The theme I have decided to explore in my design project is a term I first heard from my friend who interned at Goldman Sachs over the summer break. He told me that the human resources department at the multinational company wasn't called the usual "HR," but instead "human capital."
How rational, economical, and ultimately dehumanizing...
I am especially keen on "human capital" as a concept because it floats in between the hyper-rationality of economic means and the unpredictability of human nature. To use a more a formal, twenty-first century definition of the term—courtesy of the Internet's Merriam Webster, Wikipedia—
"Human capital is the stock of competences, knowledge and personality attributes embodied in the ability to perform labor so as to produce economic value."
I have applied this idea of “human capital” to graphic design by pairing rational design with satirical and over the top content about human capital. Rational design means all the elements follow and are aligned to a grid and that a consistent san serif type face and color palette is used across all projects. The style is influenced by the propaganda style of the early modernist era. These early propagandistic messages were effectively concise orders to the general population, but utilized more abstract iconic imagery then realistic imagery used in later propaganda work. The content of the design primarily focuses on measuring one’s education as a human capital expenditure and urging people to reconsider their higher education