1.
STRUCTUREDoing it right, and how you’d know

2.
United States Of America by Joao Santos from the Noun Project

3.
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

4.
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

5.
DESIGN IS THE
RENDERING
OF INTENT
Jared Spool

6.
Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”
1989
$111,000,000

7.
Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Dan Klyn
2014
$7,500,000

8.
With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009

9.
Christian Norberg-Shulz
PLACES
REPRESENT
ARCHITECTURE’S
SHARE IN
TRUTH

10.
“ There needs to be a place…
one place: one complete thought
around music… “ Trent Reznor

11.
A PLACE
MADE OF
INFORMATION

12.
Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul
1955

13.
“Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons
1963

14.
“Sleeper” by Woody Allen © United Artists 1973A scene from the film “Sleeper” by Woody Allen © United Artists 1973

15.
1963
“Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr
I WANTED THE SHAPE OF IT
TO SING AN UNENCUMBERED SONG

16.
1962

17.
1962
West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen
ALWAYS DESIGN A THING
BY CONSIDERING IT
IN ITS NEXT LARGER CONTEXT
Eliel Saaranen

18.
Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen
1962

19.
https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa
19631962

20.
1972
WHAT IS GOOD
STRUCTURE?Nakagin Capsule Tower by Kisho Kurokawa. Photograph by pictureTYO on Flickr

21.
Nakagin Capsule Tower renderings from SciArcTokyo
TACTICS

22.
Nakagin Capsule Tower renderings from SciArcTokyo
STRATEGY

23.
Richard Saul Wurman Photograph by Melissa Mahoney
THERE IS NO
RIGHT WAY
Richard Saul Wurman

24.
Richard Saul Wurman Photograph by Melissa Mahoney
Richard Saul Wurman

25.
1894
Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.

26.
1899
Horsey Horseless, early American-made automobile. Illustration from TIME magazine online,
http://content.time.com/time/specials/2007/article/0,28804,1658545_1657686,00.html

27.
1397
Kinkaku-ji Temple, Kyoto. Photo from California State University at Fullerton
http://nsm.fullerton.edu/usuzcpse/extensions/rokgallery/44-kinkakuji-temple-kyoto

28.
607
Horyu Gakumonji in Ikaruga, Nara Prefecture, Japan. Photo from Wikimedia Commons.

29.
TOWARD
GOOD
STRUCTURE
St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn

30.
MAPPED INTENTIONS
An “Elephant Path” from the back cover of Jan-Dirk van der Burg’s book Olifantenpaadjes
http://www.amazon.com/Desire-Lines-Olifantenpaadjes-Jan-Dirk-Burg/dp/908176070X

31.
MAPPED INTENTIONS
Desire Lines in Detriot by Sweet Juniper
http://www.sweet-juniper.com/2009/06/streets-with-no-name.html

32.
Alfred Korzybski
THE MAP IS NOT THE TERRITORY,
BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE
WHICH ACCOUNTS FOR ITS USEFULNESS

33.
BUSINESS REQUIREMENTS DOCUMENT

34.
PERFORMANCE CONTINUUM

35.
Service Acquire

36.
EITHER / OR

37.
YET

38.
Acquire Service
Optimize Innovate
Now Future
Engagement Conversion

39.
Service
TRUTH
INTENTION

40.
Service Acquire

41.
INTENT
STRUCTURE

42.
Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin
1971
Richard Saul Wurman
THE CLASSIC,
PERVASIVE
SEDUCTION TO
DESIGNERS HAS BEEN
TO FIND A SOLUTION
INSTEAD OF THE
TRUTH

43.
MAPPED INTENTIONS

44.
Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn
ARRANGE FOR MEANING

45.
1989
From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman

46.
1989
From the first edition of Information Anxiety, by Richard Saul Wurman

47.
CHANGE IN ARRANGEMENT
CHANGE IN MEANING

48.
A captivating experience.
News brings the beautiful editorial layouts
and typography of print to the screen. Enjoy
interactive and engaging stories, rich with
photo galleries, videos, and animation.
Content is optimized for both iPhone and
iPad, so you’ll have a great reading
experience no matter which device you’re
using.
CHANGED ARRANGEMENT =
CHANGED EXPERIENCE

49.
“The Structural Integrity of Meaning Across Contexts”
- Jorge Arango

50.
1972
Analysis of all of the words on advertising billboard signs along the Las Vegas “strip” in 1969, in Learning From Las Vegas ,
Venturi, Scott Brown and Izenour, Published by MIT Press, Cambridge

51.
STRUCTURE
INTENT
MEANING

52.
DUMB MODELS
Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander

53.
2001

54.
RHETORICAL > PICTORIAL

55.
shopping shopping
quoting
rentals
quoting
requesting
customrentals
us
us
custom
HOBBS MODELS

56.
150X/DAY
40HRS/MO
Photo by David Peter Simon

57.
ENT
MEANING
STRUCTURE

58.
MAP
ARRANGE
MODEL
Desk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn

59.
Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”
1989

60.
https://www.flickr.com/photos/kakeda/3956120566/in/photostream/
1989

61.
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
THANK
@undrstndng
http://understandinggroup.com