D & AD Monotype Sam Edwards
Brief Guidelines
The aim
Take a cause you believe in and use the power of type to make a difference. Design with typography to agitate, educate, and organize the world and your audience. Use typography to help people believe in your cause and its purpose; to motivate and inspire people, in a relevant way, to your cause; and above all, to make an impact.
Being a Type 1 diabetic, I am aware of the severity of the condition. This brief asks us to use the power of typography to make a difference. I want to typographically raise awareness of the disease so that people can recognize an emergency. Type 1 diabetes is a condition which is invisible yet causes such pain and anguish within its community.
Typography is the soapbox for your rallying cry. Used at its best, it can empower your words, evoke meaning, set tone, and inspire ideas. Without it, your message could be drowned out. Where would the students in Paris of ’68 be without their screenprinted stencil type? Where would Revolutionary Russia be without its condensed, sans serif gothics? And would Occupy have inspired the collective imagination without democratic digital design and ‘desktop publishing’? The right typeface, used in the right way, gives a cause, movement or change its true voice. Think about: what you want to say and how you want to say it; where you should or could say it; how you might use type to improve your message, to initiate change, or to motivate and inspire.
Sam Edwards Monotype D & AD
Overview Diabetes mellitus is a condition in which the amount of glucose (sugar) in the blood is too high because the body cannot use it properly. This means people with the condition have to monitor their blood sugar manually and control the amount of sugar in it. If the condition is uncontrolled, it can have severe consequences. People with diabetes are twice as likely to be admitted into hospital and can suffer fits at any point in time if the condition isn’t controlled correctly. As a type 1 diabetic, I understand how little is known by the general public when it comes to treating a diabetic fit. I will use this brief as an opportunity to be able to change this.
2/ BRIEF GUIDELINES
Initial Concept The idea for this project is based on this initial typographic experiment. The messages ‘life is a bunch of roses’ and ‘on the inside it hurts’ combine to create a strong typographic piece representing how diabetes has a side that is hidden and can be deep and depressing. I wanted the type to somehow show that on the outside everything can seem okay but within it can be painful. The idea of combining two messages into one led me on to further develop the concept in relation to the brief.
Sam Edwards Monotype D & AD
I decided to use a different typeface to create a stronger image and show the hidden meanings behind the idea. I started off by trying to put the idea on a grid along with different colours to bring out the messages. The blue type was too weak. I wanted to somehow bring out the blue type to show the hidden meaning. My way of doing this will be using a red overlay or light to hide the red writing to reveal the blue type only.
3/ INITIAL CONCEPT
Using a red light/lens to show a hidden message is the way that I envisage this project. The left hand image shows the type ‘life is a bunch of roses’ but when a red light/lens is applied to the type, a new message ‘inside it hurts’ is revealed. This represents the way diabetes has no visual indications yet is an extremely serious disease and can have severe consequences if not dealt with.
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Further Development
Brand Initial Ideas I wanted to create a brand that encapsulated the three steps to stopping a hypoglycaemic fit and also had a catchy name that was relevant to the cause.
After choosing ‘Diabeasy’ as the name for the brand, I wanted a logo that contained the blue and red from the type and also represented the three steps and health .
diabeasy diabeasy My final idea was to create a series of typographic posters that showed the hidden side to diabetes whilst also helping the general public become more aware of the condition. I want to, along with the posters, create a typographic app for mobiles that would aid people in helping someone in a hypoglycaemic diabetic fit and give a general overview of the condition.
Sam Edwards Monotype D & AD
Final Logo
4/ FURTHER DEVELOPMENT
Normal
3 STEPS TO MAKE A DIFFERENCE
Brand Guidelines Greyscale
The brand uses the colours blue and red as its main guidelines on white and black only. Grey scale is to be used when there is no other option.
Black
On Black
White
Sam Edwards Monotype D & AD
5/ BRAND GUIDELINES
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Final Typographic Posters These are the posters I want to use in my typographic advertising campaign for ‘diabeasy’. The use of a button with an on switch is how the red screen isx applied to the advert. I needed to consider how I would present the three steps to help someone in a diabetic fit in a way that can be on the go and relate to the brand. I chose to create a mobile application which would simply display the three key steps along with some critical information about the disease and the complications which can arise from it.
Sam Edwards Monotype D & AD
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Idea Development Some initial concepts and designs to put towards the final idea. I want a simple, effective concept that really can make a difference and help a diabetic in need.
Sam Edwards Monotype D & AD
7/ IDEA DEVELOPMENT
3 STEPS TO MAKE A DIFFERENCE
Sam Edwards Monotype D & AD
8/ 3 STEPS
Sam Edwards Monotype D & AD
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