
Human Intelligence begins with conception; it is our prime mental activity. A concept is only fixed when it is embodied in a symbol, It is the culmination in some form of symbolic expression that we as designers need to understand and explore. We must learn the various modes of expression ie; language, myth, audible, artistic, mathematical etc. It is in the difference between the concept and the symbol that we find the grey area, this difference is where we find the poetry.
‘The magic of the concept and the charm of the real.’ Jean Baudrillard









Actions speak louder than logos?
Thomas Matthews new identity has been produced entirely using waste materials, but is this just a token gesture?
I think it looks beautiful, but printing a business card entirely devoted to saying how little it is impacting the world isn’t really moving the world on. If they weren’t made in the first place they could claim the same achievement. All they are highlighting here is a fixation with being less bad, rather than actually being good (to borrow words from Michael Braungart).
I’m probably in the minority here, but I can’t stand it when companies use an environmentally friendly tag line as a marketing tool. Thomas Matthews use the idea of sustainability as their unique selling point, but if we were all to follow their lead, then they wouldn’t be so ‘unique’ anymore.
If the waste materials are a problem then this isn’t a solution just because it looks nice. The problem persists, they have just coloured in the waste.