

CAN GRAPHIC DESIGN INSPIRE CHANGE IN THE FOOD INDUSTRY?

FOOD FIGHT! COW PARTS, FISH TOMATOES AND HIGH FRUCTOSE CORN SYRUP OH MY!

What we put on the dinner table can have a lasting impact on the Earth. Depending on the route your meal has taken from the farm to your plate, it can contribute to environmental problems such as global warming, loss of biodiversity, air and water pollution and soil erosion.

Food production is also responsible for a large amount of greenhouse gas emissions. The energy used for food production accounts for 17 percent of all fossil fuel in the United States and the average mouthful of food in the United States travels 1,300 miles before it is eaten. Vehicles used to transport the food emit fossil fuels, which contribute to air pollution, acid rain, and global warming, and energy is required to preserve the food for the journey. So how can graphic design play a part in reducing the environmental impact? Graphic design can communicate the problems and bring attention to them in a unique and exciting way. If there was more of a focus on creative graphic design for a positive change who knows what impact it could have.

010 | food

f ight

CURRENT SITUATION THERE ARE SO MANY PROBLEMS, WHERE DO WE START?

Although cheap food is good politics, it turns out there are significant costs to the environment, to the public and our culture. The food system consumes more fossil fuel energy than we can count on in the future, about a fifth of the total American use of such energy. There needs to be a radically new conception of agriculture, sustainable farming that makes use of natureâ&#x20AC;&#x2122;s finely balanced ecosystems. Graphic design can clearly put this messages in front of the public to hopefully inspire them to change. If people become more aware of the problems and the impact of food they may be much more willing to change their current ways. This chapter will explore the current graphic design taking place to try to change in the food industry and the environmental impact it is having. It is possible to use graphic design as a vehicle for change and more designers need to take on the projects for change in order to better their communities.

UNDERSTANDING FOOD TERMINOLOGY FIGURING OUT WHERE YOUR FOOD COMES FROM AND HOW MUCH IT IMPACTS THE ENVIRONMENT.

Being able to understand the terms used within the food industry has become a guessing game. Between all natural, organic, free range and local, how do you know what is in your food? Listed are some the definitions of some of the confusing and often misused terminology.

Orga nic

Natu ral

Organic food is produced by farmers

Food labeled “natural,” according to

who emphasize the use of renewable

the USDA definition, does not contain

resources and the conservation of soil

artificial ingredients or preservatives

and w ater to enhance environmental

and the ingredients are only minimally

quality for future generations. Or-

processed. However, they may contain

ganic meat, poultry, eggs, and dairy

antibiotics, growth hormones, and

products come from animals that

other similar chemicals. Regulations

are given no antibiotics or growth

are somewhat lenient for foods labeled

hormones. Organic food is produced

“natural.” Producers must submit an

without using most conventional

application at the time of slaughter,

pesticides; fertilizers made with

detailing practices used throughout the

synthetic ingredients.

life of the animal. Labels are evaluated to prevent mislabeling but no inspections are conducted and producers are

Free Rang e & Cage Free

not required to be certified.

USDA food labeling regulation only requires that the producer be able to demonstrate that the animals are

Loca l Food

allowed access to the outside and

A principle of sustainability relying

not contained, but applications and

on consumption of food that is locally

certification are not required. This

grown. It is part of the concept of local

level of regulation has allowed

purchasing, a preference to buy locally

producers to keep animals closely

produced goods and services.

confined, but without cages, and still use the label cage free.

CURRENT CHANGE TAKING PLACE IN THE FOOD INDUSTRY

TRUCK FARM INSPIRING PEOPLE TO BUY LOCALLY GROWN FOOD

Struck with the urge to build a garden but with no land to grow it on, Ian Cheney and Curt Ellis (co-creators of the film King Corn) decided to use a 1986 Dodge Ram pickup truck to create a portable vegetable and herb garden. Cheney and Ellis decide to harness solar energy atop of the old gray dodge to document the Truck Farm’s progress with enchanting time-elapsed filming. According to Matt Hickman of Nature Network, the Truck Farm is “ordinary looking truck—ordinary aside from the bed filled with soil and heirloom veggies—parked on Van Brunt Street had been turning heads for a while but no one knew quite what to make of it.” Two months later, Cheney’s mobile garden/CSA-on-wheels/fourwheeled farm is literally all over the place. Truck farm also used a branding system to bring about awareness of the

The Truck Farm bed full of in season vegetable varieties

014 | truck

farm

Truck Farm logo design Created for all promotional matericals

TRUCK FARM project and without the campaign

Truck Farm’s bed is not regular dirt,

which included posters, marketing,

it is a lightweight blend of styrofoam

video and branding, people may have

(talk about a cool way to recycle poly-

never seen this project.

styrene!), gel, organics, and clay.

HOW IT WORKED

that grow on/in Truck Farm? Believe

How do you grow your own food in

it or not, the Truck Farm has its very

the big city if you don’t have any land?

own CSA plan. For only 20 bucks, you

Easy do what these Brooklynites did

can eat whatever grows in this truck.

and start a Truck Farm! True, you

You have to admit that’s quite a bit

don’t usually think “1986 Dodge Ram

fresher than Fresh Direct.

So what happens to the veggies

when you think “green vehicle“, but

Okay, we know what you’re

this pickup with ripe rows of arugula,

thinking—a truck with a farm in its

lettuce, broccoli, herbs, tomatoes and

backseat still guzzles gas. This is one

habaneros thriving right in its flatbed,

aspect of the Truck Farm that was off.

is definitely an exception.

Perhaps they don’t actually drive the

Getting Truck Farm started

truck around that much? Although it

wasn’t quite as easy as just dumping

is certainly worth considering how the

a bunch of dirt into the bed of a truck

vehicle itself could be made greener,

and tossing some seeds in. Holes were

we think it’s important to focus on

drilled into the bed for drainage. Alive

what Truck Farm represents—a new,

Structures, a NYC-based company,

improved way of thinking about how

specializes in rainwater management

we get our food in the concrete jungle.

lent a hand with a root barrier, erosion

Keep on truckin’/farmin’!!!

blanket, drainage mat and cups which are usually reserved for green roofs. Last, but not least, the soil that lies in

4 STEPS TO GROWING YOUR OWN FOOD Plant, grow, eat is a project by senior graphic design students at College for Creative Studies in Detroit. This goal of the project was to address the issue of Detroit being a food desert. With limited access to quality grocery stores 1.

Old Bott le

Seed s

and fresh foods, we felt one possible solution is to teach people to grow their own produce (as the saying goes “teach a man to fish…”); as well as giving some quick guides to where to find some quality grocery stores in the city.

SEE DS

The solution included 64 mini gardens that were handed out in Detroit, each garden came with a care package with repotting info, recipes, a list of quality grocery stores, and a list of local community gardens; a workshop the following day also taught

Sciss ors

Dirt

attendants to make their own gardens The solution the team came up with was to teach people to grow their own produce (as the saying goes “teach

DIRT

a man to fish…”); as well as giving some quick guides to where to find some quality grocery stores in the city. The project was successful in helping build an understanding of the benefits of growing your own food.

Cut top of bottl e off

SEE

Fill with dirt

Enjo y your food

Pour in seed s

Plant, Grow, Eat logo and packaging design Designed by Julia Jeanguenat, Shaun Strack and Megan Shellenbarger

IN 2007, DETROIT WAS LABELED A FOOD DESERT— AN AREA THAT EITHER DOES NOT HAVE A MAINSTREAM GROCERY STORE, OR IT IS VERY DISTANT. MOST OFTEN, FOOD DESERTS ARE ISOLATED DISTRICTS OR NEIGHBORHOODS, BUT DETROIT IS AMERICA’S 11TH LARGEST CITY AND THERE IS NOT A SINGLE GROCERY STORE CHAIN WITHIN ITS CITY LIMITS.

MEAT FREE MONDAYS WHAT IS WRONG WITH EATING MEAT EVERY DAY?

THE IMPACT

Many of us feel helpless in the face

The meat-free mission is going to

of environmental challenges, and it

be supported by several high-profile

can be hard making a meaningful

chefs, including Giorgio Locatelli

contribution to a more sustainable,

and Yotam Ottolenghi, who have

cleaner, healthier world. Having one

created vegetarian recipes for the

designated meat free day a week is

campaign’s website. The ongoing

actually a meaningful change that

campaign hopes that in future to

everyone can make, affecting several

measure the number of people

political, environmental and ethical

switching to meat-free Mondays

issues all at once.

and reducing CO2 emissions. People

Last year the world’s leading

are taking more responsibility when

authority on climate change, Dr.

it comes to their food. “If every

Rajendra Pachauri, said that going

American went meatless one day a

meat-free once a week would be the

week for one year, it would be the

“most attractive” way for individuals

equivalent of removing 8 million

to reduce emissions. Earlier this year

cars from the road.”

The Guardian revealed that hospitals

The meat-free mission will be

were taking meat off menus as part

heavily supported by several high

of a strategy to cut greenhouse gas

profile chefs, including Locatelli and

emissions, while just last month the

Ottolenghi, who have both created

Belgian town of Ghent announced

vegetarian recipes for the campaign’s

plans to make every Thursday a

website. The ongoing campaign

meat-free day.

hopes that in future people will be

The links between meat and climate change have been very well known for several years. The livestock industry is responsible for a staggering 18% of global greenhouse gas emissions.

020 | meat

free

pursuaded to eat less meat.

Meat Free Mondayâ&#x20AC;&#x2122;s Poster and logo design

28 | overview

VOTE WITH YOUR FORK YOU ARE VOTING EVERYTIME YOU CHOOSE WHAT TO EAT

It has become a commonplace to say

and yet so unhealthy. For most of

that the industrial food system is not

history, the “food problem” has been

“sustainable”. Even Monsanto now

a problem of quantity. Our rates of

acknowledges that agriculture is not

obesity, diabetes, foodborne illness,

sustainable (which is why it needs

cardiovascular disease, and nutrient

the company’s genetically modified

deficiency suggest that quantity is not

organisms in place of pesticides.) But

the problem—or the solution.

it’s worth taking a moment to think through exactly what it means to say

CHANGE YOUR EATING HABITS

that a system is unsustainable, lest the

Since this campaign started, there

word lose its force. What it means,

has been a great deal of attention that

very simply, is that a practice can’t go

has focused on the power that people

on as it has much longer—that, because

have in changing the food system. This

of various internal contradictions, it

campaign has inspired people to make

will sooner or later break down.

better decisions in their food choices

This is the the case with our

which is having a positive effect on the

industrial food chain: evidence of

environment and overall health of the

failure is all around us. While it is

American public. With the immense

true that this system produces vast

problems within the food industry it

quantities of cheap food (indeed, the

is easy to forget that we are able to

vastness and cheapness is part of the

vote everyday for change in the food

problem), it is not doing what any

industry. It’s as easy as buying the

nation’s food system needs to do: that

type of food in which you support.

is, maintain its population in good health. Future historians will marvel at the existence of civilizations whose population was at once so well-fed

024 | vote

VOTE WITH YOUR FORK

6 EASY STEPS TO REDUCE YOUR ENVIRONMENTAL IMPACT 1.

Grow your own food

Gardening isnâ&#x20AC;&#x2122;t just for people with lots of land. You can raise your own tasty crops in the smallest and oddest of containers. If you have access to some sun, plus time to water and care for seedlings, every little spot in the world is your garden.

SEED S

Buy in-s easo n food

Lear n to comp ost

Seasonal food is fresher, tastier and

Small, local farms are run by farmers

more nutritious than out-of-season

who live on their land and work hard

food thatâ&#x20AC;&#x2122;s been force grown or flown

to preserve it. They protect open

from abroad.

spaces by keeping land in agricultural use and preserve actively reducing the effects of farming on climate change through carbon sequestration.

Buy loca lly grow n food

Join a comm unit y gard en

Small, local farms are run by farmers

who live on their land and work hard

to preserve it. They protect open

spaces by keeping land in agricultural

use and preserve natural habitats by

use and preserve actively reducing the

maintaining forest and wetlands. By

effects of farming on climate change

being good stewards of the land we

through carbon sequestration.

seek out local markets and harvest food only when it is ready to consume. Farmers can significantly reduce their environmental impact. Studies show that sustainable agricultural practices can increase our food production by up to 79% while at the same time reducing the effects of farming on climate change by carbon reduction.

Lear n how to cook

Small, local farms are run by farmers who live on their land and work hard to preserve it. They protect open spaces by keeping land in agricultural use and preserve actively reducing the effects of farming on climate change through carbon sequestration.

PROJECT WINTERFOOD BUYING IN-SEASON FOOD

GRAPHIC DESIGNS IMPACT?

This idea was developed in a course

You can help alleviate environmental

on socially conscious design at Virginia

impact through your food choices.

Commonwealth University. As part

Graphic design can play an important

of the class the students are required

role by informing people why buying

to create a real world group project,

local in-season food can positively

based on the themes of the class, that

impact the environment. Design has

reaches into the community beyond

become more of a role in the food

the school. The class decided to focus

industry through promotional and

on the issue of local, in-season food.

marketing materials and packaging

Theyâ&#x20AC;&#x2122;ve created an art event called

design. Community members have

Project Winterfood that will give

become more aware of the problem

people in the area a fun way to learn

because of all the design that is cur-

more about what grows in the area in

rently being done to promote a more

the winter and why itâ&#x20AC;&#x2122;s important to

sustainable diet.

eat locally grown food.

Project Winterfood poster design Design Rebels

Educational information placed around community areas Design Rebels

UNDERSTANDING THE PROBLEM WITH ENERGY

WE’RE IN OVERDRIVE WHY ARE WE SO ADDICTED TO DRIVING?

By the end of this century then, a mere 90 years from now, we’ll need to have an infrastructure that runs exclusively on renewably generated electricity, biofuels, and possibly nuclear energy. Fortunately, there is more than enough available renewable energy to meet all of our needs, if we can harness it. Unfortunately, we’re starting from a point at which less than 2% of the world’s energy comes from renewables like wind, solar and geothermal. Hydro provides about 6%, and nuclear about 6%, but for reasons too numerous to get into here, I don’t believe either source will increase much in the future, and both could actually decline. Our challenge then is to make that 2% fraction grow to replace about 86% of the world’s current primary energy, in 90 years or less. We are currently at peak oil, a short, roughly 5-year plateau which goes into terminal decline around 2012. All fossil fuel energy combined peaks around 2018, less than a decade from now. It generally takes decades to substitute one form of primary energy for another, and 100 years for a given source of energy to achieve 50% market penetration. Therefore, we are going to have to accomplish most of the renewable energy revolution in a scenario of ever-declining fuel supply. In just 50 years, we’ll be working with

| overview 032 |38overdrive

about half our current energy budget.

into their car they would think, maybe

So in fact we may only have 50 years

next time Iâ&#x20AC;&#x2122;ll just walk. Sometimes we

to build the new renewable energy

forget how much of an impact we can

and efficiency capacity we will need to

actually have on people.

get us through the end of the century.

With transportation, it is important to both give people the facts

WHAT NEEDS TO BE DONE?

about the problem, but also offer them

How can we replace or offset through

are such simple steps and they could

efficiency at least 40% of our current

be communicated in a number of

vehicle energy supply with renewables

ways. Even huge billboards of signs

in the next few years? There needs to

with a unique narrative would grab

be a drastic change and an increase in

peoples attention. The goal should

understanding of the problem.

be to get people to just think a little

Graphic design can play a huge

simple alternatives or solutions in order to better their own life. There

harder about some of the decisions

role in the educational aspect of this

they are currently making. Design is

topic. As designers it is our job to

a great pathway to start that change.

communicate clear messages while telling a story. If we were able to get people to understand the seriousness of the transportation problem perhaps the would have a new outlook on the problem. Maybe the next time the got

GET OUT OF THE CAR

1 BILLION WALKING TRIPS

More people walking and biking year round and the Department of Transportation is responding by dramatically increasing the amount of money spent on projects for pedestrians and cyclists. This is a look at the rise of foot-powered travel in America.

$178 million

$6 million

DOT budget for

pedestrian and bicycle programs

DOT budget for

pedestrian and bicycle

18 BILLION

20.3 BILLION

1.7 BILLION

3.3 BILLION

programs

1 BILLION BIKING TRIPS

$1.2 billion DOT budget for

$339 million

pedestrian and bicycle programs

DOT budget for

pedestrian and bicycle

35.3 BILLION

42 BILLION

3.3 BILLION

4 BILLION

programs

CURRENT CHANGE TAKING PLACE IN THE TRANSPORTATION INDUSTRY

A BETTER PLACE HOW CAN WE RETHINK THE WAY WE DRIVE

Better Place is on a mission to deliver the world from its dependence on oil-based transportation. The company is building an infrastructure for the deployment of zero-emission vehicles worldwide. They are partnering with leading automakers to create the electric vehicles; battery manufacturers to build clean and safe batteries; companies to accelerate the migration to renewable energy; and policy makers who will promote forward-thinking policies. The core idea for the project were the “Four P’s,” or how the Pump negatively affects People, the Planet, and Prosperity. By enabling one simple change-from Pump to Plug-Better Place is setting out to create positive change for people around the globe.

A Better Place business card and website Designed by Addis Creson

036 | better

place

An animated logo represented the

Since launching the brand in January

transformation inherent in Better

2008, Better Place has garnered the

Placeâ&#x20AC;&#x2122;s mission. In order to drive

attention and approval of government

awareness, they launched a brand

policy makers, auto-manufacturers,

video whose compelling animation

investors, and members worldwide.

style and narrative helped dispel

Nissan is the first manufacturer who

the myths of electric car ownership

committed to producing the cars. The

and presented a viable future for

first recharge grid will go live in Israel

transportation. By utilizing viral and

in 2010, with Denmark, Australia,

social media to help share the Better

California, and several additional

Place story, we extended the brandâ&#x20AC;&#x2122;s

areas coming on line soon after that.

touchpoints to form a global grass roots movement. A Better Place office and car graphics Designed by Addis Creson

038 | green

pedal

AVEDA CREATED A NEW LINE OF PRODUCTS THAT WERE COMPLETELY GREEN, AND USED THIS PRODUCT LAUNCH TO PROMOTE A LIFESTYLE CHANGE AMONG ITS CONSUMERS. WITH POWERFUL COSMETIC COMPANIES USING THEIR POWER, MAYBE THEY CAN CREATE A POSITIVE CHANGE.

TRANSPORTATION ALTERNATIVES A BETTER WAY TO TRAVEL

While a great deal of focus today is on

created a brand new identity for

not driving, there are often a lack of

Transportation Alternatives which is

alternatives presented. So how do we

New Yorkâ&#x20AC;&#x2122;s advocate for safe biking,

learn and understand the transpor-

walking & public transportation.

tation system in the area we live? Graphic design can play a huge role

THE BENEFITS

in this. From the wayfinding system

The benefits of this project are pretty

designed in subway stations to the bus

clear. By promoting another type of

brochures, there are a wide range of

transportation, there will be less cars

areas that graphic design currently

commuting every day.

lends a hand. Designer Drew Heffron,

Transportation Alternatives identity design Designed by Drew Heffron

040 | alternatives

48 | overview 074 | weâ&#x20AC;&#x2122;re a mess

50 | overview

CAN GRAPHIC DESIGN HELP FIX THE TRASH PROBLEM?

WE’RE A MESS DOESN’T OUR TRASH GO TO THE GARBAGE FAIRY?

In the context of garbage, what defines “home”? Some would think it’s the structure we live in. Others picture the city or even state they reside. Is it our country? Nope. Think bigger. When we speak of the garbage problem we are facing, our home is defined as Earth. All over the world, garbage is piling up in landfills, but also along city streets and in our waterways and oceans. How many of us have been to one of these overflowing landfills? We should all “experienced a landfill” because when you visit one of these places, you just don’t look at it, you are in awe of it. Most people literally experience some form of emotion when they truly realize the amount of waste that is being produced in such a small area of our planet and then wonder just how can we continue to keep living the same way we always have? Where will all of the garbage go? New York City creates over 11,000 tons of waste per day and is facing hauling their garbage more than 300 miles away now that they’ve run out of room for it. In China, rampant consumerism is overtaking the previously predominante poverty and is now becoming quite the “throw-away society”, even surpassing the United States in

046 | we’re

a mess

the amount of household waste being

ing methane into our atmosphere,

produced. The Chinese government

which is a potent greenhouse gas.

has now warned that they will run

Ever heard of the “Great Pacific

out of room for their garbage within

Garbage Patch”? It’s a “plastic soup”

five years. As a so-called solution to

of waste floating in the Pacific Ocean

their problem, they’ve built trash

and is growing at an alarming rate. It

incinerators and are building more.

now covers an area twice the size of

Italy’s streets and waterways

the continental U.S. Waste, consists

are lined with mounds and mounds

of 80% plastics, and originates mostly

garbage along their waterways and in

from waste traveling from land and

their streets directly in the midst of

rivers via oceanic currents. Sometimes

businesses and homes.

trails of these patches drift down over

These places represent just a

the Hawaiian Islands and the refuse

fraction of the places being overrun

ends up on the beaches and affects the

by our waste and although specific

wildlife, some endangered. Waimanalo

locations are mentioned, this problem

Beach on Oahu has been known to get

doesn’t remain local to those places.

coated in “plastic sand” along with an

The garbage problem is a global issue.

amazing amount of larger debris.

CURRENT SITUATION

only remain local to where they are

Every refuse dump across the world is

reexamine how we can adjust our

decaying and leaching chemicals into

need for stuff in order to reduce the

the soil and air and water. All of the

growning problem of waste.

These garbage problems do not

organic matter sent to these dumps decomposes and releases foul-smell-

originated. We need to communicate this message to a wider audience and

WHAT ARE THOSE NUMBERS

1 PETE

PETE HDPE

PVC

UNDERSTANDING THE MATERIALS AND HOW TO RECYCLE 1.

PET or PET E

HDP E

LDPE

Polyethylene Terephthalate plastic

High Density Polyethylene has many

is the most common for single-use

uses, especially for packaging. It is

bottled beverages, because it is

readily recyclable into many goods

inexpensive, lightweight and easy

FOUND IN: Milk jugs, juice bottles,

to recycle. Recycling rates remain

bleach, detergent and household

relatively low (around 20%), though

cleaner bottles, shampoo bottles,

the material is in high demand by

shopping bags; motor oil bottles, but-

remanufacturers.

ter and yogurt tubs, cereal box liners

FOUND IN: Soft drink, water and

RECYCLING: Picked up through

beer bottle, mouthwash bottles, peanut

most curbside recycling programs,

butter containers, salad dressing bottle,

although some allow only those

oil containers, ovenable food trays.

containers with necks.

RECYCLING: Picked up through

RECYCLED INTO: Oil bottles, pens,

most curbside recycling programs.

laundry detergent bottles, recycling

RECYCLED INTO: Polar fleece, fiber,

containers, floor tile, drainage pipe,

tote bags, furniture, carpet, paneling,

lumber, benches, doghouses, picnic

straps, (occasionally) new containers

tables, fencing

PVC

PVC is tough and weathers well, so

Polypropylene has a high melting point,

it is commonly used for piping and

and so is often chosen for containers that

siding. PVC contains chlorine, so its

must accept hot liquid. It is gradually

manufacture can release dangerous

becoming more accepted by recyclers.

dioxins. If you must cook with PVC,

FOUND IN: Yogurt containers, syrup

donâ&#x20AC;&#x2122;t let the plastic touch food.

bottles, ketchup bottles, caps, straws,

FOUND IN: Window cleaner, detergent

medicine bottles

bottles, shampoo bottles, cooking oil

RECYCLING: Number 5 plastics can be

bottles, clear food packaging, medical

recycled through some programs.

equipment, siding, windows, piping

RECYCLED INTO: Signal lights, battery

RECYCLING: Rarely recycled.

cables, brooms, brushes, auto battery cases,

RECYCLED INTO: Decks, paneling,

ice scrapers, landscape borders, bicycle

mudflaps, roadway gutters, flooring,

racks, rakes, bins, pallets, trays

cables, speed bumps, mats

LDP E

Polystyrene can be made into rigid

LDPE is a flexible plastic with many

or foam products such as Styrofoam.

applications. Historically it has not

Evidence suggests polystyrene can

been accepted through American

leach potential toxins into foods. The

curbside recycling programs, but more

material was on environmentalistsâ&#x20AC;&#x2122; hit

communities are starting to accept it.

lists for dispersing widely across the

FOUND IN: Squeezable bottles, bread,

landscape, and for being notoriously

frozen food, shopping bags, tote bags,

difficult to recycle.

clothing, furniture, carpet.

FOUND IN: Disposable plates and

RECYCLING: Plastic shopping bags

cups, meat trays, carry-out containers,

can be returned to many stores.

egg cartons, compact disc cases.

RECYCLED INTO: Trash can liners

RECYCLING: Number 6 plastics can

and cans, compost bins, floor tile,

be recycled through some programs.

shipping envelopes, paneling, lumber,

RECYCLED INTO: Insulation, light

landscaping ties.

switch plates, vents, rulers, carry-out containers, egg cartons.

CURRENT CHANGE TAKING PLACE WITH OUR WASTE

WARM DETROIT WARM DETROIT

Warm Detroit started out as a chance driven project, in which David Stafford & Michael Prewitt randomly seleted the old Packard Plant as the projectâ&#x20AC;&#x2122;s starting point. Through chance the two found a surplus of abandoned clothing that seemed to be worth salvaging. While digging through the piles of clothing, they were able to find 40+ articles which looked promising. After a thorough cleaning, some of the articles were still too filthy to keep. So out of the 40+ they were left with about 30 which were in good condition to hand out in Detroit. The clothes were rolled up and wrapped with found paper. They then designed

034 | trashed 050 | warm detroit

simple labels which communicated the information about the article of clothing. Icons were created to show what the particular article and clothing size was. The practical packaging was applied the clothing was ready to be gifted back to the city. THE PROJECT OUTCOME

Once all of the clothing was labeled, the team distributed the clothing to local soup kitchens, and on the street. The homeless people they encountered were grateful to receive clothing and many even asked for multiple articles. On the walk back from handing out all of the clothing, the group discovered stray labels on the streets. With little effort on their part, the distribution had been successful.

Warm Detroit Packaging design Designed by Zak Ostrowski

WARM DETROIT BEGAN AS AN ACTIVIST GROUNDED PROJECT, IN WHICH THE OLD PACKARD PLANT WAS CHOSEN AS THE PROJECT’S STARTING POINT. THROUGH CHANCE & LUCK, THERE WAS A LARGE SURPLUS OF ABANDONED CLOTHING FOUND AT THE BUILDING THAT SEEMED WORTH SALVAGING. AFTER BOTH CLEANING AND PACKAGING WAS APPLIED, THE CLOTHING WAS READY TO BE GIFTED BACK TO THE CITY.

CREATING DESIGN WITH GARBAGE COCA-COLA PROMOTION

No one can deny that Coca-Cola’s existence inevitably means some sort of environmental impact—it’s unfortunately a given that products will end up in landfills and garbage patches in oceans—but what’s important to note about Coca-Cola’s relationship to the environment and the world around it is its recognition. It recognizes its size, and more importantly, the potential for power and influence that size brings (both positive and negative). It recognizes its ability (and perhaps, necessity) to change. But where do you start? For Coca-Cola, that start came with forging partnerships. THE OUTCOME

They began to examine how much of their waste was ending up in landfills and the impact that was having on the environment. They launched this campaign which asked the cunsumer to imagine what the possibilites with recycling could be. Rather than just throwing the can into the garbage of recycling bin, what else could be done creatively with the trash?

054 | garbage

design

Cola Cola Recycle campaign Designed by Caio Tezoto

MANY ITEMS IN THE LANDFILL COULD HAVE BEEN RECYCLED IT ONLY TAKES A FEW EXTRA SECONDS TO RECYCLE, DONâ&#x20AC;&#x2122;T BE LAZY.

It is important to understand what happens to waste. If we make an effort to recycle and use reusable or used products the reduction in waste would be immense.

27%

of all food produced isnâ&#x20AC;&#x2122;t eaten

30%

of consumers disposed of their TV in the trash.

10%

of landfills are plastic bottles

93%

of textile waste diverted to recycling is successfully reclaimed

Newspaper to New Paper Packaging design

058 | new

paper

NEWSPAPER TO NEW PAPER USING OLD DESIGN TO CREATED SOMETHING NEW

This piece of packaging was designed for a street vendor that sells farm grown fruit and vegetables, based on the old newspaper used to wrap vegetables. A newspaper has two benefits: its ability to retain moisture and keep vegetables fresh for longer; and the fact that itis being reused. Under the Newspaper to New Paper project, we used newspapers that had been thrown away and added an element of playful and engaging design, for both those selling the produce and those buying it. As a result, the project was eco-friendly as well as budget-friendly. By simply adding dots and stripes to the old newspaper, we created a completely new and usable packaging design.

SOMETHING NEW DESIGN WITHIN REACH

Design Within Reach created this spring book, What is Green? in order to exploring the topic. Being a design company, they were encouraged by the increasing number of smart design solutions to improve the planet. They knew however that not all items fit into every category of ecological perfection. The company believes in honestly presenting an assortment so the customer can choose whatâ&#x20AC;&#x2122;s best for you. They also believe that well-designed products last. This 160 page, perfect-bound book presents the assortment through this filter. Design within reach decided to use old, used materials in order to create something. They were really encouraged by the increasing number of smart solutions to improve the planet, new and usable. The company took old tires that would otherwise have ended up in the landfill and used them to create a vase. This is the way of thinking that needs to be introduced in all aspects of design. THE POSSIBILITIES

If we reexamine the possiblities of what we could do with materials we already have we would greatly decrease the amount of waste we are

062 | something

new

producing. This is one of the biggest problems with the design industry. We continue to make new things rather than using those materials and products that already exist. So how do we get from creating new products to creating new from old? The topic of waste is already getting a great deal of attention in the media, but as graphic designers we can also make a difference. If the message reached a wide audience and clearly communicated the problem in a way that would make people think maybe change would begin to happen. Designers have a great deal of power as storytellers and have the ability to connect deeply with an audience. It is however up to us to take on projects that will directly impact and influence society as a hole. This is a serious problem that could be set in the right direction it design decided to play an important role in positively changing the direction of overconsumption.

Design Within Reach spring book

70 | overview

UNDERSTANDING THE PROBLEM WITH ENERGY

THE ENERGY PROBLEM DON’T WE HAVE AN UNLIMITED SOURCE OF ENERGY ON EARTH?

066 | energy

problem

current energy budget. So in fact we

SOLUTION TWO

may only have about 50 years to build

Alternative Vehicles. Since we have

most of the new renewable energy and

reconfigured our urban topology

efficiency capacity we will need to get

based around transit and deploying

us through the end of the century.

light rail will take decades, we will need some transitional solutions that

WHAT NEEDS TO BE DONE? How can we replace or offset through efficiency at least 40% of our current energy supply with renewables in the next 50 years, while fuel prices are

still allow us to get around in cars for a good many years. SOLUTION THREE

Efficiency. Most of the efficiency gains we can make are thermal: reducing the energy it takes to heat and cool.

rising and the global economy is flat or

SOLUTION FOUR

shrinking due to a lack of fuel? A few

Utility Scale Renewables. Weâ&#x20AC;&#x2122;ll need

things that can be done are as follows:

large solar plants across all of the

SOLUTION ONE

Rooftop Solar PV. Utility scale projects

Southwest, and huge wind farms in the Midwest and offshore.

such as giant solar farms and giant

SOLUTION FIVE

wind farms all face serious hurdles

A Beefier, Smarter Grid. The good

in siting, permitting, environmental

news is that we already have most of

impact, and transmission capability.

the technologies we need in this area.

PV solar systems face no such issues

All that we lack is the will and the

and can be deployed right now.

funding to put it in place.

LIGHTS OFF FOR EARTH DAY

TOTAL ENERGY CONSUMPTION PER CAPITA 2008 (MILLION BTU)

450+

CALIFORNIA CONNECTICUT FLORIDA NEVADA MARYLAND MASSACHUSETTES NORTH CAROLINA VERMONT ARIZONA UTAH OREGON MICHIGAN

225299

RHODE ISLAND NEW YORK

<224

IOWA TEXAS NORTH DAKOTA WEST VIRGINIA WYOMING KENTUCKY LOUISIANA INDIVIDUAL ENERGY CONSUMPTION BY STATE

NEBRASKA MINNESOTA OKLAHOMA SOUTH DAKOTA MISSISSIPPI ALASKA KANSAS ALABAMA INDIANA MONTANA NEW JERSEY ARKANSAS HAWAII 375449

TENNESSEE MISSOURI GEORGIA WISCONSIN DELAWARE SOUTH CAROLINA ILLINOIS MAINE NEW MEXICO IDAHO PENNSYLVANIA WASHINGTON COLORADO OHIO VIRGINA

300374

CURRENT CHANGE TAKING PLACE IN THE ENERGY INDUSTRY

ILLUME Illume saw the need for a much more creative and innovative way to communicate the positive aspects of switching to CFL lightbulbs. There was a lack of knowledge on the topic and it was very hard for the consumer to tell the difference between bulbs based on the packaging that was currently on the shelves. Illume noticed this concern and decided to rebrand and relaunch their own brand of the CFL bulb.

070 | illume

HOW CAN THIS HELP?

One of the easiest ways for people

for this bulb is bold and eye catching.

to use less energy is to switch to

They used materials which scream

CFL bulbs. There’s really nothing

“good for the environment” which

difficult about it. If every American

will hopefully capture the attention

ahd their home use just one light with

of the consumer.

an ENERGY STAR bulb, we would

If consumers would pay closer

save enough energy to light 3 million

attention to the design details, they

homes for a year, save $600 million

would find out the great money

in annual energy costs, and prevent

savings by switching to this product.

9 billion pounds of greenhouse gas

They can save more than $40 in elec-

emissions per year, equivalent to those

tricity costs over its lifetime. It uses

from about 800,000 cars.

about 75% less energy than standard

Graphic design can ispire people

incandescent bulbs and lasts up to 10

to change bulbs by creating innovative

times longer. An easy change for such

packaging design that communicates

positive change.

to the viewer the benefits they will receive by changing this one simple thing. The packaging design created

Illume packaging design

EARTH HOUR AN INNOVATIVE REMINDER

As a reminder to join in Earth Hour 2008, mobile billboards were set up across city centers across all of Australia. The billboards featured a city skyline at night with post-it-notes which were representing the lights in the windows of the buildings. When people took one, they turned off a light on the billboard, and were reminded to turn off their lights for Earth Hour. HOW CAN THIS HELP?

By reminding people of this important event in an innovative way, there are much more likely to remember and take part. The idea to put something where the viewer must participate out in a highly trafficked area was great on their part. It put the idea in front of their intended audience, the public. In 2008, 50 million people around the planet took part in Earth Hour 2008 by switching off their lights for an hour on 29 March 2008 from 8 p.m. to 9 p.m. local time, recognizing the contribution individuals can make in tackling climate change. It is clear that while this design may not account for those 50 million people, it did imipact enough to make a different.

072 | earth

hour

Earth Day mobile billboards

RENERGY A NEW WAY OF THINKING

HOW CAN THIS HELP?

Identity and brand experience was

This is a unique way to display the

developed for this renewable energy

idea and impact of energy. The poster

conference. The mark and the colors

design really takes advantage of the

used play an important part in keeping

photograph to speak to the positive

the youthful yet serious nature of this

ways of harnessing more energy.

conference. Visual movement and

Rather than relying on energy, we

rhythm play a significant role in the

should focus our concern on finding

entire brand system.

new ways to harness solar power. This design was used for a sustainable conference which developed to educate and encourage people to pay attention to their energy use and hopefully the result would be a change in their current thinking of energy.

074 | renergy

Renergy poster and business card Designed by Vijay Suvarnan

072 | renewable

ENERGY COALITION Energy Action Coalition is a coalition

levels by 2050. They also want to

of 50 youth-led environmental and

conserve and restore the worldâ&#x20AC;&#x2122;s

social justice groups working together

forests, ecosystems, and carbon sinks,

to build the youth clean energy and

which are the best natural defense

climate movement.

in a warming world.

Working with hundreds of both

They see a future powered by

campus and youth groups, dozens

clean, renewable energy like wind,

of youth networks, and hundreds of

solar, and geothermal; 100% of our

thousands of young people, Energy

electricity should come from these

Action Coalition and its partners have

sources, and we should invest in sus-

united a movement behind winning

tainable transit and energy efficiency.

local victories and coordinating on

With the campaign to back up this

state, regional, and national levels in

group, they have inspired people to

the United States and Canada.

take action by writing letters to

HOW CAN THIS HELP?

The goal of this design was to get a

government officials and holding

younger group of people more involved

informational sessions to talk about

in the current energy regulations. Some

climate change and sustainable energy.

of the changes they are hoping to see

This group of young individuals used

put in place are, to reduce global warm-

design as their vehicle for change and

ing pollution by the targets science tells

their actions are already being seen

us are necessary: 40% below 1990 levels

across America.

by 2020; and 80%-95% below 1990 Energy Coalition buttons and toolkit Designed by Jonathan Motzkin

078 | power

vote

WITH GRAPHIC DESIGN PLAYING SUCH A HUGE ROLE IN CHANGE, THERE IS NO SHOCK THAT IMPORTANT ISSUES ARE BEING BROUGHT TO THE FOREFRONT. THIS TYPE OF DESIGN NEEDS TO DEVELOP AND GROW INTO AN ESSENTIAL PART OF THE INDUSTRY. WE HAVE THE ABILITY TO TALK ABOUT TOPICS IN A WAY THAT MANY CAN’T AND IT IS UP TO DESIGNERS TO MAKE POSITIVE CHANGE.

ANDREA FALKE Type Systems | Fall 2010

WHEN INNOVATIVE DESIGN MEETS THE NEEDS OF THE WORLD, POWERFUL THINGS CAN HAPPEN. DESIGN IS NOT JUST ABOUT CREATING ELEGANT OBJECTS OR BEAUTIFYING THE WORLD AROUND US; AS DESIGNERS WE HAVE THE OPPORTUNITY TO CHANGE THE WORLD FOR THE BETTER.

THE ENVIRONMENT

92 | overview