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typografie. grafick design.vizuln komunikace

typography.graphic design.visual communication

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SFILMSTELEVISIONFEATURESSCIENTIFICANDINDUSTRIALPUBLICATIONSAND

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TYPO.21

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EDe`c^EjaV7`f_Ucj

ANTALIS s. r. o., velkoobchod paprem,len nadnrodn spolenosti ANTALIS

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TYpo.ediTorial

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TYpo.hi

Frst Thngs

Petra erne OvenBackground o Mansto pozad vznku Manstu

Jan Michlnjdv to havn nbo njdv to nFrst thngs frst or OUR thng f

TYpo.phenomMartin Pecinanjasn pravda potck rk

Uncar rus o potca advrts

TYpo.a

Filip Blaek & Pavel ZelenkaTpo Brn

TYpo.p

Jan Solpera & Tom BrousilPav T

TYpo.

Linda Kudrnovskz Phnom Pnhu do Krom Koh From Phnom Pnh to Krom Koh

TYpo.b

Zd se, e nkter tmata jsou v diskusi o rackm desinu vn. Donekonena lze tebadiskutovat o tom, kam a sah desinrova zodpovdnost za vlastn prci. Lze se pt o to, zdaje sprvn pracovat pmo pro politiky, nadnrodn koncerny nebo mizern zpvajc prostituty.Lze tak diskutovat o tom, jestli tdr honore a velkorozpotov produkce pinejkvalitnj desin, nebo zda kvalitn desin vznik jen tam, kde desinr pracuje zcela voln,bez klientova ostho zraku a svazujcch poadavk, kter komern sra nutn pin.Nebt spasitelsk hlavn prezentace Kalle Lasna na TYPO Berln 2006 a relativn nedvnhovydn knihy No Logo od Naomi Klein v eskm pekladu,asi bychom mli tuto diskusi za uzavenou. Kad pecev, e ten nejlep desin je zcela nekomern, vznikpro njakou bohulibou nadaci nebo neziskovou kulturninstituci, a to vhradn bez ohledu na jej reln potebya z desinrova ryzho pesvden. Dobr desinr musbt rovn veetarin, nebo m aspo tdit odpad. Kouenpovoleno.

Anebo je to jinak? Tme se na vae reakcea nzory.[redakce]

It seems that some topics are eternal in the discussion about graphic design. Endlessly can ondiscuss or example the extent o a designers responsibility or his own work. It is possible toargue about whether it is right to work directly or politicians, supranational concerns or the posinging prostitutes. Discussions can also be had about whether generous royalties and large-bproductions bring higher-quality design, or whether quality design only emerges where the deworks quite reely, without the clients eagle-eyed supervision and the binding requirements, w

the commercial realm necessarily brings along.I it had not been or the messianic key note speech o Kalle Lasn at TYPO Berlin 2006, and therecent publication o the book No Logo by Naomi Klein in Czech translation, we would probabhave considered this discussion to be closed. Every one knows or sure that the best design iscommercial, being created or some benecial oundation or non-prot cultural institution, all texclusively regardless o its actual needs and out o the designers true conviction. A good desalso needs to be a vegetarian or ought to at least separate his waste. Smoking permitted.Or is it dierent? We are looking orward to your views and reactions.[the editors]

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Frst Thngs Frst Mansto

Ken garland, London, 1964.

we, the undersined, are raphic desiners, photora-phers and students ho have been brouht up in a orldin hich the techniques and apparatus o advertisin havepersistently been presented to us as the most lucrative,eective and desirable means o usin our talents. we havebeen bombarded ith publications devoted to this belie,applaudin the ork o those ho have foed their skilland imaination to sell such thins as: cat ood, stomach

poders, deterent, hair restorer, striped toothpaste, ater-shave lotion, beoreshave lotion, slimmin diets, attenindiets, deodorants, zzy ater, ciarettes, roll-ons, pull-ons,and slip-ons. By ar the reatest time and eort o thoseorkin in the advertisin industry are asted on thesetrivial purposes, hich contribute little or nothin to ournational prosperity.In common ith an increasin number o the eneralpublic, e have reached a saturation point at hich thehih pitched stream o consumer sellin is no more thansheer noise. we think that there are other thins moreorth usin our skill and experience on. There are sins orstreets and buildins, books and periodicals, cataloues,instructional manuals, industrial photoraphy, educationalaids, lms, television eatures, scientic and industrialpublications and all the other media throuh hich e pro-

mote our trade, our education, our culture and our reateraareness o the orld.we do not advocate the abolition o hih pressure consum-er advertisin: this is not easible. Nor do e ant to takeany o the un out o lie. But e are proposin a reversal opriorities in avour o the more useul and lastin orms ocommunication. we hope that our society ill tire o im-mick merchants, status salesmen and hidden persuaders,and that the prior call on our skills ill be or orthhilepurposes. with this in mind, e propose to share ourexperience and opinions, and to make them available tocolleaues, students and others ho may be interested.

Manst Njdv to havn

Ken garland, Londn, 1964

My, ne podepsan rat desini, otoraov a studenti,jsme byli vychovni ve svt, v nm nm byly metody a strateiereklamnho prmyslu vytrvale prezentovny jako nejlukrativnj,nejeektivnj a nejvhodnj orma vyuit naeho talentu. Jsmezahlceni publikacemi zasvcenmi tto ve, vychvalujcmi prci

tch, kdo vyuvaj svch schopnost, aby pomhali prodvat rdlopro koky, aluden prky, myc prostedky, vlasov kondicio-nry, proukovanou zubn pastu, balzm po holen, balzm pedholenm, diety na hubnut, diety na tloustnut, deodoranty, perlivou

vodu, ciarety, velijak stahovae, navlkae a nazouvae.S tmito trivilnmi zleitostmi, kter k nrodn prosperit pispvajminimln nebo vbec, ztrcej zamstnanci reklamnho prmyslunejvce asu a vypltvaj na n nejvce sil.Protoe poet obyvatel narst, dostali jsme se do situace, kdy je

trh nasycen a kad snaha o dal zvyovn spotebnho prodejenen nim vc ne pouhm humbukem. Domnvme se, e existuj

jin vci, kterm by stlo za to vnovat nae schopnosti a zkue-nosti orientan systmy, knihy, periodika, kataloy, instruktnmanuly, prmyslov otorae, vzdlvac projekty, lmy, televiznpoady, vdeck a prmyslov publikace a dal zpsoby, jakpropaovat n trh, nae vzdlvn, nai kulturu a nai vt inor-movanost o okolnm svt.Neprosazujeme zruen spotebitelsk reklamy, vme, e to nenprovediteln. Nechceme ani ubrat ivotu na zbavnosti. Navrhu-

jeme vak zmnu naich priorit ve smyslu dosaen uitenjcha trvalejch orem komunikace. Doume, e se nae spolenostbrzy nasyt podvodnch obchodnk, prodava ivotn rovna skrytch naeptava, a nae schopnosti budou v budoucnu

vyuvny uitenjm zpsobem. Z tohoto dvodu bychom serdi podlili o sv zkuenosti a nzory s naimi koley, studentya vemi ostatnmi, kte o n budou mt zjem.

Edward Wright, Georey White, William Slack, Caroline Rawlence, Ian McLaren, Sam Lambert, Ivor Kamlish, GeraldJones, Bernard Higton, Brian Grimbly, John Garner, Ken Garland, Anthony Froshaug, Robin Fior, Germano Facetti,Ivan Dodd, Harriet Crowder, Anthony Clit, Gerry Cinamon, Robert Chapman, Ray Carpenter, Ken Briggs

The key note speech by Kalle Lasn at the Typo Berlin 2006 conerence related closely to theFirst Things First maniestos. The rst one was published in 1964, and the second ollowed upin the year 2000. This being a subject, which still raises many a discussion among graphic de-signers, we have decided to publish both maniests again. We also bring two views o experts,setting FTF into wider context the designer and design theoretician Petra erne Oven, and thehistorian and design theoretician, Proessor Jan Michl.

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Frst Thngs Frst Mansto 2000

we, the undersined, are raphic desiners, art directorsand visual communicators ho have been raised in a orldin hich the techniques and apparatus o advertisin havepersistently been presented to us as the most lucrative, e-ective and desirable use o our talents. Many desin teach-ers and mentors promote this belie; the market reards it;a tide o books and publications reinorces it.Encouraed in this direction, desiners then apply theirskill and imaination to sell do biscuits, desiner coee,diamonds, deterents, hair el, ciarettes, credit cards,

sneakers, butt toners, liht beer and heavy-duty recreation-al vehicles. Commercial ork has alays paid the bills, butmany raphic desiners have no let it become, in laremeasure, hat raphic desiners do.This, in turn, is ho the orld perceives desin. The proes-sions time and enery is used up manuacturin demandor thins that are inessential at best. Many o us haveron increasinly uncomortable ith this vie o desin.Desiners ho devote their eorts primarily to advertisin,marketin and brand development are supportin, andimplicitly endorsin, a mental environment so saturatedith commercial messaes that it is chanin the very aycitizen-consumers speak, think, eel, respond and interact.To some extent e are all helpin drat a reductive and im-measurably harmul code o public discourse.There are pursuits more orthy o our problem-solvin

skills. Unprecedented environmental, social and culturalcrises demand our attention. Many cultural interventions,social marketin campains, books, maazines, exhibi-tions, educational tools, television prorams, lms, charita-ble causes and other inormation desin projects urentlyrequire our expertise and help.we propose a reversal o priorities in avour o more useul,lastin and democratic orms o communication - a mind-shit aay rom product marketin and toard the explora-

tion and production o a ne kind o meanin. The scopeo debate is shrinkin; it must expand.Consumerism is runnin uncontested; it must be chal-lened by other perspectives expressed, in part, throuhthe visual lanuaes and resources o desin.In 1964, 22 visual communicators sined the oriinal callor our skills to be put to orthhile use. with the explosive

roth o lobal commercial culture, their messae hasonly ron more urent. Today, e rene their maniestoin expectation that no more decades ill pass beore it istaken to heart.

Manst Frst Thngs Frst 2000

My, ne podepsan rat desini, vtvarnci a vizuln komu-niktoi, jsme byli vychovni ve svt, v nm nm byly metodya strateie reklamnho prmyslu vytrvale prezentovny jakonejlukrativnj, nejeektivnj a nejvhodnj orma vyuit naeho

talentu. Mnoho pedao a teoretik desinu takov nzor sdl;trh je na nm zaloen; pliv knih a nejrznjch publikac ho posi-luje v och veejnosti.Desini, podpoen touto vchovou, vyuvaj svch schopnost,aby pomhali prodvat ps suchary, kvu, diamanty, myc prosted-ky, vlasov ampony, ciarety, kreditn karty, okoldov tyinky,stelivo, nzkoalkoholick pivo i rekrean horsk kola. Domnou

takov innosti byla vdy komern sra, ale mnoho rackchdesinr dnes souhlas s tm, aby se tento pstup stal bnmstandardem pro rackou prci jako takovou.To se ovem odr ve zpsobu, jm dnes svt na proesi rack-ho desinra nahl. as a enerie rackho desinra jsou plnk dispozici poadavkm masov produkce, pro zhotoven vc,kter jsou v nejlepm ppad nepotebn.Pro mnoh z ns bylo a je stle nepohodlnj smit se s tmtopohledem na nai proesi. Desini, kte se rozhodli uplatnit pe-devm na rozvjejcm se reklamnm, marketinovm a znakovm

trhu, podporuj mylenkov prosted peplnn komernmi inor-macemi a implicitn se k nmu hls. Toto prosted mn zpsob,

jm oban-konzument mluv, mysl, ct, komunikuje a ovlivujeostatn. Ve sv podstat tak pomhaj vytvet v obecnm pov-dom veejnosti vemocn a kodliv kd prmrnosti.Mli bychom uplatnit nae schopnosti tam, kde jsme potebnj,pi een kvalitativn dleitjch problm. Bezprecedentnkrizov stav naeho ivotnho prosted i sociln a kulturn krize si

daj n zjem. Mnoho kulturnch aktivit, sociln-marketino-vch kampan, publikac, asopis, vstav, uebnch pomcek,televiznch proram, lm, charitativnch poin a ostatnchprojekt z oblasti inormanho desinu urentn vyaduje naipomoc a expertn poradenstv.Navrhujeme zmnu naich priorit ve smyslu dosaen uitenjch,dlouhodobjch a demokratitjch orem komunikace stranouod marketinov strateie a smrem k znovuobjeven a produkcinovho mylen. Diskuse na takov tma tm vymizela; mus seopt rozit. Konzumn styl ivota se vemi smry; mus btzastaven prostednictvm ostatnch perspektiv ivota.V roce 1964 podepsalo dvaadvacet rackch desinr oriinlniniciativu, usilujc, aby nae schopnosti byly smysluplnji vyuity.Spolu s exploz loblnho svta komern kultury nalhavost jejichapelu jen zeslila. Dnes chceme jejich maniest podpoit v oe-kvn, e u se nedokme ani jedn dekdy, v n bychom sivichni nevzali jejich odkaz k srdci.

Jonathan Barnbrook, Nick Bell, Andrew Blauvelt, Hans Bockting, Irma Boom, Sheila Levrant de Bretteville, MaxBruinsma, Sin Cook, Linda van Deursen, Chris Dixon, William Drenttel, Gert Dumbar, Simon Esterson, VinceFrost, Ken Garland, Milton Glaser, Jessica Heland, Steven Heller, Andrew Howard, Tibor Kalman, Jeery Keedy,Zuzana Licko, Ellen Lupton, Katherine McCoy, Armand Mevis, J. Abott Miller, Rick Poynor, Lucienne Roberts, ErikSpiekermann, Jan van Toorn, Teal Triggs, Rudy Vanderlans, Bob Wilkinson

TYpo.hi

vodn pednka Kalle Lasna na konerenci Typo Berlin 2006 se zce dotkala maniest FirstThings First Nejdv to hlavn. Prvn byl zveejnn v roce 1964, druh na nj navzal v roce2000 a byl otitn v nkolika eskch grackch asopisech (podrobnji se mu vnoval lnekAlana Zruby v ptm sle asopisu Deleatur z jara 2001). Pokud je nm znmo, esk pekladprvnho maniestu vak dosud nebyl publikovn. I proto jsme se rozhodli otisknout pekladyobou maniest spolen s komenti dvou odbornk designrky a teoretiky designu Petryerne Oven a historika a teoretika designu, proesora Jana Michla. Jejich texty zasazuj obamaniesty do irho dobovho a nzorovho kontextu.

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Many ords have been ritten about the Maniesto2000 in the past years and heated debates took

place in proessional circles in Europe and America. TheManiesto made desiners think about their role in thecontemporary society. The aim o this short contributionhoever is not to validate Maniestos return or assess theimpact it had at the beinnin o the 21st century, but toprovide a backround o the oriinal Maniesto publishedin 1964.

The ties and sixties ere very interestin years in the Brit-ish raphic desin. Ater the post-ar austerity nally thetime came hen companies ere able to aord thinkinabout and spendin on desin o their products. The rstproessional studios ere oranised and people started tosin their desins that as the time hen a desiner asopposed to a commercial artist as born.In those years many proessional bodies ere ormed or re-oranised (ICOgRADA, Society o Industrial Artists SIAD,Society o Typoraphic Desiners STD) and some o them

expanded considerably (SIAD had in mid-ties already1085 members). Desiners ere aare that they have toet amiliar ith modern technoloies and also infuencetheir development (one example o that as the Typora-phers Computer workin group TCwg).Desin schools ere reconsiderin desin education, neinitiatives ere ormed (workin Party on TyporaphicTeachin, MORADE Movement or Rethinkin Art andDesin Education, National Conerence on Art & Desin

Education) and symposia and conerences ere oranised.They ere all ell attended, another proo that desinersere seekin collaboration and anted to do somethin orthe advancement o their proession.Serious questions ere bein discussed in numerousmaazines such as Typoraphic, Typoraphica, Moti, Al-phabet and Imae, The Penrose Annual, Desiner (SIADsmaazine), Typoraphy, Monotype recorder, graphis,Desin and Architectural Revie. Desiners ere tryin tocontrol, coordinate and plan processes, hich as possi-

TexT.peTraerneovenTYpo.hisTorY

BACkgroUnd of MAnIfeSto 1964

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O maniestu rackch desinr First ThinsFirst (Nejdv to hlavn) z roku 2000 bylo v uplynu-lch letech mnoh napsno a v odbornch kruzchEvropy i Severn Ameriky se o nm vedly vzruendebaty. Tento maniest toti donutil rackdesinry vc uvaovat o jejich roli v souasnspolenosti. Clem tohoto pspvku vak nen animaniest hodnotit, ani odhadovat dsledky jehovzken na potku jedenadvactho stolet, ale

osvtlit pozad vzniku pvodnho maniestu publi-kovanho roku 1964.Padest a edest lta byla v oblasti britskhorackho desinu velmi zajmav. Doba povle-nch spor byla u konce a nadeel as, kdy rmymohly zat uvaovat o desinu svch vrobk.Vznikala prvn proesionln studia a lid se podsvj desin zaali podepisovat; byla to doba prv-nch rackch desinr, kte se vymezovali vevztahu k reklamnm vtvarnkm.V tto dob tak vznikala nebo byla reorani-zovna mnoh proesn sdruen (ICOgRADA,workin Party on Typoraphic Teachin, Societyo Industrial Artists SIAD, STD Society oTyporaphic Desiners) a nkter z nich se takvrazn roziovala (spolenost SIAD mla v polo-vin padestch let tm 1085 len). Desinisi zaali uvdomovat, e se mus nauit zachzet

s modernmi technoloiemi a tak ovlivovat jejichvvoj (jednm z pklad byl TCwg TyporaphersComputer workin group).grack koly zaaly pehodnocovat vukudesinu, vznikaly nov iniciativy (MORADE Mo-vement or Rethinkin Art and Desin Educationnebo National Conerence on Art & DesinEducation), byla podna a hojn navtvovnasymposia a konerence, co svd o snaze raknajt nov monosti spoluprce a udlat nco prorozvoj proesnho zzem.Odborn asopisy jako Typoraphic, Typora-phica, Moti, Alphabet and Imae, The PenroseAnnual, Desiner (asopis spolenosti SIAD),Typoraphy, Monotype Recorder, graphis,Desin a Architectural Revie psaly o zvanchproesnch tmatech. grat desini se snailikontrolovat, koordinovat a plnovat pracovnpostupy, co jim umonil vvoj novch technoloi

a pracovnch nstroj. Co se te technickchpodmnek a kontroly pracovnch postup a doda-vatel, rat desini se snaili aplikovat stejn

postupy jako architekti a prmyslov desiPi pohledu na prvnch est sel pelomovperiodika Designers in Britain (1947196

je vvoj odborn zpsobilosti tvrc naprozejm. Tato obshl pehldka nejlepch len Society o Industrial Artists byla vjimhlavn dky i zbru, protoe se vnovalaodvtvm desinu. Objekty a projekty, kterpedstavuje, jsou ascinujc. Desin odr

ve spolenosti rok 1964 byl vyhlen Nrokem produktivity. Na poadu dne se ocitvt vkonnosti, lep produkce, materilnsperity a naplnn americkho snu. Desnapomoci produkci lepch vrobk, zbohvrobc a navnadn zkaznk k vy spoa vtmu utrcen.V tomto zajmavm a prosperujcm obdobpedstavme mlad, slibn a neortodoxn brack desinry pipraven plnit rozmasvch zkaznk, kte si jsou vak zrovevdomi, co jejich prce me zpsobit. Nz nich se u tehdy zabvali rol desinu ve nosti a otroctvm, kter s sebou pinej

trendy desini jsou sp motivovni mne vlastnm pesvdenm, a podkopvazklady a principy designu dvactho sto(Spencer H., The responsibilities o the de

proession, Penrose 57, str. 21, 1964.)Z toho vyplv, e mylenky obsaen v MKena Garlanda z roku 1964 byly u ve vza pouze ekaly na charismatickou osobnoormtu, kter by je nahlas ormulovala. Nepln bn, aby se tmata spojen s radesinem dostala na strnky seriznch pegarlandv maniest First Things First byl vnatolik aktuln, e se jm ve svm sloupkuGuardian 24. ledna 1964 zabval Anthonyood Benn, a otiskl jej tak SIAD Journal (K., First Thins First maniesto, SIA Journastr. 23, London: SIA, 1964).Bylo by zajmav zjistit, jestli varovn zdviprst maniestu alespo trochu ovlivnil zps

tvorby souasnch rackch desinr. sm Ken garland jednou ekl, e maniesThings First ml z dlouhodobho hlediskmln inek navzdory boui, kterou ve sv

vyvolal. (garland K., Ken Garland & Assostr. 3, 1982.) Nen to vak nakonec pro maobvykl?[peklad: Linda Kudrnovsk]

Ken Garland as born in 1929 and in early 1950s studied desin at Central School o Arts and CIn 1956 he became art director o Desin maazine and in 1962 established his on consultancy garland & Associates. He has been alays outspoken about his political vies and as as a mema socialist Labour Party, amonst others heavily involved in campainin aainst nuclear disarm

His clients involved also James galt Toys (or hich he developed childrens ame Connect), Rature, Brick company, Arts Council and many more. Apart rom runnin his desin practice, garlaound time to disseminate ideas throuh publishin o many books and articles on the subject.

Ken Garland (1929) studoval na zatku padestch let desin v Central School o Arts and Cra1956 se stal art directorem asopisu Desin a v roce 1962 zaloil vlastn aenturu Ken garland &ciates. Nikdy se netajil svmi politickmi nzory byl lenem socialistick Labour Party a spoles ostatnmi se vrazn anaoval v kampanch za jadern odzbrojen. Mezi jeho klienty pat spolJames galt Toys (pro tu vyvinul dtskou hru Connect), Race Furniture, Brick, Arts Council a adaKrom rackho desinu se garland vnuje psan a en svch mylenek prostednictvm puba odbornch lnk.

ble thanks to ne tools and techniques; raphic desiners

ere tryin to adopt similar approaches as architects andindustrial desiners in terms o specication and controlover the process and contractors.when lookin at the rst 6 numbers o the milestonepublication Designers in Britain (rom 1947 to 1964) onecan denitely see the development in proessional practice.This comprehensive revie o the best ork o the Societyo Industrial Artists members as unique in its coveraeo every branch o desin. Its objects and projects areascinatin. Desin as in tune ith hat as happenin insociety: year 1964 as declared as the National Productiv-ity Year, ith visions o better output, better productivity,material prosperity and American dreams comin truebein hih on aenda. Desin as supposed to help et-tin better products, ettin oners richer and infuencinpeople to consume more and spend more.

Into this interestin and fourishin environment e have toposition youn, promisin and unorthodox British desin-ers, eaer to please their customers yet also aare o thedirection here this hole exercise could lead. Some othem pointed out issues about the role o desin and dis-cussed hat slavery ashion could brin: Desiners aremotivated by ashion rather than conviction and they arerapidly underminin the basis and principles o tentieth-century desin. (H. Spencer, The responsibilities o thedesin proession, Penrose 57, 1964, p. 21)So the ideas expressed in Ken garlands Maniesto rom1964 ere denitely around aitin or a charismatic per-son such as him to voice them aloud. It is not very commonthat desin issues ould make onto the paes o a seriousnespaper. garlands First thins rst as so hot that itran in Anthony wedeood Benns Guardian column on

24 January 1964 and as also published in SIA Journal(garland, Ken, First thins rst maniesto, SIA Journal, No134 (London: SIA, April 1964) pp 23).But despite o all that eorts it ould be interestin tosee i maniestos preachin chaned anythin in the aydesin is practised today. Even Ken garland himsel saidthat First Thins First doesnt appear to have had mucheect in spite o the stir it caused at the time (Ken garland,Ken Garland & Associates, 1982, p. 3). But is this really sounusual or maniestos?

pozad vznku Manstu 1964

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TYpo.hisTorY

Maniest pevn americkch grackchdesignr Njdv to havn, zorganizovanRickem Poynorem, lze mon nejsnadnjipochopit jako vraz problm proesn skupi-ny, kter netrp nezamstnanost, kter povslun spoleensk prestie, jej slubypat k nejlpe placenm a jej lenov,tm, e se zbavili existennch problm, jsoupostieni problmy existencilnmi. Celkovpsob maniest dojmem vzdech skupinypesycench, prosperujcch, politicky korekt-nch proesionl.Autoi maniestu, aby dodali vhy svmu

legitimnmu poadavku, e jejich talent byml bt pouvn i v jinch ne reklamnchsouvislostech a k jinm ne ke komernmelm, naznauj, e jejich prce v komer-nch souvislostech je v podstat nesmysln,protoe zpadn spolenost vyrb spoustyvc pinejmenm nepodstatnch (rozumjnepotebnch). Ovem z kritria, kter pisa-tel sami pouvaj pro rozlien podstatncha potebnch od nepodstatnch a nepoteb-nch vc, vbec dn zvr, e komernspolenost vyrb nepotebn vci, neplyne.Prv naopak.Nepotebnmi vcmi rozum pisatel to,co vichni kritikov nepotebnch vcvdycky pod tmto pojmem rozumli toti

vci, kter oni sami nepotebuj, co jsouv ppad autor textu vci jako ps suchary,znakov kva, krmy proti celulitid apod.Potebnmi a uitenmi vcmi mysl pisatelnaopak to, co prosazovatel potebnchvc vdy tmto slovem rozumli toti tyvci, kter sami povauj za nanejv po-tebn a uiten, v naem ppad kvalitngrack pravy knih, asopis, vzdlvacchprogram, inormanch projekt apod. (srov.hrzn dobromysln esk text obhajujcpodobn mylenky, brourku Karla Honzkaz roku 1946 nazvanou Necessismus, anebmylenka rozumn spoteby).Hlavn problm takovho postoje je, e neje-nom grat designi, ale kad spoleensk

skupina, a u uren proesn, kulturn,vkov, nboensky i jinak, povauje zato hlavn nco, co je soust specickhosvta on skupiny a co je vtinou bu lhos-tejn, nebo tak nepijateln pslunkmjinch skupin. Takovch rznch skupin lzeurit napotat stovky, a uvnit tchto skupinm pravdpodobn kad jej len trochujin nzor na to, co vlastn to hlavn opravduje. Autoi maniestu maj za to, e rozdl mezi

eektivnm tuidlem na vlasy na jedn stran,a kultivovanou grackou pravou knihy nastran druh, spov v tom, e to prvn jenedleit jako takov, zatmco to druh jejako takov dleit. To, e by se vtinaz ns, kte se v t i on podob zabvmedesignem, asi shodla na tom, e hodnotakultivovan knin pravy je vy ne hodnotaeektivnho tuidla na vlasy, je pro posouzenuitenosti obou vc naprosto nepodstatn.V krizov situaci, kdy jde o ivot, se lze bezobou vc dobe obejt, ale v dob nekrizov a komern spolenost je spolenost doby

nekrizov pispvaj ob vci i kdy vti-nou rznm uivatelm k vy kvalit jejichivota.Jestlie kad spoleensk skupina povaujeza hlavn nco, co je soust specickhosvta on skupiny a co je lhostejn i pmonepijateln pro jin skupiny, potom lzekomern spolenost v mnohm povaovatza uniktn een radiklnho konfiktu zjm.Typ spolenosti, kterou autoi maniestuv podstat odmtaj jako dysunkn, veskutenosti nabz to hlavn ne pouze jednz tchto skupin, ale kad skupin, jej hlasse dostane na trh, navzdory tomu, e jednot-liv skupiny nemaj nejmen anci se kdydohodnout na tom, co to hlavn vlastn je.

e pisatel maniestu nepovaovali za nutnztratit ani jedno pozitivn slovo o tom, ehokomern spolenost za dobu sv existencedoshla, svd stejn jasn o mylenkovplytkosti tohoto maniestu jako skutenost, ese pisatel ani slovem nezmiuj o vsledcch,jakch doshly ony spolenosti 20. stolet, je-jich jedinm smyslem existence bylo vytvoitalternativu ke komern kapitalistick spole-nosti, tehdy tak jako dnes obviovan z toho,e produkuje neuiten vci. Nemyslm zdepomrn spn rovnostsk spolenostidobrovolnk, jakmi byly nap. kibucy, ale sa-mozejm komunistick spolenosti nedvnminulosti, kter drely (a nkde doposud dr)sv obany proti jejich vli uvnit tchto spole-

enskch alternativ, a jejich obyvatel svhoasu tali okolo jedn tetiny lidstva. Nechcipirozen tvrdit, e kad kritika komernspolenosti m bt odmtnuta poukazem naasko komunistickch antikomernch alter-nativ. Domnvm se ale, e odmtav kritikakomern spolenosti, kter se neobtujenaznait sv stanovisko ani k vsledkmspolenost zaloench na mylenkch poli-tick a ekonomick svobody, ani k existenci,

natopak k vsledkm spolenost, kter seve jmnu alternativy ke kapitalismu pokusilyvtinu politickch a ekonomickch svobodzruit, nezasluhuje, aby byla brna vn,protoe zstv na rovni vzdech vzdechpesycench.Je sotva mono pochybovat o tom, e vysokrove grackho designu v zpadn spole-nosti je unkc prv spolenosti obchodu.Je rovn zejm, e dn jin spolenostv dosavadn historii nepinesla tak vysokmupotu lid tak vysokou ivotn rove jakospolenost trn. Pouze v zpadn spole-

nosti se to, co jinde bylo a zstalo vhradoua luxusem vyhrazenm mocnm a bohatm,stalo postupn vlastnictvm irokch vrstevobyvatelstva. Komern, trn spolenostumonila v me do t doby nevdan, abystle vc lid mohlo to hlavn denovat podlesvho. Zpadn systm ekonomickho rstuposkytl nejvt nann zisky tm inovto-rm, kte zlepili ivotn styl a ivotn rovevelkho potu mn bohatch, nikoliv malhopotu velmi bohatch. A je mono se domn-vat, e globln kapitalismus, navzdory svmutvoivmu nien, pinese vysokou ivotnrove i lidem mimo zpadn svt.Je pravda, e trn spolenost nen a nikdynebude ideln spolenost. Autoi a signati

maniestu nejsou jedin, kterm mnoho jevkomern spolenosti leze na nervy a ktemnoh z nich shledvaj politovnhodnmi.Problm je ale v tom, e bude-li kad prosa-zovat pouze to hlavn, jestlie kad budedat svt it na svou mru a zrove, takjako autoi maniestu, odmtat systm, kterdovoluje, aby vc ne jedna skupina mohlaprosazovat vci, kter povauje za dleit,vyvstv reln nebezpe, e si nakonecpodeeme vtev, na kter vichni sedme.Je bezpodmnen teba, abychom byli s tov hlav udret ne pouze jednu, ale hned dvmylenky zrove: nejde jenom o to prosazo-vat to, co chceme, jde zrove o zachovnpolitickho a ekonomickho rmce, kter

dovoluje, aby jak my sami, tak i jin mohlisledovat sv vlastn zjmy a prosazovat to, copovauj za to hlavn. Existence takovhormce je podle veho hlavnm pramenema jedinou zrukou na prosperity.Zde spov elementrn krtkozrakosttohoto rdoby dalekozrakho maniestu: jehopisatel zejm nechpou, e jejich nejdvto hlavn ve skutenosti znamen nejdv tonae. To chce ovem kad.

TexT.janmichl

nejdv to hlAvn neBo nejdv to nAe?Zamylen nad maniestem pesycench proesionl

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The maniesto o mostly American graphic de-signers, art directors and visual communicatorsFirst things rst 2000 organised by Rick Poynoris possibly best approached as a maniestationo problems experienced by a proession whichdoes not suer rom unemployment, which enjoysconsiderable social prestige, whose services areamong the best paid and whose members, havinglong ago solved their survival problems, are visitedwith existential ones. As a whole the design mani-esto gives the impression o a private grievanceo a group o sated, prosperous, and politicallycorrect proessionals.The signatories do advance a legitimate request:

they wish that their talent be employed also or

other than marketing purposes and in other thancommercial circumstances. No problem with that.However, in order to back up this demand, theyintimate that their work in commercial contextsis largely devoid o meaning, since the Westerncommerce-based society keeps producing things

that are inessential at best (read useless), andthat the proessions time and energy is used upmanuacturing demand or all these inessential-at-best products. Unortunately, the signatoriesown criterion or distinguishing things essential,important and necessary rom things inessential,redundant and useless hardly lends any support to

their surmise, that the Western commercial societyis bent on producing inessential things. In act, itsuggests the very opposite.Just as all critics o inessential things beore

them, the signatories take the criterion o inessen-

tiality to be what they themselves have no use or.And they have no use or things such as dog bis-cuits, designer coee, butt toners or hair gels. On

the other hand, by essential things the signatoriesunderstand what all critics beore them always un-derstood as essential, i.e. things highly importantin their own eyes. Unsurprisingly, examples o suchall-important things are books, magazines, exhibi-

tions, educational tools, television programs, lms,charitable causes, and cultural interventions andsocial marketing campaigns (whatever that means).Their rst-things-rst philosophy o design is, by

the way, very similar to a righteningly well-mean-ing essay written in 1946 by a Czech unctionalistarchitect, Karel Honzk, and called Necessismusaneb mylenka rozumn spoteby (Necessism: thenotion o reasonable consumption).The key problem o the rst-things-rst philosophylies in the act that not only graphic designers, but

pretty much every social group, whether denedby proession, culture, age, religion, or otherwise,has its own notion o rst things. These rst thingsnecessarily belong to the specic world o theparticular group, while members o other groups

view them either indierently or in a hostile manner.There are certainly hundreds o such groups, andinside those groups each o their members hasprobably somewhat dierent opinion as to what

those rst things are. The signatories o the mani-

esto appear to believe that the dierence betweenan ecient hair gel on one hand and a renedbook layout on the other resides in the inessential-ity o the ormer, in contrast to the essentiality, orrstness, o the latter. However, the act that mosto us design people would agree that the value oa good book design is higher than that o a goodhair gel has no bearing whatsoever on the questiono importance, useulness, relevance, essentialityor rstness o either o them. In extreme circum-stances, when ones lie is at stake, one has no useor either o the two things. But under normal cir-cumstances (and commercial societies are by theirnature peace-time societies), both books and hairgels, educational tools and butt toners, exhibitions

and dog biscuits contribute in their dierent waysto a better quality o a users lie.I rst things o each social group are widely di-erent, and oten in collision, then the commercialramework may be viewed as a unique solution to

the problem o conficting priorities. The type osociety implicitly rejected as basically dysunctionalby the signatories, in act oers not only one group,but each group that manages to be heard in themarket place, to pursue its own rst things despite

the act that these groups would never ever cometo a mutual agreement about what to consider therst things.Typically, there is not one word in the maniestoabout the accomplishments o the Western com-mercial societies. And, o course, not a word about

those societies o the 20th century, whose onlyraison dtre was to erect an alternative to the com-

mercial, capitalist societies, then as now accusedo producing unnecessary things. Here I am notreerring to the relatively successul attempts oindividuals to orm voluntary egalitarian societies,such as the kibbutz movement, but to the com-munist regimes o not-so-distant history, in whicha single group monopolized the right to dene

the essential. These alternative societies were nominor experiments: at their apogee the regimesheld around one third o the mankind involuntarilylocked within their barbed wire borders and someo them still do. This is not to say that all critique o

the present commercial societies is to be silencedby always pointing to the asco o the anti-commer-cial, communist alternatives. I do think, however,

that rejecting the Western commercial ramework(which is the message o the maniesto) whilecompletely ignoring both the accomplishmentso western capitalist societies based on political

and economic reedoms, and the outcome o thealternative communist societies that program-matically abolished these reedoms, is ludicrouslyinadequate. It is an intellectual equivalent o sighso the sated.There is no doubt that the high quality and sophis-

tication o graphic design in the Western society isa unction o a commerce-based society. Histori-cally, only the societies based on economic andpolitical reedom have made possible a growing

standard o living to the majority o its members.Luxuries, earlier available only to the rich andpowerul, became increasingly accessible to broadmasses only in the Western societies. It is a act

that commercial societies have permitted a growingnumber o its members to dene their own preer-ences, i.e. to decide or themselves what the rst

things are. Not surprisingly, the Western systemo economic growth has brought greatest prots

to those innovators who improved the standard oliving o many less rich, rather than o a ew abu-lously wealthy. And we may assume that the globalcapitalism, in spite o the upheavals o its creativedestruction, will improve the living standards o

those who live outside the wealthy Western world.

True, a ree-market society does not make, andwill never make, or an ideal society. The signa-

tories o the maniesto are not alone in ndingmany eatures o the consumer society personallyregrettable, and I or one would join them in thecomplaints. But their rst-things-rst philosophy isnave at best. The problem is that i every group will

try to tailor the world to the rst things o its own,while rejecting, as the signatories apparently do,

the ramework which permits more than one groupto advance their own things, we would be cuttingo the very branch we all are sitting on. It is impera

tive to have not just one, but two objectives: to goahead and advance our own rst things, and, at

the same time, to care to preserve and deend thepolitical and economic ramework which permitsother people to pursue their own rst things. Theexistence o this ramework seems to be both the

ultimate source, and the only guarantee, o ourprosperity.Here is the reason or the strange parochialism o

this international maniesto: its signatories appar-ently ail to understand that in saying rst thingsrst they really say our things rst. Thats notenough. Every group wants that.

Frst thngs frst or OUR thng frst?On a parochial maniesto by sated proessionals

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nejasn pravidla politick reklamy

Leton volebn kampa do eskho parlamentuje pkladem jednoho z hlavnch kol propagangraky, kterm nen jen it a propagovat kvalitna krsn, nbr mnohdy tak zakrvat oklivosti slabost, przdnotu obsahu i absenci kvality. elbohu je zrove pesn tm kolem spadajcm

pod irok pojem reklama, kter je pmoodvozen od slovesa klamat: klamn dvivhoobyvatelstva pat toti mezi nejoblbenjtaktiky politickch stran. Meme pemlet, coautory kampan vede k nekonenmu opakovnusmvavch hlav jednotlivch kandidt,

populrnch zpvk i fotbalist; tolik plytkmu,podbzivmu a bezobsanmu projevu, jak nems dokazovnm stranickch kvalit nic spolenho,abychom si nsledn uvdomili clen tohotoveho pedevm na nerozhodnut volie a lidi bez

pevnho nzorovho zkladu, pro n pedvolebnsliby jsou rajskou hudbou, zjednoduenmlohy parlamentu i jin instituce na prost mdti dal. Zkusme se ale oprostit od politickch

soud, je nm nepslu, a zamit se radji navtvarn aspekty stranick prezentace, pedn na

grack rz vyjdenho politickho smlen.

TexT.marTinpecinaTYpo.phenomenon

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This years election campain ives a ood exam-ple o one o the applications o desin or adver-

tisement, hose task is not only to promote theood and the beautiul, but oten to cover up theuly and the eak and to obscure the emptinesso content and the absence o quality. Alas, as-sinin the advertisement proessionals to delude

the trustin public counts amon the most populartechniques utilised by all political parties. we mayonder hat leads the authors o political cam-pains to endless repetition o smilin aces o thecandidates, popular siners or ootball players: asmuch to the shallo, obtrusive and empty displayhich has nothin to do ith provin the qualitieso a iven party. we should clearly make out the

taretin o this all on the undecided constituentsand people ho do not hold a stron political

opinion, to hom the pre-election promises soundlike a music rom heavens. To them, the role o theparliament is trivialised to a simple task o ivinand takin. Hoever, lets try to rid ourselves opolitical judement, concentratin on the artisticaspects o the parties presentation, especially ondesin o the expressed political opinion.

The way o prosperity and social securityOnce aain in our years, the Czech Social Demo-crats (SSD) beun thinkin about ormin a ne

overnment, and the closer the election dshorter they ere drain behind their leacompetitor, the Civic Democrats (ODS). ThSocial Democrats decided to mobilise all tstrenth in an aressive election campai

the desiners point o vie interestin orreasons. But lets take it one by one.The ocial part o the campain as not re

special in any ay, not surpassin the bou

o party members portraits. The aoremen

aression comes throuh only in the fash

ane colour, dominant both on outdoor bil

and in printed materials. Compared to the

this is a distinct chane, and it is clear that

vertisin aency recommended stron colo

help the party stand out. Also, the amount

advertisin space seems to be (rom the au

personal impression) rather reat. Hoeveorane colour is not supported by the rem

elements o the party desin (the loo is re

blue), so its use does not seem to be justi

miht or miht not have been intentional, b

symbolises the radual inclination o Socia

crats toards the communists and their pr

The choice o colour also brins some neand unnecessary eects. Its stronest nepact shines in the presentation o the candhere it drons the colour o the complex

cestou prosperity a socilnch jistot

esk strana sociln demokratick zaala opt potyech letech pomlet na sestaven vldy, a protoe m

vce se blil termn vhozen hlasovacho lstku do urny,tm vc se smazval nskok nejvtho konkurenta, pravi-cov ODS, rozhodli se sociln demokrat zmobilizovatveker sly a vloit je do agresivn volebn kampan, pron obor zajmav hned z nkolika dvod. Ale postupn:Ofciln st kampan vlastn nen nim vjimen, nevy-bouje z rmce vymezenho stranickmi portrty a zmn-n agrese se projevuje pouze kiklavou oranovou barvoudominujc grafce venkovnch pouta i tiskovin. Oprotidvjku je to ovem razantn zmna a reklamn agentura

jist doporuila vraznou barevnost, aby byla strana conejvce vidt. Tak poet zaplacench reklamnch plochse mi subjektivn zd znan. Oranov ale nem oporuv dnm dalm typickm grafckm prvku strany (logo

je erveno-zeleno-modr), take jej uit na m nepsobopodstatnn. Mon zmrn a mon dlem nhody

symbolizuje postupn rudnut socilnch demokrata jejich pklon ke komunistm a jejich praktikm.Barevnost s sebou pin i nkter negativn a zbyten

jevy. Nejvce se nevhodn vybran barevnost projevujev prezentaci kandidt, kde pehluuje pleovou barvu,take nkte politici zejmna Bohuslav Sobotka vypa-daj dosti mdle a neivotn. Na vybranch tiskovinch

jsou vedle sebe hned dva nebo ti kandidti, ovemzjevn vyocen za odlinch svtelnch podmnek, copovauji za amatrskou chybu, kterou je mono aspo

UNCLEAR RULES OF POLITICAL ADVERTISEMENT

Dlouhotrvajc volebn kampa dv obanm dostatek prostoru k vyjden toho, co si o o kandidtovi, stran i politick scn mysl.Nkde mezi vandalismem a pokusy sdlit vlastn nzor lze nkdy vypozorovat cosi jako krtk zblesk nlady ve spolenostiThe long election campaign gives enough space to citizens or expressing what they think about a candidate, a political party or the political stageas a whole. Somewhere between vandalism and attempts at communicating ones own opinion, it is sometimes possible to get a kind o brieglimpse o the sentiment in the society

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TYpo.phenomenon

Zatek devadestch let se vrac! Volebnproramy SSD jako by zaspaly dobu. Krom oklivsazby si zaslou zvenou pozornost zejmnailustran obrzky pekraujc hranici ke a nevkusu.

The year 1990 revisited! Election programmes othe SSD appear to be behind the times. Besidesthe setting ugly typesetting, it is especially theillustrating pictures, which deserve specialattention, exceeding the limits o kitsch and badtaste.

Budeme pracovat pro vs. Odvn, enericky, lidsky.A j jen dodvm, e vichni si ze srdce pejeme, abysiln slova pela v iny.We will be working or you. Courageously,energetically, humanly. Well, I only add, that we,in our turn, wish the strong words turn into deeds.

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eect, some politicians aces (namely BohuslavSobotkas) appear pale and lieless. Selected

printed materials eature to or three candidatesin a ro, each photoraphed in dierent lihtconditions. This is a beinner mistake, easily elimi-nated in a suitable sotare application.In eneral, the layout o printed materials is poor,but orst o all is the party proram. To versionso the proram ere available or donload on

the party ebsite; the larer one is rich in old-ishimaes rom an imae bank (my uess is that

they date to the beinnin o the 1990s), so thatthe readers eye relishes in a number o oriinalmotis, or example happy amily, top manaersmeetin, a drop o ater hittin a ater surace(!), or embodied creative invention a collaeconsistin o clocks, charts, and some tables.Second, short version o the proram carrieson the orane spirit, but it introduces some neelements photoraphs embedded in circles,archaic briht coloured icons, each symbolisin

a certain part o the proram. Hoever, the moststrikin is the prorams careless typesettin ithuly ord spacin and annoyin combination o

the old Times Ne Roman/Helvetica pair, onlypinpointin the insipid, unimainative eel o thehole campain.The Social Democrats billboards attack theconstituents ith Security and Prosperity, a sloanas inormative as Vclav Havels leendary Truthand Love. Fe abstract ords, a sloan suitablepretty much or any party, not imposin on it theneed to explain the ay it intends to use to reach

these oals to the constituent. It is set in uppercase, possibly to let this noble oal strike ith yetmore speed, strenth and insistence, to let shine

the total honesty ith hich it as pronounced.The latter part o the campain seemed to brinon a catharsis the party leaders took o their

ties, they undid the top buttons o their shirts andthey came ith another sloan we ill ork oryou, complemented ith the text with Bravery,with Enery, with Care. It is orth mentionin that

this is a ord-by-ord translation o the Kratvoll.Muti. Menschlich. sloan, used by the head ogerman Social Democrats gerhard Schrder inhis last years campain. The inspiration takenrom our neihbours ully shone in the secondhal o the campain, at rst unocial, albeit moreprovocative.

The raised nger tacticswhen Schrders party beun to ear an e

ailure, their marketin advisors came up a neative campain Merkel-Minus, in hitried to smear the competin CDU and itsAnela Merkel. They selected several sociclasses that ere supposedly hurt by the preorms, and produced a series o postersprecise nancial amounts hich people supposedly lose each year due to the planreorms.The Civic Democrats adopted this systemin it by 180 derees. They came up ith tplus proram, a system promotin the beno the ne tax system, hich brins BeneEveryone. I the Merkel-Minus posters depamilies ith children, pensioners or nurseCivic Democrats billboards eature... amichildren, pensioners, and nurses. As a bonadded a small trader and a reman, thus s

their on, oriinal creativity. All press mat

eature the sloan Folloin the Blue Pathether accompanied by the mark o a blue

trail, hich symbolises the only, that is, thedirection o the Czech Republic. Hoever

they adopted the modied german campthe Civic Democrats did not suspect that tpreparin the round or the Social Demo(backed by german experts), enablin thescore in the nals.Month and hal beore the election, blue pand billboards appeared, seeminly posteCivic Democrats. Someone accustomed toin desin immediately suspected that somhas one ron, because ormal elementsas colour and typeace didnt aree ith thremainin Civic Democrats materials. Hoa common citizen must have been bafedshocked. Instead o the promised benets

learned that the Civic Democrats ould intuniversity ees, scratch ree health care, cutaxes o the rich, etc. The arro pointin toriht as replaced by an arro pointin doards, to the abyss o poverty and hellish The composition is dominated by the alarman o ODS Minus. The hole anti-campao course, produced by the Social Democ

they promptly admitted it in the media. Thcontextual and ormal reerences to the Ocampain, it seemed more itty than in g

zsti eliminovat dodatenm sladnm barevnosti v p-slunm sotwaru.

Obecn je grack prava tiskovin velmi slab, ale zdale-ka nejhe je zpracovn volebn program strany. Dv ver-ze programu nabdla SSD ke staen na svch webovchstrnkch. Ve velk verzi jsme konrontovni se zastara-lmi obrzky z otobanky odhaduji vznik vtiny z nichna potek devadestch let , meme se tedy pi tentit z originlnch motiv typu kompas, vesel rodinka,schze vrcholnch manaer, kapka dopadajc na vodnhladinu (opravdu!) anebo vrchol tvrho ducha oto-mont kombinujc hodiny, gra a njak tabulkov da-

je. Druh, zkrcen volebn program je u cel v duchuoranov kampan, ale pin nov prvky do kruhuvsazen otograe, archaick barevn ikony symbolizujcvdy njakou tematickou st programu, a pedevmledabylou sazbu s oklivmi mezislovnmi mezeramia neoriginln, doslova otravnou kombinac psem Times

New Roman a Helvetica, kter jen posiluje celkov dnvyznn kampan bez npadu.Na billboardech ns sociln demokracie atakuje heslem

Jistoty a prosperita s asi stejnou vypovdac hodnotou,jakou m ji legendrn Havlova pravda a lska. Abstrakt-n kus textu, slogan, kter me pout opravdu jakkolivstrana, ani by se volii musela zpovdat, jakm zpso-bem chce tchto jistot doshnout, vyszen verzlkami,teba aby ten ulechtil zmr pronikl jet rychleji,draznji a nalhavji k obyvatelstvu, aby byla zjevnabsolutn upmnost, s jakou byl vysloven. V pozdjsti kampan pilo zdnliv uvolnn, volebn ldisundali kravaty, koile nedopnuli a ke krku a vythlidal heslo Budeme pracovat pro Vs doplnno text Odvn, energicky, lidsky. Stoj za upozornn,e se jedn o doslovn peklad sloganu Kraftvoll. Mutig.

Menschlich, kter uil ve sv losk kampani GerhardSchrder, pedseda nmeckch socilnch demokrat(SPD). Inspirace nmeckou stranou se vak naplno pro-

jevila a v druh sti kampan SSD. Zprvu neociln,ale o to vce provokativn.

taktika zdvienho prstu

Kdy se toti zaala Schrderova strana obvat ne-spchu ve volbch, vymysleli marketingov odborncinegativn kampa Merkel-Minus, v n se snaili popinit

SSD vyrazila do ulic se tvavou kampan.Tvrdost a nevybravost se pomalu stvnedlnou soust politick reklamy.SSD has set out or the streets with aninciting campaign. Ruthlessness andindiscrimination is slowly becoming parto political promotion.

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TYpo.phenomenon

Neativn kampa reisra Filipa Rene napropaanm letku Spolen proti KSSSD.A negative campaign o lm director Filip Ren ona promotion leafet together against KSSSD

Tko ct, jestli vypotav obrzek, nucen smva vyblen zuby pedsedy ODS jsou k smchu, nebospe k pli. Ale voli si to jist pebere sm.It is hard to tell, whether the calculating picture,the orced smile or the whitened teeth o the ODSchairperson are more laughing stock or bring tearsto your eyes. But the voter will certainly decide orhimsel.

Volebn proram ODS doplc na typorackounejednotu a nedostatek velkorysosti v prci s prostoremstrnky.The ODS election programme is paying the priceor lack o typographical unity and insucientgenerousness in working with the space o a page.

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konkurenn CDU s Angelou Merkelovou v ele. Vyti-povali nkolik socilnch vrstev, kterm zdnliv ukodplnovan reormy, a vytvoili sri plakt s konkrtnminannmi stkami, o jak lid v souvislosti s monmizmnami (ron) pijdou.Obansk demokratick strana vzala letos tento systm

za svj, jen otoila vyznn o 180 stup, kdy vytvoilaprogram ODS plus, systm vhod novho daovhosystmu, kter Pin vhody pro kadho. Jestlie naplaktech Merkel-Minus byla zobrazena rodina s dtmi,dchodci i zdravotn sestra, obant demokrat maj naplaktech chvilka napt rodinu s dtmi, dchodce,zdravotn sestru. Nvdavkem jet ivnostnka a hasiecoby nesporn dkaz vlastn invence. Vechny propa-gan tiskoviny pak provz heslo Po modr spolen,doplnn modrou turistickou ipkou (symbolizujc ten

jedin sprvn smr, kterm se m budoucnost eskrepubliky ubrat doprava). Jene ve chvli, kdy pejalimodikovanou nmeckou kampa, netuili, e nahrvajSSD s nmeckmi odbornky v zdech na sme.Msc a pl ped volbami se toti v ulicch objevily modrplakty a billboardy zdnliv vylepen ODS. Oko

lovka z oblasti grackho designu hned pochopilo, enco nen v podku, kdy se ormln prvky jako barvaa pouit psmo neshodovaly s ostatnmi tiskovinami,ale normln oban byl jist zmaten a okovn, protoenamsto slibovanch klad se dozvdl, e ODS dajnzavede koln, zru bezplatn zdravotnictv, sn dannejbohatm apod. ipku smujc doprava nahradilaipka otoen smrem dol, do propasti chudoby a pe-kelnho vykoisovn. Kompozici vvod alarmujc textODS mnus. Cel tato antikampa byla vytvoena piro-zen sociln demokraci, sama se k n obratem v mdichpiznala. Dky obsahovm i grackm narkm na ODSplus dostala najednou vtipnj podtext ne v Nmecku,stala se pmou negac snah konkurenn strany.Pirozen s sebou pinesla vlnu kontroverze, protoe roz-dlila spolenost na lidi vystraen proradnm usurptor-

stvm pravicov strany, kter hodl ohrozit vybudovansociln jistoty, a na ty, jim se protiv pomlouvan akce,ukazovn prstem a zvistiv oerovn protivnka iosoby, ji mme v nemilosti. Hesla kampan ODS mnusbyla zeteln bu vytren z kontextu irho (nejen eko-nomickho) rmce, nebo pmo nepodloenm vmys-lem vytvoenm za elem zastraovn voli. Nemohuse zbavit staromdnho pocitu, e v reklamn kampani bymly bt vyzdvihovny nae kvality, nikoliv nedostatkyprotivnka, tebas prokazateln. Kdyby si nco podob-

directly neatin the eort o their competitor.Naturally, it brouht alon a ave o controversy,because it divided the society in to on oneside, people rihtened by the treacherous aimino a rihtist party hich intends to jeopardize

the hard-build social securities, and on the otherside, people disusted by insinuatin campains,

ner-pointin and envious deamation o onesenemy. The sloans o the ODS Minus campainlacked broader (not only economical) context, or

they ere even ctional, devised solely or the pur-pose o rihtenin the public. I cannot rid myselo the old ashioned eelin that an advertisementcampain should hihliht our qualities, not

the opponents drabacks, hoever real theyare. I a serious business dared to come up ithsomethin like this, it ould immediately ace theaccusation o unair competition.But neither the riht in ODS may serve as anexample o riht and honour. It commissioned

the lm director Filip Ren to produce election TVspots shoin the monstrosity, bureaucracy andcriminal character o letist overnment, hich,due to its open inclination toards the Com-munists, earned a nickname o KSSSD (mix o

initials o the Czech Social Democrats and ormerCzechoslovak Communist Party). Three one-and-hal minutes lon spots eature darin IndianaJones look-alike ho rst succeeds to fee the so-cialist cave olloin the blue trail, then he suers

throuh a trauma at the inland revenue, and nally,he cleans the cabinet.

Mild conusionSpeakin o the interconnectedness o ODS Plusand its german model, lets have a closer look at

the desin o outdoor advertisement and smallerprinted materials o the party. we must admit that

the desin o outdoor posters and billboards hascome out riht, it is clean and tasteul, and thecolours (blue and orane) harmonise ell itheach other.In the promotional materials, sloan and key ino

is set in dynamic sans seri John Sans, desinedin Storm Type Foundry by Frantiek torm. JohnSans is a charminly beautiul, ell leible andoriinal Czech typeace, inspired by EnlishBaroque Old Style by John Baskerville, rom hichit takes the best x-heiht, idth proportions ocharacters, and riendly sotness and vibration ostrokes, so ell suited or a party ith a humanace, so open toards its constituents. Maybeonly the slits in liatures (especially in and t) area bit too stron, and in poster-size, they are a little

disturbin. Nevertheless, sans-seri Baskincreasin popularity is justied, and it is bin somethin o a national typeace it aused in the innin loo o the Czech RepThe style o the hole, perhaps surprisinsocially-oriented campain is ell compleby this typeace, and one must conratula

to this choice.This is hy it is a bit peculiar that apart ro

title pae, the proram o the party is set iSans. Not even the sloan on the inside ocover is set in the campain ace John SI I ere to select an additional text ace, I denitely o or some neutral ace that ocompete ith the ambitious typeace o Frtorm (even torm himsel says that speasans seri typeaces, there simply isnt onepass the oriinal gill, so he does not evencompete ith it). I do not understand the dat all. Paes contain much inormation, linin is rather tiht and the pae layout stretclose to the paper edes, hich does not leibility at all. Charts ive the air o beincheap. Hoever, other elements seem to a

the outside advertisement, so on the hol

desin is acceptable.

Red social politicsThe Communist Party o Bohemia and Mor

one o the e, hich did not build its cam

at aces o their election leaders. Instead, t

munists attempted to t all the crucial poin

their proram in the campain, that is, sup

youn amilies, education and housin ava

to all etc., in short, all the traditional theme

in parties. Ater all those business-like n

experts hich ere seen in the campains

parties, this as a elcome chane, and I

say that it partly ulls my idea o the direct

a political campain should take, bein e

or oerin a political proram to those co

ents ho do not eel like readin lenthy p

materials. Ater all, there is little space to s

those citizens ho ill be happy ith a reaselection o a e party priorities.

The motis may be divided into to roupscase o a neative vision (university ees, phealth care), the photoraphs are rather in black and hite. Positive motis, on thhand, are put across throuh ull colour, oimaes. In addition, each poster eatures tsloan we Have the Solution (in a certain messae board, one anxious voice eared

to be the nal solution). It is a pity that not

KSM nabdla svj politick proram. A mon to nebylo jen proto, e by si stranit ldi nepipadali dostaten pitaliv.KSM has presented its political programme. And perhaps it was not only due to the party leaders not eeling suciently attractive.

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nho jako sociln demokracie dovolila rma v komern

se, elila by okamit obvinn z nekal soute nebopokozovn dobrho jmna.Ale ani pravicov ODS nen tak pln vzorem prvaa estnosti. U reisra Filipa Rene si objednv volebnspoty, jejich jedinou obsahovou npln je ukzat zrd-nost, byrokracii a zloinnost levicov vldy, kter kvlisvm neskrvanm sympatim ke KSM dostala nelicho-tiv pzvisko KSSSD. Ve tech spotech o dlce pldruhminuty drsn sympak stylizovan do Indiana Jonesenejprve unikne po modr ze socialistick jeskyn, pakzaije trauma na nannm ad, a nakonec vyistad vldy.

mrn zmaten

Kdy u byla e o nvaznosti ODS plus na nmeckoupedlohu, zastavme se na chvli u proveden venkovnch

pouta a drobnch tiskovin strany. Je teba uznat, e postrnce graky jsou billboardy a plakty ve venkovnmprostoru vydaen, ist a vkusn zpracovan, modra oranov barva spolu dobe harmonuj.V propaganch materilech je zkladnm psmem proslogan a stejn textov inormace dynamick grotesk

John Sans ze Steovick psmolijny Frantika torma,uhraniv krsn, dobe iteln a originln esk psmoinspirovan anglickou barokn antikvou Johna Basker-villa, z n si bere to nejlep vku minusek, kovou

proporci znak a ptelskou mkkost a vibraci kresby,

jak se vten hod pro stranu s lidskou tv, vst cnouk volim. Snad jen zezy v mstech, kde vznikaj optickslitky, jsou a pli vrazn a samoeln (zejmnau minusek a t), v plaktov velikosti u trochu ru. Nic-mn Baskerville bez seri si v posledn dob prvemzskv znanou oblibu, a tak u se z nj stv cosi jakonrodn psmo. (Ostatn bylo uito ve vtznm loguesk republiky.) K celkovmu stylu pekvapiv socilnladn kampan je ovem psmo vybrno opravdu dobea v tomhle ohledu nen ODS co vytknout.Proto je pinejmenm zarejc, e krom tituln strnkypouv ODS ve volebnm programu strany najednou GillSans. Dokonce ani slogan na vnitnch strnkch u na-

jednou nen vyszen kampaovm psmem John Sans.Kdy u bych chtl vybrat doplkov psmo pro obyejntexty, urit bych volil njak neutrln ont, kter by se

nesnail konkurovat ambiciznmu ontu tormovu (oGillu navc sm torm pe, e pokud jde o bezpatkovpsma, nic krsnjho ne pvodn Gill jednoduenen, a nehodl se s nm tedy srovnvat), takto mi topipad jako naprosto nepochopiteln krok. Inormac

je na strnce hodn, dkov proklad je pomrn tsna sazebn obrazec je roztaen hodn blzko k okrajmstrnek, co itelnosti nepid; gray psob ponkudamatrsky, lacin. Ale ostatn prvky u se sna dret ven-kovn graky, a tak celkov vyznn nen pln zl.

TYpo.phenomenon

Klidn sla kesanskch demokrat nenadchne, ani neuraz.Ostatn strana, jej volii se rekrutuj pedevm z lid dchodovhovku, si ani dnou kontroverzi nedovol.The placid power o the Christian democrats will neither excitenor oend anyone. Besides, the only party, whose voters mainlyconsists o pensioners, can not aord any controversy, anyhow.

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rud sociln politika

To Komunistick strana ech a Moravy jako jedna z mlanevsadila v kampani na otyl oblieje svch volebnchldr. Namsto toho se pokusila sdlit to podstatn z -kladn body svho politickho programu, ktermi jepodpora mladch rodin, dostupnost vzdln a bydlenatd., zkrtka tradin tmata levicovch stran. Po vechtch kravacch s americkm smvem, je jsme vidliu konkurence, je to vtan zmna a napluje zsti moupedstavu o smovn kampan a zpsobu nabzenprogramu tm volim, kte nemaj chu st shodlouhprogramy. Volim, jim sta trocha instantnch inor-mac o hlavnch prioritch dan strany, nic vc se na takomezenm prostoru pedloit ned.Motivy se dl na dv skupiny. V ppad negativn vize(koln, nedostupn zdravotn pe) jsou otograeernobl a nevesel, u pozitivnch tmat plnobarevn

a naplnn optimismem. S kadm tmatem se pak pojslogan Mme een(z jedn internetov diskuze vzelaobava, aby to nebylo konen een). koda je, e nevechny obrazov reprodukce jsou vtvarn na rovni,a tak kvalita kols podle danho obrzku.Komunist pouvaj pro textov inormace vcarskpsmo Frutiger, kter pat u ticet let mezi nejoblbenjevropsk psma vbec. V kampani KSM jsou pouityverzlky light ezu Frutiger 45, je maj o stupe slabslu tah ne ez zkladn. I tak ale, snad kvli tm trochu

materials are o ood quality; the norm varies ac-cordin to each individual imae.For settin o text, communists use the Siss aceFrutier, hich has been rossly popular acrossEurope or the last 30 years. For the campain,Liht Caps o Frutier 45 ere selected. They area bit more subtle than the reular cut. Maybe itas due to this delicate letterin that the hole de-sin seemed static and tame to me. I even oundmysel to miss the strikin posters rom the 1950sand 60s, ith all those heavy, blatant sans seris,shinin muscles o actory orkers and enthusias-

tic armers.

Green light to the youngA soon as the poll results indicated that the greenParty may just make it into the parliament, the at-

tention o media stood xed on it. The party cameup ith a nely touched up loo desined by

Frantiek torm, ho prepared both the manualor the loo and the campain. As the corporatetypeace, he selected (same as Civic Democrats)his John Sans, reducin the amount o cuts andurther modiyin it or the needs o the party(addin a our-lea clover to the character set). Thene ace ABCgreen in our cuts as availableas a ree donload on the party ebsite or thepurpose o preparin printed party materials.Hoever, unlike ODS, the printed materials o thegreens are set in italic, hich, in my opinion, does

not have as harmonious strokes as the recut, and this is one o the reasons hy I prdesin o the Civic Democrats. Another reis the lack o a stron moti or desin elem

the campain. The happy aces system rather ell orn and the billboards ith tdates are audy, demonstratin the conu

the desiner ho attempted to t all the reraphic elements into a limited space.The party proram is desined ith taste,landscape oriented, but due to the lack oand photoraphs, it ives the impression oood or lon inter evenins, not o somdesined to attract the reader and constituone person. The solution is tasteul and ubut also inexpressive and dicult to reme

Bits and piecesOther political parties did not come up it

anythin special. KDU-SL (Christian Demdid put up a number o billboards and posconormin to a visual style based on bolder, but the pre-election duel o major par

them a bit aside.European Democrats (SNK-ED) ere not mseen in the cities, and rom their hole eI manaed to remember just their Only weStrictly Aainst Corruption sloan. Thus, thcampain could hardly be considered distOn the other hand, the Independent Demo

Strana zelench spolh na mlad volie, pro n je propaace nov strany a prosazovn ekoloickho proramu otzkou osobn zodpovdnosti.The green party relies mainly on young voters, or whom the promotion o a new party and advocating an ecological programme is a matter o personal responsibility.

Zelen vyzdvihli svou novost a neokoukanost, na sdlen njak dleit mylenky u patrn nezbyl as.The green have accentuated their newness, with probably no time let or communicating any important ideas.

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kehkm verzlkm, na m psob prava staticky a ne-vrazn, a se mi trochu zastesklo po dernch plaktechz padestch a edestch let s tunmi kiklavmi gro-tesky, lesklmi svaly tovrnch dlnk a smvy nade-nch zemdlc.

mld m zelenou

Jakmile se na zklad pedvolebnho przkumu za-alo spekulovat o tom, e by se Strana zelench mohlaprobojovat do Snmovny, zskala si znanou medilnpozornost. Strana pila s modernizovanm logem z peraFrantika torma, kter je autorem jak pslunho lo-gomanulu, tak i reklamn kampan. Za remn psmovybral, stejn jako obant demokrat, svj John Sans,kter zethlil co do potu ez a dle modikoval propoteby strany (pidn tylstku do psmovho sou-

boru). Vznikl psmo ABCGreen ve tyech ezech nabdlizelen ke staen coby reeware pro ely tvorby tiskovinstrany na webovch strnkch. Na rozdl od ODS jsouvak propagan tiskoviny vyszeny kurzivou, je m dlemho nzoru trochu mn astnou kresbu ne stojatez, a tak dky tomu se mi nezd prava tak vydaen

jako v ppad obanskch demokrat. Svj dl viny natom m rovn prava postrdajc vrazn motiv neboneotel grack prvek. Systm veselch hlav je u pece

jen notn okoukan, mimo to jsou billboardy se dvmakandidty najednou peplcan a je na nich vidt bezrad-nost, s jakou se snail pravce vmstnat vechen text navymezen prostor.Volebn program je citliv zpracovan, m ormt naku, ale kvli absenci barev a otogra psob sp jakokniha uren pro dlouh zimn veery ne jako soust

lkn volie. Je to tedy een sice unkn a vkusn, alezrove nepli vrazn a zapamatovateln. koda.

stepy a stpky

Co se tk ostatnch politickch uskupen, pevld nev-raznost. KDU-SL sice nechala vylepit znan mnostvbillboard a volebnch plakt, o nich se d ci, e jsousoust ucelenho vizulnho stylu oprajcho se o tunFrutiger, ale kvli souboji velkch stran zstali lidovciv stran a mimo vt veejn ohlas.

Evropt demokrat (SNK-ED) byli ve mstech vidtrelativn mlo a z celho jejich snaen mi v hlav utkvlpouze sloganJedin my jsme tvrd proti korupci, takese d jejich kampa jen st povaovat za vraznou.

To Nezvisl demokrat (za pedsedu maj bvalhoteleviznho magnta Vladimra eleznho) si zasloumj neskonal obdiv za logotyp, se kterm se pochlubiliu v loskm roce. O jeho kvalitch nech si udl tenobrzek sm, dovolm si jen citovat vyjden z dokumentuuveejnnho na webovch strnkch NezDem: Nae logovyjaduje ochotu strany Nezvisl demokrat sdruovat

obany rznch nzor a postoj (proto ta rzn tvaro-

van psmena odlinch barev). Nejsme vak bezbeh

a bezobsan hnut. Proto chceme vechny leny a pz-

nivce sdruovat jen podl t jednoznan a velmi zeteln

defnovan linky, kterou naleznete v naem programu.

Logo je to modern, mlad, dynamick a vesel. Neubrmu to ale vbec nic na dvryhodnosti!Ano, dynamicklogo je onm zaklnadlem poslednch let! Opravdov po-prask vak nakonec zpsobil nkdo pln jin

politick smaky aneb tonouc se stbla chyt

Jednoznan nejodvnji se projevila Unie svobody.Strana se bhem psoben ve vld patrn natolik zne-monila, a se jej volebn preerence zaaly blit nulovhodnot a ocitla se zcela na okraji veejnho zjmu.Nov Unie svobody bo zait pedstavy o politicch

jako neivotnch gurnch bez snahy pochopit skutenzjmy oban, protoe pichz s neotelou kampanclenou na mlde zhruba do ptadvaceti let. Nebojcnotevr choulostiv tmata jako eutanzie, legalizace mk-kch drog a satky homosexul, jet zajmavj je ale

orma, s jakou se tak dje. S pozitivn barevnost ostatnchpolitickch uskupen oste kontrastuje agresivn alovna vylepench plaktech, nezvadnm heslm se snakonkurovat rdoby modern anglitinou mladch. Heslemstrany se stvaj vkiky Its legal to be diferent, Its legalto be a loser, Its legal to write (protest, die, love,).Symbolem strany je nasprejovan pentagram a na webu

je zaloen blog vymykajc se vem obyejm politick se-bepropagace. Je toti clen provokativn, psan mluvoupubertln mldee, pln pejorativnho vraziva a ostrch

TYpo.phenomenon

Sloan Vdy o krok pedostatnmi je jednm z tch, kter sev nekonench obmnch vracejkad volby.The slogan Always one stepahead o the others is one othose, which return in endlessvariation in every elections.

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(ith ormer TV tycoon Vladimr elezn as theirleader) have earned my unendin admirationor their loo, ith hich they came up last yearalready. Let each reader jude its qualities onhis on, I ill restrain to quotin a documentpublished about it on the party ebsite: Our looexpresses the illinness o the IndependentDemocrats to associate citizens o varyin viesand opinions (this is hy e used the variedshapes o letters and colours). Hoever, e arenot a movement ith no borders and stands. Thisis hy e ant to ather all our members and ansalon the clear and distinct line to be ound in ourproram. Our loo is modern, youn, dynamic,and happy. This, hoever, does not alter its cred-ibility! Yes, dynamic loo is the catch phrase o thelast couple o years! Nevertheless, the real ussas, in the end, made by someone else...

Political junkies or The last resortIt is indisputable that it as the Freedom Union(US) that came up ith the most controversialcampain. while it served in the overnment, itprobably discredited itsel so badly that its preer-ences in the polls neared zero, losin all attentiono the public.Ne Freedom Union tried to burn the common

notion o a politician as a lieless ure hich

does not attempt to understand the real needs o

citizens, comin up ith a campain aimed at an

ae roup o 1825 year olds. It earlessly opens

sensitive topics such as euthanasia, sot drus

lealisation, or same sex marriae. Hoever, it is

the presentations orm, hich is o most interest

here. Positive colours o other political parties are

sharply contrasted by aressive purple o the US

posters, harmless sloans nd a counterpart ina should-be popular Enlish o the youn. The par-

ty thus relishes in a variety o exclamations such as

Its leal to be dierent, Its leal to be a loser, Its

leal to rite (protest, die, love...) [all in Enlish].

The party symbol is a rati-like pentaram, and

the party ebsite has a blo hich oes beyond all

political sel-propaanda. It is deliberately provoca-

tive, ritten in adolescent slan, ull o pejorative

ords and stron judments aimed at other politi-

cal parties. A true adolescent utter.

Just to make thins clear the idea itsel isall that bad. It is easy to envision a ne pabased on the ideas important or a sinicroup o youn people, but the leadershipsuch party ould need to ain natural supo the taret roup (hich, apart rom leamarijuana, ants to scribble on alls Its

to rite, do you remember?). It ould havecomposed o people ho achieved somet

the non-political sphere, and their need toa political party ould have to sprin rom

to chane the livin condition o themselvtheir peers. It doesnt ork on the order oadvertisin aency uru. It doesnt matter

the ounders ould come rom the music rom sports, or rom elsehere. They ourst place, need to be ne and not discredOn the other hand, such campain rom a

the US character seems ridiculous, and it not o sophistication, but o politics. well, purple ebsite chaned to neutral reen rater the election, and today, e kno thatrevolutionary and provocative campain dbrin its ruits.

CatharsisElection is over, seats ere distributed andin a e eeks as soon as the posters anbillboards are replaced , the hole thin orotten. It ill be the physical assaults opoliticians that ill be remembered. I do n

that the hole campain as uninterestinduced certain elements previously unseenpolitical environment. Apart rom the arduel o ODS and SSD, most o us ere aamused by the stoned campain o the

Union. The attempt o to parties to use nresh typeace as noteorthy desin-isemarked by the incidental use o the same And yet aain, e had a chance to observcontrasts o quality, utter amateurism, deand controversial copyin o ideals rom aA poinant question comes to mind: ill uture, itness the metamorphosis rom asion and vularity to sportsmanship and dI am sure that all participatin parties coulbenet rom that.[translation: Olga Neumanov

soud na adresu ostatnch politickch stran, opravdovadolescentn umpa.Abychom si rozumli, cel idea vlastn nen tak plnpatn. Lze si pohodln pedstavit existenci nov stranyzaloen na tmatech podstatnch pro nezanedbatel-nou skupinu mladch lid, ale veden takov strany bysi muselo pirozenou cestou zskat podporu veejnosti,resp. dan clov skupiny, je chce mimo legalizacimarihuany tak mrat po zdech (Its legal to write, pa-matujete?). Nutn by se muselo jednat o lidi, kte ncodokzali v mimopolitickch kruzch a poteba zaloenstrany u nich vyvrala z nutkn zmnit ivotn pod-mnky sebe a svch vrstevnk, nikoliv na popud nja-kho guru z mediln agentury. Pitom nen podstatn,

jestli by takov lid pochzeli z oblasti hudby, sportunebo odjinud, dleit je ptomnost nezkompromito-

vanch osobnost. Naopak u strany typu Unie svobodyvyznvaj podobn snahy pinejmenm smn, namstoranovanosti pichz pachu kalkulu. Ostatn alovweb se hned po volbch zmnil na neutrln zelena dnes u tak vme, e pokus o novtorskou a provoka -tivn kampa protentokrt nevyel.

rozuzlen

Volebn zpolen skonilo, mandty byly rozdnya bhem nkolika tdn jakmile se agitan plaktya billboardy pelep se na celou vc zapomene. V pa-mti zstanou spe yzick toky, kter nkolik politikkrtce ped volbami potkaly. Pesto si nemyslm, e byvolebn zpolen bylo nezajmav, pece jen pineslou ns dosud nevdan prvky. Krom tonch praktikSSD a ODS vtinu z ns pinejmenm pobavila

vyhulen kampa ultraliberln Unie svobody, postrnce graky hlavn sil dvou politickch stran poutnov, neotel psmo, shodou okolnost to sam. A dlei znan rozdly v kvalitativnm provedenm propa-gan graky, kontrasty amatrismu, umenho stylua kontroverznho koprovn zahraninch vzor. Nabzse paliv otzka, zda v budoucnu agresi a hulvtstvvystd aspo na chvli sportovn chovn a kultivova-nost. Vem zastnnm by to nepochybn prosp-lo.[oto: Kryto Blaek, Anna Voavkov a autor]

Jakkoliv banln inormace doplnn o vykink je domnou zejmna internetu. Unie svobody ve sv modernosti pedbh dobu, a proto bume rdi, e na plaktech nem vykinky rovnoti za sebou.Any banal inormation with an added exclamation point belongs mainly the realm o the Internet. In its modernity, Unie svobody is ahead o time, and let us be glad it does not haveas many as three exclamation points in a row, on its posters.

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TexT.Filipblaek&pavelzelenkaTYpo.acTion

TyPO BeRliN 2006

O nejvtm a nejzajmavjm setkn rackchdesinr v Evrop, akci Typo Berlin, reerujeme

od potku vydvn asopisu. Leton ronk pokraovalv spn tradici, pibylo i nkolik sympatickch novinek,zejmna rozen tlumoen z velkho slu do malho. Kon-erenn budova Haus der Kulturen der welt (Dm kultursvta) se nachz uprosted Tierarten, obrovskho parkuna rozhran zpadnho a vchodnho Berlna. Tato relativnodlehlost od centra je pjemn u proto, e se astncinesta o pestvkch rozprchnout po okol, a lid se takneustle potkvaj a mohou spolen diskutovat nad ped-nkami nebo si sednout na terasu a u kvy i piva se dvat

na parnky, kter jezd pmo ped konresovou budovou.Pt rok se kvli rekonstrukci budovy pesune Typo Berlin2007 na Alexanderplatz do berlnskho konresovho cen-tra. Hlavnm tmatem m bt hudba a asopis Typo nebudechybt. Pokud chcete pijet, sledujte .typo-berlin.de,teba se vm poda vyhrt vstupenku zdarma.Konerenci zahjil pednkou o budoucnosti desinuKalle Lasn, zakladatel politickho asopisu Adbustersa inicitor ady socilnch kampan. Lasn se domnv, edesini maj moc zmnit svt k lepmu, a to zejmna tm,

e nebudou podporovat nadnrodn rmy a lobalizantendence, e nebudou pracovat pro spolenosti, kternerespektuj lidsk prva a kod ivotnmu prosted. Lasnpoznamenv, e v americkch a kanadskch kolchdesinu se studenti u pouze to, jak polbit klientmprdel. Vyzv k ozelenn desinu, chce, aby desinipimli lidi k pemlen nad dopadem jejich konn, a na-zv tento smr psycho-ekodesin. Jeho slova ve mnzanechala rozporupln dojem. Vzhledem k velmi sloitmvazbm, kter existuj mezi souasnmi spolenostmi, minen jasn, jakm zpsobem odliit rmy hodn a zelenod tch zlch, tedy pro koho pracovat mohu a pro koho

ne. Chvlemi jsem ml pocit, e jsem se v ase a prostorupesunul do roku 1985 na jakousi konerenci o vtvar-nm umn v socialistickm eskoslovensku, kam byl zeZpadu pozvn jeden host znm svm siln levicovmmylenm. Pro lovka, kter vyrostl v totalitn zemi, znlymnoh Lasnovy npady jako cesta do doby, do n se nikdynechce vrtit.Sympatickm spkrem bylPiet Schreuders. Ten pielvlastn s jednou hlavn mylenkou bt neoriinlna nekreativn. Tvrdil, e nen teba v rackm desinu

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we report on this larest and most interestinraphic desin event in Europe since the earlydays o our maazine. This year, the tradition suc-cessully continued, and e sa some elcomenovelties, such as the extension o simultaneousinterpretin rom the reat lecture hall to the smallone. The conerence venue Haus der Kulturender welt (House o the world Cultures) lies in thecentre o Tierarten, a spacious park on the bor-der o west and East Berlin. The relative distancerom the centre is pleasant, i only or the act

that durin the breaks, participants do not havethe time to scatter, so they keep meetin eachother, havin a chance to discuss the talks or to

have a coee or beer at the terrace, atchin theboats foat by. Next year, the present venue illbe underoin a reconstruction, so Typo Berlin2007 ill be moved to Alexandrplatz, the Berlinconress centre. Its main theme ill be music and

the Typo maazine ill surely not miss the occa-sion. I you ould like to attend, too, keep an eyeon .typo berlin.de, and you miht be lucky toin a ree ticket.The conerence as opened by a talk dedicated

to the uture o desin by Kalle Lasn, the ounder

o a political maazine Adbusters, and themovens o numerous social campains. La

thinks that desiners do have the poer tothe orld to the better, especially by not sin international corporations and lobalis

tendencies, and by not orkin or compahich do not respect human rihts and ha

the environment. Lasn notes that AmericaCanadian desin schools only teach their

to kiss the clients ass. He calls or reedesin, he ants desiners to make peopabout the impact o their actions, and he cmovement psy-eco-desin. In me, his oan ambiuous eelin. Thanks to todays r

complicated ties beteen businesses, hoe to distinuish the evil and the reen or, hom may I ork or and hom I may n

times, I couldnt help the eelin that I havposed in space and time, attendin some ence about visual arts in socialist Czechoslistenin to a visitor rom the west ell knoinvited) or his stron letist vies. For somho re up in a totalitarian reime, manyideas sounded like a path to the times hedo not ever ant to return.

Kalle Lasn, Piet Schreuders, David Carson

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vymlet pod nco novho. Pro nevyut toho, co ji bylonavreno. Navc ada skvlch npad upad po letechv zapomenut, take je jen dobr, e je nkdo vyuije znovu.

Schreuders pak na mnoha pkladech sv prce ukazovalrecyklaci star typorae.Na zvr prvnho dne vystoupil mnohmi divky oekvanDavid Carson, americk rack desinr, kter svm p-stupem v devadestch letech vznamn ovlivnil pedevmdesin suraskch asopis. Pro neznalho divka mohlaCarsonova prezentace psobit ponkud nepipravena zmaten, ostlen harcovnci typorackch konerencnm ale prozradili, e zmatek provz Carsonovy prezentacevdy (pokud vbec na konerenci doraz). Nebyla to ped-nka v pravm slova smyslu, spe komentovan portoliodoplnn vce i mn vtipnmi historkami o vzniku i zku-lis dan prce. Prezentace psobila jako komick kontra-punkt k vodn Lasnov pednce, nebo mezi Carsonovyklienty pat ty nejvt lobln rmy (Microsot, Nike, LeviStrauss).

Z ptenho bloku stoj rozhodn za zmnku americk ra-ck desinrka, bloerka a pedaoka Ellen Lupton. Jakojedna z mla pednejcch, kter jsem vidl, neukazovalaobrzky svch prac, ale dotkala se tmatu konerence,hry. Lupton se vemi silami sna podporovat obor ra-ckho desinu a typorae. A jeliko si uvdomuje, jaknesrozumiteln jsou laikm odborn publikace o typorai,pipravila napklad nkolik vtipnch potaovch her a ani-macZloiny proti typograi (.papress.com/thinkin-ithtype/resources/crimes_scale.htm), kter neekanou

ormou vzdlvaj hre o psmu i sprvn sazb. Pedn-ejc tak pedstavila svou erstvou knihu Desin It Yoursel(Navrhni si sm), kterou dala dohromady se svmi studenty.

Publikace srozumiteln rad, jak si mohou laici sami vytvoitvci, kter jsou jinak domnou desinr: trika, ebovstrnky, potitn hrnky nebo teba balic papr.Jednoznan nejvtipnj pednku ml Chip Kidd.Americk spisovatel a desinr s mimodnm hereckmtalentem, jeho poznmky a rimasy rozesmvaly cel slk slzm. Zejm to je prav dvod jeho spchu: akolivpevn vtina jeho kninch oblek, plakt i obalCD nen nim vjimen, um sv prce okoenit vtipnouprezentac a pesvdit tak sv americk klienty, aby jehoprce koupili.Na pdich vech t sl se vystdalo na padestpednejcch, jejich pln seznam najdete na strnkch

www.typo-berlin.de. Byla-li konerence Typo Berlin 2006zprvou o stavu souasnho svtovho rackho desinu,pak lze jen konstatovat, e v dnenm svt r racionln

vystavn koncepty (Erik Spiekerma

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