Kenosha News from Kenosha, Wisconsin • 32

lf You've probably seen Parkside'sbump-er sticker The "password" to Parkside's parking lots it contains the most well-known element of the new university's com plete graphic design program Featuring the Parkside mark or "logo" the stickers are a fahvitta flight on area roadways at drive-in theaters and in supermarket parking lots as well as on campus The mark derives from two symbols the anagram UW and the tree forms on campus The symbols have been imposed on each other to create the mark which is the unique identification of Parkside Created by Charles Reay graphic design consultant to the architectural firm of Hellmuth Obata and Kassabaum the total graphics program is more than just the single mark which gives it unity The program includes design of all campus publications signs letterheads room numbers directional signs sports uniforms even vehicular identification When Reay first presented his design it drew a mixed reaction Some thought it "too far out" A few whimsical students it "sticks and leaves" Now however virtually all agree that it well serves its role: to provide instant visual identification of the new institution Gyo Obata master architect for the Parkside campus Hellmuth Obata Kassabaum Master architects ARKSIDE'S initial two as well as the $8 million Library-Learning Center to be constructed in the next biennium are designs of the award-winning St Louis-based architectural firm of Hellmuth Obata and Kassabaum Inc HOK also is responsible for the campus master plan which will guide the institution's development to a potential student population of 25000 More than a blueprint for buildings the plan provides both for systematic campus development of buildings and roads and preservation of the natural areas surrounding them HOK's principal in charge of design Gyo Obata is the architect of Greenquist and Tallent Halls the two completed Parkside buildings as well as of the planned Library-Learning Center Obata's philosophy of architecture readily illustrated in Greenquist and Tallent Halls and in the Library-Learning Center plans is that design should be evolved directly from the requirements of a building and the exterior form should express the use and character of the structure at the same time complementing and respecting the environment Each project a challenge Each project he feels should be approached as a fresh challenge its design to be based on a careful study of the client's particular needs and the special conditions of the site Since 1955 Obata's designs have won 24 awards and have ap--peared in 12 exhibitions including the Moscow World's Fair His major projects include the National Air and Space Museum of the Smithsonian institution in Washington DC the Southern Illinois University Campus at Edwardsville the United States Embassy in El Salvador McDonnell Planetarium in St Louis and office buildings for CBS Ralston-Purina and Squibb Co Obata received a bachelor of science degree in architecture from Washington University in St Louis He also studied as a scholarship student under Eliel Saarinen at the Cranbrook Academy of Art Bloomfield Hills Mich where he was awarded the degree of master- of architecture in civic design Impressive architectural credentials The other principals in the firm George Hellmuth and George Kassabaum also are leaders in their fields Kassabaum in charge of production and construction services is president of the -American Institute of Architects (AIA) He and members of his staff have developed new cost control and free-hand production drawing systems which have been published in the Journal of the AIA Hellmuth in charge of management is a frequent lecturer at the American Management Association seminars on management of professional organizations The firms projects for institutions of higher education include master plans andor campus buildings at Stanford Cornell Washington University the University of Missouri the University of Wyoming University of the West Indies Ohio Northern University and Mississippi Slate College for Women in addition to the Edwardsville project Structural engineering for the HOK-designed buildings at Parkside has been the project of LeMessurier Associates Inc of Boston one of the largest consulting engineering firms in the country and among the nation leading exponents of the use of modern methods and materials in construction Parkside's interior graphics are both functional and decorative In the lower photo part-time student Joyce Cooper fulfills her secretarial duties Page 10 The University of Parkside.