DGC

DGC 1180 Communication Design: History and Theory De - Signers Chan Nga Man 10009361 , Cheung Yat Yeung 10007547, Ip Jeremy 10016929, Ng Sum Chi 10019588, Tam Suet Long 10011005

INTRODUCTION

At first, we decided to focus on a topic which is related to symbol. Then we found some research about emotion symbol such as “:-)” and “Orz”. They are some simple images to show a non-object feeling. We studied it and found a question which is why a “:-)” can represent happy or a smile.

As we leant deconstructionism in our lessons, we tired to deconstruct those symbol and hoped to find anything interesting. During the experiment period, we found that band logo is also a symbol, which represents a complex idea, the company. But it is a different that the companies owned their logos, the logo images. Those companies used lots of advertising to lead us to create a bridge between the logo and the company in our mind. Indeed, they have no right to own any image and our freedom of imagination about that image.

Therefore we changed our focus to band logo. We want to show our complain via this project. In this project, we would like to deconstruct the logo and reconstruct it by changing their size, color and function. In this way, we can show that we own back those image and we can make fun on it. Those images are not belonged to those companies anymore.

deconstruction-THEORY

Deconstruction denotes the pursuing the meaning of a text to the point of exposing the supposed contradictions and internal oppositions upon which it is founded—supposedly showing that those foundations are irreducibly complex, unstable, or impossible (Li and Chang, 1.1). It is an approach that may be deployed in philosophy, literary analysis, or other fields.[citation needed] Deconstruction generally tries to demonstrate that any text is not a discrete whole but contains several irreconcilable and contradictory meanings; that any text therefore has more than one interpretation; that the text itself links these interpretations inextricably; that the incompatibility of these interpretations is irreducible; and thus that an interpretative reading cannot go beyond a certain point.{Li and Chang, 1.1} Derrida refers to this point as an aporia in the text, and terms deconstructive reading "aporetic." (from WIKI)

deconstruction-our case

There are lots of companies using some images (not abstract) to design their logos. Most of their logos are dominating the images in people mind. For example, when we see an apple, we think of the brand Apple; when we see a tick, we think of Nike. They make the images lose their original meaning and only represent the brand.

According to the theory of deconstruction, an image can have several meanings under our imagination and interpretation. However, in our commercial society, once the image becomes a brand logo, the company can easily occupy it. Then, we may gradually forget other interpretation of an image. Imagination and interpretation are our inborn abilities. They also are important to develop our creativity. We have to change this commercial phenomenon. We do not want the brand to dominate our mind.

We do not want our images lose its power of inspiration.

It must not be only one representative of the brand. We aim to change the meaning of those logos.

We try to present our idea with the following six manifestos. as we know, manifestos have to be clear and conspicuous. In order to understanding, we do use simple words in our manifestos, even using metaphors.

manifestos

1.

We have our own thoughts about Your Logo.

2.

We own your Logo, It's our Image!

Brand logos are the perfect example of taking an image that we all familiar with, and turnning it into something represent ing them, make the image theirs. Once the image was taken by a brand and have been made into a logo, it will become a symbol of the brand, means only their style, their attitude, only interput the way the brand wants it to interput. Then, the image become onedimentional.For example, the sports brand PUMA took the image of a leopard as their logo, the image of leopard have become the representative of PUMA, we treat it as an energetic icon, sporty items, or even have it connected to sports wears directly everwhere we sees it.

However, we are all indivitual mind, we should have our own thoughts towards every image, our imagination should not be controled by the brand. we do not have to follow the plan of the brand, a leopard should not be meanning "sports wears".Also, each image should be multi-dimention, it has different meannings and interputations in every person's mind.But when a brand take it as a logo, it also take away all those meannings and possibilities it has. When it happens,the world have lost so much diversity.Hence, we are not ok with brands dominating images, because we should be the one that supposed to own the images.

manifestos

3.

Logo is not just a word found in Dictionary.

LOGO is not just a word found in Dictionary because it is not supposed to have certain and limited meanings. In some ways, Words and Images are both treated as Visual or Verbal expressions, just depend on how we define it.

The combinations of Words and Images can be devided or deconstructed. We all know that those words in dictionary contains specific meanings. usage, part of speaches. We can't add strokes, points or whatever we want due to the restrictions on the etymology. Otherwise, it will be considered as "Wrong" and can't be accepted. However, refer to our Design manifesto, Design a Logo is not totally same as writing or spelling. It can be deconstructed. It should not be strictly limited in certain situations. Logo can have many variations, no matter color, form, point, line. If we change a bit of the logo's image, it still contains some original meanings or at the same time, some others implications and sarcasm maybe added. Meanings of Logo is Countless just because it have distinct meanings towards different audiences.

manifestos

4.

Logo is not a Sear, but a Sticker.

Logo should not be a sear imprinted on a limited area like its brand product or advertisement. It should be a sticker that we can stick it on somewhere we like and can pick it up again and again to transfer it to another places. Since location is also a factor affecting our imagination of the logo, when we put it at different places, it can interpret another meaning out of the brand. For instance, when the brand logo, Apple, is put on the image of trees instead of computers or mobiles, it becomes an apple, a kind of fruit again. That means by relocating the logo, the image of the brand logo can regain the original meaning of the image.

manifestos

5.

Logo is not a Chop but a Brush.

In our daily life, logo always be presented same colour, shape, size and so on. We may think that all logos from the same company are a chop. When a company wants to identify their own product, it will place logo on their product. It makes logo have only one meaning. However, did you think that all the logo have their own identity? It should not contain only one meaning. It should be a brush rather than a chop. Each presentation of the logo should have its own meaning as brush. When a logo is presented on a product, it can associate the product or reinforce the feeling to audience. When a logo is presented on an environment, the logo is connected with the environment as installation. Therefor, although all the logos from the same company or organization are the same, as an artist we should think further more. Each logo should bear different functions and roles in the society rather than presenting one meaning or one company only.

manifestos

6.

Logo is not an Island, but can be in a relationship.

A brand logo is usually placed alone which like an island.

The meaning and the representing of the logo are clear and direct. It is because placing brand logo is a marketing issue. Normally, it is selling a product, promoting a brand and occupying a place. However, when logos are placed together without any barrier. It can become many story from our imagination. For example, when a man from KFC logo sit on the hill from Mcdonalds' M, we will think that KFC is stronger than Mcdonalds. Therefore, a logo can find a partner and creative their own special story.

The company should not own the logo and they do not have the right to own that image.

visual presentation

http://youtu.be/kUJh7rS1qg0

In our video, we use many logos. They are from wellknow companies. For resonating our idea, we use those logos as normal image and present a story.

In the story, we can see that those logos are not only presented one meaning, but also it can be transformed, changed and scaled to present other meanings or interpretation. That is what we want to announce through deconstructing the image.

target audience

No matter the manifestos or visual presentation, our target audience are very clear—people who are influenced by the commercial society and loss their own imagination or interpretation.

Living in the commercial society, people always facing lots of repeating logos. In their busy life, they will not have other interpretation of a logo. They only believe what the commercial company tells them. Not only interpretation, but also basic judgment to the company will be lost.

Therefore, we present our manifestos and video in simple and interesting way respectively. The main idea is to aware the people who are living in commercial society to protect their inborn ability rather Indulge in a convenience society.

legibility

Different Scenes Puma – Real Leopard KFC – Elderly Twitter - Bird Mcdonald – Mountains Nike – Winds Adidas – Flowers, marks of grab of PUMA Starbucks – Monster Shell – Stairs Playboy – Rabit Apple - Energy Microsoft Window – Symbol of WIN Above logos are well uses in our society, especially in developed city. For better legibility, we use them in our video and give them the original meaning of the image.

They no longer present a commercial company. They have their own identity. As audience, they can identify those logos easily. Also, they can understand what the meaning of video conveys.

effect

a. memorization As above mentioned, we always use simple words and image to present our idea. The main purpose is make audience remember the idea and raise discussion among the society. We believe it has already done. Although the quality of the video is not very well, some people are interested our video, especially teenager. That is what we expected. Teenager not only like to wear those brands on their clothing, but also like to discuss social problems.

We believe that they will remember the video and discuss our idea due to familiar topic. b. active life of the design Our idea definitely positive to our life, even in design field. As a audience or designer, interpretation and imagination are important element in creativity. We can make something new through those elements. Also, we are enjoying creativity ideas or products in our life. As a designer, he/she can have a widely thought to create their works.

Conclusion

We have accomplished our goal: deconstructing brand logos so as to change their meanings. In our work, we deconstruct the brand logos by adding, reducing, relocating, reshaping and resizing. Every brand logo no longer represents the brand but has different meaning that we like to interpret. The images of the logos play a role in our story and finally belong to us. We believe our work is clear to show our eager to change the brand logos as well as the way we see those logos. Our playful method to change is interesting and is able to draw people attention to play around with the logos or any things we are familiar with in our daily lives. We hope it can inspire our audience to play around with the logos and to change any other usual subjects to construct their own story.