New Visual Language Research & Development

AADAM LAMBAT NEW VISUAL LANGUAGE

RESEARCH & DEVELOPMENT

BRIEF Submit design proposal for new graphic design publication entitled, New Visual Language. The first issue will focus on form follows function - an exploration of Modernism and Post modernism.

Magazine Design:

Should produce:

- Submit design proposals for a new graphic design publication entitled, New Visual Language. The first issue will focus on Form follows function - an exploration of Modernism and Post Modernism.

-Masthead

- Visual work should be an expression of a movement (modernsim or post modernism or both) and not a pastiche.

- Submit edited versions of City in Flux, Earth Artifact and Type Transcription work (“Like a crumble trail”).

-Cover Design -Contents Page -Inner Page/s Masthead: New Visual Language

- Body of original visual research based upon Modernism/ Post Modernism -Evidence of thumbnail visuals and design layouts -Evidence of grid, layout, type and image selection and experimentation -Evidence of multiple selections and design refienment

Sub Heading: Form Follows Function an exploration of Modernism and Post Modernism

-Masthead

Issue 1: ‘Date’

-Inner page

Size: A4 or A3 Portrait

This magazine will encapsulate edited picks which has been produced throughout the year.

-Broadsheet cover

“Perfection is achieved, not when there is nothing left to add, but when there is nothing left to remove�

Antione de Saint-Exupery

RESEA

ARCH

MODERNISM Modernist Designers and architects rejected the old style of designing based on the natural form and materials. They believed the modern designs should symbolise the new 21st century. Groups were made for the modernist principles like, de stijl, Bauhaus, constructivism etc. The main style of modernism is “Form follows Function�.

POST-MODERNISM Post-Modernism is used to criticize the functionalism of modernism movement and to describe the electric new design styles being developed by a whole range contemporary architects and designers.

The term post modernism means “after modernism� as the design style is used in a concept way and a deconstructive way. This new design style expresses the design more in a form over function way.

MODERNISM VS POST-MODERNISM When I think of modernism, I think of cutting edge, new, fresh, and original…

When I think of post-modernism, I think of all these things, but with also an added element of irony and/or deeper meaning such as a radical political statement, deconstruction of historical benchmarks, or socio-economic commentary, not that modernism can’t contain these things, but I believe it’s more pronounced in post-modernism.

Bauhaus

De stijl

Cubism

Constructivism

Fauvism

Expressionism

Surrealism Futurism

Impressionism

Surrealism

Magazine Research Professional Contents Cover Existing Inner Pages

NEW VISUAL Masthead Research Existing Designs

Requirements Contents Inner Pages Masthead Thumbnails

Modernism Research Artists Magazine

LANGUAGE

s

Post Modernism Research Magazine Artists

NEVILLE BRODY Neville Brody is an international designer, typographer, art director and brand strategist. He is famous for his work in the 1990s, as his work portfolio is inspired by post-modernist designs. Although he is an post modern designer, he states that his work was also influenced by the art movement Dada, Futurism and Constructivism. As looking at his work Dada movement was heavily used for his design for an electric design.

Furthermore as he is mainly known for his typography Brody spent much of his career as a magazine designer and editor. His vision was that people don’t read in straight lines from start to finish. This is something he reflected in his work and by gaining an understanding of his concept and by using contrast of shapes, font and images mixed in his work.

Post-Modernism

THEO VAN DOESBURG Theo van Doesburg as a Dutch artist, who practiced painting, writing, poetry and architecture. He is best known as the founder and leader of De Stijl. From 1912 onwards, he supported his works by writing for magazines. Although he considered himself to be a modern painter at that time, his early work is in line with the Amsterdam Impressionists. Theo van Doesburg made a huge contribution to the intellectual development of Modernism and was one of the most energetic thinkers of the period. His ideas had made a big impact and his theories were carried into the next decade by younger designers.

Modernism

EDWARD MCKNIGHT KAUFFER Edward McKnight Kauffer began his professional life as a painter, but became one of Britain’s best known inter-war designers. He embraced commercial design not just as a way of making money but as an important art form in its own right. Uses modern art to address a popular audience.

Post-Modernism

EL LISSITZKY El Lissitszky a russian artist, designer, photographer, typographer and an architect. Lissitzky career genrally influenced Bauhaus and constructivism movements. He experimented on production techinques and stylistic devices , as Designed books and periodicals with radical innovations in typography and photomontage. In his early years he developed a style of painting in which he used abstract geometric shapes, which he referred to as “prouns�, to define the spatial relationships of his compositions.

Modernism

ARMIN HOFMAN Armin Hofmann is a Swiss graphic designer as his teaching methods were unorthodox and broad based, as he was setting new standards taht became widely known in design. He created a body of work enormously varied - books, exhibitions, stage sets, logotypes, symbols, typography, posters, sign systems, and environmental graphics.

Post-Modernism

DAVID CARSON David Carson is an American graphic designer, who is best known for his innovative magazine design and the use of experimental typography. One of his famous art work was the Ray Gun magazine, in which he implemented much of his typographic layout style. Carson started experimenting with graphic design during the mid 1980s. Not only a designer, in 1989 he has qualified as the 9th best surfer in the world. His interest in the world of surfing gave him the opportunities to experiment with design, working on several different publications related to the profession.

Post-Modernism

MAX BILL Max

Bill

designer,

was

a

industrial

Swiss

architect,

designer

and

artist, graphic

painter,

typeface

designer.

After

working on graphic designs for the few modern buildings being constructed, he built his first work, his own house and studio

Post-Modernism

RICK POYNOR Rick Poynor is a British writer on design, graphic design, typography, and visual culture. After finding eye magazine he focused increasingly on visual communication.

Poynor’s writing

encompasses both cultural criticism and design history, and his books break down into three categories. He wrote several monographs about significant British figures in the arts and design

Modernism

MAX MIEDINGER Max Meidinger is a Swiss typeface designer. He was famous for creating the Neue Haas Grotesk typeface in 1957 that was renamed Helvetica in 1960. He followed his career as being a typographer in the advertising department.

Modernism

WIM CROUWEL Wim Crouwel is a Dutch graphic designer , type designer and a typographer. He was influenced to the Bauhaus ideas; the swiss-inspired international style. He was fascinated by Bauhaus typography. Crouwel works quite constructive; constructs type, and works on grids. Crouwel is a modernist and impressed by a typeface like Helvetica as it is a more neutral than any other typeface.

Modernism

PROFEESIONAL MAGAZINE DESIGNS

MAGAZINE DESIGNS Magazine designs and layout are a big part of creating magazine as the layout shows how the whole text and image will be placed.

visually the layout needs to look good and appealing

in order for the whole content of the magazine to stand out.

Existing layout of magazines was researched, in order to give me guidelines and inspiration of how i could design my magazine.

COVER DESIGNS Cover designs of the magazine was researched in order to give me inspiration on how other professionals have designed there front cover of the magazine. By this it would allow me and give guidelines on how i could create the font cover for my New Visual Language magazine.

MASTHEAD DESIGNS I will be creating and developing my own masthead design for my magazine, which will have the title “New Visual Language�.

Here are existing mastheads designed for existing magazines.

THE GRID SYSTEM The Grid System is a rigid framework that was purposefully made to help graphic designers in the organized and logical information on the page. A group of typographical literature began to build a rigid and coherent system for page layouts.

THE SWISS STYLE The Swiss Style is a graphic design style emerged from Russia, Netherland and Germany but developed in Switzerland. This kind of style is also known as International Typographic Style. With attention to precision, detail, craft skills, technical training, a high standard of printing as well as clearly polished lettering typography layouts.

DEVELO

OPMENT

MASTHEAD DEVELOPMENT Here i have created different kind of mastheads, which i designed on illustrator using a pen tool. i tried different fonts, as-well as manipulating those fonts. Furthermore i incorporated the New Visual Language masthead from this brief into other logos that i found by researching, for e.g. the “New York Yankees logo�.

new visual

v

N l

new new visual visual language

New Visual Langauge

New Visual Lanugage

vL

New Visual Langauge

new visual language

MASTHEAD DEVELOPMENT I chose a masthead which i could develop on and design it more further. I tried different the

design

and

different

letting

style which would go with of

the

NVL

Masthead.

New Visual

NEW VISUAL NVL LANGUAGE

NEW VISUAL LANGUAGE

NVL

Language

New Visual Language

New Visual Language

New Visual Language

FINAL MASTHEAD I added the circle onto my final masthead design and tried different colour schemes, in order to see which is the best colour for the logo.

After the chosen colour i tried a drop shadow onto the masthead, to make it look more effective.

THUMBNAIL DESIGNS When creating my cover, contents and inner pages, i first tried out initial thumbnail designs in order to give me a brief understanding on how my final magazine would look like.

COVER DESIGNS Different cover designs were produced in order to give me a visual understanding of how my end Magazine cover will be established.

I did experiments on artists designs onto my own New Visual Cover Design, which would give me a feel on how the designers work.

E W visual

language ISSUE 1

15.05.15 Form Follows Function An exploration of Modernism & Post Modernism

Form Follows Function

El Lissitzky Experiment

F

orm ollows unction

Issue 1 May 2015

CHOSEN COVER DEVELOPMENT I chose the cover designs with a black face which i produced on Illustrator. From thereon i developed the whole magazine with the requirement s which the brief is considering onto the magazine. I masked the face and incorporated the face into leaves and words of “Form Follows Function.�.

COVER DEVELOPMENT The 2 chosen cover designs was manipulated even further in order to give me different aspects on how i would go about my final cover design and finally choose, which one

is the final.

FINAL COVER DESIGN

CONTENTS DESIGNS

INNER PAGES DEVELOPMENT

Aadam Lambat