You may not have heard of the name Rajie Cook before, but you have definitely seen his work virtually everywhere. Or perhaps you know him as Roger (his fourth grade teacher prompted him to change his name as it was too difficult to pronounce). Whatever the case, the late Palestinian graphic designer, artist, and peace activist is the brainchild behind some of the world’s most ubiquitous symbols. From the pictograms designating men and women’s bathrooms, non-smoking areas, and where the nearest parking lot is, the Palestinian-American immigrant often joked that museum goers were more likely to encounter his artwork than a portrait by Matisse or a landscape by Van Gogh. And he wasn’t entirely wrong— Cook’s pictograms are visible anywhere there is an elevator, a restroom, or an escalator.
Created alongside long-time associate Don Shanosky, the duo is behind one of our civilization’s most recognized characters. Introduced in the early 1970s, their work has become ingrained in our daily lives as it plays a crucial role in conveying essential information without using words. In 1974, Cook and Shonsky Associates were commissioned by the United State’s Department of Transportation to create a standardized and comprehensive set of pictures that would enhance public safety, facilitate navigation outdoors, and become a universally understood language that requires no kind or form of lettering. Drawing inspiration from locations frequently passed by tourists such as airports, train stations, and hotels, the duo developed a list of 34 images that are both legible and as immune as possible to vandalism. Complemented by 16 other pictures in 1979— which brought the total count to 50— their collection of public symbols is still used to this day, and yet to have found any other efficient substitutes so far.
Pivotal in helping us navigate public spaces, these minimalist drawings of a cigarette in a circle with a red line through it, the fork and spoon indicating a restaurant, or a plane to signify the airport have made their way into the collective consciousness of almost everybody as they seamlessly guide us through various situations and environments in an era where information overload is the norm and where clarity is rare. Whether it is to warn us of potential hazards, indicate where the nearest emergency exit is, or whether the escalator is going up or down, beyond its utilitarian purposes, this silent language of symbols has passed the test of time and is showing no signs of disappearing anytime soon.
Requiring no alphabet, symbols can take on the role of language, serving as a concise way of expression that can swiftly be understood by any individual regardless of their background. Arguably the main means through which people could communicate since the dawn of time, pictography is still alive and well today. From pre-historic petroglyphs to Ancient Egypt’s hieroglyphs, historically, each era has had its own method of visual communication to record day-to-day life and expressions. Modern day civilization has also developed its own system of simplified images to converse. Whilst many would immediately think of emojis as the modern manifestation of this trend, we are referring to Cook’s 1974 DOT pictograms. Cook’s graphic design and photography have also been used by renowned international companies like IBM, AT&T, Volvo, Subaro, Black & Decker, and more.
Born into a Palestinian-Christian family in 1930 in Newark, New Jersey, Cook is widely labeled a pioneer in his field of expertise. The recipient of the Presidential Award for Design Excellence by US President Ronald Reagan in 1984 in recognition of the creation of the iconic public symbols, the late graphic designer was also recognized for his activism, often using his art to shed light on his Palestinian roots. Deeply concerned by human rights as well as the situation in his homeland, much of his work— which strayed away from typography— mirrors the anguish and questions that flared during the time he spent serving on the Task Force for the Middle East— an initiative sponsored by the Presbyterian Church, which aims at empowering the leaders of tomorrow in the embattled parcel of land. Though he passed away at the age of 90 in 2021, his spirit continues to live on through the enduring legacy he left behind.
