“All the visual elements constitute what we generally call “form”, …The
way form is created, constructed or organized along with other forms is
often governed by a certain discipline which we call “structure.” — Wucius
Wong

Structure is inherent in the order of nature. Plants and animals are held
together by a self-sustaining structure. The planets, galaxies, atoms and
particles of atoms, are held together in a structure. Structure is the order
and arrangement of elements together and in relationship to one another,
which create and supports the whole. Design is the structuring of chaos.

“Every living organism — be it a plant, an animal, a human being, or a
social structure — is a relatively constant form… A plant, for example, by
the perpetual process of metabolism, draws upon sunlight, water, soil,
retaining only what it needs to keep its organism relatively stable. To
maintain the same constant structure, every living organism must achieve a
dynamic unity. The plastic image is no exception. Only by dynamic order can
it become a living form of human experience.” — Gyorgy Kepes
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Design is a ubiquitous human undertaking. Nearly every human artifact is touched by someone involved in its design. Buildings are designed. So are newspapers, corkscrews, business cards, road signs, home interiors, web pages, freeway interchanges, tools, furniture, software interfaces, golf clubs, coffee pots, and so on.

But what actually is design? Is it a professional field? A craft? A philosophy? Why isn’t design alone a discipline in academe? People studying design almost immediately break off into balkanized and narrow fields, such as graphic design, interior design, furniture design, automotive design, human-computer interface design, among many others.

Perhaps most importantly, Why is there so much BAD design?
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That is exactly what the firm, Guillermo Brea y Assciados was hired to do. Argentina was looking to re-brand its image as a forward thinking, modern country. One that has rebounded from the financial disasters of the late ’90s. It appears they are on the right track with this new branding…it is clean, appealing and conveys the signal of change the country is currently going through. Quite a score for the design firm, talk about exposure!

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