Aims

We, the undersigned, pledge to adopt the following set of principles that will guide our hands and creative processes in constructing effective, Communicative Design.

1 Art IS comprised of both form AND content;
2 Content refers to theoretical approach, more specifically implementation of semiotic theory;
3 Design is an Art form that is of a nature that relates to the theory, or theories, of signs and signifying systems (Semiotics);
4 Art CAN NOT exist void of content.
5 The absence of semiotics is equivalent to stripping away the tools for art making and rendering a potential work of art impotent.
6 Design Apathy is bred through technical programs that focus solely, or predominantly, on craft, negating education on theory;
7 In Work, we will use Semiotics to construct effective visual communication strategies;
8 In Education, we will teach the importance of theoretical approaches and the utility of Semiotics;
9 In Life, we will become better communicators and savvy interpreters of the rhetorical manipulation of Semiotic concepts;
10 In Principle, we will use these tools wisely and morally in constructing our designs.