THE GRAPHIC IMPERATIVE SAMUEL J. WILLGER DESIGN AS AUTHOR PATRICK DOOLEY FALL 2011
OUTLINE
PROJECT 01 Our first project of the semester will be to create a pair of advocacy posters. Possible themes for the project include dissent, liberation, racism, sexism, human rights, civil rights, environmental and health concerns, AIDS, war, literacy, and tolerance. Among our research resources is an on-line exhibition The Graphic Imperative: International Posters for Peace, Social Justice, and the Environment, 1965-2005 (thegraphicimperative.org). The Graphic Imperative is a select retrospective of forty years of international sociopolitical posters. The 111 posters in this exhibition emphasize the issues of our turbulent times and endeavor to show the social, political, and aesthetic concerns of many cultures and divergent political realities. Of the pair of advocacy posters that you design one will use type and image and the other use type as image.
You will be able to chose: 1) the actual advocacy group that would sponsor the message 2) the specific issue/message of the poster 3) the targeted audience that the poster seeks to address 4) propose the remedy or action for the specific issue/problem.
RESEARCH
ODE TO INK SATURATED PAPER Steven Heller An advocacy poster starts with any idea and is designed to inform, illuminate, stimulate, and inspire. The most effective posters imperative a message long after its short posting life. Cliches should not be used unless known how to use cleverly. The designer needs to relies that not everyone will agree with the issue in the poster. I agree that advocacy posters are to target and spark a reaction from the viewer. The posters that achieve the greatest effect are the ones that relate with the society through the use of well known and clever cliches. I also agree that depending on the viewer the poster will convey a different reaction from everyone.
WHY THE POSTER IN THE INTERNET AGE Caril A. Wells The political graphics have been used to educate, agitate, and inspire throughout the decades. With the use of internet and advertisements there are fewer visible posters. The internet has played a larger roll in mass protests in recent years, but many poorer countries will never have the resources to be currently aware of issues. I understand why there are less posters now, but with so few I feel the message becomes stronger. Of course the internet has pros and cons but it would be great for a person who is interested in a cause be able to print off their own copy of the poster which then could inspire another viewer.
RESEARCH
Aminian, Tahamtan
AND OUR WORLD IS STILL ALIVE Iran, 2002 The image is type being used as image in the form of a burned out cigarette. Even though I can not read the type itself I assumed the posters issue has to do with health and smoking. After reading the caption of what the words say the poster became more powerful by stating the results one gets from smoking. I think that the poster is simple but still carries a large message. The title makes since because everything the cigarette represents the consumer is paying for, therefore, it is shocking that our world is still alive.
Organero, Faustino Perez
SAVE IT! (WATER) Cuba, 1983 This poster deals with the conservation of water. By placing an ordinary object upside down the designer added interest to the viewer. The poster is black/white and involves positive/negative space. It seems that the poster needs alittle more or just more text explaining conservation.
Regan, Felice
ENDANGERED GIANT PANDA USA, 1982 Since it is written on the bottom of the poster the viewer knows the issue is dealing with an endangered animal. I think that the poster could have been stronger if there was less foliage and more facts, such as, how many remain in the world or how there environment is being destroyed. Right now it kind a looks like a postcard instead of an awareness poster.
Surkov, Yuri
WATER FOR HUMAN KIND Cuba, 1983 For some reason all I see is floating blue beans. Even though the text is talking about water. I do not like the white background with large black text stretched across it. I understand that their slogan is water is life, life is water but this is too literal.
RESEARCH
Adbusters Media Foundation
WORLD CAR FREE DAYS Canada, 2003 I think this poster has a lot of great elements. The combined image with the bike being on top of the car reflects being environ-
mentally friendly. The information is clearly stated and the viewer knows the date and if they want more information they can visit the web site. I think that the color choice could have varied, but it still gets the viewers attention. Also, I think the image does not need the blurred effect added.
Staeck, Klaus
AND NEW LIFE BLOSSOMS FROM THE RUINS Cuba, 1983 This poster deals with the conservation of nature. Placing a enlarged healthy tree in the middle of a highway reflects what may have been there before and what has become of the area after people and industry has affected it. The title confuses me, does it mean that human life and transportation has begun now that nature is in ruins? It seems that the type could have been more a part of the piece instead of just placed on the bottom.
ORGANIZATION Greenpeace is the largest independent direct-action environmental organization in the world. They do not take money from government or corporations. Their only bottom line is a green and peaceful future. Greenpeace states its goal is to ensure the ability of the Earth to nurture life in all its diversity and focuses its work on world wide issues such as global warming, deforestation, overfishing, commercial whaling, and anti-nuclear issues. Greenpeace uses direct action, lobbying and research to achieve its goals. In 1971, motivated by their vision of a green and peaceful world, a small team of activists set sail from Vancouver, Canada in an old fishing boat. These activists, the founders of Greenpeace, believed a few individuals could make a difference. Their mission was to bear witness to U.S. underground nuclear testing at Amchitka, a tiny island off the West Coast of Alaska, which is one of the world’s most earthquake-prone regions.
RESEARCH
POSSIBLE ISSUES 1. Problem: Deforestation Solution: Protection for Paradise Forests in Indonesia Action: That progress is due to the countless people throughout the country and around the world who took time to raise their voice and contribute their talents to this campaign.
2. Problem: Commercial Whaling Solution: Banned Action: Our tradition of physically placing activist bodies between the harpoons and the whales has helped save the lives of whales on site and influenced worldwide laws for their protection.
3. Problem: Seafood policies Solution: Companies (Costco) improves policies Action: Consumer protest, promote sustainable alternatives
4. Problem: Deforestation Solution: Companies like Nestle takes action to protect the rainforest Action: Expose the effects they have on forests
5. Problem: Seafood policies Solution: Implement sustainability (Trader Joe’s) Action: Greenpeace’s mock web site and relentless phone calls from supporters
TARGET AUDIENCE Greenpeace targets both college students and wealthy donators. The students would be between the ages of 18 and 23. They would be eager to join and get involved in a global organization and want to make a difference. Greenpeace has a student network page and a facebook / twitter link for fast statues updates. The students would be both male and female with a low income since they are still in college. As for the donators they would be between the ages of 30 to 50 and be actively aware of global activism. They would have the funds to help Greenpeace continue their efforts and volunteers.
PORTRAIT Mark Smith is a student studying architecture at the University of Iowa. He is twenty years old and likes to vacation in Colorado where he rock climbs. Mark rides a bike to his classes because it is economically better than driving his grandma’s beat up car to campus. He buys most of his clothes at second hand trading stores because he does not have enough money for name brand. Mark plans to build environmentally and energy efficient homes in his future.
RESEARCH
TO SUGGEST Environment
Protest
Eco friendly
Industry
Nature
Harmful
Clean
Killing
Growth
Protect
Recycle
Campaign
Compassion
Funding
Thoughtful
Endangering
Awareness
Cruel
Issues
Climate
Action
Global warming
Donate
Fire
Volunteer
Crops
Regulations - is administrative legislation that constitutes or constrains rights and allocates responsibilities. Unethical - concepts such as good and evil, right and wrong. Deforestation - is the removal of a forest or stand of trees where the land is thereafter converted to a non forest use. Examples of deforestation include conversion of forestland to farms, ranches, or urban use. Logging - moving wood from the stump to somewhere outside the forest, usually a sawmill or a lumber yard. Advocacy - aims to influence public policy and resource allocation decisions within political, economic, and social systems.
FIRST CONCEPT Around the world, forests are being logged for timber and paper pulp and cleared to grow mono-crops like soy and palm oil while companies are ignoring the impacts of global warming. Tropical deforestation is responsible for about 20% of global greenhouse gas emissions – more than all the cars, trucks, planes, boats, and trains in the world combined. Greenpeace is a non-government environmental organization that states its goal is to “ensure the ability of the Earth to nurture life in all its diversity” Greenpeace encourages the public to take action against deforestation and adopt a tree or donate today.
RESEARCH
HEADLINES Hold your Breath. Tropical deforestation is responsible for about 20% of global greenhouse gas emissions – more than all the cars, trucks, planes, boats, and trains in the world combined. Tropical forests, the “lungs of the earth,” are giant carbon stores.
At what cost? Deforestation includes the destruction of forests mapped as tiger habitat, replacing these forests with acacia plantations. Companies are responsible for wiping out the home and hunting grounds of the Sumatran tiger to make throwaway paper products. Take action, help us fight for the 400 remaining wild Sumatran tigers and the pristine rainforest they call home. Please consider donating today.
Save yourself. Adopt a Tree. Deforestation is a cause and a result of climate change. Plants absorb carbon dioxide and use it to grow, but when they decay or burn, carbon dioxide is released again. Decaying plants also produce methane, a greenhouse gas more potent than carbon dioxide.
Running out of time. Eight thousand years ago, large tracts of ancient forest covered almost half the Earth’s land area. Today, only one-fifth of the original forests remain as large areas of ancient forest. The rest have been destroyed, degraded or fragmented by relentless human activity.
HEADLINES Everyone breathes the same air. Deforestation doesn’t just threaten our climate, it threatens the livelihoods of 1.6 Billion people that rely on forests for food and economic activity Change a bad deed with a seed. Home to around two-thirds of all plant and animal species found on land — in addition to the millions of people who depend on them for survival — our remaining ancient forests are some of the most diverse ecosystems known to science.
Cut it out! Ending deforestation and protecting forests will not only preserve biodiversity and defend the rights of forest communities; it is also one of the quickest and cost effective ways of curbing global warming. Greenpeace is campaigning for zero deforestation, globally, by 2020.
Convey: guilt, awareness, or join people.
VISUAL AUDIT
RESEARCH
GREENPEACE
MOOD BOARD
RESEARCH
DAY-BY-DAY 8.23.11
9.08.11
Received project one
Hierarchy, color, Type/image gives interest
Reading response to articles
-Stronger, “Cut it Out” and sidling vector
8.25.11
8.13.11
Comparing the articles
-Add texture instead of photographs
Pick adovcacy issue
-Work with shadows, smaller subhead
Research paper
9.15.11
8.30.11
Concept Statement
Review and discuss
-Had type and image right with no texture.
-Better define the solution when some
-Nice created type, feels like nature.
one adopts a tree is it one in the forest
9.22.11
or a sidling that will be planted?
-Type as image flip horizontally.
9.01.11
-Create more of a relationship between
Discuss “to suggest” list
the type and image, balance
Examine mood boards
9.27.11
-As the project continues try to reflect
Last one-on-one discussion
on initial mood board ideas.
Test prints
-Is the poster going to project guilt,
-Color, more contrast.
awareness, or shock? Theme?
9.29.11
9.06.11
First round designs
-Hourglass could work, what is going to
symbolize the sand?
-Forest time line, fail
-Going, Going, Gone, like
Project due final critique.
DESIGNS
ROUND ONE Everyone breathes the same air. Tropical deforestation is responsible for about 20% of global greenhouse gas emissions thats more than all the cars, trucks, planes, boats, and trains in the world combined.
Everyone breathes the same air. Tropical deforestation is responsible for about 20% of global greenhouse gas emissions thats more than all the cars, trucks, planes, boats, and trains in the world combined.
Adopt a tree today.
Adopt a tree today. Visit www.greenpeace.org
Visit www.greenpeace.org
GOING, GOING, GONE! Only one-fifth of the original tropical forests remain as large areas of ancient forest. The rest have been destroyed by relentless human activity.
Adopt a tree today. Visit www.greenpeace.org
GOING, GOING, GONE! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit www.greenpeace.org
DESIGNS
GOING, GOING, GONE! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Don’t Wait till its too late.
Donate and adopt a tree today. According to the World Resources Institute, more than 80%of the Earth’s natural forests already have been destroyed.
Adopt a tree today.
www.greenpeace.org
www.greenpeace.org
Don’t Wait
till its too late. According to the World Resources
Don’t Wait
Earth’s natural forests already
Donate and adopt a tree today.
have been destroyed.
According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Donate and adopt a tree today. Institute, more than 80% of the
till its too late.
www.greenpeace.org
ROUND ONE
Going, Going, Gone. According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
GOING, GOING, GONE! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today.
Adopt a tree today. Visit www.greenpeace.org
Don’t Wait till its too late. Donate and adopt a tree today. Only one-fifth of the original tropical forests remain as large areas of ancient forest. The rest have been destroyed by relentless human activity.
www.greenpeace.org
GOING, GOING, GONE! Only one-fifth of the original tropical forests remain as large areas of ancient forest. The rest have been destroyed by relentless human activity.
Adopt a tree today. www.greenpeace.org
www.greenpeace.org
DESIGNS
GOING, GOING, GONE!
GOING, GOING, GONE! Only one-fifth of the original tropical forests remain as large areas of ancient forest. The rest have been destroyed by
Only one-fifth of the original tropical forests remain as large areas of ancient forest. The rest have been destroyed by relentless human activity.
relentless human activity.
Adopt a tree today.
Adopt a tree today.
www.greenpeace.org
www.greenpeace.org
past
present
future
Don’t Wait till its too late.
GOING, GOING, GONE!
Donate and adopt a tree today. According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Only one-fifth of the original tropical forests remain as large areas of ancient forest. The rest have been destroyed by relentless human activity.
past
present
future
Adopt a tree today. www.greenpeace.org
ROUND TWO
GOING, GOING, GONE! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Don’t Wait till its too late. Donate and adopt a tree today. According to the World Resources Institute, more than 80%of the Earth’s natural forests already have been destroyed.
Adopt a tree today.
www.greenpeace.org
Branch Out According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
adopt a tree today. Visit: www.greenpeace.org
Cut It Out
According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Visit: www.greenpeace.org
DESIGNS
"If a tree falls in a forest and everyone is around to hear it, does anyone try to protect it?" According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Donate today to help fund the protection of natural forests. www.greenpeace.org
ur o Y ss rs e r Exp Colo e Tru
According to the World
Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree www.greenpeace.org
Cut it out! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
Cu
t u O t It
e in th rema vity. rests ti fo c l a pica man al tro ss hu rigin lentle e r the o f y o b fifth oyed onedestr Only been e v a rg h ace.o rest enpe e r .g www
pt Ado
e
a tre
ROUND THREE
Don’t Wait till its too late.
late. ait till its too
Don’t W
es ld Resourc to the Wor According 80% of the more than dy ea alr Institute, sts tural fore Earth’s na destroyed. have been
to help Adopt a tree rests. save the fo
Adopt a tree today. www.greenpeace.org
Visit: www.greenpeace.org
npeace.org
www.gree
DEFORESTATION According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Donate and adopt a tree today. According to the World Resources Institute, more than 80%of the Earth’s natural forests already have been destroyed.
ION T A T S E R DEFO than 80% te, more ces Institu ld Resour stroyed. or W de e en th to have be According s already st re fo l h’s natura of the Eart
sts.
e ve the for
help sa e today to e tr a t p o Ad ace.org
e w.greenp
Visit: ww
DESIGNS
T U C T! U O IT
According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed. According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
CUT IT OUT!
According to the World Resources Institute, more than 80% of the
According to the World Resources
Earth’s natural forests already
Institute, more than 80% of the
have been destroyed.
Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
Adopt a tree today. Visit: www.greenpeace.org
ROUND FOUR
Cut it out
According to the World Resources Institute,
CUT
of the Earth’s natural forests already have been destroyed.
it out
Adopt a tree today. Visit: www.greenpeace.org
According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Cut it out! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
Adopt a tree today. Visit: www.greenpeace.org
DESIGNS
According to the World Resources Institute, more than
80% of the Earth’s natural
forests already have been destroyed. According to the World Resources Institute, more than 80% of the Earth’s natural
Adopt a tree today. Visit: www.greenpeace.org
forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
Cut it out! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today.
Adopt a tree today.
Visit: www.greenpeace.org
Visit: www.greenpeace.org
CUT IT OUT! According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
ROUND FOUR
Cut it out!
CUT IT OUT!
According to the World Resources Institute,
According to the World Resources Institute,
more than 80% of the Earth’s natural forests
more than 80% of the Earth’s natural forests
already have been destroyed.
already have been destroyed.
Adopt a tree today.
Adopt a tree today.
Visit: www.greenpeace.org
Visit: www.greenpeace.org
CUT IT OUT
80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
Cut it out! 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
DESIGNS
According to the World Resources Institute,
80% of the Earth’s natural forests already have been destroyed.
Adopt a tree
to da y.
www.greenpeace.org
greenpe ace
According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. www.greenpeace.org
GREENPEACE
ROUND FOUR
According to the World Resources Institute, more than 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today. Visit: www.greenpeace.org
80% of the Earth’s forests have already been destroyed.
Adopt a tree today www.greenpeace.org
FINAL DESIGNS
FINALS TYPE & IMAGE
CUT IT OUT! 80% of the Earth’s natural forests already have been destroyed.
Adopt a tree today www.greenpeace.org
www.greenpeace.org
Adopt a tree today
have already been destroyed.
80% of the Earth’s forests
DESIGNS
TYPE AS IMAGE
REFLECTION
FINAL CONCEPT This poster focuses on the problem of deforestation. An area of forest equal to 20 football fields is lost every minute. Deforestation effects soil erosion, climate change, and the water cycle. College students can donate to Greenpeace to help plant new trees and protect the remaining forests before it’s to late.
REFLECTION For the final type and image poster I wanted to create a clear message, along with an abstract image that gives a sense of the past, present, and future of natural forests. After brightening the core of the trunk and lightening the shadows, there is a stronger contrast and creates an uneven balance. As for the type as image poster I chose to create my own typeface to express a more youthful and playful type that would appeal to a younger audience. The most challenging part of this project was to create something appealing, while at the same time displaying the affects of deforestation. After experimenting with photography of deforestation my group members stated that they have already seen it before and that it does not have a great emotional response to create change. I decided to have my posters unite people and bring them together for a brighter future instead of making them have a guilty conscious. I knew that deforestation occurred and that United States is one of the top consumers of paper products, but I had no idea the rate at which the forest is being destroyed. My attitude has not changed throughout this assignment because I have donated to charities, volunteered, and try to stay environmentally aware. A lot of people know about deforestation but not everyone know how they can help. By staying on message and creating a slogan I attempted to inform people that the easiest thing they could do would be to donate money to plant a tree.
“ THE POSTER IS THE PRIME FIELD FOR EXPERIMENTING WITH VISUAL LANGUAGE. IT IS THE SCENE OF CHANGING IDEAS AND AESTHETICS, OF CULTURAL, SOCIAL AND POLITICAL EVENTS.” — Pierre Bernard, French designer | Grapus