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Visual Communications Design Department of Art & Design School of Visual & Performing Arts Purdue University West Lafayette, IN A publication of the School of Visual & Performing Arts All content is copyright in the name of Lindsay Boivin, November, 2014
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It is with my deepest gratitude and warmed affection that I dedicate this book to my wonderful family who have been a constant source of motivation, inspiration, and comfort.
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TA B L E O F
CONTENTS P. 6
INTRODUCTION
P. 9
PRELIMINARY DIRECTION
P. 1 9
CONCISE DIRECTION
p . 3 1
THE WRONG DIRECTION
p . 3 7
THE RIGHT DIRECTION
p . 4 3
COMPETING DIRECTIONS
p . 5 1
THE FINAL DIRECTION
p . 5 5
JUSTIFIED DIRECTION
p . 5 9
ACKNOWLEDGMENTS
p . 6 0
COLOPHON
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“TOO MANY PEOPLE SPEND TOO MUCH TIME TRYING TO PERFECT SOMETHING B E F O R E T H E Y A C T U A L LY D O I T. ” This book follows this wonderful quote stated above as it reflects upon creative direction. The distinguished problem solved was to combine two assigned letterforms into a unique letterform. Approaching this problem, I received the letters “M” and “J” which I believed to be very challenging letters. I developed numerous sketches and ideas that were continuously being changed. I approached different directions within my progress. The endeavor to create the perfect letterform was at its highest point, as design was carefully constructed.Which direction do I take?
“ I N S T E A D O F WA I T I N G FOR PERFECTION, R U N W I T H W H AT Y O U ’ V E G O T AND FIX IT AS YOU GO.” PA U L A R D E N
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This problem was difficult, but after approaching a solution, I learned to follow a positive direction, create an entirely new letterform, expand my knowledge of typefaces, and see design processes differently. I trained my eyes to look for new forms through the interrelationship of letterforms in a different light than what I viewed before the start of this project. I approached this project by taking different routes in order to succeed in my final direction. As this book progresses, the direction of an unlikely pair is created. I took pauses in the road in order to rethink my directions, as each section is divided within my progression. The breaks in the road allow myself to breathe and advance onto another direction. Through ups and downs, rights and wrongs, the final direction is approached. Two straightforward letterforms combine into one unique letterform design. I strived for perfection from the beginning of this project, but realized only fixing my ideas as time progressed was essential for my final product. Problem solving was challenging within this project and in the end, I succeeded in a final solution. The right direction is closer than I thought.
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PRELIMINARY
DIRECTION Time to start my route. Being comfortable with using hand-drawn sketches, this stage of development was fairly enjoyable. However, it was difficult for me to visualize each specific typeface and transfer that mental idea to paper. Again, I wanted a perfect combined letterform design right from the beginning. I was uninterested in producing a continuous direction within my sketches when I wanted to have a clear idea immediately. As time progressed, I was impatient with the process and myself. Sketch after sketch, letter after letter. How could I possibly arrive at my destination? Patience. I had to take my first step towards my goal, and these sketches aided in my journey for the right direction. Advancing on, each sketch development is viewed from left to right throughout the spread.
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CONCISE
DIRECTION After my preliminary direction of hand drawn sketches, I wanted to take a different route in order to enhance my designs. With the help of my computer, I had created a concise direction by refining my previous ideas. Each design is taking on different route by having each combined letterform produce different results. Various directions are produced from computer refinement which bring me even closer to my final creation. The “M” and the “J” develop through time and form in a variety of directions. Repetition presented guidance within my designs and led me to expand my knowledge of a clear direction. Advancing on, progression between my two letters are visualized.
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J
J J MM j mm 22
j
j
J J MM 23
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mm J M
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J J
J 26
J
J
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J
mJ mJ m mJ
J
J 28
mj m J J m
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J m J
J J M m 31
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THE WRONG
DIRECTION While continuing my sketches, both hand-sketched and computer-refined, I ran into some bumps in the road. These designs led me in the wrong direction, away from the primary route of my final design. These routes are confusing and generate different paths within my knowledge of understanding which route is the correct route. I began to explore with curves and the tittle within the “J”, as the “M” remained stationary. Over time, I realized the “M” to be very dominant while the “J” moved in different directions. These designs are my weakest due to the fact that they are either too logical or too distracting. However, with these unwanted routes, they opened up realization to search for a better final solution. In return, I found which direction provided more visual entity after steering away from the wrong direction.
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j m mJ m 37
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THE RIGHT
DIRECTION Ah, finally getting somewhere. I’m getting increasingly closer to my final creation. These designs led me in the right direction towards my goal of accomplishing my final route. I have created designs that provide a positive insight towards a successful letterform function. I steer away from using the tittle in the “J”, as the function of the “J” is still visible without the tittle. I also began to focus on placement of both letterforms, and felt the connect between the “M” and the “J” in this route more exhilarating than previous routes. I take away parts of the formations while focusing on the overall composition. From all the bumps and wrong directions, I am headed on a clear road. Weeks have passed and I’m heading where I need to be. My goal is near and I’m on the right path.
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J 41
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J 43
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COMPETING
DIRECTIONS So many different routes, how could I possibly find my final direction? The end is near, I can visualize it. My route has split into three possible paths to my final design. My top three designs have progressed down their own road, eventually evolving into a unique letter form. Each letterform provides a strong path to success and seeks unique value from the rest of my previous directions. From the beginning of my route until now, I have become more advanced in my decision-making for the final direction. Advancing on, the accomplished letterform is shown on the left with its progression on the right. Which direction will I choose?
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J
J m
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THE FINAL
DIRECTION I’ve made it. I have found my final direction to a successful letterform. Weeks have progressed to get me to this point. From all the wrong directions, the right directions, and even the preliminary directions, I have achieved my goal in successfully creating a unique letterform. Did it succeed in its competition? I absolutely believe so. This design had me pulled down different paths, but I ultimately found the final route to a successful creation. This is the end to my letterfom design, but not the end of my journey as a graphic designer. Advancing on, my final design is explained and my selection is displayed.
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My problem was to create two unique letterforms that were combined effortlessly. I found that the best solution towards my final direction was to approach a unique road. By using Garamond in a lowercase, roman typeface for the “M” and a capital, bold Helvetica “J”, I was able to take the route less traveled by. However, that direction was shown to be the best towards success. Equally displaying each letterform, I created a new design from two different, yet exciting, typefaces and letters. I believe this route is the strongest route because my design focuses on the curves of the lowercase “M”, a letter usually pertained to be so stationary, while embellishing itself within a stationary “J”, that is usually pertained to be curved. This design flows while creating unique visual entity.
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JUSTIFIED
DIRECTION Now, finding my final direction wasn’t easy. I took different steps which aided in the guidance for the right route. Using Helvetica and Garamond as my primary typefaces, I was able to take little steps in order to progress in my final path. These steps were taken in order to succeed in my final direction. Overall, this design provides interest to the viewer by adding implied functions to the overall design. This letterform has certain pieces taken away from the design to excentuate the curve of both the lowercase “M” and capital “J”. Advancing on, each progression is visualized from the left-hand side of the page, reading in a downward direction, and then repeated on the right-hand side. The next page is also visualized in that format in order to pertain how my final direction is accomplished. I finally made it.
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H E LV E T I C A
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GARAMOND
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“IT’S NOT WHERE YOU TA K E T H I N G S F R O M - I T ’ S W H E R E Y O U TA K E T H E M T O ” JIM JARMUSCH
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ACKNOWLEDGMENTS Dennis Ichiyama Professor, Purdue University Wendy Olmstead Visiting Faculty, Purdue University Adrienne Morin Mother, Chicago, Illinois Purdue VCD Class ‘16 Graphic Designers, Purdue University Scot Benham Haywood Printing Co. Inc., Lafayette K Lynia Coates Xerox Services, West Lafayette Cathy Aper Xerox Services, West Lafayette
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COLOPHON: Paper: Cougar 80# cover and 70# text Type: Futura 10, 12, 18, 19, 27 pts Binding: Perfect Bound Printing:
Xerox Services West Lafayette, Indiana
Bindery: Haywood Printing Co. Inc. Lafayette, Indiana
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Printer:
Xerox IGen4 Diamond Edition
Edition:
Limited
IN IV BO LI BO N D UT SA Y
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I’m directionally challeneged, can’t you tell? This design had me pulled in every which way resulting in my final destination. Challenging? Yes. Impacting? Absolutely. However, this book aids in my route towards my future. Focusing on the successful paths of life, I have developed into a strong graphic designer. First stop: Visual Communications Design at Purdue University. Next stop: The Windy City of Chicago. Let’s see which direction I choose to follow towards becoming a successful designer.
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