Rebranding Teachers

Friday, January 20, 2012

Deroy Peraza, principal and creative director at Hyperakt, and Kurt Andersen, host of Studio 360, talk about working together to rebrand teachers.


Kurt Andersen and Deroy Peraza

Comments [13]

Jon R from BK

Commenters here are a fine example of what's broken with the education system. Everyone (qualified or not) feels the need to criticize and complain without ever offering a solution. Each with their own agenda, not focused on the task at hand. These designers tried to actually be a problem solver and help. What they get is derision for not fixing the entire broken system. The education system is in need of more bright professional's attention, from all fields. This will not happen if those who care about the issue dont support others who try to start a conversation. This design may not fix all the issues, but I admire the attempt and hard work and am thankful that professionals are beginning to think creatively about ways to solve a problem so important to our nation, our children and our future.

Jan. 20 2012 01:33 PM
John from NYC

Well, we can tell that Hazel is dedicated to protecting the status quo, which is so bad, it defies description. There are weak practioners in engineering, architecture, and medicine, BUT NO WHERE NEAR WHAT WE GET IN TEACHING. Why the difference ??????

Jan. 20 2012 12:09 PM

@John from NYC

Some of your ideas are good. But many teachers already have Masters (many people have Masters) and it just does not correlate to intelligence or effectiveness. At this point, colleges charge so much money that pretty much anyone who pays passes. I've been in graduate education classes - most people were motivated and intelligent, but a few were complete dumbbells.

Teachers already are professionals - they just get treated like factory workers.

Step 2 is already a requirement for middle and high school.

Why are you comparing architects to teachers? Social workers and librarians are comparable fields - both require a lot of education and pay very little. Successful architects make tons of money.

Your idea that Bill Gates and Mark Zuckerberg should funding public education is not a good idea, to be polite about it. Gates is already busy undermining the public school system by funding charter schools all over the country. When Bill Gates puts his kids in one of his schools, I'd have more respect for his interference. And Mark Zuckerberg gave facebook stock to Newark to burnish his own image after the Social Network revealed what a callow little jerk he is. Keep billionaires money out of our public schools - unless they are willing to send their kids.

Jan. 20 2012 11:28 AM
John A.

Let's put it this way, Chuzz, Kurt is doing something useful for society for a change rather than just bathing us in entertainment.

Jan. 20 2012 11:10 AM
bob from ny

I've been a teacher and a designer. This is a top down design. Too slick, too sterile. Yes, teaching is about inspiration but where is the inspiration of students in this design? If we have learned anything from the movement towards the teacher centered/standardization of education (which is taking the joy of learning out of the classroom) is the importance of responding to the ideas that students generate themselves. Using student input into this re-branding project would have sent a much better message about what quality teaching is all about.

Jan. 20 2012 11:08 AM
Martin Chuzzlewit from Manhattan

Oh, this psychobabble is too painful....please stop !!!!!
News and weather, please.

Jan. 20 2012 10:58 AM
Martin Chuzzlewit from Manhattan


How about just brains.


How about competent.

What drivel.

Jan. 20 2012 10:55 AM
amanda from manhattan

Is the rebrand intended to pull up the current branding to the current state of teaching/education or is the idea to have the branding lead us to the sort of teaching/education that we want more of?

Jan. 20 2012 10:54 AM
Lisa from south orange, NJ

I agree with the previous comment about upping the professionalism of teachers. I'm the daughter of teachers, married to one, have been one in various forms. We do need to be evaluated, The union needs to back off and trust that evaluation can be fair. In the same way we drive down the streets and trust that others coming the other way aren't going to cross the yellow line, we (unions, teachers, parents) have to trust that evaluation, overall, can be fair.

And teachers have to stop being the lone scapegoat for education's failures. It takes a village. In failing schools, it's 99% a broken home. Schools can only feed a garden that was planted with care.

Jan. 20 2012 10:50 AM
Jay F.

John from NYC... Thank you for that.
Also, not everyone is meant for college. It seems like 4 more years of high school. So, create apprenticeships and vocational schools for students who don't belong in college.

Jan. 20 2012 10:49 AM
Martin Chuzzlewit from Manhattan

What nonsense!!
Don't improve teaching from its fallen perch.....not very likely in the current presence of the powerful union....instead improve the public relations image.

The education schools, Columbia indeed among the worst, are turning out politicized mediocrity. We have allowed “education majors” to become the wastebasket of students who couldn’t or didn’t master something more difficult. No problem…..just hire groups to rebrand them with happy talk newspeak.

Jan. 20 2012 10:49 AM
manny from brooklyn

A lot of white washing with the design, and nothing that touches on the horrific nature of education in our country.

Jan. 20 2012 10:45 AM
John from NYC

How about teachers becoming PROFESSIONALS. You know, like engineers, doctors, architects, etc.

The truth that no one want to say is that today the weakest students go to education schools, and these schools are JOKES.

What it would take for teachers to be PROFESSIONALS.

Step 1. Attend a rigorous college and do well.

Step 2. Get into a rigorous graduate school, do well, and get a masters degree in the field one intends to teach – math if one is to be a math teach, biology if one is to be a biology teacher, English is one is to be an English teacher.

Step 3. Take and pass a rigorous licensing exam – you know, like one that less than half pass the first time around.

Step 4. Do internships and take post grad programs.

Step 5. Once in a job, take continuing ed courses every year for ones entire career.

Step 6. Be continually evaluated by peers.

And don’t tell me that –
- Teacher pay is too low to do this. Architects make a LOT LESS than do NYC teachers. People to things because they LOVE IT.

- People of such caliber that they could do all this do not go into teaching. Teach for American proves otherwise.

The best do not go into teaching, and those that do leave teaching, because they have to work in a system that has weak colleagues and weak administrators. They best leave because they cannot work with IDIOTS.

How to get this started? Suppose Bill Gates and Mark Zuckerberg (who gave $100 million to the Newark NJ schools – what has been the result of that??????? ) were to start a program that awarded people who do this the title MASTER TEACHER. That all you would have to do.

Then parents in at various schools would start asking – “Hey, how come we done have any Master Teachers at our school?”

- Nope – never gonna happen – all of this would be threat to a certain union which has bought the political system.

(In full disclosure, I am a member of that union. I am also a teacher -- 40 years in a college teaching architectural history, and I am also an architect, so I know a bit about being a professional, and a bit about how low that pay is for many professionals.)

Apologies for how long this is.

Jan. 20 2012 10:31 AM

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