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CURRENT ISSUE
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IN THIS ISSUE
Publisher’s Note: Democrats Make A Decision
Green Person: Nancy Walker Thinking Green: Color Us Green, Vignelli Map, FTC Workshop Special Announcement: Agfa GreenWorks Launched More Thinking: Eco-Email, Made In China, Pack A Sack Housekeeping PUBLISHER’S NOTE:
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Some results from GDUSA’s 45th Annual Print Survey coming in the June 2008 magazine...Do you specify or buy recycled paper?Yes 57%Are you specifying recycled papers more or less often? More 48%
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The Democratic Party may not have picked a candidate as yet (it’s ain’t over ’til
the pantsuited lady sings) but the Democratic National Committee has chosen the graphic designer to
create the convention credentials. With this summer’s meeting taking place in Denver, Coloradan
Kristi King has been tapped for the project. The committee says King will incorporate
“Denver’s rich history and diversity” into the design of the credentials, which serves
as both security document and keepsake. In keeping with the Party’s commitment to making the
event “the most environmentally-sustainable Democratic Convention in history,” the pieces
will be printed on 100 percent postconsumer recycled chlorine-free paper and will, in part, highlight
Denver’s dedication to sustainable development. “This is an exciting time for our city, and
I’m pleased I could be part of a project that highlights Denver’s history and embraces the
green movement, which looks to the future,” said King. “The credential designs will most
certainly celebrate the past but do so using a modern look. Add to that the use of environmentally-sustainable
materials, and I think we'll have a design that's both energizing and responsible.” During King’s
two decades as a graphic designer, clients have included the Denver Metro Convention & Visitors Bureau
and The Museo de las Américas. The contract marks the first time in decades the Democrats have
selected a local designer for the project. In a related announcement, House Speaker Nancy Pelosi has
declared a “Green Delegate Challenge,” offering special rewards for the delegation that
demonstrates the highest level of commitment to offsetting their carbon footprint from attending the
Convention. By the way, the last time the Democrats met in Denver was 1908; the nominee was William
Jennings Bryant, a liberal populist and the most spellbinding orator of his day. His Republican opponent,
an aging white guy. Coincidence or what?
There must be a more eloquent way to say this, but Nancy Walker put her money where her mouth is. The
head of Walker Brands — a strategic brand agency serving destination, real estate development
and attraction clients — has designed and built an 8,400-square-foot corporate headquarters near
Downtown Tampa. It stands as Tampa’s first privately-funded building seeking LEED-certification,
and reflects a dual goal: to showcase how a place can be a brand statement and experience (a point
explored in the upcoming June Graphic Design USA magazine) and to reflect Walker’s green
philosophy. While great care was taken during construction to meet LEED standards for environmental
friendliness, walker pushed it further with a total green philosophy from interior design to daily business
practices. Examples include: implementation of green operational practices, such as using all-recycled
paper office supplies, toner and ink; recycled paper repurposed into note pads; filtered tap water instead
of bottled water; a computer-based fax system instead of traditional paper machine; the use of green
cleaning supplies from an environmentally friendly janitorial service; and the printing of company stationary
and other collateral on recycled paper. Walker Brands is also doing its part to reduce the building’s
energy consumption by 30 percent. Examples here include: all-white roofing materials that minimize the
absorption of heat and reduce the demands of the air cooling system; heart pine wood flooring made of
100-year-old reclaimed logs from the bottom of the Suwannee River; a glass facade on the building’s
exterior made entirely of low-emission glass to reduce heat flow and maintain comfortable climate conditions;
motion-based lighting and air conditioning controlled by zone based on employee needs; and florescent
lighting throughout. With water supply one of the Tampa Bay area’s most fragile resources, water
usage has been reduced by more than 40 percent through the installation of two-stage toilets, infrared
faucets and low-flow fixtures, as well as incorporating appropriate landscaping. There’s lots more,
such as a focus on biking and walking — providing bicycles, a bicycle rack and showers for employees
who wish to leave their cars at home — and preferred parking spaces for hybrid vehicles and
carpoolers. Nancy Walker’s vision can be seen at...
Massimo Vignelli has updated his classic 1972 New York subway map, with proceeds from 500 signed limited
edition print of the update benefitting Omar Freilla’s nonprofit Green Worker Cooperatives. Freilla is
becoming famous for his efforts to build an alternative green economy in the Bronx, New York, organizing
employee-owned business. The idea: clean up the beaten-down borough while allowing profits to remain in
the community. The linchpin of his plan is a recently opened recycling center called ReBuilders Source that
handles furniture, appliances and other large items. “If we have more co-ops like this,” Freilla
says, “the less we need incineration. All it takes is one big idea, and people can roll with it.” The
signed version of Vignelli’s famous map — it was instantly both iconic and controversial because
it was less a literal map than a beautiful diagram — is already sold out. But unsigned maps are available
within the May 2008 issues of Men’s Vogue. The magazine promoted and encouraged the update.
According to a new report by UK advertising watchdog group, the Advertising Standards Authority, complaints
about environmental claims have more than doubled in the past year. The rise is said to suggest there is now
much greater public scrutiny of advertisers’ green credentials. Advertisements claiming carbon neutrality
were particularly open to challenge, as were statements about emissions or absolute claims such as “100
percent recycled.” One example: a Shell print advertisement depicting industrial chimneys emitting
flowers was ruled to misleadingly imply that Shell used the majority of its waste to grow flowers. Owen Davis of
Friends of the Earth Scotland, say: “This report shows how the public are getting more cynical about the
greenwashes going on as advertisers increasingly seek to promote their eco-credentials.” Lord Smith of
Finsbury, chairman of the ASA, said: “The ASA commissioned independent research into the public's
understanding of environmental claims in adverts. The results revealed high levels of awareness of environmental
messages, but also confusion about what terms mean. Claims about carbon emissions and green tariffs were
among those most likely to confuse consumers, but terms such as ‘sustainable’ and ‘food
miles’ were also misunderstood. Those researched admitted to not reading the small print or explanatory
text in adverts, which advertisers may use to explain bold headline claims about environmental impact.”
Agfa Graphics has launched a new program called GreenWorks, part of the company’s environmental
recognition and support efforts. The GreenWorks program honors those customers that are proactively involved
in environmental responsibility, and is assisting GreenWorks companies in building awareness about their
accomplishments. Agfa has been an early proponent of the need for greener technologies, policies and procedures.
To become part of the program, printing companies must be users of Agfa's ThermoFuse™ platemaking
technology. This includes the chemistry-free :Azura plate and the low-chemistry :Amigo plate, both of which
significantly reduce the impact on the environment as compared to conventional digital or analog plates. In
addition, GreenWorks printers must demonstrate that they are active in other environmental initiatives, as well
as being involved in efforts such as recycling, reducing waste, or using alternative energy sources in their plants.
“For the graphic communications industry, being green means developing new technologies, adopting
smarter policies for daily business operations, and promoting environmental responsibility as broadly as possible
so that others become involved,” says Susan Wittner, marketing director, Agfa Graphics, North America.
“With the GreenWorks program, we identify those print companies who have successfully adopted greener
policies and should therefore be seen as leaders of true environmental responsibility. In addition, we want to
connect print buyers seeking environmentally sensitive printers with Agfa GreenWorks printers.”
Canada, recently described by comedian Colin Ferguson as the apartment above the party, is apparently in a flap
over the fact that most of the uniforms to be worn by Canadian athletes at the upcoming Summer Games in Beijing
are made in China, not Canada. Still, one week after hitting shelves, Hudson Bay Company spokeswoman Patricia
Pytel says sales of the collection have gone beyond expectations, adding that they have sold out of banner t-shirts
in several sizes in many stores. Two reasons given for the success: the more heavily graphic look as compared to
previous collections; and the use of eco-friendly materials like bamboo, organic cotton and cocona, a fabric made
from coconuts. HBC says such specialty fabrics will help keep the athletes cool and are only readily available in
Asia. While 80 percent of the uniforms provided to athletes are made in China, she said the clothing designed for
the opening ceremonies and the medal podium are Canadian-made.