“Swiss” schools and “slick” schools
“semiotics” (Swiss) or “conceptual problem solving”(slick)
-To the portfolio schools, the “Swiss” method is hermetic, arcane, and meaningless to the general
public.
Process schools-favor a form-driven problem solving approach.
-To the process schools, the “slick” method is distastefully commercial, shallow, and derivative.
aim: to provide students with polished “books” that will get them good
jobs upon graduation.
The problem-solving mode is conceptual, with a bias forappealing, memorable, populist imagery. The product, not process, is king.
the portfolio schools are staffed largely by working professionals who teach part time, who are impatient with idle exercises that don’t relate to the “real world.”
-East Coast corporate identity firms love the process school graduates; anyone who’s spent six months combining a letterform and a ballet shoe won’t mind being mired in a fat standards manual for three years. On the other hand, package design firms are happy to get the portfolio school graduates: not only do they have a real passion for tighter-than-tight comps, but they can generate hundreds of stylistically diverse alternatives to show indecisive clients.
-Without the benefit of intensive specialized programs, the pioneers of our profession, by necessity, became well-rounded intellectually. Their work draws its power from deep in the culture of their times. Modern design education, on the other hand,
-Modern design education, on the other hand, is essentially value-free: every problem has a purely visual solution that exists outside any cultural context. Some of the most tragic victims of this attitude hail not from the world of high culture, but low.
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