First Things First Manifesto 1964 Study Task 2

First Things First Manifesto 1964 

Todays session introduced us to a method of validating an argument/statement within an essay by introducing at least three academic sources to support your statement and avoid it coming across as bias. Using just one source suggests weak support for the argument as well as a lack of research into defending the statement or argument within the essay. 

Looking at two points helps support the statement a little more and show a little more understanding but three sources or even more will give a much stronger support through a variety of third party opinions to back a statement and drive at a more definite conclusion. (use quotations within the essay in a way which shows a continuous flow and ease of reading, don't just throw them in there randomly) 

For this session we looked over Ken Garlands Original Manifesto the First Things First Manifesto of 1964 and compared it to 4 reviews and interpretations of the text to give an introduction on how to pick out points from various texts to deepen statements, arguments and conclusions.

First things fist manifesto - Ken Garland - 1964

First things first manifesto - Lasn - 2000

First things first revisited - Poynor - 1999

Ten Footnotes to a Manifesto - Beirut - 2007 

An incomplete manifesto for growth - 1998 - Beirut

In groups we highlighted key criticism and evaluations the writers have presented within there texts to help pick out demonstrate how to pick points out to support arguments or statements within this triangulation concept and deepen our understanding of the original manifesto. 

First Things First Manifesto 1964 & 2000 Comparison

Received positive impact through its publication in the Guardian

Comes from Graphic Designers & Students wanting to make a difference

Highlights aspects of commercialism & consumerism been established deriving from the war 

A reversal of priorities within designers is presented 

It presents and looks at idealism

Compared to the 2000 version it looks at cultural design rather than consumerist driven design

Suggesting that thoughtful designers should aspire to greater purposes 

2000 version presents more extreme examples and language to suggest consumerism 

First Things First Revisited 1999

Presents a socialist view of consumerism compared to Ken Garlands activist approach 

Influential use of language 

The text suggests urge designer has twice the responsibility producing both graphic design and advertising within the same context

Naivety

Corporate work is never a political affair 

Presents concepts and ideas of a conformist, democratic resistant 

Ten Footnotes to a Manifesto 2007

(Our Groups analyses)

Points 1-5 overall explained a reliance on advertising over actual visual messages presented through graphic design suggesting a consumerist driven design industry. 

Suggests the industry is all about getting the money in, not about creating culturaly influenced work. All about that commercial work nothing is based around aesthetically pleasing work, its just all Sell Sell Sell. 

Its something we have come to accept and live by now and cultural work is now a lacking aspect of good graphic design compared to the cultural visions of the designers involved in the 1964 manifesto questioning current ethics within the design industry. 

Graphic designers are seen as stylists for hire, people who just make things look pretty and the advertisers sell the product.

The rest of the points in the manifesto suggest consumer culture is an oxymoron.

Generalizes commercial design as an accepted thing.

Over simplification. 

An incomplete manifesto for growth 1998

Presents positive ideas 

These ideas don't always fit or produce the desired result or are just completely stupid

Individual rather than a collective responsibility

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Study Task 2

Using this exercise as a base of knowledge of these texts I am going to critically analyze a piece of Graphic Design bringing in at least 3 or 4 of these texts providing quotes to strengthen my statements and arguments using the idea of triangulation. Including socio-political contexts within the analysis and the responsibilities of the creative who produced the work. 

The designer I chose comes from Vince Frosts studio (Frost* Collective), a designer who was involved in the 2000 First things first manifesto so will add a certain relevance when reviewing there work.

They were tasked with a brand identity for the merging of Woolworths Liquor and BWS, they needed a strong brand position to sit comfortable where Woolworths Liquor once sat. It needed to distinguish itself in a crowded market and encourage loyalty. 

Aesthetically I like the stripped back overall style it really helps draw focus in on the high impact typography and bold colors used to draw attention in on these bargain beers & spirits. The concept of an engaging and dynamic brand has been achieved by this subsequent impact through the use of iconography, bold type & images made up of type and the use of bold contrasting colors & type on neutral backgrounds. 

The strategic approach they adopted took the history of the company BWS reputation for having great deals through masculine and bold visual expressions and their focus on offering great special offers for their target audience, they wanted to make buying alcohol a "special experience" hinting at a consumerist & commercial focus within their whole brand strategy from the outset. 

Michael Beirut (Beirut, M. (2007) 'Ten Footnotes To A Manifesto', in 'Seventy Nine Short essays On Design) argues that ethical and cultural design is dead highlighting that designers that "build there reputations on cultural work" are no longer recognized in the design industry through the concentration of commercializing and producing design work for "nasty things" like "cigarettes". This statement is supported by the strategic approach, Frost used to create a "special experience" within the customers purchasing of alcohol suggesting a consumerist driven concept behind the whole brand. 

I find this quite contradictory considering Vince Frost the founder of this studio was part of the signing of the 2000 First Things First manifesto showing he too is now supporting Michael Beirut's claims of this generalization & acceptance of commercialist design. Rather than sticking to his previous ethical routes showing that he too has adopted a "reversal of priorities" within the aims of the work he produces. 

The company they produced the work for have a more ethical approach to business though. When it comes to the sourcing of there ingredients and products using the services of local farmers, producers and manufacturers they do actually demonstrate a certain consideration.

Brauce Mau (Mau, B. (1998) 'An Incomplete Manifesto For Growth) highlights an interesting point that definitely outlines Frosts intentions when pushing this consumerist brand, suggesting that "forgetting about good" is a good way to produce good company growth by arguing that "as long as you stick to good you'll never have real growth" suggesting the intentions of BWS company and the way Frost pushes there brand is all focused on this "special experience". Pushing promotions like this in customers faces making them feel a sense or want and need for these alcoholic products that are clearly know real benefit to them.

In Frosts concept description on their web site they suggest that "With national coverage of this scale, BWS has the potential to be an incredibly strong, recognizable and meaningful brand" The term meaningful I don't quite understand, they suggest that they're ethical in the sourcing of ingredients and products but there is no real evidence of this in Frosts promotions of the brand. 

Rick Poynor (Poyner, R. 1999 'First Things First: Revisited', Emigre 51) suggests the globalization of Ken Garlands original manifesto through the broadcasting of a section of the document through the BBC. "This publicity meant that many people, not just in Britain but abroad, heard about and read First Things First". It subsequently went onto be published in a number of design magazines translated into French & German to solidify its recognition within the public domain. This very influence can be reflected in Frosts intentions to solidify the BWS brand as a publicy accepted majority alcohol supplier by positioning this brand image of bargain alcohol's through their concept of "specials". 

This rebrand presents a consumerist driven intention coming from a once ethical company who's founder supported and backed a manifesto that wanted to create a more culture conscious design industry. This shows an obvious contradictory aspect as I outlined previously in my analysis. 

To end this analysis I want to touch on a point I mentioned of Vince Frost's studio been contradictory to its original intentions described in Lasn's 2000 Manifesto (Lasn, K. 'First Things First Manifesto', Adbusters) it is said that "Consumerism is running uncontested; it must be challenged by other perspectives expressed," but infact they have supported consumerism in an obvious way throughout this rebrand of an alcohol supplier. 

Maybe if they highlighted the fact that the company BWS is ethical and considerate in the production of their products (through local sourcing of ingredients and materials) they would have stuck to there original intentions they agreed on in the manifesto they signed off, but in not doing this they have become part of the bigger picture of "the exalting commercial take-over" (Poyner, R. 1999 'First Things First: Revisited', Emigre 51)