WMU graphic design professor Bruce Naftel retiring after 30+ years

Western Michigan University
Gwen Frostic School of Art
Color for graphic design
ART 2500 / Fall 2011
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Lesson #19 Fall 2011 / week 45 / Tuesday 8th
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The next assigment is an ‘in-between’, and one of my favourites, because
I collect those wheels (please check the handouts).
However, the assignment is an hybride, because its not only (again) a
colorstudy, but also a design exercise. So sorry, I can not be to specific:
as such the assignment seems to be about ordening & labelling mainly.
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Assignment #9 Design a USABLE colorwheel existing out of three components: RGB, CMY
and pigment (paint).
– The wheel excists out of three movable circles.
– The inner circle is pigment based (painted): 12 hues (!), primaries,
secondaries & tertiaries. All colors will be covered by a plastic layer to
protect the paint.
– The outer circle is RGB.
– Naturally, obviously, you should add some text, probably some numbers,
to increase usability.
– The maximum size is 8.5 x 8.5 inch. (Yes, the wheel should be part of
your Final Color Wire-o . . .)
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Handouts Some desirable wheels.
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Note Please start reading ‘Black and Brown’, the next chapter of Victoria’s
Finlay’s Color, a natural history of the palette and continue making notes
in your non-ruled-for-colorclass-only notebook . . .
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Planning Thursday 10 (next lesson): working time. Individual discussion on concept
and ideas. Please use class time effectively.
Monday 14: final wheel ready (spic & span) before the beginning of the
lesson.
Assignment #10 is a Printer Test Chart (to be specified).
After Thanksgiving you will mainly work on Color Contrast.

ART 2450 Graphic Design Non BFA in Graphic Design
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Lesson #3 Fall 2012 / tuesday 11.9
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Your assignment #3 Read the handouts.
Look at http://www.youtube.com/watch?v=Zmnf-IblLMQ
Visit a local cemetery.
Needed Two pieces of paper.
Some soft (B) pencils, charcoal or crayon. (Some different grades to
experiment a little.)
Tape, presumably ‘painters tape’.
Sunglasses if its very sunny.
A poncho if the weather is real bad and rainy.
A sweater if its cold.
First experiment a little with different kinds grades of pencil,
or charcoal or crayon. Then realize a tombstone rubbing.
Take this assignment with you while visiting the cemetery.
• Show some respect!
• Stick to one stone!
• Work efficient and concentrated!
• Don’t be loud!
• Leave the grave exactly as you found it!
Take the rubbing with you next class.
Also take with you the Montype Specimen Sheets I copied
especially for you.
(I handed you the sets during the very first lesson.) You will
need em next class.
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Note Please FROM NOW ON take your basic equipment with you. ALWAYS!

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Lesson #4 Fall 2012 / thursday 13.9
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Presentation Your tombstone rubbing.
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Theory Alignment.
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Practicum Continue finishing your banner.
Use tape or kids glue to stick the separate pieces of paper together.
Correct your banner using white gouache, and a pencil if necessary.
Present your banners.
We are going to build a little expo!
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Your assignment #4 Please sketch (design?) your own tombstone.
Lets assume you all are going to be over 100.
Copy At least the next three items:
1 Your full name (= first name + last name).
2 Born in, died in (numbers).
3 The place you would like to die.
Decide about The shape of the stone.
The typeface you are going to use.
The alphabet: capital, roman or italic.
The point size.
Copy: any extra’s?
Typeface Select ONE of the typefaces out of the Monotype Specimen I handed
you during the very first lesson (from Baskerville to Univers).
Sketch Diapositive: all type white, all surroundings grey (pencil) AS IF YOU
RUBBED A TOMBSTONE.
Planning Presentation Thursday 20.
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Lesson #6 Fall 2012 / thursday 20.9
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My presentations Handmade.
Concrete poetry.
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Assignment #5 You are going to write and produce three concrete poems.
Be aware: in the end I would like you to design and produce a ‘book’ of all
three poems, including an all typographic cover and a title page. The
format is 4.5 x 4.5 inch.
Please be a little imaginative concerning the execution and appearance of
this special poetry book. (For instance: should it be thin, or extremely
thick?)
! Again use the same Monotype Specimen (Baskerville to Univers) to select a
typeface.
For now I would like to you to start sketching in a structured and detailed
way. Present the sketches of three concrete poems on:
– geography;
– the alphabet;
– human activity.
Use your notebook.
Only use pencil.
Write, sketch, note your first concrete poem in a number of structured
variants.
At least court sketches on one page per poem.
Simplify.
Be aware of the reader.
Select the most powerful.
In sketching I’d like you to show:
– the difference between capitals and lower-case;
– the difference between serif and sans-serif;
– the difference between roman, italic and bold.
! Lets start in black and white only, and finish in full color if wanted.
! Finalize your ‘sketch’ digitally in a format of 8.5 x 8.5 inch.
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Please also look at http://www.paradis-des-albatros.fr/?poete=apollinaire
http://engl219spring2011.blogspot.com/2011/05/writing-prompt-6-
concrete-and-visual.html
http://www.youtube.com/watch?v=vuFI2H2fWjs (‘wild life rifle fire’)

Alpha Bravo Charlie Delta Echo Foxtrot Golf Hotel India
Juliet Kilo Lima Mike November Oscar Papa Quebec
Romeo Sierra Tango Uniform Victor Whisky X-Ray Yankee
Zulu Alpha Bravo Charlie Delta Echo Foxtrot Golf Hotel India


prologue
bruce naftel is retiring.
bruce was a professor in graphic design at the frostic school of art
for over thirty years.
don’t you all agree: is n’t that a real long time . . ?
(applause!)
i first met bruce two years ago via skype.
we never minded the gap of approximately 4000 miles . . .
soon i discovered bruce really seems to know the netherlands.
yes, he is well informed . . .
no, not only about gardening.
it’s quite exceptional – bruce actually met some dutch leading
designers, and he visited some studios in amsterdam, den hague
and rotterdam.
bruce was amongst the first to collect their work, to personalize
cultural exchange.
at wmu professor naftel taught every design course you can
imagine.
most recently a crafty one as well. during ‘the book concrete’,
students were challenged to show some sensitivity.
some time ago i started wondering if the graphic design program
should not surprise bruce with a farewell present?
of course the dedicated gift should be handmade . . .
but what would be an interesting proposal?
early one morning, out of the blue, during showering, i realized
b n not only represents bruce naftel’s initials.
the mystic letter combination is also the commonly used
autonomous abbreviation of a typical dutch concept.
check me.
google: ‘bekende nederlanders’.
look for images.
jez, is n’t that a strange coincidence . . ?
i guess the literal translation is ‘known dutchman’.
but be aware, most bn’s are popular dutch celebrities who
appear over and over on television and fill our tabloids & glossies
all the time . . .
except of course beatrix who is best known.
the queen is beyond, and can’t be classified.
besides the people only know her first name.
her majesty seems to prefer her royal palace instead.
by the way she resigned, and will be retired by the end of this
month as well.
anyhow to replace bruce naftel’s initials by any applicable
substitute was an exciting typographical assignment.
the final studies are stacked, stiched, and protected by a beautiful
handmade box.
the book is unique.
we only produced one.
bn is yours.
bruce!
almost forgot to mention.
i mediated: the queen approved!
you are now a ‘bekende nederlander’ as well.
awesome.
congratulations!

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designskolen kolding
communication design
INTERMEZZO
week 9
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workshop 5
GO
Stephan Saaltink
Logo is an educational programming language, designed in 1967 by Daniel G. Bobrow,
Wally Feurzeig, Seymour Papert and Cynthia Solomon. The language was originally
conceived to teach concepts of programming related to Lisp.
Today the language is remembered mainly for its use of "turtle graphics", in which
commands for movement [pen up, move to, pen down, move to] and drawing produced
line graphics either on screen or with a small robot called a "turtle". [https://
en.wikipedia.org/wiki/Logo_(programming_language)]
You will explore ACS LOGO, a comprehensive dialect, which offers the possibility to
output vector graphics (to be imported in Adobe Illustrator), or to program and produce
stop motion animation. During ‘GO’, we will focus on the last ‘snap’ option mainly.
If you are thinking about attending, please visit > http://www.alancsmith.co.uk/logo/
and download the ‘Command Reference’ pdf, and the ‘User Guide’ pdf. (The latest version
of ACS LOGO is downloadable here for free as well!)
Stephan Saaltink started programming in FORTRAN at the Institute of Sonology (https://
en.wikipedia.org/wiki/Institute_of_Sonology) in 1978. Some of his work is displayed via
> http://www.swsaaltink1.nl/1.html

identity elective
week 21, tuesday 22
12 hours assignment
‘design’ and produce an A1 poster.
the poster is a first attempt to BRAND your island.
apply as minimum ‘design’ as possible.
this are the specifications.
size
landscape 594 x 841 millimeter.
color
full color.
type
you decide.
imagery
possibly a photo, a facsimile, or an object out of ‘your collection’ emphasising the islands
distinctiveness.
be aware of resolution. check your ‘imagery’ in photoshop.
minimal 150 dpi when 594 mm wide.
text
name island + ‘denmark’ in the top or at the bottom.
additional: ‘visit’, or ‘amazing’, ‘wonderful’ or ‘surprising’.

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1 2
Title
Identity & Place Branding
Approved
18.4.2017
Line of study
Communication Design
Danish title
Identity & Place Branding
Category
Design project
Course responsible
Stephan Saaltink
Level
Bachelor/Master
Language
Danish with potential guidance in English
ECTS Course number
Lecturer(s) Léon Kranenburg (weeks 20 + 23), Stephan Saaltink (week 21 + 24)
and Hunter Tura (week 22).
Time period and rooms Please check Blackboard.
Learning outcome According to the Course Description.
Description of the course According to the Course Description.
Content “For brands to succeed in a competitive environment they need to build
a ‘loving’ relationship [+] with their audiences. Brands need to construct
an emotional engagement with audiences over time, so that they can
make a genuine connection both to the brand and what it has to offer.”
Yasushi Kusume, Innovation & Creative Manager at IKEA of Sweden AB
> https://www.linkedin.com/in/yasushi-kusume-8b0089b/
[+] https://en.wikipedia.org/wiki/Brand_loyalty > “Brand loyalty in
marketing, consists of a consumer’s devotion, bond, and commitment to
repurchase and continue to use a brands product or service over time,
regardless of changes with competitors pricing or changes in the
external environment. [. . .] A critical factor of building brand loyalty is
developing a connection or relationship between the consumer and the
brand. When an emotional relationship is created between the consumer
and the brand this leads to a strong bond and a competitive advantage
for that particular brand. [. . .]”
As it seems the main difference between Identity Design and Branding
are:
– Identity Design is emphasising ‘value(s)’ and ‘ambition’ and presents a
perspective.
– Branding is all about perception. A Brand is (or should be) connected
with an audience, and aims appreciation (or symphathy) and consumers
‘loyalty’ by provoking ‘emotion’.
Assignment brief

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Assignment
Phasing
This years ‘identity elective’ is about Identity & Place Branding.
Your main subject is one out of the many ‘unknown’ small Danish
Islands. Each of you is requested to select (and possibly visit) one
during the very first week of the elective.
1. week 20 (léon kranenburg)
Building a collection revealing the island’s possible value’s, and hidden
ambitions.
Lost and found: including the stories of the island’s inhabitants and/or
visitors.
2. week 21 (stephan saaltink)
Introducing some concepts & models, while exploring two trajects.
Morning: 1. visualising key Identity elements (logo, color, typography,
‘tone of voice’, et cetera).
Afternoon:2. defining an audience (or target group) building a persona.
How to connect? How to build an enduring, sustainable relation?
3. week 22 (hunter tura)
The ‘self branding’ workshop – Beyond Icons.
4. week 23 (léon kranenburg)
Morning: How to implement ‘a competitive [local] identity’ [1, page 209]?
Afternoon: If “it is not the brand, the design or the message that
determines the effectiveness of the communication.” How do ypu provoke
“the highly individual emotion of the recipient [. . .] that [seem to]
determine the effectiveness of the message”? (2, page 17)
5. week 24 (stephan saaltink)
Round up. Deliverables:
Morning: 1. a series of four stamps (1 DKK), and flag (Identity).
Afternoon: 2. implementing a ‘beacon’ while reaching out – committed to
– maintaining relationships (Place Branding).
Types of instruction According to the Course Description.
Required readings According to the Course Description.
Suggested readings
Further readings
[1] Anholt Simon, Branding places and nations, in: Brands and
Branding, page 205-216.
[2] Brandt, Hans, From brand proposition to involvement and dialogue,
in TOTAL IDENTITY, 2003, page 16-21.
Clifton, Rita, Brands and Branding, The Economist, Profile Books, 2009.
Olins, Wally, The New Guid To Identity, The Design Council, 2006.
Olins, Wally, Brand Book, Thames & Hudson, 2008.
Brandt, et all, TOTAL IDENTITY, BIS publishers, 2003. The book is
downloadable via > https://issuu.com/totalidentity/docs/
total_identity_uk_issuu.

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shanghai week 42-46
movable (versatile)
in collaboration with frog (shanghai), and professor lou yongqi (tongji
university shanghai)
introduction
it is possible to tag a mega city like shanghai in many different ways.
however the chance you will select ‘static’ or ‘comprehensive’, while completing a list of
descriptors is rather small.
on the contrary ‘vast’, ‘dynamic’, ‘growing’, or ‘floating’, are much more likely.
‘the term “hyper city” has been proposed for urban concentrations with populations over
20 million, a threshold recently crossed by shanghai. according to an alternative, loser
and consequently even more dramatic definition, mega cities are conceived as
“continuous urban agglomerations”. this would provide the basis for apprehending a
yangzi river delta metropolitan area, with shanghai as primary hub, and a total
population comfortably exceeding 87 million.’ (urbanatomy. shanghai 2009, page 64.)
as it seems – probably because shanghai is permanently ‘in transition’ – its residents
(sometimes larger groups of residents) are ‘on the move’. ‘movable’ or ‘versatile’ is a
sort of permanent state of mind, most commonly attached to nomads, which the city
itself – more or less – seems ‘to demand’.
‘the shanghai government likes to say it’s kinder and more transparent than other
chinese local governments (. . .) but there’s evidence to the contrary, particularly on the
issue of relocating residents in the name of urban renewal. the government claims that
it properly reimbursing residents for being relocated. most residents disagree, claiming
the money is rarely enough to buy a comparable home. critics accuse officials of working
with property developers to evict residents in the city centre, where land is increasingly
in demand. (timeout. shanghai, page 25.)
• how to ‘service’ the cities (nomadic) residents, and improve ‘the quality of life’ while
studying the effects of shanghai’s transmutations might result in some interesting
research project(s).
side stepping
in literature the comparison between architecture and shu has been made before. in this
context it seems interesting why the taste of the general chinese public concerning
architecture seems to be rather modernistic. the higher, the more impressive, the more
extravagant, the better. while shu is still highly appreciated and respected as ‘the

foundation of chinese æsthetics’ [lin yutang (1895-1976)], and its heritage is taken in
full account.
assignment
instead of writing and delivering a detailed assignment brief we are attaching a number
of different sources, which are related to the theme and should be studied. [+]
we are quite sure each team will be able to formulate a specific assignment afterwards,
covering your specific interests.
‘to describe the problem is part of the solution. this implies: not to make creative
decisions as prompted by feeling but by intellectual criteria. the more exact and
complete these criteria are, the more creative the work becomes. the creative process is
to be reduced to an act of selection.’ (designing programmes. instead of solutions for
problems programmes for solutions, karl gerstner)
some advise
– start with observing
– travel the city, but not on your own
– take ’snapshot’
– trace collectables
– meet and question passengers
– keep notes
– list
– map
– be ‘smart’, and effective . . . select a ‘movable’ issue you are somehow related to.
but . . . keep it small. (don’t try to solve BIGGER than life issues on your own.)
– to clarify your ‘problem statement’ it might help if you try to grasp the question, which
did evoke the research you are proposing . . .
– at all times, be aware of context: who? where? why? when? how?
– the schools core values are: social inclusion, sustainability, and cultural diversity.
– do not expose western superiority. its ridiculous and rude. (this might help:
REMEMBER. the chinese ‘invented’ for instance paper, printing, and . . . gunpowder long
before we were able to copy them.)
– be curious instead.
attached handouts
—, timeout shanghai.
edelmann, frédéric, in the chinese city. perspectives on the transmutations of an empire.
guo, xiaolu, ufo in her eyes.
land, nick, urbanatomy. shanghai 2009.
mahbubani, kishore, the new hemisphere.
mcnaughton, william, reading & writing chinese.
yee, chiang, chinese calligraphy.

1
A POSSIBLE
PLAN
frog
studio

check
in
IN FIELD
RESEARCH
in

SH
WEEK 1 WEEK2 WEEK3 WEEK4
Sid+Simo

Check
in
Sid+Simo

Check
in
frog
studio

presentation
INSIGHTS
TO CONCEPTS
CONCEPT
PROTOTYPING
VALIDATION
AND FINALIZE
ACTIVITIES:
IN FIELD SESSIONS
-Capture Data
-Adjust Research Plan
!
SYNTHESIS
-Analyse Data
!
DELIVERABLES:
FIELD VIDEO
INSIGHTS & LEARNINGS
ACTIVITIES:
INSIGHTS MAPPING
CONCEPT GENERATION
!
DELIVERABLES:
ECOSYSTEM MAP
JOURNEY MAP
CONCEPT PRESENTATION
ACTIVITIES:
PROTOTYPING &
CONCEPT DEVELOPMENT
VALIDATION PLAN
!
DELIVERABLES:
ROUGH PROTOTYPES
SERVICE BLUEPRINTS
ACTIVITIES:
IN FIELD VALIDATION
-Capture Data
-Adjust Validation Plan
!
DELIVERABLES:
FINAL SERVICE
CONCEPT VIDEO/
PRESENTATION
DOCUMENT!
WEEK 0
PROJECT
PREPARATION
ACTIVITIES:
RESEARCH PLAN
-Discussion Guide
-Research Activities
-Define Location
-Recruit Local Guide
!
BACKGROUND
READING
!
DELIVERABLES:
RESEARCH PLAN
Sid+Simo

Check
in
We placing some deliverables that would help the students explore the full
breadth of a Service Design process and some Design Research best
practices.
Ecosystem maps and journeys can help them develop more holistic views on
the issue and coupled with some strong Insights can help them to support
their concepts stories later on.

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Title
Service Design 1 - China
Approved
29.04.13 - – revideret i forhold til ny bekendtgørelse juni 2014
Line of study Danish title
Servicedesign 1 - Kina
Category
Designprojekt.
Course responsible
Stephan Saaltink.
Level
Bachelor
Language
Engelsk (its a collaborative project)
ECTS
10
Course number
BK5SEI-KME
Collaborative partners
Lecturer(s)
– Media and Communication Design, College of Design and Innovation,
Tongji University, Shanghai, China;
– Communication Design, Design School Kolding Denmark;
– Design Management, Syddansk Universitet Kolding Denmark.
– Bo Gao (associate professor, College of Design and Innovation, Tongji
University, Shanghai).
– Stephan Saaltink (head of Communication Design, Designskolen Kolding).
Rooms
Time period
107 at the College of Design and Innovation, Shanghai, China.
November 23 until December 18.
Learning outcome
Types of instruction
According to the course description.
According to the course description.
Collaborative project
assignment brief

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Description of the course
PREFACE
SMART CITY SMART COMMUNITY
FACING THE TRANSITION OF SHANGHAI
what is a smart city?
A smart city is ‘a developed urban area that creates sustainable economic
development and high quality of life by excelling in multiple key areas;
economy, mobility, environment, people, living, and government. Excelling in
these key areas can be done so through strong human capital, social capital,
and/or ICT infrastructure.’
(• http://www.businessdictionary.com/definition/smart-city.html)
what is a smart community?
A smart community is a community that has made a conscious effort to use
information technology to transform life and work within its region in
significant and fundamental rather than incremental ways. The goal of such
an effort is more than the mere deployment of technology. Rather it is about
preparing one's community to meet the challenges of a global, knowledge
economy.
Founded in 1997, the Smart Community program at San Diego State
University was created to help communities worldwide better understand the
role of technology, economic development and importantly, creativity and
innovation to success and survival in the new global economy.
(• http://www.smartcommunities.org/)
what are smart community infrastructures?
Behind the services provided in any community are its infrastructures: energy
supply (electricity, gas), water supply, run-off and sewage pipes, waste
management, roads, public transportation, telephone and internet
connections, etc.
Smart community infrastructures take into consideration environmental
impact, economic efficiency and quality of life by using information and
communications technology (ICT) and renewable energies to achieve
integrated management and optimized control of infrastructures.
Using smart technology to upgrade power grids with smart meters that allow
users to better understand and therefore manage their consumption of
electricity is one example.
Integrating smart community infrastructures for a community helps improve
the lifestyles of its citizens by, for example: reducing costs, increasing
mobility and accessibility, and reducing environmental pollutants
(• http://www.iso.org/iso/executive_summary_iso_37150.pdf).
what is ‘emergence’?
In philosophy, systems theory, science, and art, emergence is a process
whereby larger entities, patterns, and regularities arise through interactions
among smaller or simpler entities that themselves do not exhibit such
properties. [. . .]

/7
PREFACE Emergent structures appear at many different levels of organization or as
spontaneous order. Emergent self-organization appears frequently in cities
where no planning or zoning entity predetermines the layout of the city.
(Krugman 1996, pp. 9–29) The interdisciplinary study of emergent behaviors
is not generally considered a homogeneous field, but divided across its
application or problem domains. (• http://en.wikipedia.org/wiki/Emergence)
shanghai in china
Shanghai is the largest Chinese city by population and the largest city proper
by population in the world. It is one of the four direct-controlled
municipalities of the People's Republic of China, with a population of more
than 24 million as of 2013. It is a global financial center, the city then
flourished as a center of commerce between east and west, and became the
undisputed financial hub of the Asia Pacific in the 1930s (• http://
en.wikipedia.org/wiki/Shanghai).
The urban population will add 15 million annually which are purely migrants
from countryside.Fast urbanization brings many challenges to the everyday
life in community in Shanghai. Therefore, there is a need of service design
for to improve the quality of urban life,such as:urban apartness, the gap
between the local residents and the migrants,elder’s health care,small
neighborhood service business and culture heritage.
smart city smart community
China's “Internet+” strategy, will integrate Mobile Internet, Cloud Computing,
Big Data and the Internet Of Things with modern manufacturing. Government
will guide enterprises with proper subsidies and use the market mechanism
to operate to promote the information technology application projects to
better benefit the residents.
Shanghai march to “smart city” to discuss how design and technology could
substantially improve people’s life.
(• http://en.shio.gov.cn/presscon/2012/09/17/1152035.html)
Smart community is an important part of smart city which is linked with
people’s dairy life.
(• http://www.shanghaidaily.com/metro/society/Smart-approach-paying-
off-for-community/shdaily.shtml)

/7
INTRODUCTION
Practical information
Community is an important concept and part of ‘the urban sustainability’ of
Shanghai. Actually we distinguish three different communities with specific
characteristics:
1. OLD: traditional communities in the old parts of Shanghai;
2. MIX: communities where migrants mix with the traditional inhabitants
(such as elderly people);
3. NEW: developed areas for people who build up ‘new communities’, which
are far away from the city center.
You will start the project SMART CITY SMART COMMUNITY by visiting one uot
of three communities on site:
1. OLD: Long Tang and neighborhood service business
(• https://en.wikipedia.org/wiki/Tianzifang). Long Chang community.
Address, Long Chang Road 362, 上海市隆昌路362号 (靠近平凉路，轨交12号线
隆昌路站), or
Tian Zi Fan (Chinese: ⽥田⼦子坊; pinyin: Tiánzǐfāng). Address: Taikang Road,
Lane 210, 上海市卢湾区泰康路210弄
2. MIX. Siping community 四平街道. Address: west of Zhujing Road 69, 驻锦⻄西
路69号.
3. NEW: Vanke communities (• http://www.vanke.com/news.aspx?
type=8&id=3342). Address: Vanke urban garden: Qixing road 3333,
万科城市花园七莘路3333号.
Meanwhile, in China, Internet expands more layers in terms of community,
people can raise the quality of cohabitation in neighborhoods from online to
offline (o2o) by using information technology applications.
The goal of this workshop is to study how Service Design can be
applied – innovatively – to different, specific urban communities of
Shanghai, to develop and maintain so called ‘smart communities’, in an
attempt to increase human well-being and happiness.
The jointed workshop will be focusing on the service innovation: urban
apartness, elder’s health care, small neighborhood service business, and the
smart use of the information technology applications for the community
service. It will explore the new type interactive communication methods, the
integration of technology and aesthetics, and the combination of the social
innovation and business innovation.

/7
Structure
Phasing & planning
Outcomes
Location
Contact information
Some references
SMART CITY SMART COMMUNITY is a joint collaborative effort of the College
of Design and Innovation, Tongji University, and Design School Kolding.
Around thirty students from both universities will be involved in SMART CITY
SMART COMMUNITY.
To be more specific: twelve students from Tongji University, fourteen
students of Design School Kolding and seven students of Syddansk University
will work together in Shanghai at the college, during minimal three days per
week for one month. Starting on Monday November 23, and rounding up on
Friday December 18.
Six projects – based on infield research – will be handled in six groups of
around five students to study effectively.
All projects are subdivided in five main phases:
1. Preparations.
2. In field research.
3. Synthesizing.
4. Pre-concept – validation – concept.
5. Execution.
A detailed planning (spreadsheet) separately attached.
All outcomes will be presented on Friday December 18 by the six teams
separately. Possible deliverables:
• an informative and communicative A0 poster introducing each group
project.
• a video sketch presenting the service in context.
College of Design and Innovation, Tongji University, 281 Fuxin Road,
Yangpu District, Shanghai, China.
Classroom: 107.
Bo Gao (associate professor, College of Design and Innovation, Tongji
University): gaobo@tongji.edu.cn
Stephan Saaltink (head of Communication Design): sws@dskd.dk
creative communities
http://www.creative-communities.co.uk/
https://www.academia.edu/877752/
Creative_Communities._People_inventing_sustainable_ways_of_living
emergence
http://en.wikipedia.org/wiki/Emergence

/7
Some references
Downloadables
Handouts
Scans first pages
service design
http://www.servicedesigntools.org/
http://thisisservicedesignthinking.com
http://www.service-design-network.org/intro/
shanghai statistics and data
http://www.stats-sh.gov.cn/
http://www.datashanghai.gov.cn/home!toData.action
smart city
http://www.businessdictionary.com/definition/smart-city.html
http://www.smartcity.al/
smart community
http://www.smartcommunities.org/
http://www.iso.org/iso/executive_summary_iso_37150.pdf
smart service in community
http://www.vanke.com/news.aspx?type=8&id=3342
shanghai government
http://www.shanghai.gov.cn/shanghai/node27118/index.html
smart shanghai
http://en.shio.gov.cn/presscon/2012/09/17/1152035.html (or smart)
social design
www.socialdesignsite.com
Fabricant, Robert, Design with Intent. How designers can influence behavior
• http://designobserver.com/feature/design-with-intent/14338
FROG, collective action toolkit. groups make change
• http://www.frogdesign.com/sites/default/files/pdf/
frog_collective_action_toolkit.pdf
FROG, Aging by design. Innovation action map
• http://www.frogdesign.com/sites/default/files/pdf/frog-aging-by-
design.pdf
IDEO, Design for Social Impact
• https://www.ideo.com/images/uploads/news/pdfs/IDEO_RF_Guide.pdf
Van Hemert, Kyle, FEMA enlist designers to rethink disaster relief.
• http://www.wired.com/2014/02/fema-frog-teamed-redesign-disaster-
relief/
– Shanghai_Longtang_Life.
– Wiki_Longtang.
– Wiki_Tianzifang.
– Johnson, Steven, Emergence: The Connected Lives of Ants, Brains, Cities
and Software.
– Klaar and Karu, How to Have Your Cake and Eat it too: An Introduction to
Service Design.
– Townsend, Anthony M, Smart Cities – Big Data, Civic Hackers, and the
Quest for a New Utopia.

/7
Additional readings service design
J. Margus Klaar and Markko Karu, How to Have Your Cake and Eat it too: An
Introduction to Service Design.
smart
Chirine Etezadzadeh, Smart City – Future City? Smart City 2.0 as a Livable
City and Future Market.
Steven Johnson, Emergence: The Connected Lives of Ants, Brains, Cities and
Software.
Michael Miller, The Internet of Things: How Smart TVs, Smart Cars, Smart
Homes, and Smart Cities are Changing the World.
John Thackara, In the Bubble: Designing in a Complex World.
Anthony M. Townsend, Smart Cities – Big Data, Civic Hackers, and the Quest
for a New Utopia.
social design
Yohan Cramer & Yolanda Zappatera, Conscientious Objectives: Designing for
an Ethical Message.
Nabeel Hamdi, Small change: about the art of practice and the limits of
planning cities.
Victor Papanek, Design for the real world: human ecology and social change.
Michiel Schwarz, Sustainist design guide. How sharing, localism,
connectedness and proportionality are creating an new agenda for social
design.
How sharing, localism, connectedness and proportionality are creating a new
agenda for social design.
Andrew Shea and Ellen Lupton, Designing for social change: strategies for
community-based graphic design.
Christopher Simmons, Just design: socially conscious design for critical
causes.
Richard H. Thaler, Nudge. Improving decisions about health, wealth and
happiness.
John Thackara, In the bubble. designing in a complex world.
John Thackara, Wouldn’t it be great if . . .
Required readings Silje Kamille Friis og Anne Katrine G. Gelting, ‘DSKD Method Cards’,
Designskolen Kolding, 2015.
2015.5.11/GB/SK

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assignment brief
CITY CHANGERS
rethinking urban mobility
UPDATE
version 16.11.2016
“So pull on your helmet and be sure to take our advise on bike lights:
we want you to cruise through this year’s transport survey without so much
as a scratch.” Monocle, ‘The Transport Survey 2015-16’, Issue 84, Volume 9,
June 2015.
collaborative partners
College of Design and Innovation (CDI), Tongi University Shanghai.
Designskolen Kolding, Denmark (DSKD).
guiding staff
Leo Zhenyuan, Industrial Design, CDI, available on: Tuesday Morning, Friday Morning.
Barbara Yang Hao, Environmental Design, CDI, available on: Tuesday Morning, Friday
Morning.
Liu Long, Industrial Design, CDI, available on: ?
Fan Zhong, Industrial Design, CDI, available on: ?
Canan Akoglu, or Stephan Saaltink, DSKD, (week 47 and 48) available on all project days
(Monday, Tuesday Morning, Wednesday, Thursday and Friday morning).
Léon Kranenburg, DSKD, (week 49 and 50) available on all project days (Monday,
Tuesday Morning, Wednesday, Thursday and Friday morning).
number of students
40 students, Industrial Design, College of Design and Innovation, Shanghai.
9 students, Industrial Design, Designskolen Kolding.
5 students, Communication Design, Designskolen Kolding.
number of teams
14. One DSKD student per team.
working (studying & guiding) days
Monday, Tuesday morning, Wednesday, Thursday and Friday morning.
studio
Main building CDI, third floor.
Two rooms, numbers: IS302 and ?
side project (dskd only)
Tuesday afternoon, and Friday afternoon.

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introduction
change
On November 8 Trump won the American Presidential Elections, while people in the UK
expressed their concerns about Europe on June 23 in a referendum (BREXIT).
But there are other indicators of change around. Listen for instance to the inspiring voice
of The World Urban Campaign:
“We declare ourselves City Changers. We commit to take action and change cities for a
better urban world. [. . .] The battle for a sustainable future will be won or lost in
cities.” [0]
In every study concerning our future on this planet (and beyond!) MOVING or MOBILITY
seems to be a key-issue.
“[. . .] We will help craft a new Global Urban Agenda according to the following principles
that will serve as its building blocks:
• Accessible land, infrastructure, services, mobility, and housing. [. . .]” [1]
John Thackara, the maven [2] who is inspired by the ways artists in different cultures
open our eyes to different ways of looking at – and acting in – the world, is trying to
answer the question ‘How to thrive the next economy?‘ by presenting a number of
inspiring examples of today’s change(s). [3]
“7. Moving: from the two-wheeled freight, to cloud commuting. [. . .] The big Audi that
collected us from Istanbul airport contained nearly as many electronic control units as the
new Airbus A380. The Audi, and similar high-end cars, will soon run on 200 million lines
or more of software code. [. . .] Audi’s in-house future watchers had noticed an
unsettling trend in vision for the future of cities: an increasing number of these visions
did not contain cars. Future scenarios for the city seemed to be converging around car-
free solutions to the problems of debilitating gridlock, lack of space, and air
pollution.” [4]
And in the Introduction of Monocle’s annual ‘Transport Survey (2015-16)’ – read the
excellent supplement [5] – the editor is explaining “For this year’s Transport Survey we
wanted to think a little deeper about what it means to get around. [. . .] But future
mobility isn’t just about technology [. . .] And it isn’t just about the machines; transport
and infrastructure only exist because of visionary endeavour [. . .] While jet travel is
essential, no one wants to arrive in a city that’s all choked up traffic-wise. We talk to a
dreamer who thinks it’s about time Hong Kong embraced the bicycle [. . .]”
transformation
The concept of ‘Circular Economy’ is rather popular amongst strategists in China.
“The term ‘Circular Economy’ is becoming familiar to an increasing number of businesses.

It expresses an aspiration to get more value from resources and waste less, especially as
resources come under a variety of pressures – price-driven, political and environmental.
[. . .] A Circular Economy is one where the resources coming into the economy are not
allowed to become waste or lose their value. The opposite of a circular economy is a
linear economy: extract raw materials, produce goods, sell them, use them and trow
them away. To a large extent, this is where we are now, particular in the Western,
developed economies.” [6]
In fact China has conducted a transformation to Circular Economy over the past decade.
Most of the efforts were top-down and led by the government, for example building
state-level eco-industry parks to demonstrate the systemic circulation of ecological
industrial organisation. But to round up the transformation successful other contributors
– entrepreneurs, start ups, and companies – should initiate user centred projects ‘bottom
up’.
There are activation energies needed to make people change.
To provide these energies, design should be beneficial and act as catalyst in at least in
three ways:
1. value creation
Designers have the capability to recognise unusual opportunities to create value,
particularly intangible ones.
2. empathy
Companies normally think of users in terms of market segments. Designers explore
potential needs of people. User centred research leads to valuable insights.
3. visualisation
Designers have the ability to visualise (validate and adjust) ideas.
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course description [7]
“Service Design takes its point of departure in the development of systems and services
related to the user and a given problem. The designer must be knowledgeable about how
the user’s needs can be converted into a concrete design concept.”
assignment
1
First discover and explore Shanghai and Siping Community in your role of
City Changer. Be sensitive and try to connect the two themes: 1. Mobility
(or transportation), and 2. Circular Economy.
Collect impressions and observations most and for all, while wandering the
streets during the pre-ideation phase(s).
2
The subtitle of ‘City Changers’ is Rethinking Urban Mobility. No need to explain
you need to involve (our urban) FUTURE.
Please try to ‘chase and trace’ some contemporary ‘indicators’ during your
research (concerning our future) to found your project on.

3
After synthesizing your research, please replace and specify “service, system or
scenario for the future” in the given design challenge “How might we design a
service, system or scenario for the future concerning (urban) mobility, or
(private) transportation, addressing the major societal and urban problems we
are facing locally, while inspired by, and/or embedding the principles of Circular
Economy?”
4
Design with intent! Propose, and deliver a valuable design solution for an
existing (and described) ‘problem’, while bringing awareness, and engaging
people to change behaviour. [8]
deliverables
• Each student needs to archive and document his or her so called ‘design process’.
• The minimal deliverables per team are: 1. a poster describing your design solution
while presenting its essence visually, and 2. a communicative and explanatory video (of
max 3 minutes) showcasing your service, including all developed product(s) – as part of
the service – and some essential contact moments with local users.
case: mobike
To help you understand what circular business models and circular products exactly are,
and what the advantages and benefits of Circular Economy could bring to society you will
be introduced to Mobike [9]. This relatively new circular business, is a bike-sharing
platform located in several metro cities in China. Mobike defines itself as a revolutionary
lifestyle brand, which provides, easy accessible bicycles without a station, and aims to
solve the last missing chain in urban mobility, while incarnating a healthy lifestyle and
eco-friendly urban transportation system.
further reading
> Design Council, Design methods for developing services. An introduction to service
design and a selection of service design tools.
> Ellen MacArthur Foundation, Delivering The Circular Economy. A toolkit for
policymakers. 2015.
> Fabricant, Robert, Design With Intent. How designers can influence behavior. Design
Mind, 2015.
> FROG, Collective Action Toolkit. Groups make change. 2013.
> FROG, Research Tips, the frog THINK workbook.
> Klaar, Margus, How to have your cake and eat it too. An introduction to service design.
BIS publishers, 2014.
> Monocle, The Transport Survey 2015-16, Issue 84, Volume 9, June 2015.
> Thackara, John, How to thrive in the next economy. Designing tomorrow’s world today.
Chapter 7. Moving: from the two-wheeled freight, to cloud commuting, page ?.
> United Nations, The future we want, the city we need. Together towards Habitat III.
> United Nations, The World Urban Campaign, Manifesto for Cities, The Urban Future We
Want. Third United Nations Conference on Housing and Sustainable Urban Development,
Habitat III, 2016.

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0. The World Urban Campaign, Manifesto for Cities, The Urban Future We Want, page 3.
Third United Nations Conference on Housing and Sustainable Urban Development,
Habitat III, 2016. > http://www.worldurbancampaign.org/
1. The World Urban Campaign, Manifesto for Cities, The Urban Future We Want, page 7.
Third United Nations Conference on Housing and Sustainable Urban Development,
Habitat III, 2016. > http://www.worldurbancampaign.org/
2. Malcolm Gladwell, The Tipping Point, 2001.
3. John Thackara, How to thrive in the next economy. Designing tomorrow’s world today.
Chapter 7. Moving: from the two-wheeled freight, to cloud commuting, page ?.
4. German Studies Center and Tongji DESIS lab D&I, Cities after car. Metropolitan beauty
versus urban make up. Call for participation.
5. Monocle, The Transport Survey 2015-16, Issue 84, Volume 9, June 2015.
6. Benton, Dustin, et all, The Guide to the Circular Economy, 2014.
7. Designskolen Kolding, Course Description Service Design CN, BK5SEI--KME, 2016.
8. Robert Fabricant, Design with Intent. How designers can influence behavior. First in
Design Mind and now via AIGA > http://designobserver.com/feature/design-with-intent/
14338
9. Time Out Shanghai, Mobike via > http://www.timeoutshanghai.com/features/Blog-
Around_Town/35853/Mobike-launches-1RMB-bike-rental-in-Shanghai.html.

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University of Derby
College of Art & Design
Graphic Design
5VC500
Design Strategies
Place Branding Derby Dales
Semester 3
October 5
Presentations
We open the event at 10.30 AM
Please be on time.
From 11 AM onwards seven teams will present their collection.
1. LED
2. Spuds
3. Creative Collection
4. Maze
5. Unifics
6. A + A
7. Seven
In two rounds – from 11-11.30, and from 11.30-12.00 – selected teams will present all study outcomes
to each other.
first round second round
1 3 5 7 2 4 6
| | | | | | |
| | | | | | |
| | | | | | |
2 4 6 G 3 5 7
Max 15 minutes for presenting.
Max 10 minutes for feedback.
Max 30 minutes all together.
Please emphasize the beginning and the end of each presentation.
Start by mentioning the title of your collection (and project?) and end with ‘Thank you . . .’
Concerning feedback, please take notes during the presentations.
And consult each other concerning consensus and feedback during a 5 minutes intermezzo after the
presentor left.
Main question: what is positive, what needs improvement (what is missing)?
Questions like:
– What is the collection telling?
– What are the key pieces and why?
– Is the collection distinctive, or?
– And what about Place Branding?
– Any narrative which is a potential Brand Narrative?
– How is the team going to connect with an audience?
– Any STRATEGY?
should be answered during the prentation. otherwise ask.
20171001/SK

Sunday, October 1, 2017 at 6:04:45 PM Bri<sh Summer Time
Page 1 of 2
Subject: FW: Your Amazon.co.uk order of 7 x "Slimbridge Saltney 3 x 3..."
Date: Friday, 29 September 2017 at 15:28:25 BriHsh Summer Time
From: Tom Winchcombe
To: Stephan SaalHnk
Hi Stephan,

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Kind regards,
Tom

Tom Winchcombe
Finance Services I Senior Finance Administrator
T: +44 (0)1332591260 I E: T.Winchcombe@derby.ac.uk
Financeservices@derby.ac.uk
University of Derby
Kedleston Road, Derby, DE22 1GB, UK

From: Amazon.co.uk [mailto:auto-conﬁrm@amazon.co.uk]
Sent: 29 September 2017 15:26
To: Tom Winchcombe <T.Winchcombe2@derby.ac.uk>
Subject: Your Amazon.co.uk order of 7 x "Slimbridge Saltney 3 x 3..."
Your Orders | Your Account | Amazon.co.uk
Order Confirmation
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Arriving:
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University of Derby
Markeaton Street
Derby, Derbyshire DE22 3AW
United Kingdom
Order Details
Order #206-2555345-6862722
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- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
University of Derby
College of Art & Design
Graphic Design
Assignment Brief
5VC500
Design Strategies
Semester 3
W E D E S I G N F O R P E O P L E .
Design strategy is a discipline which helps firms determine what to make and do,
why do it and how to innovate contextually, both immediately and over the
long-term. This process involves the interplay between design and business strategy.
> https://en.wikipedia.org/wiki/Design_strategy
In other words Strategy within Design is all about loading design with value. Obviously
Strategy is somehow related to ‘action’, ‘impact’, and ‘urgency’.
Aside, please be aware, in general we expect each of you to be able to answer the
WHAT? WHY? HOW? during any design project . . .
The course Design Strategies is split in two: 1. Place Branding (week 38-44), and
2. Service Design (week 45-49).
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introduction
“For brands to succeed in a competitive environment they need to build a ‘loving’
relationship [+] with their audiences. Brands need to construct an emotional
engagement with audiences over time, so that they can make a genuine connection both
to the brand and what it has to offer.” Yasushi Kusume, Innovation & Creative Manager at
IKEA of Sweden AB > https://www.linkedin.com/in/yasushi-kusume-8b0089b/
[+] “Brand loyalty in marketing, consists of a consumer’s devotion, bond, and
commitment to repurchase and continue to use a brands product or service over time,
regardless of changes with competitors pricing or changes in the external environment.
[. . .] A critical factor of building brand loyalty is developing a connection or relationship
between the consumer and the brand. When an emotional relationship is created
between the consumer and the brand this leads to a strong bond and a competitive
advantage for that particular brand. [. . .]” > https://en.wikipedia.org/wiki/Brand_loyalty
Although the boundary between Branding and Identity Design is blurry (or maybe even
a little artificial if you think for instance about a concept like Brand Identity?), there are
some major differences:
– Identity Design is emphasising ‘value(s)’ and ‘ambition’ and presents a perspective.
– Branding is all about perception. A Brand is (or should be) connected with an audience,
and aims appreciation (or sympathy) and consumers ‘loyalty’ by provoking ‘emotion’.

your subject
The first assignment of Designing Strategies during Fall Semester is concerning Place
Branding.
“Place branding (including place marketing and place promotion) is a new umbrella term
encompassing nation branding, region branding and city branding. (. . .) Place branding
is the process of image communication to a target market. It is invariably related to the
notion that places compete with other places for people, resources, and business; (. . .)
Place branding can be defined as the process employed by public administrations to
intend to create place brands, networks of associations in the target groups’ minds
‘based on the visual, verbal, and behavioural expression of a place, which is embodied
through the aims, communication, values, and the general culture of the place’s
stakeholders and the overall place design’ (Zenker & Braun, 2010).” > https://
en.wikipedia.org/wiki/Place_branding
keywords
branding, collection, diversity, selection, targetgroup, teamwork?, to distinguish,
to engage, usp, value.
subject
Your subject are the Derbyshire Dales.
assignment
Collect: as part of your research phase you are requested to locate, select, visit and
explore a specific area or spot [+] within the geographic boundaries as defined by the
map presented Derbyshire Dales Visitor Guide 2016.
You are requested to bring and present a vivid ‘collection’ while rounding up the first
phase of the project.
deliverables
A ‘magazine’, a visual poem (one visual per page) presenting your collection.
A poster (place branding): “visit . . .” (A0), communicating distinctiveness.
A product or service supporting your brand while engaging customers.
A logo representing the brand. (The logo presented on a flag, a bicycle, a pencil.)
specifications
– Sure, I suggest to operate in small dynamic teams of three. That is if you are willing to
distinguish, define and describe different tasks during every phase of the project.
+ You are with 30 (or 10 teams). We expect each team to select a different location
within the Derbyshire Dales.
– The perception of any environment is depending on the speed of travelling by the
observer. Obviously sitting in an airplane differs from riding a bicycle. We expect you to
explore Derbyshire Dales by foot or by bicycle during minimal a night and a day.
– Please remember:
branding scenario
• wants to be distinctive.
• wants to be present.
• aims at appreciation.

branding
• branding is not a design, but a marketing tool.
• remember, in the end the goal of all branding is to maintain and increase revenue’s.
• ‘branding’ is concerned with the perception of the brand (or its ‘self image’) – here is
where the advertiser or designer usually comes in – and aims to gain appreciation of its
target group.
• customer loyalty seems to be essential to maintain and increase revenue’s.
• that is why distinctiveness and present is so important.
phasing
[—] //////////////////// week 37
General introduction.
#01 / september 21 / week 38
Kick-off: place branding.
Any spot? / collections? / ingredients? / team work?
Yeah, please head for Derbyshire Dales, remember: 1 night, 1 day.
#02 / september 28 / week 39
Research phase.
#03 / october 5 / week 40
Present: collection.
Develop: ‘magazine’.
Present ‘magazine’.
Extract and execute poster (A0): “Visit . . . Derbyshire Dales!”
Possible target group?
Present poster.
Present target group.
Extract: persona.
Develop product or service.
Present persona.
Present product or service.
Develop: logo
#07 / november 2 / week 44
Present logo.
requested readings
Brandt, Hans, From brand proposition to involvement and dialogue, in TOTAL IDENTITY,
2003, page 16-21. The book is downloadable via > https://issuu.com/totalidentity/docs/
total_identity_uk_issuu.
Van Cauwenberge, 10 models for identity and branding. The book is downloadable via
> https://totalidentity.com/identity-branding-10-models.
recommended readings
Braun, Erik, Eshuis, Jasper, & Klijn, Erik-Hans. (2014). The effectiveness of place brand
communication. Cities, 41, 64-70
Clifton, Rita, Brands and Branding, The Economist, Profile Books, 2009.
Olins, Wally, Trading Identities: Why Countries and Companies are Taking on Each

Others' Roles, Thames & Hudson, 2000.
Zenker, Sebastian, & Braun, Erik. (2010). Branding a city–a conceptual approach for
place branding and place brand management. Paper presented at the 39th European
Marketing Academy Conference, 1st–4th June.
additional readings
Olins, Wally, On B®and, 2004.
Olins, Wally, Brand Book, 2008.
Olins, Wally, The New Guid To Identity, The Design Council, 2006.
www
– https://en.wikipedia.org/wiki/Derbyshire_Dales
– http://www.derbyshiredales.gov.uk/
– http://www.derbyshiredales.gov.uk/images/documents/D/
Derbyshire_Dales_Guide_2016_A5_24pp_WEB.pdf
– http://www.derbyshireuk.net/literary_connections3.html
– https://enlightenmentderbyshire.wordpress.com/2012/08/16/romantic-dovedales-
spiry-rocks-william-wordsworth-in-derbyshire/
– http://derbyshirepoetlaureate.blogspot.co.uk/
– https://en.wikipedia.org/wiki/D._H._Lawrence
handouts (black board)
!!! > the assignment comes first, re-read whenever necessary.
? = basic ‘to do’ information (answering the what).
E = essential documentation.
X = extra

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IOE 2019
national institute of design, ahmedabad, india
gandhi and design
celebrating the wisdom of wholeness
identifying india
PROPOSAL
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introduction
From the communication designer’s perspective, India is not only a colourful nation, but is also
characterized by a dynamic and rich history.
As it seems Gandhi’s self branding helped the ‘Father of the Nation’ to nudge India’s identity
(and thus its future) and bring freedom across the world.
Just one example (out of many): at the time – turbulent times! – Mahatma Gandhi positioned
himself in the centre while consequently dressed in WHITE.
workshop
The workshop aims to explore the difference between branding and identity design in an active
mode.
Obviously this workshop offers the opportunity to research a number of fascinating
interrelations, like for instance ‘history/presence/future’, ’Gandhi/India’, ‘Gandhi/his audience’,
the participant/Gandhi, the participant/locality, the participant/a possible (local) audience.
However, all participants are requested to apply inititial research to their own design practice.
branding versus identity design
As it seems the main difference between Branding and Identity Design are:
– Branding is all about perception. A Brand is (or should be) connected with an audience, and
aims appreciation (or symphathy) and consumers ‘loyalty’ by provoking ‘emotion’.
– Identity Design is emphasising ‘value(s)’ and ‘ambition’ and presents a perspective.
branding scenario
• wants to be distinctive.
• wants to be present.
• aims at appreciation.
identity scenario
– wants to connect; to establish links.
– wants to be transparent.
– aims at relevance.
outcomes (deliverables)
• 1. Two posters:

A
– Historic perspective. Non-fiction. A poster (A0) featuring the self branding of Mahatma
Gandhi, while visualising his vision concerning the future (the identity) of the nation (India).
B
– The future. Fiction. A poster (A0) featuring the participant, while visualising the participant’s
vision concerning the future (the identity) of his/her place of birth somewhere in India.
• 2. A process book revealing the participants research, thinking, desicion taking, and
reasoning, and
• 3. a short video (max 30 seconds). The participant’s statement putting this all in perspective.
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resources
• Cauwenberge, Renaat van (Total Identity, 2015). 10 Models for Identity & Branding.
• Olins, Wally (2000). Trading Identities: Why Countries and Companies are Taking on Each
Others' Roles.
• Olins Wally (2003). On Brand.
• Olins, Wally (2010). The Brand Handbook.
• Thaler, Richard H. and Sunstein, Cass R. (2009). Nudge: Improving Decisions About Health,
Wealth and Happiness.
• Naipaul, V. S. (2017). India. Picador Classic (The trilogy: ‘A Wounded Civilization’, ‘An Area
of Darkness’, ‘A Million Mutinies Now’).

ni
d
Gandhi & Design
w orkshop
I dentifying I ndia
m ot
t
o
“Be the change you w ish to see in the w orld.” ( Gandhi)
be aw are of
“W holeness as a philosophy asks individuals to look w ithin them selves, to understand
the w orld inside of us before w e try to understand the outer w orld. Retaining the
uniqueness w e have, reflecting on the thoughts w e generate and starting a
conversation w ith ourselves are all practices that im m erge from the concept of
w holeness.” ananya_ p@nid.edu
#
1
phase
To prepare.
di
sci
pl
i
ne
Storytelling.
t
ask
A short visual presentation of ?? slides.
t
i
t
l
e
= the nam e of your hom e tow n ( = the first place you rem em ber) .
sect
i
ons
3
nam el
y
Past.
Present.
Future.
present
at
i
on
one im age one slide
don’
tf
orget
the begin ( title slide)
the end ( thank you)
perspect
i
ve
You decide.
not
e
Your hom e tow n probably changed.
How ? And w hat about the future?
Especially if you apply our m otto?

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national institute of design
open electives 2019
gandhi and design
poster
Historic perspective (non-fiction). Research based. A poster – the first out of two – featuring
(the self branding of) Mahatma Gandhi, while visualising an aspect of his vision concerning
life in and/or the future of India.

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ioe 2019
gandhi and design
identifying india
‘be the change you wish to see in the world’ (gandhi)
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done (M21-S26)
1
A short visual presentation of circa 15 slides, featuring your home town (or village) in three
sections, namely past, present and future.
2
Historic perspective (non-fiction). A poster – the first out of two – featuring (the self branding
of) Mahatma Gandhi, while visualising an aspect of his vision concerning life in and/or the
future of India.
to do (S27-T31)
3
The future. Fiction. Given our mottto ’Be the change you wish to see in the world”, while
‘referencing’ (or ‘mirroring’) the poster you just finished – a second poster – featuring you,
while visualising your vision concerning the change you wish to see in your home town (or
village) and thus indirectly about the future of India.
4
Your statement putting this all in perspective. A short video-message (handheld divice – max
30 seconds) for social media (facebook, instagram, linkedin, et cetera).
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note
By Friday evening I will mail you a second worksheet for use on Sunday and/or Monday like
mentioned in the Planning.
notenote
By Monday morning 28, I expect you to deliver the .pdf of your first poster to the Print Office.
But if you do not mind, before you head to the office, I would like to check the status of the
document . . . Thank you!

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open electives 2019
gandhi and design
poster
The future. Fiction. Given our mottto ’Be the change you wish to see in the world”, while
‘referencing’ (or ‘mirroring’) the poster you just finished – a second poster – featuring you,
while visualising your vision concerning the change you wish to see in your home town (or
village) and thus indirectly about the future of India.

WMU graphic design professor Bruce Naftel retiring after 30+ years

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