Visual SYSTEMS BA(HONS) GRAPHIC DESIGN | JOSH WAINWRIGHT
An overview of the Units of work, briefs and extra curicular work including critical reflection that I have undertaken this term. Designed by Josh Wainwright BA (hons) Graphic Design, Level 5 - December 2014
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VISUAL SYSTEMS - JOSH WAINWRIGHT 003
Create a portrait of the AUB campus, working as part of a small team we had to go around the uni and map & analyse the data systems of the campus using Innovative thinking to Produce outcomes.
For this project we were required in groups, to contact a range of design firms in order to arrange a visit to their studio and to attempt to uncover the roles within their creative group.
This brief required me to work in a group to develop a navigation system. We had to identify a specific location or sets of locations and produce a comprehensive wayfinding system.
VISUAL SYNTHESIS
Industry Visit
Wayfinding
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This project required us to select an existing brand, and re-purpose the underlying message of that brand. Brand reputation is such an important tool in modern advertising its very important.
Subvert
This Project encouraged us to draw from the Visual Systems created in earlier projects to create a pair of visual implementations that reveal and disguise each other.
Visual Crypsis
Not a graded unit of work, we were set a collaborative task with BA Vis Com to create a concept for a physical shop in Poole, generating a concept and brand identity for the highstreet shop.
The Shop
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“...The systems approach involves the pursuit of truth (science) and its effective use (technology), plenty (economics), the good (ethics and morality), and beauty and fun (aesthetics).� - Russell L. Ackoff 006
VISUAL SYNTHESIS
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SYNTHESIS: Visual: two or more Relating to entities that, The Function of together form seeing or sight something new 008
PROJECT BRIEF For this project we were required to create a portrait of the AUB campus. We were working in small groups to map, analyse and recreate the data systems of our surroundings within a set of synthesised visual systems. We were encouraged to think innovatively about how we might find and generate data, and analyse systems. The assignment culminated in an all group studio exhibition and critique. Working in small groups we broke down the map as modular elements to cover the whole of AUB. We were required to think beyond the obvious attribute that you might include. Consider time, wind, human behavior, sound, movement, etc. Attempting to avoid any “GCSE� Geography style surveys in order to create a more innovative and interesting outcome , thinking beyond the obvious.
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PROJECT CRIT
Our initial crit pointed us in the direction of researching the doors around the university campus, how many there were, what type of doors and the action of opening them, how ever after completing a survey of this we decided that it was a particularly boring topic and would take more than the time available to make interesting so we put it aside. Another concept that we came up with was surveying the colour of the bikes coming in and out of the campus as well as the ones already locked up on the various bike parts and posts around the campus area. Although on consideration we put this idea aside before we fully explored it as we could not see an interesting use for the data.
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RESEARCH
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We began work on our next concept, Sound. By acquiring a sound recording device and from there decided to record the sounds at timed intervals in the busiest parts of the university campus (the courtyard, the canteen and the library) in order to get a balance, we wanted to observe the difference in times between the locations, ie the difference that it being lunch time in the canteen makes, to 5pm in the evening. So we took it in turns to record the sound throughout the day in order to initially collect our data. In addition to this I also recorded a series of time lapse’s of the locations at the times as well. I hoped that this could give us another view point to represent how the time of day affects the traffic going through the three different areas of the university campus.
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AUB Campus Map
A graphic representation of the AUB campus including building names, room numbers and disabled access.
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Once we had collated all the recordings and translated the data into a visual form which would be easier to understand we could see what effect the time of day had on the decibel levels of each location. We then began to generate ideas of how we could more effectively translate this sound data to a visual form. In order to do this I used the Garage Band app on my Macbook to generate some graphs of the sound and then cut out samples at intervals to compare to the other locations during defined time slots. From this we were able to try and establish a trend in the different times compared to the decibel levels of each location around the campus.
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Once we had collected, visualised and analysed the sound recordings we were able to work out more graphical ways to visualise the sound. From the data we were able to establish that around the peak times of breakfast, lunch and around 4-5pm, when the majority leave the campus, is the times when the sound in particular seems to spike.
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DE VELOPMENT
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After Transferring the data, we decided to try and use the hight of the sound bars in order to develop our system taking the heights of each peak and drawing a flat horizontal line out across the rest of the length of the sound wave. We then used these lines to create a design in its own right, how ever we felt that it did not reflect, the original source of the data, so that someone who was unaware where the data had come from would understand.
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Translated from the original sound forms created from the recordings around the campus. This visual in particular has been designed around a hierarchal order of the decibel level. The higher percentage of black used, the louder the sound, (the darker the shade of Grey). How ever we only sampled this technique across one of the sound recordings as it was extremely time consuming to produce. We decided that we instead might start to look at how live sound may affect the visual, and how the user could interact with the design.
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Using the previous linear style graph, we represented the data slightly differently, each square represents a different bar from the graph, reading left to right.
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PROJECT CRIT
During a critique our concept was deconstructed and questioned, we were advised to rethink and generate some alternate design ideas. We were given the concept of creating a song from the different sounds made by the air-conditioning on the graphics floor in university house. We experimented with this idea, how ever we found that the aircondition only made one sound, and it would be tricky to create a song from, one sound. Instead we elected to ignore the feedback from the critique and further develop the original sound concept as we felt this was more viable to finish in the available time that starting from scratch.
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We discovered a way to light LED lights by plugging them into the output of a normal speaker system, this would cause them to light up to the beat of the recorded sounds from around the campus. The idea of this is that we could translate this flashing into the form of morse code, by noting down the rhythm of the flashing and translating that into the sentence that it was spelling out. How ever Morse Code is a system in itself so we decided against borrowing from other systems so that we could create something original.
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Developed from the original squares idea, this concept is based upon the gradient concept. Each darker shade depicting a louder sound, how ever we have decided that the original recordings were far too generic, instead we have elected to generate our image through live sound, so that the user could actually interact and to some level control the shape that is being produced. However the triangles hold no reference to the environment of the campus, they only look aesthetically pleasing. In order to develop this idea further I think we will have to look into how we display this gradient concept in a more relevant way. This systems translates decibel level to shape.
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Still using the gradient from sound system that we had created, we revisualised the shape and pattern created by the sound, deciding instead to take inspiration from the university campus we then fabricated a design that looked like a particular physical feature of the campus. We decided to used the diagonal rectangle paving that is all over the campus as the inspiration for the shape of our design as we felt this was extremely relevant to the AUB campus. Once we had established this design as our concept and system we decided that how ever interesting the data collected from around the campus, that the design could be better utilised, and came up with the concept of projecting the design onto a space using live sound to effect the shape and colour of the design, so that the end user could interact and have some control over the outcome that is projected.
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Due to the restricted time frame we had available as well as none of us knowing how to code we were unable to fabricate our design so that the user could actually physically interact with the design, we decided using adobe after affects to create a video version that would visualise the design for us. We then filmed a promo video of the design using members of our group in an attempt to make it appear like the sound they produced effected the design.
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To conclude, I am extremely happy with the system that we have created, A visual design created by sound levels translated into shades of grey. I think that it would of looked even better if we had the time to code and program the design so that the user could physically interact with the design. In order further develop this system further obviously we would start by hooking up with a coder and making our visualisation a reality. I think we could also find a way to export this concept and apply it to other locations using suitable shapes and colour systems for other locations.
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CRITICAL EVALUATION We created a system that generated a visual design from sound, working from live sound to generate an image that the user could interact with, and to some extent control the visuals produced. After research and development we decided to visualise our piece as a live feature, we felt that it was more relevant to the brief due to the limitations on the recordings we had available. This brief has shown me the value of thorough research from primary and secondary sources. I think one of the main strengths of our concept is its adaptability. It would be extremely easy to apply to a range of other locations just by simply changing basic elements such as shape and colour. In order to improve this system we could start to explore and code it as a fully functioning live design rather than just a visualised idea. We could collaborate with someone proficient at coding to bring our concept to life.
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Whats it like to work at Design Bridge? “It just feels like University, except I get paid, instead of paying for it� - A lady who showed us around the studio.
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INDUSTRY VISIT
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If you don't build your dream, someone else will hire you to help build them theirs Tony TonyA. A.Gaskins GaskinsJR JR
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PROJECT BRIEF
For this project we were required in groups, to generate correspondence and contact design firms in order to arrange a visit to their studio to experience and ask any questions we had about their company, being in the creative industry and to attempt to uncover the roles within their creative group and consider the possible expectations of us as new designers.
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We were given a list of suggested companies to research into and possibly contact if we felt that their work particularly appealed to us. As a group we began by generating the email that we would send out to any design agency’s that we were particularly interested in visiting.
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Pentagram Johnson Banks Why Not Associates Wolff Olins Pentagram Olins Barnbrook Us Two Imagination Ideo Interbrand Barnbrook Interbrand Lambie-Nairn Neville Brody and Research Studios Ogilvy Lambie-Nairn Ogilvy&& Mather The One Off The Partners Seymour Powell Tomato Mather Tomato KateMoross Studio Cartlidge Levene Studio Myerscough Kate Myerscough Bibliotheque FutureBrand AKQA All of Us Holler Bibliotheque TheApp App Business Think Jam SomeOne. Blue Hive Salad The Salad The The Walker Agency Moving Brands The Partners Landor Walker Landor BrandEngine NB Studios Fallon Big Active Blue Marlin Brand BrandEngine Brand Union Design Bridge Fivefootsix Jones Knowles Richie Union Richie Hat Hat Trick Johnson Banks The Team Saatchi & Saatchi Trick Thomas Matthews Us Design
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After being completely ignored by all design agency’s we contacted except one, we arranged a visit to Design Bridge in London. We however had to contact them over the phone, (due to the fact they did not have a visible email contact address on their website) After a brief discussion, we had been invited to visit their studio.
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Design Bridge are an independent, and international brand design agency. They work in over 40 countries, speaking around 30 different languages. They blend creative passion, strategic insight and a firm belief in the power of great ideas. Upon our visit we were informed that unfortunately we were unable to take photos as we toured around their studio due to the premature and confidential nature of their running briefs.
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CRITICAL EVALUATION Firstly, one of the main things our visit to Design Bridge has shown me, is the importance of entering competitions, getting your name out to someone who you might want to work for, even if you don’t win, you can still present that you entered which gives you a much better stand point than a complete stranger to the company.It was an incredibly valuable experience and something that I think has benefited myself as a designer. I think arranging more of these style visits can only better my own experience, as well as looking into getting some placement work out of university hours.
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“To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.� Paul Rand
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WAYFINDING
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Wayfinding can we defined as spatial problem solving. It is knowing where you are in a building or an environment, knowing where your desired location is, and knowing how to get there from your present location. 058
PROJECT BRIEF This brief required me to work in a group to develop a navigation system. In our groups we had to identify a specific location or sets of locations and use the creative strategies within visual systems to produce a comprehensive wayfinding system. Looking at examples from a range of sources for inspiration such as the creative strategies applied for the navigation of large structures such as hospitals and civic centers Considering how the user can interact with the system and its usability to make it a success.
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RESEARCH
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Our initial idea for this project began with the idea of graphically representing the human nervous system as we were trying to look at the brief from a very abstract point of view, after briefly researching into the nervous system it became apparent that this might be a much bigger job than the time we had available to complete this project, so for the time being we chose to put this concept aside and develop more realistic Ideas.
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We then began to look into the idea of creating a system to help a fresher going to university for the first time, a simple routine that they could follow that would tell them all things that mum usually would when they lived at home, this system would help them “find their way� through the start of their new independent life. It could work as a simple wall chart that they get given at a freshers week that they can then stick on their wall to remind them, or even as some sort of mobile application which they could integrate with their university schedules and social media.
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After researching into a technology called “Blippar� (Augmented Reality application) we decided that it could give our outcome further depth if we were to utilise this technology, meaning that as well as a piece of print, it could be scanned with the app to give the poster even more information, meaning that the design of the poster could be extremely minimalistic.
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We then traced and redesigned a map of the local Bournemouth area, this would form the bulk of the print part of the system, only including main roads and road names. Further information that we could include like, Bus routes, night clubs and events, food shops ect.. Could be overlaid using the Augmented reality technology. After some group discussion we settled on the brand name of “Digs” as its commonly known in urban slag for someones house, we then began to design logos and a brand identity which we would use for the outcome. Using thumb nail sketches to draw up ideas, I eventually came up with this logo design, I think that it fulfills its needs, as it is to promote a concept that makes university life feel more like “home” The logo itself actively reflects that but physically looking like a house, instantly giving the impression of home.
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During a critique we decided that this particular concept was too, “worthy” and was too big and complex to fully tackle in the short time we had available for the project, we then put this idea aside however kept and implemented some features of this original idea but how ever wasn’t unique enough to warrant developing. From this setback we then researched into “Geo Tagging” games. They are a way of combining the modern GPS technology available in smarts phones and physically running around and getting active, your location without a defined space, impacts the outcome of the game, whether the aim is to collect items of locations.
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We came up with the concept of using colour’s and shapes to create a game, the basic idea being, within a defined set of parameters, players could run around a pre-determined map and claim areas effectively “colouring that area” their respective colour, playing against each other to claim as many areas as possible within a set time frame, using their smart phone devices to map and display the current status of the game. Research showed that there were no such games with a similar concept so one deciding on this, we looked into mapping and environmental synonyms to try and generate a fitting brand name, eventually coming up with the name “Terrain”, It perflectly relfects the outdoor, active nature of the game.
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From here the next step was to decide how in our limited time frame how we could generate the app itself. After a previous Monday tech demonstration we were made aware of a App prototyping software available on hand held devices and desktop called “POP - Prototyping on Paper� we developed all of the pages that the app would require to function (which turned out to be 100+) on illustrator and then using the desktop software uploaded it and added the links, gestures and transitions so that it would appear as a fully functioning mobile app.
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As well as generating the app itself using the POP app, we also designed some of the promotional material that would go along with it. We designed a promotional poster, advertising Terrain and its availability on the apple and android app stores. If we had more time available I think we could of created a bigger range of promotional material, such as visualise the design in the tube, air ports and even bus stops.
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CRITICAL EVALUATION Personally I really struggled with this project at the beginning, I will be honest to say that I am not as much of a conceptual thinker as I could be, We eventually came out with a colour geotagging game played using smartphone devices. After research into many different concepts we arrived at this idea due to its fairly unique concept. I think one of the app’s main strengths is its colour interface, the design itself really reflects what the app is about. Due to elements of the apps interface not exactly using a continuing style, this shows the importance of collaboration and discussion when working as part of a design team, in order to keep structure. To improve this project I think that we needed to iron out and develop these imperfections to give the app itself a better structure and make sure everything works well together. Something I like about this app is that it could be applied to an endless list of locations meaning that its use could spread and spread.
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Engaging in an authentic, meaningful conversation with consumers will be the key to marketing success and growth, even if that means acknowledging negative feedback; transparency is paramount.� – Ron Blake, president and CEO of Rewards Network
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SUBVERT
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Your Yourbrand brand is iswhat whatother other people peoplesay say about aboutyou youwhen when you youare arenot notin in the theroom room Tony TonyA. A.Gaskins GaskinsJR JR
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PROJECT BRIEF This project required us to select an existing brand, and deconstruct and re-purpose the underlying message of that brand. With brand reputation being such an important tool in modern advertising getting the brand message correct is key, get it wrong, and you have dug your companies grave. Shell for an example, as we all know are a “big oil� company, notorious for causing mass hard to the natural environment, how ever they brand themselves with the logo depicting a shell, a natural common ocean object, giving connotations of nature and environmental awareness.
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I immediately decided that I wanted to subvert and attack the brand identity of a company responsible for causing mass environmental destruction, in particular that of the ocean, during my research I came across this graph by the times, showing the top 90 companies which were most responsible for excess CO2 emissions being released into the atmosphere, and subsequently causing the most environmental damage. I have a large passion for the oceans, as I am great supporter of the charity, Surfers Against Sewage, which led me to want to work on that theme.
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Killed alongside the skipjack tuna that finds itself in your tin is almost the entire cast list of Finding Nemo.
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After further research I began looking into overfishing and companies causing the most hard to the oceans dwindling fish stocks. I came across a number of publications by the environmental awareness charity Greenpeace. Reading through their papers and blog posts it became apparent that one of the biggest companies responsible for overfishing and by catch was John West. John West accounts for 31.3% of the standard tinned tuna market value in the UK and 27.7% of the volume, closely followed by Princes, who are the second biggest with a 27.1% market value and 24.9% volume share. However as John West still dominate the market, I decided to subvert their brand identity.
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John West’s logo presents a very natural identity, featuring a huge range of marine life including images of trawlers, possibly suggesting that their process has a symbiotic relationship with a massive range of aquatic organisms. My initial response to this would be to essentially copy their existing logo but give it a twist, changing the live, diverse range of organisms, in exchange for skeletons and remains of the aquatic life, showing John West for who they truly are.
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For each 1,000 tons of yellow fin tuna caught in FAD sets over three years, John west caught nearly 111,000 other individual animals, including sharks, rays, marlins and sea turtles.
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As well as exchanging the illustrations of the live animals for skeleton, dead versions, I have also changed up their tag line from “Since 1857” to “Depleting Oceans Since 1857” so that the point behind my subversion is extremely clear. I tried to keep the logo itself as close to the original as possible so that it is as recognisable as their original. To develop this further I think that I could rebrand some of their existing products to show this take on their brand from another point of view. Using this logo as the basis for the rebrand.
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Rather than waste my limited time sourcing and photographing a range of John West’s products, I elected instead to source images of their produce from an Online search engine. From this point I used adobe Photoshop to alter the images and insert my subverted version of the brand. Using simple words and phrases to create a sense of nostalgia, working from the point of view this packaging would be available once the oceans fish stocks had been completely depleted. Although that I’m happy with these outcomes I still feel that I want to showcase the problem that John West cause due to the bycatch because of FAD fishing.
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Produced completely by accident through careless fishing practise for which ever sick corporate big wig decided it was a good idea in order to put money back in their pocket. CAN METAL, widely recycled LABEL PAPER, widely recycled CONTENTS WHO KNOWS, widely thrown away NET WEIGHT 185g DVSTFI DOLPHINLESS WEIGHT
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DEPLETING OCEANS SINCE 1857
SEA TURTLE CHUNKS
Seaturtle chunks in bycatch
INGREDIENTS: Genuine innocent Sea Turtle helplessly caught in the vast tuna nets of John West, and wastefully thrown back into the sea for good measure. ALLERGY ADVICE: Who knows what it contains, All sorts Probably. STORAGE: Would of been better off, alive, in its habitat, rather than caught up in a net that wasn't intended for it in the first place.
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After visiting supermarkets and looking into a range of packaging designs for tuna from companies like ASDA, Sainsburys, Co Op, Tesco and Princes, I created 3 different packaging designs highlighting 3 of the main by caught species that John West Slaughters in their thousands. The packing presents the idea that as well as the tuna that you expect, John West catches the entire cast list of finding nemo along with it. How ever on reflection the packaging could be misconstrue and could present the idea that John West’s tuna actually contain these endangered species, which is not the concept I originally wanted to present. I think in order to get this to work I could of represented this data in the form of tins of tuna vs by catch, in the form of a print based graph.
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CRITICAL EVALUATION I instantly knew from the off that I would like to subvert the brand of a corporation causing environmental harm to the oceans. Which is why I decided to subvert the brand of John West Tuna, who are notorious for their unsustainable fishing techniques. I think one of the main strengths of my outcome is that it is visually so similar to the original logo, in the sense that it very subtly mirrors the current brand in such a way that the consumer can instantly tell what brand I am subverting. I think my research for this project was particularly thorough an in-depth, this helped me to make a well evaluated and balanced concept. One of the key things I can take from this project is the importance of experimenting with a wider range of materials, as this is where my project lacked a bit. From our final critique, the main thing I think that would need development is the labels for the cans which I produced, as some found them misleading compared to the meaning that I had meant to broadcast.
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“Any system was a straight-jacket if you insisted on adhering to it so totally and humorlessly.� -Erica Jong
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VISUAL CRYPSIS
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CRypsis: Visual: the ability of relating to an organism The Function of to avoid seeing or sight observation 102
PROJECT BRIEF This Project encouraged us to draw from the Visual Systems that we had created in earlier projects to create a pair or pairs of visual implementations that reveal and disguise each other at different points in time or space. Exploring how systems Collide, camouflage and interact with each other. I took this as a way of combing two things and making them one. I was particularly interested in the camouflage aspect of this brief, I initially wanted to explore the effect of hidden messages within typography, possibly even extending my research into the code breaking of the second world war and the concept of “Security Through Obscurity� - Keeping something safe by camouflaging it as something else entirely.
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After an inital brain storm and research we were directed to a video by a peer. Something that we both agreed that we wanted to look into was the notion of hidden messages. The video showed a message being read aloud as the speaker flicked through a magazine which contained the typography of what he was saying, one he got to the end he then continued to go back through the pages reading the same words, but due to their order is gave a completely opposity meaning to the first reading.
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VISUAL THINKING INFLUENCES THIS EVERYTHING WE LEARN THROUGH DESIGN CONCEPTS IMAGERY EXPERIMENTATION THE KEY ELEMENTS OF DESIGN INFLUENCING STRUCTURE WEEKLY BRIEFS ARE NEW CHALLENGES RESEARCH AND DISCOVER PLAN AND DEVELOP DEVELOP AND PLAN TO DESIGN IS THINKING TO CREATE AND INNOVATE WE BELIEVE THAT THIS IS ESSENTIAL TO ANSWER A BRIEF
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We then did carried out extensive research into various topics that we had brainstormed on the post it notes, from camouflage, cryptology to security through obscurity we decided to develop the concept of hidden messages. We wanted to analyse the brief and break it down, to see if we could answer the breif, by physically using the breif. We went through the visual systems breif, selecting words that we thought were relevant in the system that we use, to answer the briefs we are given. eventually after being selective we chose our words, our challenge was to now order them in such a way that the meaning changed depending on which way they are read.
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One we had settled on our choice of words, our next task was to decide how is best to visualise them. After discussion with tutors, we established that the video we had drawn inspiration from was very much led by the audio and the voice over on it, this is something that we wanted to avoid and try to create a piece that is very much led by the viewer. Highlighting the pauses by spaces. Not only did we need to viewer to read back up from the bottom of the words, which is something that comes very unnaturally due to the way we are all taught to read and write, but we also wanted the text to appear to have two have “Two Starts� instead of a start, an end, something that could essentially be read in a loop.. That is where we came up with the idea of using a circle, as due to its shape, only has one side, meaning that it does not end, its infinite. This design does do what we aimed for, by leading the viewer to read around and continue to do so, how ever it is not quite correct for the way that we envisioned the concept.
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From this point we decided that it might flow better as some sort of animated text piece, so using simple text images designed on illustrator, we added them into IMovie and created a black and white alternate using the length of time each word was on the screen to indicate the pauses and the rate that the view should be reading the text, We managed to get the type going at the perfect rate. How ever we decided that it just wasnt visually interesting enough, and also unless the view was paying particular attention, would probably not notice the change in direction, and therefor would not know it was a crypsis.
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In order to get the text to really lead and visualise the direction, we decided to attempt to create a Kinetic Type video, using adobe After Effects. However, neither me, nor Max had ANY previous experience using After Effects, So in order to progress and attempt to create the video, we decided the only course of action was to follow a kinectic type tutorial video on Youtube. After watching countless videos and following along to create and animate the type we decided a more indepth tutorial was needed, so we turned to the tutorial resource, Lynda.com. Around 12 hours expiermenting non stop later we began to get the hang of using the program and generated our kinetic type video.
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In order to lead and help the view navigate the direction, I decided to make the text fall down the screen, to generate the illusion that they were reading down. To solve the problem of reading the worlds in reverse once the video had run to bottom, I then animated it in such a way that the text would then run from the bottom of the screen back up in nearly the same way as it fell down, to highlight that it was going back through the same words but giving a totally different meaning to the previous direction. Once it had gone back up to the top we were able to link it so that it could be played on a loop, and so essentially run continuously.
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CRITICAL EVALUATION As design students we are given briefs all the time, but how often do we really read them, yes we understand them, and generate them into audible tasks, but what are they actually saying? This is something that we decided we could look into, generating our crypsis from the brief itself, drawing from the processes we use all the time in design to answer these briefs. The fact that we answered the brief, by creating a crypsis about the brief is one of this projects main strengths, because from my point of view its incredibly unique. We set off aiming to change the way that our peers look at the briefs we are given, hopefully making them think twice the next time we are handed another. This project has certainly shown the importance of thoroughly reading the brief in order to get a complete and whole understanding of it. In order to improve this project I think that we could further develop our skills with After Effects in order to develop the concept and make it even better, from comments at our brief we could look into using colour to help highlight the change in direction as well as giving more emphasis on the video itself, rather than the A0 typographic poster that we produced as a side item.
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“Shopping is cheaper than a psychiatrist” - Google Images
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THE SHOP
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Happiness is not in money but in shopping Marilyn Marilyn monroe monroe 124
PROJECT BRIEF Although not a graded unit of work, we were set a collaborative task with BA Vis Com to create a concept for a physical shop in Poole. Working along side Vis Com students, our last was to generate a concept and brand identity for a shop in Poole that would be used in the early part of next year. As a group we began to look into a holes in the retail environment of Poole as a high-street, in order for us to successfully target the niche kind of shopper that goes there, and hopefully attract them with something utterly unique and different.
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After a group brainstorm it was decided that the theme of the shop we would design was, A highstreet toast bar, aimed at those in a hurry on their way to work, or those simply looking for an inexpensive light snack. The idea is that the customer would pay a fixed price per slice, for that they would get a set number of pieces of toast and access to an extensive range of toppings for the toast. We thought this was a highly unqiue concept, none of us had seen it done before so we thought we could be on to a winning idea.
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Much deliberation and discussion resulted in the name “Oh! Crumbs� being chosen as the name for our shop. From here we then dispersed into small design teams to create each part of our presentation, some working on brand identity and promotion, another group working on the aesthetic of the physical shop and the last group creating the PDF presentation file that we would need to present to the lecturers at the end of the day. Although our concept did not get chosen to go live in the shop in poole, I think ours was among one of the strongest, as it also would of been relatively easy and inexpensive to set up and run.
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“Type is a beautiful group of letters, not a group of beautiful letters.” - Matthew Carter
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TYPE DO'S+ DON'TS
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Typography Typography is is the the craft craft of of endowing endowing human human language language with with aa durable durable visual visualform. form. -- Robert RobertBringhurst Bringhurst
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PROJECT BRIEF
Included within the Industry Unit of work, we were tasked in those same groups, to produce a double page spread on the do’s and don’ts of typography, after each group was given 2 topics to write and design their double page spreads all of the final designs would be collated in a typographic do’s and don’ts book. This book would be printed and bound and availbe for reference.
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We divided our two topics, the guys were to come up with designs for Paragraph Headings, and the girls were to design for the top of Capitals for Emphasis. I wanted to create something very simplistic, a design that would present the idea of Paragraph Headings without the title even needing to say it. I think that I was successful with this aim, and the outcomes I produced all present this idea.
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During our critique it was decided that we should use Sam’s design concept, as visually it stood out over the rest of the designs. Featuring a very style of messy typography thats not disimilar from the techniques employed by graphic designer David Carson.
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Final Paragraph Headings Page
The final chosen design for the paragraph headings page to be feauture in the type rules book, designed by Sam Nightingale
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CRITICAL EVALUATION Being literate with typography is a huge part of what separates professional designers and amateurs. Creating elements for this book has helped reinforce this ideology for me, and also made me research further into type as a subject, all to better my understanding and further my knowledge as a designer. Although my design was not selected out of our options I feel like we chose the strongest. Sam’s design was creative and visually interesting, drawing the viewer in and around the design in a very natural way, but also putting a messy spin on the idea.
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“Do you drink?” “Of Course, I just said I was a writter.” - Stephen King
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ABOUT THE BOOK
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I decided right from the start that I wanted to do a simple 210mm x 210mm book, as after making them previously I felt it sat in the hand quite well and was a very good size for the style I wanted. After doing a bit of research into layout styles by looking through publications in the online publisher ISSUU, in an attempt to try and inspire myself. I decided to go with a really simple 6x6 (with a 5m gutter) grid system throughout my book as I thought this would help me create a balanced and natural looking layout.
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I decided to go with a simple 11pt Sans Serif Century Gothic type for the main bulk of the paragraph text, I felt that the typefaces smooth and simple form excellently compliments the simplistic layout style I have running throughout my book. As for all of the headings and numbers, I used a 98ptBlack style typeface called Bebas. I wanted the book to give off a modern and stylish aesthetic and I think this typeface helped me achieve this. On the right are the two standard templates that I used for all of my project title pages and brief pages. I decided to keep the red and blue colour theme throughout the book, using it to highlight the quotes that I decided to use on all the brief pages.
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Imagination Imagination is is the the highest highest form form of of research. research. -- Albert AlbertEinstein Einstein 146
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