Wimbledon 2013 Practical Concept ::
Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
A literal representation of a New International Style in practice as discussed in dissertation, through global design collaboration towards a global context - Wimbledon.
‘A reconsideration of Wimbledon through a global collaborative process, creating a representation of a New International Style through workflow and dialogue. Expressing the needs and effectiveness of a highly communicative, and considered approach to design, in an increasingly visually oversaturated and multicultural society.’
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Global Collaboration Leeds > Barcelona > Melbourne > Hong Kong
Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
Collaborating across the world, to literally illustrate a diffusion in style but towards a planned context and project.
To further reinforce the ease of collaboration and inspiration/influence in terms of design practice in todays world, I reached out to designers from around the world purely through the Internet, and communicated through e-mail and Skype.
Communicating purely through modern communicative platform.
01 Barcelona
Raimon Guirado raimonguirado.com
I’m Raimon Guirado Feliu and I was born in 1990 in Barcelona. I have recently graduated from Communication and Graphic Design in Elisava (UPF) — 2012. I like to work on editorial, identity and typography projects. Worked at Artis, Clase bcn and Summa Branding.
02
Hong Sang Chan
03
Celeste Watson
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Global Workflow
Hong Kong
Melbourne
h.com
celestewatson.net
Leeds > Barcelona > Melbourne > Hong Kong Leeds < Barcelona < Melbourne < Hong Kong
‘Hanson Chan is an imaginative creative specializing in visual communication. He has the pleasure of working with talented creatives who each share the compulsion to speak in the wonderful, fierce vocabulary of visual media. He’s dedicated to direction, design, interactive, and representation services to bring all manner of projects to life.’
‘Hi there! I’m Celeste Watson. My work meanders somewhere between design and contemporary art. I like throwing design back in the face of its expected audience, but in unexpected ways. I think design should challenge the status quo, make people question why certain conventions exist and before anything else, make people think. To me, the beauty of Communication Design is in power to distribute knowledge.’
Inspired by a discussion with Experimental Jetset, after discussing concepts and ideas through e-mail I started a design piece off and sent it around the world in sequence, one designer fully focuses on the design individually and applying their own innate creativity.. Once the file is passed around the world I receive it and make any changes I see fit, and the process starts again. An International Diffusion of Style through process.
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Existing Identity Oversaturation of information, does not capture the glamour or athleticism of Wimbledon and the sports stars it hosts.
Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
All existing identity uses CMYK plates, and full colour coverage, equating to high costs and ephemeral design.
We felt there was an opportunity to apply a cnical aesthetic, purey focusing on the necessary information, and introducing the stars of Wimbledon as individual athletes and characters.
Wimbledon hosts audiences from around the world, linguistic awareness and bold communication is key.
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Application of Style KEY THEMES :
Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
Targeting of a younger demographic to align with the original Swiss Style of abandoning tradition and shaping society - Inspired by London Olympics tagline of â&#x20AC;&#x153;Inspire A Generationâ&#x20AC;?
Focus on print, and reintroducing more traditional aspects of interaction such as planners and match logs, to give viewers a sense of control amongst overload of overwhelming information and visual irregularity in our environment.
Efficiency in ink and process, limiting to simply one colour ink and use of embossing techniques for a progression from previous Swiss Style design.
Reduction of colour pallete, use of primary colour for pure reactions.
Consideration of language Top 3 languages in the world = English, Spanish Mandarin
Existing Identity CMYK + Stock New Identity = K + Stock Potentially 4 times cheaper
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Cost-Effective Process As a reinforcement of a second cyclical progression of an International Style, and improving on the previous _ We decided to focus on the tactile and physical feel of the print, instead of purely the aesthetic as the Old International Style did.
Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
Blind Emboss. -
Through this process ommunication is purveyed without any ink or real cost. Embossing and special processes such as foiling are normally associated with luxurious products.
Cost-Effective Eco-Friendly Strong Client Investment Long Lasting Extra Layer of Communiction
Combining a special finish with the identity of Wimbledon creates an aura of luxury with a bold, alternative take on sport branding. Showcasing the flexibility of adhering to a system of thinking yet applying it to a variety of contexts.
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Publications Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
Day Programme
SW - 19 Magazine
Daily programme, printed Black and white with a neon green cover, synchronous with the rest of the brand identity. Designed to be printed in bulk everyday, cost-effective to print, bind and distribute.
An annual magazine, one would collect and keep to add to a growing collection every year. Less ephemeral and feature-heavy articles focusing on deeper issues within the sport and greater subject.
A considered, collectible and peaceful way to interact with latest news and happenings going into the days play, again instead of overuse of technology for more harm than good.
We decided to call it SW - 19 to reference a fashion collection / lookbook and further capture the glamour and individuality of Wimbledon, layouts and use of profile pages reference compositions of fashion journals.
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Control of Information Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
Muller-Brockmann [SCHEDDIN, 1995]
Schedule Planner + Match Logs
‘In the various areas of design the democratic approach – the awareness that our professional efforts should be directed to the good of the general public – has become stronger’
Daily schedule planner organises a confusing and intimidating amount of information into a grid-like and communicative pocket tool, allowing the viewer to plan their time and feel in control of the days proceedings. Match logs are supplied in regards to court number, spectators can log their own scores and notes, to keep a personal diary and sense of interest and control, instead of influx of push notifications and text alerts. Log holder, creates a pocket-square shape when tucked into chest pocket for added reference to luxury and tradition.
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Extension of Brand Abbas Mushtaq
Context of Practice 3 Submission
17/1/14
Logo redesign and fine-tuning:
Thicker line weight for stronger visibility at smaller scale Correction of racket string from 45 degree angles to horizontal and vertical orientation, for realism. Inreased type size for legibility at variety of scales Increased type kerning for readability at smaller scale Monotone flat design, for cost-effective and timeless application
Helvetica Bold 55pt Aperรงu Medium 8pt 7pt
Stock
100% K Ink Plate
Efficiency of process, use of overprint and creative use of stock in order to create most cost-effective and bold solution possible.
Colour Pallete: Efficiency of process, use of overprint and creative use of stock in order to create most cost-effective and bold solution possible.
Objective, sans-serif typefaces purposefully selected for lack of subjective angles and purest communicative value. Helvetica references Old International Style - Apercu is increasingly used globally as a modern universal typeface _ _ Creating a link between Contemporary design, and traditional Swiss style both with similar objectives in different societies. Potentially 4 times cheaper than traditional CMYK print with use of one colour plate (K)
Dynamic Logo and Idents __ Changes in accordance with live data information such as: Rain levels Temperature Forecasts Attendance Tweet volume TV viewership
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