Direction for Design
 (Continued from Page 12)
Comprehensive Analysis and finally
Dynamic Synthesis, as each design
element reacts to the other and they
are put together in a satisfactory
equilibrium of interests to form a
whole. Philosophy is at work at every
stage as values are assigned, principles
invoked and discipline applied.,
 Where then does the profession
stand in the evolution I have men-
tioned? There is much cause for
optimism as we note the diversity
of good work being done. But let
me here play the cynic's role long
enough to look at some of the ugly
faces of the professional image, faces
which no amount of public relations
makeup can substantially alter. They
must be altered from within the
profession by those sensitive enough
to see, honest enough to recognize
and strong enough to act. Without
undue alliteration let me suggest at
least four of these facades behind
which we operate today.
 1. The thin-face of professional-
ism It is clear that architects are
busy, enjoying an expanding volume
of work, demanding more graduates
than the schools can supply. It is not,
however, clear that this full employ-
ment represents any growth of pro-
fessionalism. In fact, it represents an
expanding national economy and a
growing skill in salesmanship on the
part of the architect, in large part
due to effective public relations and
a strong national and local organiza-
tional effort.
 It does not, I think, represent any
real growth in public understanding
or appreciation for the Art of Archi-
tecture, which should be our unique


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contribution. This is true because
we too often compromise the art
quality of our work in order to build
it; and we compromise the truly
professional quality of our service in
order to keep the package dealer or
the marginal professional from rend-
ering it. Thus, I submit, professional-
ism is imperiled from without and
within. We cannot serve the cause
of architecture by doing a better job
than the package dealer in delivering
the same product he is capable of
delivering. Rather we serve that cause
by .delivering a superior work, recog-
nizably Art as well as building. Else
we become as he and indistinguish-
able from him; and architecture be-
comes diffused and lost in building
save for the extraordinary work of a
few men.
 What are the essentials of pro-
fessionalism to which we need give
allegiance? Perhaps they are these:
a coherent professed philosophy, a-
dedication to service above reward,
to integrity above expedience, and
to learning as a continuing necessity.
Our culture, historically recognizes
three "learned" professions, Theolo-
gy, Medicine and Law. Must we not
become the fourth?

 2. The fat-face of materialism -
I have quoted Thoreau who wrote
from Walden Pond, "he who. stood
under a tree for shelter has become
a housekeeper". The physical re-
sources available to the designer
today make it nearly inevitable that
architecture reflect our great mate-
rial wealth and development. But I
am concerned that we not create
enduring monuments to a materialist
society at the expense of our social
responsibility and in spite of our