Spreadthe Word 2008 Creative Brief Sustainability Prompts Lr
“ The test of a first-rate intelligence is the
ability to hold two opposing ideas in and
at the same time and still retain the ability
to function. One should, for example, be “
able to see that things are hopeless yet
be determined to make them otherwise.
F. Scott Fitzgerald
What Is Sustainability?
Most definitions of sustainability include terms like
“maintained at a certain level indefinitely”
“meets the needs of the present without
compromising the ability of future
generations to meet their own needs”
Step One: Awareness
My definition of sustainability as a graphic designer, playing an active
roll in measuring not only my own footprint, but also the footprint of my clients –
we are the gatekeepers of their footprint, they can’t manage it with our help,
if we don’t measure it.
“Working sustainable can be
both incredibly complicated and
wonderfully simple. As graphic
designers we like to see ourselves
Environmental Economic as trendsetters and leaders. It
therefore comes as no surprise that
many designers are interested in
reevaluating professional practices
and improving their environmental
Aaris Sherin, SustainAble
The “C Word”
Andreas Gursky 99 Cent, 1999
“ If it can be measured,
it can be managed.
As designers we are the gatekeepers of our
clients (environmental marketing) footprint.
It is our responsibility to make them aware of it,
and our opportunity to help them manage it.
Chain of Custody
Triple Bottom line
CSR Corporate Social
The 4 R’s
R R educe. euse.
R R ecycle. esponsibly
And then ideally Offset
1 tonne of paper of paper, 2200 lb., is the equivalent
of 220,000 sheets of standard (20# bond) photocopy paper.
That would be 440 packages, 44 cartons or 1 skid.
(based on 4 metric tonnes of carbon credits per 1 tonne of paper at a cost of $15 per metric tonne thought a VEC broker)
OR, 1 TOnnE OF pApER COuld mAKE Any OnE OF ThESE pApER pROduCTS
11,000 7,300 1,250 729,000 218,000
Movie Posters 24 Page Catalogs 168 Page Books Business Cards Post Cards
(25" x 38" 100# coated) (8.5" x 11", 100# uncoated) (8.5" x 5.5" 80# uncoated) (2" x 3.5" 12 pt coated) (4" x 6", 12 pt. coated)
TO OFFSET ThE GREEnhOuSE GASES OF 1000 unITS
48 0.08¢ 0.28¢