Book Excerpt

Design for Disassembly

Editor’s note: This is an excerpt from “Design Is the Problem,” the latest book by Nathan Shedroff, chair of the MBA in Design Strategy program at the California College of the Arts in San Francisco. Contrary to the book’s title, Shedroff presents practical, specific and executable solutions to designing for sustainability, covering topics from biomimicry and life cycle analysis to dematerialization.

Recycling is an important tenant of sustainability, but in order to be effective, products need to be easily disassembled into component parts and separated by material. If this is difficult, these products simply end up in the landfill instead.

The worst parts, in terms of recycling, are those made from two different materials bonded together, because they can’t be easily separated. The Cradle to Cradle framework designates these as “monstrous hybrids.” A good example of this type of hybrid would be milk and juice cartons that come with circular pour spouts and caps built into the side. The plastic cap and spout can’t be recycled with the waxed cardboard, and yet there are no easy ways for recyclers to separate these quickly. While this design is particularly convenient for some users, it makes recycling nearly impossible (a good example of opposing goals). The only way to recycle these is for users to cut the plastic spout from the rest of the container before placing them both in a recycling bin.

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Interior Architecture

Lego of My Boardroom!

When Boys and Girls, a new Irish ad agency, acquired space in a Georgian office building in Dublin, it wanted to dispel the look of a stuffy law firm, but didn’t want the décor to appear juvenile either. A Dublin-based architectural firm called abgc took up the challenge by painting everything white, and then building a 4 foot x 9 foot rectangular boardroom table out of 22,742 pieces of Lego bricks, covered with glass, and surrounded by clear acrylic chairs. The effect is sophisticated yet playful, and completely reusable. If the ad agency gets bored with how the table looks, they can always pull the blocks apart and build something else.

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Brand Logos

Half of @Issue Logo Now in MoMA Collection

Given the fact that so many people emailed us articles about the Museum of Modern Art in New York “acquiring” the @ symbol for its architecture and design collection, we believe that others made the connection to us as well.

Actually, the origin of the @ symbol is rather murky. One theory is that it was invented by scribes around the sixth or seventh century as an abbreviation of “ad,” the Latin word for “at” or “toward.” Then @ resurfaced on the keyboard of the first typewriter, the American Underwood, in 1885, as a shorthand way of stating “at the rate of” on accounting documents. With the exception of bookkeepers, few people used the @ key, which apparently was the reason why an American programmer named Raymond Tomlinson decided to appropriate it in 1971 when devising a system to state the first email address. Tomlinson concluded that a succinct way to let email senders identify themselves was by separating the user name from the host computer from which it was sent with the @ sign. That made perfect sense and quickly became the language of the global email realm.

In 1994, when we were trying to come up with a name for our new business and design journal, the @ symbol seemed like a clever way of implying that we were at the cutting-edge of contemporary issues. Little did we realize that in 2009 when we launched ourselves as a magablog, we couldn’t register “@Issue” as our url and had to go with the annoyingly awkward “atissuejournal” if we wanted to keep some semblance of our name. But, in our heart, we will always be @Issue. Now, we are proud that half of our logo has been inducted into the MoMA collection – we’d be even prouder if MoMA would take the other half of our logo too.

Public Service Campaign

Mail a Letter; Rescue a Dog

Over the past century, dogs and a few cats have been a favorite image to appear on postage stamps. Worldwide, there are now more than 4,000 stamps featuring dogs. Perhaps coincidentally, both the UK and the U.S. are issuing commemorative stamps showing rescued animals. The British Royal Mail has just issued a set to mark the 150th anniversary of the Battersea Dogs & Cats Home. All of the pets on the stamps were abandoned by owners and “rehomed” by the charity.

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Design Education

Design School Awards MBA Degrees

An ongoing complaint from both design and business professionals is the “other side’s” tunnel vision approach to addressing market problems. Yet it has become increasingly accepted that all roads to innovation lead through design, and that design strategy factors into every step along the path, from engineering and finance to product placement and the customer experience. Design-centered businesses are no longer an anomaly. It takes design thinking to solve business problems and vice versa – and to do it fast, because competition is no longer regional or national, it’s global.

So, it is reassuring to note that the California College of the Arts in San Francisco is awarding its first MBA in Design Strategy degrees this spring. The full-time, two-year MBA program is the only one of its kind in the United States.

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