How the US government got hip graphic design - and then lost it
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- čas přidán 7. 09. 2024
- The 1970s was a golden age in Federal Government graphic design. Why?
Patreon: / philedwardsinc
This video’s all about the briefly groovy period (I know, groovy is more 60s than 70s, but it just feels right) in which Federal designers let it all hang out. From the NASA Worm, to the EPA’s funkadelic graphics, to, heck, the Department of Labor acting like it just took mushrooms, this was an unquestionably adventurous period. And then it stopped. What went wrong?
The Federal Graphics Improvement Program was an NEA initiative started under Richard Nixon, and its brief reign inspired design conventions, logo revamps, and graphics standards manuals. But it was also just a cash infusion rather than a bureaucratic overhaul. And as a result, we only remember toasty Federal Graphic Design, rather than enjoy its enduring legacy.
Some sources:
This Fast Company article definitely treads some of the same ground.
www.fastcompan...
I felt I was adding enough value here though by including and showing the primary sources more, as well as having a somewhat different take than the author. However, you should read the article and appreciate the reporting there.
The Design Necessity - big book about why design matters in context with the FGIP
archive.org/de...
Why Arts Mattered to Nixon (Garment’s big memo):
www.nixonfound...
The Web Design System today:
designsystem.d...
NYT introduction to the FGIP:
timesmachine.n...
NASA’s podcast all about The Worm (with Danne): www.nasa.gov/j...
The Standards Manual company:
standardsmanua...
Full Nixon Tapes convo between Garment and Nixon:
• NIXON TAPES: More to L...
Blanket link for a bunch of other sources, including Federal Design Matters and some of the other books:
archive.org/se...
The Standard for...uh….Design Standards:
archive.org/de...
When I worked for the EPA on the early 2000s designing webpages it was a constant view "don't make it look that cool, we don't want tax payers to think we're wasting their money on slick design."
It costs about the same either way, I'd prefer I feel like my taxes aren't going to a stagnant, outdated organization.
What a terrible attitude. :(
Depressing attitude! Right up there with: "Spend the entire budget, otherwise they'll cut it next year"
@@art_sarkisian it is, but I think they are right. I hear people say that all the time.
It's a brown M&Ms deal. If they paid attention to one tiny detail then the rest is probably just as good.
To expand on one point: The 'modern' IRS, EPS logos and NASA worm weren't just 'hip,' they were designed with purpose. One color treatment makes for consistent application across media. Geometric forms makes it appear more iconic and standardized. They are beautiful marks that hold up today because they were made with care. Thanks for digging into this topic!
Agreed. Design isn't just cool looking or "hip". It was good because it was useful. They just didn't see it.
Very bauhaus
I still think the "Meatball" NASA logo looks cooler
@@onelusciouslad7841 it’s useful as a crest, less-so as a distance logo. I’m glad NASA just uses both!
Well they thought about it, but I think they don't look good - simplicity makes stuff boring and dull.
Thanks for discussing this! I wish I could like this like 100 times. As a federal graphic designer, the Federal Graphics Improvement Program is one of my favorite topics. Until the pandemic, there was a bit of a grass-roots movement of resurgence here in DC with DIG (Design in Government) and the AIGA DC’s Dot Gov Design conference, but nothing sanctioned and endorsed at this level. Closest we came recently was with Obama’s Creative Director, Ashleigh Axios.
That’s awesome. Is there any thing I should read about the present? I learned a bit about Federal digital standards but not much. Part of what overwhelmed be about the past was learning about the earlier obstacles - Danne talked about GPO printing quality having been worse, and they all talked about the insane scale of publications (the latter of which In sure you still deal with). So daunting to an outsider to contemplate!
Can I ask a question, in the video they called them a graphics manual but at my university in the uk we have always called them brand guidelines, do you call them graphics manuals now or was that shan’t they called them during the 1970s?
@@ryangriffiths4998 Typically in the US I’ve seen them called brand standards as well, at least for private companies. But in the US government agencies I’ve worked for and interact with, they’re often still called graphics standards manuals. Potentially as a nod to the Federal Graphics Improvement Program history, inertia, or just overly formal language that we seem to love in government.
@@PhilEdwardsInc Hey Phil, sorry for the very, very late reply. I’m not sure what to point you to about the present. I’m not aware of any great writing on the current state of things like there was from that time. Maybe discussions with John Jacobin at IRS (or at least he was last we spoke) or Ashleigh Axios from the Obama White House, now at Coforma.
GPO quality nowadays is fantastic, and their programs for contracting out print work all around the country really helps with quality and speed too. In general government printing is really held back from insanely outdated Joint Committee on Printing regulations. We had an intragency council working on necessary updates, but around the time the P changed from Printing to Publishing, our council was disbanded. And we never could get Congress to take any actions on our proposals to update the regs. Technically color printing is basically completely prohibited other than by GPO, but no one really follows that anymore and agencies do a lot of their own printing, even if they shouldn’t be.
@@davidlylejones that is fascinating, I thought that the brand guidelines was a universal term but must just be a UK language, thank you very much
I didn't even realize that the NASA worm wasn't the official NASA logo anymore, it's THAT iconic.
Me too. I'm unaware of the switch.
The NOAA logo is absolutely one of the best logos ever created. The light blue on bottom referencing the sea with the dark blue on top referencing the sky. The white in the center can be seen as both the crests of the waves and a seagull at the same time. The logo is incredibly aligned with what NOAA does. It's immensely satisfying to look at.
You'd also like the U.S. Geological Surveys old logo. Mountains, sea, stars, pick axes crossed. Like NOAA it makes it clear its a scientific research agency. I like the new logo especially the motto "science for a changing world" but I prefer the old one.
Just looked it up. Its really hot
hehe pepsi
Looks like a bottle water company
Colors of the blues should be swapped IMO
The intersection with Richard Nixon is quite interesting. He really does have one of the most complex legacies of 20th century presidents.
I saw a documentary on Nixon on PBS (if I remember correctly) where one historian said if it weren't for his paranoia that culminated in Watergate, we might remember him as one of our better presidents.
@@QuintusAntonious 😂
A flawed man but a great president
I heard he did many better things than the preceding Presidents (maybe except Mr. D.T, MAYBE).
I just said this to my dad, between this and the EPA he really could have had a better legacy, I’m thankful for what he accomplished
I know this is a bit late but NASA has reintroduced the worm logo ever since the NASA/SpaceX Demo 2 mission in 2020, where Astronauts flew on an American rocket from American soil in the first time since the end of the space shuttle era. It's made a complete comeback, since then every crewed NASA spaceflight sports it, and the Artemis program and SLS rockets associated with it have it proudly printed on. It's great to see it back. Regardless, fantastic video! Coming as a big vox fan, it's awesome to see you've got your own channel!
He did mention that it came back in 2020.
I remember there being a “comeback” around the turn of the 2010s as well - I think NASA brings it out every so often to keep it in our minds.
@@kaitlyn__L I doubt it’s going away this time, though, since that would be too publicized and people would hate on NASa
Yes - they sport this logo and on their main page the meatball. this confusion is the opposite of corporate design. I deeply dislike that crap.
vox is lefty liberal commie propaganda bullshit stop watching it
I am a Graphic designer and this video spoke my language, there's a not a lot of content available on youtube about graphic design, I really loved the video and need more of this please...
You'd love my friend Linus's channel - czcams.com/users/LinusBoman
Omg yes this is so spot on! As a graphic design too myself I'm so surprised to find so little content about it on CZcams, unlike other branches of industrial arts. Most of videos about graphic design here were more tutorial-y like rather than being talked about in a "fun fact" kinda tone or a full length deep dive into less known stories through out history.
Not a lot of content on CZcams on graphic design? Have you tried the search feature? 😜
@@gilesschlehuber3023 yes but there is not much on the history and the cultural impact of graphic design.
@@daddoduddi8551 True, not many story tellers doing graphic design videos like this, where it becomes quality entertainment.
In Canada, all federal government ministries use the Canadian flag followed by their name in English and French in the same font. I started working in the US, and I find it confusing how every government ministry looks different from a graphic design point of view... there's no cohesion, and it makes it harder to distinguish what's real from what's a scam.
I feel like the 80’s and early 90’s must’ve been an incredible time to be a graphic designer
I remembered watching this last night and just how good it was. I was like “dang this guy had 1000 subscribers at the time and has editing THIS GOOD?” I see a lot of people are saying you’re from Vox, which explains you’re editing and video-making experience. Scrolling through your channel, you got so many interesting topics available. You earned a sub, great work
Interesting Contrast to the German federal gouvernment's coherent design style and how that had evolved, including their recent change (and it's creation and process) of typeface from Neue Demos to Bundessans and Bundesserif.
Something you might like for a topic.
I used to just take for granted that one layer of gouvernment would just have one coherent design throughout it's agencies, interesting to that Contrast by the US.
Yeah Denmark does the same, there's a pretty coherrent design language throughout, specifically every single state run thing will use a stylized crown to show that it's part of the state but then they'll change it slightly or add things to it to make a unique logo that's very identifiable. The design is clearly important and they always make an effort to look modern.
The italian govt does a partially decent job at having a coherent design, with a nice font that is adopted across all the ministries. The only thing i cannot stand is the font they use in the letterheads. it's horrible to read.
I feel like the British and the Canadian government do quite a good job at the design thing, too.
Is there any further reading on that which you could recommend?
There are so many offices with so many different seals in US Government that some get lazy and just redesign the default seal with the eagle and just text. Some are kind of busy with too many things going on in the seal like date, office, something in Latin etc and look like a state seal, some are simplified and nice to look at. There is everything from graphic designs that are a mess to very aesthetically pleasing.
Yeah, a few years after I looked into German, Dutch and UK government design languages with awe and a feeling that nothing like that will pass in Poland, the Polish Government actually did it - all of the gov services are being slowly but steadily unified under gov.pl, both in address and UI/UX. And the design is remarkably clear, with obvious references to Google and link catalogs from the 00s, but with a modern twist.
And then of course are the annoying banners that the ruling party will use to announce the supposed huge benefits their poster legislation will provide to the populace. Pity.
As a British Graphic Design student this was really fascinating to watch as I was aware of these designs but not that they came from the Federal Graphic Design and they actually went back as the non creatives were stuck in their own ways
You should look up the book Scarfolk, which is a parody of British government design from the 70s.
Nostalgia is powerful but dangerous, I love the design from stuff back then, even though I know that the actual product was utter crap and we're lucky to not have it now (tshirts for British Leyland or the old nationalised BT, or British Steel etc)
@@CalvinsWorldNews yes one of my lecturers already told me about Scarfolk council and I have referenced them a couple of times in my essays. The designs are very strange but purposeful, thanks for the suggestion though
Daft question but wirch University are doing this at
@@CalvinsWorldNews I want a British steel or Manchester big M logo pin they some of the cooliest although I profer the 60s graphics ie the BR double arrow
@@sglenny001 Huddersfield
Your CZcamsr Nixon impression was something I didn't know I needed in my life
just wait until i shoehorn it into every video!
As a Graphic Designer, I loved this video. Those old designs were incredible. Today we live in a word of templates and crap computer generated graphics created by people who know very little about design.
Just discovered your personal channel by chance after watching your work at VOX for years. So glad that you’re still making such wonderful, informative and fun videos!
I knew I saw him somewhere else lol
I just found this channel! Absolutely underrated. You and Johnny are my favorite Vox hosts. He branched off and is doing great things, I know can too! Keep it up man!!
Dude Phil,
That is the creepiest backlight situation.
Never before have I ever been spooked by the blood veins in someone's years illuminated by the backlight.
anything for you
design made people like NASA and government programs more: proof that we are beings who are drawn to aesthetically pleasing things, like art and the humanities. why have people seemed to have forgotten this? it's one of the big reasons why we as a culture still revere Catholic art today, despite generally not liking the Church. more people could stand to use this fact to their advantage.
Agreed. Imagine if the population social media platform has a cluttered user interface. That's why the like button, comment sections, the logos are designed in a way pleasant so that we stay and use the digital platform for a long period of time. This is why Apple put its design on the same level as its function. As Microsoft always updates its operating system on every change of trends. Also, Android always has pastel colors and endorses beautiful people using it to make the user comfortable using it. It's just... life.
I had no idea you were an independent creator until the end of the video. Then I come to find out at the point of upload you only had a little over 1000 subscribers. The insane growth of your channel in the past 5 months is a testament to the quality of your content. Subscribed.
Same thing happened in Canada. Guys like Burton Kramer made so many great designs. I don’t know what happened. Now everyone thinks they’re a designer because they can use Photoshop. And work literally gets outsourced to student competitions.
you got to love how the more fluent, rounded logo still looks futuristic and modern and unique. While the "official" one just looks....official.
As an Italian Graphic Designer is really cool to see that Massimo Vignelli is still remembered for his astonishing work that he made with American brands and institutions.
I felt like I should have spent a whole video on him.
@@PhilEdwardsInc Please do!
Man less than a year ago you were at 1000 subs?!
Your content is fantastic and your 9 minute videos convey more relevant and important information than my graphics design prof does.
Wow five months later and your at 68k it's no wonder thpugh, the quality and obvious time put into this video was evident and man is it a good video thank you
could use some more lighting/brightness on headshots in the studio! but love this video and all the fun topics. thanks for being transparent about the returns, and CONGRATS ON ONE THOUSAND
haha thank you for appreciating my transparency. i did buy some sodas, a banana, and a sweet potato that day, so i’m hoping the people at target will forgive me.
@@PhilEdwardsInc Wow this was with a thousand subscribers only. Serious props there. Also I think you fixed your color timing on the studio segments in later videos - it's bad in this one. Still well written though.
@@KeithJewell yes am always learning to work within pretty tight time constraints! it's a journey
You always do videos on such interesting topics, love this channel!
The production quality of these videos is so amazing you really deserve more views
I'm sure it had to be awkward at first. At my factory if anyone wants to leave a tag on something, its a full sheet of letterpaper with centered Calibri or Arial (48pt bold of course). When instead using half a sheet and left-alligned IBM Plex and letterspaced capitals, it's weird because it stands out, but gosh it looks so much nicer. And it just makes the workplace a nicer and more beautiful place; fewer stretched-out clipart emojis is always a good thing.
Brilliant video this! Reminds me of the British Rail Corporate Design manuals which were much in the same look and feel of this. Fortunately it lasted a fair while longer here, into the late 1990s but elements of that design are still seen throughout the railway today.
We use both version of the logo at EPA! Depends on the context. I'd argue that the full "earth flower" logo fits into this seventies-ification as well. The agency did not exist until it's founding in 1970 during Nixon's presidency.
Yep, the website uses the "modern" logo
Crazy that ~5 months ago you had 1k subscribers and now you have 100k. Didn't know that level of growth was possible with 11 videos published since then. Congrats!
I used to work for the MTA - While there I nabbed an original Design Manual (the one that introduced the Helvetica typeface and is considered iconic today) with full-size color chips and everything. I traded it to a collector I knew (Paul Lukas of Uni-Watch). I also found an updated one from the late 80s but I can't remember what happened to that :/
I used to redesign internal websites to a uniform color palette at the government agency I worked at for fun during my lunch. I ended up making a design standard that the programers liked and decided to use. Somehow it ended up being adopted acoss the office for press materials too. Sad thing is I didn't even get credit for it and got told that I don't have enough graphic design experience to work as a graphic designer by the head of the PR department.
What an absolutely astounding channel. Excellent topics, well-researched, presented perfectly, edited impeccably, with beautiful art design. Keep it up, Phil. The algorithm is bound to shine its light upon you at some point.
YT just recommended this and you were only at 1,000 when you uploaded this? Channel is exploding!
It’s a bit dizzying but good!
Man I could look at that NASA graphics standards manual all day
Been a big fan of your videos for a while and I gotta say that your Nixon impression is one of your best.
Man! You have here a video with quality, this mean visually and information. Please keep the good work and showing this beautiful stories about design. Thank you 🙏
Funny that I just found this video. I helped fund the NASA Standards Manual reprint kickstarter. Still proudly display that in my home office. :D
that was a shockingly good Nixon impression. I'm also just now realizing that the entire aesthetic of the TVA in "Loki" seems to be a rip on this design era
Looks like someone got picked up by the algorithm! Love the video. Can't wait to check out more of yours.
I want to say how much I love these videos and all the weird and wonderful topics you’ve been covering. The one channel I have notifications on for 👍🏻
When I opened this video you were at 87.3k subscribers.
Now you're at 87.6k. So excited to see your channel grow!
Thanks for providing all the sources! I really love these style guides, and will go down into some rabbit hole now
Bravo on this video exposé! This era is one of the weirdest and most wonderful stories from graphic design history.
Good design is good politics!
A thing to consider regarding government logos is the way marketing developed on media, or in this case, a TV. Late 50's and early 60's brought the TV to every home, and in early 70's a color TV was starting to become a thing. Old logos were designed in a "medieval guild" way, you take a coat of arms and adjust around it, mostly because those logos were printed in a large, static format - a newspaper or a bulletin board. Their purpose was to accent authority over design. But those logos couldn't fit to a screen of early TV, which was much smaller, and depending on frequency and TV model, it can be hard to read even the logo was stretched across the entire TV screen. All of a sudden, every government logo looked the same. Take Coca-Cola commercials from that era. After the commercial they would just scale the logo across a TV screen and that was it. The logo hit you in the face. They wanted to have a try on that, and it worked perfectly. New logos were designed for a TV screen of the 70's. When 90's came, the new technology was on the way, TV screens were bigger, more precise, analog signal was better and color was more constant, and all of a sudden, it was not that important to have a "hip-one color logo" - it became a matter of preference.
this a topic i never thought i’d care about and yet…i’m hooked! you’re excellent at what you do!!
"Saturn V Manual" -- an owner's manual for an actual, working, real space ship. wow. what a time to be alive.
My grandfather has some tapes from NASA with the worm logo in blue (to match the border of the label) on it, and it looks so pretty. The simplisty also just makes it look better printed really tiny.
As a Graphic Designer and a Swiss-style enthusiast, I hate to see those beautiful designs going to waste.
Awesome to see the results of your hard work on this channel, looking forward to more posts!
Great video on the topic of design systems for the state. It is so nice to better understand history of my work field!
I work for the government as a designer and it is bloody soul crushing. Everything is design by committee, so everything I make is tweaked by editors and statisticians to look more like it was just barfed out of Microsoft Word. Luckily I suck, so no great loss, I guess.
hahaha this comment has quite a vibe to it.
This is the kind of content that a million sub channel with a production team outputs let alone a 70k channel. With videos of this quality it’s only a matter of time tell you blow up big time
Phil's videos are so good and well-researched. Johnny Harris is quaking.
Your channel feels like it could be 10 times bigger or more. You deserve more subs.
The return of the NASA meatball logo in the 90s is a special case because that agency has unique access to the 20-30 year nostalgia cycle from which the worm logo now also benefits.
Yeah, Goldin brought the meatball back in 92 to show that NASA means business now... and then Bridenstine brought the worm back in 2020 to show that NASA means business now...
I didn't realize this video was a few months old until I got to the end of the video. So cool and so well done!
From 1K to 100K in a span of 5 month is a testament to the quality of your work.
You seem pretty underrated, I enjoyed this video a lot, and I learned some things, I never knew where the worm came from.
Awesome video! Knew none of the story behind the iconic NASA logo, and had never heard of the iconic manual. Super unique and informative content!
That Nixon impression was really solid, you should be proud
Just now watching. 116k subs in 6 months. That's quite a thing. Congrats!
Whenever I drive by the post office and I see the sign on the building in the Helvetica typeface, it always make me nostalgic for an era before I was even alive
Best part of the video is walking into any target and finding graphic tees with both NASA logos
I am absolutely delighted with this video! I have always wondered about the NASA logo, I never thought anyone would know the history and make a youtube video about it. Thank you!
One of the better Nixon's I've heard Phil! Nice video!
This is awesome. Im in UX and UI design classes right now - every fact on point! Thank you for your hard work🎉
Super awesome video man, production quality was wayyyyy above what I expected from a vid with 77k views. Good stuff
I'm just going to say it: best Richard Nixon as a CZcamsr impression I've seen this week. 👨🍳🤌💋
Thank goodness you haven’t seen the huge Richard Nixon trend on TikTok. I pale in comparison.
@@PhilEdwardsInc Just letting the two of you know, you both have great channels.
For real, this caught me off guard and I am busting up!
@@PhilEdwardsInc Excellent Nic Cage you've got there!
@@PhilEdwardsInc what is the background music?
ure video edits ARE SO COOL BTW. good music, good show of illustrations. EVERYTHING IS NICE AND WELL EDITED
Very inspiring. Really liked the way you simplified the story behind all these into one narrative. Great video.
I've seen and had T-shirts of both NASA logos and never really noticed they were different, just deferent styles. throughout my life ive just thought it normal that things can have multiple logos, each are pretty cool
It is amazing what government agencies can do when they have budgets and goals
I must be having a challenging morning as I didn’t get your take on how they “lost it.” Unless it was your comment about the whole bureaucracy coming together.
I assumed the purpose of the National Endowment of the Arts was to promote cultural development, not give advertising hacks a payday.
And this kids, is why essay word limits are stupid.
The same amount of information in half the time, really well done.
I never heard of the 'Nasa worm' before but I was in the presumption that this was always the official logo of Nasa. How wrong I was. Interesting story, thanks for clearing this up.
As a graphic designer who worked in the government sector for almost 8 years I fell totally related to this issue. Great video.
I honestly thought you had like half million subs when I was watching this... you deserve it ;)
edit: scratch that I thought you where at 1-3 million, you deserve that to ;)
When you look at IRS manuals today, they haven't changed since the 1970s, from appearances.
The NASA worm reminds me of Allan Fleming's CN (Canadian National) logo which in 1960 baffled a lot of people but has remained unchanged ever since, truly timeless. NASA's going back and forth between two logos is just confusing though.
Oh wow, just Googled. That is very wormy.
Absolutely an example of the best of you tube....thanks for doing such a marvelous job. Very talented!
Fascinating topic. I study government, but had no idea.
When I was a successful Designer in New York, I leaned heavily on 70s design, and even wrote a history final on government design at the time.
just found out you had a channel! epic! I really like ur videos on Vox!
First video since 1k and it was only 5 months ago. Man's flying like a rocket
I honeslty was surprised when you said you just recently reached 1000 subscribers. The production quality is that of a large viewer base news site like vox. Keep up the good work I'll be sure to watch all of your interesting videos in the future!
At the end you were very happy at getting to 1k subs. A year later you are on almost 225k subs.
Wow, 1000 to almost 100k in months. Looks like your consistent quality content is paying off man, keep it up!
What an interesting video! I found myself watching the whole thing three times for the beautiful editing and the interesting topic
Thanks for this great video, there’s not enough good content about graphic design on YT! So of course I subbed!
Check out Linus Boman if you haven’t - he is the king!
Could you do a video about the Federal Architecture Project aspect of the Federal design improvement program? I’m sure there are some great examples from the seventies that moved US federal architecture along!
The quality of this video is really good. I thought I was watching a Vox video until I scrolled down at the end.
If anyone's interested, the NASA Graphics Standards manual is supposed to be back in stock and is accepting pre-orders for Nov 2023
Good to see u grow dude
I haven’t watched the whole video yet, but I am enjoying it. However I will say that your Nixon impression sounds like a cross between “Nixon” (or more accurately the exaggerated idea everyone has of how Nixon sounded), Liam Neeson, Batman, and the Joker
…1,000 subscribers? Looks like somebody’s channel has had a bit of a boom 🤯 Congrats man! Great material
your videos are awesome!!! one day the algorithm will bless you!!! :)