Strong ethics / socially responsible approach (Task 5)

tibor spreadTibor Kalman

The late Tibor Kalman was a major figure in the design scene; in the 1980s he was known almost as well outside design circles as from within. Kalman had a passion for presenting art and commerce side-by-side, but he was also known for his activist take on design. He spent a great deal of time doing cause-based work and encouraging his fellow designers to take a closer look at issues such as poverty, homelessness and sweatshop labor. Like other legendary designers, Tibor Kalman wanted to move design out of the service category. Changing the perception of design as a service to something closer to art and in some cases, activism, was one of his major contributions to the industry.


Colors Magazine

One example of this comes from Kalman’s stint as editor-in-chief of the Benetton magazine, Colors. Benetton was famous for its socially aware take on advertising, and to this day many still identify the company with the United Colors of Benetton campaign.

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As the head of Colors, Kalman stubbornly ignored fashion stereotypes in favor of breaking new ground and offering progressive ideas. Some of the ideas worked quite well, while others required more thinking time than some believe a mass market can withstand in the context of an ad campaign or magazine edition.  Kalman’s design philosophy included the notion that graphic design can–and should–be used as form of mass communication to promote social ideals and awareness.


Unhate Campaign

Benetton’s recent release of the “Unhate” ad campaign has caused a firestorm of controversy. The goal of their campaign is a worthy one—to contribute to a new culture of tolerance and to combat hatred. The UNHATE Campaign is the first in a series of initiatives involving community.


Saul Bass’ Preliminary Designs for the Movie Poster for Stanley Kubrick’s “The Shining”

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Typeface Experiment

Instant Typeface:


Wearable Typeface:


Emotional Typeface:

typography_3Wayout Typeface:



Names for the Company



Logo Exploration



Company Moodboard


Corporate Social Responsibility (Task 4)


Corporate Social Responsibility is a form of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-regulating mechanism whereby a business monitors and ensures its active compliance within the spirit of the law, ethical standards, and international norms. CSR is a process with the aim to embrace responsibility for the company’s actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders and all other members of the public spherewho may also be considered as stakeholders.


Coca-Cola has been a successful business for 125 years and intend to be for the next 125 years and beyond, but they recognise that they can only do that by growing their business responsibly and sustainably.



  • The main ingredient in all drinks is water!
  • Depending on the brand, other main ingredients are fruit juices, sugar (in GB from sugar beet and cane) or sweeteners, flavourings and carbon dioxide (if it’s sparkling)
  • They use 50% British Sugar Beet and 50% sugar cane from overseas
  • Around the world Coke is one of the biggest buyers of sugar and fruit juice



This enables Coke to get their drinks to you in tiptop condition. They are always looking for ways to make the packaging lighter and to use more recycled material in it. For them, packaging isn’t waste, but something that can be used again and again through recycling.


The cans are made from around 50% recycled aluminium. They have made the cans as light as physically possible and the can ‘wall’ is now the thickness of a human hair.


The bottles are made from PET plastic – They are aiming to use 25% recycled plastic in all our bottles by the end of 2012. The 500ml plastic bottle weighed 39g in 1994, it now weighs just 21.7g. Plastic bottles are made by heating up a test tube sized plastic ‘preform’ and blowing super compressed air into it, to mould it to the shape of a bottle. They do this onsite to cut down on transportation.


The bottles are made from around 40% recycled glass. They have cut the weight of the iconic glass bottles by 20% since 2007, slimming it down from 263g to 210g. Coke produce around 67 million of our iconic glass Coca-Cola contour bottles each year.

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Refrigeration and storage

Their drinks are best enjoyed when they’re chilled and it’s part of their job to work with retail customers to make sure the drinks are sold in perfect condition for the consumers. This means they often provide coolers and vending machines to retailers where drinks are going to be consumed straight away: they own  over 195,000 pieces of cooling equipment. We also provide draught dispenser equipment to restaurants and bars.



So the drink’s finished. All that’s left is the empty can or bottle. Chuck it or recycle it? If there’s one thing you can do that will make the biggest difference to the environment it’s to recycle your pack!


Go Green

Coke has introduced a green billboard as part of their CSR and sustainability initiatives. The 60-by-60-foot sign is comprised mostly of living plants, which absorb carbon dioxide. Imagine how much businesses would be helping the environment if they all developed policies that incorporated a ‘green billboard’ concept.