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Posters

Ahn Sang Soo Calendar Page

In 2004, Ahn Sang Soo (of Ahn Graphics Ltd, Seoul, Korea) invited Tom to design a page for a 2005 calendar celebrating the studio’s anniversary. Tom’s assigned page was for September, the 9th month of the year.

He embraced the project as an opportunity to link my sabbatical interests—reflecting on his design/teaching/theory work—with a creative experience. Questions for Tom were: How to create a verbivisual text to express the process and theory for making this page? How to use visual form as content to create a visual “text”? How to apply systems to confront indeterminacy, to collect and organize parts into a whole for their relational significance?

The page size (3 x 6, or double square format) and the page number (9th month) became instrumental as the ground for meaning in my process. For example, the symbolism for the number “9”:

• 9 = 3 x 3 (two squares);

• the academic year (important for me as an academician); 

• human gestation period; 

• and others that reflected into a deeper, esoteric level of interest, and the mystical nature of being. 

From that evolved the grid for its layout, reflecting symbolisms relative to the nature of being:

• the principles of duality and mirroring (i.e., “as above, so below”).

• the page as diagram for holistic consciousness (higher and lower levels; external and internal awareness).

These aspects in turn also came to represent and reflect Tom's theoretical interests (see sketch notes):

• in the creative processes for the unfolding of meaning versus the enfolding of meaning in design;

• in the nature of “creativity” via the analytic (critical) versus analogic (contemplative) perspectives; 

• in the relative nature of the so-called abstract versus concrete (i.e., Concrete Poetry);

• in the nature of implicate orderchance and in/determinacy

• in the ideas of the practical and the poetical, and their play in relational values among parts and wholes. 

For content, Tom used a course assignment for his graduate students. As an inquiry into the nature of meaning kindled by design, the course explores how a designer might awaken awareness (vs. merely instruct). This student assignment also paralleled his design process for the calendar page: 

• to question the role of the designer; 

• to consider expression, attitude, and voice; 

• to consider design attitude to favor a voice.

Thus, Tom intuitively decided to make something via his hands and materials (versus the computer), to make a collage using student work! Therefore he took close-up photographs from the students’ reflective process documents and selected fragments for no other reason than their subjective, isolated and momentary interests. Since the calendar was limited to black and white, the images were also b/w, as was the collage itself. 

A brief summary of the assignment follows, titled: Interpretation and Re/Presentation:

• the subject of “HOPE” was given to all students.

• they could define HOPE individually, as a short text.

• they then had to design a set of (3) posters to represent this word in three ways:

            • with words only (= verbal communication) 

            • with words and images (= verbivisual communication)

            • with images only (= non-verbal communication). 

Then, based on the premise that “design favors a voice”, the students had to apply three different design attitudes, each pushed to their extreme, for the subject of each poster, with:

            • an affirmative approach (viewing content favorably with admiration, approval, preference);

            • a neutral approach (viewing content impartially, objectively, unprejudiced, nonaligned);

            • a critical approach (viewing content with disfavor, judgmental, fault-finding).

This resulted in a matrix of 9 posters (see simplified diagram), each containing the same message/content.

After Tom had decided on the generative means for the page itself, more aspects became reflected in the layout and proportional format (of two squares and their sub-grids of 18 squares). 

For example: aspects for the “word” (abstract) to mirror “image” (concrete), and “image” to mirror “word”; use the lower half of the page to represent “concrete” reality with recognizable images in what we have experience with; use the upper half of the page to represent the “conceptual” and “inspirational” (abstract) world of imagination (verbally, mental maps and diagrams) to represent the subtle/illusive sense of “reality”; use the center of the page as the “heart” or place for the essence of life (= breath)

From the ancient wisdom or mystical tradition this layout reflects our nature of “being” and the full nature of one’s “consciousness”, with a dialogue between these concrete and abstract domains or what we cal reality. However, what we call the concrete reality (versus the abstract sense of reality) is actually known in the eastern wisdom tradition as a false, illusionistic reality called MAYA; while on the other hand, what we generally consider the illusive, abstract sense of “knowing” is actually the deeper and True “REALITY”—which we will gradually unfold into our conscious awareness as we continue in our human evolution. Tom mentions this partly because these wisdom teachings became the very basis for Theo van Doesburg to declare (in 1930) that what had been labeled as “ABSTRACT Art” should really be called “Concrete Art” or CONCRETISM. From that the very idea of Concrete Poetry unfolded—and it is from the same source that Tom applied his actions to the calendar's design process.

In summary, this project became an amazing experience Tom, as it made him dive deeply into the nature of the “creative” as a contemplative practice coming from the inner fountain of being and “all-knowing”, versus the more conventional design process that relies on mental projections for constructs that come from the limited source of memory and conditioned response.