Statement of Intent by Naomi Farrar

BA (Hons.) GRAPHIC DESIGN

LEVEL

Module Code

OUGD303

Outcomes

Module Title

FINAL MAJOR PROJECT

FINAL MAJOR PROJECT STATEMENT OF INTENT Name: Naomi Farrar Blog Address: n-farrar0912-fmp.blogspot.com

Rationale My intention is to undertake an investigation into typography through colour and shape. The resolutions of my design practice will be print based, in varying formats, including but not limited to: packaging, publication, type specimens, branding. I want my work to be able to work for itself, to be simple enough not to require an explanation and to be visually reasoned with logic and precision. I prefer the content to inform the format of the solution to a brief, and for the context & audience to be clear within the brief, so as not to make biased or ill-informed decisions. (This way I need to conduct research, without thinking I know enough already!) My deliverables are resolved aesthetically (rather than sustainably or audience focussed etc), with the outcomes defined by the appropriateness within the brief, not as a primary concern. I want my design decisions to be for a reason, and driven by the content of the brief and the context of the solution. Design for a reason, not design for design’s sake. Subjects / Themes Overall visually pleasing– engaging whilst still representative of the content. The effects of using colour, and why an audience responds to it. Packaging– household and home ephemera, including cosmetics, furnishings, interior decoration elements. Using custom made and purpose built typography to provide a specific function within a brief, not just for everyday use. For branding and identity. Using shape as a representation of imagery. In place of other illustration or photography, using shape and colour to visually represent content.

Formats of publications, or printed media. Newspapers in particular. Cooking and food, logical communication of progression through typography. The representation of senses through typography. Natural Elements– Earth, Air, Wind, Fire… Could be transferable into ‘real’ subject matters, as businesses needing branding for example? (working with natural shapes and colours) Pattern– using repeated shape and colour to engage an audience and provide a secondary medium for a message after the typography. Etsy– community feel and spirit, I like the network that is in place here, and I find some of the products really inspiring. Shape and form are free, which makes for interesting inspiration. Organic and naturally inspired tones– simplicity. Using patterns/colours/shapes found naturally and extracting elements into vector based design. Design Disciplines / Creative Development Typeface design, branding through type. Focussing on how shape controls the format of typography, as well as it’s use in pairing type with image. Developing type specimens and full branding guidelines for smaller scale products, businesses or services– boutique type shops, or independent brands, eg, Howies, Lush. Developing a body of more ‘real world applicable’ design, not just to make something that looks nice. Vector based design, clean cut and neat. Clipping masks, capturing essentials and details without revealing a bigger context or picture. Revealing enough to be intriguing.

Practical Skills / Workshops – what, why and when? Adobe Illustrator– vector based image and type work. All typography created within Illustrator to provide a scalable working design. Pattern is also scalable with vectors. Editorial– Using InDesign to set up and work to grids and stricter formats. Digital Print– using a variety of stocks. Stock Consideration– consider professional usage of stocks, and their application through work in a real scale. Costs– Consider design at a cost, limiting print effects. Obviously explore them when necessary, but not as a ‘go to’ option or default. Brief 1: Deadline 12th Jan 2012 Yearbook Proposal Rationale: Develop concept and design ideas to pitch for the Graphic Design yearbook for 2012. Working in a group, pitch a workable yearbook for use in 2012.

Brief 2: Deadline 9th March Number 17 Rationale: Develop a strong concept that sells Number 17 make-up to a specified audience. Consider a variety of points including; packaging, in store promotion, events, advertising, web based promotion and campaigns. Brief 3: Deadline Tree Hugger (Roses Design Awards) Rationale: Create the branding, naming and launch campaign for a Museum of Trees. This could cover signage, way finding, merchandise, viral campaigns, in any media you feel appropriate. Brief 4: Deadline 9th March Typographic Circle- D&AD Rationale: Create a minimum of 3 publications to accompany lectures at the Typocircle events. See full D&AD brief. Brief 5: Deadline Swimming/Typographic Games Rationale: Swimming + typography + packaging + publication Tone- promotional, selling, encouraging people to exercise as a hobby or for fun, rather than out of necessity or for health. Package swimwear, printed promo for swimming Brief 6: Deadline Fashion Branding – Tiffany Rose Rationale: Branding and Lookbook for Fashion Student Tiffany Rose. Fashion designer who works with shape and colour a lot, as well as influences from natural and architectural shapes. Needs identity for collection, plus lookbook for showcasing clothes. Brief 7: Deadline Branding & Identity for Elements Rationale: Four independent businesses to be fully branded. Fire, earth, water & air. Could move into secondary elements too (metal, etc) Brief 8: Playing Cards

Deadline

Design & package a set of playing cards. Typographically focussed with a publication accompaniment. Four typefaces with figures rather than letters. Brief 9: Deadline Fontstruct Rationale: Design & create a set of 3 shape based fonts using fontstruct. 1 rounded, 1 angular/square & 1 triangular. Contextual references / Designers / Studios / Companies (specific) Interviews: Fontsmith, Marian Bantjes, Craig Ward, Jessica Hische (?), Sueh Li.

Alias.dj studio- typefaces for AnOther magazine. Research/interview TypoFlat- Type resource website, interview/context.

RESEARCH ACTIVITY: Interview Details Compile questions for Marian Bantjes

Deadline

RESEARCH ACTIVITY: Studio Placement Details Logistik placement for two weeks at Easter.

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RESEARCH ACTIVITY: PDF Emails Details Send multiple pdf attachments to studios…

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RESEARCH ACTIVITY : Deadline Interview Details Sueh Li- Typographer. Compile questions for interview for context book. RESEARCH ACTIVITY: Interview Details Interview Craig Ward, typographer. Compile questions.

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BIBLIOGRAPHY BOOKS / TEXTS - (Harvard Referenced) Bantjes, M (2010) I Wonder Looking Closer (1-5) Garfield, S (2010) Just My Type MAGAZINES / JOURNALS / ARTICLES Creative Review Computer Arts Collection The Church Of London publications Wallpaper* Magazine ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) The Die Line, packaging blog– thedieline.com Lovely Package/Lovely Stationery– lovelypackage.com / lovelystationery.com September Industry– septemberindustry.co.uk Oh So Beautiful Paper– ohsobeautifulpaper.com Moxee– Lifestyle Blog– moxee.ws Designspiration.net OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences) D&AD Talk/Portfolio Surgery – 9th Feb Portfolio Surgeries in Studio – January Leeds Print Festival – January

ACTION PLAN – use this section to identify specific tasks that you need to complete in order to resolve the brief. Brief What do you need to do? 1

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