Wednesday, August 11, 2010


The principle of "version" is central to concept creation.  Philosophical concepts are dynamic, enabling an orientation on the plane of immanence, in relation to the problem (the disaster) that motivated the concept design.  Orientation refers to direction, directedness, and more fundamentally to attitude of the conceptual persona (of the one who thinks).  This principle has its corollary in graphic design, especially in architecture, in the practice of "transformation" of an open-ended image during the design process.  The most common transformations are topological, ornamental, reversal, and distortion.  The grammar of ornament has been studied in these terms, describing the basic manipulations of a geometric unit used to generate a pattern:  translation, rotation, reflection, and inversion.  The rhetoric of Routine includes image as well as text versions.

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