In 1988, Neville Brody created this advertisement for Nike, “Just Bounce It”. Forays into “ugly” art are not only for conceptual artists; this exploration is present in advertisements as well. He was, unsurprisingly, inspired heavily by Punk styles and used this to add a dynamic feeling to his designs. He wanted to express more than just words with his experimental type, and he wanted his audience to be active viewers. Of course there were, as there always is, people who thought his work was an outrage to design, but it can be argued that an equal amount of people saw it as revolutionary. Again, it recalls the same argument of meaning within content; he had a vision for how he wanted his audience to react to his work, and that is why it looks how it does. It’s interesting because he was designing on the cusp of what would become a hugely visual and digital age, and he was aware of this. He was also using popular culture to deliver these messages to the masses. Challenging design conventions in a Nike ad is, in my humble opinion, brilliant, because this was seen by the large general public. He introduced this method to those who aren’t like us, looking at and thinking about and exposing ourselves purposefully to design. And what better of a brand to experiment with this sort of dynamic work with? Nike is a brand surrounding sports, activity, movement. It makes perfect sense to marry its message with these experiments in dynamic type. This is a perfect example, as well, of flawed human design. A computer could not regenerate this. Machines cannot replicate chaos. It is something that is uniquely human. These flaws, it is what differentiates us from our machines, it gives us depth and interest. Flawed human design is always interesting to look at because it is clear a person made this, and that person’s hand and decisions are there on the page. Someone cared about making this design, someone put their heart into it. It’s better and more meaningful than any computer generated design. How could it be ugly?