Viktor Schreckengost Design Language Project
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Viktor Shreckengost, an accomplished artist, craftsman, designer and educator, was one of the founders of modern industrial design. Armed with the philosophy “design for the masses not for the classes” Vik’s prolific career is believed to have contributed $250 billion to the US economy, while bringing a unique flavor of modernism to Americans. As part of an effort to create a living legacy for Viktor, the Shreckengost family has committed to a strategy of making his past work accessible, while creating a new line of products, which will embody his values. Here is the process and end result of coming up with this design language.
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Historical background The history of Viktor’s life accomplishments and work was researched in order to fully understand him and what a Viktor brand should stand for.
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research
Viktor Schreckengost: Design language project 05 The Legacy of Viktor Schreckengost Every adult in America has ridden in, ridden on, drunk out of, stored their things in, eaten off of, been costumed in, mowed their lawn with, played on, lit the night with, viewed in a museum, cooled their room with, read about, printed with, sat on, placed a call with, enjoyed in a theater, hid their hooch in, collected, been awarded with, seen at a zoo, put their flowers in, hung on their wall, served punch from, delivered milk in, read something printed on, seen at the World’s Fair, detected enemy combatants with, written about, had an arm or leg replaced with, graduated from, protected by, or seen at the White House something created by Viktor Schreckengost Called an "American da Vinci" by so many that discover him, the breadth and depth of his work is staggering by any measure. A pioneer of modern American industrial design, prolific sculptor, painter, and ceramist, his works are sought by and held in major private and public collections across the United States and around the world. His accomplishments have been recognized through dozens of awards including the National Medal of Arts awarded by the President of the United States, the country's highest award in the arts. Schreckengost's crowning achievement was his creation of the first industrial design education program in America in the 1930s. For nearly 70 years, he trained generations of leading industrial designers. The impact on the country's economy far exceeds $200 billion. His impact on the quality of our lives is immeasurable.
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Upscale, quality, utilitarian, craftsy
Witty, expressive, fantastical, irreverent
Classic, pricey, upper-class, caiters to multiple aesthetic tastes, eclectic
Simple, functional, design for the masses, D.I.Y, universal
Mechanical aesthetic, innovative, precision, cuttingedge
Domestic, feminine, D.I.Y, percieved luxury, class, traditional
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original, pioneers Versitile, organic, sculptural, simple, elegant
Unobtrusive, honest, minimal, consequential
Minimalist, clean, soft squares Elite, in your face, sculpture, radical Streamline, simplicity, eliminates cluttering detail and answers a subconscious yearning for the polished, orderly essential Fluid forms, futuristic, sculptural Linear, organic architecture
Viktor Schreckengost: Design language project 05
Value-based competitive landscape chart
cost
Competitive landscape We also listed all brands that we considered competitors in a similar market and broke them down
Ive
into key terms to determine their brand essence. We then made key positioning maps to determine were the Viktor brand would be positioned in comparison to the rest of the market.
utility
VIKTOR
Value = Utility - Cost
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Concepts Using Viktor’s sculpture as reference, concepts and ideations were generated in a wide variety of product fields. Everything from kitchen caddies to big wheels, clocks to vessels.
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concepts
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Developing a brand essence and design language As a class we condensed and
i n div e l b i sa
REACH
ve prag ssi
expr l a e du
acc e s atic m
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analyzed our concepts. We developed and brainstormed a brand essence, as well as visual vocabulary and palettes for the Viktor brand
Viktor Schreckengost: Design language project 05
kitchen
home decor
ride-on
pragmatic stable structural simple clean neutral color expressive in pattern
expressive individual pragmatic accessible organic emotional sculptural warm colors
individual multicolored personality character accessible saturated playful unique fresh
20 % color 80 % white
40 % color 60 % white
80 % color 20 % white
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Refinement After establishing subbrands, brand languages and visual palettes, I further refined my idea,exploring forms for a vessel inspired by Viktors Brahman sculpture.
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refinement
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patterns courtesy of Ivy Garrigan & Julia Chepke
Viktor Schreckengost: Design language project 05
Detachable lid allows for easy storage of food, as well as keeps things fresh
Saucers are shaped to match bowls, feet elevate plate off the surface to increase stability and prevent spillage.
Lid can double as a base for storing on smaller, uneven surfaces as well as in the fridge.
Serving dish is double walled, to help insulate warm and cold foods. The inner lining also has large rounded corners, to allow for easier serving and easier clean-up.
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Gabriel Puerto gpuerto@bellsouth.net 305 613 8808