Design News - Issue 1

Interview Typography

Mr. Richard StreitmatterTran

MUSEO It all started with my love for U

RMIT University Vietnam | Design Club

Design Newsletter

1

RED

August 2010

DesignNews FLOWERBY

Commercial Taking fragrance to the Level of Fine Art

Workshop Make page flipping effect with Adobe Indesign CS4

Barbara Kruger A Feminist Artist

Games Get a voucher from Highland Coffee

Letter to Readers

Huynh Tran Khanh Nguyen (Vice President of Design Club)

Contents August 2010 INTERVIEW 04 Lecturer Richard Streitmatter-Tran

DESIGN WORLD 10 MUSEO Advisor Thong Li Ping Chan Hsiao Jung

It all started with my love for U 18 Barbara Kruger A feminist artist

Project Manager Huynh Tran Khanh Nguyen Editor-in-Chief Tran Ly Ngoc Nguyen Graphic Designer Tran Ly Ngoc Nguyen Tran Dang Khoa Staff Writer Hoang Thi Thanh Thuy Tran Dang Khoa Tran Ly Ngoc Nguyen Huynh Tran Khanh Nguyen

26 FlowerByKENZO Taking fragrance to the Level of Fine Art

WORKSHOP 34 How to make page flipping effect with Adobe InDesign CS4 38 Tips for design students at RMIT 38 School Events

ENTERTAINMENT 40 What The Font 41 Guess Whose

thedesignnewsletter@gmail.com

42 Crosswords

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INTERVIEW

Richard Streitmatter-Tran

“

“

Take risks. Otherwise, you will be 60 years old and full of regret.

Believe in yourself and do whatever it takes to make your life feel alive. Don’t be competitive, share information. Try and be kind.

1. As a Vietnamese-American visual artist, you used to live and work in both countries and now mostly in Vietnam. Why did you decide to move back to Vietnam? And how did the two cultures have influence on your works and your life?

I first came to Vietnam as a part of a trip organized by the Massachusetts College of Art in 2001. At that time I also became friends with several Vietnamese designers that were studying a semester at the college in Boston. We had the dream of starting an arts collective in Ho Chi Minh City after I graduated from the college. What is often erroneously reported in the press is that I returned to Vietnam as a search for roots or identity. In fact, that cliché often attached to anyone that returns for Vietnam. For me, it was a chance to see another part of the world and a need for stimulation that would later inform my artwork. Of course, living in Vietnam has certainly informed my work, but my work isn’t defined by it or the United States exclusively. I feel very strongly that the artist has the right to situate their work, even if it falls outside of expected commentary on nationality.

For me, cultures and ideas experienced through reading have as much defined my work as the places I’ve visited or lived.

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2. It seems that travel takes the top in your activities. Which countries and cities did you visit up to now and which are on the top of your list nowadays?

My research has tended to focus on cultural production in what might be referred to as the Mekong subregion (Thailand, Vietnam, Cambodia, Laos and Myanmar). In 2005 I received the Martell Contemporary Arts Research Grant from the Asia Art Archive in Hong Kong and it allowed me to establish a strong network in the region, particularly among artists and curators. It seems that Singapore has oddly enough become somewhat of a third home, as I’ve been involved in several projects there in the last several years.

My work tends to be shown mostly in Asia and I’ve done residencies in Thailand and Japan, and exhibited work in these countries as well as China, Korea, Malaysia, Singapore, Cambodia and Australia. I’ve been developing more connections and projects in Europe recently. I’m writing this interview from a hotel room in Amsterdam in fact. I’ve been involved in projects and exhibitions in Germany, The Netherlands, Italy and the Czech Republic.

As far as top of the list, I would still very much like find some opportunities in Cuba, Sao Paolo and Europe. As a tourist, I’d like to follow the Silk Road and explore the history of Islamic architecture and art in these regions.

The Jungle Book (Catfish). (2009). Photography.

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The Gleaners and the Gleaners (2008). Photography.

Hephaestus' Lure (2010). Sculpture. Gold painted Iron.

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Body Frame/Video Frame (2005). Video.

September Sweetness (2008). Installation. Sugar.

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Lao Tzu Dreams of the LHC (2009). Sculpture. Steel, Copper and Brass.

DESIGN WORLD

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Jos Buivenga - Museo font designer

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A page from Jos’ sketchbook.

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15 http://www.marcosxotoko.com/

http://www.designvic.com/ WhatIsEcoDesignKit.aspx

A look at ‘Museo’ around the web http://francescomugnai.com/

http://www.mattdempsey.com/

MUSEO as RMIT Coporate Identity Typeface

Designed to reflect the dual nature of RMIT University – its heritage as the “working man’s” college roots coupled with a strong technological progressiveness. Bodoni was chosen for the former and the pixelated dot was designed for the latter. Since its inception the RMIT ‘dot device’ has been used for all sorts of things (many unforeseen) including a cartoon character and a furry mascot for the institution’s open day. Although there have been a few cosmetic alterations and additions to the identity the logotype is happily still in use.

The identity has been through several revisions by marketing agencies, the main changes being seen in the support typography which has changed from Bodoni to Thesis (1993) and then most recently to Museo (2008).

Little known fact: The RMIT corporate identity was designed on a Macintosh SE30. This machine sported a stunning 4 megs of RAM, 40 meg hard disc and a nine inch mono screen — as one person put it at the time it was like ’sculpting a bus through a porthole’.

Letterbox, RMIT University, <http://www.letterbox.net.au/rmit-university>

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http://www.youtube.com/watch?v=UEuM-Zx5xJA

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Barbara Kruger

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A Feminist Artist

By Hoang Thi Thanh Thuy

As a designer, have you ever thought about what is your role about art to the society? Are Feminism, classicism, racism and consumerism concerned in your works? Or designers just care about color, font, layout, and grid. So what and how a designer works? Barbara Kruger said:"I had to figure out how to bring the world into my work." Kruger is one of the Feminist Artists of the 20th Century with others famous artists such as Cindy Sherman, Joyce Wieland. Her great interest in globalization and other present-day society issues is obvious in sentences such as “WE ARE THE SLAVE OF THE OBJECTS AROUND US” or “KNOW NOTHING. BELIEVE ANYTHING.”

B

arbara Kruger was born in Newark, New Jersey, in 1945. After attending Syracuse University, the School of Visual Arts, she studied art and design at Parsonâ&#x20AC;&#x2122;s School of Design in New York.

Figure 1: Reproduced from The Art History Archive

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"Barbara Kruger" exhibition, "Barbara 1991.

Kruger" Mary Boone exhibition, Gallery, 1991.

New Mary York.

Boone Gallery, New York.

Figure 2: Reproduced from The Art History Archive

Barbara Kruger. Untitled (He entered shop after shop...). 2008 Figure 3: Reproduced from The Art History Archive

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Barbara Kruger.

Figure Untitled 4: Reproduced (I shop, from therefore The Art History I am).Archive 1987

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Figure 5: Reproduced from The Art History Archive

"I think I developed language skills to deal with threat. It's the girl thing to do - you know, instead of pulling out a gun."

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Figure 6: Reproduced from The Art History Archive

"There are so many moments and works that influence us in what we do. Movies, music, TV and, most importantly, the profound everydayness of our lives."

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Figure 7: Reproduced from The Art History Archive

"I mean, making art is about objectifying your experience of the world, transforming the flow of moments into something visual, or textual, or musical, whatever. Art creates a kind of commentary."

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"Do you know why language manifests itself the way it does in my work? It's because I understand short attention spans."

Figure 8: Reproduced from The Art History Archive

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FLOWERBY

Commercial

Taking fragance to the Level of Fine Art

Figure 1: Reproduced from FlowerByKenzo.com 2010

Flower by Kenzo is the most popular Kenzo fragrance for women. Created by Alberto Morillas in 2000, it is an imaginary scent of a red poppy flower which is really scentless.

In 2000, KENZO gave the red poppy life and presented the powdery floral fragrance FLOWERBYKENZO to the world. 10 years later, in 2010, KENZO reinvents its signature with a new ad film. At dawn on the rooftops of Paris, a Japanese fairy appears to shower the city with poppies, transforming the skyline into a celestial field of flowers. She observes as the city comes to life, citizens awakening to find a whimsical playground above them. Directed by Patrick Guedj and introducing Lika Minamoto as the new face of FLOWERBYKENZO.

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Everything about Flower by Kenzo is beautiful.

There is an elegant white box with poppy flower in different phases of blooming on each side…

There is a tall, slender bottle, slightly curved, which looks like a minimalistic Japanese vase with poppy flower in it…

Figure 2: Reproduced from FlowerByKenzo.com 2010 Perfume brand Flower By Kenzo is well known for featuring advertising with real flowers.

In a recent experiential marketing campaign to launch a new fragrance, Flower By Kenzo let tens of thousands of poppies flourish in the baskets of bicycles early one morning in the Swiss city of Zurich.

A simple idea but something that delighted cyclists and really demonstrated how the perfume brand lived its brand promise of “The world is beautiful”.

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The Storyboard Before shooting the clip began, director Patrick Guedj had a pretty clear idea of what the outcome would be. Just like for a movie, there is a scenario. For a commercial, the director has a very practical tool: the story-board, a sort of comic-strip version of the film. But getting from the pretty, poetical sketches with poppies floating through the sky to a film with actors actually playing their role requires a lot of hard work. As Patrick Guedj puts it, “The challenge is to make it look even better in real life’ than on the story board. And ‘that can be quite tricky’ he admits.

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Figure 3: Reproduced from OsMoz.com 2010

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The Commercial

Figure 4: Reproduced from FlowerByKenzo.com 2010 Face: Lika Minamoto Director of the commercial: Patrick Guedj Director of the making-of: Jan Rouiller Photo stills: Agnès Dupré Story-board: Loïc Fontimpe Music: Jil is Lucky (® Roy Music) You can watch it here: http://www.youtube.com/watch?v=qL0h11nl_qY

The Making-of In this 5-minute and 30-second long making-of, you get a glimpse of just how much work goes into making what in the end will be a film that’s just… 50 seconds long. http://www.youtube.com/watch?v=LfUoamIy7Ps

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The Interview

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Figure 5: Reproduced from TokyoByKenzo.jp 2010 A bonus interview with the director and the actress. Watch it here: http://www.osmoz.com/News-Trends/osMoz-TV/Making-Of/Flowerby-Kenzo-by-Kenzo-interview-Patrick-Guedj-Lika-Minamoto About Patrick Guedj Over the past 10 years as creative director of Kenzo Parfums, Guedj has directed 11 advertising films. He takes his time to conceptualize his films, draws them, and instills himself with the wishes and imaginations of those who entrust him with this wonderful yet absurd mission: to visualize the scent of a perfume.

About Lika Minamoto Born in Tokyo, Minamoto was discovered by a modeling agency in Paris while studying classical dance. She has been featured in many advertising campaigns, including a contract with Van Cleef & Arpels. She was praised for her performance in the 2008 French film, Inju: The Beast in Shadow, which was selected for entry into the 65th Venice International Film Festival. She is the first Japanese woman selected as the face of FLOWERBYKENZO.

REFERENCES: ‘Behind the scenes of the new FLOWERBYKENZO commercial’, OsMoz.com 2010, <http://www.osmoz.com/News-Trends/Magazines/Behind-thescenes-of-the-new-FLOWERBYKENZO-commercial> ‘Flower by Kenzo: Scent of the Beautiful World’, Precious-Womens-Perfumes.com 2010, <http://www.precious-womens-perfumes.com/flower-kenzo-perfume-review.html> KENZO Film For FLOWERBYKENZO Fragrance’, TalkingMakeup.com 2010, <http://talkingmakeup.com/fragrance/kenzo-film-for-flowerbykenzo-fragrance/> ‘The world is beautiful’, WhatNext 2010, <http://whatnext.bcm.com.au/2010/2010-24/experientialmarketing-flowers/>

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WORKSHOP

&

How to make effect by InDesign CS4

By Tran Dang Khoa

While you were browsing around the internet, you might have seen some online magazines, comic book webpages. They make their online magazine look like an actual book which you can flip around the pages. The transition is really smooth, and you may wonder: how did they do that?

Well... in this first issue of DesignNews, I’m going to show you how to do that, in ...steps with Adobe InDesign Let’s get started by opening Adobe InDesign CS4.

What is Adobe InDesign?

Adobe® InDesign® CS4 software breaks down the barriers between online and offline publishing. Create compelling print layouts, immersive content for playback in the Adobe Flash® Player runtime, and interactive PDF documents

1. After you launch ID, go ahead and create a new Document

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2. In the pop-up menu, you choose the page size and the orientation of your page.

Click ok, and you are ready to go, Here I make an A4 size document.

3. You will have your canvas look like this. It may look strange to you if this is your 1st time working with InDesign.

But it is very easy to use and quite similar to Adobe Illustrator.

What is Adobe Creative Suite?

Adobe Suite include many softwares that are used for various purposes.

Photoshop is used with bitmap file, Illustrator is used to work with vectors, and InDesign is a publication software.

All these softwares are highly cooperated with each other for an efficient workflow.

4. You can start laying out your Design like you want.

Here I took some pictures and some lorem ipsum from: http://www.lipsum.com/ for my layout.

You can create a page by clicking the new page button in the Pages panel Or you can even place your document from Illustrator, or Photoshop and other Adobe Softwares.

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5. Now you have all the pages laid out Let's make some magic.

You need to open the Page Transitions panel by going to Window>Object&Layout>Page Transitions

6. Make sure that you select all your pages in the Pages panel, by Shift + click.

7. In the Page Transitions panel, change the Transition from None to PageTurn(SWF only).

8. Now in the page pannel you can see a little icon beside the page saying that this page is appied a transition

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9. So now you did it.

But nothing happens because you haven't exported it yet.

Now let's go ahead and export it. Go to File>Export..

10. Now it’s gonna ask you which name and where do you want to save your file.

I’m gonna call it flippage.swf and save it to my desktop. Then I hit save.

11. Opps… such a big dialog box comes out, but you have to make sure that the Include Page Transitions is checked for the effect to work.

Now go ahead and click ok.

Now if you go to where you save your file, in my case is my desktop, I’m going to see my file there: an swf file and an html file. Now let's go ahead and open the html file in your browser.

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You can see your 1st page there. Now if you move your mouse to the upper or lower corner of the page, click it, you will see the magic happen.

I hope you enjoy this tutorial.

You can watch the demo page at: http://mekong.rmit.edu.vn/~s3210046/flippage.html or download the whole package at: http://mekong.rmit.edu.vn/~s3210046/flippage.zip

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ive



s

ince you are a design student, you will encounter ome difficulties that are unpredictable, but some mall, little things here will help you save the day.

S

Save your work as regularly as possible will help you save your efforts, especially when the electricity goes off.

Back up your work to as many sources as posible: USB, desktop, laptop, HD...

NTFS

To store file, which is larger than 4GB, you will need NTFS. So you should format your hard drive to NTFS, or partition your hard drive into 2 disks, one NTFS and one is FAT32.

3D max stand alone version on Window- Mac machine can only be used for 7 days. So...you should run 3D max on a PC, and think carefully before you purchase a Mac.

SSCC

ver 1.1.2

3d

3d x max a m

7days

If you are not happy with the course structure, facilities of RMIT, SSCC: Staff Student Consultative Committee is a great chance for you to complain about everything to Don Gordon.

SCHOOL EVENTS Week 4

DESIGN CLUB’s Mascot Competition

Week 5

Badminton Tournament

Week 6

Music Club - We’ve Got Talent 2 Final round 5 on 5 Basketball Tournament ( the event will last until week 10 ) International Club’s charity visit, organized every semester to help the disadvantaged people.

Week 7 - 8

Environment Club’s Swapping Day

Week 9

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ENTERTAINMENT

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Test your design knowledge through our games and get a chance to win these valuable and exciting prizes.

Complete all 3 challenges and send your answer to thedesignnewsletter@gmail.com as soon as possible. First come first served!

Closing date for submission will be 2 weeks from the publishing date.

WhatTheFont?

You might use research websites such as: http://www.identifont.com or http://new.myfonts.com/WhatTheFont/ to find the correct answer.

Remember to use as many websites as you can find to check to get the most correct result.

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Guess Whose?

This style of painting is called Magic Realism, where the artist plays with perspective and create optical illusion!

Magic Realism has been introduced in 1925, by Franz Roh. This style of painting does not involve any fantasy or mysterious creatures. Its objects are people and normal things, however it still creates interest for the artwork itself.

This picture is painted recently. Name the painter, get yourself a prize.

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Crosswords

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10

10

7

2 12

3

6

4 9

5

7

6 9

7

5

8

10

number of letters

10

number of letter in key words

5

9

word block

12

10

key word

1. A very important layout tool that helps align and structure the layout systematically, increase readability and visual appeal.

3. An era in history where artists and philosophers develop their works based on classical sources. Usually known as the name: Rebirth.

6. A theory which describes that the meaning of a text is defined by the reader, but not the author

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