DT&G Design Department
Current Location: Graphic-Design.com / DT&G Magazine / Design Department / Worldwide Identity  

Worldwide Identity, Inspired Design from Forty Countries

Book Review by Maggie Macnab

There is more to being a designer than using tools to re-form and regurgitate our thoughts. There is more to design than balancing concept with execution. Design is intent: the process of understanding relationships and making choices based on that knowledge.

We make our thoughts real when we put them into the world, and they give us back the world we live in. "Worldwide Identity, Inspired Design from Forty Countries" is thoughtfully written and concisely edited by Robert L. Peters, beautifully designed by his team at Circle (Winnipeg, Canada), and published by Rockport in partnership with Icograda (the International Council of Graphic Design Associations).

Rob is very concerned about how we make our thoughts real in the world --
as he should be, with the depth and breadth of his background.

strategy vs. tacticsRob is a renaissance designer. Founder of Circle, a former president of Icograda, an internationally respected teacher, juror and speaker; mountain climber and solar home-builder; he has more than smarts and experience -- he has passion and he has vision. He ventures into the world and the world sends him back with questions about our future. He entreats, "Aware of the advancing threat of monoculture, can the world's identity designers help conserve and revive those things that make human culture distinct and unique?"

The opening pages are written with an urgent intelligence, and give an integrated overview at where we now stand as a species from a designer's point of view. As designers in a globally connected world, it is our responsibility to contribute towards a shift in this place we find ourselves, and Rob drives that point home. As he has said, design is a verb and not a noun -- a gestalt, not a thing. It's a challenge in modern culture to recognize the non-literal essence of thing. But it is very necessary for comprehensive and coherent design.

design is a verb and not a noun -- a gestalt, not a thing - Russia

As with most design books the verbal content is brief, but is well written and informative. The first few pages of preface and introduction are worth the price of admission alone. They make you think instead of react: something we all need to do more of. The visual content has a museum quality of wayfinding in 2 dimensions: each country's opening section is displayed as a keyed demographical brief, describing the conditions through which the designs were conceived and birthed. It is not only a quick reference, it allows cultural comparisons of design produced in various countries in an accessible way, something of interest to all of us in today's world.


The identities are collected both as encapsulations with background briefs, and fuller histories as case studies. Many are culturally flavoured, a reminder of how wonderful and necessary distinction is in the face of the "emergence of nonplaces (uniform airports, generic shopping malls), and the advancement of what some theorists are calling 'serial monotony.'" He also points out that more than half of the world's top economies are no longer countries, but now belong to the corporations. This explains a lot, doesn't it? Nationalized borders are eroding at a rapid pace, and corporate rule is attempting to move in.

The book opens with "Identity lies at the very core of culture, and it is the key to our understanding of self." Identity is more than chest thumping -- identity should emanate essence from its core. It's a statement, plain and simple, about who you are. This is a book to remind you of that and it should be on every thinking designer's bookshelf.

Better design leads to better choices, and better choices lead to better design.

Maggie Macnab
Maggie Macnab

Robert L. PetersGET THE BOOK:
cover Worldwide Identity : Inspired Design from 40 Countries
by Robert L. Peters (Author)
Hardcover: 256 pages; Publisher: Rockport Publishers; Language: English; Product Dimensions: 11 x 9.1 x 0.9 inches
About the Author

Robert L. Peters is the founding principal of CIRCLE, an international visual communications consultancy based in Winnipeg, Canada. He is past president of International Council of Graphic Design Associations (Icograda), a vice president of Design for the World, and is active internationally as a consultant and design strategist, policy advisor, juror, and guest lecturer.
For more information on Rob L. Peters: www.robertlpeters.com


MaggieMaggie Macnab is a designer, teacher, speaker and author of "Decoding Design: Understanding and Using Symbols in Visual Communication". She has owned Macnab Design since 1981, and is very interested in how the process of design can change the world.

coverDecoding Design:
Understanding and Using Symbols
in Visual Communication

by Maggie Macnab
List Price: $35.00 ~ Your Price: $23.10
You Save: $11.90 (34%)
Paperback: 224 pages; Publisher: How; Language: English (Paperback Dimensions: 9.9 x 7.9 x 0.8 inches)

Also see:
Type with Character
Feature Interview: Decoding Maggie
Notes on the Icograda World Design Congress 2007, La Habana, Cuba
The Apple Core vs. Linear Logic
This article appears in DTG Magazine with permission, Copyright ©2007, Maggie Macnab

Return to the Design Department, or back to the Front Page

SUPPORT THE DESIGN CENTER if you want to see the Design Center continue to provide free, high quality, low bandwidth content, consider becoming a friend or partner. Your contribution helps keep this site vital. A "Partner" helps while getting the best bang for the dollar on the entire internet. Become a friend... do it today.


Participate in your Design Center

Lots of fun and information for all... don't forget, any community is only as good as the participation of its members. We invite your tips, tricks, comments, suggestions and camaraderie.

Did you like this article? If you like the kinds of content brought to you by the Design Center and DT&G, why not consider becomeing a friend by making a small contribution? You'll be helping us continue our ten-year tradition of quality content on the web.