HAR 2103 (Exploration in the Arts Production) PDF

🚵 HAR 2103 (Exploration in the Arts Production) The Difference between Arts and Design What is Art? Art is the expression or application of human creative skill and imagination, typically in a visual form such as paonting or sculpture, pro...

🚵 HAR 2103 (Exploration in the Arts Production) The Difference between Arts and Design What is Art? Art is the expression or application of human creative skill and imagination, typically in a visual form such as paonting or sculpture, producing works to be appreciated primarly for their beauty or emotional power. The conscious use of skill and creative imagination especially in the production of aesthetic objects. What is Design? Designing often necessities considering the aesthetic, functional, economic, ans sociopolitical dimensions of both the design objects and design process. Design is to create, fashion, execute, or construct according to plan. Good Art v Good Design 1. Form-first approach 2. Intuitive approach Good Art Inspires Art has an emotional context. Art sparks questions in those who look at it. Art has varied meanings thatbcan be different based on a person’s experiences and emotions. Interpreted Art connects with people in different ways, because it’s interpreted differently. Taste Art is judged by opinion, and opinion is governed by taste. Talent Artistic ability is a talent that a person is born with. It can be cultivated and refined but part of the ability to innate. Sends a different message Artists create it solely as a means of self-expression, so that it can be viewed and appreciated by others. The message, if we can even call that, is not a fact but a feeling. Good Design Motivates Good design will motivate a person to do something or display a direct message. HAR 2103 (Exploration in the Arts Production) 1  Understood Design aims to solve problems or provide information. Design communicates a distinct message. Opinion Design has an element of taste, but the difference between good and bad design is largely a matter of opinion. Skill Design can be taught and learned. You do not have to be a greate artist to be a great designer. You just have to be able to achieve the objectives of design. Sends the same message Design is intended to accomplish a specific task or communicate a particular message, no matter how beautiful, is not communication, simply a window to the message. Logo Design A logo is a graphic mark, emblem, or symbol commonly used by commercial enterprises, ogranizations, and even individuals to aid and promote instant public recognition. Logo is a flag, a signature, an escutcheon, a street sign. A logo derive meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything. History 1800: Rising up above non-branded The earliest logos were nothing more than a distinctive mark, symbol; or literal brand to mark who’s the maker of the product was. Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals, coins, logographics, coats of arms, watermarks, silver hallmarks, and the development of printing technology. 1800-1900 In the Victorian era the logo started to become more complex, and the beginnings of the first brands were established by business owners like John Cadbury. 1900-1930: The ancestor of the modern logo Trademarking begins in earnest. It was in the early 1900s that the ancestors of the modern logo were born, and during this time that you start to see logos and corporate identities being trademarked for the first time 1930-1980: Strong ideas and carving out the brand The graphic design giants like Paul Rand, Milton Glaser, and Alan Fletcher revolutionized the art of logo design and developed the principles of simplicity that most designers still work by. 1980- Present: Modern-day logos of the brand era HAR 2103 (Exploration in the Arts Production) 2  The modern-day logo is simple, flexible, adaptable to any kind of media and truly built to last for their brand. Logo Design Process 1. Design brief Conduct a questionnaire or interview with the client to get the design brief. 2. Research Conduct research on the industry itself, its history and competitors. Problem-solve first, design later. 3. Reference Conduct research on logo designs that have been successful and on current styles and trends that may relate to the design brief. Follow trends not for their own sake but rather to be aware of them: longevity in logo design is key. 4. Sketching and conceptualizing Develop the logo design concept around the brief and your research. This is the most important part of the design process. 5. Reflection Take breaks throughout the design process. This helps your ideas mature, renews your enthusiam and allows you to solicit feedback. It also gives you a fresh perspective on your work. 6. Revisions and positioning Whether you position yourself as a contractor or build long-lasting relationship, revise and improve the logo as required. 7. Delivery and support Deliver the appropriate file to the client and give all support is needed. Remember to under-promise and over- deliver. 8. Presentation Present only your best logo design to your client. HAR 2103 (Exploration in the Arts Production) 3  5 Principles of Effective Logo Design 1. Simple Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being “overdrawn”. 2. Memorable A great logo is one that is so memorable that it can create recognition in consumers even long after the brand, company, or product’s popularity has past. Visual Double Entendre (A visual double entendre is a clever visual representation of two concepts or idea wrapped into a singular image.) 3. Timeless A good logo withstands the test of time. Avoid cliché Evolution of Famous Logos Apple Logo Evolution The original logo was designed by Steve Jobs and Ronald Wayne and it depicted Isaac Newton sitting under the infamous apple tree. Then, Rob Janoff designed the first rainbow Apple logo with a bite out of it so it wouldn’t be recognized as another fruit. Yahoo Logo Evolution If you click the “!” in the logo on yahoo.com, it sings “Yahooo-oo-ooo.” HAR 2103 (Exploration in the Arts Production) 4  IBM Logo Evolution Both the current IBM and the third UPS logo were designed by the same guy, Paul Rand. He also created the logos for Enron, ABC, and Steve Jobs’ NeXT. Xerox Logo Evolution Haloid invested in Chester Carlson’s xerography (aka photocopy) invention in 1938 and it became the most successful division of the company so they switched the name and logo. HAR 2103 (Exploration in the Arts Production) 5  Kodak Logo Evolution Kodak was originally called “The Eastman Kodak Company,” hence the “EKC” in the original Kodak logo. Canon Logo Evolution Their first camera was named, “Kwanon,” after the Buddhist goddess of mercy. The original logo was a picture of this goddess with 1000 arms and flames. HAR 2103 (Exploration in the Arts Production) 6  Shell Logo Evolution The 1958 BP logo and 1971 Shell logo were designed by the same guy, Raymond Loewy, who also designed the Exxon logo. Pepsi Logo Evolution In 1941, Pepsi adopted the colors red, white, and blue to commemorate the war efforts of the United States. HAR 2103 (Exploration in the Arts Production) 7  Coca Cola Logo Evolution Detective Comics Logo Evolution HAR 2103 (Exploration in the Arts Production) 8  McDonalds Logo Evolutions Lego Logo Evolutions HAR 2103 (Exploration in the Arts Production) 9  General Electric Logo Evolution Nike Logo Evolution HAR 2103 (Exploration in the Arts Production) 10  Starbucks Logo Evolution KFC Logo Evolution HAR 2103 (Exploration in the Arts Production) 11  Nokia Logo Evolution 4. Versatile An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size. Ask yourself, is your logo still effective if it is printed… In one color? In reverse color? The size of a postage stamp? As large as a billboard? 5. Appropriate How do you position the logo should be appropriate for its attended audience? Choice of Fonts HAR 2103 (Exploration in the Arts Production) 12  Passive v. Active I strive for two things in design. Simplicity and clarity. Great design is born of those two things. — Lindon Leader Layout Stages and Formats Layout is an aesthetic arrangements of all elements n a given space. Its fuction is to assemble the different parts of advertisements – illustrations, headlines, body text, the advertiser’s signature, and perhaps borders and other graphic materials into a unified presentation. Elements of Layout 1. Headlines Lines of test that are set in larger type for the purpose of attracting readers. 2. Subhead lines Subheads can be used to break text into shorter segments. It can also appear beneath a headline, but should not be too detailed. 3. Body Copy The narrative that further explains the advertising concept. 4. Visual The image, which may include any of these components: Photograph Illustration Graphics Typographic element. 5. Captions When you include photos, artwork, or infographics, you might need a caption to give readers a bit more detail. HAR 2103 (Exploration in the Arts Production) 13  6. Tagline Also called the claim, end line, or slogan. The tagline/claim is the verbal message associated with the product or service. It is used in ad campaigns, establishing a theme and capturing the spirit, quality, and benefit of the product or service being promoted. 7. Sign-off A logo, photograph or illustration. Sometimes the product is the visual/logo and no sign-off is needed. Principles of a Good Layout 1. Balance Balance is considerable importance in a layout. It involves artistically combining the various sizes and shapes that make up an advertisement. Formal or Symmetrical Informal or Asymmetrical 2. Movement If a print advertisement is to get the reader’s eye to “move” through it. The layout should provide for gaze motion or structure motion. 3. Unity Unity in layout refers to keeping the elements of the advertisement together so that the advertisement does not “fall apart”. 4. Clarity and Simplicity Although it is important to make a layout interesting, care must be taken to see that it remains simple enough so as not to lose its clarify and simplicity. 5. Emphasis A good layout should make the advertisement as a whole prominent and also emphasize certain more important elements. It can be done so by the following techniques- Repetition A headline, an illustration or a trademark for example, may gain added emphasis if repeated several times. Contrast Another technique is contrast of size, color or style. In a row of six men, all six feet tall, with a small boy at the end, the boy would attract attention. White Space This is another technique which should be use very carefully. Layout Basic Formats 1. Mondrian Layout Mondrian layout was named after the Dutch painter Piet Mondrian. The layout involves with proportion, It uses black bars and lines and solid areas of primary color to divide the canvases into vertical and horizontal rectangles and squares. HAR 2103 (Exploration in the Arts Production) 14  2. Picture-Window The object shown in close-up. generous display of picture and tight editing of copy so it will fit the small space remaining. 3. Copy-Heavy The layout concentrated to the copy writing (dominated by text). 4. Frame Layout Layout with story on the frame. 5. Circus Layout The layout not refer to the standard layout. Composition of element is irregular. 6. Multi-Panel Layout The layout is divided into several theme in same shape (square / cube/ etc.) 7. Silhouette Layout Layout in the form of illustrations or photographic technique. Only highlighted the shadow. The presentation can be shaped Text-Rap / spot color illustration or reflected light image pickup with photographic techniques 8. Big-Type Layout The layout just emphasize the font type and big size font. Usually just for headline. 9. Rebus Layout Layout shown text and image. The layout forming a story. 10. Alphabet Layout That layout emphasize the arrangement of letter or numbers in an appropriate sequence or forms a word or enhanced to give an impression of story or an idea for advertisement. Stages in Layout Production 1. Thumbnail A thumbnail is a visual record of the designer’s thought processes. Quick visual idea 2. Rough Layout An actual size sketch, presents a more accurate appearance of the proposed design. Redirection before the design is finalized. 3. Comprehensive Layout Represents the closest visual form to the actual printed piece. It is an opportunity for the client to check final color choices, design and copy corrections from previous stage. 4. Finished Layout HAR 2103 (Exploration in the Arts Production) 15