New Mythologies in Design and Culture

self-and-identity

• McDonald's distinctive bright yellow logo formed of two parabolic arches—one of the most familiar and ubiquitous signs in the United States, if not around the globe.

  NMDC-RC-036

• The CBS Eyemark insinuates the continued centrality of vision and privileging of visual information as the most important form of communication.

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erotic-as-power

• The electronic device is a ritual object of power that enables a child to form his or her own individual identity, distinct from his parents.

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• If one cuts little windows in the cardboard butter package and folds it strategically, the maiden's knees transform, erotically, into that of bare breasts.

  NMDC-RC-093

ambition-and-status

• The mythically named Armstrong survived cancer and won the Tour de France seven times in a row—before the myth collapsed entirely.

  NMDC-RC-188

• Olympic runner Steve Prefontaine was hired as Nike's first athlete-spokesperson, setting a trend that would come to define the brand's mythic ambition.

  NMDC-RC-179