Dowling Duncan and redesigning the American Dollar:
Why the size?
We have kept the width the same as the existing dollars. However we have changed the size of the note so that the one dollar is shorter and the 100 dollar is the longest. When stacked on top of each other it is easy to see how much money you have. It also makes it easier for the visually impaired to distinguish between notes.
Why a vertical format?
When we researched how notes are used we realized people tend to handle and deal with money vertically rather than horizontally. You tend to hold a wallet or purse vertically when searching for notes. The majority of people hand over notes vertically when making purchases. All machines accept notes vertically. Therefore a vertical note makes more sense.
Why different colors?
It’s one of the strongest ways graphically to distinguish one note from another.
Why these designs?
We wanted a concept behind the imagery so that the image directly relates to the value of each note. We also wanted the notes to be educational, not only for those living in America but visitors as well. Each note uses a black and white image depicting a particular aspect of American history and culture. They are then overprinted with informational graphics or a pattern relating to that particular image.
$1 – The first African American president
$5 – The five biggest native American tribes
$10 – The bill of rights, the first 10 amendments to the US Constitution
$20 – 20th Century America
$50 – The 50 States of America
$100 – The first 100 days of President Franklin Roosevelt. During this time he led the congress to pass more important legislations than most presidents pass in their entire term. This helped fight the economic crises at the time of the great depression. Ever since, every new president has been judged on how well they have done during the first 100 days of their term.
There once was a young boy with a very bad temper. The boy’s father wanted to teach him a lesson, so he gave him a bag of nails and told him that every time he lost his temper he must hammer a nail into their wooden fence.
On the first day of this lesson, the little boy had driven 37 nails into the fence. He was really mad!
Over the course of the next few weeks, the little boy began to control his temper, so the number of nails that were hammered into the fence dramatically decreased.
It wasn’t long before the little boy discovered it was easier to hold his temper than to drive those nails into the fence.
Then, the day finally came when the little boy didn’t lose his temper even once, and he became so proud of himself, he couldn’t wait to tell his father.
Pleased, his father suggested that he now pull out one nail for each day that he could hold his temper.
Several weeks went by and the day finally came when the young boy was able to tell his father that all the nails were gone.
Very gently, the father took his son by the hand and led him to the fence.
“You have done very well, my son,” he smiled, “but look at the holes in the fence. The fence will never be the same.”
The little boy listened carefully as his father continued to speak.
“When you say things in anger, they leave permanent scars just like these. And no matter how many times you say you’re sorry, the wounds will still be there.”