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T H E J O U R N A L O F B U S E S S & D E S I G N

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. 1 , No. 1, Fall 2005The Journal of Business and Design

Corporate Design FoundationPeter Lawrence, Chairman

Sappi Fine Paper N.A.Lithographix, Inc.

Delp!hine Hirasuna

PentagramKit Hinrichs, Design DirectorTakayo Muroga, Designer

Delphine HirasunaNoreen OLearyPeter LawrenceCover Illus trationberara Dubois

John MattosBarry RobinsonTimothy Hursley

p e t t r L a ,/renceCorporate Design FoundationAgnes BourneAgnes Bourne StudioKit HinrichsPentagramDelphine HirasunaHirasuna EditorialPeter LaundyDoblin GroupJames PatellGraduate School of BusinessStanford UniversityChristopher PullmanWGBH Educational Foundation

Corporate Design Foundation20 Park Plaza, Suite 400Boston, MA 02116Phone: 617 566 7676Email: [email protected]

www.cdf.org
mailto:[email protected]://www.cdf.org/http://www.cdf.org/mailto:[email protected]


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Inte rview withMichigan's GovernorGovernor JenniferGranholm explainswhy Michigan'seconomic growthdemands placingdesign issues frontand center.

2

Quiz: Word SearchDesign can makeinformation easilyaccessible or achallenging exercisethat is only fun ifyou are trying tosolve a puzzler.14

^

Whirlpool's VisualBrand LanguageWhirlpool ischanging consumerperception ofboring householdappliances withbold colors, styleand innovativefunctionality.

26

Can You ReadMe Now?What good is awayfinding systemif you can't makeout the words? Thisshort primer provides some basicrules on distanceand type size.24A

Harley's TouringExhibitionFor its 100th anniversary celebration,Harley-Davidsoncreated a museum-quality exhibitionand took it on theopen road.6

Business andDesign ClassicNot part of theoriginal plan, theiconic spire of NewYork's ChryslerBuilding was builtin secret to makethe skyscraper a fewfeet taller.

Iss ue 's First-EverBusiness/DesignConferenceContinue the dialoguebetween business anddesign at CorporateDesign Foundation'sIssue Conference,sponsored by SappiFine Paper andLithographix, Inc.

A Magazine for Lite rateDog OwnersNot a traditional petmagazine, Bark presentscontent that is more likeThe Ne w Yorker, exceptthat it is all about dogs.16


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I S S U E

M i c h i g a n G o v e r n o rJ e n n i f e r G r a n h o l m o n D e s ig nGovernor Jennifer Granholm te l l s Corpora te DesignFounda t ion Cha i rman Pe te r Lawrence why she has p laceddesign at the forefront of her program to make the State ofMichigan the innovat ion capi ta l of the Uni ted Sta tes .

C ould you give me your d e finition ofdesign, because it means differentthings to diffe rent pe ople?To me , des ign i s mor e cu s tom er - f ocu se d which i s exact ly what i t should be i f you ' regoing to se l l a product today. You 've gott o ma ke su r e t ha t t he p r odu c t i s des ignedin a way tha t doesn ' t jus t work , bu t i sr ea l ly r e spons iv e t o t he cu s tomer . G ooddes ign i s a c r i t i c a l f a c to r w hen peop lem a k e t h e i r b u y i n g d e c i s i o n s .Does Michigan have a design heritage?Mich iga n ha s a r i ch des ign t r a d i t i on . I t i s pa r t o f ou rD N A. D e t r o i t i s synonymou s w i th a u tomob i l e s a ndMotow n mu s i c . Wes t Cen t r a l Mich iga n i s a g r ea t cent e r f or cu t t i ng - edge o f fi ce f u r n i t u r e , i nc lu d ing H er m a nMi l l e r , S t ee l ca se a nd Ha w or th . Tha t a r ea ha s beenvery wel l known for i t s des ign focus f rom way back.I n B en ton Ha r bor , Whi r lpoo l ha s u sed des ign t o t u r nb a s i c h o u s e h o l d a p p l i a n c e s i n to f a s h i o n a b l e b e s t - s e l l e r s . Mich iga n ha s a l so ma de s ign i f i ca n t con t r ibu t i onsto a r ch i t ec tu r e ov e r t he yea r s . We ha v e been the homeof su ch g i a n t s a s A lbe r t K a h n , des ig ne r of t he m oder nconc r e t e f a c to r y ; Minor u Y a ma sa k i , t he a r ch i t ec t o f t he

Jennifer M. Granholm waselected the 47th governor of theState of Michigan in 2002 - thefirst woman to hold that officein the state's 166-year history.Previously, she served as theAttorney General for the state. Keyparts of Governor Granholm's21st Century Jobs Initiative program are dedicated to makingMichigan the worldwide center forresearch and innovation throughemphasis on creativity and design,and turning downtown coreneighborhoods into "cool cities"that act as magnets to drawtalented young professionals.

Wor ld T r a de Cen te r ; a nd Eliel S a a r i n e n ,w ho co- f ou nded a nd des igned theCr a nbr o ok A ca de my of Ar t . We co n t inu eto ha v e a l a r ge concen t r a t i on o f phenomena l a r ch i t ec t s he r e t oda y a s w e l l .You are the first governor in the nationto promote the importance of designto your state's economy and to give itpriority. Why design?The bo t t om l ine f o r w hy des ign i s impor tant to the S ta te of Michigan e s p e c i a l l ya s t a t e t ha t ha s been cha l l enged by a g loba l economy

w h e r e w e s e e m a n u f a c t u r i n g j o b s l e a v e i s b e c a u s ef u tu r e g r ow th w i l l be ba sed mor e a nd mor e on t hec r ea t i v e w or k t ha t goes i n to ma k ing g r ea t p r odu c t s , o rdev e lop ing g r ea t c i t i e s , o r ev en p r ov id ing g r ea t cu s t omer se r v i ce . We a r e go ing t o ba se ou r economy mor ea nd mor e on ou r i n t e l l ec tu a l p r ope r ty , on t he c r ea t i v es i d e , the va lue-added s ide of what we can of fer . Weha v e a s t r ong r ecor d a s a p r odu ce r o f new p r odu c t s ,a nd now w e w a n t t o ma ke su r e t ha t Mich iga n ' s b r a ndima ge i s a l l a bou t i nnov a t ion , des ign a nd c r ea t i v i t y .Can professions in creative fields really make that muchof an impact on Michigan's economic future?


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I S S U E

The power of crea t iv i ty in propel l ing our economy is afund am enta l b u i ld i ng b lock of our s ta te ' s t r ansformat ion. S ince we have los t many repet i t ive-mot ion- typej o b s , we have moved f rom muscle to mind, f rom brawnto bra in , f rom car ry ing to crea t ing . Aes thet ics a re par tof a funct iona l economy. Aesthet ics mat ter , curb appea lma t t e r s for a s ta te , a c i ty , a ca r , or any mass-producedproduct . We have worked to use des ign in our ef for t s top r omote a nd r e sha pe Mich iga n . We r ecogn iz e t he impor tance of des ign in a t t rac t ing and re ta ining the crea t iveworkforce tha t i s necessary for our s ta te to surv ive.Michigan is known as the world's automotive center.For deca des, it has defined emerging trends. Whatare you doing to hang onto that reputation?The ef for t tha t I am engaged innow i s f ocu sed on t he c r ea t i v ea spec t s o f t he p r odu c t s t ha t w ep r o d u c e . W e h a v e t h e R & D f a c i l i t i e s o f d o m e s t i c a u t o m a k e r s h e r e ,and w e jus t got Toyota to p lac et h e i r N o r t h A m e r i c a n R & D c e n t e rin Ann Ar bor . We a l so go t Hyu nda ia nd N i s sa n t o l oca t e t he i r g loba lR & D c e n t e r s i n M i c h i g a n . R & Di s w h e r e d e s i g n a n d e n g i n e e r i n ginnov a t ions emer ge in t h i s i ndu s t r y .E x p a n d i n g t h e p i p e l i n e o f e n g i n e e r sf o r t hose f a c i l i t i e s i s a n enor mou sfocus of ours . We have pol ic ies inp la ce t o f o r g iv e loa ns t o eng inee r ing s tu d en t s so w e ca n gen er a t e t henu m be r s o f t ha t c r ea t i v e w or k f o r ce t ha t w e ne ed .Re la t ed t o t ha t i s ou r i n t en t i on t o exce l i n s imu la t i onsof tw a r e , w h ich i s c r i t i c a l i n R&D f a c i l i t i e s .A recent Business Week article, titled "Get Creative,"describes how successful companies must understandthat they exist in a creative economy where designand design-thinking are essential for innovation. Howdoes Michigan fit into that model?Mich iga n i s home to ma jo r i ndu s t r i e s t ha t sha pe howthe na t i on t r a v e l s , w or ks a nd l i v es . They a l l r e ly ongood des ign. No other s ta te has the h is tory and fu turetha t w e ha v e r e l a t i v e t o des ign impa c t ing peop le ' sl i v es . N o o the r s t a t e ha s t he combina t i on o f su cces sw i th r e spec t t o p r odu c t s na mely , ca r s a nd f u r n i t u r e- tha t v i r tua l ly every one in the U.S. and the w or ld

ince we have lostmany repetitivemotion-type jobs,

we have moved frommuscle to mind, frombrawn to bra in, fromcarrying to cre a ting.Aes the tics a re p a rt ofa functiona l e conomy/1

t ou ches . Th i s mea ns t ha t hu ge oppor tu n i t i e s s t i l l l i ebe f o r e u s . Wher e do I t h ink Mich iga n f i t s i n to t h i sc r ea t i v e economy? Mich iga n i s po i sed a nd ha s t a kena dv a n t a ge o f c r ea t i v i t y t o sha pe i t s economy. We a r ed i s sa t i s f i ed w i th s t a tu s qu o . We w a n t to c on t inu a l lyev o lv e a nd sha pe a nd a t t r a c t o the r s w ho a r e a t t ha tl ev e l i n a des ign , r e sea r ch a nd dev e lopment economy.Does that mean Michigan will also seek to foster thegrowth of new industries and businesses?We w a nt t o be t he mos t en t r ep r ene u r i a l s t a t e i n t hecou n t r y . We w a n t t o be t he p l a ce w her e en t r ep r ene u r sc o m e a n d w h e r e t h e y a r e s u p p o r t e d a n d i n c u b a t e d .Some of the folks we want to a t t rac t a re those who onlyneed a compu te r a nd some so f tw a r e t o p r ov ide v a lu e

to w ha t t hey a r e des ign ing . Weha v e sma r t z ones a t t a ched t o ou r1 5 u n iv e r s i t i e s a r ou nd the s t a t e a ss t a r t - u ps f o r peop le w ho ca n c r ea t ethe workforce for the 21s t century .What about jobs in the fast-growingdigital arts field?Absolu te ly . Divers i f ica t ion i simpor t a n t . I n Mich iga n , w e seekto f os te r a w e lcom ing env i r onm entfor those we fondly refer to as "theg r een ha i r s , " t he i conoc la s t s , so w eca n t a ke a dv a n t a ge o f t he i r ima g i na t i on a nd ea se a r ou nd compu te rt echno log ies . When you look a t t hedig i ta l magic of movies and a l l tha tu nbe l i ev a b le so f tw a r e t ha t goes

in to t he dev e lopment o f v ideo ga mes , t ha t ' s w ha t w ewant to l ink to . Right now those k ids a re going to P ixarin Ca l if o r n ia . We w a n t them he r e . Tha t m ea ns w e mu s tsuppor t schools tha t pu t the focus on the crea t ive s ideof d ig i t a l t echno log ies .Michigan is the home of several respected art anddesign sch oo ls. Are you working with them in any way?Y es , w e ha v e g r ea t a r t a nd des ign schoo l s he r e T h eC o l l e g e f o r C r e a t i v e S t u d i e s , C r a n b r o o k A c a d e m yof A r t , Ken da l l Co l l ege of A r t & D es ig n a nd o the r s .We ha v e been f ocu s ing on con nec t ing t he p r iv a t es e c t o r w i t h t h e e d u c a t i o n s y s t e m , e n c o u r a g i n gi n t e r n s h i p s t h a t g i v e s t u d e n t s h a n d s - o n e x p e r i e n c ein a pp ly ing w ha t t hey l ea r n in r ea l - l i f e s i t u a t i ons .S e v e r a l a c t i v e d i a l o g u e s b e t w e e n b u s i n e s s e s , e d u c a -


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@ I s S U E :

H a r l e y ' s T o u r i n g E x h i b i t i o nWhen Har ley-Davidson se t out to host the global gala ofthe century to celebra te i t s 100th anniversary, i t inc luded anexhib i t ion tha t was as ambi t ious as many major museums.Staged largely wi thin three big- top tents , the Har ley-DavidsonOpen Road Tour was an ex t ravaganza tha t embodied theessence of the Har ley myst ique .

r flkJoanne Bischmann, Vice President, MarketingHarley-Davidson, Milwaukee, WlJoanne Bischmann guides the strategy andplanning for the H arley-Davidson brand and itsmany product lines. She spearheaded theexhibition project.

Crea t ing a major exhib i t ion for one of the most belovedicons o f Amer i ca w a s a cha l l enge in itself, bu t des igning i t so i t could t ravel to ten major c i t ies a round theglobe and b e se t up and d ism an t led in jus t a few da yswas a tes t of logis t ics , fabr ica t ion and por tabi l i ty .

Su c h d i f f i cu l ti e s d idn ' t f a z e Ha r l e y - D a v id son .I t w a n t e d i t s c e n t e n n i a l c e l e b r a t i o n t o b e m o r es p e c t a c u l a r t h a n i t s a n n u a l r a l l i e s w h i c h d r a w t h o u sa nds o f pa s s iona t e Ha r l ey f a ns t o S tu r g i s , Sou thD a k o ta , a nd D a y to na , F lo r id a , fo r a w eek o f f e s t i v i t i e sa n d b i k e r b o n d i n g .

For Ha r l ey - D a v idson , su ch ev en t s a r e mor e t ha ngood pu b l i c r e l a t i ons . "Motorcycle ra l l ies a re a lo t l iket r iba l ga ther ings . They a l low a communi ty of people toshare in a cu l ture and celebra te i t , " wr i tes Wil l ie G.Davidson, grandson of the founder , in h is book "100Y ea rs o f Ha r l ey - D a v idso n . " The cu l t u r a l ph enom eno ntha t ha s g r ow n u p a r ou nd Ha r l ey - D a v idson goes beyondthe moto r cyc les t hemse lv es . I t s b r a nd iden t i t y i s no tjus t a product , bu t an a t t i tude, a phi losophy, a fantasyof adv ent ure an d the freedom of the open road tha t hasbeen ce l eb r a t ed in popu la r cu l t u r e a nd a dmi r ed by

"W Abbott Miller, Partner, Pentagram, New York, NY Abbott Miller joined Pentagram as a partner

in 1999. He engages in a number of multidis-| ^ f t ciplinary design projects involving exhibitions,

^ k books, magazines, catalogs and identities. HeH H H H 1 headed the exhibition design team.

peop le a r ou nd the w or ld . A l thou gh f ew er t ha n 2 pe r cen t of A mer i ca n hou se ho lds ow n a Ha r l ey - D a v idson o rany other bra nd of heavy weight m otorc ycle , many s t i l lw a n t t o sha r e i n t he exper i ence t h r ou gh bu y ing Ha r l ey -b r a nded a ppa r e l , g i f t i t ems a nd co l l ec t i b l e s .

For i t s 1 0 0 th a nn iv e r sa r y , Ha r l ey - D a v idson dec idedtha t ra ther than inv i te fans over for a par ty , i t wouldt a ke t he pa r ty t o t hem. Joa nne B i schma nn , V iceP r es id en t of M a r ke t ing , w ho spe a r h ea d ed the p r o j ec tfor Har ley , says tha t in addi t ion to provid ing grea t fooda n d e n t e r t a i n m e n t , "We w a n ted peop le t o w a lk a w a yha v ing been d ipp ed in t he b r a n d . " To do tha t , t he compa ny a sked P en t a g r a m N ew Y or k t o des ign a n exh ib i t ion tha t would be par t of i t s g loba l Open Road Tour .Ha r l ey a l so a dv i sed t he des ign f i r m tha t t he w eekendev en t s w ou ld be he ld a t N ASCAR r a ce t r a cks i n N or thAmer i ca a nd a t ou tdoor Olympic a r ena s ov e r sea s i nor de r t o ma in t a in t he a u then t i c f ee l o f a Ha r l ey ga the r ing , su ppor t t he l a r ge c r ow ds a r r i v ing on moto r cyc les ,a nd a l low r oom f o r a mu s i c conce r t a nd f ood boo ths .

P en t a g r a m pa r tne r Abbo t t Mi l l e r , w ho hea ded thedes ign p r o j ec t , a dds t ha t Ha r l ey expec t ed t h i s ev en t


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Global TourA year-long celebrationof Harley-Davidson's100th anniversary,the Open Road Tourcircled the globe, withNorth American stopsin Atlanta, Baltimore,Dallas, Los Angelesand Toronto, then ontoSydney, Australia, andTokyo, Japan, and thento Barcelona, Spain, andHamburg, Germany. Thefestivities culminated inthe company's hometownof Milwaukee.Side Supp ortsThe metal towers thatserved as the side supports for the tent wereused to affix the lighting and the names offamous Harley-Davidsonrally sites, with the baseof the towers housingthe power source.Monument to the EngineThe Machine tents center support was turnedinto a monument tothe eight engine typesthat marked the different eras in Harley-Davidson's history. Th eengine names -e.g.,Flathead, Knucklehead,etc. - encircled thetower, which was shapedto recall the V form ofclassic Harley engines. Asound system embeddedin the tower periodicallyplayed the unmistakable rumbling sound of aHarley engine.F L A T H E A DKNUCKLEHEADP A N H E A DS P O R T S T E R

SHOVELHEADE V O L U T I O NT W I N - C A MR E V O L U T I O N


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t o d r a w a b r oa der a u d ience t ha n i t s a nnu a l r a l l i e s . " I na dd i t i on t o ca t e r ing t o t he i r co r e en thu s i a s t s , Ha r l eyw a nted t o r ea ch ou t t o peop le w ho w er e in t r i gu ed bu tma y no t ha v e ha d mu ch con t a c t w i th t he b r a nd . "

Mi l l e r s a ys i t qu i ck ly beca me c l ea r t ha t t hey neededto conv ey th r ee d i s t i nc t pa r t s of t he Ha r l ey - D a v ids onstory. "The s to r y b r ea ks dow n to t he Ma ch ine , w h ichi s a bou t t he b ike itself; t he Jou r ney , w h ich i s a bou t t heh i s t o r y of t he com pa ny a nd the exp er i en ce o f t he r i d e ;a nd the Cu l tu r e , w h ich i s a bou t i t s impa c t on pop cu l t u r e , " Mi l l e r s a ys . "We bu i l t ou t t he con t en t s f r om tha tin i t i a l impu l se , know ing the r e w ou ld be peop le t he r eto see a ma z ing b ikes f r om the Ha r l ey a r ch iv e a nd o th e r s w ho ma y no t be a s c r a z y a bou t moto r cyc le s bu tin t e r e s t ed in H a r l e y ' s impa c t on mo v ies , f a sh ion a ndmu s ic o r i n t he com pa n y ' s h i s t o r y . "

Once these s tor ies were def ined, the des ign teamconc lu ded tha t t he exh ib i t i on ha d t o be p r esen t ed inth r ee 2 0 ,0 0 0 - squ a r e - f oo t t en t s t ha t cou ld be qu i ck lycons t r u c t ed on t he open r a ce t r a cks . I n a dd i t i on t o s ecu r ing va luable a r t i fac ts and shel ter ing them f rom uncer ta in wea ther , the tent venue of fered the des igners grea tercont rol over the s ize and sha pe of the exhib i t a rea sothey could p lan how the d isp lays would be la id ou t .

Wor k ing w i th FTL Ha ppo ld , a n eng inee r ing f i r mknow n f o r i t s l i gh tw e igh t f a b r i c s t r u c tu r es , P en t a g r a mdes igned a c i r cu l a r t en t t o hou se t he Ma ch ineexh ib i t i on o f v in t a ge moto r cyc les a nd ga s t a nk s . L es sexpen s iv e "o f f - t he - she l f " r ec t a ngu la r t en t s w er eu sed f o r t he Cu l tu r e a nd Jou r ney d i sp l a ys .

To v i s u a ll y c o n n e c t t h e s e s h a p e s a n d c o m m u n i c a t eH a r l e y ' s i n t e r n a t i o n a l i s m , P e n t a g r a m d e c i d e d t o w r a ptype a r ou nd the ex t e r io r edges o f t he t h r ee s t r u c tu r esto c r ea t e a cohes iv e i den t i t y . Render ed 1 2 f ee t h igh inH a r l e y ' s d i s t i n c t i v e b l a c k a n d o r a n g e - o u t l i n e d l e t t e r sand se t in f ive d i f ferent languages , the s ignage provedh igh ly visible a nd ea sy t o t r a nspor t .

Typogr a phy bec a m e a g r a ph ic cen t e r p i ece in t heMa ch ine exh ib i t spa ce a s w e l l . P en t a g r a m tu r ned thecen t e r su ppor t po le i n t he Ma ch ine t en t i n to a monu menta l t ypogr a ph ic t ow er t ha t d i sp l a yed the na mes o fHarley-Davidson's f a mou s eng ines i n me ta l l i c l e t t e r s .

Su r r ou nd ing th i s t ow er w er e d i sp l a ys o f 32 v in t a gemotor cyc les f r om the Ha r l ey - D a v idson a r ch iv e co l l ec t i on , a long w i th 1 0 0 v in t a ge teardrop-shaped ga s t a nkshou sed in t he i r ow n t ea r d r op - sha ped o r a nge t en t . Th i s


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I S S U E

Tent model at1/16-inch scale

~ X

The Ma chine TentThe custom-designed Machine tent was 20,000 squarefeet in size and had to be engineered for quick installation,since the entire exhibit had to be installed in two days.A cr i t ical chal lenge was determining how to communicatethe internat ional ism of Harley and show a l ink wi th theother exhibit tents. The answer was to wrap each tent intypography, showing the name of each exhibit inside inmulti- languages in 12-foot-high letters.

O Rock & RollHarley's role

in popular culturewas com municated

through musicvideos and artifacts

(including ElvisPresley's own bike)

from Harley-Davidson's archivecollection and

from the Rock &.Roll Hall of Fame

and Museum.

7:00 AM 9:00 AMOnce the arduous task of staking the support b eams into the groundwas done, the tent for the M achine exhibition went up quickly, rising

Schema tics of Exhibition TentsIn the early stages of planning the exhibition, Pentagram developedschematic layout for each tent on paper and then built 1/8-inch sc amode ls showing where each display would be placed.

The Culture Tent The Machine T

O Fun TattoosThe tattoo art galleryhad a spe cial sectionthat let visitors applytemporary "tattoos" ofHarley-Davidson insig-nias and mottoes.

O Harley-Davidson in the MoviesFilm clips of heroes an d renegadesriding Harleys in Hollywood movieswere screened in a theater-like envi-

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I S S U E

AM Next daybrella up the center mast By the next day, crates of displays

arranged into place.

allowed the designers, traffic flow consultants, lighting experts,ers an d others to analyze potential problem areas

o be done.The Journey Tent

O Company HistoryAn exhibit in the Journeytent chronicled thesometimes bumpy roads

that Harley-Davidsontraveled from the makingof America's first motorcycle in 1903 to its current worldwide success.

A row of vintage movie posteading into the theater identified

O Tank RoomHarley-Davidson's legendaryteardrop-shaped gas tanks weredisplayed in a teardrop-shapedorange tent housed within thelarger Machine tent.

ToysThe children's activity zonedisplayed a collection ofvintage motorcycle toys andfeatured hands-on game s thatdemonstrated principles ofspeed, velocity and motion.

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historical and conphotographs ofriders comthe fun-loving, rebel

oreground) showingexperiences. Th e

ps were created in theTour.

-N

i

l... ?*wr


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I S S U E :

sep a r a t e " t en t - r oo m" ga v e a dd ed impa c t t o t h i s d i sp l a ya nd a l low ed the des igne r s t o bu i ld a cocoon- l i ke inse tw i th spo t l i gh t s i l l u mina t ing t he ga s t a nks .

T r a nspor t ing t hese p r ec iou s ma ch ines t o mu l t i p l eloca t i on s p r ese n t ed i t s ow n set of p r ob lem s a nd insu r a nc e r e s t r i c t i ons . W hi l e m os t of t he a r t i fa c t s cou ld besent by sh ip to overseas event s i tes , the r i sk of rus ta nd con t a mina t i on f r om sa l t w a t e r r equ i r ed t ha t a l l o ft he moto r cyc les ha d t o be f low n ov er t he ocea n . TheH a r l e y - D a v i d s o n a r c h i v i s t s a l s o d e m a n d e d t h a t t h eb ikes be pe r ma nen t ly mou nted t o t he i r ba ses t o a v o idp o s s i b l e d a m a g e d u r i n g h a n d l i n g . P e n t a g r a m c a m e u pw i th a so lu t i on t ha t u l t ima te ly ma de ins t a l l a t i on ea s i e r .

E a c h b i k e w a s p e r m a n e n t l y m o u n t ed t o a ba se t ha t cou ld be w hee led ou tof i t s moving cra te and into i t s d isp laypos i t i on . Ther e , t he mou nt s cou ld bebo l t ed in to p l a ce u s ing a "collar" r a i l ing tha t a lso served to keep v iewers asa fe d is tance away.

Anothe r cons ide r a t i on w a s t he f a c tt ha t t he en t i r e exh ib i t i on ha d t o bee r ec t ed a nd knocked dow n p r a c t i ca l lyov er n igh t . Mi l l e r exp la ins , "When t h eshow w ent t o a pa r t i cu l a r s i t e , t heten ts w ould go up f i r s t tha t wouldt a ke a bou t tw o da ys . Then the exh ib i t sw ou ld go u p , a no the r tw o da ys . Theev en t opened on a F r ida y n igh t a ndc l o s e d o n S u n d a y n i g h t . T h e n t h ew hole t h ing ha d t o be s t r u ck dow n a ndloa ded u p in a bou t a da y a nd a half.Tr a v e l ing be tw een v enu es w ou ld t a ke a bou t a month t os ix w eeks . " The d i sp l a y s t r u c tu r es a nd a r t i f a c t s f i l l edfor ty 48- foot t rucks on land and 25 cargo conta inersw h e n g o i n g o v e r s e a s .

S t i l l , Mi l l e r s a ys , " I t w a s r ema r ka b ly c l ea r w ha twe were in for f rom the s ta r t . I t was a charmed inter lu d e o f a p r o j ec t . I t ha d ju s t eno u gh t im e , j u s t enou ghmoney . I t mov ed a long qu ick ly beca u se i t ha d t o .Ev er y mee t ing cou n ted . Ev er y mee t ing w a s on ly a slong as i t had to be to get i t done. Decis ions werem a d e q u i c k l y . E v e r y o n e r e m e m b e r s t h e p r o j e c t a sth r i l l i ng in i t s c l a r i t y . "

With a year to pu l l i t a l l together , Pentagram workedc lose ly w i th o the r key consu l t a n t s . "Th i s w a s a n

Anniversary BookDesigned by Pentagram's MichaelBierut, the "100 Years" book wasdeveloped in tandem with theOpen Road Tour exhibition. Inside,author W illie G. Davidson, grandson of Harley-Davidson's founder,recounts the com pany's fascinatinghistory, philosophy a nd legacy. Th elogo on the co ver was embossedand foil stamp ed to comm unicateHarley's steely power.

a s s ignment w her e des ign , conse r v a t i on a nd t ou r ingissues a l l came into p lay ," says Mil ler . "You had toha v e a l l t h r ee pa r t s w e igh ing in on dec i s ions . We ha d agrea t l ight ing des igner , Ted Mather , who was cr i t ica l tothe ov e r a l l l ook . D r ea m Cha se r c r ea t ed t he con t en t f o rthe med ia p i eces . Wha t I l ea r ned in t h i s p r o j ec t i s t ha tyou ha v e t o e s t a b l i sh a des ign in t en t . On the one ha nd ,you ha v e t he c l i en t s a y ing w ha t t he i r hopes a r e . B u tthen t he r e i s t he f a b r i ca to r / t ou r ing compa ny , D es ign &Product ion, Inc . , who have to l ive wi th th is th ing for ayea r a nd be r e spons ib l e f o r bu i ld ing i t a nd t r a v e l ing i t .You have lots of suppor t and lots of people te l l ing youwhat you can ' t do and other people saying, Tf you want

to do tha t - l ike a b ig wal l coveredw i t h p h o t o g r a p h s you a re going tonee d t o f a b r i ca t e i n t h i s k ind o f ma t e r ia l and you a re going to need to br ingth is k ind of power to i t . ' They were area l i ty check for our ideas . I t was ag r e a t e x p e r i e n c e . "

Mi l l e r a dds t ha t a no the r r ea sontha t t he p r oces s f l ow ed smooth ly w a st h a t H a r l e y - D a v i d s o n m a d e s u r e t h a tdec i s ion- ma k ing on t he c l i en t s i de d idno t ge t s t u ck in commi t t ees . " I t ha dto happen tha t way," says Mil ler . "Wef i r s t met wi th the c l ient in Ju ly of theyear before i t opened. We had to becoming t o t he c lose o f d r a w ings a ndd o c u m e n t a t i o n b y J a n u a r y / F e b r u a r y ,so bu i ld ing cou ld s t a r t a nd ma te r i a l scould be moved in t ime for a la te June

open ing in A t l a n t a . Harley e m p o w e r e d o n e p e r s o n ,Joa nne B i schma nn , t o dev e lop a nd con t r o l t he p r o j ec t .I f t he r e w a s someone w ho w a s r e spons ib l e f o r i t ha p p e n i n g , i t w a s J o a n n e . "

Wi th t en v enu es cov er ed in l e s s t ha n 1 3 monthsa n d t h e n e e d t o m o v e t o n s of s o m e t i m e s i r r e p l a c e a b l ea r t i f a c ts ov e r t ho u sa nds of mi l e s , H a r l ey - D a v ids on ' s1 0 0 th a nn iv e r sa r y ev en t w a s a r oa d show tha te v e n Barnum & B a i l ey w ou ld ha v e a dmi r ed . S t a geda s a f u nd - r a i se r, i t a t t r a c t ed a n a v e r a g e o f 6 0 ,0 0 0p e o p l e p e r v e n u e a n d r a i s e d $ 7 m i l l i o n f o r M u s c u l a rD ys t r ophy . The compa ny i s no t w a i t i ng a no the r 1 0 0yea r s t o t h r ow a pa r ty ; i t i s a l r ea dy th ink ing a hea dto i t s 1 0 5 th a nn iv e r sa r y ev en t .

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I S S U E

W o r d S e a r c hHere's a puzzler that challenges both left-brain and right-brain peopleThe answers to the questions below are hidden in this field ofrandom letters and may be found horizontally, vertically, diagonally,forward or backward. Word search puzzlers are a great exercise

BO This sportswear logo wasnamed fora famous French tennispro nicknamed "The Crocodile."What was his last name?

O This typeface was named forthe designer who created it inItaly in the late 18th century.What was his last name?

^O What global apparel companycreated this magazine to emphasize itscorporate p hilosophy"United Colors"?

O What is the last name ofthe post-modernist architect whocreated a line of products forTarget stores?G

O This typeface was inspired bythe London Underground typographic system. What is itsname?

O Francesco Seraglio designedthis logo in the 1960s for whichindustry council? (Hint: Baaaa!)

h fiO What was the last name of theAmerican industrial designer whocreated this mid-century classicchair out of molded plywood?

O What is the word fora typographic character merging two ormore letters together?

V 1 0 3 - V 0 0 0 ' 8 I H S O 1 N I 0 V I / V 6Sd s r rz i

a N v y g iNoaavfrT

MiAia'eiV0I13AT3H"2I

3SVH0' IIsao'Oi

3 a n i v 3 i v 8S31/NV3 ' LI O O M ' 9

S N V S I l i O ' SS B A V d O ' t '

N O i l 3 N 3 a ' i N o a o a ' 2

3 1 S O O V 1 ' I

O What is the brand name ofthe desktop computer marketedby Apple under this symbol?

A H E L V EB E L A CC B R G EH E B I 0A N 0 L C ES E D L BE T 0 S WM T N A RK 0 I N RR N E S BG R A V E SE A D A T

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I S S U E

and, if you are not a fan of word search games, they

i c A s sT E B L L

I RL R M G AR A A A S

N D I U S

R C T E SA W 0 S AM E S L S

0 H S A

0 What are the initials of thebroadcasting company for whichWilliam Golden designed this logoin the 1950s?H This typeface w as thecornerstone of the Swiss designmovement in the 1960s. Whatis it called?

What is the name of this ergo-nomic office chair created by BillStumpf and Don Chadwick forHerman Miller, Inc.?

In the 1980s, Saul Bass created this symbol for which globalnetworking company - once affectionately nicknamed "Ma Bell"?iThis unique bottle shape hasbeen associated with this Fortune500 company for more than acentury. What is its name?

4 9 Chermayeff & Geismardesigned this logo in the 1960s.Which financial institution was itcreated for?

Since the 1910s, this markhas been the logo for whichGerman automobile manufacturer?

What is the last name of thedesigner who created IBM's logoin the 1960s?

The U.S. Government commissioned Raymond Loewy to designthis symbol in the 1970s. What arethe initials of this service entity?

15


18/39

I S S U E :

A M a g a z in e f o r L i t e r a t e D o g O w n e rsDogs don ' t r ead . Dog owners do . There in l i es the sec re tt o t he success o f an independen t magaz ine ca l l ed Bark.I t knows who i t s rea l audience i s . L i t e ra te , sophis t i ca tedand a imed a t people who share thei r l ives wi th dogs, th ispe t magaz ine appea ls to the in te l lec tua l in te res t s o f doglovers th rough l i t e ra tu re , essays and a r t .

W ith 1 ,0 0 6 new ma g a z ines l a u nch edin t he U . S . i n 2 0 0 4 a lone , w oo ing su b sc r ibe r s ha s nev e r been ha r de r . Ma jo rpu b l i she r s t r y t o min imiz e t he i r r i skw i t h b u s i n e s s p l a n s , pre-launch d i r ec tm a i l c a m p a i g n s , a n d l a v i s h p r e m i e r ei s s u e s , w h i l e i n d e p e n d e n t p u b l i s h e r ssomet imes s imp ly f o l low the i r pa s s ion ,s ta r t ing smal l and growing organica l ly .

Such was the case wi th two av iddog lov e r s , Ca mer on Woo a nd C la u d iaKawczynska , who back in 1997 sought todrum up suppor t for a leash- f ree zone ina park in Berkeley , Ca l i fornia , by producing a modest advocacy newslet ter tha tt h e y n a m e d "Bark."

Wor k ing ou t o f t he ba ck o f t he i rg a r a g e , K a w c z y n s k a , a p u b l i c p o l i c ycon su l t a n t , a nd Woo, a n a r t d i r ec to r a tAu todesk , pu t t oge the r a n e igh t - pa ge new s le t t e r , su p por ted by a few dog- f r iendly adver t i ser s , and pr inted1 ,000 copies to hand out to dog owners in the parkand leave behind in pet shops . Along wi th repor t ing onthe progress of the "of f - leash" task force and the Mut tMit t "Adopt -an- Orp han- Poo p" program , they fi l led upthe ext ra pages wi th essays , canine rec ipes , rev iews of

Cameron Woo and ClaudiaKawczynska, PublishersBark Maga zine, Berkeley, CABefore founding Bark in 1997,Cameron Woo worked asa graphic d esigner and artdirector for AT&T an d Autodesk.He serves as design andmarketing director for Bark.Claudia Kawczynska workedfo r many years as a publicpolicy consultant and technicaladvisor. Sh e oversees theeditorial and op erational sideof the publication.

books , a r t and f i lms wi th a dog angle ,and interv iews per ta ining to the re la t ionsh ip be tw een hu ma ns a nd dogs .

The con ten t o f Bark was so f resh ,s m a r t a n d r e a d a b l e t h a t d o g l o v e r scou ldn ' t w a i t t o f e t ch t he nex t copy .Bark quickly grew from 8 to 12 to 16 to28 pages and a la rger tab loid s ize . Bythe f i f th i ssue, Kawczynska and Woorea l ized tha t readers would be wi l l ing topay to get Bark a n op in ion v a l ida t edby the ma ga z ine d i s t r i bu t i on bu yer a tTow er Recor ds a nd B ooks w ho ca l l edsa y ing h i s mothe r i ns i s t ed t ha t he lookinto s tocking the ' z ine . The buyer recomme nded a cou p le o f cha n ges t o i nc r ea sen e w s s t a n d a p p e a l na mely , sw i t ch ingBark f r om a b l a ck - a nd - w h i t e t a b lo id t oa ma ga z ine f o r ma t a nd in t r odu c ing a

color cover . Bowing to re ta i l rea l i t ies , they d id .Abou t t he s a me t ime , Bark began to draw na t iona l

media a t tent ion. An a r t ic le in the New York Timesca l led Bark "The New Yorker of dog ma ga z in es . " Th eAssocia ted Press descr ibed i t a s "a ma ga z ine a imed a tth inking dog owners . " Th e Utne Reader gave i t i ts coveted "Alternative P r es s Aw a r d" in 2 0 0 0 the first time a

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pet publ ica t ion won tha t honor . The reason Bark c r ea t edsuch a s t i r was tha t i t was unl ike anyth ing e lse ou t there .

W h a t d i s t i n g u i s h e s Bark f r om o the r pe t pu b l i ca t i onsis tha t i t i s not so much about ca r ing for dogs asabout l iv ing wi th dogs . Ins tead of a r t ic les on pedigreedpe t s , b r eed ing a nd t r a in ing , Bark f ea tu r es dog - pe r t i nen ts t o r i e s by r e spec t ed w r i t e r s , poe t s , e s sa y i s t s , nov e l i s t sa nd a r t i s t s , ma ny o f w hom r egu la r ly a ppea r i n The NewYorker a nd on N a t iona l P u b l i c Ra d io a s w e l l a s on bes t se l l e r book l i s t s . I t p r e sen t s i l l u s t r a t i v ees sa ys on dogs in f i ne a r t pa in t ings ,ca r t oons , h i s t o r y a nd pop cu l t u r e . I t p r o v ides t hou gh t - p r ov ok ing a r t i c l e s on dogbeha v io r , s c i ence a nd phys io logy , w h i l ea l s o o f fe r in g p r a c t i c a l h o u s e c l e a n i n gt ip s f o r pooch ow ner s ; a dv ice on b ik ing ,h ik ing and t ravel ing wi th dogs; of f icee t iqu e t t e f o r dogs ; v e t e r ina r y hea l t h t i p s ;a nd consu mer - t e s t ed r ev i ew s o f p r odu c t ssu ch a s poop ba gs a nd pe t co l l a r s .

For Ka w cz ynska a nd Woo, c r ea t ing adog - cen t r i c l i t e r a r y ma ga z ine w a s l e s sin t en t i ona l t ha n mot iv a t ed by a n a w a r e n e s s t h a t " d o g p e o p l e " speci f ica l ly , thefel low dog walkers they knew f rom thepark near the Univers i ty of Ca l i fornia ,B e r k e l e y c a m p u s h a v e a s o p h i s t i c a t e dr a nge o f i n t e r e s t s a n d a pp r ec i a t e i n t e l l i gen t con t en t .

Ea r ly on , Ka w cz ynska , w ho ha nd lesthe ed i t o r i a l s i de o f Bark, looked forw a ys t o a ppea l t o t h i s s egment . Her l imi t ed bu dge t ma de commiss ion ing o r ig i na l w or k p r oh ib i t i v e , bu t she d i scov er edtha t w e l l - know n a u thor s a nd exper t s w how er e dog en thu s i a s t s w er e u su a l ly w i l l i ng t o g r a n t phone in t e r v i ew s , e spec i a l lyw hen i t ga v e t hem a n oppor tu n i ty t o t a lk a bou t t he i rca n ine f r i ends . "P eop le a lw a ys lov e t o be in t e r v i ew ed ,"K a w c z y n s k a s a y s . " I n t e r v i e w i n g p e o p l e w h o h a d s o m e th ing impor tant to say was a way to get qua l i ty contenttha t w a s o r ig ina l t o ou r pu b l i ca t i on . And i t d idn ' t cos tm u c h m o n e y a t a l l . "

A v or a c iou s r ea de r , Ka w cz ynska g r a v i t a t ed t ow a r dfea tur ing l i tera ry typ es , seek ing out som e of he r favor i t e a u thor s w ho w er e know n to l ov e dogs . I n t u r n , Woo ,

BARkMastheadWoo says he chose R ockwellBold Condensed for the Barklogo for its traditional andsolid look, but to "soften" the"monolithic" appearanceof all caps, he put the "k"in a friendlier lower case.Early Iss uesA new sletter aimed at convincing the city of Berkeley to provide an off-leash zone for dogsin the park, the first issue ofBark (back) was just 8 pages,printed offset in one color, an ddistributed free. By issue No.7, Bark ha d become a 32-pagetabloid, sold on newsstands.

w ho se r v es a s des ign d i r ec to r , i ndu lged h i s f ondnessf o r i l l u s t r a t i ons by commiss ion ing dog - ow ning a r t i s t st o do d r a w ings .

I d e n t i f y i n g s u c h p e o p l e w a s n o t h a r d . "You c a na lw a ys t e l l w hen a n a r t i s t ha s a connec t i on t o dogsbeca u se dogs w i l l o f t en pop u p in t he i r w or k a nds o m e t i m e s i n t h e i r a u t h o r ' s p h o t o s o n b o o k d u s tj a c k e t s , " s a y s W o o .

An inv i ta t ion to cont r ibu te to Bark, ev en a s obscu r eas i t was then, was usua l ly greeted wi thdel ight . "A lot of wr i ter s an d i l lus t ra torshave a grea t pass ion for dogs , bu t notmany avenues to express tha t in thei rpu b l i shed w or k , " s a ys Woo. "We g iv ethem a lo t of la t i tude."

The con t r ibu to r s ' en thu s i a sm f o r t heca l ibe r o f Bark's c o n t e n t s o o n s n o w b a l l e d i n t o i n t r o d u c t i o n s t o o t h e rdog - lov ing w r i t e r s a nd a r t i s t s a c r os s t hecou n t r y a nd l ed t o mor e con t r ibu t i onsf rom som e of t he na t i on ' s bes t - k now ncr ea t iv e t a l en t .

E v e n w h e n Bark w a s d i s t r i bu t ed on lyin the Bay Area , i t took a wor ld-v iewa ppr oa c h to t he su b jec t . " I t ' s im por t a n tto br ing in many voices so i t wi l l notbe seen a s a v a n i ty p r es s p r o j ec t , " s a ysWoo. "We d i scov er ed ea r ly on t ha t w enee ded t o p r es en t a r t i c l e s , e s sa ys a nda r tw or k t ha t w er e mor e u n iv e r sa l . Tha t ' st he one t h ing w e a sk o f t he ma te r i a ltha t i t be pa r t o f a sha r ed exper i ence . "The qua l i ty of Bark's e s s a y s a n d e v o c a t i v e ima ges ha v e r e sona t ed w i th r ea de r sev e r yw her e , no ma t t e r t he i r a ge o r t hetype of dog they own.

Woo a lso found tha t i l lus t ra t ions werea good w a y t o ma ke t ha t connec t i on w i th r ea de r s . "Ani l lu s t r a t i on opens u p one ' s ima g ina t i on , " Woo obse r v es ."Wi th a n i l l u s t r a t i on , r ea de r s a r e no t l ocked in to ' Oh ,th is i s an a r t ic le on a gold en re t r iev er ' . W he n they s eea pho tog r a ph , t hey t h ink t he r e i s someth ing spec i f i ca b o u t that dog . Wi th i l l u s t r a t i on , i t i s mor e u n iv e r sa l . "

Woo a lso lea rned tha t the reverse was t rue when i tcame to the cover image. "We would go to profess iona lmagaz ine conferences to get feedback f rom the pros ,

fk*rk

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Jeffrey Decoster Sharon Montrose

Deborah Samuel Brian Summers Kevin HouseBOSS! Rick Bass, Raxana Robteo s, Patricia McCenfieil plus Rex in the City

Rachael Hale

, >.:

B O N U S

; Car to o nHolisticCareStoriesHumorSports&Travd

iviarK uiriKsen jenrey uecosierNewsstand AppealMeant to catch the attention of newsstand shoppers, Bark covers feature teaser headlines of what's inside and interpretative images ofdogs of every age, breed and size. Early issues of Bark presented illustrative covers, which sometimes conveyed the im pression of anacadem ic literary magazine. Recent issues al l show photographic portraits o f dogs looking directly at the camera - a change that seemsto sell more effectively on newsstands. The artists and photographers are listed below each cover.


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Bone Ap p etitRecipes in Bark feature tastytreats such as Liver Brownies,created by the staff and a network of cooking experts andapproved by Bark's office dogs.

Travel GuideVirtually any subject can be

given a canine twist,including history, science,

crafts and travel. This regularfeature provides useful tips

on vacationing with a pooch- dog camps, dog-swimming

temperatures in po pular lakes,dog-friendly picnic grounds in

the wine country, etc.

P a i n t i n g s

Rescued DogThe graphic app roach of this

layout captures the dram aan d urgency of a valianteffort to rescue abandoned

dogs in Puerto Rico.

Type a s ArtBark's inventive use of typography builds on the theme ofthe article. Real grass, twigsand flowers were shaped intoletters an d captured ona scanner.

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Dog PortraitsI llustrators who have an affinity for dogs loveto contribute some of their persona l work to Bark.Vivienne Flesher painted these pets. Theirhuman companions - one of whom is authorIsabel Allende - added their comm ents.

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Bark.,'/*-,

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Quincy is my irst we . i sometimes wake up m themiddle of the night just to p< > hr r ,rt theseaffections Qu.ncy ' r ' f tsco c*typound dH (>tm( t ' c 0f >more than J" 'sout.} save h&whiskers in a tin.

Sarah iCessler

Poetry in MotionThis photo essay by

Seth Affoumado of adog frolicking in the

water compleme nted thepoems about dogs on thefacing page.

Classic ProfilesAn article on an 18th-centurynaturalist who classified different types of canines provided anopportunity to use classic profileengravings of dogs.

5 . THE TALK OFtoonO W N Dogs in CartoonsAnnie Alden's PhD. dissertation on the significance ofdogs in The New Yorkercartoons provided an opportunity to show cartoons fromthe magazine's collection.

Promotional GiftPerforated postcards featuring theworks of some of Bark's talentedartists are occasionally included inthe magazine a s a gift to readers

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Regular FeaturesWith the s ingle prov iso that al l art ic les mustsomehow involve dogs, Bark manages to encompass virtually every subject known to man orbeast. The wealth of art and l i terature featuringdogs may be somewhat at t r ibuted to the naturalaffinity that people working alone in the creativearts have for pets. Dogs are both muses andcompanions and a reason to go out for a walk .

AntiqueCollector's CornerA story that appealsequally to collectors and dog lovers,this collection ofantique dog tags isaccompanied by aninteresting articleon the history of doglicense tags.

Dorothea Lange PhotoThe frequent appearance of dogsin Dorothea Lange's documentaryphotographs of Dust Bowl migrantsfrom the 1930s prompted a photoessay on Lange, with personal recollections by Elizabeth Partridge,the daughter of Lange's assistantand granddaughter of photographerImogen Cunningham.

Rex in the CityAn ongoing autobiographi

cal series by Lee Forgotson,"Rex in the City" recounts

the life of a young New Yorkcouple and their rescued

dog. Readers hang on everyturn of events and adventure, illustrated by SusanSynarski. Villard recently

picked up the stories, whichwill appear as a novel in

spring 2006.

Reader ContributionsPicking up on a

reader's suggestionto hold a smiling

dog contest, Barkwas deluged withphotographs - somuch so that it has

made "Smiling Dogs"a regular feature.


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C a n Y o u R e a d M e N o w ?Bad signage contributes to morepeople getting lost than a poor senseof direction. Consider the times thatyou failed to see a sign because itwas too small or obscurely placed. Orstood baffled before a directory thatwas illogically organized and badlylit. In the realm of graphic information, wayfinding systems abide bytheir own set of rules. Many typefacesthat are easy to read on a printedpage are frustrating to make out insignage. The same goes for colors.This iswhy some designers and theirclients are chagrined to find that thesystem that looked so stunning inminiature mock-up failed miserablywhen installed at actual size. Offeredhere are a few basic rules of thumb tokeep in mind - they all apply to interior signage and viewing in optimumlighting conditions. A recommendedsource is "Wayfinding: People, Signsand Architecture" by Paul Arthurand Romedi Passini (Focus StrategicCommunications Inc.).

Rule of Thumb # 1 : "X" Height and Reverse TypeResearch has shown that the most legible type for signage isblack on white, with lower case type having an "x"height that isin a 3:4 ratio with capital letters. When type is reversed, w hiteon black, the letters tend to look 10-12% bolder. A drawback ofwhite-on-black is the optical halo that forms around words. Also,when using these backgrounds in combination, adjust the type sothey will look consistent insize.

Rule of Thumb # 3 : DirectoriesInformation on a wayfinding directory should be limited to six items,which is about as much asa person can take in quickly whenwalking by. Information should be organized by direction, not listedalphabetically or according to what looks graphically interesting.

^Restauran^Health Spa- * Restrooms-Valet-Tennis Courts

Do's

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