/
2
H E M A N
THE COMMUNICATION
SYSTEM
T
0
POLITIKALLY /
1
POLITIKALLY /
2
02/ AN / / /
POLITIKALLY /
THE
MAN
OVERVIEW COLOUR FORM CONTENT
(02) (05) (06) (07)
1
THE
MAN
› AN OVERVIEW › COLOUR › FORM › CONTENT › COMMUNICATION
Th e M a n r e q u i r e s c o m m u n i c a t i o n an d r e l a t i o n s h i p s w i t h o n e a n o t h e r , cr ea t i n g t h e n e e d f o r a s y s t e m
____
to c o n n e c t w i t h . A p r e c i s e a n d
______ ...
ge om e t r i c a l l y r e a s o n e d s e t o f r u l e s
________ ....
is d e r i v e d f r o m T h e B o d y , c r e a t i n g
___________ ....
a gr a p h i c d e s i g n s y s t e m t h a t b e s t
____________ ....
co mm u n i c a t e s v i s u a l l y w i t h t h e l o c a l
______________ ....
yo ut h i n t h e c o n t e x t o f p o l i t i c s .
_______________ ....
_________________ ....
__________________ ....
/ C O L O U R______
/ Colour is the most primitive and basic level of cognition. A strong and
_____________ ....
_____________________ ....
accurate use of colour can immediately
_______________________ ....
attract and draw connections to certain
__ _____________________ ....
concepts or objects. For example, the
__________________________ ....
red, white and blue combination makes
___________________________ ....
one associate that with America.
________________________ .... ____
______________________________ ....
________________________________ ....
_________________________________ .... / Form involves bulk of the design
___________________________________ ....
elements: logo, typography,
_____________________ ______________ ....
design – visual symbolism. Before
______________________________________ ....
the 2008 presidential elections
_______________________________________ ...
with President Barack Obama’s
_________________________________________ ....
meticulously-designed political
__________________________________________ ....
campaign, it was rarely employed
____________________________________________ ....
by presidential candidates.
_____________________________________________ ....
________________________________ ______________ ....
________________________________________________ .... / Content involves the slogan and
_______________________________ __________________ ....
message, which makes up the entire
___________________________________________________ ....
ideology of the party. To be able
_______ _____________________________________________ ....
to control the message while keeping the consistency of the design will make the entire package wholesome and awesome.
_____ ________________________________________________ ....
________________________________________________________ ....
_________________________________________________________ ....
___________________________________________________________ ....
____________________________________________________________ ....
_______________________________ ______________________________ ....
••• _______________________________________________________________ ....
/CONTENT
•••••••• ____ ______________ _____________________________________________ .........
••••••••••••• __________________________________________________________________ .............
•••••••••••••••••• ____________________________________________________________________ ..................
•••••••••••••••••••••• _____________________________________________________________________ ......................
••••••••••••••••••••••••••• _______________________________________________________________________ ...........................
•••••••••••• •••••••••••••••••• ________________________________________________________________________ ...............................
• ••••••••••••••••••••••••••••••••• __________________________________________________________________________ ...................................
•••••••••••••••••••••••••••••••••••••••• ___________________________________________________________________________ ........................................
••••••••••••••••••••••••••••• •••••••••••••• _____________________________________________________________________________ ............................................
••••••••••••••••••••••••••••••••••••••••••••••••• ________ _____________________________________________________________________ .................................................
••••••••••••••••••••••••••••••••••••••••••••••••••••• ________________________________________________________________________________ .....................................................
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••• _________________________________________________________________________________ ..........................................................
•••••••••••••••••••••••••••••••••••••••••••••••• ••••••••••••• _______ ___________________________________________________________________________ ..............................................................
••••••••••••••••••••••••• ••••••••••••••••••••••••••••••••••••••••• ____________________________________________________________________________________ ...................................................................
•••••••••••••••••••••••••••••••••••••••••••••• •••••••••••••••••••••••• _____________________________________ ....................................................................... _________________________________ ______________
••••••••••••••••••• •••••••••••••••••••••••••••••••••••••••••••••••••••••••• _______________________________________________________________________________________ ............................................................................
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• _________________________________________________________________________________________ ................................................................................
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• __________________________________________________________________________________________ .....................................................................................
•• •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• ____________________________________________________________________________________________ .........................................................................................
POLITIKALLY /
2
A GRAPHIC DESIGN SYSTEM DESIGNED FOR THE SINGAPOREAN YOUTH IN THE CONTEXT OF LOCAL POLITICS.
____
______ ...
_______ ....
________ .....
___________ .......
___________ .......
_____________ .........
_______________ ...........
________________ ............
__________________ ..............
____________________ .... ....... ..
____________________ ................
_______________________ ..................
________________________ ...................
_________________________ ................ ....
___ ...................... _______________________
____________________________ .......................
______________________________ ..................... .....
________________________________ ............................
“The future
________________________________ ..............................
of politics
__________________________________ .......... ....................
will be
_______________________ ................................. ____________
online.”
/FORM
_____________________________________ ... ...............................
_______________________________________ ....................................
_________________________________________ .............. .......................
__________________________________________ ....................................... ___________________________________________ ........................................
_____________________________________________ ..... ....................................
_______________________________________________ ........ ............................... ..
__________________ ............................................. _____________________________
__________________________________________________ ...............................................
___________________________________________________ ........................................... .... ____________________________________________________ ..................................................
______________________________________________________ .................................... ..............
________________________________________________________ .................................. ... .............
_________________________________________________________ .................... ....... .........................
___________________________________________________________ .......................................... .............
____________________________________________________________ ......................................................... ••• _____________________________________________________________ ...........................................................
••••••• ................................................................. ____________________________________________________________ __
•••••••••••• _________________________________________________________________ ..................................................................
••••••••••••• •• .................................................................... __________________________________________________________________
••••••••••••••••••••• ____________________________________________________________________ .....................................................................
•••••••••••••••••••••••• .......................................................... ____________________________________________________________________ ............
••••••••••••••••••••••••••••• ........................................................................ ______________________________________________________________________
•••••••••••••••••••••••••••••••••• .......................................................................... ________________________________________________________________________
•••••••••••••••••••••••••••••••••••••• ........................................................................... _________________________________________________________________________
•••••••••••••••••••••••••••••••••••••••••• ............................................................................ ___________________________________________________________________________
•••••••••••••••••••••••••••••••• ••••••••••••••• _____________________________________________________________________________ ......................................................... ...................
•••••••••••••••••••••••••••••••••••••••••••••••••• ............................................................................... ______________________________________________________________________________
••••••••••••••••••••••••••••••••••••••••••••••••••••••• ________________________________________________________________________________ .................................................................................
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• ........................................................................... _________________________________________________________________________________ .......
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• .................................................................................... __________________________________________________________________________________
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• ...................................................................................... ____________________________________________________________________________________
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• _____________________________________________________________________________________ .......................................................................................
••••••••••••••••••••••••••••••••••••• ••••••••••••••••••••••••••••••••••• ••••• ....................................................................... _______________________________________________________________________________________ .................
••••••••• •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• _________________________________________________________________________________________ ..........................................................................................
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• ............................................................................................ __________________________________________________________________________________________
POLITIKALLY /
3
/
COLOUR THE
› COLOURS ASSOCIATED WITH SINGAPORE
OF
STANDARD OUR
ARE
COLOURS
NATIONAL
PANTONE
FLAG
RED
032C
PURPOSE: TO EMPLOY A SET OF COLOURS THAT BEST REPRESENTS SINGPORE
PANTONE
C=0 M=100
C=20 M=100
C=0 M=0
RED 032C
Y=100 K=0
Y=100 K=20
Y=0 K=0
Red and white are
definite candidates
in representing
Singapore. In general,
the usage of maroon
reflected more
sophistication and
professionalism while
providing overall
colour balance.
R e d s y m b ol i s e s universal b r o t h e r h oo d a n d e q u a li t y o f m a n . Wh i t e signifies pervading and e v e r l a s t in g p u r i t y a nd virtue.
\/\/\/\/
FORMULA:
T h e red and white
OPACITY:
c o m bination also
(FROM
THE
BODY)
r e p resents C= 0 M = 1 0 0 Y = 1 0 0 K = 0
SINGAPORE =
100%
80%
60%
40%
20%
PA NT O N E R E D 0 3 2 C
100%
80%
60%
40%
20%
C= 20 M = 1 0 0 Y = 1 0 0 K = 2 0
100%
POLITIKALLY /
80%
60%
40%
20%
CONSERVATIVE
+
GREENERY
+
MODERN,
+
RIGIDNESS
+
SUNNY
+
INDEPENDENT
+
FORMALITY
+
PASSIONATE
+
DYNAMIC
+
PAP
CHIC
ISLAND
4
BASED
ON
YOUTH’S ON
OPINION
COLOURS,
RED,
POSSIBLE COLOUR PALETTES
THE
MAROON
WHITE,
THE
BLACK,
NAVY
EMERALD ALSO
BESIDES AND COLOURS AND
GREEN
ARE
POPULAR. IMPLEMENTATION
VARIATIONS C=100
MESSAGE
EXISTING USAGE
JUSTICE,
SERIOUS,
SERIOUS,
M=100
PROFESSIONAL,
LOUD,
LOUD,
Y=100
SOLEMN,
CONFIDENT,
CONFIDENT,
K=100
CONTRAST
PATRIOTIC
PATRIOTIC
C=100
BLACK, GREY
REASONS
PATRIOTIC,
PATRIOTIC,
PAP,
M=100
NAVY, BLUE
OUR DEFENCE,
AMERICAN,
AMERICA
Y=30
NATURE,
POLITICAL,
K=0
ISLAND
BALANCED
C=80
EMERALD
GREENERY,
LOUD, FUN,
NOT BEEN
M=0
GREEN, MINT
NATURE,
QUIRKY,
USED BEFORE
Y=50
GREEN
ISLAND
HIPSTER
K=0
//////////////////////// //////////////////////// //////////////////////// //////////////////////// POLITIKALLY /
5
Schriftentwicklung für Leitsystem
/
FORM: TYPOGRAPHY
LTA Identiy Typeface › TYPOGRAPHY IN SINGAPORE öffentliche Verkehrsmittel Singapur
PURPOSE: TO EMPLOY TYPEFACES SINGAPOREANS
LTA IDENTITY TYPEFACE
USED IN TRAIN STATIONS
CAN RELATE TO AND RECOGNISE Th es e a r e a f e w o f th e t y p e f a c e s t h a t ar e m o r e r e c o g n i s a b l e
ROTIS
to S i n g a p o r e a n s d u e
SEMISANS
to t h e i r a m o u n t o f in te r a c t i o n w i t h
USED FOR NEW
th es e i t e m s .
ROAD SIGNS
Be si d e s t h e t y p e f a c e s fo r r o a d s i g n s a n d th e s i g n a g e f o r M a s s
BIG CASLON
Ra pi d T r a n s i t t r a i n st at i o n s , t h e r e a r e
USED AS
so me o t h e r t y p e f a c e s
THE HEADER
th at a r e p r e v a l e n t
IN STRAITS
in S i n g a p o r e ,
TIMES
fo r e x a m p l e , t h e
NEWSPAPER
ne ws p a p e r s s u c h a s
(MAIN
St ra i t s T i m e s a n d T h e
PAPER IN
Ne w P a p e r .
SINGAPORE)
HELVETICA NEUE
USED IN THE NEW PAPER (LOCAL TABLOID)
FRUITIGER LTD
USED IN THE BUSINESS TIMES
POLITIKALLY /
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrst uvwxyz 1234567890 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrst uvwxyz 123456789o ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrst uvwxyz 1234567890 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrst uvwxyz 1234567890 6
ANALYSIS
BOLD, ROUNDED
CURVE MOTIF
SANS SERIF LTA IDENTITY TYPEFACE FONT FOR TRAIN STATIONS. CHARACTERISTICS: BOLD, TIGHT KERNING, HUMANIST, DISTINCTIVE FEATURE
* FIGURE FROM LTA WEBSITE TIGHT KERNING
HENCE EASILY RECOGNISABLE
OTHER LANGUAGES
////////
THE NATIONAL LANGUAGE OF SINGAPORE IS MALAY; IRONICALLY THE MAIN LANGUAGE OF COMMUNICATION FOR MOST LOCALS IS ENGLISH.
I n c a se s s u c h a s t h e common “danger” sign t h a t is p l a c e d i n areas of renovation or c o n s t ru c t i o n w o r k s , a l l f o u r “m a i n ” l a n g u a g e s a r e u se d . T h i s s i g n a g e i s r e co g n i s a b l e a n d i d e n t if i a b l e , a k e y t y p o g ra p h i c s i g n a g e t h a t is t r u l y s i n g a po r e a n .
POLITIKALLY /
7
/
F O R M : L O G O ❒❑
› DESIGNING A LOGO FOR POLITICS
✍
PURPOSE: TO DESIGN A LOGO THAT WILL REPRESENT A LOCAL
FORMULA: (FROM
GOOD
✏
✐
=
✐ ✏ ✐ ✏ ✐ ✏
AS
A
RULE
OF
THUMB,
| || | |
| | SUNS
|
| | |
AVOID STARS
THE
BODY)
LOGO
MINIMALIST,
+
COLOUR
+
STRONG,
+
NON-COMMUNIST
+
PROFESSIONAL,
+
SYMBOLIC,
+
STRAIGHTFORWARD
+
LOCAL
+
ORIGINAL,
+
WITTY,
+
WELL
DESIGNED
+
EASY
RECALL
A symbol or logo may have multiple meanings in its
⌫ ▩
and can be really interesting or misunderstood in
★☆★
BALANCE POWERFUL
⌦
ELEGANT
MEANINGFUL
SIGNIFICANCE CREATIVE
HIPSTER
⌧ ⌫▩ ▩ ⌦⌫ ⌧ ▩
representation,
its context.
SIMPLE
⌧
⌦
⌦ ▩ ⌧
⌦
POLITICAL PARTY
⌧ ▩ ⌦
POLITIKALLY /
8
/
FORM: DESIGN
› DESIGNING THE FORM
3
PURPOSE:
2
TO EMPLOY A GRID
1 1
5
SYSTEM THAT WILL 8
HELP IN THE OVERALL VISUAL OUTLOOK O n e o f m a t h e m a t i c s ’ a n d t h e a r ts’ g r e a t e s t p e r f e c t i o n i n b e a u t y is the g o l d e n r a t i o , w h i c h i s s a i d t o also o c c u r n a t u r a l l y i n f l o r a a n d f auna, f o r e x a m p l e , s e a s h e l l s , f l o w e r s and even the human body. T h e d i v i s i o n o f a l i n e i n t o “ e xtreme a n d m e a n r a t i o s ” ( t h e g o l d e n s ection) is important in the geometry of r e g u l a r p e n t a g r a m s a n d p e n t a g o ns.
WHERE THE IS
OBSERVED,
MIND SEES AS
GOLDEN
THE
THE
RATIO
The Fibonacci sequence
HUMAN
1, 1(+1), 2(+1), 3(+2), 5(+3), 8(+5)...
DESIGN
0, 1, 1, 2, 3, 5, 8, 13...
PROPORTIONAL. A
GRID
TO
EASE
ON
THE
WOULD THE
HELP EYES
IT
EASILY
UNDERSTOOD
LOOK
F N = F n-1 + F n-2 , F 0 = 0, F 1 = 1
DESIGN,
MAKING
AND
The formula being
MORE
PLEASANT AT.
TO
F n / F n-1 = (1 + √5) ÷ 2
=
1.618033988749894
8482045868343656381 1772030917980576286 2135448622705260462 8189024497072072041 8939113748475408... or 1.618, Which is the Golden Ratio.
POLITIKALLY /
9
POLITIKALLY /
10