As the title suggests – first things first…Rick Poynor, author of the year 2000 revised 1964 manifesto, proposes a “reversal of priorities in favor of the more useful…forms of communication“, (Poynor, Eye no.33 vol. 9, 1999) whilst maintaining the theme from Ken Garland’s original manifesto, Poynor dismisses a key point the original version acknowledges.
Although Garland does in deed write this sentence almost exact, identifying the need to focus their talents on avenues which required their attention more than the mainstream commercialisation of advertising, he was also identifying the need to maintain this side of graphic art – the side which was “inessential at best” (Poynor, Eye no.33 vol. 9, 1999) according to Poynor, as it was important and not realistic to abolish.
Ten Footnotes to a Manifesto while seeming to look like a critique is quite close to being the exact same view point that both Poynor and Garland stood for. In saying that, I do agree with what the manifesto is attesting, I also agree with what Michael Beirut says in his interview with Vivien Philizot “Designers, like doctors, should do no harm” (Beirut, 2007, Graphic Design and Metamorphoses: a few footnotes to a manifesto p. 44) and to not knowingly work for someone whose ethical or moral being competes with your own. You have the choice on who to design for: money, the company or yourself.