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Designed in USA Brand Certification

By Core Jr - February 10, 2012

in News

RKS, the California-based design consultancy, has recently launched their "Design in USA" brand certification mark to help, "enhance and broaden the 'Made In' labeling."

There is no doubt that American design is currently experiencing a renaissance of sorts—"From Apple to Zipcar, creative design is at the heart of entrepreneurial success in the USA," explains Bill Moggridge, Director, Smithsonian/Cooper-Hewitt National Design Museum. As Ravi K. Sawhney, CEO of RKS explains, "Better branding our design community is one simple but powerful step to make our voice and value better known. I hope the creation and use of this brand will be a catalyst for a broader emergence of recognition, pride and optimism for the incredible things designers are creating every day in America because of our diversity, ingenuity and spirit."

In a time when the strength and value of American manufacturing has come to the forefront of public discussion, it is a curious move to shift the focus to the more opaque conversation of a product being designed in the United States. What are your thoughts for the brand certification? Do you have plans to use it for future products?

Designed in USA logomarks

Designed in USA logomarks

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Jon Winebrenner

12 years ago

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It seems I'm a bit late to this party. But I'll put in anyway as I just came across this today.

As an American Designer living in Canada (opposite of you, Ravi), I have to say that I see this concept is way off target. It might tap into the ethos of Americans, but it is isolationist from the perspective of the rest of the World.

I'd fully support a global initiative that works towards rising the tide of Global Design, but this is a bit short sighted in my view.

Designers around the world are struggling to increase the value of their profession. I'll have to dig up your articles to get more context of what the deeper meaning of this initiative is about.
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Ravi

12 years ago

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Great comments all. This was part of a five part series I wrote for Fast Company on U.S. competitiveness. I ended the series with this to help promote a stronger sense of community and the value we represent. Simply, if you download the logo from the site, you'll see the black and white version. We use it next to the "Made in China" markings. It adds value and clarification as to the origin of its creation. But, RKS is always open minded and excited to see others's proposals for the logo. Perhaps we can have a contest or perhaps post more than one version for people to use. This is a non-for-profit community concept. So, let's keep improving it. All criticism is welcome given it goes towards the common good.
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powers

12 years ago

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@J

Exactly what I was going to say. I could have done better over the weekend. In fact I think I will.
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J

12 years ago

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Good idea but that's a pretty hideous "logo."
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Dave

12 years ago

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In a globalized world where designers of any nationality or background can go to school, join design teams or set up their own offices everywhere in the world, designing products, graphics & services for a worldwide audience - calling out where a product was designed is simply pointless, flag-waving nationalism...

...at a time when we should be celebrating what we have in common: people designing for people.

"RKS is a strategic design consultancy that delivers PEOPLE-focused solutions with domestic and GLOBAL impact and is WORLD-recognized for its work."

Wow, RKS - what were you thinking?

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Simon

12 years ago

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Hi there,

I've got nothing against the use of DIN font or the simple brush strokes on a star shape...However we should rather focus on the message the symbol is trying to convey "Designed in USA" - DESIGNED - NOT MANUFACTURED - Now please explain to me how this is so innovative? 80% of the things is being designed in USA, but 99% is being manufactured in China...
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Jon Plummer

12 years ago

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...and it should be "Designed in the USA". It'll need to read well really small, like on the certifications label on the bottom of a small electronics product. It'll need to do well debossed. It'll need to survive one-color. At the moment it has too much detail (and too much seemingly purposeless detail) to accomplish any of that.
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Maria

12 years ago

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"Made in USA" makes sense because it is really really hard to manufacture a lot of things in the US now that so much of our infrastructure has left. Those that take on the challenge and succeed in figuring out a way to do it should be able to make their efforts known and charge a premium for it (if the market bares it of course).

It is hard for me to make the same argument for "Designed in USA", if only because the act of designing does not commit you to a location like the act of manufacturing does. For example, you could come up with a kick-ass design on a long flight. But once you commit to manufacture it somewhere, that is a lot of time and investment that's going to stay in the same place.
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DIN

12 years ago

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Jeremy - I agree with you regarding the use of DIN light. If it is indeed DIN light it's a bit ironic since DIN stands for "Deutsches Institut fur Normung" and represents a German standard.

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Everything Has Meaning

12 years ago

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Nothing says USA like the color orange?

Ravi please have a do-over on this... Perhaps a little crowd sourcing competition with monetary compensation for the winner so the D-USA logo doesn't start life as a spec project.

The D-USA brand is an interesting idea but the execution needs more work. If its going to be successful it will need to be bold and simple enough to be rendered in a broad range of m + p, printing, etching, plastic molding, laser cutting... The brush strokes just aren't going to work and that chubby "lucky charms" looking star has got to go.

Please you-tube some Jeep/Chrysler ads then revisit the logo.

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Jeremy

12 years ago

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Seriously?

I agree with e21. As a designer, this is not something I'd want to put on anything I've designed. It looks like the default brush strokes that come with Adobe Illustrator.

And Din Light? Come on. Veer has thousands of fonts to choose from, and this is the font they chose? Din Light?

I'd love to know who designed this. I think it's terrible.
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e21

12 years ago

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No disrespect to RKS... but as a product designer in the USA, I don't see any added benefit whatsoever, in using this logo.

First of all, the visual style of that star is the opposite of everything good the US has going for it in design. You mention the Apple renaissance, yet Apple is clean and minimalist, I don't foresee them wanting to slap any sloppy red and blue brushstrokes on their products.

Second, functionally, it makes no sense to me. These types of marks are typically super small, hidden under doors, on the bottom surfaces, printed in gray tones, and generally placed intentionally to not be easily seen by anyone, on products... so why on earth would you make the logo non-grayscale-friendly, and non-space-efficient?! I hate to be the hater here, but frankly I'm kind of embarrassed that this is how we want to brand ourselves to the world. That is all.
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