The Principals Office

new-principals

Design is more or less an invented field. If you think about it, anyone could be a designer, you just gotta invent some stuff. Could be a radio-controlled toilet paper dispenser (patent-pending) or it could be as simple as some new bullshit phrase people like to say. For the lucky few, coining a phrase is the breakthrough moment in an otherwise mediocre career,  the jewel in the crown of their wikipedia bio. For instance, a person like Sara Driver, consequential only for nailing Jim Jarmusch, invents the phrase “necro-tourism” and 10 years later BAM! She’s being written about in The Principals Office.

Being useful is not a requirement for an invented word (although nary a day goes by without someone finding a use for “necro-tourism” in our studio). Counter-intuitively it’s an invented word’s useless-ness that is key. Case in point, the mother of all invented words: Guesstimate. A word so useless it’s practially begging to be called into The Principals Office.  Well you’ve got your wish Guesstimate, you’ve been called in, report!

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Invented in 1934 by statisticians who refused to choose between “guess” and “estimate”, Guesstimate is the pinnacle of invented word fecktitude (the state or essence of being feckless). Wikipedia defines a Guesstimate as, “an estimate made without complete or adequate information,” which could also be the premise of making a guess, or the basis for performing an estimate, and before you know it you’re in the invented word vortex, drowning in the intellectual abyss where every word is the same, a synonym of itself, or same-onym of a guesstimate.

Grade: incomplete: impossible to determine, insufficient information.

The Principals are a Brooklyn-based interactive design studio 

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