Visual Language For the occasion & celebration of
50th anniversary of NID
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Visual Design for 50 yrs of NID Process Documentation Kanchan Dhankani Semester 4 PGDPD Graphic Design NID 2008-2009 Batch Guide: Anil Sinha
CONTENTS Background
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Project proposal
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Investigating spaces Survey
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NID spaces
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Mind maps
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Design criteria
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Concept
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Design development
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Extending concept
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Explorations
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Feedbacks
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Installations at different places
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Background Why this project As I have already done a project on space installation in Germany I saw a scope to implement similar expressive space experience in Indian context The exchange program and the trip of Europe give me an exposure to a variety of spaces this made me more sensitive towards space design. There is a lot of scope in giving an experience through space design. A few examples of striking space design I came across in Europe are shown here. Giant “I Amsterdam” Letters Bauhaus Berlin Germany National gallery Berlin Germany Art gallery Hannover Germany
Space design project at FHH Hannoer University This project was my first experience in space design. I studied how the weather change plays a role in minds and moods. Similarly spaces can be consciously designed to give a particular experience . Here I choose a fire exit’s counter space to give an experience of day dreaming and end less thoughts running at the back of the mind. Connections of different levels are build which influences the subconscious mind.
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Giant “I Amsterdam” Letters These public sculpture letters are in coordination with Amsterdam’s current motto and city marketing campaign. The concept “I amsterdam” was created by KesselsKramer (advertising agency). The letters travel throughout the city, current location: Museumplein (Museum Square), in front of the Rijks Museum.
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Project Proposal Kanchan Dhankani Semester 4, PG graphics 2008 Email: kanchan_d@nid.edu Phone: 9277102096
Guide: Prof. Anil Sinha Project title: Visual design for the occasion & celebration of fiftieth anniversary of National Institute of Design.
Introduction: The National Institute of Design (NID) is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design education and research. NID had been set up looking at the industrial design education being imparted in Bauhaus and Ulm in Germany. It is known for its pursuit of design excellence to make “Designed in India, Made for the World” a reality. In the year 1961 the Government of India set up the National Institute of Design as an autonomous national institution for research, service and training in Industrial Design and Visual Communication. We are indeed privileged to be witnessing the Golden Jubilee year of NID from November 3, 2010. The celebrations to mark this occasion would commence from November 2010 and continue till November 2011. This would be an excellent opportunity to reflect on fifty years of NID’s contribution towards India’s development through the Institute’s forays into design education, research and training. This would be an opportunity to celebrate and acknowledge the importance of design and designoriented professions. An occasion to honor all those who played significant role in transforming NID into a premier design institute. Scope of working direction • This occasion calls for an visual design with which we can spread the Values and the Pride of NID • This will be the design language that celebrates golden jubilee of NID throughout the year 2010-20011 • This project aims to enhance the experience of environment
Location: NID Paldi campus Occasion: 50th anniversary Target audience Anyone who visits or passes by the location
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Need • This project would find the most fitting way to connect with all those who were associated with NID and honor the visionaries who played a significant role in transforming NID into a premier design institute. • Visual design of the event will become a part of the environment to communicate and announce the celebration of the prestigious occasion. • The vibes of this event must reach out in the city of Ahmedabad to celebrate the prestigious moment together and value its asset.
Expected learning: Understanding and analyzing factors, which build identity of an educational institution Learn to translate set of values evolved with 50 years of NID existence in to visual design. Understanding the dynamics of space.
Methodology and strategy: • Information collection • Interviews & survey • Realizing spirit, values and impressions of NID • Brainstorming and generating alternate design concepts • Design development • Design evaluation/validation • Selected approach • Presentation & documentation
Student’s sign
Kanchan Dhankani
Guide’s sign
Date
Anil Sinha
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Structure • Information collection • Interviews & survey • Realizing spirit, values and impressions of NID • Brainstorming and generating alternate design concepts • Design development • Design evaluation/validation • Selected approach • Presentation & documentation
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Investigating spaces in India I was looking out for striking and conscious space designs in India. I began with Universities, then searched for architects and installation artists works.
Places considered • Architecture College Chandigarh • Nrityagram dance village Bangalore • Sir JJ. Institute 75yrs Mumbai • Sprouts Installation Delhi • Open hand Monument Chandigarh • Gateway of India gate Mumbai • IIM New campus Ahmedabad • Kankaria Lake Ahmedabad • AMA University Ahmedabad
Open hand Monument Chandigarh Architect : Le Corbusier 5
It is also meant to convey the symbolic message “Open to give, open to receive”. There is probably no city emblem in the world quite like this one. ‘Open to give and open to receive’ presumes an open mind.
Rising 85 feet high from a sunken trench, a giant hand in metal sheets is designed to rotate like a weather cock. 6
Nrityagram dance village Bangalore Architect : Gerard Da Cunha Vernacular architecture with a mural of 3 women at entrance
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Sprouts
Installation Delhi
Designer : Vibhor Sogani
Vibhor has been working on large installations in various materials. Public Art and Urban Installations in Public spaces and Traffic round-abouts are his new areas of fascination. One of his creations, ‘SPROUTS’, a 40 feet high installation, is currently being installed in the 6 acres of greens which lies between the flyovers at AIIMS crossing, Delhi. This project is in collaboration with Jindal Stainless Ltd.
Concept visualization and models 8
Architecture College Chandigarh Architect : Le Corbusier Entrance mural shows Le corbusier modular system 9
Le Corbusier explicitly used the golden ratio in his Modulor system for the scale of architectural proportion. He saw this system as a continuation of the long tradition of Vitruvius, Leonardo da Vinci’s “Vitruvian Man”, the work of Leon Battista Alberti, and others who used the proportions of the human body to improve the appearance and function of architecture. In addition to the golden ratio, Le Corbusier based the system on human measurements, Fibonacci numbers, and the double unit.
Students interaction with this space
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Gateway of India
gate Mumbai
Design team : Architect George Wittet After the review feedback I got a focus on what kind of places I must focus on.
Investigating ‘eventful spaces’ My project needs an inquiry of spaces which are related to celebrations of event full spaces. Therefore Gateway of India makes it more appropriate place for research.
The main idea behind the construction of the Gateway of India was to celebrate the visit of King George V and Queen Mary to Bombay. Sir George Sydenham Clarke, the then Governor of Bombay, laid down the foundation stone of the monument in March 1911. However, his plan was approved in 1914 and the reclamations at Apollo Bundar got completed in 1919. Designed by George Wittet, an architect, Gateway of India took approximately 4 years (1920 to 1924) to get fully completed
First Major Event The passing of the First Battalion of the Somerset Light Infantry. They were the last troops of the British to leave India after independence. The ceremony was conducted on 28th Feb 1948.
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Sir JJ. Institute
75yrs Mumbai
Concept by : Rahul Gaikwad & Yadnyee Gaikwad (alumni of the college)
Students paint Ram and Sita on college walls The students of JJ School of Applied Arts have intelligently weaved the story of Ramayana with college life and painted it on the walls of their college. The paintings are actually part of the 75th year anniversary of JJ School of Applied Arts which falls on February 19, 2010. The paintings have eight to 10 main stories
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CEPT
University
Ahmedabad
Simple flash lights highlighting trees is what builds a different environment in CEPT campus.
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AMA
University Ahmedabad
Architect : Bimal Patel 15
Mural - Illuminated mural Illuminated inside view
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View from the main road Other interesting spaces in AMA
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IIM
New campus
Ahmedabad
Developed by : Bimal Patel
The integration of flora along with the floral design of mural played a good role in bringing freshness of nature in totality. The lights of different temperatures made every place alive and more dramatic here.
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Kankaria
Lake Ahmedabad
Developed by: AMC Kankaria lake development project changed the complete experience of the place. The colourfull light play on the long stretch of the lake gave a good make over. The place looks more happening, full of life, maintained and uplifted the standards of every thing around.
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SURVEY Standing with Interesting space Designs in Ahmedabad What does NID communicate through its space ? 1) Do you think the exterior of NID (entrance façade) 3) In what ways do you contribute towards making of your own environment? ( personal space like features the spirit of NID? your room, work place etc) MAXIMUM NO WHY? • Because it is not as vibrant as the people inside add posters, add colour, sometimes spray paint my boxes and belongings to match, Put up pieces and looks too stiff • Doesn’t give a clue of what this institute is all of my work, cleanliness, Painting, arranging furniture etc. about •There is nothing especially done to draw attention and communicate any message 2) Would you prefer a change on NID façade? (boundary wall, Main gate, NID mural etc spots seen before entering NID) If you want to change then what change? MAXIMUM YES Murals by the students or something more colourful
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4) How do you perceive NID environment very safe, like large spaces, lots of design information in the air. the indiscipline adds to the design discipline, Very culturally rich, and thanks to all the greenery -close to nature
NID
Paldi campus
Ahmedabad
Exterior
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Interior
Spaces made by students 22
Campus
The brick red & orange colour compliments the natural environment in the campus
The brick red & orange colour compliments the natural environment
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Boundary walls Observation • Miscommunication Branding of reliance fresh is overpowering • Opportunity This space has a potential to project our statement very strongly and impactfully
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views NID MAIN GATE
INSTITUTE
MIDDLE GATE
entrance gate
HOSTEL
high potential moderate potential less potential
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Mind maps
guage Visual lan for bilee e Gold n ju
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Mood board
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Design criteria The external faรงade must be lively, welcoming and expressive but The exposed brick wall compliments the architecture inside. Therefore the exposed brick should be maintained for the visual continuity.
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Concept ‘Originating from a white beam splitting in spectrum’ is what I connect to NID Design at NID is like Diverging in different directions & converging with ideas
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V
I
B
G
Y
O
R
The Multi disciplinary, vibrant and active features of NID
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Design Development Approximately Current dimension
45 inches 18 inches
18 inches
Proposed extension 35 inches
23 inches
Projection
6 inches
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23 inches
The mesh • Sun rays • Illusion of closing and opening • Movement • A filter • When the light will be projected these lines will cut the light and form distinct beams
Responsive environment • The campus is alive its breathing through these holes • The lights will be giving response by slowly becoming dim to bright • The lights will look as responsive as the pupil of our eyes. A very subtle but attractive movement
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NID campus plan Main Gate
Middle Gate
Rendered wall
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Continuity Places where there is no Hume pipes in the walls we can still maintain continuity by giving an illusion like shown in the picture. The location shown in the picture must be given a fresh look and has to be more highlighted as it this is the most prime spot of NID facade.
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Inspiration
Newton was the first to prove that white light is made up of all the colors that we can see. Newton believed that all the colors he saw were in the sunlight. He thought he then should be able to combine the colors of the spectrum and make the light white again. To test this, he placed another prism upside-down in front of the first prism. The band of colors combined again into white sunlight.
Form
Divergence & Convergence
Current structure
Proposed structure
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Review Feedback • Investigate ‘eventful spaces’ ‘built in the memory of’ type of spaces & community driven and owned spaces • NID connect has to be strong ( what is nid ? ) the uniqueness of NID & 50 years of nid related brainstorming has to be done. • Think beyond - think out of the box The scope of Hypothetical projects have not yet been explored DO NOT restrict your perspective • The boundary wall photographs has no reference of scale • Need to look at the larger issues of executions (environmental factors .etc) • Conceptual clarity • Give more alternatives
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NID campus plan Main Gate
Middle Gate
Rendered wall
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Extending concept In one word what is NID about? A brainstorm with people was done. From the brainstorm the word “sharpening” clicked. I feel this describes to its best what this institutes major roll is. NID sharpens mind, skills, imagination, creativity and prepares one to become professionals.
The word “sharpening” was taken forward to develop a concept. Taking sharpening as a key word, brainstorm with pictures was done and it took shape of this mood board 40
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Mood board - sharpening
Concept table Pencil being a common element between education and design was constantly on my mind. A pencil gives first face or form to any idea on paper. Let it be from any discipline, a pencil gives shape to any idea, imagination and innovation. It is definitely a tool to be given respect and honor. From the mood board I chose different ways / meanings of sharpening and tried to show it through pencil. For example: to show FOCUS the pointed tip of the pencils top view was shown. Then I analyzed what message is evolving out of each situation. For example: when the pencil is sharpened using a knife the stroke, force are the words coming in mind. For each situation, I jotted down those words and prepared the concept table.
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The art of sharpening pencils
The standard point
The needle point
The bullet point
The chisel point
Explorations
Sharpening process Connecting identity with trees
Industrial Communication Pencil shavings : by-product of sharpening
Connecting with Ahmedabad
Art tools Dynamic logo
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Selection Process At first I had selected the sharpening process (taking the sharpener as it is a universal tool) But soon I realized that this concept wont work as in design field using sharpener isn’t the right technique of sharpening pencils. The pencil shavings being the by-product of the sharpening process were also given importance. I tried to connect the various forms of the pencil shavings with the Ahmedabad road’s contour. This is to claim that parallel with the sharpening process NID has developed Ahmedabad’s outlook and this road of development will continue going further nation wide and world wide.
Drawbacks of this concept 1. Using sharpener is not the correct method for designers 2. Pencil shavings are usually seen as waste 3. The pencil goes shorter and shorter as we keep sharpening All these points could take the communication is undesired directions and therefore there is need to have a stronger base.
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Going back to concept table From the sharpening table I picked up 4 sharpening methods Focus, chisel, sharpening and abrasive Focus and the chisel talks about the personal development (mind and skills), whereas sharpener and the abrasive wheel refers to the approach towards design (global and detailed approach). Focus: mind clarity and focused aims Chisel: personal skills Sharpener: Universal, global approach Abrasive wheel: Fine refinements, detailed approach These symbols can be used for installations. This concept can be taken further to build visual identity.
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Selection
Out of the four I further boiled down to one method that is the “Abrasive Wheel”. This is because it not only talks about sharpening but also symbolizes the 2 disciplines of design - communication design and industrial design The pencil stands for communication design and the circular saw stands for Industrial design. • The character of pencil: hexagon long bold sharp lead • The character of saw : soft edged, movement in clockwise direction, • The logo is set in continuous act of sharpening When appeared in web of any digital media or even installation the saw will rotate in clockwise direction This makes the logo dynamic. The pencil has been positioned up straight to project confidence, support and strong this also gives balance to the unit.
HEAD HEART HAND
‘Head, Heart and Hand’ interpretation evolved with this unit Where The saw is the head, the pencil is hand and heart is what we put in to giving life to ideas creation and imagination. 46
Explorations
HEAD HEART HAND
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HEAD HEART HAND
HEAD HEART HAND 47
Feedbacks • The turner looks like a flower • The dates 1961 2010-2011 is complex to understand • Integration of 2010-2011 must be done to minimize the information • The turner can be made more simpler by minimizing its teeth
Teeth were reduced
Integration of 2010-2011
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Flipped in clockwise direction
Logo development
• Dynamic • Strong statement • Futuristic aims • It is dynamic as the logo is visualized in 3d and has been designed to set in motion where ever possible. for example the circular saw with the number 1961 will be rotating in digital medias and in 3d installation.
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Clolour The clolours of celebrations Even the colour scheme has been given for all the visible and non visible sides of the pencil The six sides of pencil is coloured in color wheel order with 3 primary and 3 secondary colours. 3 positions are freezed where the center colours are primary colours these three can be used for print media. For print media we get a set of 3 colour schemes which can be used for different types of communication for example Local, national and international communication or students, staff and guests
Basic colour scheme 50
Connecting identity with trees
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Installations at different places
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Installations along the pathway
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The visual design of 50 years of nid can be used and placed in different ways inside or outside the campus. The word of design education will be spread. This theme can be further extended and made to suite different medias maintaining its visual language.
Visual Design for 50 yrs of NID Process Documentation Kanchan Dhankani Semester 4 PGDPD Graphic Design NID 2008-2009 Batch Guide: Anil Sinha