corporate years

The need to prove his theories in the field pushed Dan Friedman to break new ground and take a job with a design studio. He was offered a senior position in Anspach Grossman Portugal to work on the Citibank rebranding and moved to New York. Friedman created a corporate identity that employed all his typography knowledge and talent. Four years later he joined Pentagram where he continued to work on branding, packaging and letterheads.

we should return to a belief in a radical spirit—the idea that design is something that can help improve society and people’s condition. —dan friedman


A multicolored folding screen

Bagatelle, 1992. Produced in Milan.

radical modernism

At the beginning of 80’s, Dan Friedman realized that designers’ contribution to society can be much broader than following narrow commercial agenda. As a reaction, he became more interested in art and decided to return to private practice. The hybrid body of works he referred to as “Radical Modernism” was re-exploring idealistic Modernist roots that got lost halfway through. While most designers’ work eventually ends up in the trash, Friedman was collecting items found on streets to transform them into new objects, including furniture, art pieces and installations.

 

Strategic Orbital Simulator, 1989. Collection of Ken Friedman. © Joe Coscia, Jr.

Strategic Orbital Simulator. A hybrid between a racing car and a space rocket
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