Fig 10. Redesigned, 2001, Milton Glaser The changes showed how design can respond to the environment, and offered such a powerful message that it appeared on front pages of newspapers and was used by fundraiser organizations in support of those affected by the attacks. In a world of “gimmick merchants, status salesman, and hidden persuaders”, Glaser put design before commodity and his skills and experience in the service of a more worthwhile purpose (Garland). Ken Garland’s “First Things First” informed designers for generations. It asked designers to remember the value of their skills to society more broadly rather than giving them over entirely to the fast-paced world of commercial advertisement. It argues that designers should hold their art to a high standard and maintain a qualified immunity from mere consumerism. Rather than just serving the profits of clients, they should also respond to their environment and keep the experience of the end user in mind. Ken Garland’s own work, as well as that of signers like Briggs and Glaser (FTF2000) show what design can do when it is beautiful, effective, and intentional. 94
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