Word and Image

1 : a speech sound or series of speech sounds that symbolizes and communicates a meaning usually without being divisible into smaller units capable of independent use 2 : a written or printed character or combination of characters representing a spoken word 1: a reproduction or imitation of a form 2 : a visual representation of something: a likeness of an object produced on a photographic material 3 : a tangible or visible representation 4 : a vivid or graphic representation or description

Word and Image Rujuta Thakurdesai M.Des GD 2016-17

Acknowledgment I am thankful to Dr. Tridha Gajjar for providing her expertise and guiding me throughout this course.

I would like to thank my open elective faculty Shirley Bhatnagar and Anandbhai from CGD dept. for teaching me ceramics related aspects.

I would like to thank the National Institute of Design for providing all the resources and I am also grateful for the help and support of my fellow students with the work hereby documented.

Rujuta Thakurdesai M.Des. Graphic Design 16-17 Sem II Typeface used inside- Noto Serif

Introduction and Learnings This course strengthened my understanding and application skills of communication and meaning making through words and images after being introduced to it in sem I in the Image making course. Below are some concepts that I understood.

Semiotics Study of signs and symbols and their use or interpretations is semiotics. The main tools for these are words and images.

To understand this we first need to understand different levels of meanings and understanding.

Perception- look

Sensation- repulsion arousal or curiosity

Emotions- Power of persuation

Intellect- appeal to wit and rationale

Identification- relating, sense of belonging

Reverberation- resonating on the basis of history and traditions

Word

Images can have direct or abstrac relation to the signified object and can have multiple meanings on denotative and connotative levels.

The words aquire meaning only after being taught.

Image

Used together create message and meaning while working with or against one another.

Symbol Design a symbol has an arbitrary relationship between the signifier and the thing signified. Understood on the basis of previous knowledge and experience.

It is a mark or character representing an object/ function/ process.

Potters’ community- kumbharwada Kumbharwada is the potters’ community based in old part of Pune city in Maharashtra. They are specially known for the earthen water vessels or “maath” (/ Matkas).

With this project I am trying to design a symbol for the community made goods through a hypothetical co-operative of the potters which would give them identity and certify the quality and authenticity of earthenware.

Following are the mandates of this hypothetical cooperative organisation

Mission

Same pageThrowing process on electronic wheel Opposite pageVisual representations and abstractions of properties and characters of pottery, clay and kumbharwada.

The organisation unites the potter families.

There must be an identity created for the products made by the artists to create standards for quality and pricing.

The artists should get recognition by the government as part of the city heritage.

Vision

The organisation offers a platform for the artists to share their skills and display the products on a larger scale.

To increase the scale and recognition for Kumbharwada products for their utility, traditional and physiological medicinal value and beauty.

throwing

firing

kneading

The entire family in same profession.

Commin work and living space.

Close knit community.

painting

Part of herritage.

Situated in old part of the city.

Types of clays Black- local river bed Red- Imported from Gujrat and Rajasthan Porous, Fragile, organic, raw

Potters and clay workers community situated in the heart of city of Pune.

No platform for selling the product. No union.

No quality standards. No pricing standards.

Not considered as skilled artisans.

Ignared by the government.

Under paid, Lack basic facilities.

Financially unstable.

Key words

Selected to represent kumbharwada

earth

form

handmade

organic natural rooted fragile - strong sustainable

free flowing solid circular motion balanced

imperfect quirks and kinks unique valuable personal

Geometric

Organic

Subtle

Bold

Iconic

Arbitrary

Minimal

Elaborate

Main guiding decisions

Explorations

The final form of the symbol is based on the ancient Japanese and Chinese pottery stamps.

The word-mark is inspired by the royal seal of Shivaji, which becomes identifiable with history and traditions of Pune.

balancing the thinnest and thickest strokes

Retaining the symmetry

regulating the stroke width

Eleminating the fragments

With the basic visual considerations of closure, balance and soft edged shapes the symbol has to work well with the technical constraints as material to be printed on and the technique for it.

As it would be stamped on clay the form has to be simple and clear.

Final form corrections

Placement & spacing

Even though the symbol and the word mark can be used in isolated fashion when put together must compliment one another.

The visual weight must be balanced and a symmetry must be achieved so as to make it look stable.

Minimum size of the visual identity must not be less than half an inch.

The spacing between symbol and the wordmark and around, as defined below must be one fourth of the entire height of the symbol.

x x

3x

x x

x

x

Final Visual Identity

Black and white symbol representation and inverse to use as per the background demands.

The symbol in specified colours can be used for indicating the type of clay-ware it is.

#742A15

# B63125

Rajasthani terracotta

Rajasthani Terracotta under- fired

# 7C7C7C

Local riverbed clay

# 474646

Stoneware

Colour specifications

#742A15 C - 32% M - 88% Y - 100% K - 42%

The Symbol colour is derived from one of the shades of Indian Terracotta relating to earth and natural materials.

Do not change the colour of the visual identity.

Do not stretch or distort the form.

Do not change the location or size of the word-mark

Do not rotate.

Do not use as it is on a darker background.

Do not use as outlines.

What NOT to do.

The symbol in use

Kettle and cup made by Aritra Roy- Chowdhary

As discussed before the word and image can compliment each other or can contradict.

Separation- Type and image operate separately.

Fusion - Type and image blend and unite.

Fragmentation- Type and image interfere with each other.

Inversion- Type and image trade places, type becoming pictorial and image becoming typographic.

Poster Design Posters are the messengers carrying type, image or both together. In this assignment I’ve tried to understand the role of each in carrying a message.

Culturethe customary beliefs, social forms, and material traits of a racial, religious, or social group; also : the characteristic features of everyday existence (as diversions or a way of life} shared by people in a place or time popular culture Southern culture the set of shared attitudes, values, goals, and practices that characterizes an institution or organization a corporate culture focused on the bottom line the set of values, conventions, or social practices associated with a particular field, activity, or societal characteristic studying the effect of computers on print culture Bulldozingto proceed forcefully or insensitively to move, demolish, flatten, etc, with a bulldozer (great force) to force; push to move, clear, gouge out, or level off by pushing with or as if with a bulldozer to force insensitively or ruthlessly to force one’s way like a bulldozer

“Cultural buldozing�

“The Great Indian Circus” verbal The poster series talks about “cultural bulldozing” in a humorous way, drawing the attention to what funny situations we get ourselves into with our cultural and traditional backgrounds and the new “global and modern” lifestyles and influences.

Typefes usedBodoni MT

EXTINCT Non-verbal

The poster points out the fact that our cultural identities are becoming extinct in the massive wave of “ modern”, “western” and “formal”.