"Too often people think design is the superficial details."
Vancouver International Film Festival
As a modernist known for his corporate imagery for IBM, Eliot Noyes (1910-77) made his vision for unified corporate brand details consistent throughout any company a standard familiar to today's business landscape. His whole ethos was for multifaceted design not to be an afterthought. It had to be integrated into the process from the start and infused into every aspect of a company's thought process. After all, Noyes' motto, "Good design is good business," was paramount to his philosophy despite the clear tension between any core functionality to his consumerist commercial pursuits.
Cohn wraps the beginnings of cutting-edge modern design around twentieth-century Western history through Noyes' professional influence all these years later. Modernism, Inc. also aims to demystify the art of user design in how it became central to contemporary living by way of our capitalist structures. In the end, Noyes ultimately created a kind of universal attitude about human access to the computational interaction of home technology that led to many aspects of life still in vogue today. Nonetheless, "Good design can change things."
Modernism, Inc.: The Eliot Noyes Design Story screened at the 2023 Architecture & Design Film Festival Vancouver. It also screens at the 2024 Vancouver International Film Festival as part of the Portraits series at The Cinematheque on September 26th and Fifth Avenue Cinemas on September 29th.
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