Launch-Issue

15th May 2011 Spine Launch Issue

Creative students & professionals – network, articles, magazines.

LAUNCH ISSUE

15th May 2011 Spine Launch Issue

Creative students & professionals – network, articles, magazines.

LAUNCH ISSUE

Content.

Concept and design of the Spine platform:

Philipp Condrau

Development of the ‘Spine’ project:

majorproject.philippcondrau.com

Launch magazine design:

Print:

Paper:

Philipp Condrau

Printed by www.magcloud.com Perfect-bound

Text: Matrix matte text stock, 118 gsm

Cover: UV coated Satin cover stock, 216 gsm

PART ONE: BEHANCE. Page 6

PART TWO: SPINE Page 26

PART THREE: 99% SPEAKERS. Page 56

Four Speakers 99% Conference 2011

Ideology and mission Identity Platform: Step by step

Scott Belsky Behance Ideology 99% Think Tank Matias Corea

Introduction

6

The launch magazine gives an insight into the backgrounds, ideologies, functions and possibilities of Spine. Spine is the new platform by Behance, enhancing creative people to exchange and collect thoughts, work, information through the creation of articles and customise their own magazines.

This launch magazine ends with four creative speakers from the 99% conference and the line-up for 2011.

7

The Behance team.

Part one is about the Spine’s client and mothership, it shows of what philosophy and ideology the new platform Spine is part of.

10

SCOTT BELSKY: MAKING IDEAS HAPPEN. 10 – 11

BEHANCE: IDEOLOGY AND NETWORK. 12 – 17

99%: THE THINK TANK. 18 – 23

MATIAS COREA: BEHANCE DESIGN. 24 – 25

12

13 Scott is the founder and CEO of Behance, a company that develops products and services for creative industries. Scott Belsky believes that the greatest breakthroughs across all industries are a result of creative people and teams that are especially productive.

As such, Scott has committed his professional life to help organise creative individuals, teams, and networks.

In the constantly evolving world of creative professions and industries there is a tendency of losing structure and organisation, in a broader way concerning the communication and exchange between industries and creative people.

In 2010 Scott Belsky wrote the bestselling book ‘Making Ideas Happen’.

14

For too long, creative professionals have suffered from inefficiency, disorganisation, and careers at the mercy of bureaucracy. Behance aims to put control into the hands of creative professionals, so the best ideas can see the light of day.

Behance The Behance Network does not only engage the creative world to communicate and exchange in the web. In countries all over the world there are communities and networks evolving and growing by discussing issues, work and exchanging ideas. This example shows that these networks and communications between people and industries do not just rely on digital platforms and start to create real connections. Although there are many elements in the creative world which are changing in a very short amount of time what is in many cases in correspondence with the constantly and expeditiously evolving fields of technology and invention. In the past few years technology and invention has been cruel to the creative professionals and has obstructed creative careers.

According to Scott Belsky, crowdsourcing spec contests, the lack of proper attribution for most creative talent displayed online and inefficient services for career management, are just a few examples of the repercussions on the creative industry, with most of them prompted by fast advancing technologies.

“In the past, resources for finding and managing top talent were extremely limited.”

The core product is the Behance Network, the world’s leading platform for creative professionals across all industries. Members create multimedia portfolios that showcase their work within the Network, as well as throughout partner sites and organisations, and the industry-specific Served Sites. Millions of visitors — including top creative companies, recruiters, editors, and more — come to the Network to see the incredible work and find talent to hire. Through instant and efficient promotion of work, ready access to a global pool of top talent, and a constant stream of the best creative work from around the world — the Behance Network is revolutionising the way creative professionals manage their careers and companies find talent.

15

16

The Behance team is based in Soho, New York.

OUR TENETS

1

We serve creative people and make every effort to listen to, understand, and respect the needs of the creative community.

2

We believe that creative people and organisations have a responsibility to follow through on their ideas for the benefit of their field - and society at large. Behance aspires to share this responsibility as a strategic partner to creative individuals and organizations.

3

Our purpose is to promote a meaningful outcome from creativity. Every Behance product and service directly helps individuals and organisations act on their creative energy.

4

Our products and services are designed by and for creative professionals. We eliminate what doesn’t meet our standards and constantly seek and incorporate feedback to improve our efforts.

5

We have a bias towards action in everything we do. We don’t waste time, and we constantly scrutinise our work for practicality, simplicity, usefulness, and relevance.

6

We leverage our unique position at the epicenter of the creative community to facilitate meaningful collaboration and cross-pollination between creative individuals and organizations, even when no profit is involved.

by the Behance team

17

Christ

Bryan

Michael

Dave

Behance The Team Sara

Scott

Matias

Ever wonder what the fine folks at Behance look like?

Here they are.

19

20

For the creative mind, inspiration comes easily.

But what makes up the other 99 percent of making ideas happen?

21

22

This quote by Thomas Edison forms the foundation for the “99%”, Behance’s research and think tank.

23

‘99%’ is the research and theoretical part of Behance.

Various articles, videos and tips from famous creative minds and the annual conference are part of 99%.

It is the think tank of ‘Behance’ and is an aid in making ideas happen and concentrate on the 99% perspiration.

24

25

CONFERENCE The goal of the 99% Conference is to shift the focus from idea generation to idea execution - providing road-tested insights on how to make your ideas happen. We don’t want to give you more ideas, we want to empower you to make good on the ones you’ve got.

MATIAS COREA

26

Behance Chief Designer

27

I spent my school years freelancing out of my father’s architecture studio, so architecture and urbanism have had a huge influence on the way I approach design. From form to function.

Following school in La Massana, I spent two years working for various small design shops in Barcelona like Zeligmedia, M.A.Y.A Design, and Triada Communication Agency. Eventually I felt that I needed to leave Barcelona to look for other opportunities, and I found myself heading to NYC in October 2002.

I was lucky to be hired by Michael Ian Kaye (former Creative Director at Oglivy) to work at AR Media, where I had the chance to work on accounts such as Versace, Dolce & Gabanna, Valentino, Ann Taylor, Naturalizer, Influence Magazine, Escada, and many more.

After that, I worked for Pro Am under the strict vigilance of John Malcolmson and Simon Endres, where I learned the craft of branding, and a love for design process.

Now I find myself as Chief Designer at Behance, trying to make the lives of other creatives better.

The idea and role of the platform ‘Spine’ and the possibilties it offers, adding to the ‘Behance Network’ and ‘99%’.

Development of Spine: majorproject.philippcondrau.com

SPINE: IDEOLOGY AND MISSION. 30 – 31

THE PLATFORM: IDENTITY. 32 – 35

SPINE PLATFORM: STEP BY STEP. 36 – 55

SPINE Publish your work and ideas.

Creative students and professionals.

32

Create your articles.

Customise your magazines.

Build your Network on Spine.

Exhange between creative industries.

WHAT IS SPINE? IDEOLOGY MISSION

Spine is a platform, by Behance, providing a service to students and professionals in all creative industries, which is different to the Behance Network.

The main aim of Spine is to get creative students and professionals exchange their work, ideas, informations about events and competitions through the creation of articles. The user is able to design his own article, based on the template and online tool provided by Spine.

The process of defining an article’s tags, primary and secondary creative fields and type of content, enables the user to browse for specific articles.

Beside the exchange and interaction through article spreads there is the possibility to create and customise magazines, by defining the content for each article.

Then the articles will be ‘collected’ automatically and assembled to the magazine, fitting the users liking.

The customised magazines outcome can be a printed version, an online version or a version for the iPad. The differentiation between students and professionals is useful because then the users know who are they dealing with and who is part of their network on Spine.

Another beneficial aspect of the differentiation is to help professionals look for talents and talents look for professionals, when they start to gain ground in the professional creative industry.

33

LOGO / NAME

34

A magazine's spine.

The Backbone.

A team’s spine.

spine |spīn| noun A series of vertebrae extending from the skull to the small of the back, enclosing the spinal cord and providing support for the thorax and abdomen; the backbone.

• figurative a thing's central feature or main source of strength : players who will form the spine of our team.

• figurative resolution or strength of character.

• the part of a book's jacket or cover that encloses the inner edges of the pages, facing outward when the book is on a shelf and typically bearing the title and the author's name.

SPINE – IDENTITY

DIN Light – 40pt/48pt

DIN Regular – 40pt/48pt

DIN Medium – 40pt/48pt

DIN Bold – 40pt/48pt

DIN Black – 40pt/48pt

“GENIUS IS 1 PERCENT INSPIRATION AND 99 PERCENT PERSPIRATION.” 35 Colour specifications

Primary Colour/Graphic elements

C: 0 M: 0 Y: 0 K: 100 10%

95%

Pantone Solid: 179 M

Students/Graduates

C: 0 M: 79 Y: 100 K: 0 10%

70%

Pantone Solid: 307 M

Professionals/Studios

C: 100 M: 16 Y: 0 K: 27 10%

70%

ICONS

36

Arrow black

Arrow white

Colour Palette

Rotate

Type Tool

Edit

Print

Pen tool

Shapes

Effects

Image

Stroke

Twitter

Grid

Follow

Close

Behance Behance Prosite

No tick

Tick

Add Friend

View

Invisible

Edit 2

Statistics

Buy

Information

Follow 2

Magazine

Buy

Comment

Appreciate

Profile

Friend

Featured

Article / Content Log In

Network

Forward

Sent Message

Gallery

Message

Inbox

E-Mail

37

SPINE: The Online Platform Step by Step

38

This step by step guide shows the navigation and visual appearance of the Spine platform.

THOMAS BARRYMORE

PROFILE

MESSAGES

NETWORK

ARTICLE

MAGAZINE

LOG OUT

YOUR SPINES

39

2

Profile page 40

1

Personal Navigation Sign up / Log in Search page 38

3

Article page 42

4

Magazine page 52

Step 1: Login and personal Navigation SIGN UP LOG IN SEARCH PERSONAL NAVIGATION 1

The secondary navigation contains the ‘Sign up’ and ‘Log in’.

Aswell as the personal bottom bar navigation, meaning your personal messages, your ‘Network’ listing friends, associates, followers and studios. In the ‘Your Spines’ there are all your articles and publications listed.

SIGN UP

40

THOMAS BARRYMORE

LOG OUT

MESSAGES

NETWORK

YOUR SPINES

MESSAGES NEW MESSAGE RECIEVED SENT

NETWORK Student / Graduate (orange)

FRIENDS ASSOCIATES STUDIOS

Professional (blue)

FOLLOWERS

YOUR SPINES MAGAZINES ARTICLES

41

Viewing someone’s profile on Spine provides the viewer with informations about the user, his/her network and statistics.

Through the profile page one can contact the user, send messages, add as friend or just follow his work. Also his/her articles and customised magazines can be viewed and rated.

Step 2: View Profile PROFILE VIEW

PROFILE THOMAS BARRYMORE 42

INFORMATION NETWORK CONTACT STATISTICS ARTICLES MAGAZINES SEND MESSAGE ADD FRIEND FOLLOW

2

FRIENDS

ASSOCIATES

STUDIOS

FOLLOW

Charles Edison

Mathias Porter

Eduard Jackson

Ian Johnson

Ian Johnson

Bruce Butcher

Zafeiris Illiopoulos

Roger Moulin

Bob Metcalf

Norio Fujikawa

Louis Babtiste

Zafeiris Illiopoulos

Roger Moulin

Roger Moulin

Roger Moulin

Bruce Butcher

Zafeiris Illiopoulos

Andreas Grün

Tom Vendetta

Andrej Pelé

1/5

Visit Behance Portfolio Visit Behance Prosite Send E-Mail Follow on Twitter Visit Website

43

The first part of the two key elements and possibilities on Spine is the article creation. The user can download a template and build his/her article in InDesign, or use the online tool, provided by Spine. The online tool is a simplified version of some of the InDesign tools.

Before creating an article the user has to provide certain information about the article, so the article appears at the right place in the gallery-filters.

Step 3.1: Create Article ARTICLE CREATE

CREATE NEW ARTICLE 44

INFO CONTENT TEMPLATE

OUTPUT SAVE SETTINGS DESIGN ARTICLE

3

Choose from list

Choose from list

45

ARTICLE BY: THOMAS BARRYMORE

AUTHOR’S NAME

46

6

PLYMOUTH

ART

EXHIBITION

PAINTING

Title: The British Art Show in Plymouth 2011

BARBICAN

ARTICLE’S TAGS

CREATIVE FIELDS

ARTICLE’S TITLE

47

TEMPLATE ARTICLES

PAGE NUMBER

7

ARTICLE BY: THOMAS BARRYMORE

10

MESSAGES

GRIDS

NETWORK

2

3

4

7

YOUR SPINES

THOMAS BARRYMORE

PROFILE

ARTICLE PLYMOUTH

EXHIBITION

COLOURS

MAGAZINE ART

LOG OUT

Title: The British Art Show in Plymouth 2011

PAINTING

BARBICAN

EFFECTS Normal

STROKE Weight: 1pt Type:

11

ZOOM

CREATE ARTICLE

CREATE ARTICLE – ONLINE TOOL

The view other user’s articles in the gallery you can filter what type of articles will be displayed. See the filter below. The user then can click on an article to view it fullscreen, appreciate it, so he could include it to his magazine later on.

Step 3.2: Gallery – Articles ARTICLE GALLERY

50

3

VIEW ARTICLE APPRECIATED FEATURED

37

3/5

COMMENTS

12 51

VISION QUEST – Article by Thomas Barrymore COMMENTS

Carlos Ramírez

(see profile)

Magical piece of work!

Federico Mariani

(see profile)

I love I love IT!! Sono un grande amante dell’infografica e del mood retrò. Questo progetto ne è un bellissimo esempio. Bravi!

Massimo Marson

(see profile)

Un ottimo modo per rappresentare le “Informazioni”, complimenti!

Louise Ormerod

(see profile)

there are some really beautiful compositions here and I just love the detail.

1/2

APPRECIATE ARTICLE

re

CLOSE ARTICLE

USE IN MAGAZINES

VIEWS

APPRECIATED

FEATURED

4

62

37

3/5

VIEW ARTICLE – FULLSCREEN

To customise your own magazine you define the contents for each individual article. The articles will then be collected automatically and you can change and view the magazine in the provided flatplan.

Step 4: Create Magazine MAGAZINE CREATE

54

ARTICLE 1

ARTICLE 11

ARTICLE 2

ARTICLE 12

ARTICLE 3

ARTICLE 13

ARTICLE 4

ARTICLE 14

ARTICLE 5

ARTICLE 15

ARTICLE 6

ARTICLE 16

ARTICLE 7

ARTICLE 17

ARTICLE 8

ARTICLE 18

ARTICLE 9

ARTICLE 19

ARTICLE 10

ADD ARTICLE

4

55

FLATPLAN

PROFILE

Title: Metronomy

ARTICLE 1

ARTICLE 6

ARTICLE 2

ARTICLE 7

ARTICLE 3

SEND MESSAGE ADD FRIEND ARTICLE 11 ARTICLE 16 FOLLOW ARTICLE 12

ARTICLE 17

ARTICLE 8

ARTICLE 13

ARTICLE 18

ARTICLE 4

ARTICLE 9

ARTICLE 14

ARTICLE 19

ARTICLE 5

ARTICLE 10

ARTICLE 15

Art1

Hyde Park Barracks

Art2

Ankaris Personal Projects

Art3

Print and Publishing

Art4

Leda and the Swan

Art5

Fer y Nora

Art6

Aymara – Type

APPRECIATED

12

ARTICLE Magazine Number: NB-234-67

www.spine.com

VIEW MAGAZINE FEATURED

COMMENTS

Art1

Hyde Park Barracks

Art1

Hyde Park Barracks

Art2

Ankaris Personal Projects

Art2

Ankaris Personal Projects

Art3

Print and Publishing

Art3

Print and Publishing

Art4

Leda and the Swan

Art4

Leda and the Swan

Art5

Fer y Nora

Art5

Fer y Nora

Art6

Aymara – Type

Art6

Aymara – Type

Art1

Hyde Park Barracks

Art1

Hyde Park Barracks

Art2

Ankaris Personal Projects

Art2

Ankaris Personal Projects

Art3

Print and Publishing

Art3

Print and Publishing

Art4

Leda and the Swan

Art4

Leda and the Swan

Art5

Fer y Nora

Art5

Fer y Nora

Art6

Aymara – Type

Art6

Aymara – Type

1/5

3

by Thomas Barrymore

CREATE Art1

Hyde Park Barracks

Art1

Hyde Park Barracks

Art2

Ankaris Personal Projects

Art2

Ankaris Personal Projects

Art3

Print and Publishing

Art3

Print and Publishing

Art4

Leda and the Swan

Art4

Leda and the Swan

Art5

Fer y Nora

Art5

Fer y Nora

Art6

Aymara – Type

Art6

Aymara – Type

VIEW MAGAZINE

VIEW MAGAZINE – FULLSCREEN

59

Four speakers talking about making ideas happen at the ‘99% Conference’ by Behance.

Also includes a line-up for the conference 2011.

61

99% CONFERENCE: FOUR SPEAKERS. 60 – 67

99% CONFERENCE: LINE-UP 2011 68 – 69

John Maeda is a world-renowned artist, graphic designer, computer scientist and educator whose career reflects his philosophy of humanizing technology.

For more than a decade, he has worked to synthesize technology, education and the arts into a 21st-century model for creativity and innovation.

As president of Rhode Island School of Design (RISD), a position he assumed in June, 2008, Maeda champions the vital role artists and designers play in fueling our contemporary creative economy. He sees RISD’s emphasis on critical thinking and critical making - on making tangible objects by hand - as increasingly relevant in an overly digital world. As president, he is working to connect RISD to the political, economic, social and business spheres - areas where the untapped potential of artists and designers can make a difference. To ensure the broadest possible access to a RISD education, he has also made fundraising for scholarships a top priority.

Maeda’s early work redefined the use of electronic media as a tool for expression by combining skilled computer programming with traditional artistic technique. This laid the groundwork for the interactive motion graphics that are prevalent on the web today. As a digital artist, Maeda has exhibited in well-received one-man shows in London, New York and Paris.

His work is in the permanent collections of the Museum of Modern Art, the San Francisco Museum of Modern Art and the Cartier Foundation in Paris. He is a trustee of the Smithsonian’s Cooper-Hewitt National Design Museum and currently serves as a Director for PopTech and on the Design Advisory Board for Proctor & Gamble. He has also designed advanced commercial projects for major corporations such as Cartier, Google, Philips, Reebok and Samsung, among others.

In 2008 Esquire magazine named Maeda one of the 75 most influential people of the 21st century. In 2001 he earned a National Design Award in the US; in 2002, the Mainichi Design Prize in Japan; and in 2005, the Raymond Loewy Foundation Prize in Germany.

A former professor at Massachusetts Institute of Technology, Maeda taught media arts and sciences there for 12 years and served as associate director of research at the MIT Media Lab. He has published four books, with his most recent, The Laws of Simplicity, now translated into 14 languages. Maeda has lectured widely, including at Carnegie Mellon, Columbia, Harvard, Princeton, the Royal College of Art, Stanford and UCLA; at the Centre Pompidou, TED conferences and Walker Art Center; and for corporations such as Herman Miller, Sony, Steelcase, Toshiba and Yahoo!.

A native of Seattle, WA, Maeda earned both a bachelor’s and a master’s degree in Computer Science and Electrical Engineering from MIT, followed by a PhD in Design Science from the University of Tsukuba Institute of Art and Design in Japan and an MBA from Arizona State University.

Watch video online: www.the99percent.com > Conference > 2010

63

Stefan Sagmeister formed the New York-based Sagmeister Inc. in 1993 and has since designed for clients as diverse as the Rolling Stones, HBO and the Guggenheim Museum. Having been nominated five times for the Grammies, he finally won one for the Talking Heads boxed set. He also earned practically every important international design award. In 2008, a comprehensive book titled “Things I Have Learned in My Life So Far” was published by Abrams. Solo shows on Sagmeister Inc’s work have been mounted in Zurich, Vienna, New York, Berlin, Tokyo, Osaka, Prague, Cologne, Seoul and Miami. He teaches in the graduate department of the School of Visual Art in New York and lectures extensively on all continents.

As a native of Austrian, he received his MFA from the University of Applied Arts in Vienna and, as a Fulbright Scholar, a master’s degree from Pratt Institute in New York.

65

Watch video online: www.the99percent.com > Conference > 2010

66

Born in Seoul, Korea, and raised in São Paulo, Brazil, Ji Lee studied design at Parsons School of Design. He currently works as the Creative Director at Google Creative Lab in New York and teaches design at School of Visual Arts. In the past, Lee has worked as the branding director at Droga5 and art director at Saatchi & Saatchi.

Ji Lee is the founder of the widely publicized Bubble Project and the author of two books: “Talk Back: The Bubble Project” and “Univers Revolved: a 3-Dimensional Alphabet.”

Lee has given numerous lectures including Harvard University, MIT and MoMA. Lee’s work has appeared in ABC World News, The New York Times, Newsweek, The Guardian, Wired among others.

67

Watch video online: www.the99percent.com > Conference > 2010

68

MICHAEL BIERUT

Michael Bierut was born in Cleveland, Ohio in 1957, and studied graphic design at the University of Cincinnati’s College of Design, Architecture, Art and Planning, graduating summa cum laude in 1980. Prior to joining Pentagram in 1990 as a partner in the firm’s New York office, he worked for ten years at Vignelli Associates, ultimately as vice president of graphic design.

His clients at Pentagram have included The New York Times, Saks Fifth Avenue, The Council of Fashion Designers of America, Harley-Davidson, The Minnesota Children’s Museum, The William Jefferson Clinton Foundation, Mohawk Paper Mills, the New York Jets, Princeton University, the Brooklyn Academy of Music, and the Morgan Library and Museum.

He has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art and the Metropolitan Museum of Art in New York, and the Musee des Arts Decoratifs, Montreal. He has served as president of the New York Chapter of the American Institute of Graphic Arts (AIGA) from 1988 to 1990 and is president emeritus of AIGA National. He also serves as on the boards of the Architectural League of New York and New Yorkers for Parks. Michael was elected to the Alliance Graphique Internationale in 1989, to the Art Directors Club Hall of Fame in 2003, and was awarded the profession’s highest honor, the AIGA Medal, in 2006. This year, he was named winner in the Design Mind category of the Cooper-Hewitt National Design Awards.

Michael is a Senior Critic in Graphic Design at the Yale School of Art, and a Senior Faculty Fellow at the Yale School of Management. He writes frequently about design and is the co-editor of the five-volume series Looking Closer: Critical Writings on Graphic published by Allworth Press. His commentaries about graphic design in everyday life have been heard nationally on the Public Radio International program “Studio 360” and his appearance in Helvetica: A Documentary Film is considered by many that movie’s funniest moment. Michael is a co-founder of the weblog DesignObserver.com, and his book 79 Short Essays on Design was published in 2007 by Princeton Architectural Press.

Watch video online: www.the99percent.com > Conference > 2010

69

SPEAKERS 2011 99% Conference JARED COHEN

SORAYA DARABI

AARON DIGNAN

70

MICHAEL B. JOHNSON

SIMON SINEK

ANDREW ZUCKERMAN

BETH COMSTOCK

JOSHUA FOER

LAURA GUIDO-CLARK

CHRIS GUILLEBEAU

YVES BÉHAR

STARLEE KINE

LINDA ROTTENBERG

71

Sources text and imagery: www.pbnl.fr www.jeffrutherford.com www.lifeisapromise.com www.portfolioimprint.com www.ecx.images-amazon.com www.fotowettbewerb.hispeed.ch www.the99percent.com www.juanosborne.files.wordpress.com www.risd.edu www.mnilive.com www.pleaseenjoy.com www.adrants.com www.typoberlin.com Dissertation 2011, Philipp Condrau Parris Whittingham Photography

Spine is a platform, by Behance, providing a service to students and professionals in all creative industries, which is different to the Behance Network.

The main aim of Spine is to get creative students and professionals exchange their work, ideas, informations about events and competitions through the creation of articles. The user is able to design his own article, based on the template and online tool provided by Spine.

The process of defining an article’s tags, primary and secondary creative fields and type of content, enables the user to browse for specific articles.

Beside the exchange and interaction through article spreads there is the possibility to create and customise magazines, by defining the content for each article.

Then the articles will be ‘collected’ automatically and assembled to the magazine, fitting the users liking.

The customised magazines outcome can be a printed version, an online version or a version for the iPad. …