Identity and collateral for the annual national conference. The title of the conference Natural Artifice was developed by creative directors Angelo Candalepas, Andrew Scott and David Neustein. The following is an overview of Natural Artifice:

Human life is essentially artificial through natural means. The advancement of capabilities in human activity, technology is based on the observation of nature. Conversely, the experience of nature is mediated by technology. This artifice is intrinsic in all encounters with nature.

Today we struggle to define the boundaries of what we consider to be natural. In Western society, the philosophical framing of the natural world occurred during the technological extreme of the Industrial Revolution. However, long before the advent of engines and light bulbs, we had already invented gods to control the weather.

In every generation, technology can be seen to deceive. It is recurrently presented as an ‘end in itself’. We see that the present state of technology includes an abundance of structural, communicational and therefore design capabilities. This too is often seen as a means in itself.

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