GRAPHIC ILLUSTRATOR
MARIELLA CORNELIA WEPPERT BA Fashion marketing & communication, Level 5, 2013-2014 MIED 511, Communication Techniques & Strategy Graphic Languages CWK4 Teacher Mauricio C. O’Brien
BRANDS IN FULL BLOOM Daryl Feril
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INDEX
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INTRODUCTION
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STUDY CASE PORTFOLIO
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GRAPHIC LANGUAGE
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COMPETITION
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BIBLIOGRAPHY
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PROJECT’S CD
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To begin with, I would like to introduce my
Graphic presentation changes everything even
choice of subject, which interestingly is not
with simple changes as in the previous exam-
a thing but a person. The special thing about
ples. So, back to the subject of this project, I
this person however is, that he is an indepen-
chose the fashion illustrator Daryl Feril. What
dent designer, artist and most importantly and
he does, which we will go more into depth
what is most interesting for this project, he is
throughout this project, is basically flourish-
an illustrator. Why did I pick him you are prob-
ing a brand by the use of his magnificent il-
ably wondering? Well, it is simple, graphics are
lustrations. Only for a quick sneak peak I have
incredible influencers, graphics can change an
placed on the right one of his pieces I actually
entire meaning to the word it’s representing,
had as phone wallpaper for years before I even
how? Think about a logo you know, now pic-
knew this artist. To get an idea of his style, as
ture it in black a little bit smudged here and
we can see he clearly loves the use of visible
there and the corners of each letter dripping
outlines, like a child when they draw and leave
off the baseline. Now there’s this image of a
immensely thick outlines. He’s also in gener-
dirty brand in your head, however change the
ally speaking an artist that prefers the use of a
color to bright green, swap the dripping to an
small color palette and sticks to only a few but
upper explosion of drops and turn the smudg-
that work well with each other. Also in general,
es into different green tones, doesn’t this give
he’s one of those that usually fills the entire
the logo a natural feel, and doesn’t that make
page with graphics and leaves no air, white
you think the brand is probably eco friendly
background nor many blank spaces. He fills
or something of the kind? There we have it!
the page with his ideas, creations and design
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and this is something I find inspiring, as it is more that he has unlimited amount of ideas. What also made me choose him is simply that long before I was interested in fashion and the world of design, colors and illustrations, I had randomly seen one of his images that he did for the luxury brand Chanel. I loved it so much, I still have it on my mobile phone today, his designs are elegant, classy, incredibly feminine and even though there’s always thick outlines, I find his pieces unbelievable delicate.
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STUDY CASE PORTFOLIO After having visited many sites that mostly focus
What we can also find oout through the blog-
on his visual creations rather than him himself, ger Ovsyannykov is, that Feril‘s style is comI found a detailed description about him on his
posed of many different ones such as, hand
actual webpage which is www.darylferil.com, drawn sketches, fauna sketches, even waterin the about section he lists the brands he has
colors, but mostly digital technique such as
worked for which impressingly are such as Walt
Adobe Illustrator. These are aspects to his
Disney and the LVMH Group. As we will see
creations, that are quite visible recognizable.
in many of his creations, he always stays loyal to his style which represents him as an illustra-
Daryl Feril’s so far largest success has been
tor. No matter what brand or company or firm
working with the LVMH Group, the idea be-
he works for, the way he works and the style he
hind this huge project is to represent these
uses is always very similar, consitent and recog-
luxury brands with a new flair to it (Chicque-
nizable. Daryl Feril is a freelancer based in the
ro, 2012). The materials used in these cre-
Phillippines, he has obtained his BA in Fine
ations are watercolor and graphite.
Arts in major of Advertising Arts at an art school
It is also visually clear, that
in Bacolod City. (Ovsyannykov, 2013)
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he further-
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ages, experiments pography,
on as, e d i t -
ly
and
nature, anything
with
fashion blooming
he
also
with
ty-
subjects and (Cuded,
such
general2013).
pieces
His project, Brands in Full Bloom is one I am
with the digital use of
most interested in, as the way he represents
the program Adobe Pho-
these brands in his own style portrays his skills
ed
these
toshop. I find it inspiring how he combines the technological use of illustrations with the traditional sketching techniques and the use of watercolor and
in being able to transfer the his style but also keep the brands consistent image alive in order for the viewer to be affected by both
makes all these medias work well with another. aspects, his style Feril
communicates
brand
identity
with
a different, creative and with visual tools
and
brand
i m a g e.
that add a certain spark to the traditional
way
Daryl
brand
Feril
represents
focuses
not
their only
image.
on
illstrations such as those shown in the so far placed i
m
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STUDY CASE PORTFOLIO A few ways to support what I just said of il uses this aspect of the brands identihow he maganges to insert his style into fication code to represent it in his style. a
brands
logo
without
interrupting
the Secondly, we have Alexander McQueen on the
brand image are shown and explained with left of the right page, in which Feril sticks to the the
following
images
and
explanations. dark essence of the brand with the use of the red
On the left below we can see his version of and black and thus conveying a sense of romanChanel. Chanel is known for its black and white
tic darkness that McQueen always shos in all of
that Karl Lagerfeld loves so much and also that
his seasonal fashion collections. We can see, how
Gabrielle Chanel brand
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with.
chose to identify her he here uses a much larger difference in colCleverly,
Daryl
Fer- ors, than with Dior and Louis Vuitton’s version
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for instance. Furtheron we can see the Ives
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out disrupting the actual meaning of the obcejt
Saint Laurent version in which he uses the fem- presented in his piece. Now we are all aware of inine, sophisticated and elegant style to por- Daryl Feril, who he is, how he works and mosttray their image. Here also the use of pattern ly the way he works, meaning exactly what it is is much more flowing, not so interupted and that makes him an illustrator to not overlook. spread out, it is more calculated and thus more This is why I chose him, his portfolio, his mind, his calm in order to adapt it to YSL. (Weste, 2012) style, his way of interpreting an object or image
What I mean to show by these examples, is is special in its own way. He doesn’t simply make a the way Daryl Feril works, the way he itner- an illustration out of something, he puts meanprets a style and converts it into his own with- ing behind it. He speaks through his graphics.
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GRAPHIC LANGUAGE
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Looking at this image above, those who are
logo shows us who they are and then the
interested in the fashion world, know who
way it is presented however is a commun-
Alexander McQueen is by reading the two
ciation that is mainly influenced by us. An
names presented, for those who know a lit-
example would be this, depending on how
tle about Alexander McQueen will already
much we have heard from this brand or how
recognize the logo and know it is Alexan-
much interest we have in them lets us either
der McQueen without having to read it, and
only recognize the brand by the full logo or
lastly for those who are customers or fans of
even simply by one of its logo characteris-
this brand will even see, that the red swung
tics. Here we have proven that the language
line above the white logo, is in fact the Q’s
that communciates between the viewer and
tail. Now here we have three different ways
the sender is dependant on what the sender
in which the name, logo or even logo detail
sends (in this case Daryl Feril) and what the
can communicate with the viewer and tell
viewer knows about the message being sent
them who the brand is. It is a language, the
(the person seeing the Alexander McQueen
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logo). But, a factor that mainly the sender
drasitcally, just as I mentioned in the intro-
provides the viewer with is the language used
duction with any logo on our mind then
by graphics. The way Feril communciates
dependending on its graphics would mean
his message through the use of his graphic
different things to us. Well, this is exactly
language. In this case, thinking of Chanel’s
what Daryl Feril focuses on in his Brands
piece to be in red and black would be an
in Full Bloom series. He not only creates
empty meaning, as for us who know the sto-
wonderful masterpieces with his style and
ry of these brands, it would not trigger any
use of materials, he adapts his graphics to
message inside our heads. However, having
create a consistent message for the brand.
Chanel in black and white seems right in our
The idea behind these pieces were to add
minds and then seeing McQueen in black
a new feminine mood to the brand but yet
and red we know that the use of colors is in-
conserve the level of sophistication, that
tentionally done to stick to the brands image.
each brands comes with. (Chicquero, 2012)
Graphic languages can influence a message
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GRAPHIC LANGUAGE
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Here in Cartier’s version, it is also strongly
ple I can show you here, is the flower in the
seen how Daryl Feril uses the most known
bottom left square, the flower that has the ef-
characteristics of the brand to represent it
fect of a leopard print on the first view. That
in his own style. An incredibly good exam-
is an incredible detail he used in order to
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portray Cartier in his own style. Apart from
istics and in the way the brand show themselves.
this we also have to mention the use of colors,
Another factor to this piece, is that brand is a
Cartier is a brand that images strength, wealth
jewellery brand, therefore in addition to the
and especially historical presence, these are
red representing strength and power it also im-
three strong characteristics to the brand that
ages a romantic flare along with it, the typical
Feril achieves to reproduce in his illustration.
image of a couple that just gave eachother their
What he also does is vary the different flowers
valentines presents and the women receives a
he sketches according to the brand he sketch-
red box of chocolates and a piece of jewellery.
es them for. As mentioned above, for YSL the
Apart from what it actually is that the illustrator
flowers flow more, they are not so messy and
is reproducing in his creations, one must also
all over the place as for Prada for instance, here
focus on the typical use of dark outlines, he al-
in Cartier they even represent certain aspect
ways shows dark outlines, which is something
of the brand itself (the leopard icon) and also
typical for illsutrations, as the color can not eas-
manages to somehow make me visualize one of
ily float around by itself without being limited
Cartier’s advertismenets through these flowers
by a darker outline. Farel is one that we can rely
as they move and swirl in the way Cartier does.
on to always use this darker outline, however
Feril construcst an A4 of natural elements in
it gives a more sketchy and natural touch to
colors that remind us of the brand’s character-
the way he represents such a luxurious brand.
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GRAPHIC LANGUAGE
ANALYZING
USING THE
FOUR
F’S
Keeping the Cartier version of Daryl Feril in mind like using the centre of the page as the focus, we are now going to apply the four F’s in order to it takes away the natural feel to the composianalyze more in depth and with more thoughts to tion. However, in my situation, I never fill the it, lets think about it as a communciating article. entire page with my drawing, I focus on one drawing and place it somewhere around the
FORMAT
The format and composition Farel uses in
centre to not make it so symmetrical, the only thing found around the actual drawing will be
generally all of his pieces but especially in these a simple background color. This is what Farel of the Brands in Full Bloom collections is, that he
does differently, he always fills the page with
focuses on the centre. The centre to him is his swirly, flourishing and creative designs, patwhere the eye must look, the surroundings terns and ideas and he can therefore place the are always less important and less clear than actual item, in this case the brand logo, in the the centre. This makes the eye first look at the centre of the page. The centre of the page is the clear centre focus and then wander around to focus, but everything around it is so distractthe flourishing designs he applied. This is a ing for the eye that one can never stay focused perfect use of format in this colelction, as the
only on the centre, this is why Farel doesn
focus hence lies upon the brand and then on
not need to worry about focusing too much
his designs and style. Many artists, including on the centre, he has enough to show the eye me and speaking from own experience, do not and make it wander around the entire page.
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What
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FORMULA is
our
content? What
E
shows us how he sets his focus and with are
the
messages? How does he show us these? He tells us about brands, and he shows us a way to image them other than by their products, he provides us with visual graphics, that we can then according to our previous knowledge interpret, recognize and understand. He uses a method of communicating the brand that can only be fully understood as long as the viewer has had enough previous knowledge on the certain brand. For example, the plant that represents the leopard print for Cartier,
what and what is the composition and what did he choose this composition for? We have seen enough examples to know exaclty, that his style has nothing to do with alot of breathing between objects, margins or spaces. He fills the pages with his creations and that is his focus, the designs he applies on the entire page. Some of his creations however are on a white background, here we can see some negative space. However this still focuses on the centre of the page and does not leave a vast amount of negative space around the object.
we can only know this, if we know that Cartier’s iconic animal is the Leopard. If we don’t know this, then we cannot understand his fully intended meaning behind the illustration.
As
FRAME we have slightly picked up on in the
Formula part of the analysis , the frame
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Here
FUNCTION we are going to focus on his in-
exactly those aspects that were the intention of the entire collection. He adds a nat-
tentions, his aims of communcation. We ural effect, a more femenine detail to it and know, that this collection was for the LVMH however still holds onto the brands iconGroup, in order to set a new natural, fe-
ic characteristics I just mentioned before.
menine and eventhough sophisticated touch Farel’s intention in these pieces is to add a to all the historically present, strong brands. new flare to the historically present brands, to Lets pick a new piece of his collection, this time
the logos we have known for ages and had in
it is Burberry, without looking at the image yet, our minds just liek that for a long while, now Burberry makes me think of the checkered pat-
have a new touch to them. Maybe the next time
tern inside the Trench coats, and there’s anoth-
a see a Burberry shop or advertisement I will
er one, the trench coat. All of these in my head think of the flourishing image in my head of the are beige colors, the typical materials Burberry logo, this can also affect buying behaviour but uses in addition to the colors of their iconic pat-
this would go too much into marketing func-
tern. Now looking at the image of Daryl Feril tions. The graphic function is what he wants isn’t this exactly what he managed to tell us too? us to see in our minds through our own eyes Hm, almost! Farel uses these iconic charac-
with our previous knowledge and even in the
teristics of Burberry BUT he refreshes it with future with this image as previous knowledge.
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COMPETITION
Judit van den Hoeck During the following pages I will introduce a few
paint the entire picture, as she does not provide
illustrators that follow the same kind of style as the full content of illustrated object. Just as FerFeril’s. These artists also use similar techniques il uses the brands identity to reflect the brand to achieve the effects of a sketchy fashion illus- image in our minds, Hoeck also uses our knowltration. The first illustrator that reaches Daryl edge to provide an object in our mind. However, Feril’s standards is Judit van den Hoeck (Hoek, the knowledge needed for her presented object 2015), she also works for a few fashion brands is based on our knowledge taught to us rather such as Burberry, Schwarzkopf and Net-a-Por- than knowledge based on certain brands and ter for instance. What she does, is that she plays their characteristics. The image below is a great with communication in order to let us viewers
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example, the empty space that covers the wom-
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an’s upper body and face is in our minds very not use the full page and focuses much more clear to be a dress or large t-shirt, even though
on negative space that seems to loosen up the
there is not much information there, we know effect of the thin lines objects. The following this due to previous knowledge. The image on
images will show her use of natural elements to
the right is similar to the Cartier example with
create a fashion illustration based on our pre-
Feril, they use recognition based on knowledge vious knowledge. Her use in natural elements however Hoeck uses different methods in terms however is directly related to the actual fashof presentation. She bases her pieces on a cen- ion garment, the natural element represents the ter focus just like Daryl Feril however she does garment.
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COMPETITION
Ella Tjader
Ella Tjader has worked as illustrator for big brands such as Victoria’s Secret and the spanish underwear brand La Perla (Tjader, 2015). The reason she is a competitor to Feril, is the way she uses natural elements and also fills her entire space with such. However what she does is, mix natural elements around an actual phtograph. Other than Feril, she does not focus so much on the center, she plays around with the sides of the page and adds her illustrations around the focused object in the image. Another characteristic about her illustrations is, that they are much more abstract and her colors generally focus on pastel colors rather than strong contrasting colors that Feril uses in some of his pieces. In the following images we can see how she also a fan of black outlines.
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Tianyin Wang Tianyin Wang is incredibly relevant in terms of style, as he uses the same techniques and represents very similar lines and strokes that Feril also creates (Wang, 2015). Wang however is again, an artist that does not tend to fill and entire page and leaves a lot of negative spaces in his pieces but he does play with the borders of the page and uses these to combine with the actual focused object, interestingly he does but does not fill the entire page. Wang plays with asymmetrical forms, he utilizes these less decoration in the background and more to present his actual intended object. Feril uses forms, shapes and patterns to fill his background rather than using them to create the focuses object. I have chosen to present more than three of his creations, as he uses his ideas so differently in every single piece and still manages to stay consistent in his style, as Feril.
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Brands
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Bloom
As a quick conclusion after seeing some of the more on extended a brands’s photograph with illustrators out there that are on the same lev- detailed illustrated decorations, rather than el of success and are somehow similar one to blooming the image with their illustrations. Or the other, we must identify what Feril does to they simply use their illustrations to represent be successful. What we have seen in these com- the object, none of them focus on the actualy petitiors, is a little of everything, characteristics brand and let the illustrations make the brand that mostly included in Feril’s works but are also bloom. What Feril does differently is, that he different to his works. Focusing on Brands in eventhough his illustrations fill the entire page, Full Bloom we must say, that Daryl Feril makes they still lie in the background and thus drive incredibly good use of the space he is provided the focus on the brand’s logo. His illustration with, he plays with the existing information and add the desired flair to the piece, they however makes it bloom through his illustrations. He do not create the piece, they simply add feeling adds this certain natural feel to them without and meaning. He plays with our knowledge of making the brands seem eco friendly or some- these brands and adjusts his creations to such, thing of the kind. The other illustrators focus to make us recognize what we see.
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DARYL FERIL
DARYL FERIL
FINAL THOUGHTS
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DARYL FERIL
DARYL FERIL
Daryl Feril we have now learnt about, makes it clear to us, that any illustration can be adjusted to a certain focused object in the image to trigger certain facts in our minds or simply bloom the idea of something in our minds. For the sake of having worked for a company as known, successful and large as LVMH Group, it is clear that this illustrator is doing something right. This certain something is, that he doesn’t change the actual focused object, which in this case is the brand logo of eachof the pieces created. He then however uses these characteristics of the brand logo and the brand itself to further on boost the recognition level of the brand by his illustrated blooming recreations. I chose this illustrator, as in my mind, he does what the definition of graphic languages is. He speaks with his graphics, he creates images in our minds with his graphics and he has made himself an our graphic language with his illustrations. I also found that no other artist manages to influence the graphics method as much as he does. He does it simple but alters the objects meaning quite a bit. He is a strong communicator, successful, known and creative in his own personal way. He inspires me, as I know it must be hard to recreate brand’s identity without interrupting the brand’s consistency nor image, and he did it for every single LVMH Group company and managed to present each one of them in their own way with his style. In the end I chose this collection: Brands in Full Bloom, as it has to do with fashion and he twisted the way of looking at these fashion brands in his own way. He not only presents a creation, he communicates with it and this is why I thought this series of his was most relevant to analyze and go more into depth with. This artist has the skill to reproduce a brand’s logo without altering it, giving it a new bloom by using its most strong characteristics is what Daryl Feril managed to do amazingly in this collection.
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BIBLIOGRAPHY Chicquero. (2012, July 13). Chiquero. Retrieved January 10, 2015, from Designer Brands Illustrations: http://chicquero.com/2012/07/13/designer-brands-illustrations/
Cuded. (2013, May 17). Cuded. Retrieved January 10, 2015, from Illustrations by Daryl Feril: http:// www.cuded.com/2013/05/illustrations-by-daryl-feril/
Hoek, J. V. (2015). Judith Van Den Hoek. Retrieved January 13, 2015, from Illustrationweb: http:// www.illustrationweb.com/artists/JudithVanDenHoek/view
Ovsyannykov, I. (2013, June 03). Inspiration Feed. Retrieved January 10, 2015, from Brands in Full Bloom by Daryl Feril: http://inspirationfeed.com/inspiration/illustrations/brands-in-full-bloomby-daryl-feril/
Tjader, E. (2015). Ella Tjader . Retrieved January 14, 2015, from Illustration Web: http://www.illustrationweb.com/artists/EllaTjader/all/147
Wang, T. (2015). Tianyin Wang. Retrieved January 15, 2015, from Illustration Web: http://www.illustrationweb.com/artists/TianyinWang/view
Weste, V. (2012, August 03). Trendland. Retrieved January 10, 2015, from BRANDS IN FULL BLOOM BY DARYL FERIL: http://trendland.com/brands-in-full-bloom-by-daryl-feril/
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PROJECT CD CD
THIS CD CONTAINS:
ADOBE INDESIGN FILE OF THE PROJECT
ADOBE IDML FILE OF THE PROJECT
ADOBE PDF FILE OF THE PROJECT
FONTS IN FOR INDD FILE
LINKS FOR INDD FILE
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PROJECT CD
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