Visual Systems by Jeevan Panesar

VISUAL SYSTEMS

JEEVAN PANESAR

CHAPTER 1 VISUAL SYNTHESIS

Create a portrait of the AUB campus.

CHAPTER 2 INDUSTRY VISIT

Visit an Industry of your choice.

CHAPTER 3 WAYFINDING

Create a navigation system in an environment.

CHAPTER 4 SUBVERT

Subvert or extend an existing brand.

112

CHAPTER 5 VISUAL CRYPSIS

154

Develop a visual system that disguises and reveals itself.

CHAPTER 6 DISPLAY BOOK

174

Produce a display book that communicates your journey.

CHAPTER 7 TYPOGRAPHY BOOK

186

Create spreads based on typography crimes.

CHAPTER 8 EVALUATION An evaluation of the Visual Systems unit. Bibliography of references.

1 VISUAL SYNTHESIS

A collaborative project with Jack Mcfall, Sam Nightingale, Rosie Thomas and Liz Saillsbury.

For this project you are required to create a portrait of the Arts University at Bournemouth campus. You will be working in groups to map, analyse and recreate the data systems of your surroundings within a set of synthesised visual systems. You will be encouraged to think about how you might find and generate data, and analyse systems.

Assignment Brief For this brief you are required to create a portrait of the Arts University at Bournemouth campus. You will be working in small groups to map, analyse and recreate the data system of your surroundings within a set of synthesised visual systems. You will be encouraged to think innovatively about how you might find and generate data, and analyse systems. The assignment will cultimate in an all group studio exhibition and critique.

My interpretation of the brief Working in our groups we analyse the university campus and look at areas of data which would be interesting and we could record. First we should map the campus, by looking at elements such as human behaviour, sound, nature and others. We should use then analyse the surroundings by recording data and then reconstruct the data using a visual system. We should: - Brainstorm ideas - Collect data - Analyse the data and de-construct it into a system - Test ideas - Finalise our design and exhibit for the critique

VISUAL SYNTHESIS

Portrait of the AUB campus

Short-listed Ideas After brainstorming for ideas, we met up as a group and discussed the ideas that everyone had. With similar ideas between us, we had a tutorial with Alice who was positive on the ideas that we suggested. We then narrowed down the ideas that we had, which we all went off and individually developed and explored.

Faces

Time on campus

Rubbish Collection

Walk through the campus and find â&#x20AC;&#x2DC;facesâ&#x20AC;&#x2122; within the environment, using windows, doors and perspective. The images could be placed in a book, therefore creating another system.

Observe the average time that students spend on campus. You could also look at the movement of students, more specifically students on different courses.

Look at the amount of rubbish generated throughout the campus daily. You could also look into how often the bins are emptied and possibly the route of the bin man.

I feel that while the idea is simple and could be visually humorous, there is no room for development and lacks depth.

I feel that this idea could be developed further and the information recorded could result in some interesting visuals.

I feel that this idea could be developed and the use of rubbish could go down a environmental route.

VISUAL SYNTHESIS

Sound

Overhear conversations

Architecture

Analyse the sound in certain areas of the campus. This could also lead to sound in a more specific way.

Sit in the refectory and listen to peopleâ&#x20AC;&#x2122;s conversations. Write down reoccurring words and then produce a typography piece, highlighting common words used around university.

Look at the systems already used in the architecture across the campus. You could find out the different height of the building and use contour lines to display this data.

I feel that the idea of recording sound is strong, as it is something that isnâ&#x20AC;&#x2122;t usually visualised.

I feel that this idea may be too broad to try and research. Additionally, the commonly used words around campus may be inappropriate or offensive.

I feel this idea could be developed further and could be interesting to look at systems already used.

Developed Idea I decided to develop the idea of the average time spent on campus. I also thought it would be interesting to look into the popular routes and entrances taken on campus. A way to record this information would be to note down how many people enter certain entrances at the University and also exit them within a certain amount of time. Furthermore cameras could also be set up during the day in popular locations of the campus to record which routes students take. Another kind of data capture which I thought would be interesting was to record all the possible ways of walking through the university campus to get to the same place.

Field sketch of the University House 12

VISUAL SYNTHESIS

Inspiration

London Underground map

Biological molecular structure

A-Z map cut into directional arrows Paul Elliman

I drew this rough mock-up to show how we could display some of the data. The harsh black lines show the possible routes that you can take throughout the campus from each entrance (the black circles). I thought it was interesting how most of these routes overlapped each other or joined together.

VISUAL SYNTHESIS

One way of showing our data would be to produce a string drawing of the campus, with markers at where the popular spots are and colour coded to show different routes.

Chosen Idea: Sound and Colour After developing our ideas individually, we met up as a group again to pitch our ideas for a final idea to work with. Sam who looked at the subliminal faces explained that while he went out and photographed, he struggled to develop his idea. Rosie looked into the architecture of the campus, and using geographical systems to display the work. When pitching my idea, they felt it was strong and took it into consideration. Both Jack and Liz decided to look into the concept of visualising sound, which our group seemed interested in. We thought it would be interesting to look at which popular spots at University would be the best to study, or what areas are the most quiet. A way to gather this information would be to record the decibel reading in each area, every hour over a period of set time. We would then analyse and de-construct all the data and create a key system that easily showed what areas were loud at that specific time. The areas which we decided to look at were:

- Refectory - Graphics Studio - Library - Courtyard - IT Suite in Graphics Loud

Basic Key We decided that the colour theme would vary from dark colours to light colours. Furthermore the key would explain this colour system, with dark colours signifying more noise and lighter colours meaning the area was quiet.

Quiet

VISUAL SYNTHESIS

Rough sketches thinking about how we could visualise the data captured.

Recording Data As a group, our next step was to record our data. This took a little longer to do due to the weather outside. As we wanted the sound level to be accurate outside we decided that it would be best to wait until the weather did not interfere with the results. When considering how we record our data, we looked at 2 methods. Our first thought was that we could borrow a decibel reader and microphone to record the sound levels in each area. However, we did struggle trying to find the equipment but managed to find a mobile app which would do this. Decibel 10th turns your phone / tablet into a professional sound device, and is capable of recording up-to 100 decibels in sound.

Using the app in the Refectory to record the sound levels 18

Idea generation and Experimentation I started to think about how I could visualise the data which we collected. I experimented with the use of the campus map first by building colour hues on top of the map, at each area where we recorded our data.

Using colour hues to signify sound

VISUAL SYNTHESIS

Showing the colour hues fade in out by creating a GIF image

As I starting to experiment, I thought that the idea would work better as a moving image piece, as the colours fade in and out depending on the time in the day. Also, I felt the map in the background of the design would be too obvious and distracted the viewer from the colour plots. I decided to remove the map of the campus, and create a GIF image, which would use the colour plots and fade in and out to resemble a change in time. When presenting these ideas to Malcom in a tutorial, he agreed that idea would work better as moving image rather than a still image, as it added depth and sense of time progression. However, he felt that the idea as it stood had not been developed enough and needed something visually that would stand out and attract an audience. He recommended that we try and do something new with the idea.

Development and Clock ideas After the tutorial, we met up as a group and discussed what to do next. We all agreed that there needed to be more of an innovation with the visual system. Discussing ideas, we looked at the potential of building a system in the environments that we recorded. An idea which we had was to place a decibel reader and colour changing light in each of the places that we recorded sound. Used as a live sound indicator, the colour of the lightbulb could change according to how loud it was. However, due to time constraints and not actually having access to the equipment, we decided not to develop it any further. Although we decided not to develop the idea it gave us a starting point for another idea. We wanted to build a concept for a live sound clock. This would be a live stream that could be displayed around university on screens that showed how loud a certain area was. We liked the idea of pulsating colour circles, where the colour and size of the circles could change when there was different levels of sound. Our next step as a group was to go off for the weekend and each individually create our own designs for what we thought the sound clock would look like.

The concept for my sound clock was a set of circles that spun around continuously and changed colour and size when the sound increased. 22

Time planning (above) and working in After Effects (right)

VISUAL SYNTHESIS

Final Outcome

VISUAL SYNTHESIS

This was my design for the sound clock.

Jackâ&#x20AC;&#x2122;s design for the sound clock.

VISUAL SYNTHESIS

Liz’s design for the sound clock.

VISUAL SYNTHESIS

Sam’s design for the sound clock.

Critique and Feedback Tutor assessed by Alice Stevens and Malcom Kennard. Peer feedback when appropriate. The critique involved us and several other groups explaining our idea, and highlighting both strong and weak points in the outcome. For the critique, we presented our designs as one continuous loop, which was displayed on the main projector in the graphics studio. Overall, both Alice and Malcom were pleased with the outcome. They thought it was a strong idea with potential and visually aesthetic, with the use of engaging colours and a variety of styles and animations. Furthermore, they felt the chosen colour palette was wide enough to exhibit different data. Both Alice and Malcom praised the group for producing with software we did not know how to use prior to the project.

display several styles as this was only a concept, and wanted to get feedback on all designs. Another point which they questioned is whether the piece actually has to have a purpose. As they feel that the design works, both the tutors said it could work equally as well without being an information piece of graphic design. However, they said that if we could develop it into something that clearly communicated what we wanted it to say, then that would be equally as good.

However, there were some weaker parts of the outcome which both the tutors and our peers picked up on. As we displayed 4 different types visual styles, we were told to be consistent, and to build up one recognisable style instead. We did explain that we chose to Setting up the laptop

VISUAL SYNTHESIS

Exhibiting the work for the critique

VISUAL SYNTHESIS

Evaluation For this project we were required to build a portrait of the Arts University Bournemouth campus, by collecting and analysing data. As a group we began by generating ideas and data we could collect. We then narrowed down our ideas, deciding to look at the sound waves throughout the campus, and where it would be the quietest place in university to study. After we selected an idea, we went around the campus to record our data. After idea generation and experimentation we produced a concept idea for a live sound clock, compromising of circles. Our visual system was based on the size and colour of the circles; which were determined through how loud it was in the selected environment. The final outcome was a video loop of each of our sound clock concepts. I feel that the generative system works, as it relies on noise to function. With the improvements made after the critique, I feel the intention of the piece is clear and informative. The clock could be displayed around university in the specific areas, with the key beside it. This would result in building one coherent visual style across the entire campus, which the target audience (this being university students) would learn to understand.

I think this project has been challenging in the fact that we were encouraged to work with material which we may not usually use. For this project I was using Adobe After Effects for the first time. As a group no one had used the software before, but we had to learn and create our designs in a weekend. I think my ability to quickly develop skills in unknown software was a valuable strength for this project. Looking back at the project, I would say that I could have managed my time more efficiently, both working as a group and individual work. I feel that the first week and a half of the project was wasted as we spent it focusing on idea and data generation only. I feel that if we had limited ourselves and set a limit, then we could have explored more imaginative ways of analysing the data collected. Moreover, while I feel my design for the clock worked, if I had organised my time better I could have looked into the more advanced techniques in After Effects. Overall I feel that the final outcome for this project was successful. It was interesting to look at what kind of data we could collect from the university campus alone, and then exploring a visual system to build it on.

2 INDUSTRY VISIT

A collaborative project with Charles Rodriguez. Ollie Richings, Nick Smith, Tyrone Westlake, Ollie Webb and Yudish Dookhee

For this project you are required to visit a design studio in order to gain knowledge and understanding, uncover the roles within any creative group and consider the possible expectations of you as a new designer. The research element within this brief will also help inform your awareness of current trends within the graphic design industry.

Assignment Brief For this project you are required to visit a design studio in order to gain knowledge and understanding, uncover the roles within any creative group and consider the possible expectations of you as a new designer. The research element within this brief will also help inform your awareness of current trends within the graphic design industry.

My interpretation of the brief Working in our groups we should carefully research and analyse potential design companies, ensuring the one we visit will be of an interest and will be able to provide a small opening into our career paths. After contacting companies and selecting one to visit we should then decide on questions to ask the company. Once we visit the company, it is important to document the responses to what is asked on the day, and our overall experience. Furthermore, we must come together to produce a 5 minute presentation about our experience at the end of the entire unit.

INDUSTRY VISIT

Pentagram / Johnson Banks / Inter-brand / Why Not Associates / Wolff Olins / Barnbrook / Imagination / Ideo / Lambie-Nairn / The One Off / The Partners / Seymour Powell / Tomato / Kate Moross Studio / Cartlidge Levene / Studio Myerscough / AKQA /FutureBrand / Us Two / The Walker Agency / Moving Brands / Holler / The App Business / Think Jam / SomeOne. / Blue Hive / Landor / BrandEngine / Fallon / NB Studios / Big AcAve / Blue Marlin / Brand Union / Design Bridge / Fivefootsix / Hat Trick / Johnson Banks / Us Design / Saatchi & Saatchi / The Team / Thomas Mathews / Us Design / Fivefootsix / Jones Knowles Richie / Hat Trick / Johnson Banks / The Team / Saatchi & Saatchi / Thomas Matthews / Us Design 39

Company Selection When looking through which Industry to visit, we had to ensure it was one that we all agreed with. It was important that we looked at our personal interests, design perspective and ethical perspective when selecting industries. As a group, we agreed that regardless of our own views and opinions, we would work with a client if we were in the Industry, and so we wanted to eliminate design companies that do decline work because of social, political or ethical views.

Short-listed companies The industries I was interested in were:

Pentagram Johnson Banks Why Not Associates UsTwo Cartlidge Levene Nb Studio Big Active Blue Marlin Design Bridge Thomas Matthews

After discussing companies to contact, we short-listed 5 companies to try and contact:

Design Bridge Interbrand Think Jam Creative Spark Why Not Associates

Blackpool Comedy Carpet - A collaboration between Gordon Young and Why Not Associates

INDUSTRY VISIT

Chosen Company After nominating Nick to ring up and contact companies, we managed to get a response from Design Bridge. Based in Clerkwell, London, the companyâ&#x20AC;&#x2122;s primary focus is on packaging design, and has designed for companies such as KFC, Cadbury, Hyundai, Mahiki and many more.

Tanqueray No. Ten bottle design (top). Lyleâ&#x20AC;&#x2122;s Golden Syrup Diamond Jubilee limited edition packaging (middle). Cadbury Bournville repackaging design (bottom).

A large cupboard where the company stores all the products it has designed for. Unfortunately this was the only thing we were allowed to photograph, what they are working on is kept confidential until release.

INDUSTRY VISIT

The Visit Our visit to Design Bridge was on the 29th November 2014, at 1pm. We were greeted by 2 designers, who led us around the studio. Home to around 120 designers, the company have already branched out from the studio which they originally brought, now expanding to the building next to them. Although it was a large company the atmosphere seemed relaxed, with most designers working with headphones plugged in, and work pinned up on the walls. Design Bridge also has 2 dogs which are allowed around the studio; the 2 people showing us around said that it lifts up spirits in the studio, and enhances the chilled atmosphere already present. They told us that certain areas around the company focus on different things, and each floor looks at different things. For example, their roles as designers are to work on the quick projects with short deadlines. Other sections were more focused on specialisms. From what we were shown, there were sections for 3D design, Photoshop, print, in house development, packaging, idea generation and areas to contact clients. Each member of staff is allocated a space in which they work, and designers tend to jump to different specialisms, depending on the brief itself and if they feel they could apply their skills accordingly. When talking about a normal working day in the company they were very specific. They work Monday to Friday, from 9am - 5pm. They are strongly

encouraged not to think about work over the weekends, as the Directors understand how straining the job can be. They did say that although they finish at 5pm, if there is a big deadline due they will stay past work hours to ensure it is done. However, due to health and safety the company completely shuts down at 11pm. As aspiring designers, we were all curious to know what they look for in a portfolio and how we could approach a company like Design Bridge after graduating for jobs or internships. We were informed that our portfolios should show variety, using different mediums and highlighting the complex use of software. Furthermore, they told us that they both won an internship (which led on to their current jobs) through a student competition which they hold annually. They also said that they both didnâ&#x20AC;&#x2122;t actually win the competition, but their work was outstanding and the company could see potential, hence being hired. Overall it was great to visit Design Bridge. The level of hierarchy in the company seems approachable for students and early graduates. Furthermore, process and system that the company has seems to work really well, with designers focused on certain software instead of trying to do as much as they can across everything. I would personally like to try and contact them again to see about possible work experience and will enter the annual competition for internships in my 3rd year.

Spanish wine producer Marques de Riscal bottle design

INDUSTRY VISIT

Evaluation For this projected we were required to visit a design industry of our choice. We each individually looked at companies that we liked, before short-listing 5 companies to contact. Fortunately, our first choice was Design Bridge, who responded quickly and we managed to book a visit the week after. We travelled to London by a coach and then through the London Underground to get to the companyâ&#x20AC;&#x2122;s studio. After being shown around the studio and seeing the variety of tasks to do in the practice, the day ended with a small question and answer session.

on food packaging, and as an developing designer I feel one of my strengths lie in packaging design. Furthermore the company hold an annual student competition open for 3rd year students, and I feel that I should enter, as my own philosophies are similar to the way in which Design Bridge work.

I feel the design industry we visited was useful, as I enjoyed browsing through their online portfolio when looking at potential industries to visit. Additionally when we were shown around on the day I was amazed by the relaxed, yet hardworking environment. One of the reasons why I enjoyed the industry visit is that I feel that my own design skills could work well in an industry like Design Bridge. Their main speciality was

Assignment Brief You are required to work in groups to research and engage with a range of environments within which users will require a navigation system. In your groups you will identify a specific location or sets of locations and use the creative strategies within visual systems to produce a comprehensive wayfinding system.

My interpretation of the brief For this brief we are have the freedom to chose a location, and then build a navigation system around the environment, ensuring it has purpose. After choosing a site, we should generate our own brief, looking at scale, logic and target audience. We should develop a visual language throughout our system, which allows the user to use and navigate with ease. After initial designs we should begin to build our wayfinding system. This will end up with a final and extendable wayfinding system, which could realistically be used in the environment.

WAYFINDING

â&#x20AC;&#x2DC;Wayfinding encompasses all of the ways in which people and animals orient themselves in physical space and navigate from place to place.â&#x20AC;&#x2122;

Location ideas

Wayfinding System for tourists around Bournemouth Town Centre Build a visual navigation system around town for tourists to follow when they are visiting Bournemouth. This could be done either by mapping out directions physically within the environment, or creating an app which could do this. Furthermore, this could be made specifically for people with disabilities. For instance, a Braille wayfinding system could be created for the blind.

While I thought the idea had potential, I know that something similar had been done before as an app. I have â&#x20AC;&#x2DC;Nokia City Lensâ&#x20AC;&#x2122; installed on my phone, which is an augmented reality app. Users are able to search for areas nearby with the use of their camera, and then get directions to that location specifically. Furthermore users can select their interests, so only places relating to their interests will show up which looking on screen.

WAYFINDING

Wayfinding System for stray animals Build a sensory trail for stray animals to follow. As animals have a stronger sense of smell, they could follow a pathway using scent, navigating them to the nearest RSPCA shelter. I feel that this idea could face problems when developing. For instance, there could be a problem limiting the scent just to attract the stray animals and not domesticated ones. There could also be problems trying to visually create the system.

Indoor Wayfinding System for The Dolphin Shopping Centre, Poole Construct a visual pathway on the floor throughout the shopping centre. Coloured tape could be used to mark different pathways according to interests (different colours are different interests). We could look closer at the circulation of the building, which is the way in which people move and interact with a building.

Chosen Idea: Wayfinding system for Brownsea Island Me and Kieran met up and discussed our ideas. We decided to go with one of Kieranâ&#x20AC;&#x2122;s ideas, which was to look into Brownsea Island, an island just off Poole. Known for its greenery, wildlife and scout activity, the idea was to create a wayfinding system for the scouts to use while on camping trips to the island. Furthermore, we had a tutorial with Alice straight after and began to generate ideas and research to look into.

Initial brainstorming when discussing ideas

WAYFINDING

A map of Brownsea Island

Research and Analysis Defining the brief Before starting our research, we thought it was best to create a simple brief, from which we expand on. The brief is as follows:

‘Known for it’s nature and wildlife, Brownsea Island is also a popular area for scout activities, and is even home to scouts. Create a wayfinding system for the scouts to use on the island while they are there for overnight camping.’

Target audience Our target audience is the scouts who camp on the island. Scouts are divided into these sub-categories: - Beavers (6 - 8 years old) - Cubs (8 - 10 1/2 years old) - Scouts (10 1/2 - 14 years old) - Explorer Scouts (14 - 18 years old) - Scout Network (18 - 25 years old) We decided that the best sub category to target would be the Scouts (aged from 10 1/2 - 14 years old). This is because our early idea was to create some kind of adventure route for the scouts. Scout members younger than this may be too young to do the activities, and older members might not be as interested.

WAYFINDING

Activities done on the island - Archery - Low Ropes - Tennis - Football - Glow worms / night jars on the heath - Baden Powell trail - Problem solving Scouts and guides also do an act of duty while on the island. This includes activities such as: - cutting back rhododendron - raking up dead leaves - removing twigs / pines under trees to allow growth of plants for red squirrels to eat.

A scout stone constructed on the island, commemorating the first scout camp 57

Developed Idea Kieran and I discussed our research and started to narrow down on an idea. Our wayfinding system is a one-off sensory navigation trail for the scouts on Brownsea Island, based on the 5 senses. The night time trail is aimed for the scouts sub section, aged from 10 1/2 - 14 years old. The trail is located around the heath, and begins at the camp site. It then ends at the Scout stone. The route is deliberately around the heath, and the dry and open area does not pose a threat to the health and safety of the scout members. Furthermore, if scouts ended up in a potentially dangerous area there could be arrows to guide them back to the route. Looking at the scout uniform, the woggle (used to hold the neck tie) could be luminous, so members are visible from a distance.

WAYFINDING

Activities to do for each sense Sound: Scouts could follow a certain sound to reach a checkpoint Smell: Scouts could follow a smell to reach a checkpoint Taste: Scouts could eat their way through a jelly to reveal a clue to the next part of the wayfinding system Touch: Scouts could feel along carved arrows which lead them further Sight: Scouts could follow a pathway of light We also thought that once completing the journey, the scouts could receive a limited edition badge to put onto their uniform. Furthermore, we thought it would be good to create a poster to promote the event.

I drew a rough outline of where the map could go. I placed it around the heath, as it is dry, flat land. It is also away from the restriced areas of the island. 59

Sight In order to build a concept for the â&#x20AC;&#x2DC;sightâ&#x20AC;&#x2122; section of the sensory trail, I tried out several experimentations with light painting and long exposure photography.

WAYFINDING

Touch For the â&#x20AC;&#x2DC;touchâ&#x20AC;&#x2122; section of the trail, we thought it would be good for scouts to feel their way through with the use of 3D signs. We decided not to get it laser cut, but instead to carve it away by hand as it maintains the rough and hands-on visual language already in use with Scouts.

WAYFINDING

Smell For the â&#x20AC;&#x2DC;smellâ&#x20AC;&#x2122; section of the trail, we looked into different strong smelling powders and salts which we could use. From our research we were aware that scouts make a conscious effort to help protect the environment, and so the particular powder which we selected is made from 100% natural ingredients and is biodegradable.

Taste For the ‘taste’ section of the trail, we thought we could construct something which the scout members would have to eat and then a clue could be in the center of it. We decided to create a jelly mould of a squirrel, as Kieran mentioned that jelly was often served when he was a scout member. Furthermore, we decided to create the jelly in the shape of a squirrel, as Brownsea Island is known to have a large amount of red squirrels. In order to create the jelly mould, a design was carved out of foam before placing into a vacuum seal. Unfortunately the plastic did not take to the foam model and began to melt the mould instead. From there we decided not to develop this any further, but to just show the mould at the critique and explain the concept.

Sound For the sound, we had planned to record a video which explained the concept. Unfortunately we tried to create one, but we felt it didn’t explain our concept. Instead it was just a video in a forest with backing music. Therefore, we also decided not to develop this further, and just to explain our concept in the critique.

WAYFINDING

Badge Design For the design of the badge, we researched into existing badges, and decided that the majority of them were quite plain and badly designed. Furthermore, when looking on the Scoutâ&#x20AC;&#x2122;s website, I noticed that their visual style is quite modern and doesnâ&#x20AC;&#x2122;t resemble the badges which I researched.

WAYFINDING

Signs Kieran and I also realised that there needs to be a sign at each of the checkpoints, so scouts know that they have reached the point. We decided to create signs at each point, which would have a symbol of the sense. This would then be the only instruction for the scouts to follow through the section of the trail.

Final Outcomes For the final outcomes, we decided to produce an outcome each for the points in our sensory trail. We also thought it would be best to map out the journey, and to create the signs used at each point.

A map of Brownsea Island, with the sensory trail and points mapped out.

WAYFINDING

We decided to create 2 of the signs which would be used in the sensory trail.

The foam model for what would have been the mould for the jelly.

Critique and Feedback Tutor assessment by Alice Stevens, Martin Coyne and Malcom Kennard The critique involved us and several other groups explaining our idea, with both strong and weak points in the outcome identified. For the critique we selected the best images for print, and involved some physical elements, such as the sign boards and wooden arrows. Overall the critique was constructive. All three of the tutors were positive about the idea of not using technology for our wayfinding system, so it could match our target audience and context. Furthermore, they liked the idea of using senses for the trail and playing on human behaviour. However, the general feedback for the wayfinding system was that the idea itself wasnâ&#x20AC;&#x2122;t concise and that we had become too lost in trying to create too many things into one system. Additionally, they felt the logo design on the poster was too modern and should resemble the current badges. They advised to look back at the system itself and try to create it so it looks like one unified wayfinding system.

WAYFINDING

Evaluation For this project, we were required to engage with an environment that we felt needed a navigation system. We began by generating ideas before deciding to look at the scouts on Brownsea Island. From there we researched more into scout activities, and more specifically what the scouts do on the Island itself. Our idea was then to create a one off wayfinding adventure, a sensory trail which takes place from sunset until dark. With the location and target audience, I feel the project had a good logic, as it was clear who we were creating our system for and where. I think that the research and experimentation we completed was successful. It was interesting to deal with the practical side of design, where we went out and experimented with photography and other materials.

that we did not go to Brownsea Island itself. This was due to time constraints, but also due to the island closing over the winter period. Overall, I feel that the concept for the wayfinding system which we produced was strong, but was lost in the actual design. If I was able to do this project again, I would reevaluate the current design, and spend more time developing ideas in order to create a wayfinding system which flows and feels like one clear system.

However, I do agree that the final design for the project was too much. Looking back on the project after completing it, I can see what Alice and Martin mean about the final wayfinding system having too many elements incorporated. If I were to do this project differently, I would try and test it out and see whether it worked by testing my peers. Another weakness which I felt may have limited us was

Assignment Brief Analyse and de-construct the visual system of an existing brand. Re-purpose the underlying visual system to produce an outcome that subverts or extends the brands key message.

My interpretation of the brief I feel that this brief is fairly simple for this project. Choose a brand, and analyse and de-construct it. Using itâ&#x20AC;&#x2122;s brand identity, reconstruct it with either extending or subverting it. The concept should be light and easy to understand soon as you see the design itself. I should look at the chosen brand, research its background and history, and what it stands for in the present day. Furthermore, I should look at if it has been attacked for certain issues, which could be beneficial for myself to generate ideas. Although the brief requires either an extension or subversion of the brand, I feel that it would be good to do both, as it would develop idea generation and the ability to design, regardless of my own views.

SUBVERT

Potential Brands

There is a lot of speculation around the quality of meat that McDonalds puts into their food.

It was reported that Starbucks did not pay tax from 2009 - 2013, despite earning around £400m per year.

Apple has a long history of mistreating it’s workers, and is often criticised for the high price of it’s products.

It is widely known that Nike have used slave labour to manufacture their products.

There is a lot of discussion and debate into how much sugar is put into Coca - Cola.

It has been reported that Amazon paid £4.2m in tax last year, despite earning £4.3bn.

Disney has received criticism about the unrealistic portrayal of female bodies in their ‘Disney Princesses,’ which is leading to a high number of body dysmorphia in young females.

There is general concern by the public about how their information is stored by Facebook and whether it is passed on onto third party companies.

Although it is branded as healthy, there is a concern about vitamin water and energy drinks regarding the amount of sugar which they contain.

Brand Analysis

Poster design

Bottle design

SUBVERT

Packaging design

When looking into the brand identity of the drink, it is clear that the visual language is clear and unified across all platforms. The company use Helvetica neue as their primary typeface; the condensed and bold variations are used for the logo design. The brand also uses a variety of colour to promote itâ&#x20AC;&#x2122;s different flavours of drink, and uses a flat colour system to achieve this.

Final Outcome For the final outcome, I decided to look at the adverts and packaging already created, and repackage it in a way which would be more accurate. For the poster on the right, I recreated one of the companies poster campaigns. Instead of a uplifting quote, encouraging the audience to purchase and drink this, I opposed it. I chose to put convert the rates of sugar, water and vitamins into percentages, which would be more shocking. In addition, I took the slogan which they use and subverted it by opposing their original message.

For the last design I looked again at the advertising campaigns that the company already offers and redesigned it with a more truthful approach. Each flavoured water has itâ&#x20AC;&#x2122;s own mocked flavour. Furthermore, each bottle has a different fact about crystalline fructose on it, similar to the warning phrases found on cigarette packets. I decided to create the slogan â&#x20AC;&#x2DC;stay dehydratedâ&#x20AC;&#x2122; as a commentary of the amount of sugar in the drink, and how it in fact dehydrates the body instead of hydrating it. In order to add a social presence and expand on the idea further, I decided to include a hashtag. This brands the slogan as a trending topic, in which it was can be spread over social media that use hastags, such as Facebook, Twitter, Instagram and more.

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SUBVERT

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Critique and Feedback Peer assessment done by Alexandros Kosmidis and Liz Salisbury. The peer assessment involved the three of us going around to listen about and explaining the work before giving good constructive feedback. Both Alex and Liz liked how the subversion was sleek and clever. In addition, they thought that the designs had potential, the colours worked and the point I was trying to make was executed accurately. However, they felt that the design could have been expanded by placing it in context. For instance, the packaging of the bottle could of been printed to scale and then placed onto an actual bottle of the drink. This could have been shown in the critique. Another way to have expanded the design into context would be to place them into their environments. For the poster, it could have been in put onto a wall, the Sugary Water advertisement could have been placed onto a website or billboard, and then the packaging put onto a bottle before being put in a supermarket.

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SUBVERT

Development from critique

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Extension: Extending the brand As the brief stated, we had to either subvert or extend an existing brand. However, I felt that it could be beneficial to do both, even if I was just presenting one for the critique. Looking at extending the brand, I thought about enhancing the features of the drink itself. This would detract from the truth of what is really in the drink.

Idea generation 108

SUBVERT

Evaluation For this project we were required to subvert or extend a brand and its key message. I began by looking into several possible companies, before choosing Glaceau’s Vitamin Water as my brand to focus on. From there I researched into the company’s background, and decided that it would be best to subvert their key message, as the visual system is manipulated in order to mask their activities. The final outcome resulted in 3 redesigns; 2 of their advertising and the other of their packaging used on their bottles. I feel that this project had a good logic, with my intentions clear and concise. I deliberately wanted to keep the subversion subtle with a light message, as the target audience did not have to read too much into it. In regards to context, I believe that the campaign which I have created could be used, as the packaging and adverts have a similar visual language and system to what the company produce in reality. Although this project was only a week long, I felt that I handled my time efficiently, and managed to produce an outcome which is realistic and builds on the language already set. Furthermore, when researching into the brand I learnt how far brands and companies will go to

mask what their true intentions are. One of the reasons into looking into Vitamin Water was because I try to keep and balanced diet and although I have brought the drink myself, I haven’t exactly been sure what it actually contains. For this project, I do think there was a weakness that was picked up by my peers during the critique. I researched thoroughly into the brand identity and was motivated by my personal doubt about the drink. However, during the critique Alex questioned me about the target audience for the drink, which I didn’t really look into. When researching further into it, the companies core target audience is primarily adults, of both genres, ranging from 18 49. If I were to re-do this project I should ensure I consider target audience. Another weakness picked up on was that the design could have been placed within context. After the critique I produced some mock-ups and feel that they were a success. Overall I feel that this was an enjoyable project. It was interesting to look into brands and pick apart their key messages and visual systems, to rebuild them in a way which we thought was more accurate.

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5 VISUAL CRYPSIS

A collaborative project with Kieran James and Tammy Johal Working in creative teams you will select one or more of the visual systems that you have produced during this unit and develop a pair or pairs of visual implementations that reveal and disguise each other at different points in time or space.

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Assignment Brief Working in creative teams you will select one or more of the visual systems that you have produced during this unit and develop a pair or pairs of visual implementations that reveal and disguise each other at different points in time or space.

My interpretation of the brief Working in groups or alone, we should create a system with a focus on crypsis. Furthermore, we should consider how the system is hidden at points and what happens in order for the system to reveal itself. We can either work on a system which have explored through the unit, or create a new one. The brief itself is extremely broad, and as the visual crypsis system doesnâ&#x20AC;&#x2122;t have to have a purpose, the outcome can be an entertaining piece of design. As the brief is framed as a Research & Development project for designers to work on during their creative time in studio the project could be quite ambitious, looking at technology that exists but we may not have access to.

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VISUAL CRYPSIS

Initial Idea Brainstorm

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Things to consider Before deciding on more specific ideas to explore and develop, we had a tutorial with Alice explaining our initial idea generation. The tutorial was then based on things which we should consider when we create our cryptic system. - User and context - Coming up with the brief and idea - Define the brief and whether it has project logic - Consider that the system must camouflage and reveal - Pick a theme or key message - The system could be driven by social context or based on the local area - Explore words and typography - Look at the environment where we want to create the system - Does the context make the system interactive, trigger or alter it? - Try and explore as much as you can; the concept itself doesnâ&#x20AC;&#x2122;t have to be strictly graphic design

Ideas to look into - Generative typography - Palindromes - Sun dials - Stefan Sagmeister and his decaying messages - Natural elements - Poem Motion (book)

What to do next 1) Research and choose a theme 2) Pick a location 3) Generate ideas 4) Create the visual crypsis

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VISUAL CRYPSIS

Themes to explore Human body parts Human camouflage and perspective

Lui Bolin is a Chinese fine artist who is commonly known as ‘The Invisible Man.’ Taken from his 2005 collection ‘Hiding In The City.’ The collection explores the social and political problems that affect China. Moreover, Bolin bases his backgrounds of the photographs on each of the issues that he focuses on.

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Perspective - Being in the environment and seeing different image based on where you stand - Kinetic typography

In 2014, Apple released this video, which explored several kinds of ways that typography can be manipulated for perspective.

Heat sensitive imagery - Images based on heat - Typography that reveals itself when it gets hot / cold

Promoting the fact that you can use their phones with gloves on, Nokia created a thermochemical-reactive billboard. The billboard would reveal the full message when the temperature dropped.

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VISUAL CRYPSIS

Stefan Sagmeister Sagmeisterâ&#x20AC;&#x2122;s Banana Wall features over 10,000 bananas. The idea behind the work was to let the bananas ripen and then rot, which would allow the message to slowly deteriorate over time. We could consider building a generative system with the use of food

Anamorphosis - Distorted projection / perspective that requires the user to use special devices to reconstitute the image

Artist Jonty Hurwitz creates anamorphic sculptures. The sculpture itself looks like a stretch object but then when reflected it reveals the desired image.

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Group feedback When meeting up with my group, we all discussed ideas and talked about the strengths and weakness in each theme. We decided to choose 3 themes which we would look further into, and then try to come up with ideas on. The three themes we decided to explore further were - Things that change over time - Perspective - Heat sensitive technology

Things that change over time

We thought that moss graffiti could be interesting to try and promote the green areas around Bournemouth.

Created by artist Alyson Shotz, the reflective fence is made out of mirrors. The purpose is to reflect its surroundings, which can camouflage or contrast its surroundings. We could create something similar which mirrors the urban landscape in a green environment, such as a forest. This would be a commentary on how there is a lack of green and natural space in Bournemouth.

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VISUAL CRYPSIS

Perspective We thought the idea of someone standing at a certain point to see the clear visual was interesting. I thought the shadow typography was engaging; the system has the ability to with just the use of light. Furthermore, I thought we could create a type piece that could be placed under street lights or the large lights in the town centre.

Shadow typography used to create the sign for the store American Outfitters.

I experimented with some shadow typography. Under normal lighting conditions nothing is displayed, but with the addition of an external light the typography appears. 121

Heat sensitive technology

Designed by Jay Watson, this table has an overcoat of thermochromic black ink. The table itself will react with anything that generates heat, such as crockery or body heat. We could create an information piece using the heat sensitive ink, which would then only be generated when there is heat applied

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VISUAL CRYPSIS

A collaboration between creative agency, 375, and design agency, Ged Palmer, this gorilla sculpture was one among 60 to celebrate the 175th birthday of Bristol Zoo. All hand drawn typography, the piece is a commentary on the bush meat trade in Africa. The company covered the piece in heat sensitive black paint, to create an interactive piece of design.

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Icy path idea We met up as a group and discussed our basic ideas. We all really liked the idea of using heat to create a system. Therefore we began to generate ideas with the heat and then came to the idea about the icy paths in Bournemouth town. Our thesis was that during the cold and icy weather, people are often unaware about how cold it really is, and that they need to adapt to it in their environment. Our idea was to look at when it gets icy on the paths in town. Some of the public may not notice, or decide not to slow down, which can cause severe injuries. We thought we could place heat sensitive typography on the floor using heat sensitive paper, or thermochromic inks, which would reveal itself when it got to a certain temperature. This would then inform the public that the path was icy. Furthermore, we could develop the concept and create a design which enhanced icy cracks in the path. We could also incorporate the heat sensitive technology to signs on the walls, which could inform the public of the current temperature.

Coors beer uses thermochromic inks in their beer bottle design. The mountains change to a blue colour when it is at itâ&#x20AC;&#x2122;s optimum drinking temperature (6C - 10C).

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VISUAL CRYPSIS

Basic visuals for how the concept could work 125

Chosen Idea We began to develop our idea about the ice path, but we were starting to feel that we couldnâ&#x20AC;&#x2122;t develop the idea much further than beyond what we had already done. Instead we began to look at the social issues in our location. One observation which we noticed in town, was that there was a large number of homeless people around town. This then made us think about whether we could apply our development about heat sensitive technology into a campaign about the homeless. We came up with a basic idea of creating advertisement campaigns about the homeless, which were altered by temperature. When the temperature dropped to a certain level, a message would appear on the walls, trying to target the public who may not consider that the homeless have to sleep outside in those cold conditions. When speaking to Alice in a tutorial about the idea she was really positive about raising awareness about homeless people in Bournemouth. We spent the rest of the tutorial discussing what to research, but she gave us 3 main points to follow for the rest of the assignment: 1) Research the homeless issue in Bournemouth 2) Write our brief 3) Develop a coherent visual system for the design which works as a crypsis.

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VISUAL CRYPSIS

Research When is someone considered homeless? You would consider someone homeless when they do not have a home in the UK or rest of the world to occupy. Moreover, being homeless does not mean sleeping rough on the streets (which is deemed the lowest class of being homeless). Someone who stays in another persons house without officially living there is considered homeless.

What is available for the homeless in Bournemouth? The main shelter in Bournemouth is Saint Paul’s Hostel. Located just outside of Bournemouth town, the shelter provides 40 beds at a rate of £3.30 per night. The shelter will accept homeless from the age of 18 onwards, but finds the average age range seeking shelter is between 30 and 40. St Paul’s has a minimum stay of 1 night and lets people stay up-to 6 months. While at the hostel, the people staying have access to a GP, nurse and mental health social worker. They are provided with counselling on drug and alcohol addictions, with regular assessments taking place. In addition there is a needle exchange and virus clinic consistently offered. Before the homeless leave the shelter, they are offered support from the staff; they help to organise accommodation, battle addiction, and help build valuable health and life skills. Although the shelter seems like a resourceful temporary accommodation for the homeless, it does only accommodation a maximum of 40 people. This is only a small amount when looking at the statistics of homelessness in Bournemouth. In 2011, it was estimated that Bournemouth has 1310 rough sleepers; this has also been predicted to have risen since then. Additionally, to be allowed into the hostel, applicants have to first be approved by Bournemouth Council.

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The Political side It is not hidden that Bournemouth Borough Council are aware of the issue. The council currently spend £1.5 million per year to try and help the homeless. As of 2013, it was reported that the council have provided 6000 homeless people. However, there is still a lot of speculation as to whether the council do enough, and if they accept that it is a problem fuelled from people in their own town. In 2013, it was reported that council leader, John Beesley, had urged the homeless to ‘go back to where they came from.’ This caused a large uproar from homeless charities. Ironically, it was revealed that 95% of the homeless staying at St Paul’s hostel were local residents.

St Paul’s Hostel

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VISUAL CRYPSIS

Review of research and defining the brief When we met up as a group we discussed the research we had all done, our aim was to narrow it down and write a brief. While we all agreed that the state of homelessness in Bournemouth is in bad shape, we did acknowledge that the council does already do quite a lot to try and help the homeless. Therefore, we thought it would be best to aim the campaign towards the government. This would be achieved by targeting the public with the campaigns, which would encourage them to speak out about the problem, and sign campaigns. With our research analysed and our ideas focused, we thought it would be best to define our brief, which is as followed:

â&#x20AC;&#x2DC;Create a cryptic system that focuses on raising awareness to the issue of homelessness across the country. Choose a location to build your system on and ensure that it would encourage your target audience to interact or notice the system.â&#x20AC;&#x2122; With our brief set, I did further research into the state of homelessness across the country, and found some statistics which I thought would be interesting to use. - Between the months of April - June 2014, there were 26,940 applicants for assistance on shelter. - 49% of these were accepted. - Furthermore, this is only up by 1% when comparing it to the same quarter in 2013. - 7,870 households were placed in temporary accommodation in 2014. - The average mortality rate of homeless people is about 30 years lower than the average UK citizen. It is 43 for females and 47 for males. - 73% of the homeless reported physical health problems. - 80% reported on some form of mental health issue, with 45% of them actually were diagnosed with a mental health condition. - Research by the charity Crisis indicates that about 62% of single homeless people are hidden and may not show up in official figures.

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Development We began by looking at the homeless campaigns already created before trying to generate our own

Stencil homeless campaign by Jeremy Ford

Homeless awareness campaign, by Canadian non-profit organization, Raising the Roof

Advertising campaign for Spanish homeless organization, Arrels Fundaci贸 134

VISUAL CRYPSIS

Idea 1 The first idea we created was a heat sensitive illustration that worked around the homeless person sitting in his environment. As many would not notice the homeless person, their body heat would reveal a illustration of them sitting in a bedroom environment.

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Idea 2 The second idea was to use the heat sensitive inks to generate a set of typography across the benches where many of the homeless people sleep.

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VISUAL CRYPSIS

Feedback We had tutorials with both Martin and Malcom to discuss our ideas. They both really liked the concept and ideas, but felt like there were a few things that needed to be addressed. Malcom commented on the designs which we explained to him. He said as we were focusing the designs specifically around the homeless ensure it doesnâ&#x20AC;&#x2122;t become a system that aims at homeless people themselves, as that defers away from the target audience. Martin felt the ideas were strong, but felt they needed to show the audience what to do once they had seen the visual. Furthermore, he said to focus purely on the bench design, as it was the strongest idea.

Planning the final outcome Taking the feedback from Martin and Malcom, we decided to create 3 different examples to explain our outcome. These were: - An image with typography design on the bench - A video to explain how the thermochromic inks fade over time - Mock-ups of the Crisis social media web pages with our idea advertised

We also decided to create the campaign and based it on homeless charity â&#x20AC;&#x2DC;Crisis.â&#x20AC;&#x2122; Based in the UK, Crisis offers year-round education, employment, housing and well-being services. Furthermore, their Christmas period is one of the busiest times in the year, and the charity is visited by around 3000 people per year.

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Creating the outcome In order to create our concept, we went out and photographed benches around town. We then photoshopped type onto the bench.

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VISUAL CRYPSIS

We thought for the final outcome it would be best to record a promotional video. This would highlight how the thermochromic inks work, and how the public respond to it. After filming, I used After Effects to image stabilise and combine the clips. I also learnt how to combine image and make it fade onto the video.

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Final outcomes

This was the final design for the bech. We thought it would be good to use a combination of shocking statistics and quote which we would hope to make the user think about the homeless. Furthermore, we decided to incorporate the Crisis logo and web page onto the design.

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These are some stills taken from the video. We decided to use type over the clips in order to explain our concept clearly.

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Crisis Facebook mock up

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Crisis Twitter mock up

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Mock up for the Crisis website

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Critique and Feedback Tutor assessment done by Alice Stevens. The critique involved several groups and ours viewing different outcomes and explaining our own work. We would then get feedback by Alice or our peers. Overall, Alice thought the campaign worked really well and the concept we pitched was strong. In addition, the critique group felt the idea of experimenting with new technology was a strength and it was appropriate to the location. Although the feedback was generally positive, there were a few queries about how it could work as a real campaign. One point which they questioned is how the audience would be able to see the link and logo for Crisis if they werenâ&#x20AC;&#x2122;t sitting at the end of the bench. They also worried about how it could work in the dark, but we informed them that the design would be placed on benches in the town centre, where it is always lit with street lights through the night.

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Development from Critique From the feedback from the critique, the stand out weakness about the design was that the Crisis logo and link were not available to see at every section of the bench. To solve this problem I thought it would be good to place the Crisis logo and link on the back panels of the bench. This would stay there permanently, and not be activated by heat. As most people would probably ignore the logo and link, we would hope that the public would take more of an interest after seeing the heat activated panels.

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Evaluation For this project we were required to build a visual system with a primary focus on crypsis, ensuring it reveals and hides itself when necessary. Our original group consisted of Kieran, Tammy, Nadine, Anna and myself, but we began to develop ideas and came to a natural divide. Tammy, Kieran and I began by generating ideas, before refining our themes to explore. We then came up with ideas for three themes, and ended up choosing to look into heat sensitive technology. After tutorials, development of ideas and research our idea was to create a homeless campaign, aiming at the government but would be caused by the public responding to our system. Our concept was to place statistics onto a bench with thermochromic ink, which relies on the interactivity of the public to sit on the bench and generate body heat to reveal the message. I believe that this idea had a good project logic, as the concept was believable and an interesting way of using guerrilla advertising. Although the brief specified that the visual crypsis could be made purely to look visually aesthetic, we naturally wanted to create a system that had a purpose, and I feel like we achieved this. Although I had basic knowledge with Adobe After Effects, I had to learn how

to image stabilise video footage, as well as make the design fade through onto the bench. Therefore, I feel that my ability to develop my skills in the software in a short amount of time was again valuable to the group and the project outcome. Although I am generally pleased with the outcome, I feel that time management was a minor issue throughout this project. All the research and idea generation was completed on time and we kept up to the pace required, but creating the visual system became a second priority due to having to develop the display book. I feel that it would have been best to narrow the amount of research that we had done, in order to spend more time completing the design work. Overall I feel that for this project, we were able to successfully produce a visual system based on the idea of crypsis. Given the time span and managing other projects, we carried out valuable research and applied it accordingly.

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6 DISPLAY BOOK

Produce a display book that communicates the journey of your Visual Systems unit.

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Assignment Brief Produce a display book that communicates the journey of your Visual Systems unit. Consider carefully how you document the development and realisation of your work. Tell the story. Think about the narrative of the elements that you include. Be selective. You are encouraged to evaluate and edit your work. Include research, insights, design thinking, testing, critical analysis and all material that is relevant to your creative process. This could include photographed pin-up reviews and prototypes, iterations of key design elements and reflections on your design development. It is important that you consider: - Typeface selection - Hierarchical structures and systems - Tone of voice - Legibility, Readability and narrative - Grids and layout - Format

My interpretation of the brief The aim of this brief is to design and produce a display book, which documents the entire creative journey for every assignment set this term. In this book is should include all the work for these assignments: - Visual Synthesis - Industry Visit - Wayfinding - Subvert - Visual Crypsis - Display Book - Typography Book There also needs to be a final evaluation of the unit, as well as a bibliography.

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DISPLAY BOOK

During a tutorial with Alice, we starting generating all the different things to consider when designing the book.

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Research

Chapter page design. I quite like the idea a large photograph with a large number to make it clear of the chapter the user is on.

Different kinds of book layouts. These ones in particular would be good with the use of a large strong photograph. However, these designs could be more suited for a magazine layout, as there is a lot of text squeezed onto one spread.

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DISPLAY BOOK

Colour system across a double page spread. This can help to identify a section. This layout works to enhance the image as it samples several colours.

Breaking the grid for photographs. This helps to set the pace of the book, and gives the reader a breather from the amount of text displayed on other pages.

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Page Size When looking at page size, I already had a rough idea of what size I wanted. I wanted my book to be smaller than A4, but bigger than A5. Through research, I looked at the standard paper sizes, and the different series in them.

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DISPLAY BOOK

Scans taken from â&#x20AC;&#x2DC;The Layout Book,â&#x20AC;&#x2122; by Gavin Ambrose and Paul Harris

Looking further, I discovered that the B series of paper sizes was created specifically for book design. I decided to base my book on the dimensions of B5, which are 176mm x 250mm.

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Grid and layout When choosing a grid and layout for the display book, I had to take the paper dimensions into consideration. It would be difficult to create a grid with several columns across one page as the layout of the page would seem too squashed and not allow the page to have breathing space.

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I decided to choose a 3 column grid for my book, as it allows greater flexibility for layout and the ability to work asymmetrically. Originally I was going to use a 2 column grid, but I felt that it would be too wide for a book of my size to read comfortably. Additionally, with a 3 column grid, I have the option for the text and images to take up 1,2 or 3 column spaces. As I have some strong photographs, it would be good break the grid by have full page spreads.

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Typography For the typography for my book, I wanted it to match the design style of the book, this being a modern and simple design. As I didnâ&#x20AC;&#x2122;t want to overpower the design with strong bold typography, I began by looking into more modern typefaces.

Body Text

Akkurat

Akkurat Akkurat Akkurat Akkurat

Charter

Charter Charter Charter Charter

Gill Sans

Gill Sans Gill Sans Gill

Sans Gill Sans

Helvetica

Helvetica Helvetica Helvetica Helvetica

Palatino

Palatino Palatino Palatino Palatino

Looking at different body text typefaces. Also the exploration of body font size, with 9pt, 10pt, 11pt and 12pt being tested.

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DISPLAY BOOK

Heading and subheadings

Georgia DIN Shree Devanagari

Georgia Georgia Georgia

Georgia Georgia DIN DIN DIN DIN DIN Shree Devanagari Shree

Devanagari Shree Devanagari

Shree Devanagari Shree

Devanagari

Looking at different heading and subheading typefaces. Also the exploration of body font size, with 16pt, 18pt, 20pt, 22pt and 24pt being tested.

Chosen typography

Heading

DIN 24pt

Subheading

DIN 16pt

Body Text

Helvetica 9pt

Captions

Helvetica 8pt

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Colour system Throughout the book, I wanted to use a colour system to indicate the different chapters. I wanted to use soft colours as they aren’t too harsh but are a good indicator of different chapters.

UNIT OUTLINE, CONTENTS AND BIBLIOGRAPHY VISUAL SYNTHESIS INDUSTRY VISIT WAYFINDING SUBVERT VISUAL CRYPSIS DISPLAY BOOK TYPOGRAPHY BOOK EVALUATION

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Originally, I wanted to have a colour frame around each page, where the colour would change if the chapter is different. However, after speaking to Alice, she advised me to make it more subtle and felt it was too much to have on each page. Therefore I generated some header designs, which would incorporate the colour in a more subtle and appropriate way.

VISUAL SYNTHESIS

INDUSTRY VISIT

WAYFINDING

SUBVERT

VISUAL CRYPSIS

DISPLAY BOOK

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Front cover For the front cover, I wanted to create a cover which worked as a visual system itself. I experimented with ways which the front cover could work with 2 pages instead of one. I decided to use split the typography vertically, and have half of the design on each one of the pages

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Binding The display book has several different methods in which it can be bound. I explored different ways in which it could be bound.

Coil Bind

Perfect Bind

Hardback Bind

Saddle Stitch Bind

Screw Bind

Japanese Stab Bind

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DISPLAY BOOK

In order to narrow down my binding selection, I thought it would be best to try a few out. This picture was taken in a perfect binding workshop.

The outcome from the perfect binding workshop.

Looking at different variations of binding. These were some of the books around the graphics studio. 171

Preparation for print In order to prepare the document for printing I should ensure the following: - All photographs are converted to CMYK - All the fonts are present and working - Crop marks should be added to the final document, as well as making sure to include the document bleed and settings - Ensure that all links are working All of this can be ensured by packaging to InDesign document. By going to File > Package, I am able to see whether there are any issues, such as missing links or font and images in the correct colour mode. After the process of packaging is complete, a folder is created with the InDesign document, a PDF version and any fonts and images used within the document. This makes it easier when taking the book to a print company to be printed, as they have all the supporting files for the document.

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Evaluation For this project we were required to create a display book which documented the entire journey through the unit. I began by generating ideas before researching existing book layouts. Then I started to play around with layout designs and page sizes. After researching different book systems, I decided to use a colour system throughout the book to identify individual chapters. As the display book is designed prior to printing and binding, it would not be realistic to evaluate the process for the book. Instead I chose to research the different kind of binding which I could use, and how to prepare the document for print. To asses the book as a whole project, I feel that it is concise yet informative. I believe that I have displayed the relevant information to showcase the creative process taken for each project. Additionally, I decided to photograph selected pages of my notebook to put in as I know this helps to understand my idea generation and critical analysis taken. When designing my book, I feel that my design strengths were shown. Although I struggled at times with layout, I could usually think of a way in which to conquer them. For instance, the coloured system which I originally designed was scrapped, as both Alice and I agreed it was too much and the colour should be used in a more subtle way. I also feel that my image selection and layout was a strength in this project. As I wanted the book to remain quite modern and sophisticated, I chose or took high quality images. For some photographs I decided to break the grid system set and have them as a full double page spread.

While I feel my display book was successful, I do feel there are some weaknesses in my process. The first being time organisation; although the book was started plenty of time prior to the deadline, I felt I should have had more done at certain times. Another weakness, which I would say is more of a limitation is my selection of typography. In spite of the fact that the typography chosen matches the clean and modern style of the book, I feel that my selection was not broad enough, and settled on type which I thought would look good, without really exploring typography in detail. I feel that as of now this isnâ&#x20AC;&#x2122;t too much of a problem, but will definitely limit my design skills in the future. In order to expand my knowledge, I should read up more on typography and experiment more outside my course. Overall, I feel that the display book really documents the journey taken. The book design itself highlights my strengths as a designer and the content inside communicates what it needs to.

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7 TYPOGRAPHY BOOK

A collaborative project with Charles Rodriguez. Ollie Richings, Nick Smith, Tyrone Westlake, Ollie Webb and Yudish Dookhee

Produce 2 double page spreads for 2 typography topics. This will then be collated with other spreads and bound into a typography ‘dos and don’t’ style book.

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Assignment Brief Produce 2 double page spreads for 2 typography topics. This will then be collated with other spreads and bound into a typography ‘do’s and don’t’ style book. Once you have your topic you should design a creative abstraction or arrangement using just type and lettering which illustrates the topic as a double page spread. It must however contain a legible definition and explanation of the topic somewhere on the page Format: 210mm x 210mm Printing: Black plus one colour

My interpretation of the brief We are required to carefully analyse the typography topics given and create a design that explains it. The definition should be clear, which would allow designers to follow the book and understand the topic. We should define what our topic is and have a clear understanding of the topic before designing a spread for each topic.

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TYPOGRAPHY BOOK

Topics

Point size

Point size is a relative measure of the size of a typeface, which is the vertical measurement of the lettering. Type becomes difficult to read when its small but also light, small but also in colour, small but also set solid, small but also reversed out of colour or black.

Quotation Marks

Each of a set of punctuation marks, single (‘ ’) or double (“ ”), used either to mark the beginning and end of a title or quoted passage, or to indicate that a word or phrase is regarded as slang or jargon or is being discussed rather than used within the sentence.

“”

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Initial Ideas

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TYPOGRAPHY BOOK

First mock up

Quotation marks are one of a pair of punctuation marks, double (“ ”) or single (‘ ’) that are used to show the beginning and the end of a quotation. Double digit quotation marks are placed at the beggining and end of a quote. Single digit quotation marks are used when quoting inside a quotation.

“Good morning, Stephen,” called Jane. Example of double digit quotation.

“When I say ‘immediately,’ I mean some time before August,” said the manager. Example of double digit and single digit quotation.

We discussed the project brief as a group, and decided that half of the group design a spread for quotation marks, and the other for point size This was the first design which I created for quotation marks. It provides the user with a detail description of how to use quotation marks correctly. I wanted to keep the design simple and only use colour where necessary, this being on the quotation marks in context.

“

Quotation Marks

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int Size Final design: Point size

Point Size

Point Size Point Size

Point Size

Point Size Point Size Point Size Point Size Point Size

We decided to use Nickâ&#x20AC;&#x2122;s design for the final design for the typography book.

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TYPOGRAPHY BOOK

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TYPOGRAPHY BOOK

Evaluation For this project, we were required to design 2 double page spreads basic on 2 typographic topics. We were given the topics, quotation marks and point size to explore. From there, we individually created a design each and then came together as a group to select one and develop. The two spreads contributed towards a collaborative typography book by the students in level 5, called â&#x20AC;&#x2DC;Can You Read This?â&#x20AC;&#x2122; Although my design was not developed past its initial idea, I feel that the spread was informative and simple. However, I was pleased with the final outcomes for the 2 topics given, as there is a more abstract sense in its design. Additionally, they both are designed with the actual topic in mind. For instance, the point size spread had several alterations of bad point size and rules to avoid it. I feel that for this project that I could have contributed a little more towards the final design. However, I do feel that due to the large size of our group that I gave enough input for outcome to be well designed and structured. Overall, I would say that the project was relevant and necessary, and I will benefit from it in the future.

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EVALUATION

Evaluation Throughout this unit, we were expected to develop our understanding of visual systems in graphic design. I believe that this was achieved as we were set broad and challenging briefs. The first assignment allowed us to capture and analyse data, before reconstructing it with the use of a visual system. For our second project, we had the opportunity to visit a design industry and gather an insight into the work environment. The wayfinding project required us to engage with an environment and create a navigation system. For the subvert project, we had to take a brand and research before creating a branding system which subverted the identity or extended it. The project with the most freedom, the visual crypsis project gave up an opportunity to create our own brief and build a cryptic system which hid and revealed itself when necessary. In order to document this entire journey, our last project was to build a display book, which would highlight the key stages taken through each unit. I feel like this entire project has allowed me to think about a variety of different systems. Due to the variety in briefs, I have had the chance to create more ambitious concepts, as well as having the chance to use new software. Learning Adobe After Effects for this unit has been extremely beneficial as 2 out of 6 final outcomes have required me to work in the software. Moreover, I feel that co-operation and team skills have increased, as the majority of the term has resulted in working in groups. I think that I am

now able to take more of a control within the group, and be able to work well with people I had not worked with before. Another motivational lift through this project was going down to visit design industries. After coming back from London visiting Design Bridge, I felt that I was more enthusiastic about the briefs set. Furthermore, I feel that Design Bridgeâ&#x20AC;&#x2122;s main focus of packaging has made me realised of my own personal design strengths. For the subvert project, I felt that I knew exactly what I had to achieve throughout it, and I believed that my outcomes worked really well. Regardless of working and enjoying the unit itself, I do feel that I have some personal weaknesses which came through during the projects; the main being time management. I feel that not handling my time has caused me to rush too much on the design process on some of the projects. Also, I feel that I delegated too much time working on the research and idea generation. In order to try and resolve this problem, I need to create a detailed time plan and create aims that I need to achieve every time I sit down to work. To conclude, the unit overall has been both enjoyable and a design experience. Before this brief, I was unaware what systems in design even were, and so I feel I have develop my design skills tremendously. Furthermore, I have branched out into new software, which I hope to continue doing.

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