Experimental Type Project_ SCAD

EXPERIMENTAL TYPOGRAPHY GEORGE GARRASTEGUI, JR. GRADUATE REVIEW WINTER 2012

TYPE STUDIO I GRDS 709-OL WINTER 2011 PROF. TRUDY ABADIE

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CONTENTS Overview

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PROJECT CHANGES

Essay

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Format & Visual Exploration

INITIAL VISUAL RESEARCH

TRANSITION

NEW VISUAL RESEARCH

SURVEY

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29 30

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Concept & Direction

SKETCHES

TYPE INSPIRATION

FEEDBACK

DIGITAL ROUGHS

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48 53

55 57

Final Designs & Format

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DESIGN ADJUSTMENTS

61 75

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OVERVIEW VIA SYLLABUS / PROFESSOR

This project will provide you with the opportunity to apply the knowledge you have gained in this course so far. You will create a booklet that illustrates and enacts the ideas of a chosen article, story, or other piece of literature while staying true to the content and communicating the message to a preselected audience.

The challenge of this project is to combine word and image to strike a balance between typographic legibility and the need for self-expression, without copying a style.

MY OUTLOOK

Based on the event that were happening at the time of class, I had two options. One was the Gap logo and outcry from it or the Ground Zero Mosque. I chose something close to home mentally and physically.

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Experimental Typography Project Changes This week you will begin working on a piece labeled experimental booklet design.

I would like to change the focus on the project to provide a much more personal experience into the development of the piece so instead of duplicating the content of a selected piece, I would like for you to create a emotionally charged yet factually driven typographic solution to show your reaction to the piece you read. You will need to research the topic so you can inform yourself of the opposing views associated with the issue (for example: prolife/pro choice, immigration, standardized testing, etc). Your process book will need to demonstrate substantial research on the core issues you are reacting to. I want to see articles, news stories, etc that present the issue in different lights. I want to read your own analysis of the issues. You will need to have a minimum of 250 words in your execution but your process book should show substantial more analysis before narrowing it down to the 250 you want to use.

AUDIENCE

20-40 somethings/educated GOAL

Build your case (purely communicating with type) - get your audience to “feel� the issue as well as informed them with a logical argument that is transparent and warranted (in other words that you address all sides as well as support your position with facts) HISTORY

The course does not do a great job of presenting the historical developments of experimental typography. Former faculty member Jen Salzburg did a presentation for my students a while back that I recorded. You may find this very beneficial in gaining a historical perspective on movements associated with expressive type - http://scadconnect.scad.edu/ p46105354/

FORMAT

Up to you - you decide what is the best format to communicate the message- your own well supported argument and reaction to the issue. FOCUS: Content+Form both are equally important. Type has to speak loud since you will not be allowed to use pictures. Ok to use color, textures, shapes as long as they support the message.

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GROUND ZERO MOSQUE

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Many called the Architecture of the El-Gamal, a brooklyn-born American Muslim, who after the attacks, rushed World Trade Center a visual monstrosity, two downtown to help. Shocked by things he huge steel towers in the once glorious and saw, he sought a place to pray. He ended up unforgettable NY skyline. It anchored the island at a Masjid al-Farah,a local mosque, where that already had the art deco designs of the Chrysler building and the Empire State building. he met Imam Feisal Abdul Rauf. Saddened by the fact that the prayer space could only They were built in 1972, and for many, they did hold 70 people, and not many other Muslims not know New York any other way. could hear the Imam, he had a revelation.

The World Trade Center site has evolved from the a financial hub, to a sacred place of “We needed a building. There were a lot of morning, to a circus of on-looker and tourists. Muslims downtown, and the places we did have were not pleasant; they were basements, So in May, the focus shifted from how long holes-in-the-wall. The message was beautiful, it has been taking to be constructed or the but the surroundings were shabby. If this was finally passed 9/11 rescue workers bill, to the proposed Islamic cultural center. Park51, a real-estate problem, that’s what I did, real estate ... So when you ask me why I would the Cordoba House, is known in the media buy a place so close to ground zero, I say, I today as the Ground Zero Mosque, because wasn’t thinking of that. I saw a building. A of its proximity to the attacks of 9/11. The building that would fulfill a need.”(2) For reality is, the location is 2 1/2 block away several months thereafter, until up until now, from the 16 acres of ground zero and not on the building is used as an overflow prayer the actual grounds. space for up to 450 Muslims, with services led by the Imam. (3) The intent is to become a community for people of the Islamic faith, similar to a YMCA or a Jewish Community Center. This 13 story building is to include such amenities The site of the proposed Islamic center, as 500-seat auditorium, theater, performing was once a Burlington coat factory. Due to arts center, fitness center, swimming pool, the planes crashing into the towers, “plane basketball court, childcare services, art parts destroyed three floor beams, and exhibitions, bookstore, culinary school, and severely com-promised the building’s internal a food court serving halal dishes. It will be a structure.”(1) For over eight years, this space place to bring interfaith dialogue and bridge has been void of any retail outlets and was the divide that Muslims may have with the abandoned until its purchase in July 2009, by community at large. Both Mr. Gamal & Imam SoHo Properties and CEO Sharif El-Gamal. state it “sends the opposite statement to what

IF YOU’RE AN AMERICAN, DON’T STOP PARK51.

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happened on 9/11” and “We want to push back against the extremists.” (4) Up until May of 2010, the proposed cordoba house was moving forward. The property had been purchased, ideas had been presented and a New York community board approved it. But not until, political activist, Pamela Geller wrote this story on her, Altus Shrugs blog “Monster Mosque Pushes Ahead in Shadow of World Trade Center Islamic Death and Destruction” did the controversy pick up steam. She then launches a campaign to stop the “mosque” and planned a protest headed by her “stop the Islamization of America” group. Then the NY Post wrote a story aligning with Gellar, “Lots of opinion makers on the right read the Post, so it’s not surprising that, starting that very day, the mosque story spread through the conservative — and then mainstream — media like fire through dry grass.” (5) Understandably so, many families of the victims are upset about the sensitivity of the location of this new structure. Many feel it is to close to home and symbolizes victory of the extremist who took down the towers and murdered their families. Aligning with the sentiments of some families and Geller are the likes of Sarah Palin, Bill O’Reilly, and Newt Gingrich. Gingrich labeled the people “behind the proposed mosque as “radical Islamists” and compares them to “Nazis” ... and continues that “Nazis don’t have the right to put up a sign next to the holocaust museum in Washington.” (6) The political right is playing the xenophobia card, which by and large, is based on fear, ignorance and hatred.

That’s not only insulting to Muslims, but has an element of danger to it.

Despite a lot of the negative press, Park51 has received, their are still many

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supporters of the project and what it stands for. “We are Americans, we are Muslim Americans,” Imam Rauf said. “Many of us were born in the United States. We have no higher aspirations than to bring up our children in peace and harmony in this country.” (7) As you venture further from the epicenter people are less tolerable. Many who live in the neighborhood and in the borough of manhattan are more accepting, while people who live in the outer boroughs seem to be more opposed. Beside, the families, the people most affected are the residents of lower manhattan and TriBeCa. These neighbors house the community that park51 would support. They understand the need for a community space, a place to bring diversity and culture to the neighbor hood, and they welcome it. It will help combat ignorance, racism and fear about a culture that we are so out of touch with.

A mother of a 9/11 victim said it best, “What are we teaching if we say you can’t build here? That it’s OK to hate? This is a country based on freedom of religion.” (8) Regardless of your view about this sensitive subject, must uphold the laws that were granted to us as Americans. We have fought and died for these “unalienable Rights, that among these are Life, Liberty, and the pursuit of Happiness.” (9) To denied a people, American citizens, is against the law and un-American. We as a country are not perfect and have through history, made mistakes that we regretfully apologize for: African American reparations, Native-america genocide and Japanese-america interment camps. Let this not be another blemish in history in America’s name, but rather a triumph that “will simply tell the world that this nation, wisely, has decided to move on.” (10)

BIBLIOGRAPHY 1.

World Trade Center emergency damage assessment of buildings http://books.google.com/books?id=7fBUAAAAMAAJ&q=%22park+pl ace%22+%22landing+gear%22&dq=%22park+place%22+%22lan ding+gear%22&hl=en&ei=TthXTPKKPIL78AaK-rSrCw&sa=X&oi=bo ok_result&ct=result&resnum=6&ved=0CEQQ6AEwBQ

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Muhammad Comes to Manhattan p24-32 - New York Magazine, 8/30-9/6/10

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Muslim Prayers and Renewal Near Ground Zero http://www.nytimes.com/2009/12/09/nyregion/09mosque.html?_r=1

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Ibid How the “ground zero mosque” fear mongering began http://www.salon.com/news/ground_zero_mosque/index.html?story=/ politics/war_room/2010/08/16/ground_zero_mosque_origins

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Newt Gingrich compares ‘Ground Zero mosque’ backers to Nazis http://voices.washingtonpost.com/44/2010/08/newt-gingrich-compares-ground.html

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NYers wage jihad vs. WTC mosque http://www.nypost.com/p/news/local/manhattan/nyers_wage_jihad_vs_ wtc_mosque_UgJiOBYEhrSOw4Q6hpvbQL

8.

Proposed mosque near ground zero triggers surprising views across South Florida http://articles.sun-sentinel.com/2010-08-23/news/fl-ground-zeromosque-mayocol-b08221020100821_1_mosque-near-ground-zeroislamic-center-mutation

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The Declaration of Independence of The United States of America http://www.gutenberg.org/files/16780/16780-h/16780-h.html

10. Ground Zero: Exaggerating the Jihadist Threat http://www.time.com/time/nation/article/0,8599,2011400,00.html

ALL articles used as the base of my research will be located at the end of the process book.

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FORMAT & VISUAL EXPLORATION Based on initial research and information that I thought a good format for my project would be to utilize the mass exposure of New York’s subway system.

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INITIAL VISUAL RESEARCH

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INITIAL VISUAL RESEARCH

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TRANSITION At first I was thinking about doing this as a NYC subway campaign and it was my initial idea. My ideas were not properly thought out during the live crit, the class felt that it was very new York and fit my subject well. I had reservations, It wasn’t all gelling yet...

After more research and getting feedback from friends and family members, my audience should not be a younger or metropolitan individual. But more of a rural individual that may not be as aware of the melting pot that cities are.

New York, may not be the proper place for the information to disseminate. It is the epicenter of the situation and via research people close to the controversy tend to be more tolerant. So with that I am thinking the a subway campaign may be preaching to the choir.

It may be more successful to reach people who are misinformed and further from the action. Everyone in the country has some sort of opinion when it come to the “ground Zero Mosque. I believe that they are informed more by their local news. It may be reason they fall prey to the conservative media who I thing is creating the hysteria and xenophobia about the situation.

I think my approach with be understanding.

The more the media breeds fear, and makes people scared, the easier it is for them to fall in line and just agree. I would like people to make a more informed and educated decision

based on our country’s values and not from politicians looking to gain votes.

So what if I did a campaign sponsored by the America Civil Liberties Union, ACLU and place it in a national newspaper. But this newspaper e.g. USA TODAY, depending on the area it was distributed in, had a local section.

Place the ads as a series to remind and bring awareness to the countries core values. And shed light on understanding to the ground zero situation.

Many religious leaders of all faiths realize the importance of our 1st amendment rights and what could happen to our country if we allowed this basic right to be stripped away.

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NEW VISUAL RESEARCH

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SURVEY Poll: I asked friends where do they get their news information from results are below

WEB (NON- SOCIAL MEDIA )

21%

TELEVISION

17%

RADIO

15%

NEWSPAPERS & SOCIAL MEDIA

11%

MAGAZINES

7%

MAGS & NEWSPAPERS COMBINED POSSIBLY

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20 %

21%

OF PEOPLE SURVEYED, AGE 25-45, SAY THEY GET MOST OF THEIR NEWS INFORMATION VIA THE INTERNET. (NON- SOCIAL MEDIA )

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CONCEPTS & DIRECTION My concept was to create a typographic solution as a national newspaper campaign. It would be something that would grab the attention of an audience outside of New York City.

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SKETCHES & IDEAS

SKETCHES & IDEAS

SKETCHES

SHOWN DURING LIVE CRIT ON ADOBE CONNECT

Creating a nation campaign, I to it best to align with an organization that was about the liberties and rights that Americans have. During my research I can across the American Civil Liberties Union (ACLU). Their stand on the ground zero mosque was all about tolerance, which was my angle too.

I felt they aligned exactly with the point of view that I was taking with my type project and decided to use them as the base of my campaign.

SKETCHES

SHOWN DURING LIVE CRIT ON ADOBE CONNECT

The idea that stook out in my head had to do with the saying New Forget. It was something that we as NY have etched in out brains since that day.

It would be interesting to spin the term and use it a platform for us to not forget the liberties afforded the citizens of America.

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RESEARCH 1 Tolerance at 51 Park A poster series that would progress with overlapping term and statements of tolerance. These then would be used to create the architectural structure of the proposed building at 51 Park Pl.

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2 Liberty & Rights This idea focused on the Liberties and right of Americans and would overlay info pertaining to the Muslim community. It would plan the so similarity of ALL American citizens.

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SKETCHES

SHOWN DURING LIVE CRIT ON ADOBE CONNECT

3 US Map of Type This idea, which I used, was to draw attention by create the type into the shape of the US. Then as you come closer you could read about why it would not be fair to prejudge Muslim Americans.

4 Never Forget Brain storming about ways to use the term never forget. A mind map of ideal and term associated with “never forget”

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TYPE INSPIRATION

SHOWN DURING LIVE CRIT ON ADOBE CONNECT

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TRUDY ABADIE: George - you are up!

GEORGE GARRASTEGUI: ok BRIDGID MCCARREN: nice job

THOMAS NOTARANGELO: I like the look of this and the type opportunity ALAN PRIMM: yes I liked that idea

iris. Really important topic you are addressing!

introduce

THOMAS NOTARANGELO: good job Iris

JOE LA COM: the patterns in the wall of

ALAN PRIMM: yes JOE LA COM: yup IRIS HERNANDEZ: yes LAWRENCE STITES: yes THOMAS NOTARANGELO: yes

REBECCA: that is a good way to

the planned mosque

ALAN PRIMM: puts a different ‘view’ LAWRENCE STITES: This is good.

Really good.

JOE LA COM: I like that IRIS HERNANDEZ: very interesting

LAWRENCE STITES: yes, that’s good.

concept

JOE LA COM: that might insult those

under fire.

Like the ‘’never Forget’’

LAWRENCE STITES: Muslims are really

who are on the other side. I think it’s the most grabbing headline, but never forget could be seen as stolen

JOE LA COM: nice

REBECCA: I agree Joe

THOMAS NOTARANGELO: I like it

THOMAS NOTARANGELO: TV could really be interesting, I like the UN idea best as well

JOE LA COM: this is good

THOMAS NOTARANGELO: Un just is the

main message

LAWRENCE STITES: I don’t, I think it

LAWRENCE STITES: yes

TRUDY ABADIE: Ditto REBECCA: I like too ALAN PRIMM: this would definitely

draw attention

is a good way to bring attention to the situation

ALAN PRIMM: in a good way

MYLES: I like UN... thought it had a slight

look at it

relation to United Nations

JOE LA COM: Never Forget will get

attention. But Never Forget has been used by those who’s families died, and I could see it turning people away.

LAWRENCE STITES: I do like ‘’never

forget’’

JOE LA COM: don’t get me wrong its

TRUDY ABADIE: It will be hard to not ALAN PRIMM: yes JOE LA COM: yeah THOMAS NOTARANGELO: yes REBECCA: yea TRUDY ABADIE: we will want to make

sense of it all

creative for sure

TRUDY ABADIE: My vote is on 3....

JOE LA COM: oh like the shape of the

JOE LA COM: 3

LAWRENCE STITES: it is a good way to

piece -

planned building?

introduce people to the issue

MYLES: What would that shape be?

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TRUDY ABADIE: The movement of the THOMAS NOTARANGELO: I agree

FEEDBACK

FROM LIVE CRIT ON ADOBE CONNECT

JOE LA COM: hands down.

IRIS HERNANDEZ: yep

REBECCA: 3

REBECCA: Yes! Good work!

TRUDY ABADIE: the words that are emotionally charged

TRUDY ABADIE: I am going to jump in on the mic for a sec to address that

TRUDY ABADIE: we can all relate to it

JOE LA COM: question on the far left?

REBECCA: very good inspiration!

TRUDY ABADIE: no matter who we are or where we are from TRUDY ABADIE: nice sources!

THOMAS NOTARANGELO: Nice

inspirations

IRIS HERNANDEZ: nice researched

ideas

JOE LA COM: definitely, the sizes and

BRIDGID MCCARREN: 3 Is the

strongest

JOE LA COM: are the shapes based on

the side of the proposed building?

LAWRENCE STITES: Do you lose the message with that one?

GEORGE GARRASTEGUI: ok...

JOE LA COM: the message could be

built in and be very legible

shapes of the text from 3 show diversity as well

LAWRENCE STITES: Do you lose the message with that one?

JOE LA COM: nice

GEORGE GARRASTEGUI: ok...

ALAN PRIMM: cool

JOE LA COM: the message could be

REBECCA: Nice!!!

TRUDY ABADIE: YEAH!!! doing

built in and be very legible

GEORGE GARRASTEGUI: um..

cartwheels ... This is what we are after

LAWRENCE STITES: #3 poster?

TRUDY ABADIE: it could serve as both

LAWRENCE STITES: online?

JOE LA COM: cartwheels and typing,

TRUDY ABADIE: Sure

talented

TRUDY ABADIE: YES!!!!!

LAWRENCE STITES: It is scary... I have

dNever forget is sooo strong

TRUDY ABADIE: I am also cooking and

doing laundry

TRUDY ABADIE: :) TRUDY ABADIE: sorry - combination of

the references

TRUDY ABADIE: and the actual

LAWRENCE STITES: great stuff THOMAS NOTARANGELO: Great job REBECCA: good job MYLES: I lost that whole conversation between you two... but great work G! TRUDY ABADIE: Bridgid - you are up!

ALAN PRIMM: looks great GEORGE GARRASTEGUI:

thanks guys and ladies!

direction

JOE LA COM: nice IRIS HERNANDEZ: lol MYLES: I like 3 THOMAS NOTARANGELO: yes

THANKS CLASS, FOR ALL THE POSITIVE FEEDBACK. IT REALLY HELPED TO SOLIDIFY A DIRECTION AND STYLE FOR MY PIECE!

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DIGITAL ROUGHS

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Based on the feedback from Option #3, I went and quick mocked up some digital idea to see if the class thought I was one the right track. I believe that class was in favor of my direction, so I continued with it.

LEFT:

Playing with type and seeing how words and shapes would work together.

ABOVE:

Variation of color option and to begin to overlay paragraphs of type.

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DIGITAL ROUGHS

COLOR OPTION:

Working with the red and blue variations of colors to finalize color story.

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IMAGE CREDIT: Ryan Budhu FOUND VIA FLICKR. http://www.flickr.com/photos/ryanbudhu/4939696937/

FINAL DESIGNS & FORMAT After going back and forth with my typographic map idea and the format, I went back to the Public Transportation idea. I felt it was the strongest way to show my campaign. It would be a series of posters. A Subway/ Bus campaign would get a lot of attention in the part of the country it matters most, NYC. There can be many possible components to this campaign. It could have a web component, a site devoted to education information, focusing on all of the points in this piece. Also banner ads on News sites that have heavy traffic (e.g. CNN.com, Foxnews.com, HuffingtonPost.com) I may take this further, but for now the MTA/ subway format will be successful avenue.

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