Archive 02.

Archive Abbas Mushtaq / 2014 A collection of influences collated over a 12 month period, that both inform, and inspire my growing design sensibilities and motivations moving forward.

Archive 02

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Contents 05

Introduction – A Growing Opinion on Design

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D&AD – Graphic Design Is Good For Your Health

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Dieter Rams + The 10 Principles of Good Design

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Braun Design Introspective

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Design is One.

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Massimo Vignelli – The Vignelli Canon: Notes & Analysis

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Together, We Are Golden.

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Paul Rand Confidence & Individuality

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Müller-Brockmann – Embrace Your Design Style

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Apply, Apply, Apply

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Damn Good Advice from George Lois.

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Headspace & Graphic Design

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Diffusion of Style in a Global Culture

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A Letter to Massimo.

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Abbas Mushtaq – Graphic Design/Branding

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E: abbas.mushtaq@gmail.com W: www.abbasmushtaq.co.uk T: +44 (0) 7784 383 363

Archive Abbas Mushtaq / 2014 A collection of influences collated over a 12 month period, that both inform, and inspire my growing design sensibilities and motivations moving forward.

Archive 02

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Contents 05

Introduction – A Growing Opinion on Design

07

D&AD – Graphic Design Is Good For Your Health

27

Dieter Rams + The 10 Principles of Good Design

29

Braun Design Introspective

50

Design is One.

56

Massimo Vignelli – The Vignelli Canon: Notes & Analysis

66

Together, We Are Golden.

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Paul Rand Confidence & Individuality

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Müller-Brockmann – Embrace Your Design Style

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Apply, Apply, Apply

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Damn Good Advice from George Lois.

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Headspace, Graphic Design & Clear Blue Skies

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Diffusion of Style in a Global Culture

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A Letter to Massimo.

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Introduction

Archive 02 – A collection of influences collated over a 12 month period, that both inform, and inspire my growing design sensibilities and motivations moving forward.

My final year at Leeds College of Art, has been focused more on refinement, and a growing opinion in design. More so, than being inspired by a wide variety of inspiration from a wide variety of sources.

The dissertation research I undertook in regards to a diffusion of culture, ease of communication and overload of information in todays world is deeply personal to me. The conclusions I came to in my dissertation reflect my own growing objectives within design. I’ve come to realise, design may just be a job, but as a designer I have a responsibility, design plays a larger part in everyones life than I first thought.

Designers, who I had never heard of before have become inspirations and, almost, mentors of mine. Simply because they make a recipients life just a little bit easier, and that’s what I aim to do.

This issue of Archive, documents a years worth of discovery and inspiration.

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The dream.

‘“If you’re a creative in any business, think of yourself as a doctor giving a patient medicine that will save his life. I’m dead serious.”

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I completely agree with this. Following on from my introduction and the general tone of my influence. At this stage in my career, this is simply what I want to do.

Graphic Design is Good For Your Health.

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‘Ask someone how graphic design could reduce aggression in A&E or anxiety in cancer patients and you might get some blank looks.

Yet graphic design is exactly the solution that’s being used in two such projects.’

Following on from my dissertation and some of the conclusions and aims I applied towards my physical resolution - this article has been really interesting in reaffirming some of my ethics and design approach moving forward.

The results of the pilot were phenomenal: 88% of patients said that the new signage clarified the A&E process, 75% said it made the wait less frustrating, offensive language has reduced by 23%, and threatening body language and aggressive behaviour was halved.

Katie Treggiden, looked into how considered design is being used to aid, and improve the lives of patients and staff in a hospital. It’s this exact notion which I strongly believe in. Anxiety and depression in todays world is probably higher than it has ever been, and the role design plays in our everyday interactions is underestimated.

Meanwhile at Design Academy Eindhoven, Renee Scheepersdeveloped Revealing Maps of Cancer Care as her graduate project.

Designing something to be considered, and almost meditative, does not at the same time mean everything should be set in helvetica bold and lack character. I don’t believe in this,

Much like PearsonLloyd, Renee realised that providing information in a way that patients could digest would help them to understand what was happening to them and reduce anxiety. “I tried to divide the process into little steps, so patients can follow step by step along their journey. They have an overview of the whole process, but they can also go a step back, go a step forward – and see visually what is going to happen instead of through written or spoken words.”

I believe good design should simply say what it needs to say and be efficient in doing so. Whether it’s a minimal and information brochure, or a loud, colourful gig poster. It should encapsulate the vibe it wants to put across, communicating different messages to different people - but everyone coming away better off.

“Research shows that a lot of cancer patients don’t understand the treatment plan they are going through. Only 20% of the information they are given is taken in.”

“It’s important to use visuals, because they are much more effective than text,” says Renee. “Images are easier to understand and remember. By showing people rather than telling them what is going to happen, you remove some of the initial fear.”

“I’m working for Institute Verbeeten now, where I did my research. We’re finalising the design and working on a plan for implementation in three hospitals this year.”

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Graphic Design is Good For Your Health.

Ask someone how graphic design could reduce aggression in A&E or anxiety in cancer patients and you might get some blank looks. Yet graphic design is exactly the solution that’s being used in two such projects.

Katie Tregidden, founder of Confessions of a Design Geek, took a look at how design is being used to improve the lives of patients and staff.

A Better A&E is PearsonLloyd’s response to a Design Council brief to reduce violence and aggression in hospitals’ emergency departments.

“The brief was as open as that,” says Tom Lloyd. “One of the first decisions we made was that we’d tackle low level aggression. If you hear a respectable person shouting, it gives permission to the people around them to behave in a certain way. We had a hunch that if we could address this, we’d reduce the violence that escalates from it.”

To aid their own understanding, the team put their findings on post-it notes around the studio, creating a flow diagram of the A&E journey. “We looked at it and suddenly realised that if everyone understood the process, most of the frustration would be eased.

So the heart of the project was about providing information and context,” says Tom. “Some of it was simple – communicating the fact that people are seen in order of severity rather than attendance, letting them know how long they might have to wait, explaining that they might have to wait more than once.

And then it was about clarity. The colours were chosen not to be in conflict with existing signage.

24/01/14

‘Ask someone how graphic design could reduce aggression in A&E or anxiety in cancer patients and you might get some blank looks.

Yet graphic design is exactly the solution that’s being used in two such projects.’

The results of the pilot were phenomenal: 88% of patients said that the new signage clarified the A&E process, 75% said it made the wait less frustrating, offensive language has reduced by 23%, and threatening body language and aggressive behaviour was halved.

Meanwhile at Design Academy Eindhoven, Renee Scheepersdeveloped Revealing Maps of Cancer Care as her graduate project.

“Research shows that a lot of cancer patients don’t understand the treatment plan they are going through. Only 20% of the information they are given is taken in.”

Much like PearsonLloyd, Renee realised that providing information in a way that patients could digest would help them to understand what was happening to them and reduce anxiety. “I tried to divide the process into little steps, so patients can follow step by step along their journey. They have an overview of the whole process, but they can also go a step back, go a step forward – and see visually what is going to happen instead of through written or spoken words.”

“It’s important to use visuals, because they are much more effective than text,” says Renee. “Images are easier to understand and remember. By showing people rather than telling them what is going to happen, you remove some of the initial fear.”

“I’m working for Institute Verbeeten now, where I did my research. We’re finalising the design and working on a plan for implementation in three hospitals this year.”

We used contrasts to maximise legibility. Some people will be admitted while they’re unconscious, so we had to make sure that all the information was in every space. And every graphic is floor to ceiling - we needed to create impact.”

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If you don’t burn out at the end of each day

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you’re a bum.

George Lois

The legendary George Lois is the most creative, prolific advertising communicator of our time. Running his own ad agencies, he is renowned for dozens of marketing miracles that triggered innovative and populist changes in American (and world) culture. In his twenties he was a pioneer of the landmark Creative Revolution in American Advertising.

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The original Mad Man.

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George Lois.

INSPIRED.

George Lois is a huge inspiration of mine, and it’s hard not to be inspired by him. From reading his books, to watching him speak. The passion he still has 60 years into his career is incredible. One of the greatest creatives ever in my opinion, and a lot of it is probably because he has so much fun.

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George Lois.

George Lois

INSPIRED.

George Lois is a huge inspiration of mine, and it’s hard not to be inspired by him. From reading his books, to watching him speak. The passion he still has 60 years into his career is incredible. One of the greatest creatives ever in my opinion, and a lot of it is probably because he has so much fun.

The legendary George Lois is the most creative, prolific advertising communicator of our time. Running his own ad agencies, he is renowned for dozens of marketing miracles that triggered innovative and populist changes in American (and world) culture. In his twenties he was a pioneer of the landmark Creative Revolution in American Advertising.

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Dieter Rams Less, But Better.

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Dieter Rams Less, But Better.

As I’m becoming increasingly fascinated by design with a strong purpose, and a reaon to exist. I’m also realising helping someones life in any big or small way, moves far beyond just graphic design.

We use products everyday, pretty much all day and subconsciously we appreciate a product that is well designed, some products like certain shoes, bags, and so on actually get better with time. Design that only improves over time is fascinating.

From studying Dieter Rams’ iconic design from Braun, I fully understood the cliche line “Good design is timeless.” - Rams’ work really is timeless, and is beautiful.

I’m becoming increasingly inspired to produce graphic design, from influences which aren’t just graphic design. it is something that has been drilled into us since we started, but as with all the year things are finally starting to click in this regard.

There’s more to design, than just graphic design.

Studying Braun’s portfolio of design also raises the question, why doesn’t the rest of the world look this good? A driving force behind me studying design, and my aspirations moving forward are - as Massimo Vignelli says “Curing the visual disease around us”.

Surely, good design such as that by Rams doesn’t cost more to produce, maybe less?

Dieter Rams has gone on record to say Apple is the only product design company in todays world which he still believed does “good design” and abides by his principles too. Could Apple be a rekindling of modernist design as an antidote to todays filled and cluttered culture? Apple is a prime example of considered, efficient design still being relevant in todays world - as they are the biggest and most profitable company in the world.

This is hugely reassuring and proves to me, perhaps the world is changing and rejecting clutter and is beginning to have a rekindled appreciation of organisation and order within design.

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Innovative.

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honest.

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useful.

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longlasting.

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George Lois is a huge inspiration of mine, and it’s hard not to be inspired by him. From reading his books, to watching him speak. The passion he still has 60 years into his career is incredible. One of the greatest creatives ever in my opinion, and a lot of it is probably because he has so much fun.

aesthetic.

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George Lois is a huge inspiration of mine, and it’s hard not to be inspired by him. From reading his books, to watching him speak. The passion he still has 60 years into his career is incredible. One of the greatest creatives ever in my opinion, and a lot of it is probably because he has so much fun.

To the last detail.

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George Lois is a huge inspiration of mine, and it’s hard not to be inspired by him. From reading his books, to watching him speak. The passion he still has 60 years into his career is incredible. One of the greatest creatives ever in my opinion, and a lot of it is probably because he has so much fun.

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George Lois is a huge inspiration of mine, and it’s hard not to be inspired by him. From reading his books, to watching him speak. The passion he still has 60 years into his career is incredible. One of the greatest creatives ever in my opinion, and a lot of it is probably because he has so much fun.

ecofriendly.

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unobtrusive.

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George Lois is a huge inspiration of mine, and it’s hard not to be inspired by him. From reading his books, to watching him speak. The passion he still has 60 years into his career is incredible. One of the greatest creatives ever in my opinion, and a lot of it is probably because he has so much fun.

as little design as possible.

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Massimo Vignelli

An Italian with an Architecture and Graphic Design background from Milan - Massimo moved to America. Soon he and his wife, Laila were producing some of the most timeless design of the last 50 years. In particular the American Airlines identity which stood for 50 years, while others changed around them.

Design is One

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Never limit yourself, creativity in one field, is creatvity in all. Creativity can’t be taught, but skills in a certain field can. You can do anything you want.

Massimo Vignelli is a huge inspiration of mine, for many resons but one of the main reasons he is unique is Massimo worked freely between product design, graphic design and even architecture.

He believed “Design is One”, we are all creative, if you are creative in one field that will allow you to be creative in any other area. It touches upon the idea of never limited yourself, and this rings deeply with me.

As much I love graphic design, I know I don’t want to do what I’m doing now, in 10 years time. I want to keep progressive and never limit myself, and Massimo shows this. I’m becoming increasingly passionate about product design, film design.

After researching into the thought process, and concepts of those who work in fields other than graphic design has made me have newfound appreciation for them. What I found ‘nice’ in first year, now just seems gimmicky in my final year, and likewise what I found ‘boring’ in first year, now excites me.

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Massimo Vignelli

An Italian with an Architecture and Graphic Design background from Milan - Massimo moved to America. Soon he and his wife, Laila were producing some of the most timeless design of the last 50 years. In particular the American Airlines identity which stood for 50 years, while others changed around them.

Design is One

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Never limit yourself, creativity in one field, is creatvity in all. Creativity can’t be taught, but skills in a certain field can. You can do anything you want.

You can design everything.

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Massimo Vignelli

An Italian with an Architecture and Graphic Design background from Milan - Massimo moved to America. Soon he and his wife, Laila were producing some of the most timeless design of the last 50 years. In particular the American Airlines identity which stood for 50 years, while others changed around them.

Design is One

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Never limit yourself, creativity in one field, is creatvity in all. Creativity can’t be taught, but skills in a certain field can. You can do anything you want.

The life of a designer is a life of fight. Fight against the ugliness.

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READ

I’ve made it a primary aim in the past twelve months, and moving on from enjoying it for dissertation - to read as much as I can. The Vignelli Canon by Massimo Vignelli is a great reference, what follows are notes, quotes and analysis. Massimo’s opinion doesn’t always agree with mine.

The Vignelli Canon: Notes & Analysis

The quote below is what is driving me forward, and something I never want to lose sight of. Life post-education is both exciting, and nervewracking and one of the main reasons it’s nervewracking is I never want to stop learning. Doing something new and challenging is incredibly rewarding.

new ways of doing the same thing better than before.

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READ

I’ve made it a primary aim in the past twelve months, and moving on from enjoying it for dissertation - to read as much as I can. The Vignelli Canon by Massimo Vignelli is a great reference, what follows are notes, quotes and analysis. Massimo’s opinion doesn’t always agree with mine.

The Vignelli Canon: Notes & Analysis

Never limit yourself, creativity in one field, is creatvity in all. Creativity can’t be taught, but skills in a certain field can. You can do anything you want.

Semantics

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READ

I’ve made it a primary aim in the past twelve months, and moving on from enjoying it for dissertation - to read as much as I can. The Vignelli Canon by Massimo Vignelli is a great reference, what follows are notes, quotes and analysis. Massimo’s opinion doesn’t always agree with mine.

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NYC Subway Map System

The Vignelli Canon: Notes & Analysis

Never limit yourself, creativity in one field, is creatvity in all. Creativity can’t be taught, but skills in a certain field can. You can do anything you want.

Confused, complicated designs =

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READ

I’ve made it a primary aim in the past twelve months, and moving on from enjoying it for dissertation - to read as much as I can. The Vignelli Canon by Massimo Vignelli is a great reference, what follows are notes, quotes and analysis. Massimo’s opinion doesn’t always agree with mine.

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American Airlines Identity

The Vignelli Canon: Notes & Analysis

American Airlines is a classic example of stripping away all unncessary, ‘fashionable’ material, and what you’re left with are the core shapes and these never look dated.

The American Airlines identity will never deterioriate over time.

We like economy of design because it avoids wasteful exercises,

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READ

I’ve made it a primary aim in the past twelve months, and moving on from enjoying it for dissertation - to read as much as I can. The Vignelli Canon by Massimo Vignelli is a great reference, what follows are notes, quotes and analysis. Massimo’s opinion doesn’t always agree with mine.

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NY Transit Authority Guidelines

The Vignelli Canon: Notes & Analysis

It is important that an economically appropriate solution is used and is one that takes in proper consideration all the facets of problem.

produced in a lavish manner just to satisfy the ego of designers or clients.

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GOLDEN

We collaborate with companies such as Nike, Playstation and Google to deliver compelling, innovative brand communications.

TOGETHER:

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Golden is multi-disciplinary design agency based in the UK. Our ambition is to create great work for great brands.

We are Golden.

Aspirations.

Working at Golden for a month was an inspiring and eye-opening experience. It gave me much more awareness of the design practice outside of college, and has inspired me to reach the same standard of work.

We are Golden.

Golden is a branding and identity agency based in Leeds. Golden initially present concepts and reference imagery to the client and allow the client to see what kind of vibe they like, and then go from there. Each designer is tasked with visualising up as many concepts as they can, for the briefs that come in - so when it’s time to send the concepts off there’s easily around 30 collated concepts. It also takes responsibility off just one designer working on the brief, taking the load off and allowing us to have fun. That’s absolutely loads more than you achieve on your own and is brilliant for the client to look through - I will now take on this same approach when I work with clients on a freelance basis - it makes the client feel more of a collaborator, and not simply a client.

After my second week I was planned to finish up but I was offered a further 2 weeks, which was great as I think 2 weeks isn’t a long time and just as you’re beginning to settle in, you leave so taking up the extra 2 weeks was great news.

Towards the end of my final week I was tasked as one of the designers working on concepts for a Nike boot launch - it was cool to see how studios work on briefs well in advance of release date, sometimes working on stuff a year in advance - showing just how much planning and intent goes into the brief.

One of the coolest things about Golden is, the studio is at a stage where basically any concept they have in mind they can bring to fruition in terms of visual ability, rendering, video, project management and generally just the resources they have at their disposal. It definitely showed where I want to be heading towards in terms of a studio I work in, or set up.

Consequently, when we were working on concepts for a boot launch campaign, we were free to think up wild and amazing ideas like explosions, lasers, meteors, models etc as we knew it would be taken care of and there weren’t any limitations. Definitely one of the coolest things about Golden.

Overall I really enjoyed my time at Golden and learnt alot about how projects are brief, conceptualised, meetings and generally how professional studios work - especially the pace studios work at. No time was spent muddling about needlessly researching, the experience the designers had came through as they knew what ideas and avenues to explore quickly. Much quickly than I did, and that’s where I think experience comes in. At first, i felt a bit daunted by doing ‘pretend’ college briefs to being around studios working on stuff for Google and being on the phone to Nike, but after a while I feel I definitely settled

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GOLDEN

We collaborate with companies such as Nike, Playstation and Google to deliver compelling, innovative brand communications.

TOGETHER:

in and felt like my skills were good enough for Golden. Especially for someone in college, and I feel that’s a testament to the course we have at LCA. I’d love to work at Golden again one day, but at the same time working in studios has made me realise also where my passions at this stage lie. In the short term future I want to continue my exploration of print and identity, and organically expand my portfolio in terms of video / art direction / installations etc just as Golden are doing. Until the right opportunity arrives. If an opportunity comes to work at Golden again, I’d definitely be happy to go back as I learnt so much in such a short time the first time.

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I’ve always said to myself from the start, that I would trust myself enough to continue my own development as a designer individually and not ‘sign my life away’ to a studio as soon as an opportunity arrives. Obviously, the studio you work at has a huge effect on you as a designer and your development - one of my main fears post-uni is messing up the massive steep learning curve I think we’ve all had on the course, but instead keep on that upwards trajectory of development and discovery.

Consequently decisions I make post-college are absolutely vital.

Golden is multi-disciplinary design agency based in the UK. Our ambition is to create great work for great brands.

We are Golden.

Nike: My Time Is Now

This global campaign was launched to coincide with the 2012 UEFA European Football Championships. It focussed on a select group of Nike athletes: the ‘new masters’ of football.

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GOLDEN

Golden is multi-disciplinary design agency based in the UK. Our ambition is to create great work for great brands.

We collaborate with companies such as Nike, Playstation and Google to deliver compelling, innovative brand communications.

Nike: My Time Is Now

This global campaign was launched to coincide with the 2012 UEFA European Football Championships. It focussed on a select group of Nike athletes: the ‘new masters’ of football.

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Josef Müller-Brockman -

‘JMB Quote

Müller-Brockmann Embrace Your Design Style

Josef Müller-Brockmann is perhaps the most iconic Swiss Style designer, everyone knows who Müller-Brockmann is. It will come as no surprise, that I too greatly admire his work and approach to design. What inspires me most about Brockmann is he’s a great example of a designer choosing to work in a developed, and highly individual style. Never shying away from it, although Swiss designers often didn’t accept they had a ‘Style’. They definitely did, because you can recognise certain designers work.

In a digital, computer-led contemporary design world it’s pretty much frowned upon if you use the same font twice on a project, or if you only use a certain number of fonts for anything. I’m inspired by the classical designers, and they reassure me to not shy away from this, but to embrace your own personal style, or approach.

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I feel, having a small collection of fonts / recognisable style demonstrates a level of intellect, and thought process.

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Apply Apply Apply Apply Apply Apply

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Apply Apply Apply Apply Apply Apply

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Apply Apply Apply Apply Apply Apply.

Apply. Apply. Apply.

Over the last year, as mentioned previously in the book I’ve began to appreciate design I hadn’t perhaps understood a couple of years ago. In the past few months, especially so from placements I’ve began to realise the importance of a graphic system, which lends itself well to application across all mediums. These are what the great brands do, and they do it so well you don’t even notice it until you really think about it or go out of your way to see it, maybe this is why I didn’t appreciate it before.

In the following pages, are great examples of application of branding and identity - something I want to get into in the future, as I know my strengths and passion at this time lie in print, I can feel myself stepping away from it and constantly asking myself how a certain element can be applied physically, and how it will all work together.

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These considerations are becoming more and more apparent.

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Apply. Apply. Apply.

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PanAm Airlines – Chermayeff & Geismar

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Apply. Apply. Apply.

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Bricos – Anagrama

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Apply. Apply. Apply.

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PanAm Airlines – Chermayeff & Geismar

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Headspace & Graphic Design

Meditation has become more and more of a part of my life. It’s about my aim to simply be the best I can be in any way I can control. It also has reasons purely to do with increased focus, less stress, increased confidence and so on.

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I also believe meditation has began to inform my own design practice. Since I’ve researched into meditation as a way of thinking and being, I feel this has also translated into design that seeks to portray an aura of calm, instead of noise. I feel calmness, doesn’t necessarily mean stripped back design, I believe it should simply communicate what it needs to, so the recipient comes away informed, and not confused and agitated in any way. Clarity, and honesty.

Müller-Brockmann himself became fascinated, and admitted himself to be inspired by the Zen teaching of Buddhism - a practice closely linked to meditaton and mindfulness. So maybe there’s something there! In any case, I can’t recommend it enough.

Abbas+Manifesto No. 02 of 11

Clarity & Honesty.

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Get Well Soon.

A Letter to Massimo.

With the news that iconic graphic designer Massimo Vignelli was gravely ill, Mr Vignelli’s son posted out a message allowing all of us to send personal letters to Vignelli.

It was an opportunity I couldn’t pass up, simply even to say thank you.

Following page is a digital type-up of the letter I sent.

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A Letter to Massimo.

Dear Massimo Vignelli, I am a design student from Leeds, United Kindom. I just want to write to you, to simply say thank you. Thank you for being my biggest design inspiration, but also something of a mentor in my life, without you ever knowing it!

Your principles and teachings towards design, also easily apply to life and how to be a good, positive and passionate person. “The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease. We try to cure visual disease through design.�

Thank you Mr, Vignelli.

Best Wishes,

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