OU
Y A L T
Structure and communication
- an investigation of layout construction and structure
Contents
Intoduction Inspiration - Cartlidge Levene - GTF - iwant - Dowling Design - Proud Creative - This&That - B&W - Un.titled - Marque - Farrow Sucessful and Unsucessful Layout design Influenced Interviews Glossary Acknologments
An Introduction to Layout, Structure and communication - an investigation of layout construction and structure
The past three years have seen me develop as a designer, it could be argued that it is the vast amount of hours that have been spent searching for inspiration from both agencies and individual desingers. Even, just from looking into the somewhat daunting world of design. This publication offered the opportunity to showcase the world that has become the main inspiration, even my personal driving force for my own design practice. To who ever may view this, it could be seen as an aid to understanding the aims that have developed for my own design work. After three experimental years, it is nice to highlight that I am a graphic designer with a specialists interest within print based layouts such as publications and editorial designs. This book shows the passion that has developed with this interst being refined and more specific, even with only a selection of the influeces involved. With all strong and influencial designs comes the design work that might not be influencial for the right reasons. Part of learning is from
the mistakes you make, and by putting forward the designs that are not as strong, it shows the unsucessful layouts that have also aided perosnal designs. On saying this, there are many people within the design world with a much better knowledge and understanding of working with layout and structure of designs. By including some well-known design agencies/ designers opionions on layout design, more reliable facts on layouts and structures can be made. For a contrast to the inspirational work that has been showcased towards the front of the book, there seemed a good opportunity to include some personal design work that has made up a part of my graphic design degree. Overall, this is a chance to truly show who I am as a designer, and will remian to be an example of my journey in defining myself as a designer. Layout, structure and communication is the key to a sucessful layout design.
Inspiration for layout design. - This is the section that presents example designs that have become inspiration due to their sucess. This section of the book is the change to showcase work from simple and straightforward layouts for annual reports, to the larger scale work such as exhibition siganage and packaging. Althought these are different forms of layout, when viewed for their structure, they adhear to the simple, clean and communicate a message through key factors that will be exampled throught the designs. Many of the designs that have been slected within this section are layout designs that stress the importance of simplisity, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
1
Cartlidge Levene The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
Cartlidge Levene 238 St John Street London EC1V 4PH Website: www.cartlidgelevene.co.uk Telephone: +44 (0)20 7251 6608 Email: ian.cartlidge@cartlidgelevene.co.uk
1 - The guardian wayfinding & sigange design. 2 - Selfridges wayfinding & signage design.
2
1
Graphic Thought Facility The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
Graphic Thought Facility 23–24 Easton Street, London WC1X 0DS Website: www.graphicthoughtfacility.com Telephone: +44 (0)20 7837 2525 Fax: +44 (0)20 7837 1661 Email: info@graphicthoughtfacility.com
1 - The guardian wayfinding & sigange design.
iWant The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer.
iwant Unit 8a Huguenot Place London E1 5LN Website: www.iwantdesign.co.uk Telephone: +44 (0)20 7247 4200 Email: info@iwantdesign.com
1 - The guardian wayfinding & sigange design.
1
1
Dowling Design The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
Dowling Duncan Navigation House 48 Millgate, Newark NG24 4TS England Website: dowlingduncan.com/ Telephone: +44 (0)1636 612012 Email: info@dowlingduncan.com
1 - The guardian wayfinding & sigange design.
1
Proud Creative The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
Proud Creative Unit 16, Second Floor Shoreditch Stables (North) 138 Kingsland Road London, E2 8DY Website: www.proudcreative.com Telephone: +44 (0)20 7729 6170 Email: hello@proudcreative.com
1 - The guardian wayfinding & sigange design.
1
Marque The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
This & That Unit 2 7 Tyers Gate London SE1 3HX Website: www.studiothisandthat.com Telephone: 0207 407 8200 Email: hi@studiothisandthat.com
1 - The guardian wayfinding & sigange design.
1
Un.titled The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
Un.titled Factory 21 Wellington Street Leicester LE1 6HH Website: www.un.titled.co.uk Telephone: 0116 247 1111 Email: hello@un.titled.co.uk
1 - The guardian wayfinding & sigange design.
1
Black & White design The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
1 - The guardian wayfinding & sigange design.
1
This & That The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
This & That Unit 2 7 Tyers Gate London SE1 3HX Website: www.studiothisandthat.com Telephone: 0207 407 8200 Email: hi@studiothisandthat.com
1 - The guardian wayfinding & sigange design.
1
Farrow Design The layout design here is one that stresses the importance of simplisity within a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
1 - The guardian wayfinding & sigange design.
“It very much depends on the audience and the context and purpose of the layout will be seen.� - Alex Atkinson, The Consult, Leeds.
Sucessful Layouts - A layout generally has a job of communicating information to an audience. The sucessful layout designs work to their target audience, using the right tone of voice and appropriate visuals.
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
“The form that a layout of a work takes the ideas and the information it has to c this will occur and the target audience.� - Gavin Ambrose, Format - Basic series, p.87.
is driven by the function of the design, communicate, the medium in which �
Influenced. - From understanding to producing. Influenced is an opportunity to present the skills that have been learnt and theories that have been understood, and the designs they have developed into. Using examples of my design practice over the course the year seems to be an effective way to highlight how the design context has informed and aided the development of my designs. Not all of the designs have been as well designed as the next, but this suggests that the depth of research is still now informing my own practice.
1 - Leeds City Council
1 - Tranquil Hairdressers
1 - Branding Myself - Portfolio
1 - Wedding Cards and Layout
1 - CR - five inspirational years of CR designers
“Layout repitition is the key to a good design, clean and simple designs helps the information to be put across well� - Richard & Adam, SBT, Leeds.
Studio Belly Timber SBT are a leeds city based company who work primarily on print based layout designs.
B&W Studio 2nd Floor Castleton Mill Castleton Close Leeds LS12 2DS Website: www.bandwstudio.co.uk Telephone: +44 (0)113 245 4200 Email: steve@bandwstudio.co.uk
1 - The guardian wayfinding & sigange design.
In your opinion, what factors can be identitified that can make a layout more sucessful? Adam & Richard: Wheather the design is ledgible, it has to make sence and be clear, but also appeal to the audience. The example of the designs done for Education Leeds is that you have to consider the duel audience, you have to make the design appealing to the younger audience while at the same time considering that the teachers and the parents are going to be reading and seeing the design too. It needs to be visually appealing for the design to work.
Who/What has been your inspiration for your design work? Adam: Alan Mitchell always inspired me with the letterpress design work that he produced, Ed Fella and his after the event posters which are very illustration based. Jamie Reid without doubt is a current influence of my design work.
What considerations need to be made when developing a layout design for a brouchure such as the Leeds Museum prospectus that you have developed? Adam & Richard: Layout repitition is the key to a good design, clean and simple designs helps the information to be out across well, but if it is too repitative it can be boring and people won’t look through the brief. Sticking to a grid for the structure helps to start a layout design, but don’t be afraid to break the grid a little, all this well help the design to be rigid.
Both: Saville is a designer who has always influced the deisign work that was being done, the other influences have changed over time and as design interests have changed.
Richard: I was awlays influenced by such things like record covers and this lead to me finding the designer, usually TDR. My influence came form my interests in music and skateboarding.
When you develop a design, in what order do you undertake a project and then in which order do you work? After the meeting with the client, we always brainstorm the ideas we have and choose a direction that we can both work on. We tend to work together on a brief, but after the initial concepts we both usually
sribble some designs down, especially it the brief is for a logo design. But scribbles is all they are, as we don’t have time to spend a lot of time creating designs, we have to work fast so choosing one idea and running with it is the only way to work. It is also easier to work when you can share roles with each other, we both design, Richard does more of the accounts but we both get the chance to work on briefs. I would say that 40% of our time is spent of designing, the rest is on answering emails, accounts, getting quotes, meeting and pitching to Clients. Do you have any last minute tips for designing a layout for a book or brouchure? You have to start with a structure, this structure will help to make the design and usually the grid you work with will give you that structure. Stick to one or two fonts within a layout, do not feel the need to go overboard with the fonts as it will just confuse the design. A page plan will always help with the planning of a publication layout.
Is this a 3D layout, mock-up style or planning on files such as Indesign? Due to the little time we have on briefs, we don’t get the chance to make the mock-ups for clients anymore, not even if it is just for the planning of the brief. I have to admit when working within a smaller company like STB you get more chnace to do these kinds of things, you have the time to meet the client and speak to them direct, contact the printers and create mock-ups. In a smaller company you are expected to do more than just design. We tend to write a list of the pages and make a draft document with the notes in so if you scroll to a page you know what your doing. With large publication layouts it is easy to get lost.
1 - SBT Design work - Leeds museum prospectus
“you have to make the design appealing to the younger audience at the same time considering that the teachers and parents are going to be seeing the design too.� This section of the book is the change to showcase work from simple and straightforward layouts for annual reports, to the larger scale work such as exhibition siganage and packaging. Althought these are different forms of layout, when viewed for their structure, they adhear to the simple, clean and communicate a message through key factors that will be exampled throught the designs.
1 - SBT Design work - Education design work