This challenge comes from an old work friend, Richie Tanaka (who will be joining our ranks soon, right?), via our very own Stephen Bramwell. Thanks guys.

Back in February Core77 posted this article. RKS, a California-based design consultancy (whatever that is), decided to create a brand surrounding the phrase “Designed in the USA.” Here is what the article said about it.

There is no doubt that American design is currently experiencing a renaissance of sorts—”From Apple to Zipcar, creative design is at the heart of entrepreneurial success in the USA,” explains Bill Moggridge, Director, Smithsonian/Cooper-Hewitt National Design Museum. As Ravi K. Sawhney, CEO of RKS explains, “Better branding our design community is one simple but powerful step to make our voice and value better known. I hope the creation and use of this brand will be a catalyst for a broader emergence of recognition, pride and optimism for the incredible things designers are creating every day in America because of our diversity, ingenuity and spirit.”

I think that this is a very interesting idea and could really be great for design and our great country. Unfortunately, this is what RKS came up with:

So, your challenge is to simply to do it better. Keep in mind that this will need to be molded into plastic, printed on paper and woven into fabric. It needs to be simple and instantly clear. Go ahead and post your thoughts as they come, but try and have it done by mid-June.

Good luck.