Portfolio Locotipos: design and advertising

What’s Locotipos?

Locotipos: design and advertising Locotipos is a design studio and advertising, led by five young professionals in advertising and design, ready for anything, a young company, working with new and original ideas that do not think the temptation of standard design.

The main feature of Locotipos is madness, which is treatable.

Our medicine are the challenges, which must be daily dose, and doctors are customers with bold proposals, open to any creative alternative.

Corporate identity Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how a firm views itself, how it wishes to be viewed by others, and how others recognize and remember it. Unlike corporate image (which is ‘in there’ changeable mental impression), corporate identity is ‘out there’ sensory-experience conveyed by things such as buildings, décor, logo, name, slogan, stationery, uniforms, and is largely unaffected by its financial performance and ups and downs in its fortunes. Corporate identity is either strong or weak (not positive, negative, or neutral like a corporate image) and is more or less permanent unless changed deliberately.

The identity (conveyed by its name and multicolored bitten-off-apple logo) of Apple computer, for example, as an innovative and pathbreaking firm has survived almost intact over about 30 years. But its image as a successful business has dimmed and brightened several times during the same period.

The Nail Ar t Experience

Cover art Cover art is the illustration or photograph on the outside of a published product such as a book (often on a dust jacket), magazine, comic book, video game (“box art�), DVD, CD, videotape, or music album. The art has a primarily commercial function, i.e. to promote the product it is displayed on, but can have also have an aesthetic function, and may be artistically connected to the product, such as with art by the creator of the product.

Digital editing In digital editing, photographs are usually taken with a digital camera and input directly into a computer. Transparencies, negatives or printed photographs may also be digitized using a scanner, or images may be obtained from stock photography databases. With the advent of computers, graphics tablets, and digital cameras, the term image editing encompasses everything that can be done to a photo, whether in a darkroom or on a computer. Photo manipulation is often much more explicit than subtle alterations to color balance or contrast and may involve overlaying a head onto a different body or changing a sign’s text, for example. Image editing software can be used to apply effects and warp an image until the desired result is achieved. The resulting image may have little or no resemblance to the photo (or photos in the case of compositing) from which it originated. Today, photo manipulation is widely accepted as an art-form.

There are several subtypes of digital imageretouching: Technical retouching Manipulation for photo restoration or enhancement (adjusting colors / contrast / white balance (i.e. gradational retouching), sharpness, removing elements or visible flaws on skin or materials, ...)

Creative retouching Used as an art form or for commercial use to create more sleek and interesting creative images for advertisements. Creative retouching could be manipulation for fashion, beauty or advertising photography such as pack-shots (which could also be considered inherently technical retouching in regards to package dimensions and wrap-around factors) One of the most prominent disciplines in creative retouching is image-compositing. Here, the digital artist uses multiple photos to create a single composited image. Today, 3D elements are used more and more to add extra elements or even locations and backgrounds. This kind of image composition is widely used when conventional photography would be technically too difficult or impossible to shoot on location or in studio.

Editorial design Editorial design is the branch of graphic design specializing in layout and composition of various publications such as books, magazines or newspapers.

Including the completion of the interior and exterior graphic texts, always bearing in mind aesthetic axis linked to the concept that defines each publication and considering the conditions and receipt printing.

The editorial design professionals seek above all things to achieve a harmonious unity between text, image and layout.

Since the contemporary world a huge amount of visual stimuli, editorial design is critical for the potential reader of a publication to become a real buyer.

Pay special attention around the exterior design of the publication, be it a book, magazine or newspaper, because the lid, cover, snaps, belt, jacket, spine and title are crucial to a person decide whether or not a publication. While the content is critical, success in the publishing market is highly dependent on the external design of a publication, as this can make it stand out over other texts.

It is proven that people decide to buy a book or other publication by what they read in the paratext (cover, back cover and flaps) especially when they know not the author or title of a work.

Of course, the interior design is also of great importance, since the choice of layout, typography and organization of the images depends on the reading of the text. Good editorial design is to achieve consistency between the visual and communicative interior, exterior and contents of a publication.

Flyer (pamphlet) A flyer (also spelled flier or called a circular, handbill or leaflet) is a single-page leaflet advertising a nightclub, event, service, or other activity. Flyers are typically used by individuals or businesses to promote their products or services. They are a form of mass marketing or small scale, community communication. The verb “flyering” or “fliering” has evolved as a colloquial expression meaning “to put up flyers”.

Flyers, along with postcards, pamphlets and small posters, are forms of communication for people who want to engage the public but do not have the money or desire to advertise over the internet, in telephone directories, or classified or display advertising in newspapers or other periodicals. As marketing became more direct in the late 1980s and 1990s, flyers evolved and currently there are many formats to be found.

Illustration We understand illustration, in general terms, any work drawn with watercolor, India ink pen, oil or airbrush (and virtually any other artistic technique), with characteristics similar or equal to the poster and comic. The influence of the poster is clear: the two are destined to world output and consumption.

The illustration shows striking to the viewer to buy such a comic or a book simply by its cover. In the illustration and poster forms shown in a wonderfully exaggerated, bordering on fantasy, the image is usually generously colored, bright, and contains an iconic message prepared for immediate perception of the message, a message that should be shocking, to draw the viewer’s attention. With a harmoniously ordered composition for the different elements of drawing will lead to a quick and accurate reading of the work.

Posters Many define the advertising poster as a common means of communication (usually mass), others say it is a tool used specifically for pure and advertise products and services, while other reviews say it is a means to convey thoughts and ideas. All these definitions are correct but incomplete in some way, the billboard has as attributes a bit of every previous definition: but its main purpose is to communicate, no matter which end, the poster communicates. The design of a billboard is one of the most appealing challenges for any graphic designer as they are made to draw the attention of individuals while they are moving either within a group, walking or running. This is why the great objective of graphic designers to make one is to capture the attention of the passerby to notice the sign and catch your message.

Typography The aim of all graphical layout convey a particular message. To do this, the designer uses two main tools: the images and texts.

The images provide an important visual aspect to the whole composition. These are capable of transmitting a message for themselves properly.

However, the means of transmitting ideas par excellence is the written word. The essence of good graphic design is to communicate ideas through the written word, often combined with drawings or photographs.

In addition to its significant component, each letter of a word is itself a graphic element that brings wealth and beauty to the final composition.

This is why the visual aspect of each of the letters in the text of a graphic composition is very important.

This approach follows that the graphic designer must use the lyrics in a composition to communicate ideas both to configure the look of it, it still needed to get to know the different types available and their properties, which are grouped into knowledge science or art of typography.

The term typeface is used to refer to the study, design and classification of types (letters) and sources (families with common letters), and the character design unified by consistent visual properties.