Work Original campaign button for Daily News cover after 9-11 Identity for Tony Kushner’s play Angels in America

John Smith e: [email protected] t:310.000.0000 f:310.000.0000 ICALA

INSTITUTE OF CONTEMPORARY ART LOS ANGELES INSTITUTE OF CONTEMPORARY ART LOS ANGELES INSTITUTE OF CONTEMPORARY ART LOS ANGELES

2000 Avenue of the Stars, Los Angeles, CA 90067

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

J O H N S M I T H

2000 Avenue of the Stars, Los Angeles, CA 90067 www.icala.org t:310.000.0000 f:310.000.0000

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

J O H N S M I T H

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

2000 Avenue of the Stars Los Angeles, CA 90067

www.icala.org t:310.000.0000 f:310.000.0000

2000 Avenue of the Stars, Los Angeles, CA 90067 t:310.000.0000 f:310.000.0000 2000 Avenue of the Stars, Los Angeles, CA 90067 t:310.000.0000 f:310.000.0000 EXHIBITIONS FALL 2005

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

INSTITUTE OF CONTEMPORARY ART LOS ANGELES INSTITUTE OF 2000 Avenue of the Stars CONTEMPORARY ART Los Angeles, CA 90067 LOS ANGELES

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

2000 Avenue of the Stars, Los Angeles, CA 90067

INSTITUTE OF CONTEMPORARY ART LOS ANGELES

Theatre for a New Audience Identity, communication, and signage

Identity

Shakespeare portraits for a variety of applications

Theatre for a New Audience Award Statue Anniversary poster O r OO

n O k O

A n t o n y The Ohio State

C l e o pAt r A Murders

Play Identities Theatre for a New Audience Sore Throats

by Howard Brenton The Duke on 42nd Street April 22 – May 21, 2006

Director Evan Yionoulis Cast Scenic Designer Adam Stockhausen Bill Camp, Laila Robins, Meredith Zinner Costume Designer Katherine Roth Lighting Designer Donald Holder Composer & Sound Designer Mike Yionoulis Dialect Consultant Elizabeth Smith Fight Director J. David Brimmer

Posters for Theater Hall Theatre for a New Audience’s Capital Campaign materials

Website

Board of directors capital campaign leadership JoinBoard Us of d irectorsfor a scapitalpecial campaign leeadershipvening Join Us for a special evening at Chairman Theodore C. Rogers Theodore C. Rogers Chair Chairman Chair Theodore C. Rogers President Theodore C. Rogers Jeffrey Horowitz Jeffrey Horowitz Founding Artistic Director and President

Merle Debuskey* honorary Chairs Vice Presidents honorary Chairs Merle Debuskey* Seymour H. Lesser Seymour H. Lesser Audrey Heffernan Meyer Julie Taymor and Elliot Goldenthal Audrey Heffernan Meyer Julie Taymor and Elliot Goldenthal Janet C. Olshansky Janet C. Olshansky Vice Presidents Campaign CounCil Treasurer Campaign CounCil Gloria Messinger Michelene Spencer Secretary Robert Buckholz, Walter M. Cain, Robert Arnow, Robert S. Ascheim, Robert E. Buckholz, Jr., Audrey Heffernan Meyer, Anne Messitte, Secretary Walter M. Cain, Henry Christensen III, Audrey Heffernan Michelene Spencer Treasurer Janet C. Olshansky, Robert T. Schaffner, Gloria Messinger Meyer, Anne Messitte, Janet Olshansky, Henry F. Owsley, Monica G.-S. Wambold Members Robert T. Schaffner, Monica G.-S. Wambold Joan Arnow Joan Arnow Robert Arnow Robert Arnow about theatre for a new audienCe Robert S. Ascheim, M.D. about theatre for a new audienCe Robert S. Ascheim MD Francine Ballan+ and the Campaign Francine S. Ballan † and the Campaign John Berendt* John Berendt* Fort Greene in Downtown Brooklyn has become Cicely Berry, OBE.Hon.D.Lit* Cicely Berry OBE. Hon.D.Lit.* Marlène Brody Founded in 1979 by Jeffrey Horowitz, Theatre for a Marlène Brody one of the City’s fastest developing and most Sally Brody New Audience is the first American company to be Sally Brody diverse neighborhoods. Right in the middle of Walter M. Cain Walter M. Cain Zoë Caldwell* invited to bring a production of Shakespeare to Britain’s Zoë Caldwell* Fort Greene is the BAM Cultural District, a major Robert A. Caro* Royal Shakespeare Company. We play for wide-ranging Robert A. Caro* Charlotte K. Frank economic development and arts Henry Christensen III audiences from connoisseurs of diverse repertory to kids Charlotte K. Frank Richard A. Hadar initiative. Here, Theatre for a New Audience is Richard A. Hadar seeing groundbreaking productions for the first time. Sir Peter Hall* poised to make its boldest dream come true: its Sir Peter Hall* We created and run the largest program to introduce Dana Ivey* David Scott Kastan* first permanent home – a center for Shakespeare Dana Ivey* Shakespeare in the New York City Public Schools. Prof. David Scott Kastan* William F. Lloyd Larry M. Loeb and classic drama. William F. Lloyd Fort Greene in Downtown Brooklyn has become New York Larry M. Loeb, Esq. Elsa K. Lowry+ Elsa K. Lowry† City’s fastest developing and most creative neighborhood. Catherine Maciariello* Architects Frank Gehry and Hugh Hardy are Catherine Maciariello* Robert MacNeil* Right in the middle of Fort Greene is the BAM Cultural Anne Messitte collaborating to design our 35,000 square-foot Robert MacNeil* Herbert Mitgang*+ Anne Messitte District, a major New York City economic development and “green” building. It has rehearsal space, offices, Philip R. Rotner Herbert Mitgang†* arts initiative. Here, Theatre for a New Audience is poised Mark Rylance* a café, and a 99-seat theatre. The uniquely Henry F. Owsley to make its boldest dream come true: a permanent home Robert T. Schaffner Philip R. Rotner flexible 299-seat Mainstage combines an Samuel H. Scripps ¥ Mark Rylance* for Shakespeare and classic drama. Daryl D. Smith Elizabethan courtyard theatre with modern Robert T. Schaffner Douglas Stein* Daryl D. Smith In its initial stages, Hugh Hardy and Frank Gehry technology and is named after Samuel H. Michael Stranahan Douglas Stein* collaborated on the building’s design, and it was a very Julie Taymor* Scripps, our beloved board member. Michael Stranahan productive relationship. Hugh Hardy is now the Theatre’s Marcia T. Thompson Julie Taymor* Monica G.-S. Wambold Marcia T. Thompson sole architect and is completing a new exterior design for Founded in 1979 by Jeffrey Horowitz, Jane Wells Monica G.-S. Wambold our 27,500 square-foot “green” building. It has rehearsal Frederick Wiseman* Theatre for a New Audience is the first Jane Wells space, a café and book kiosk. The uniquely flexible Frederick Wiseman* American company to be invited to bring a 299-seat Mainstage combines an Elizabethan courtyard Dorothy Ryan Managing Director, production of Shakespeare to Britain’s Royal . C .

Dorothy Ryan, Managing Director n C theatre with modern technology. It will be a playground for Ex-Officio i n Shakespeare Company. We play for wide- Ex-Officio i imagination, a magnet for the most interesting artists and a ranging audiences from connoisseurs of diverse laser, g

*Artistic Council unique theatre in the metropolitan area. laser,

g * Artistic Council repertory to kids seeing groundbreaking produc- †Emeritus + Emeritus We have raised $45.8 million, or 78% of our $58.5 tions for the first time. We also created and run ilton m ilton ¥ In Memoriam million goal. Your support will help us close in on the m the largest program to introduce Shakespeare in remaining $12.7 million. New York City Public Schools. Celebrating ShakeSpeare WorkS in Brooklyn CelebratingTheatre for Shake a New AudienceSpeare • 154 Christopher Work Street,S Suite in 3D, Brooklyn New York, NY 10014 Theatre for a New Audience • 154 Christopher Street, Suite 3D, New York, NY 10014 esign and illustration by d

esign and illustration by Ph: (212) 229-2819 • F: (212) 229-2911 • www.tfana.org/capital Ph: (212) 229-2819 • F: (212) 229-2911 • www.tfana.org/capital d theatre for a new audienCe’s Capital Campaign theatre for a new audienCe’s Capital Campaign

Gala_invite.indd 1-2 12/13/07 3:00:09 PM Brochures Facade study

Signage study

Interior signage studies Louis Armstrong House Museum and Archive Identity, signage, and interior elements for a newly constructed museum

Identity Portrait (print proposal)

Exterior signage Backlit large-scale letter from Louis with a shifting color background 3-dimmensional mural for the front entry COMER YOUTH CENTER: INTERIOR SIGNAGE (REVISED) LIST OF SIGN TYPES AND SPECIFICATIONS 04.07.06

COMER YOUTH CENTER: INTERIOR SIGNAGE (REVISED) LIST OF SIGN TYPES AND SPECIFICATIONS 04.07.06 SIGN TYPE QUANTITY SPECIFICATIONS

12 SIGN TYPE QUANTITY SPECIFICATIONS A.1 5 DEDICATION

12

A.1 5 DEDICATION 11.75

Material: stainless steel Lettering: Vinyl Size: 12” x 12” Surface treatment: Paint

11.75 Reverse surface treatment: medium reflective finish on steel Edge finish: bullnose to smooth edges Material: stainless steel Lettering: Vinyl Size:Laser-cut 12” x 12” stencil Surface treatment: Paint ReverseVinyl surface lettering treatment: in WHITE medium reflective finish on steel 11 Edge finish: bullnose to smooth edges

Laser-cut stencil

Vinyl lettering in WHITE 11

A.2 34 Flat surface is painted in specified RAL colors ROOM NAME Gary Comer Youth Center Identity, wayfindingA.2 and all other34 signage, communications,Flat surface and is painted wall in specifiedmurals RAL colors ROOM NAME All letters & braille are raised 1/32” or 1/16” and stainless steel. Same finish as interior (120 grit satin). 7” 8”

All letters & braille are raised 1/32” or 1/16” and stainless steel. Same finish as interior (120 grit satin). 7” 8”

1.75” 7.75”

1.75” 7.75” All letters, braille & Symbols are raised RAL paint 1/32” or 1/16” Raised Stainless steed and stainless steel. 8” 7” Same finish as interior (120 grit satin). 1/8 x 6in Laser-cut stencil All letters, braille & Symbols are raised RALBraille paint placeholder : same color as RAL paint 1/32” or 1/16” Raised Stainless steed and stainless steel. 8” Identity 7” Same finish as interior Material: 1/8 in Stainless steel (120 grit satin). All Lettering1/8 x 6in & Laser-cut Symbol : stencilraised stainless steel Lasercut line: Front and Spine Braille placeholder : same color as RAL paint 1.75” 7.75” Size: 8” x 8” Surface treatment: RAL paint 120 grit satin ReverseMaterial: surface1/8 in Stainless treatment: steel EdgeAll Lettering finish: bullnose& Symbol to : smoothraised stainless edges steel Lasercut line: Front and Spine 1.75” 7.75” Size: 8” x 8” Surface treatment: RAL paint Reverse surface treatment: 120 grit satin Edge finish: bullnose to smooth edges

A.3 ROOM 14 Flat surface is painted in specified RAL colors NUMBER

A.3 ROOM 14 Flat surface is painted in specified RAL colors NUMBER RAL paint All numbers & braille are raised 1/32” or 1/16” Raised Stainless steed and stainless steel. Same 6” 5” finish as interior (120 grit 1/8 x 6in Laser-cut stencil satin). RALBraille paint placeholder : same color as RAL paint All numbers & braille are raised 1/32” or 1/16” Raised Stainless steed and stainless steel. Same Material: 1/8 in Stainless steel 6” 5” finish as interior (120 grit All Lettering1/8 x 6in & Laser-cut Symbol : stencilraised stainless steel 1.75” 5.75” satin). Lasercut line: Front and Spine Size: 6” xBraille 6” placeholder : same color as RAL paint

Surface treatment: RAL paint 120 grit satin ReverseMaterial: surface1/8 in Stainless treatment: steel Edge finish: bullnose to smooth edges 3-dimmensional signage specifications All Lettering & Symbol : raised stainless steel 1.75” 5.75” Lasercut line: Front and Spine Size: 6” x 6”

Surface treatment: RAL paint Reverse surface treatment: 120 grit satin Edge finish: bullnose to smooth edges

Cast scuplture with glass base for inscription of graduate names GC

YC

Gary Comer� A SHO RT BIOGRAPHY

Decorative wall

GA RY C O M E R Y O U T H C E N T E R H O M E O F T H E S O U T H S H O R E D R I L L T E AM

Brochure

3-dimmensional accordian wall; reads Spring Summer in one direction, Autumn Winter in the other Identity, communication, advertising, signage, and sculptural elements

Entry Sign

Identity (signage specification)

Kinetic bicycle study (see opposite)

3-dimmensional campus signage Stadium signage

Stadium signage details

Kinetic bicycle sculpture based on Duchamp’s rotoscopes. Wheels rotate every 15 minutes

Photographic mural outside the Jasmine restaurant adsv2-rev2 10/19/07 9:58 AM Page 2

The Emergence of Stony Brook

DAZZLING Stony Brook didn’t start as a dream. Instead, from day one, we followed an ambitious plan, setting ourselves goal after distant goal. And we reached them all, by combining tough teaching with ground-breaking research. As we grew in size, we advanced in academic prowess, until Stony Brook is now ranked in the top 2% of all the world’s universities.

New York Times Ad

Covers for course catalogs

FIFTIETH ANNIVERSARY

Identity for the 50th Anniversary

The alumni magazine These days, so many are sharing the same financial boat. All of us struggling to do the job, while beset by ever-shrinking budgets. In education, cut- backs are affecting schools from the East to the West. Just when other nations are turning out more brainpower, the United States may be falling behind. Only yesterday, the world was clamoring to get into America’s schools. We’re probably still the ‘gold standard’, but the luster is dimmed. The world is catching up, and in some cases, passing us by. At Stony Brook University, we feel the pinch that everyone else is feeling, maybe even more. Because to us, there is no larger issue than education. What else can turn out the brains to master the burgeoning technology, than use it to create more and better jobs. For each generations future, for the nation’s future, nothing comes close to the benefits of enhanced brainpower. But can we help shape those brains for the long haul, if we short-change our schools today?

Education is our best investment.

New York Times and Wall Street Journal advertising

Stony Brook University Southampton

Identity, communication, advertising, signage viewbook-rd3 8/9/07 11:45 AM Page 1

The Bigness of Small Things

THELOWLYCOD It’s shrinking population could doom 20% of the developing world. Are drag-trawlers the environmental drag? OH - UH As global warming hit rain-forests, frogs egg-pools dry up. Forever lost are cures from frog’s skins; and a 24/7 killer of mosquitoes.

MANKIND ’ SBIGGESTCROP A blend of most promising, STONY BROOK or most terrifying. SHAKESPEAREPROCLAIMED “Blow winds, rage, and crack your cheeks.” Come help us tame the tempests SOUTHAMPTON into energy.

A FRAGILE SPECK Our massive, 27,000 mile- around planet is insignificant in the boundless heavens.We’re EINSTEINWARNEDUS betting we can keep it healthy. “Lose the bee and in 4 years, Identity lose mankind. No bee, no pollination, no harvest.” (And the bee is disappearing.)

Stony Brook Southampton is a brand-new college, smart, small, and utterly revolutionary. That’s why every professor we hire, every student we accept must share our obsession with Planet Earth and its fragile environment. We’re galvanized by the hope of cures waiting to be found in ‘small things’. So let’s do it. Let’s change the world together. Join your new home on the Atlantic shore. You’re in for a life-long ride.

STONY BROOK SOUTHAMPTON The Second Most Important Main Campus Parking Decision You’ll Ever Make.

And this brand-new college on the Atlantic Ocean can help. We’re Stony Brook

STONYSouthampton BROOK STONY and weBROOK changeST O all N Y Bthe R OO rules. K And since S OUTH AMPTON S OUTHA MPTON S OUTH AMPTON State Universiwe’rety of New worried York STAT aboutE UNIVERSITY OF NEWPlanet YORK S TATEarth,E UNIVERSITY OF NEwe’reW YORK looking for Al Gore young people who share our doubts and dreams. So we erased the line separating student and Lecture faculty. Instead, you’ll be partners in inventing the Environmental Studies, diagnosing the land’s troubled harvest, and the ocean’s declining October 6 health, and seeking local (and world-wide) cures. Oddly, while working as a team, you’ll start thinking for yourself. A priceless habit. Administration Bldg B7 But we never forget why the world’s worth saving. Well, neither will you. Without even trying, you’re caught up in the sheer joy of literature at our Writer’s Conference, the thrill of timeless music, the wonder of certain paintings. And it sticks. Pleasure for the rest of your life. And as if that’s not enough, we try to make this the “greenest” campus possible.

VISIT STONYBROOK UNIVERSITY AT WWW.STONYBROOK.EDU STONY BROOK S Stony Brook University/SUNY is an affirmative action, equal opportunity educator and employer. S OUTH AMPTON S State University of New York S

New York Times Magazine advertising

Campus sign study

How to Save the Bees. (And us.)

To change your life, our world, and even the planet: STONY BROOK Enroll in Stony Brook Southampton. Visit stonybrook.edu/southampton. S OUTH AMPTON

Large scale advertising

FOUR DATES YOUR EARS WILL TREASURE SUSTA INABLE PLEA SURES MUSIC AT SOUTHAMPTON SEASON TWO, SUSTAINABLE TREASURES Saturday, July 14 Anthony Dean Griffey, Tenor

Saturday, August 4 Kristine Jepson, Mezzo-soprano

Wednesday, August 15 Liz McCartney, Broadway Cabaret

July 10 Joint Concert with PianoFest. Brahms, Liebeslieder July 17 Jazz with Joel Frahm July 24 Sylvia McNair (Crossover Cabaret) July 31 Jill Grove, mezzo-soprano

August 7 Patrick Carfizzi, bass-baritone August 14 Christine Brewer, soprano August 21 Jazz with Christopher Higgins (bass), Frank LoCrasto (piano), Greg Ritchie (drums), Rebecca Martin (vocalist) August 28 Liz McCartney, Broadway Cabaret Wednesday, August 29 Christine Goerke and Friends

THURSDAYS AT 8 PM, AVRAM THEATER

Tickets—Single performance: $35; $25 for Stony Brook University and Southampton College alumni; 7:30 PM Avram Theater $10 for students. Tickets—Four-performance series: STONY BROOK $120; $80 for Stony Brook University SOUTHAMPTON and Southampton College alumni. Order tickets online at State University of New York www.stonybrook.edu/pleasures or by calling (631) 632-8000.

$35 for single performance tickets $25 for Stony Brook University & Southampton College Alumni,$10 for students $120 for subscription tickets for the four-performance series, Stony Brook University/SUNY is an affirmative action, equal opportunity edu cator and employer. $80 for Alumni. Order tickets online at www.stonybrook.edu/pleasures or by calling (631) 632-8000. For a disability-related accommodation, call (631) 632-8000. Printed on 100% postconsumer recycled fiber. Printed with soy-based inks.

Posters for music events The Brooklyn Brewery Identity, communication, advertising, and packaging

Logo

Subway Ad campaign

Different Identities

Truck Poster Local 1 Ad NY Times_OL.pdf 2/10/09 12:57:50 PM

C

M

Y

CM Packaging

MY

CY

CMY

K

Tap handle

New York Times advertising 45623san_a_r3.qxd 7/11/07 8:58 AM Page A Seed: Schlumberger Excellence in Educational Development

Practical Identity, communication, web consultation, books, and animation Science: Remarkable Stories of Youth Meeting 21st Century Water Challenges

THE WATER BOOK

Identity

www.seed.slb.com

Brochure

Living StorieS about Living SyStemS

Connected Wisdom

by Linda Booth Sweeney, Ed.D.

Icons Children’s science book Limited edition giclee print

Animation Web consultation The Rubin Museum of Tibetan Art Identity, communication, signage, windows, sculptural elements, and advertising

Identity

Metamorphic window Exterior flags

A 17-foot copper-gilt illuminated wall based upon Tibetan cloud imagery Facade

Close up of the deconstructed logo showing the three planes. Cloud wall detail Outdoor advertising campaign

Silkscreen print series commissioned by the RMA

Patterns for printed materials Brochure Landing graphics for each floor

Copper leafed laser cut signage

Stantions

Detail The Minneapolis Institute of Arts Identity, communication, graphic guidelines and advertising templates

Original logo

Remove horizontals

Add back horizontals

Add color Kiosk advertising proposal

MINNEAPOLIS INSTITUTE

OF ARTS

New Identity Identity applied to the facade

MINNEAPOLIS INSTITUTE OF ARTS MINNEAPOLIS INSTITUTE OF ARTS MINNEAPOLIS INSTITUTE OF ARTS

MIA MEANS MY MUSEUM 2400 Third Avenue South Minneapolis, MN 55404 MINNEAPOLIS tel: 612-870-3131 fax: W INSTITUTE

OF ARTS eb: www .artsmia.or g

William Setliff Director Of Marketing www .artsmia.or MINNEAPOLIS INSTITUTE g

OF ARTS

2400 Third Avenue So. Minneapolis, MN 55404 t:612-870-3131 x123 f:612-870-3131

Identity Pattern Stationery system

MINNEAPOLIS INSTITUTE OF ARTS WWW.ARTSMIA.ORG SHOP ONLINE 24 7

MINNEAPOLIS INSTITUTE OF ARTS WWW.ARTSMIA.ORG SHOP ONLINE 24 7 MINNEAPOLIS INSTITUTE

MINNEAPOLIS INSTITUTE OF ARTS WWW.ARTSMIA.ORG SHOP ONLINE 24 7

OF ARTS MINNEAPOLIS INSTITUTE OF ARTS WWW.ARTSMIA.ORG SHOP ONLINE 24 7

MINNEAPOLIS INSTITUTE OF ARTS WWW.ARTSMIA.ORG SHOP ONLINE 24 7

Shopping bag variations Windows on the World Identity, communication, signage, menus, dishes, and sculptural interior elements

WIN• DOWS• ON THE WORLD ★ ★ ★ ★ ★ • ★ • • ★ ★ • ★ ★ • ★ • ★ ★ ★ ★ ★ ★ ★ • • • ★ ★ ★ ★

Identity Menus

Dishes

Branded wine Glass beaded wall The Rainbow Room Identity, communication, signage, menus, dishes, and sculptural interior elements

Identity

LED Rainbow wall

Rainbow Room entry lighting fixture

Oversized umbrella

Dan Daily glass wall

Menus

Dale Chihuly’s glass installation The Aurora Restaurant Identity, communication, signage, menus, dishes, lighting, interiors and sculptural interior elements

Identity

Plaster cast ceiling sculpture

Original lamp study

Interior graphics, rug, tile and lamps

Commissioned sculpture of Aurora by Jordan Steckel Three-tiered colored light system Trattoria dell’ Arte Identity, communication, signage, menus, interior design and sculptural interior elements

Identity

The green room with giant lips

Entry with nose sculpture

The Italian sushi bar

Art studio interior with faux skylight John Templeton Foundation Identity, communication, web consultation and advertising

Identity

does the free market corrode moral character? economies collapsed under their own the stakes are so high, participants in Market economies weaken this cul- continually improve their goods and contradictions, this utopian experiment these activities also learn to watch and tural conspiracy in three powerful ways. services. The free market establishes has proved to be a systematic failure. distrust one another, to conceal their Certainly. First, they introduce novelty, which We’d rather a meritocracy and creates opportunities To the Yes,other systems but… are worse. The free Citizens who had endured long years plans, to betray their friends, and — we challenges established cultural habits for better jobs for those students who market is a crucible of competition of economic, moral, and political know the rest, from Watergate to and moral verities. Second, they stir up work hard at school… that can bring out the basest in disaster were eager to get rid of them. enron. They become “characters” in individual desire in ways that can easily notMost of us are know. consumers who try ConTI nued onLI ne. Icontrary. can attest from personal experience Ito is clearr that does the ferocious competiit?- human nature. Competition is fierce, familiar stories of corporate corruption, weaken the self-discipline and moral to get the best possible deals in the that, if you try to talk about the of course, the market economy is tion of interests and passions, the Born in Somalia, Ayaan Hirsi Ali emigrated in 1992 to the and when survival is at stake, there political scandal, defrauded stockhold- obligations that make free markets market. Most of us are also moral Netherlands, where she served as a member of parliament from free market on today’s university not a perfect system. But the market’s mad rule of money, and materialism is no room for morality. But, to para- ers, and deceived voters. Let the flourish. (As the sociologistd aniel beings who try to do the right things in 2003 to 2006. She is the author of the bestseller Infideland a campuses, you will be buried in an flaws stem from the actions and as the measure of all things — in research fellow at the American Enterprise Institute. phrase Churchill, for all its flaws, buyer beware! Let the voter beware!… Bell famously argued, markets can end our communities and societies. unfor- avalanche of criticism of globalization. motivations of its human participants short, the free market, released from all the free market is still superior to all up cannibalizing their tunately, our market desires often The opposition of faculty and students rather than from its design. experience ConTI nued onLI ne. rules and governed only by the greed the other economic arrangements own moral infrastruc- conflict with our moral commitments. to the expansion of international has taught us that a free market is Michael Walzer is professor emeritus in the School of Social of the most powerful — fatally corrodes that have been tried. Science at the Institute for Advanced Study in Princeton, ture.) And third, as they So how do we cope with this conflict? markets stems largely from a sense closely associated with a free society. our souls. This is what the great Alek- At first it seems obvious New Jersey. He is a contributing editor of the new Republic, advance, market econo- All too often, we avoid it. We would It all of altruism. It proceeds from their And in free societies, people are co-editor of dissent, and the author, most recently, of sandr Solzhenitsyn thought at the mies become more rather the decisions we make as concern about social and moral issues. that a system based better able to act in concert to improve Thinking Politically. end of his life. likely to treat the yet-to- Simply put, they believe that global- entirely on self-interest their lives. Free societies afford people consumers not reflect upon our moral depends. This view was shared by the family of be-socialized child as an autonomous, The answer depends completely on ization lacks a human face. I take an would lead to the moral the opportunity to make their own characters. That way we don’t have to French thinkers of the 1930s called adult-like actor rather than as an what kind of market we are talking opposite view. Globalization, I would decay of the individual. political and social systems more make uncomfortable choices between the “non-conformists,” which included immature dependent. They often turn about and what we mean by “moral argue, leads not only to the creation If you pause momen- just. In general, these activities support the products and services we want Charles Péguy and a few others. They the pliant student of moral character.” Today’s supposedly and spread of wealth but to ethical tarily to aid your brother during your rather than corrode morality. no! And, and the ideals to which we aspire. saw commodity exchange as a source obligations into a skeptical, even “free market” could be described more outcomes and to better moral charac- struggle to reach the top — to beat For example, when the products we From a comparative historical perspec- of depersonalization. It was also the resistant peer… accurately as a “fettered” market. our ter among its participants. your competitors, to maximize earnings, want can be made most cheaply tive, we tend to define the market as well,At America’s birth, yes. most societies thesis of an entire group of Christian financial and corporate regimes fall to buy a bigger house — you will ConTI nued onLI ne. overseas, the best deals we can get in Many critics believe that globalization an all-encompassing socioeconomic were organized on the foundation of (or simply spiritualist) thinkers well short of the classic assumptions of be surpassed by those without such Kay S. Hymowitz is the William E. Simon Fellow at the the marketplace may come at the sets back social and ethical agendas, system, covering economic institutions, either a landholding aristocracy who saw in the idea of the “free market” perfect structure, perfect competition, qualms. How, in a truly free market, Institute and a contributing editor at City Journal. expense of our own such as the reduction of social relations, and culture. But when or a strong military establishment. The the death of moral values and the Her most recent book is Marriage and Caste in America: and perfect information. can there exist consideration Separate and unequal Families in a Post-Marital Age. neighbors’ jobs and child labor and poverty we analyze the relationship between American founders rejected these end of man’s faith and aspiration to for the good of one’s fellow man? wages. Great deals also In the first edition of Economics: An in poor countries the market and morality, it makes sense models and argued strenuously that a the absolute. Introductory Analysis, a textbook that despite the seemingly cruel nature of frequently come at the and the promotion of to use a narrower definition of the new society, built upon free commerce, I read during my sophomore year unregulated market forces, there are It was also — and this should put us expense of our Main gender equality and market as the rules that coordinate would both engender a higher set of at Princeton in 1948, two important ways in which they can on alert — one of the main themes of Streets — the hubs of our environmental protec- economic activities… virtues and prove safer for, and more the nobel laureate improve the well-being of society, fascism and one of the reasons the no, on communities — because we can get tion everywhere. Yet, when I examined ConTI nued onLI ne. committed to, the rule of law. Such a masses were seduced by it. “Stop lower prices at big-box retailers on the Paul Samuelson aptly these and other issues in my book, In much as darwin’s unseeing laws society would be dedicated not to Qinglian He is a Chinese economist and a former senior editor materialism!” it was proclaimed. “Put outskirts of town. As moral actors, we summed up the issue: Defense of Globalization, I found that generate the best-adapted forms of life. of the Shenzhen Legal daily. She is the author of The Inbalance. matters of morality, the free mar- the pursuit of power but to the creation “the problem with First, if moral character is valued by Pitfalls of Modernization: Thee conomic and Social an end to destructive care about the well-being of our the actual outcomes were the opposite of plenty. As Alexander Hamilton ket functions like an amplifier. By perfect competition is a society, it can be in one’s self-interest Problems of Contemporary China and The Fog of individualism and the neighbors and our communities. But of those feared… Censorship: Media Control in China. noted in Federalist #12: “The prosperity placing more wealth and resources at social atomization as consumers we eagerly seek deals what George Bernard Shaw once to practice and preach moral behavior. of commerce is now perceived and our disposal, it tends to boost and ConTI nued onLI ne. against which fascism said of Christianity: ‘the only trouble It may seem to make little sense accentuate whatever character tenden- that may undermine the living stan- Jagdish Bhagwati is University Professor of economics and acknowledged by all enlightened with it is that it’s never been tried.’ ” for a company to donate a share of presents its good, safe, dards of our neighbors and the neigh- law at Columbia University, senior fellow for international statesmen to be the most useful as well cies we already possess. The net result organic, and natural borliness of our communities. How Another nobel laureate, Joseph e. economics at the Council on Foreign Relations, and the its profits to charity when that money as the most productive source of is usually favorable. Most people author of In defense of Globalization. He writes widely could instead go to improving its communities!” In short, watch out for do we cope with this conflict?u sually Stiglitz, has been even tougher on the on public policy and international trade. of course national wealth, and has accordingly want a good life for themselves and for the rule of “generalized equivalence” by ignoring it… recent failures of the free market. competitive position. But we know become a primary object of their their families and friends, and such among human values (another term A former World Bank chief economist, that such giving can enhance a com- political cares.” Commerce would desires form a part of positive moral ConTI nued onLI ne. itCompetition does. in the market puts for the “market”), which the fascisms Stiglitz notes that the corporate pany’s image in ways that do improve distract men from previous sources of character. Markets make it possible Robert B. Reich is professor of public policy at the University people under great pressure to break of every age have found anathema. of California at Berkeley. He has published twelve books on scandals of the last several years its competitive position. In a free division and faction. Their passions for vast numbers of people, at every the ordinary rules of decent conduct public policy and has served in three national administrations, It depends. market, reputation is based on popular So then? level of society, to strive for and “involved virtually all of our accounting Free markets corrode some aspects would turn from political causes most recently as secretary of labor under President Bill Clinton. opinion, and that perception can and then to produce good reasons firms, most of our major banks, many of character while enhancing others. to market activity, and the spirit of Well, the problem is actually more achieve these common human ends. become a material benefit. for doing so. It is these rationalizations of our mutual funds, and a large Whether the result is good, on balance, cooperation necessary for free markets complicated than it seems. We can- — the endless self-deception necessary other features of the free market also proportion of our major corporations.” depends on how one envisions a good Second, if a society (or at least a would gradually attach their loyalties not — we must not — declare, as if it to meet the bottom line and still feel encourage the better angels of our His conclusion: “Markets do not lead life. Much also depends on whether majority in a society) reaches what we to the larger republic. were a definitive truth, that the market okay about it — that nature and discourage our destructive to efficient outcomes, let alone outcomes one believes other economic systems might call a state of surplus, where simply and only corrupts… nThere otis little consensusat all. on what is corrode moral character. A commercial society also would be far, impulses. People who are good at that comport with social justice”… can do better. The question can only be survival is no longer in doubt, individu- moral, let alone on what corrodes But this isn’t in itself an far better for the poor, and it would ConTI nued onLI ne. cooperating with others tend to be answered by comparing realistic als have the luxury of indulging their morality. A man of faith measures ConTI nued onLI ne. argument against the have a beneficent effect on public and Bernard-Henri Lévy, the French philosopher, has written better money-makers, for instance. alternatives and by understanding how moral character. no one would take free market. Think about personal morality. Through their more than thirty books, including They find it easier to work with fellow moral character by one’s ability to John C. Bogle is founder and former CEO of Vanguard and different systems promote divergent desperately needed food from the bestseller American Vertigo (2006) and, most recently, Left abide by the demands president of the Bogle Financial Markets Research Center. His the ways that democratic careful study of history, the founders employees, easier to communicate many books include The Little Book of Common Sense types of human character. mouth of his own child to give it to the in dark Times: A Stand Against the new Barbarism of his God. A socialist politics also corrodes moral character. had learned that a society rooted in (2008), both published by Random House. with customers, and easier to pitch a Investing and enough: True Measures of Money, Business, might measure moral and Life, which will be published this fall. It is important to avoid thinking in child of another. our giving, moral Competition for political power puts military power tended to become business plan to venture capitalists. strength by one’s dedi- terms of ideal models. In recent years instincts exist, but they are secondary people under great pressure — to shout touchy and erratic — too quick to fight The more we are rewarded for such cation to the redistribu- there has been a tendency to think to the imperative to flourish. Bounty lies at public meetings, to make prom- wars of injured pride — at great and cooperation, the more our characters tion of wealth. A liberal that free markets emerge spontane- makes charity feasible… ises they can’t keep, to take money repetitive expense to the poor. Genera- move in a cooperative direction. — by which I mean a classical, Adam ously when state interference in the ConTI nued onLI ne. from shady characters, to compromise tion after generation Yes, In a more personal sense, the free Smith or Milton Friedman liberal, not nIn fact,o. markets require moral char- economy is removed. Former world chess champion Garry Kasparov is a leader of principles that shouldn’t be compro- had seen scant progress market also allows people to realize a the pro-democracy coalition The Other Russia. He is the author a liberal in its American meaning of acter if they are to be truly free, and But free markets are not mised. All this has to be defended out of poverty, the of a book on decision-making, How Life Imitates Chess, and tooCritics rightfully often. grasp that the free range of good intentions. Markets truly free markets, in turn, promote “pro-big government” — might be simply the absence speaks to business audiences worldwide. He lives in Moscow. somehow, and moral character doesn’t Scottish philosopher market undermines the traditional, allow productive people to provide religious, and he might see the merits moral character. But free markets are of government. Markets survive the defense — at least, it doesn’t david Hume averred. local arrangements that people extraordinary service to generations of income equality, but he will always no guarantor of moral character. As depend on systems of survive intact. But these obvious Wars of honor and depend on to teach and sustain moral- of their fellow human beings: by put freedom first. This is the moral today’s cultural environment shows, law to decide what can flaws don’t constitute an argument revenge and quarrels among emperors, ity. Consider especially the experience inventing new drugs, developing framework to which I subscribe. the free market tends to heighten be traded as a commodity and what against democracy. monarchs, and barons repeatedly erased of children. They first learn morality labor-saving devices, or certain moral risks. cannot. Slavery is forbidden in modern nOver theo. past several centuries, the any small steps of progress made According to this school of thought, from their families, with whom they finding cheaper, To be sure, economic and political As a politician, I might market economies; so are blackmail world has seen the many ways in which by the poor. are most emotionally bonded. Love more efficient ways to freedom of the individual is the competition also produce cooperative seem less qualified to and child pornography. Free markets an active free market spurs material attaches children to moral conventions supply the world with highest aim, and the ultimate test of a projects of many different sorts — part- As for landed aristocracies, their courts answer this question always involve some moral constraints and social progress while at the same and arouses essential moral emotions food. The chance to person’s character is his ability to nerships, companies, parties, unions. were too given to diversions, entertain- than an economist. But of this sort, which are policed by time strengthening moral character. By like sympathy and guilt. In a preindus- become wealthy is often pursue his own chosen goals in life Within these projects, empathy, mutual ments, seductions, and decadence. as a politician, I have governments. More generally, free contrast, people who have lived under trial society, these moral habits are an incentive for such creative types, without infringing upon the freedom respect, friendship, and solidarity are even though many chivalrous barons learned a great deal in markets rely on property rights, the free market’s primary modern further reinforced by the tribe or the and ego and ambition are also of others to pursue their own goals. developed and reinforced. People learn and counts were good soldiers and the many years I’ve spent discussing which are also enforced — and often rival, the ideologically-driven planned village, as well as by religious institu- prime factors. But we should not From this perspective, free economic the give-and-take of collective delib- raised their own armies, their lives freedom, morality, and economics with created — by government… economy of state socialism, have tions and folk tales. The developing confuse these motivations with activity among individuals, corpora- eration. They stake out positions, take were idle on the whole… thousands of Americans… ConTI nued onLI ne. suffered as economic bad character… tions, and nations boosts such desir- risks, and forge alliances. All these ConTI nued onLI ne. child is surrounded by a kind of con- performance stagnated, able qualities as trust, honesty, and ConTI nued onLI ne. John Gray is emeritus professor at the London School of spiracy of moral teachers, demonstrat- processes build character. But because Michael Novak is the George Frederick Jewett Scholar in ConTI nued onLI ne. Economics. Among his recent books are False dawn: The civil society withered, hard work. Producers are compelled to Rick Santorum, a U.S. Senator from Pennsylvania from 1995 Religion, Philosophy, and Public Policy at the American ing lessons of character by word and delusions of Global Capitalism (Granta) and Black Mass: Tyler Cowen is Holbert C. Harris Professor of Economics and to 2007 and a member of the U.S. House of Representatives and morality was Enterprise Institute. His more than twenty-five books include Apocalyptic Religion and the death of utopia (Penguin). (less reliably) by deed. director of the Mercatus Center at George Mason University. from 1991 to 1995, contributes a twice-monthly column to the The Spirit ofd emocratic Capitalism and, most recently, corroded. In recent His latest book is discover Your Inner economist, and he Philadelphia Inquirer and is a senior fellow at the Ethics no one Sees God. decades, as planned blogs at www.marginalrevolution.com. and Public Policy Center in Washington, D.C.

To read these essays in their entirety, or to receive a printed version, This is The fourTh in a series of conversaTions among leading scienTisTs, scholars, and public figures abouT The “big QuesTions.” visit www.templeton.org/market To join The conversaTion, please visiT www.TempleTon.org/marKeT.

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