Refined: A Compilation of Beautiful Design Exhibiting Sophistication Through Simplicity

REFINED , SHAR P

CLEA N

DESIGN

ELEGANT

CLEAN

PATTERNED

TIGHT

CRISP

OPEN

SHARP

MINIMAL

A COMPILATION

OF

BEAUTIFUL DESIGN

EXHIBITING SOPHISTICATION THROUGH SIMPLICITY

HELLO. WELCOME TO MY BOOK OF INSPIRATION AND CREATION. During my development as a graphic designer, I have found myself drawn to a very specific type of art: CLEAN AND SIMPLE. Throughout this book, I was able to deeply explore design that I admire and discover common qualities. I realized that there are several recurring themes: ELEGANT, refined beauty; CLEAN, MINIMAL layout; OPENNESS with white space; CRISP, SHARP detail; TIGHT, sophisticated lockup; and simple PATTERN. As an exercise in style, I created response images to 40 designs that I admire.

THE BOOK WORKS LIKE THIS: THE LEFT PAGE

THE RIGHT PAGE

displays my inspiration.

displays my reaction.

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FIRST AND FOREMOST, I have always been drawn to clean, simple design.

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I appreciate minimalist logos and icons,

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designs that are straightforward and elegant.

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The combination of two dissimilar objects into one illustration that tells a story

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IS FASCINATING. 18

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I like tight lockups,

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clear text,

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simple patterns,

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and solid backgrounds.

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TALKING WITH MIKE

SMITH

SENIOR GRAPHIC DESIGNER: MS187 • CHARITY:WATER • 160/90

HOW DID YOU TRANSITION FROM DESIGNING GIG

WHAT ABOUT CHARITY:WATER?

POSTERS TO BRANDING?

Most of my time is spent conceptualizing. I pull inspir-

A lot of my friends were in bands. We just [threw] shit

ation boards and make sure people approve them

together and people liked it. I look back now and it was

before I go on. I want people to know exactly what

so bad, but it’s good because you’re getting better. My

they’re about to get so they don’t see something and

friends fell off and I still wanted to make posters, so

say, “I don’t like that.” Explaining what you’re thinking

I started doing street art. [At 160/90] I got on a project

and doing helps people understand instead of just

rebranding the University of California school system,

showing up and being like, “I hope you like this.”

and that was that. I loved the concept of thinking so big and trying to make everything connect.

WHAT DO YOU DO IF YOU ARE STUCK FOR A CONCEPT? I go for a walk, especially in NY. You can see the stupid-

WHAT IS THE TIME FRAME FOR A BRANDING PROJECT?

est thing and it really hits you. You might see a flourish

160 has a strict process. It’s usually about five weeks.

and be like, “maybe I could tie this into an old time

You go to the place for [a few] days and interview

western thing,” and you never would have thought of

every single person. Then you come back and the

that sitting at your desk. The people are taking in your

second week is jamming that information into a

design, so you need to think about them more often

constructed manner and trying to come up with a

than not, and the public is the best way to do that.

unique selling point. What is the main purpose? What is the thing that makes this different? You come up

YOU HAVE A LOT OF SELF-INITIATED WORK.

with a statement that drives your direction. After that

A lot of people aren’t going to ask you to do the things

you have two or three weeks to flesh out a matrix.

you want to do. For a while I was making millions of

Then you design all of it.

buttons for no reason. I just dump them in places and people take them. People love little things.

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HOW DO YOU CONVINCE FREELANCE CLIENTS TO PAY

best thing you can do for yourself. Keep up on the

YOU PROPERLY?

Internet, follow blogs, read stuff, go to museums, go

A lot of designers will be like, “here’s a jpg. Do you

on walks, talk to your friends about design, have

like it?” but put it in a presentation. Make them feel

problems and work through them. If you don’t have

like they’re getting something really important and

problems, make problems. The more you fuck up,

exclusive. That makes the value of your work sky-

the better you are in the end.

rocket. Judge who you’re working for, where the work

“YOU’RE SPEAKING TO PEOPLE, SO WHY NOT SPEAK LIKE A PERSON?” will be seen and how much you’re doing. The more

WHAT IS YOUR ULTIMATE GOAL AS A DESIGNER?

special they feel, the more they’ll come back to you

To make systems that are efficient and that people

and be like, “I’m okay with giving her that extra $100.”

enjoy seeing. Brand systems can be a person. You’re

My freelance clients pay me much less than I deserve,

speaking to people, so why not speak like a person?

but I enjoy the things I get to do. If someone wants

If I can make something that people are intrigued by

something good they’re gonna pay you for it. But if

and really enjoy and find functional at the same time,

you want something good and they don’t have the

that is the end goal. My goal in life is to run my own

budget, try your best to make it work.

shop where I can control the culture and clients and foster a creative space, give back to the community.

WHAT STEPS WOULD YOU SUGGEST TAKING WHILE IN SCHOOL TO BE SUCCESSFUL AFTER GRADUATING?

WHAT’S YOUR FAVORITE TYPEFACE?

Internships are free for you to learn. Being in the

It changes. Right now it’s one called Domain. I’m

space where creativity is encouraged is the absolute

getting into a weird vibe of typefaces feeling like things. It’s all about personality. • 45

Concering packaging,

THERE IS BEAUTY 46

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in packages that allow the product to be seen through the package.

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Editorial and web layouts are enhanced by minimal decoration 64

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and lots of white space.

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THIS HAS BEEN INFLUENTIAL. PUTTING IT ALL TO USE Embarking on this project has influenced me to INCORPORATE these newfound design aspects and techniques into other projects, as well as to EXPERIMENT a bit more outside of the realm of ultra-clean, refined design.

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THIS COLLECTION WAS CREATED BY ALYSSA PHILLIPS AT PRATT INSTITUTE DURING THE SPRING 2014 SEMESTER