ABOUT TYPE - How to learn the rules & how to break them by Paul Wilson by Paul Wilson

DESIGN IS THINKING MADE VISUAL ABOUT TYPE

How to learn the rules & how to break them

Paul Wilson

published by

Principles of Art & Design

Published and distributed by Paul Wilson No part of this work may be reproduced in any form or by any electronic or mechanical means including information storage or retrieval systems without permission in writing from the author. It may not be reproduced with the intent to sell or be reappropriated as a personal work by any other person than the author. However, this book can be used as an inspiration to create and/or elevate the designs of whom is inspired by what he/she sees. Design and Art Direction Paul Wilson Typefaces Helvetica Neue by Linotype Helvetica LT Std Printed by Inca Agency Papers Used X-PER Premium White / NOTTURNO Made in Vietnam Copywright © 2021 Paul Wilson All rights reserved

ABOUT TYPE

How to learn the rules & how to break them Principles of Art & Design

DESIGN IS THINKING MADE VISUAL ABOUT TYPE

How to learn the rules & how to break them

Paul Wilson

published by

Principles of Art & Design

To my mentor

and her lovely mother that passed away during the time of the creation of this book.

To my mothers who believed in me and allowed me to take part in this design course.

To my older brother who gave me his pair of fresh eyes to critique the work done when needed.

To my father

who unconsciously pushes me to do better and work harder.

To my friend

who supported me during that time. Believing in my work and perseverance.

“Creativity means le rules exist, and then Saying, “It’s better th have to know the rul them with any grace

earning where the n breaking them! his way.” But you les in order to break e.” Alan Arkin 8

1 2 3 4 5 6 7 8

First lesson

One size / One weight

Second lesson

One size / Two weights

Third lesson

Two sizes / One weight

Fourth lesson

Three sizes / Three weights

Fifth lesson

Rules + Reverse type

Sixth lesson

Experimental Typography

Seventh lesson

Colors + Images

Process

Sketches + Inspirations

Foreword

As the instructor and mentor to this course, “Hierarchy of Typography”, I am honored to share a few words about my experience working with Paul Wilson. This particular course demands rigor and many failed design pieces leading to design excellence. Principles of Design and Typography are practices through many iterations, such as Design Thinking, Design Process, and Design Methodology. With over 25 hours of interactive learning plus over 80 hours of assignments, this leads one to the “100 hours Rule”– 100 hours of practice for a discipline to become much more competent. When he reached out, I was curious to learn about his background, goals, and how to empower him from a design standpoint. We set up a zoom call and saw a patient and a mindful person ready to sore with confidence in design discipline with typography. Paul was prepared to challenge himself and invest in his self-growth, career development and nurture his talent to the next level. Based in California and Paul in Vietnam, we began our journey virtually. He attentively posted his work 24 hours before our session and carried good communication via email.

Besides, he would turn in 4 times the minimum requirement for each assignment. This revealed his commitment and strong work ethic. Through research, analysis of the work of design legends, many hand sketch drawings, and iterations, our discussions, and much tough feedback, he moved out of his comfort zone and pushed his work every week to another level. His design work flourished like a cactus flower that had been hibernating for a while, ready to blossom. His final book project demonstrates solid design solutions and understanding the power of Principles of Design (law of thirds, contrast, depth, texture, proximity, focal point, and more) to create a successful hierarchy of information (via Elements of Design: typography, lines, images, color, and photographs). I am privileged and proud to have worked with such a dedicated, talented designer with a kind demeanor on this fruitful journey. Paul is an asset to any design team. For this reason, I look forward to continuing with our working relationship and the opportunity to co-create and co-collaborate on a future project in person. Milka Broukhim

Introduction

This book presents the work I’ve done under the guidance of my mentor, Milka Broukhim. It serves as a package to regroup and present four months of hard work and dedication. Four months during which I was able to grow from a self-taught designer to a fully confident and skilled one. This period of time was divided into seven lessons with their own body of work each. I will be presenting throughout this book the best work that came out as a result of each sessions but also my process of work, of design thinking and how I am able to go from an idea growing in my mind to a finish layout that meets the requirements to which I am subjected. Indeed, all this work was done following some precise guidelines at first, that would be loosen up as experience and confidence flows by. It started as the following: create 15 explorations for each phase in a format of 8 x 8 inches, use only one typeface throughout the project, I chose Helvetica Neue (also being used for this book), use either lower case with initial caps or all lower case, use standard letter spacing/tracking throughout the project. Following these guidelines, I had to design a fake publication, from title to date, called Design is thinking made visual. Also, each week had a specific contraint that made the exercise more challenging.

The purpose of this rigorous work and methodology was to “[...] provides students with the necessary grounding in principles of design, scale relationships, types of contrasts, use of space, asymmetry, hierarchy, legibility, composition, alignement, structure and more.” Finally, going through this really allowed me to develop myself as a designer, and I would also say as a creative mind. It allowed me to enhance my vision, my taste in Art & Design, to broaden my horizons, showing me the importance of principles of design and how to apply them correctly. I’ll by ending this introduction by thoroughly thanking my mentor and lighthouse in this project, Milka. I want to thank her for her rigor, her justified toughness, her positive energy, her sparkling personality, her great dedication to teaching and even to all of her onomatopoeias that paced our conversations. Because of her, I was able to learn the rules and how to break them, I became aware of great design and broadened my creativity. I couldn’t have wished for a better mentor than her and I thank life for putting her on my path. May you have a great moment going through this book and that it can enrich you, even slightly, in your life. Paul Wilson

One size One weight First lesson

Commentary The first exercise consisted of using one size one weight, it is a great way to learn how to use space and composition of the design to create an interesting layout that is attractive to the eye. During that first exercise I really learned how to rely on space and how to create contrast, emphasis and how a nice, well-thought white space could truly improve a layout and help to organize information. It also gives permission to the reader’s eye to navigate around the composition. If used correclty, white space allows the elements to breathe on the page but it is also very important to keep them in a relation to one another, otherwise the design will be “flatten”, meaning that it will not be of any visual interests.

First lesson

One size / One weight

published by eyeon features:

Saul Bass Lester Beall is thinking

Michael Bierut Neville Brody

made

Josef Brockmann

visual

David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart

spring 2021, number 4

design

design.aiga.org

eye on design covers the world’s most exciting designers and the issues they care about.

volume 3

First lesson

One size / One weight

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First lesson

One size / One weight

Paul Rand Paula Scher Stefan Sagmeister Saul Bass Bradbury Thompson Lester Beall Massimo Vignelli Design is thinking made visual Michael Bierut

David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann

Spring 2021 Volume 3, Number 4

Features:

Wolfgang Weingart Eye on Design covers Neville Brody the world’s most exciting designers—and the issues they Piet Zwart Published by care eyeondesign.aiga.org about. Josef Brockmann

El Lissitzky Rebeca Mendez Alvin Lustig

First lesson

One size / One weight

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First lesson

One size / One weight

Eye on Design covers the world’s most exciting designers Published by eyeondesign.aiga. org and the issues they care about.

Design is thinking made visual

Spring 2021, Volume 3, Number 4

Features:

Piet Zwart Saul Bass Lester Beall

Alvin Lustig

Michael Bierut

Muriel Cooper

Paul Rand

Neville Brody

Lou Dorfsman

Paula Scher

Josef Brockmann

Shigeo Fukuda

Stefan Sagmeister

David Carson

April Greiman

Bradbury Thompson

Jacqueline Casey

Armin Hofmann

Massimo Vignelli

El Lissitzky

Wolfgang Weingart

Rebeca Mendez

One size Two weights Second lesson

Commentary During this series I still had to use one size but this time I could also use two weights. This is really a good way to learn the notion of Lightness and Darkness within design and how, even though being the same size, words can have a totally different feeling just because of their weight. A bold typeface next to a very thin one will allow a great contrast that is much satisfying and of great visual interest. I started to feel more confident in my approach but my final layouts were still limited to the initial sketch and I was unconsciously restraining myself as I wasn’t really working that organically. I was focusing a lot on going by the rules and wasn’t really daring to propose some more creative and bold layouts. In fact the ones that were more successful were the ones I was indeed designing more freely and instinctively within the contraints.

Second lesson

One size / Two weights

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Second lesson

One size / Two weights

Design is thinking made visual

Saul Bass Lester Beall Michael Bierut Neville Brody Josef Brockmann David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister

Features:

Bradbury Thompson

Spring 2021, Volume 3, Number 4 Published by eyeondesign.aiga.org Eye on Design covers the world’s most exciting designers and the issues they care about.

Massimo Vignelli Wolfgang Weingart Piet Zwart

Second lesson

One size / Two weights

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Second lesson

One size / Two weights

Eye on Design covers the world’s most exciting designers and the issues they care about.

features

Saul Bass Lester Beall

Design is thinking made visual

Michael Bierut Neville Brody Josef Brockmann David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Stefan Sagmeister Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig

Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart Paul Rand Paula Scher

Spring 2021 Volume 3 Number 4 Published by eyeondesign.aiga.org

Second lesson

One size / Two weights

spring 20_21

Eye on Design covers the world’s most exciting designers— and the issues they care about.

volume 3, number 4 Published by eyeondesign.aiga.org

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Design is thinking made visual

Two sizes One weight Third lesson

Commentary This time around the contraint from last session was inverted and I got to use two sizes but only one weight. It is another great way to push the understanding of the use of space but also the importance of type sizes and how the principles of design as well as the history of type really matters when it comes to this. Indeed, contrast and a strong focal point can be easily achievable through size if the ratio between two sizes is large enough for it to be significant. During that session, I started to change my approach and to push myself and my designs further. My sketches were not just the final layouts but they were a starting point from where I would expand my initial ideas and shape them through the rules I learned previously. As a result, I came up with stronger layouts, that made good use of the rules and contraints I was subjected to. It helped me gain more confidence in my work as well.

Third lesson

Two sizes / One weight

V.3 Design is thinking made visual

Eye on Design covers the world’s most exciting designers and the issues they care about.

Number 4 Published by eyeondesign.aiga.org

Features

spr

Third lesson

Two sizes / One weight

ring 21

Eye on Design covers the world’s most exciting designers—and the issues they care about. Volume 3, Number 4 Published by eyeondesign.aiga.org

design is thinking made visual Features: Saul Bass _ Lester Beall _ Michael Bierut _ Neville Brody _ Josef Brockmann _ David Carson Jacqueline Casey _ Muriel Cooper _ Lou Dorfsman _ Shigeo Fukuda _ April Greiman _ Armin Hofmann El Lissitzky _ Rebeca Mendez _ Alvin Lustig Paul Rand _ Paula Scher _ Stefan Sagmeister Bradbury Thompson _ Massimo Vignelli _ Wolfgang Weingart _ Piet Zwart

spr 202

Third lesson

Two sizes / One weight

Third lesson

Two sizes / One weight

Spring 2021

features: Saul Bass Lester Beall Michael Bierut Wolfgang Weingart Neville Brody Josef Brockmann

Volume 3

Number 4

David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda Bradbury Thompson April Greiman Armin Hofmann El Lissitzky Massimo Vignelli Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Piet Zwart

Third lesson

Two sizes / One weight

Eye on Design covers the world’s most exciting designers—and the issues they care about. Spring 2021, Volume 3 Number 4 Features: Saul Bass

Neville Brody

Lester Beall

Josef Brockmann

Michael Bierut

David Carson Jacqueline Casey

design is thinking made visual Muriel Cooper Lou Dorfsman

Shigeo Fukuda April Greiman

Armin Hofmann

Published by eyeondesign.aiga.org

El Lissitzky

Rebeca Mendez Alvin Lustig Paul Rand

Paula Scher

Stefan Sagmeister

Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart

Three sizes Three weights Fourth lesson 51

Commentary For this session the variety of options became wider and so did the difficulty to make a decision. Three sizes and three weights were a good step to make sure all previous lessons were now truly embodied in my design process. Indeed, the more options you have the more important is it to apply the different principles of design such as contrast, rule of third, having a focal point, asymmetry... During that week I also started to play with letter spacing and I could also go all caps if I had a reason for it. During that time I’ve trusted my process even more and pushed it further. It felt great because I was able to exploit the ideas I had in a better way. But uncounsciously I was still limiting myself to more basic, similar designs and I felt this to not totally allow me to exploit my creativity. Still, I felt I was on the right path and that being in the struggle of that session was a necessary step.

v Fourth lesson

Three sizes / Three weights

Eye on Design covers the world’s most exciting designers and the issues they care about.

vol.3

features Saul Bass / Lester Beall / Michael Bierut / Neville Brody / Josef Brockmann David Carson / Jacqueline Casey / Muriel Cooper / Lou Dorfsman Shigeo Fukuda / April Greiman Armin Hofmann / El Lissitzky / Alvin Lustig Rebeca Mendez / Paul Rand / Paula Scher / Stefan Sagmeister Bradbury Thompson / Massimo Vignelli / Wolfgang Weingart / Piet Zwart D

Number 4 published by eyeondesign.aiga.org

I N

Fourth lesson

Three sizes / Three weights

Spring 2021 Published by N.04 eyeondesign.aiga.org

design is thinking made visual EyeonDesign covers the world’s most exciting designers and the issues they care about. features

Saul Bass _ Lester Beall _ Michael Bierut _ Neville Brody _ Josef Brockmann _ David Carson Jacqueline Casey _ Muriel Cooper _ Lou Dorfsman _ Shigeo Fukuda _ April Greiman Armin Hofmann _ El Lissitzky _ Rebeca Mendez _ Alvin Lustig _ Paul Rand _ Paula Scher Stefan Sagmeister _ Bradbury Thompson _ Massimo Vignelli _ Wolfgang Weingart _ Piet Zwart

Vol.3

Fourth lesson

Three sizes / Three weights

features

JACQUELINE CASEY / APRIL GREIMAN design is PAULA SCHER SHIGEO FUKUDA / PAUL RAND SAUL BASS / ALVIN LUSTIG DAVID CARSON thinking LESTER BEALL / JOSEF BROCKMANN made BRADBURY THOMPSON WOLFGANG WEINGART / LOU DORFSMAN / NEVILLE BRODY STEFAN SAGMEISTER visual EL LISSITZKY / REBECA MENDEZ MURIEL COOPER / MASSIMO VIGNELLI vol.3 ARMIN HOFMANN MICHAEL BIERUT / PIET ZWART EYE ON DESIGN COVERS THE WORLD’S MOST EXCITING DESIGNERS

and the issues they care about. spring 2021

Number 4, Published by eyeondesign.aiga.org

Fourth lesson

Three sizes / Three weights

volume 3 number 4 and the issues they care about.

Piet Zwart

Wolfgang Weingart

Massimo Vignelli

Bradbury Thompson

Stefan Sagmeister

Paula Scher

Paul Rand

Alvin Lustig

Rebeca Mendez

El Lissitzky

Armin Hofmann

April Greiman

Shigeo Fukuda

Lou Dorfsman

Muriel Cooper

Jacqueline Casey

David Carson

Josef Brockmann

Neville Brody

Michael Bierut

Lester Beall

Saul Bass

Features

DESIGN IS THINKING MADE VISUAL

Published by eyeondesign.aiga.org

Eye on Design covers the world’s most exciting designers

Spring 2021

Fourth lesson

Three sizes / Three weights

DESIGN is THINKING MADE

Eye on Design covers the world’s most exciting designers and the issues they care about.

visual

Spring 2021 Volume 3 Number 4

Published by eyeondesig n.aig a . o

Sa u l B a ss

J acquel i ne C asey

Armi n H o fmann

Stefan Sag m ei s ter

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Rules + Reverse type Fifth lesson

Commentary All restrictions have been lifted and the amount of decisions to take were definitely increased during that 5th week. After the previous lessons, I really felt like I had an eye-opening moment and that the brakes I was applying to my creativity were now gone, allowing me to push my designs all the way through and to also explore new design territories as well. Following my now-found creative process and applying the rules that I’ve learned deeply during all those sessions, I was able to make smoother and clearer creative decisions as well as making good use of the newly added elements, such as shapes and rules, and how they could reinforce my typographic layouts, complementing with type or creating visual tension when needed. Another element that was of interesting use was to reverse type, using white letters to make it pop on black background or to simply be able to merge them with the white background.

Fifth lesson

Rules + Reverse type

design is thinking made visual features

Eye on Design covers the world’s most exciting designers and the issues they care about.

21 volume 03 number 04 spring

published by eyeondesign.aiga.org

Fifth lesson

Rules + Reverse type

s g n i e d i s in t h i nk g made vis ua l Spring 2021 Volume 3

Number 4

Eye on Design covers the world’s most exciting designers— and the issues they care about. Published by eyeondesign.aiga.org

features Saul Bass Lester Beall Michael Bierut Neville Brody Josef Brockmann David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart

Fifth lesson

Rules + Reverse type

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Rules + Reverse type

design is thinking made visual Eye on Design covers the world’s most exciting designers—and the issues they care about.

vol.

F E AT U R E S Saul Bass Lester Beall Michael Bierut Neville Brody Josef Brockmann David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman

Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart

spring 2021 Published by eyeondesign.aiga.org

n.4

Fifth lesson

Rules + Reverse type

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Experimental Typography Sixth lesson

Commentary This part of my learning process had been announced for a long time so I was really excited when it finally came around. Experimental type exists for a long time ago or even in a certain way, since forever, as a lot have to do with designs done by hand and by using objects and techniques around us to give the design a certain texture, look, feel or overall shape. This week around I had to leave my computer for most of the time and start to freeze, draw on, mix, or even burn my designs. I got to abandon some of them to my playful dog that would tore them apart allowing me to reuse these torn pieces into visually interesting collages. Expanding my creative mind and thinking outside the box was truly a great moment that would definitley help me now in my design process and also my creative thinking and will allow me to see more options and more possibilities to create.

Sixth lesson

Experimental Typography

Sixth lesson

Experimental Typography

Sixth lesson

Experimental Typography

Sixth lesson

Experimental Typography

Sixth lesson

Experimental Typography

Colors + Images Seventh lesson

Commentary The last assignment consisted of using every thing I’ve learned until now and add colors plus images as well. Being able to play with colors was a great way to elevate the designs by reinforcing some principles such as contrast on the page or improving the focal point. Colors also allow us to play with texture. Besides it was a great opportunity to go into color theory and see how the different combinations allow us to create in a better way. This time I was able to truly showcase what I’ve learned throughout these weeks. I felt like having another pair of eyes as I design and my taste was even elevated. I almost insctinctively knew when elements were out of place or when something was missing. Feeling this way was a great personal achievement and a motivation to keep getting better at my craft.

Seventh lesson

Colors + Images

s 21 n 4

V3 features:

published by eyeondesign.aiga.org

design is thinking made visual Eye on Design covers the world’s most exciting designers— and the issues they care about.

Seventh lesson

Colors + Images

design is thinking made visual features Saul Bass

Armin Hofmann

Lester Beall

El Lissitzky

Michael Bierut

Rebeca Mendez

Neville Brody

Alvin Lustig

Josef Brockmann

Paul Rand

David Carson

Paula Scher

Jacqueline Casey

Stefan Sagmeister

Muriel Cooper

Bradbury Thompson

Lou Dorfsman

Massimo Vignelli

Shigeo Fukuda

Wolfgang Weingart

April Greiman

Piet Zwart

Published by eyeondesign.aiga.org

Eye on Design covers the world’s most exciting designers—and the issues they care about.

spring 21 ‘21

num. 04

vol.03

Seventh lesson

Colors + Images

MADE VISUAL IS FEATURES

FEATURES

Eye on Design covers the world’s most exciting designers—and the issues they care about.

Spring 2021

FEATURES

IS THINKING THINKING

DESIGN

Eye on Design covers the world’s most exciting designers—and the issues they care about.

SAUL BASS LESTER BEALL MICHAEL BIERUT NEVILLE BRODY JOSEF BROCKMANN DAVID CARSON JACQUELINE CASEY MURIEL COOPER LOU DORFSMAN SHIGEO FUKUDA APRIL GREIMAN Vol. 3 / Number 4 ARMIN HOFMANN published by eyeondesign.aiga.org EL LISSITZKY REBECA MENDEZ ALVIN LUSTIG PAUL RAND PAULA SCHER STEFAN SAGMEISTER BRADBURY THOMPSON MASSIMO VIGNELLI WOLFGANG WEINGART PIET ZWART Spring 2021

Vol. 3 / Number 4 published by eyeondesign.aiga.org

MADE VISUAL

THINKING

Vol. 3 / Number 4 published by eyeondesign.aiga.org

Spring 2021

DESIGN

DESIGN DESIGN MADE VISUAL DESIGN

SAUL BASS LESTER BEALL MICHAEL BIERUT NEVILLE BRODY JOSEF BROCKMANN DAVID CARSON JACQUELINE CASEY MURIEL COOPER LOU DORFSMAN SHIGEO FUKUDA APRIL GREIMAN ARMIN HOFMANN EL LISSITZKY SAUL BASS REBECA MENDEZLESTER BEALL MICHAEL BIERUT ALVIN LUSTIG NEVILLE BRODY PAUL RAND JOSEF BROCKMANN PAULA SCHER DAVID CARSON STEFAN SAGMEISTER JACQUELINE CASEY BRADBURY THOMPSON MURIEL COOPER MASSIMO VIGNELLI LOU DORFSMAN WOLFGANG WEINGART SHIGEO FUKUDA PIET ZWART APRIL GREIMAN Vol. 3 / Number 4 ARMIN HOFMANN published by eyeondesign.aiga.org EL LISSITZKY REBECA MENDEZ ALVIN LUSTIG PAUL RAND PAULA SCHER STEFAN SAGMEISTER BRADBURY THOMPSON MASSIMO VIGNELLI WOLFGANG WEINGART PIET ZWART

FEATURES

Eye on Design covers the world’s most exciting designers—and the issues they care about.

MADE VISUAL

Spring 2021

MADE VISUAL

Spring 2021

Eye on Design covers the world’s most exciting designers—and the issues they care about.

ISIS THINKING THINKING

Seventh lesson

Colors + Images

Armin HOFMANN El LISSITZKY Rebeca MENDEZ Alvin LUSTIG Paul RAND Stefan SAGMEISTER Bradbury THOMPSON Paula SCHER Massimo VIGNELLI Wolfgang WEINGART Piet ZWART

Saul BASS Michael BIERUT Lester BEALL Neville BRODY Josef BROCKMANN David CARSON Jacqueline CASEY Muriel COOPER Lou DORFSMAN April GREIMAN Shigeo FUKUDA

Eye on Design covers the world’s most exciting designers—and the issues they care about. eyeondesign.aiga.org

spring 2021

Seventh lesson

Colors + Images

Eye on Design covers the world’s most exciting designers the issues they care about.

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Published by eyeondesign.aiga.org

Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig

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Sketches / Process + Inspirations

Commentary The final chapter of this book consists of all my sketches, my inspirations and every other piece of work that I’ve done during those four months but couldn’t make it as the top five best layouts. Seeing all the content I’ve produced can hopefully help you understand the scale of the work I’ve done and also allow you to see how my process of creation developed. As I start by gathering inspirations to help me create many sketches, I would then refine the best into different designs and finally end up with finished layouts that differ from one another.

Process

This section of the book presents every final layouts I did in addition to the five best you just saw in each chapter. It was hard to decide which layouts to present, but also a great learning point of how to objectively criticize your work without being attached to it. Despite having to turn in 15 layouts for each of the lessons, I did more each time, to the point that I was forced to reduce the number of designs and try not to overflow Milka with tons of layouts !

Process

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Saul BASS L e s te r B E A L L M i c h a e l B IE R U T Neville BRODY Josef BROCKMANN David CARSON Jacqueline CASEY M u ri e l C O O P E R Lou DORFSMAN Shigeo FUKUDA A p ri l G R E IM A N A rm i n H O F M A N N E l L IS S IT Z K Y Rebeca MENDEZ A l v i n L U S T IG Paul RAND Paula SCHER S te fa n S A G M E IS T E R B ra d b u r y T H O M P S O N M a s s i m o V IG N E L L I Wo l fg a n g W E IN G A RT P i e t Z WA RT

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David Carson

Saul Bass _ Lester Beall _ Michael Bierut _ Neville Brody Josef Brockmann _ David Carson _ Jacqueline Casey Muriel Cooper _ Lou Dorfsman _ Shigeo Fukuda _ April Greiman Armin Hofmann _ El Lissitzky _ Rebeca Mendez _ Alvin Lustig Paul Rand _ Paula Scher _ Stefan Sagmeister _ Piet Zwart Bradbury Thompson _ Massimo Vignelli _ Wolfgang Weingart

Saul Bass _ Lester Beall _ Michael Bierut _ Neville Brody _ Josef Brockmann _ David Carson _ Jacqueline Casey

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April Greiman Eye on Design covers the world’s most exciting designers— and the issues they care about. Armin Hofmann

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Eye on Design covers the world’s most exciting designers— and the issues they care about.

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Armi n H of ma n n

spring 2021 volume 3 number 4

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Saul Bass Lester Beall Michael Bierut Neville Brody Josef Brockmann David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman number 4

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Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart

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Featur they es: care about. Saul Bass Lester Michae Beall l Bie rut Nevill e Bro Josef Brockm dy ann David Carso Jacque n line Casey Muriel Coop er Lou Dorfsm Shige an o Fuk uda April Greima Arm n in Ho fmann El Lis sitzky Rebec a Me ndez Alvin Lustig Paul Rand Paula Scher Stefan Sagm Bradb ury Tho eister mpson Massi mo Vig Wolfga nelli ng We ingart Piet Zwart

2021, Volum Publis e 3, hed by eye Number 4 ondesi gn.aig a.o

and the issues they care about.

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design is thinking made visual

Spring

Eye on Design covers the world’s most exciting designers—

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N.04

Lester Beall Michael Bierut Neville Brody Josef Brockmann David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig

Vol.3

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Eye on Design covers the world’s most exciting designers — and the issues they care about.

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April Greiman

Bradbury Thompson

Neville Brody

Armin Hofmann

Massimo Vignelli

Josef Brockmann

El Lissitzky

Wolfgang Weingart Piet Zwart

David Carson

Rebeca Mendez

Jacqueline Casey

Alvin Lustig

Muriel Cooper

Paul Rand

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Lou Dorfsman

Paula Scher

Lester Beall

Shigeo Fukuda

Stefan Sagmeister

Michael Bierut

April Greiman

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Neville Brody

Armin Hofmann

Massimo Vignelli

Josef Brockmann

El Lissitzky

Wolfgang Weingart

David Carson

Rebeca Mendez

Piet Zwart

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Alvin Lustig

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Eye on Design covers the world’s most exciting designers—and the issues they care about.

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vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 vol.3 N#4 N#4 N#4 N#4 N#4 N#4

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N#4

DESIGN

Eye on Design covers the world’s most exciting designers—and the issues they care about.

spring 2021

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Eye on Design covers the world’s most exciting designers—and the issues they care about.

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F E AT U R E S

Eye on Design covers the world’s most exciting designers—and the issues they care about.

Spring 2021

DESIGN IS THINKING MADE VISUAL

design is thinking made visual

Design is Thinking Made Visual

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N. 4

Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart

Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann El Lissitzky Rebeca Mendez

Lou Dorfsman

Lester Beall

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no4

Eye on Design covers the world’s most exciting designers—and the issues they care about.

F E AT U R E S Saul Bass

spring 2021 | number #4

Spring 2021

EL LISSITZKY REBECA MENDEZ ALVIN LUSTIG PAUL RAND PAULA SCHER STEFAN SAGMEISTER BRADBURY THOMPSON MASSIMO VIGNELLI WOLFGANG WEINGART PIET ZWART

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MADE VISUAL MADE VISUAL

Saul Bass, Lester Beall, Michael Bierut, Neville Brody Josef Brockmann, David Carson, Jacqueline Casey Muriel Cooper, Lou Dorfsman, Shigeo Fukuda, Piet Zwart April Greiman, Armin Hofmann, El Lissitky, Wolgang Weingart Rebecca Mendez, Alvin Lustig, Paul Rand, Paula Scher Stefan Sagmeister, Bradbury Thompson, Massimo Vignelli

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Eye on Design covers the world’s most exciting designers— and the issues they care about. Saul Bass Lester Beall Michael Bierut Neville Brody Josef Brockmann David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda April Greiman Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wolfgang Weingart Piet Zwart

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Ey e o de n D sig es ne ign rs co — v an ers d th the e iss wo ue rld s ’s th m ey os ca t e re xc ab itin ou g t.

Spring 2021

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THINKING THINKING THINKING THINKING

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Eye on Design covers the world’s most exciting designers—and the issues they care about.

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NEVILLE BRODY SAUL BASS JOSEF BROCKMANN CARSON LESTERDAVID BEALL JACQUELINE CASEY COOPER MICHAELMURIEL BIERUT LOU DORFSMAN NEVILLE SHIGEO BRODY FUKUDA APRIL GREIMAN JOSEF BROCKMANN ARMIN HOFMANN EL LISSITZKY DAVID CARSON REBECA MENDEZ JACQUELINE CASEY ALVIN LUSTIG PAUL RAND MURIEL COOPER PAULA SCHER STEFAN SAGMEISTER LOU BRADBURY DORFSMAN THOMPSON VIGNELLI SHIGEOMASSIMO FUKUDA WOLFGANG WEINGART APRIL GREIMAN PIET ZWART Vol. 3 / Number 4 ARMIN HOFMANN published by eyeondesign.aiga.org EL LISSITZKY REBECA MENDEZ ALVIN LUSTIG PAUL RAND PAULA SCHER STEFAN SAGMEISTER BRADBURY THOMPSON MASSIMO VIGNELLI WOLFGANG WEINGART PIET ZWART

Spring 2021

FEATURES

Eye on Design covers the world’s most exciting

design is thinking made visual

Saul Bass Lester Beall Michael Bierut Neville Brody Josef Brockmann David Carson

MADE VISUAL MADE VISUAL

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volume 3

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Eye on Design covers the world’s most exciting designers—and the issues they care about.

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Eye on Design covers the world’s most exciting designers—and the issues they care about.

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Eye on Design covers the world’s most exciting designers—and the issues they care about.

Vol. 3 / Number 4 published by eyeondesign.aiga.org

Spring 2021

THINKING

FEATURES

MADE VISUAL DESIGN

Eye on Design covers the world’s most exciting designers—and the issues they care about.

MADE VISUAL

Published by eyeondesign.aiga.org

ISIS THINKING THINKING

VISUAL

Spring 2021

2021

vol.3 / number 4

Eye on Design covers the world’s most exciting designers—and the

S S DE N G EI L I AD A M ISU

F E A T U R E S

DESIGN IS DESIGN IS DESIGN IS DESIGN IS DESIGN IS DESIGN IS

Saul Bass Lester Beall Michael Bierut N e v i l l e B ro d y J o s e f B ro c k m a n n David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda A p r i l G re i m a n Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wo l f g a n g We i n g a r t Piet Zwart

spring

Paul Rand _ Paula Scher _ Stefan Sagmeister _ Bradbury Thompson _ Massimo Vignelli _ Wolfgang Weingart _ Piet Zwart

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Design is Thinking Made Visual

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FEATURES Saul Bass Lester Beall Michael Bierut N e v i l l e B ro d y J o s e f B ro c k m a n n David Carson Jacqueline Casey Muriel Cooper Lou Dorfsman Shigeo Fukuda A p r i l G re i m a n Armin Hofmann El Lissitzky Rebeca Mendez Alvin Lustig Paul Rand Paula Scher Stefan Sagmeister Bradbury Thompson Massimo Vignelli Wo l f g a n g We i n g a r t Piet Zwart

Inspirations

This last section of the book presents a part of the designs I’ve used to inspire me for my work. You’ll see work from master designers such as Massimo Vignelli, Michael Bierut, Philippe Apeloig, Odermatt & Tissi and many more. All of these designs are just a small part of what inspired me as I also draw a lot of inspiration from many places and things around me. I’m also very interested in many different artforms which is also a big source of inspiration for me. So, I’ll end up by thanking all of these great designers, artists and people that inspired me and still do every single day.

Process

125

Sketches + Inspirations

Merci.