February 7, 2008 - by Craig Mounsey
BRW Magazine 30-01-2008 - Design of the Times
I have read the BRW article (again). Particularly the words by Rodger Simpson. I have some major issues with his comments. Obviously controversy sells print, but I think his point of view is flawed and seated in the neo design beliefs of 15 years ago. Design hero's are like supermodels, just no longer viable. Design for arts sake is just that - art. The function of everything from an ID perspective is to make money for the IP owners and there is no glory in it for individuals any more.
Big companies are increasingly 'buying out' design houses, not because they like pretty shapes or because they want a brand name. They are focused on acquiring the number one weapon any industrial designer has in spades; innovation. This is the currency that will buy them a place a the future where intellectual property is the only commodity worth having.
The reason that Standards Australia should be running the AIDA's and not the DIA is that they realise this and approach it from that perspective. The design guru is dead, long live design.