This was only a day group project which we had been given a logo and as a team we needed to develop a rebrand to improve the quality of it. The logo needed to be related to its brand and somewhat aesthetically pleasing as well. My group and I have been given a restaurant’s logo called Joropo. Here is the original version.
So according to our research the name Joropo is a Venezuelan musical style and tradition. As with the name the logo represents a Venezuelan traditional cuisine. As part of the research process, we have been looking at things such as country’s colours, street views and famous places and things in Venezuela. Also, we have looked at their art culture and their typefaces. So we have also researched typefaces and different logos around the south American themes, their foods and national sports.
During our research process we have found different things related to Venezuela including colour skims, clothing styles, traditional foods, music styles and even a typeface based on the original 1926 typeface Vesta by Albert Auspurg which looked like this.
Once, we gathered enough information about Venezuela and their culture, we’ve begun sketching down ideas of logos. On my own I was looking at a more traditional form of writing, everybody else had their own sketches based on the same theme but designed within different styles.
So I took the idea of script typeface and transformed it into a logo of which I have photoshoped onto a restaurant wall using a neon effect to make it look authentic and original.
As everybody in the team were designing their own versions, for the Joropo logo we’ve all decided to go for a more contemporary typeface. So we’ve taken the Venezuelan typeface and developed our own letterforms based on it, applying with a minimalist style in mind and come up with this.
Along with a logo rebrand, we’ve fully recreated the identity of this restaurant providing with a brand new uniforms, food and drink menus, and an express app for the Joropo restaurant where you can see their recipes, their online menu, deliver, and many other features like reviewing and commenting on your experiences and the foods.
Overall, I think this was a great quick opportunity for us to redesign a rebrand for a company, and to quick come up with a final design. The experience was great and very fast as well, we worked in groups and everybody brought ideas to the table, and discussed them in order to come up with the best possible outcome within a short period of time. It was great to see how fast we’ve decided on our outcomes and how well our team worked together to come up with these amazing designs. At the end of this day project, we’ve all presented our work and it was also interesting to see how everybody went about their projects. So far everybody did amazing work, we’ve all had something different but we also had to work in teams to rebrand the same brand as well. Great fun and very enjoyable to work at this pace.
On Display is focused on exploring and developing the subject brand. For this project we are asked to create an exhibition experience based on a chosen theme from the list of themes provided, that includes “Beyond Borders, Brutalist Architecture, Psychogeography, Defuturing and Etymology”. Alongside this we are also asked to create an identity, brand that will be applied on a number of things and that will be visually consistent across different contexts.
As from the start of this project I have chosen the theme Psychogeography, as it seemed appealing to me, it seemed a very cool topic, so I wanted to explore it further.
The term Psychogeography was invented by the Marxist theorist Guy Debord in 1955 in order to explore this. Inspired by the French nineteenth century poet and writer Charles Baudelaire’s concept of the flâneur – an urban wanderer – Debord suggested playful and inventive ways of navigating the urban environment in order to examine its architecture and space.
The following text is taken from ‘The most radical gesture: The Situationist International in a postmodern age’ by Sadie Plant and published by Routledge.
The situationists’ desire to become psychogeographers, with an understanding of the ‘precise laws and specific effects of the geographical environment, consciously organized or not, on the emotions and behaviour of individuals’, was intended to cultivate an awareness of the ways in which everyday life is presently conditioned and controlled, the ways in which this manipulation can be exposed and subverted, and the possibilities for chosen forms of constructed situations in the post-spectacular world. Only an awareness of the influences of the existing environment can encourage the critique of the present conditions of daily life, and yet it is precisely this concern with the environment which we live which is ignored. sda
Concealed by the functional drudgery of city life, such areas of psychogeographical research were seen as the ground of a new realm of experiment with the possibilities of everyday experience.
One of psychogeography’s principle means was the derive. Long a favourite practice of the Dadaists, who organized a variety of expeditions, and the surrealists, for whom the geographical form of automatism was an instructive pleasure, the derive, or drift, was defined by the situationists as the ‘technique of locomotion without a goal’, in which ‘one or more persons during a certain period drop their usual motives for movement and action, their relations, their work and leisure activities, and let themselves be drawn by the attractions of the terrain and the encounters they find there’. The derive acted as something of a model for the ‘playful creation’ of all human relationships.
“The sudden change of ambiance in a street within the space of a few meters; the evident division of a city into zones of distinct psychic atmospheres; the path of least resistance which is automatically followed in aimless strolls (and which has no relation to the physical contour of the ground); the appealing or repelling character of certain places – all this seems to be neglected.” Guy Debor
As I understand, psychogeography is the art of getting lost while finding and encountering new and interesting things around the geographical urban environment. This is somewhat a link between culture and cities. The idea of how are places making us feel it is quite an interesting concept, as not everyplace gives you the same feelings. As with this, the idea of finding new and intriguing ways of exploring an environment really fascinates me.
I believe there are a lot of creative solutions to be explored around this theme and how it could be influenced into a more modernist yet cultural approach.
This documentary talks about the Situational international exhibition, the uprising students of Paris communicating through graffiti or other graphic languages based on Guy Debord’s ideas including Pshychogreography. It is interesting learning how it all started from a small movement and begun to be such a big thing today, developing into a more interesting subject. Also as a graphic communicator I believe there are a lot of ways to use graphics and the new technology as a tool to communicate the subject matter.
Some interesting Psychogeography designs that inspire me with annotations.
As I researched along I have found some interesting designs based on thes theme. Most of the artwork I have found are about mapping using new exciting ways, most of them are clichés but still have an element of individuality and unique marks within it. Others, seem to be exploring the theme further trying on some collage and 3 dimensional shapes for a technique. Yet they all seem to have that element of abstract in them leading me to think that it could be a lot more to be done with this. This are my most favourite Psychogreography designes that inspired me.
Few Apps examples made for the Urban Drifting:
So, I have also looked at some different technologies, app designs and websites includion logos surrounding the theme of Psychogreography, so here’s what I have found.
Serendipitor is an alternative navigation app for the iPhone that helps you find something by looking for something else. The app combines directions generated by a routing service (in this case, the Google Maps API) with instructions for action and movement inspired by Fluxus, Vito Acconci, and Yoko Ono, among others. Enter an origin and a destination, and the app maps a route between the two. You can increase or decrease the complexity of this route, depending how much time you have to play with.
Dérive appis created as a simple but engaging platform that allows users to explore their urban spaces in a care-free and casual way. It takes the ideals of the Situationists and merges it with digital means in order to create a tool that would imply an exploration of urban space in a random unplanned way as a game. Too often in urban centers we are controlled by our day to day activities thus closing off urban experiences that exist around us. Dérive app was created to try to nudge those people who are in this repetitive cycle to allow the suggestions and subjectivities of others to enter into their urban existences.
Drift helps you get lost in familiar places by guiding you on a walk using randomly assembled instructions. Each instruction will ask you to move in a specific direction and, using the compass, look for something normally hidden or unnoticed in our everyday experiences.
Pictures found on Pinterest.
This was a week long project where we focused mostly on idea generating as the main outcome of the brief. For this project we’ve been asked to pick a name and come up with 100 sketches of logo ideas within the time given. The idea was that the more you sketch out ideas the more ideas you have the stronger the marque is and the more chances you have to come up with the best possible outcome.
Essentially, this project was focused on immersing us into our idea generating and help us to understand the importance of creating lots of ideas. So here are all my 109 logo ideas.
As with the progress of this project we have been given a tutorial where David sat down with us and looked at our initial ideas and gave us some feedback telling us where to improve and what to do, not to get stuck. After looking at some of my initial designs, he said, that my logos did not have much of a personality of which I totally agreed on. At first I thought they were a bit dull and without personality but I did not know how to link it directly to me so he told us that the best way to find out is to ask someone who knows us the most to give us 3 adjectives that best describes our character/practice and personalities. So, thanks to his small tip, I have finally managed to improve my designs and come up with some valuable ideas that are linked to me as a designer and that are also aesthetically pleasing.
With the come of presenting our outcomes at the end of the project, we came to the conclusion that it is essential to create a logo in black and white first before adding colour to it. The idea is that if it does not work in black and white it does not work in any other colour. However, colour also makes a big impact on the logo appearance and its audience. Colour can give personality as well as an identity for a specific brand, it takes a huge part in building a consistent language for the brand as well as an image. As much as the shape, the name and cleverness of a logo is relevant the colour being said can make a huge impact on the side.
The first year of university has been challenging yet absolutely enjoyable. With the start of the level 5 we have been introduced to a more in-depth insight into “branding”. Our course tutor, David has talked about the in-depth meaning of branding and how it is approached by different brands. He talked to us about the main things related to branding, such as product, marketing and identity and how from there the list can go on and on. He’s also specified a list of different themes affiliated to the different products such as the size of the products, colours, the use of language, packaging materials and the main selling points environmental angles, emotive hooks, use of science and well being. As for branding the target audience is a very important thing to consider. Who are the target audience? Male, Female, Eco conscious, Teenagers, etc…
Branding is the process of creating a name, or an image for a company. It is the strategy of creating an image and a name that carries a message across the different platforms, mostly through advertising campaigns with a consistent visual language. A brand is mostly the way to stand out in different markets. For example, imagine different companies selling the same product without a brand identity. It will be a bloodbath, for example; a name like Coca cola or Pepsi is what defines and differentiate the two competitors from each other. It allows the consumer to choose the product that they really like or enjoy the most. Branding helps with promoting a company’s product in different ways, such as the logo design, the message they give throughout an entire advertising campaign their slogans, stamps, website and everything else that the company might use to promote their identities. Most of the time the company that really stands out is the type of company that really knows how to bring their message across into an aesthetically yet clever manner. The company that understands the needs or wants and have a close relationship with their consumers are the ones to control the market.
However, here I will show you a few brands that I have researched in order to get a clear understanding of what they do and how they make sure to dominate the markets throughout their branding and advertising campaigns. What makes them better than their competitors and how do they do it.
So Evian 2013 campaign “Baby & Me” is focused towards linking its product with youth and energy. Babies are playful, dynamic and cute. The link is clearly being made between the product and the youthful vitality, a very desirable trait. People want to be young and healthy so thats what Evian provides. It gives the idea that their water brings you back to your youth times. Their campaign is being displayed on a variety of things such as vender machines, advertising posters, banners, billboards, stores and mainly on TV advertising as well as many broadcasting websites such as youtube, Vimeo, etc…
Evian, is very good with interacting with their audience through their campaigns. They offer a good amount of entertainment while they are advertising their product. Unlike their competitors they really understand what people desire. Also Evian sponsors different events, sports and sports people. Evian as a brand is very stylish, also it is based on minimalist principles. Their colourful campaigns are extremely entertaining and fit in just right with the modern society.
I think we’ve all heard of Google. Google is a huge brand specialised in technology specialised in internet-related services and products. Google is mostly based on handling information and data across the world. They are also the big providers of the online platforms such as the main google engine, maps, email, satellite view, online storage, electronics such as google pixel, online courses and many other things.
However, looking at google as a brand it works very similar to other brands out there, they are working to create their own advertising campaigns in order to promote its items. So lets look at a few campaigns that are part of Google’s brand identity and promoting examples that they do to promote their brand.
So here are some clever google campaigns.
The Google contextual search
London underground, Google voice search for mobile
Google location search and Google Zeitgeist 2013
Google chrome have also got a bunch of videos that are gone viral and on the Television as well as over 1 million views on youtube. Google chrome for everyone.
So here is my favourite best google campaign attributed to their new handset. These google campaigns by DROGA5 are so clever that managed to interest millions of fans across the globe in a very short period of time.
Google is people’s brand, their brand identity is targeting all types of audience from youngsters to adults and elderly. Their style is very consistent across all platforms, yet totally dynamic and very flexible. Their modern yet minimalist features makes life easier to billions of people and their clever marketing campaigns is what I’d call fantastic, it interacts with their audience and it puts a smile on people’s faces everyday through their clever slogans and adverts. Google aims big!
Moving back to “subject” from “field”, David introduced us the Changing Faces brief. This new assignment was meant to let us exercise and apply everything that we did and learnt during the first academic year at Cardiff School of Art and Design, that including typography, image making, story telling. The idea of this project was that we would be given several articles, and have the possibility to choose the one that stands out to us and use it as content for our magazines that being 3 double page spreads or two double page spreads and 2 single pages, a total of six pages. However, once we have selected the article, we had to research and learn the topic back to back in order to understand and be able to create a consistent and effective communicative language for our final editorial piece.
“Can a French Frier End the 21st Century Slave Trade” being my article of choice, I have researched into slave trade and slave issues around the world in order to gain a bigger understanding of the topic. Then, I have looked at what other artists and designers had to say about it, I looked at things like campaigns, posters, online videos, documentaries, lots of artwork based around the genre, photography, but also deconstructed the article itself in order to fully understand what is going on and how to stop it.
After the deconstruction of the article and all the research done on the genre, I started to do my own sketches of ideas based around various movements such as Constructivism, Impressionism, Dadaism, German Expressionism, Modernism, etc… I was looking at elements of abstract and powerful messages as well as explicit and implicit interpretations of real life events that happened in the past and still do today. My idea was that I could come up with a mixture of things such as powerful implicit and sharp explicit images or I could have abstract shapes representing and telling a story through colour and dynamic abstract marks illustrating feelings such as pain and agony. Or maybe I could just simply create symbols that represents genders and youth being forced to cheap labor and hard work followed by different reasons, like the male and female symbols or the yin and yang and many more examples.
While doing my research on different styles and magazines layout designs I have also sketched out some own ideas of layouts and compositions for my editorial piece drawing inspirations from several interesting magazines that I have found through primary and secondary research. Again, I was looking at being different, looking at new styles and trying to get ideas to create something rather more unique and creative.
After sketching I have started to refine the ideas and decided to create digital illustrations keeping it to a more contemporary standard where images depict an aspect of some nowadays environments. My initial idea was photography as the modernist approach to photography it is essential and it was mostly adopted by Swiss designers as photography became more accesible tool it has also become their favourite media for creating their works. Although I wanted to use a slight different approach and create a style of modern illustrations representing the nowadays society, which co-relates to the main article.
Each of these illustrations are linked to different section of the article and are meant to communicate a message in relation to the main body. For example; The bar code suggests different products that are created based on slave labour and it also suggests that some people have no choice or even born and raised into the slavery that they do not have or know more in life than just being part of another working number. The man in the suit is meant to represent the bussines side of slavery and the slave trade, or the companies out there being involved in this kind of business as means of saving and boosting their earnings. However it could also be the “french firer” himself being there to help these people in a way or another. So it is a flip of scenarios with this one, that it can represent the bad guys but it can also mean that the guy himself is fighting for the good. That is to the audience to decide what it really represents, and that was the point of the illustration. On the other hand, the city-scape and construction sights are to talk about the type of slavery you’d find in bigger cities where foreigners with minor language skills arrive into these cities in hope of a better life where later they find themselves being trapped in the modern slave labor where they are being forced to work extreme hours in exchange for nothing but, poorly maintained shelter, restricted amounts of food and a good amount of threats. The idea of this is that these people have their documents confiscated upon arriving and do not have the access to any form of communication or contacts in order to find themselves out of the situation. So, the colours were thoroughly selected in order to communicate sorrow and isolation, where big cities aren’t always as pretty as they might seem at first but there are also issues such as this one that needs attention. So the illustrations are meant to draw the audience into reading it as well as allowing the audience to freely experience feelings and being creative with it while reading throughout the magazine spreads.
Here are some initial designs, playing around with the composition deciding where everything fits best and negative spaces and also what format to choose, either portrait/landscape or even a square book. At this stage background colours were not decided yet. Text was roughly set and organised in order to come up with a final style that I would use throughout the design process. I have got inspired by the Swiss style approach and decided to base my book around the style.
By this point I have already started to consider colours, type detailing and composition a lot more. At this point I have decided the magazine format, where the illustrations are going to sit on the page and the overall composition for all three spreads. However, I was still at the development stage where I was still playing around with the typography and type detailing in order to make sure that I have a good pace, a strong hierarchy and other details in order. I have looked at things such as drop caps, left justified text, the positioning and different grid systems that works best for my layout and least but not last the rivers, orphans and widows within the body of text.
I choose to follow this path, it seemed to be the most consistent of all my designs and it also stood out from the rest, although there were some little things that needed further edits. Things like font consistency, type setting and drop cap issues seemed to be a bit of a problem on this outcome. So, after looking back at the research and the workshops we did in the past I have realised that there was some mistakes in terms of type detailing that needed to be adjusted.
However, once we had our draft final design in place we had to submit our work to David that he would have a thorough look at our otcomes and give us formative feedback followed by some extra time to fix it prior to the exchibition deadline. The feedback played a big contribuition to my final piece as it helped me to fix some mistakes that I have not yet observed.
Final Magazine Design Ourcome:
My design was missing something and realised that later after the feedback that it was 2 dimensional. By means, my text needed to speak out loud as well, I needed to select some quotes that would make the design stand out more. For the quote I was targeting words related directly to the illustrations so that it gives a minimal understanding of what the article is about, and what the main problems of the article are as well. However, followed by a tutorial with David talking about my draft final, he helped me to spot out some issues such as, the justified text and the rivers, font choice issues, and the main important the quoting which played an important part of the type detailing in this project and that I decided not to include in my previous outcomes.
So for my final adjustments I have decided to work with left aligned text rather than left justified as I realised it feels more free and looks good with the style. The drop caps on the last spreads in the previous draft outcome did not make much of sense as the drop caps in this context are meant to represent the starting of a new chapter, as on the last 2 pages weren’t a new chapter but just the continuation of “The Bondage Industy” chapter it was a bit confusing regarding the legibility. So, following that I have moved the text at the top as it will read more naturally and show the continuation of the chapter moving onto a new page. Also, I have selected the quotes in order to make the main issues of the article to stand out. And, I have also shorten the amount of columns, changing it from an 12 column grid and a gutter of 6mm to a column grid of 8 with a gutter of 6mm as there was too many columns for the amount of text.
The modernist approach to composition, imagery and negative spaces seems to be a very controlled but eye catching way it really inspired me so I have tried to create negative spaces that pushes the boundaries allowing the audience to have a moment of pause from the article and allow their minds to be creative with it.
Overall, this project was a great opportunity to work with text and image together and it gave me the opportunity to have more freedom with the work I produced that of the editorial piece as it allowed me to choose what I wanted to do as well. It was also a good way of improving the skills that we have developed throughout the year. I believe that there could be improvements to be made and that I can be more creative with the text, creating a more expressive and creative typography. Personally, I am quite happy with the outcome as I was looking to keep my design fairly simple and eye catchy. However, I was quite happy with the fact that we were given the chance to finally print our work to a professional standard and exhibit along side our Design as Activism projects as well.
Transparency is part of the constellation module and it is designed to help us through our studies by bringing up new concepts and ideas and different subject that we can take further into our projects and help us think more openly and conceptual about our work. In this subject, I have learned a lot about different dimensions and how to look at the things through the back doors. By means, the different dimension meant that one object or thing can be seen through many aspects and it can only become possible by applying the all four dimensions. This project was a good opportunity to learn new things. Transparency helped me to look at things from many perspectives and create new ideas in a different and more efficient way. We have had the flexibility to work in groups and discuss ideas throughout, more important we had to create presentations based on the different works of art either flat work or 3d sculptures. The tutor gave us a defined explanation on the literal and the phenomenal, she has also given us different examples of each and made sure we fully understood what they meant and what do they represent in the context of transparency.
Throughout the time of the project, most of the seminars happened to take place at the National Museum in Cardiff where we learnt a lot about dimensions and we have engaged in group tasks and individual tasks around the Museum. Each week we have been given sections of text from books closely chosen by the tutor where we were given the task to find pieces of artwork in the museum of a 1-D, 2-D, 3-D and eventually, 4-D form as well and associate it with the meaning of the given text and explain our understanding. However, the idea was to think phenomenal rather than literal where we were meant to look and identify different dimensions related to the found piece of art. I found this subject extremely helpful and fun at the same time. It allowed me to open my eyes when working on my graphic design projects, it has also allowed me to think more before coming up with a concept as it helped me to come up with innovative brand new work for my projects. In preparation for the final paper, research tasks took a big contribution in the development of ideas for the essay. We were asked to go and pick up two art related books where we had to extract information and decide what we were going to write about. It was, however, a very flexible project as we were permitted to choose our own path and what subject to pick for our final essay. Yet, for this essay, I have chosen to write about the Swiss Graphic Design as it is closely related to my area of expertise but also as I am very enthusiastic about this modernist style. The Swiss graphic design inspires me a lot and I believe this was a great opportunity for me to go ahead and learn more about it. However, I practised and applied what I have learned during this module to research learn about new concepts and influences on what makes this style such an amazing approach within the graphic design culture. As I researched I tried to learn enough to be able to apply the Swiss style techniques to the different dimensions that I have learned about throughout the exercises we undertook during the time of this module. Now, that I understood more about the different dimensions I tried to see how other fields like Science or Photography can relate to my subject. Throughout reading, I found that science has a close impact on the style and that it could also be a source of influence for the reason why this style was created. I believe that photography has its place of influence as well as science although it can relate a lot more to the artistic elements rather than the physical elements of Swiss Style of design.
I think this project was an absolute gold mine as it helped me to discover new things about my influences and it allowed me to think more about my concepts when engaging on my own design projects. With every experience, there come fundamental challenges as well. As with the deciding of my topic I have experienced a few problems coming up with the initial ideas of what I was going to base my essay ideas on. Although after doing some research I have fully decided and planned what I was going to say in my essay. After doing this subject I believe I would enjoy taking the idea of “Literal and Phenomenal” further and that I would like to apply it to my future assignments.
This body of images documents the pain of modern day slavery and the hope of freedom, allowing us to bear witness to the most horrible abuses imaginable and the most astonishing glimpses of the indomitable human spirit.