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The Do Good Pledge
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The Do Good Pledge
by R.G.D. David B. Berman FGDC
Do Good: How Design Can Change the World
Copyright
Dedication
FSC
Why we chose Malloy to manufacture this book
Why we chose New Riders and AIGA to publish this book
Foreword
Foreword To The Chinese Edition[2]
Letter From Aiga
A designer is
Introduction
The Creative Brief: Disarming the Weapons of Mass Deception
1. Start Now
How design failed democracy
“Drink Milk. Love Life.”
Persuasion
A teenage civilization
2. Beyond Green: a Convenient Lie
Subprime ethics
Designing climate change
Design matters: design for all
Brainchild: beyond DNA, beyond instinct
3. Pop Landscape
Coke
Usurping cultural landscape
From Montpelier to São Paolo
4. The Weapons: Visual Lies, Manufactured Needs
Brand literacy
So how much is a message worth?
Global Branding 2.0
5. Where The Truth Lies: A Slippery Slope
So what’s wrong with weaving powerful messaging and branding?
Designing memories
Where does the answer lie?
Distancing ourselves
6. Wine, Women, and Water
7. Losing Our Senses
Teaching kids to smoke and eat junk: how logo can we go?
Our inner child
Common sense of smell
Conspicuous powers
Why must we take responsibility?
The Design Solution: Convenient Truths
8. Why our time is the Perfect time
What’s your favorite typeface?
Smoke and mirrors
Don’t Shoot The Messenger
Design for the people, by the people
Freedom of speech
Safer cigarettes
Blind justice
Perfect storm
9. How to Lie, How to Tell the Truth
Customer heroes, corporate heroes
Real-time ethics
“But I will lose my job...”
10. How we do Good is how we do Good
Second nature: embracing sustainable design practices
11. Professional Climate Change
First things first
Designers united, designers taking responsibility
Certifying graphic designers
Global movement
Design events
Designing for all
First things next
Massive change happens
Consumers of Design: Shopping Tips For Agents of Social Change
The Do Good Pledge
12. “What Can Any Professional Do?” Commit!
1. “I will be true to my profession.”
2. “I will be true to myself.”
3 “I will spend at least 10 percent of my professional time helping repair the world.”
Make money doing it
Now
Are you ready to take the Do Good Pledge?
What this profession will be about is now up to us
Act now
Read more, do more
A. First Things First Manifesto
A manifesto by Ken Garland, London, 1964
B. Excerpt From The Gdc’s Code of Ethics
Responsibility to Society and the Environment
C. Excerpt from Aiga’s Standards of Professional Practice
The designer’s responsibility to the public
The designer’s responsibility to society and the environment
D. The Road to Norway and China
Notes
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Questions for Discussion
Acknowledgments: A Small Group of Concerned Citizens
About the Author
Search in book...
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11. Professional Climate Change
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12. “What Can Any Professional Do?” Commit!
Part . The Do Good Pledge
“Don’t just do good design, do good.”
--
DAVID BERMAN
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