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Early in the year 2000, the California based branding company Lexicon,
has received an unusual commision: They have been invited to create a name
for any creative expression of our days, (art, design, fashion, architecture
etc), which is related with the landscape of the computer screen and the
new electronic technology.
Lexicon, (the creators of "Powerbook", "Embassy Suites" and "Pentium"), delivered more than one hundred terms. One of these names was Telic. Telic, a name appropriated from linguistics, means "something directed
or tending towards a goal or purpose; purposeful". For example "I
am driving to Los Angeles" is a Telic statement. "I am driving"
is not. Telos, in Greek, means "the end" or "the purpose".
Telic is Rem Koolhaas's S,M,L,XL. Telic is serious: it makes sense. People
recognize it and trust it. It is constructive: anything related with job,
is Telic. People which are busy with aesthetics but who also have jobs
and clients, are Telic. |
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