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is a platform for parametric design in graphic design. It documents the work of students and teachers at the Department of Design at Hamburg University of Applied Sciences (HAW), who are investigating the significance of the system as a conceptual model and design method under the title “Parametric Design in Graphic Design.”

Design is less about intuitive, even ingenious “strokes of genius” and more about a holistic and rule-based (systemic and systematic) process of gaining knowledge and shaping form. It is becoming increasingly important to be able to design dynamic systems that both guide and inspire the design process.

Parametric design refers to this design in and of systems—with rules, their modes of operation, and systematic manipulability. The research project, led by Prof. Heike Grebin, is an integral part of teaching and aims to raise awareness of design as a performative process.

Play the System brings together selected study projects in which the system plays an important role as a design method – whether analog or digital. The works are created in a fruitful symbiosis of theory, design, and technology. Socially relevant issues and positions from philosophy, art, and avant-garde design from around 1900 to the present day are repeatedly discussed.

Play the System is an invitation to become aware of the systemic competence of graphic design and to gain the maturity to use the tools of digital design critically.

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Call Me

c7 / Call Me

 Hope You Like It!

c13 / Hope You Like It!

 Group Picture

c12 / Gruppenbild

 archipel.mov

c4 / archipel.mov

 [Re]Play the System

c36 / [Re]Play the System

 From Grid to Groove

c10 / From Grid to Groove

 No Human Is an Island

c20 / No Human Is an Island

 ExPo. Experiment + Position

c8 / ExPo. Experiment + Position

 Typography Basics: Other Books and So

c34 / Typografie Basis: Other Books and So

 Other Books and Code

c24 / Other Books and Code

 I Am a Museum of No Particular Type

c15 / I Am a Museum of No Particular Type

 Order of Knowledge

c23 / Ordnung des Wissens

 Move the System

c18 / Move the System

 Style System Media

c28 / Stil System Medien

 Type Out Loud 2.0

c32 / Type Out Loud 2.0

 Annoying Toolkit

c2 / Annoying Toolkit

 [Dis]Play the System

c35 / [Dis]Play the System

 Authority for Design

c5 / Behörde für Design

 Annoying, Too Loud, Too Messy

c1 / Annoying, Too Loud, Too Messy

 Rage=

c26 / Wut=

 Listen to the Choir

c17 / Listen to the Choir

 On Becoming a Filter

c22 / On Becoming a Filter

 Style System Methods 2.0

c30 / Stil System Methoden 2.0

 KiSS. Kinetics in Sound and Space

c16 / KiSS. Kinetics in Sound and Space

 Fashion + Graphics

c9 / Mode + Grafik

 Moving Poster

c19 / Moving Poster

 Politics in Motion

c25 / Politics in Motion

 Baroque Revisited

c6 / Baroque Revisited

 Not Now! Magazine

c21 / Nicht Jetzt! Magazin

 Typography Basics: Conflict of Modernity

c33 / Typografie Basis: Streit der Moderne

 Graduation Projects

c11 / Abschlussarbeiten

 Type Out Loud 1.0

c31 / Type Out Loud 1.0

 Humboldt Cosmos

c14 / Humboldt-Kosmos

 Annual Exhibition. Visual Identity

c3 / Rundgang. Erscheinungsbild

 Stilvorlagen. A Lecture Series on Design and Society

c27 / Stilvorlagen. Eine Vortragsreihe zur Design und Gesellschaft

 Style System Methods 1.0

c29 / Stil System Methoden 1.0