Niks moet NUt mag

En toen was er Hirsch-Ballin met zijn kinderspertijd. Naar huis en naar bed met die kinderen die ’s avonds maar op straat hangen!

Natuurlijk, NUt heeft geen politieke boodschap. Maar dit is toch wel kras. Ook wij van NUt vinden dat die kinderen beter thuis de Avonden kunnen gaan lezen dan buiten bushokjes kapot te rossen. Maar het recht om op straat te verblijven aan een tijdstip koppelen vinden wij wel een beetje eng. Dat doet ons toch een beetje denken aan een paar minder frisse regimes uit het verleden. En wel eens in Spanje gekeken hoe laat de kinderen daar nog vrolijk rondrennen? Ieder zijn eigen ritme, daar heeft de minister niets mee te maken!

Liberaal gezegd: niets moet en NUt mag! En kindertjes die brievenbussen mollen maken we voor straf sympathisant van Rita en haar clubje. Dan leren ze het wel af!


First Things First Manifesto 2000

We, the undersigned, are graphic designers, art directors and visual communicators who have been raised in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable use of our talents. Many design teachers and mentors promote this belief; the market rewards it; a tide of books and publications reinforces it.

Encouraged in this direction, designers then apply their skill and imagination to sell dog biscuits, designer coffee, diamonds, detergents, hair gel, cigarettes, credit cards, sneakers, butt toners, light beer and heavy-duty recreational vehicles. Commercial work has always paid the bills, but many graphic designers have now let it become, in large measure, what graphic designers do. This, in turn, is how the world perceives design. The profession’s time and energy is used up manufacturing demand for things that are inessential at best.

Many of us have grown increasingly uncomfortable with this view of design. Designers who devote their efforts primarily to advertising, marketing and brand development are supporting, and implicitly endorsing, a mental environment so saturated with commercial messages that it is changing the very way citizen-consumers speak, think, feel, respond and interact. To some extent we are all helping draft a reductive and immeasurably harmful code of public discourse.

There are pursuits more worthy of our problem-solving skills. Unprecedented environmental, social and cultural crises demand our attention. Many cultural interventions, social marketing campaigns, books, magazines, exhibitions, educational tools, television programs, films, charitable causes and other information design projects urgently require our expertise and help.

We propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication – a mindshift away from product marketing and toward the exploration and production of a new kind of meaning. The scope of debate is shrinking; it must expand. Consumerism is running uncontested; it must be challenged by other perspectives expressed, in part, through the visual languages and resources of design.

In 1964, 22 visual communicators signed the original call for our skills to be put to worthwhile use. With the explosive growth of global commercial culture, their message has only grown more urgent. Today, we renew their manifesto in expectation that no more decades will pass before it is taken to heart.

Various authors

This manifesto was first published in 1999 in Emigre 51