engleski

Role of The Graphic Designer in Corporate Identity Creation

This article explores the influence of John Dewey's philosophical pragmatism and the Chicago School of Social Thought, in the work of graphic designer Paul Rand - the creator of famous IBM logo. Based on an historical approach to science, Dewey saw philosophical problems as a reflection of real practical problems that have emerged through social and scientific change. Dewey's theory of esthetics, in his own words « is concerned with discovering the nature of production of works of art and of their enjoyment in perception. « (Dewey, 1934). In the field of graphic design, the same theory can be used to answer questions as: « How much do graphic designers contribute to the social construction of reality? Does the designer construct new meanings, or does he just reorganize and communicate in creative manner already existing meanings?»

Experience, Aesthetic perception, Graphic design

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