a rn ia
K
Art Direction - directing the art. The combination of images, typography, colours and textures. The art of making sure the images you produce are as beautiful, meaningful and rich as you can make them. Great art direction can evoke the best emotion.
Semester 142 bond university
ART DIRECTION
tutorial portfolio
KIARNA HARVEY 13291334
naturally good logo
draft
naturally good logo
final
At first it was hard to come up with a logo for Naturally Good that I really liked. I started with the most obvious 'natural' colours (green and brown), however I thought to ensure the logo stands out it needs to be something different and bright. I opted for an orange/yellow colour as it still remains an earthy tone, while being bright and eye catching. The combination of fonts allows the "Good" to tie in with the curve of the leaves, while "Naturally" is in a dominant, simple font to represent the professionalism of the show.
alphabet name
alphabet name
six
taxonomies
Pictorial Analogy
Extreme Situations
Extreme Consequences
six
taxonomies cont. Comparative/Competition
Dimensionality Alteration
Interactive Experiment May 2013, shoppers at Bluewater Shopping Centre could play a giant interactive billboard game where clicking onscreen apples filled a virtual bottle of the product, which they were then given as a reward for playing.
Drafts
Non Traditional
Drafts
Traditional
CREATE YOUR OWN
LINES
Available in store now
CREATE YOUR OWN LINES Available in store now
self logo Draft
Final
self logo THE DRAGONFLY When I asked my good friend what she thought best represented me, she said a dragonfly. Her being (slightly) 'hippy', started talking about the symbolism behind the animal. She told me that the dragonfly totem carries the wisdom of transformation and adaptability in life. The animal is connected to the symbolism of change and light. When a dragonfly shows up in your life, it may remind you to bring a bit more lightness and joy into your life. I loved this and looked in to it more. I found out it inspires people to bring about the changes needed in their lives in order for them to reach their full potential, and to use their ability to be flexible and highly adaptable in any situation. The dragonfly also encourages you to show true colours more often and shine. I really liked the idea of myself being represented as a dragonfly, and that is what my friendship meant to her. Therefore in my design, I altered the symbol into a K (to represent Kiarna).
THE COLOURS Grey circle to represent reliability and sophistication. Pink outline that represents friendship and love. Purple wings as the colour combines the stability of blue and red. Purple represents power, nobility, luxury and ambition. It symbolises wisdom, dignity, independence and creativity. My design may look slightly childish, but that comes down to my design skills! All of these meanings and symbols incorporated into my self logo, is what I hope to represent as a person.
The story
Rhetorical Device:
Alliteration
bond propganda
draft
I bounced around a couple of ideas around in my head, deciding whether I should opt for subtle or 'in your face' propaganda piece. I decided to have a play with one of Bond's selling points to future students - Wherever you go, if you meet a Bondy, you're instantly looked after and connected worldwide.
GLOBAL BONDY NETWORK
Let your ambition take you across the world. You'll be connected anywhere, at any time.
FOREVER A BONDY
mood board
What is Art Direction to me?
Symbolism plays a part in Art Direction, therefore I wanted my mood board to be a symbol of myself that features other aspects of the subject. My mood board is themed around four main colours: yellow, mint green, sky blue and pink. While I find it difficult to pick a favourite colour, these are four represent me best. Yellow not only because it is the theme colour to my bedroom, but it represents happiness. Green, as it is one of my favourite colours (also incorporated within my room), but also because it is the colour of my eyes, which I believe is a dominant physical feature of mine. Blue to represent trust, respect, and grace, which are qualities I aim to uphold in life. Pink because it’s feminine, and portrays love and elegance. I believe it is important to be a strong, successful and a self-inspiring female in this world. The board is filled with brands and icons I admire and use on a day-to-day basis, including Apple, Napoleon, Cadbury and Nike. My job (and let’s admit, my life) is online, hence the Instagram and Facebook symbols. This is also a representation of ways we communicate via the web. My passions are travel and healthy living, which are expressed by the pink suitcases, and Nike shoes. The sunflowers, ice cream and coffee represent some of my favourite things. Along with balloons and gifts (we all love a celebration and presents), these images portray the colour scheme of my board and ‘symbolise’ me. Between the flowers, makeup and eyes beauty is expressed through this mood board. To show typography, I went with quite curvy and feminine writing, showing my ‘girlieness’, and strong dominant type to represent my (occasional) strong headed approach on things. Most of the copy are also sayings that I love or have meaning to me. For example “You are my sunshine” is what my Grandmother has told me since the day I was born. I included the “Fight Like a Girl” image because it is very propaganda, but also I hope that my reputation is a strong and determined woman, both physically, professionally, emotionally and mentally. “I Am That Girl” is a non-for profit organisation, and my favourite book that inspires girls to be great and successful. Together all these colours, type, symbols, brands and images represent who I am, through using the theory we've learnt behind Art Direction.