An effort to “rebrand” teaching as an activity of connecting the dots. The purpose is to displace the old, tired (or, in their words: “borderline infantilizing”) tropes & icons that represent teachers & teaching (what one person called “apple crapple”): ABCs, 123s, chalkboards, pencils, apples, one-room school houses, etc.
Do a Google image search of the word “teacher” or “teaching” & I bet you 25 bucks the first 25 images will include one of these worn-out symbols. Perhaps I’m guilty of perpetuating these same tropes; after all, the image at the head of my blog here is a photo of dry-erase markers—a 21st Century version of chalk.
Anyway, this redesign is exciting to me because it conveys teaching as sophisticated & educated. The image of “connecting the dots” represents learning as a process of creating relationships between ideas, people & objects.
Here’s how Fast Company describes it: http://www.fastcodesign.com/1668933/could-a-rebranding-help-give-teachers-the-prestige-they-deserve
Studio 360’s video explains why they settled on the design they chose & what its various elements represent: http://www.studio360.org/2012/jan/20/teacher-redesign-revealed/
Hyperakt, who created the visual vocabulary of the redesign, explains their work here: http://hyperakt.com/work-detail/293
Hyperakt also has downloadable artwork & other explanations here: http://inspireteachers.org/
I also want to add that the “apple crapple” includes not only outdated visual icons (the apples, ABCs, etc.) but also outdated & simplistic arguments & ideologies that enter the discourse whenever American education is debated: need for reform, bad teachers, government interference, negative effect of unions, etc.