visual literacy

ramos body wash ® Shower Measuring Formula

visual literacy Academy of Art University // Fall 2007 // Victor Ramos

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2

ramos body wash ®

Hopefully you measure your shower everyday like we do. But if you don’t, it doesn’t matter, that’s what ramos body wash ® is for. Specially formulated, our body wash helps you calculate the various things occurring simultaneously in the shower.

DIRECTIONS: Gather measuring devices such as voice recorder, wife, pen, paper, drain clog, and hair trap. Position wife and recording device away from shower area. Place drain clog and hair trap in appropriate location. Tur n shower-water to desired temperature. Begin recording device. Undress and step into shower stall while dictating items to wife that need to be measured. Attempt to simulate a normal shower condition as close to possible.

Rinse thoroughly using a liberal amount of body wash, taking care to avoid contact with eyes and open wounds. Repeat as desired. Tur n water and voice recorder off, dress, and begin analyzing data.

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ramos body wash ®

N .

TALENT SCOUTS

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= 35,000

=5

= 2

=1

=1

INGREDIENTS: WATER DROPS, CLOSING EYES, MOVING FEET, BODY HAIR INCLUDING PUBIC AND HEAD, RANDOM IDEAS, YELLOW #23, DDT, MENTAL ANGUISH, LOVING WIFE, VOCALIZATION, SLEEP DEPRAVATION, PEN, PAPER, GRAPHICUS KE NT UCKY W HI SKEY DEZYINE, DEAD AMOEBASTIC, PAPER, AMMO, DETERMINATION, ITUNES, IPOD, WACOM TABLET, COCAMIDOPROPYLBETAINISOTHIAZOLINONEME T H Y L I S O T H I A D I H Z O L I N O N E M E T H Y375 L C Hml. LORO, CAFFEINE, BURRITOS, CITRATE, PANTALONES, MILK OF PIGMY GOATS, GR618FA#07, THISMAY, ORMAYNOTSUCCEED, GLYCERINE, PETROLEUM, BROWN 33, LIC. B3, 6695 91, RED 5, (CR76290)

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NOELOPAN

W W W. M E T A L W A R R I O R S . C O M

CAU T ION

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Shower Measuring Formula With Maximum Accuracy

375 ml.

MEASURE COUNT:

75% ALCOHOL

2 NAPOL

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I never thought someone couldramos body wash GUAR ANTEE: If you are not completely satisfied with this project, call me mom. please give constructive, (or de-constructive) feedback ®

and we will gladly make any and all changes. We strive to make our visual literacy consumers as happy as possible.

For questions or comments: www.ramosbodywash.com or call us anytime at 1-800-567-5369

400 A N FA N G S Z E I T E N : 615 830

145 400

SONNTAGS: 615 N ET 19. 5 F L . O Z (5 9 0 m L )

830

Distributed by Project Four, A.A.U © San Francisco, CA. 94109 MADE IN MEXICO U.S. Permit A#036-610-030

Cruelty Free

Please Recycle

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Project One | part one // Reconfiguring and Channelling the Masters // Reconfiguring

The premise was simple­â&#x20AC;&#x201D;take a piece of modern design apart to see how it works. I was provided a single example of a poster designed by Josef MĂźller-Brockmann, Jan Tchichold and Herbert Bayer and asked to pick one, I chose Jan Tchichold. Using digital tools, I re-configured the poster into nine new compositions (three each) progressively incorporating color, contrast and scale.

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A RSCHLOCH

NOELOPAN

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WIR STELLEN ALLE MILCH UND P LÄTZCHEN ZUR VERFÜ-

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NOELOPAN

E RWÄHNTEN WIR DORT SIND M ILCH UND P LÄTZCHEN ?

NICHT SEIN , KOMMEN SEHEN DIE

wenn du uns nicht hörtest ODER NICHT A UFmerksamkeit ZAHLTEST, UNS SIE WIEDER SAGEN LASSEN,

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AN FAN G SZEITEN: 6 830

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SONNTAGS: 6

15

ANFANGSZEITEN

SONNTAGS

400 615 830 145 400 615 830

8

30

Victor Ramos

Project 1A / Placement No. 1

Victor Ramos

Project 1A / Placement No. 2

Victor Ramos

Project 1A / Placement No. 3

Victor Ramos

Project 1A / Scale No. 1

Victor Ramos

Project 1A / Scale No. 2

Victor Ramos

Project 1A / Scale No. 3

Victor Ramos

Project 1A / Color No. 1

Victor Ramos

Project 1A / Color No. 2

Victor Ramos

Project 1A / Color No. 3

Project One | part two // Reconfiguring and Channelling the Masters // Channelling

The second part of this project consisted of choosing three known desingers and creating three posters in their voice based on the previous project. Along with the posters, I was asked to create an essay in the similar style for each designer. My chosen desingers were: Saul Bass, David Lance Goines and Edward Fella.

DAVID

LANCE

GOINES

ARTIST AND DESIGNER

I first got introduced to David Lance Goines a few years ago after noticing his work for the restaurant “chez panisse” in Berkeley. I was instantly drawn to his vibrant and masterful use of colors and elegant illustrations, which never get old. david goines was born May 29, 1945 in Grants Pass, Oregon, and is the oldest of eight children. His father was a civil engineer, and his mother an accomplished artist and calligrapher.

He went to the University of California at Berkeley as a Classics major, but never completed his term. In 1968 he founded Saint Hieronymus Press in Berkeley, where he has remained since learning his trade. He designs his work there and uses traditional print methods such as letterpress and photo-offset lithography.

His other influences come from a study of 5th to 9th century Irish art, along with other influences by Giotto, Botticelli, Magritte, the cubist, surrealists, Art Nouveau (particularly the Scottish nouveau), the Jugendstil, Japanese woodcuts and films by Fritz Lang. His artwork is bold with simplified linework, color & design. he has been exhibited in more than one hundred one-man and group shows, both national and international, and has been reproduced in numerous professional publications. Goines conceptualizes heavily for his poster productions. generally, A poster takes him about two hundred hours, a good half of which is invisible thinking, as he puts it. Currently, he suggests there is a “fathomless” demand for design work, particularly for posters.

Victor Ramos

Project 1B / Style (David Lance Goines Essay)

ANFANGSZEITEN

SONNTAGS

400 615 830 145 400 615 830 TSCHICHOLD

Victor Ramos

Project 1B / Style (David Lance Goines)

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Victor Ramos

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Project 1B / Style (Saul Bass Essay)

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Victor Ramos

Project 1B / Style (Saul Bass)

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INSTRUMENTS . His serious work, which is an endless exploration of expressive typography, results in six to twelve small posters a year, consisting of meticulously hand-drawn letter forms, self-published in one-color on sheets of 11 x 17-inch paper.

FORM GOES LIKE THIS: HE WAS BORN IN D ETROIT MOTHER; HE IN 19 38 WAS THE OL TO IMMIGRAN DEST OF FI HAD TO DO T PARENTS, VE KIDS ( THE WAS " GIVE GERMAN FATHER EASIEST, HI HIM A PEN AND S MOTHER US AND SOME PA FROM UNTIL ED TO SAY, PER AND HE DIE PEN OR 'D CRAWL OFF BECAUSE AL PAPER RAN L SHE TO A CORNER OUT") . H TO DRAW, E ATTENDED STRONG ART AND NOT BE CASS TECHNICAL PROGRAM TH HEARD AT, USING H IG H DESIGN. H THE B AUHAUS SCHOOL, A TRAD E BEGAN WO FOUNDATION E SCHOOL WI RKING PROF COURSES, MA TH A ESSIONALLY DE NO DIST AT 18 AS DECORATIVE INCTION BE A COMMERCI ILLUSTRATI TWEEN ART AL ARTIST, ON, ALL TH AND E WHILE CO PRODUCING LAYOUTS, LE NTINUING TO TTERING, AN MAKE HIS OW D N ART. F OR '60TH HE RENT A FEW YEAR S IN THE ED A STUDIO EA RL Y AND PRODUC ED LARGE AB STRACT PAIN TINGS.

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"I AM INTERESTED IN GRAPHIC DESIGN AS ART, THIS IS A KIND OF ART PRACTICE THAT USES FORMS THAT COME OUT OF GRAPHIC DESIGN, DECORATIVE ILLUSTRATION, AND LETTERING, ALL MIXED TOGETHER.”

PERFORMS ALL HIS DESIGNS ON PAPER WITH A BALLPOINT PEN.

HE METICULOUSLY HAND-RENDERS EACH LETTER FORM, CREATING AN “ORNAMENTAL” OBJECTS IN HIS WORK. FELLA ALWAYS HAS A SKETCHBOOK IN PROGRESS, FINISHING ONE, ON AVERAGE, EVERY THREE MONTHS. HE DRAWS WHILE WAITING FOR A MOVIE TO BEGIN, LISTENING TO LECTURES, OR WHILE IN BED LISTENING TO A BOOK-ON-TAPE, MUSIC, OR WATCHING TV. FELLA READS A GREAT DEAL, INCLUDING POETRY, BUT HE DOESN'T CONSIDER THE WORDS IN HIS OWN DRAWINGS "REAL POETRY." HE MAINTAINS THAT THE DRAWINGS ARE AN UNCONSCIOUS DISCHARGE OF ALL THE STYLES AND FORMS THAT I USED AS A COMMERCIAL ARTIST FOR 30 YEARS, SO HIS UNCONSCIOUS HAS ALL THIS “STUFF” IN IT, AND NOW, BECAUSE HE DOESN'T HAVE TO MAKE MEANING ANYMORE, HE CAN JUST USE THE TECHNIQUES, LIKE A MACHINE THAT HAS LONG AGO STOPPED MAKING WIDGETS, BUT THE MACHINE IS STILL RUNNING. HE’S STILL MAKING STUFF. ENDLESS ARRAY OF TYPOGRAPHY, ALONG WITH INCORPORATING DINGBATS AND OTHER

Victor Ramos

Project 1B / Style (Edward Fella Essay)

NAPO

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i EIN

A RSCHLOCH

NOELOPAN

PALAST

WIR STELLEN ALLE MILCH UND P LÄTZCHEN ZUR VERFÜ-

GUNG, DIE DU ESSEN KANNST. GEKOMMEN DAS VORZÜGLICHE

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G ESTALTUNGSARBEIT

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NOELOPAN

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E RWÄHNTEN WIR DORT SIND M ILCH UND P LÄTZCHEN ?

NICHT SEIN , KOMMEN SEHEN DIE

wenn du uns nicht hörtest ODER NICHT A UFmerksamkeit ZAHLTEST, UNS SIE WIEDER SAGEN LASSEN,

400 15

A N FA N G S ZE IT E N: 6 830

145 400

SONNTAGS: 6

15

Victor Ramos

8

30 Project 1B / Style (Edward Fella)

Project Two // Semiotic Exploration // I was asked to select a word which would lead to a theme that would allow an exploration of semiotic relationships between elements. I chose the word â&#x20AC;&#x153;Wealthâ&#x20AC;? and examined the physical and emotional aspects of the word. The final deliverable was four posters, two of which were placed in a appropriate environmental setting.

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9` cc > Xk \ j,- Y`cc`fe NX i i \ e 9 l ] ] \ k k,) : X i cf j J c ` d ? \ c +0 @ e ^ mX i B X d g i X [** C Xbj _ d ` D ` k kX c*) 9 \ i e X i [ 8 i e X l ck)8 d X e Z ` f F ik \^ X)+ C` B X $ j _ ` e ^)* ; Xm ` [ K _ f d j f e)) C X n i \ e Z \ < cc `j f e) ( C` c `X e \ 9 \ k k \ e Z f lik)' 8 cn X c \ \ [ 9` e K X c X c 8 cj X l [)' D l b\ j _ 8 d Y X e `)' B X i c 8 c Y i \Z _ k)' I f d X e 8 Y i X d f m `Z _( / J k \ ]X e G \ i j j f e( / Victor Ramos

Project 2 / Words (wealth)

Victor Ramos

Project 2 / Words (wealth, in environment)

Victor Ramos

Project 2 / Words (wealth)

Victor Ramos

Project 2 / Words (wealth, in environment)

Project Three // Transformation of Vernacular Communication // This project involved finding examples of vernacular communication within the environment. In a twopart assignment, I first recreated the communication (hand-drawn flyer) using the same materials as the original. In part-two, I used the communication intent of the original piece to create a system of communications to serve this need. The original flyer was seeking people for a band. I chose to create a heavy metal talent agency called â&#x20AC;&#x153;Metal Warriors.â&#x20AC;?

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TALENT SCOUTS W W W. M E TA LWA R R I O R S . C O M

Victor Ramos

Project 3A / Recreation

Victor Ramos

Project 3A / Recreation

Victor Ramos

Project 3B / System

Victor Ramos

Project 3B / System

Project Four // The Reinvention of Time // This project involved choosing and event that is traditionally notated in hours, minutes and seconds, and rethinking the idea of a timeline or calendar, I created a new format and product to measure this event, devoid of traditional time notation. My event was taking a shower — measured by the amount of water drops, ideas generated, hairs lost, feet moved and closed eyes. The product came as a packaged shampoo bottle called “H2O Ramos Body Wash.”

ramos body wash ® Shower Measuring Formula

H

2

ramos body wash ®

H

Hopefully you measure your shower everyday like we do. But if you don’t, it doesn’t matter, that’s what ramos body wash ® is for. Specially formulated, our body wash helps you calculate the various things occurring simultaneously in the shower.

2

ramos b

DIRECTIONS: Gather measuring devices such as voice recorder, wife, pen, paper, drain clog, and hair trap. Position wife and recording device away from shower area. Place drain clog and hair trap in appropriate location. Tur n shower-water to desired temperature. Begin recording device. Undress and step into shower stall while dictating items to wife that need to be measured. Attempt to simulate a normal shower condition as close to possible.

Rinse thoroughly using a liberal amount of body wash, taking care to avoid contact with eyes and open wounds. Repeat as desired. Tur n water and voice recorder off, dress, and begin analyzing data.

Hopefully you measure your shower everyday like we do. But if you don’t, it doesn’t matter, that’s what our specially formulated ramos body wash ® is for. Our body wash helps you measure the various events occurring simultaneously in your shower experience, such as: water drops

blinks

feet moved

ideas

hairs lost

H

2

ramos body wash

®

Shower Measuring Formula

H

2

INGREDIENTS: WATER DROPS, CLOSING EYES, MOVING FEET, BODY HAIR INCLUDING PUBIC AND HEAD, RANDOM IDEAS, YELLOW #23, DDT, MENTAL ANGUISH, LOVING WIFE, VOCALIZATION, SLEEP DEPRAVATION, PEN, PAPER, GRAPHICUS DEZYINE, DEAD AMOEBASTIC, PAPER, AMMO, DETERMINATION, ITUNES, IPOD, WACOM TABLET, COCAMIDOPROPYLBETAINISOTHIAZOLINONEME THYLISOTHIADIHZOLINONEMETHYLCHLORO, CAFFEINE, BURRITOS, CITRATE, PANTALONES, MILK OF PIGMY GOATS, GR618FA#07, THISMAY, ORMAYNOTSUCCEED, GLYCERINE, PETROLEUM, BROWN 33, LIC. B3, 6695 91, RED 5, (CR76290)

ramos body wash ®

H

2

ramos body wash ®

NET 19.5 FL. OZ (590 mL)

Shower Measuring Formula With Maximum Accuracy

Rinse, Lather, Measure, Design. see box for instructions

Distributed by Project Four, A.A.U © San Francisco, CA. 94109 MADE IN MEXICO U.S. Permit A# 036-610-030

Show Form Maxi

MEASURE COUNT:

WATER DROPS :

2,800,900

CLOSED EYES :

428

= 35,000

=5

= 2

=1

=1

INGREDIENTS: WATER DROPS, CLOSING EYES, MOVING FEET, BODY HAIR INCLUDING PUBIC AND HEAD, RANDOM IDEAS, YELLOW #23, DDT, MENTAL ANGUISH, LOVING WIFE, VOCALIZATION, HAIRS LOST : 28 SLEEP DEPRAVATION, PEN, PAPER, GRAPHICUS DEZYINE, DEAD AMOEBASTIC, PAPER, AMMO, IDEAS GENERATED : 17DETERMINATION, ITUNES, IPOD, WACOM TABLET, COCAMIDOPROPYLBETAINISOTHIAZOLINONEME THYLISOTHIADIHZOLINONEMETHYLCHLORO, CAFFEINE, BURRITOS, CITRATE, PANTALONES, MILK OF PIGMY GOATS, GR618FA#07, THISMAY, ORMAYNOTSUCCEED, GLYCERINE, PETROLEUM, NET BROWN 33, LIC. B3, 6695 91, RED 5, (CR76290)

FEET MOVED :

121

H2

ramos body wash ® GUAR ANTEE:

If you are not completely satisfied with this project, please give constructive, (or de-constructive) feedback and we will gladly make any and all changes. We strive to make our visual literacy consumers as happy as possible.

For questions or comments: www.ramosbodywash.com or call us anytime at 1-800-567-5369

DROPS :

D EYES :

MOVED :

LOST :

2,800,900 428

121 28

GENERATED :

17

NE T 1 9 .5 FL. O Z ( 590 m L)

Distributed by Project Four, A.A.U © San Francisco, CA. 94109 MADE IN MEXICO U.S. Permit A#036-610-030

Cruelty Free

Please Recycle

19

Victor Ramos

Project 4 / Time