Final workbook

Visual Thesaurus Nature*- Wind, rain, soil, animals, plants, air, waves, ocean, evolution, moon, sun, river, birds, leaves, vines, water, bugs, rocks, green, life, natural disasters, elements, rain, sweet,

Music*- beat, melody, dancing, artist, singing, feeling, instruments, lyrics, aesthetic, relatable, drop, personal, message, happy, flow, beauty,

Performance*- energy, voice, variety, visual connection, interesting, attention grabbing, unique, connected to audience, confidence, practice

***

These images come from music festivals, concerts, and the movie avatar. When I think of things that encompass all three elements of music, performance and nature at the same time, I automatically think of music festivals, particularly Electric Forest. It is a festival that takes place in the woods and the designers of the festival incorporate the trees into their

art.

here is an example where an artist uses the trees to hang glowing glass cubes

I also included a photo from a Pretty Lights concert I went to that was outside. The venue has a really large field behind the seating area where you could run around on the grass and it was right on the river. This combined with the rain that fell off and on was a great natural setting for the music. Also, when it rained you could see the drops as they passed through each laser of light. You may be able see the rain in these two pictures.

Here is another image of Red Rocks Amphitheater. This is an angle that you don't get to see very often. I like it because it shows the great size of the rocks compared to the crowd. It looks like the band has the best view, they get to see the sunset between the cliffs. This is one of the prettiest outdoor musical performance venues.

I also included images from one of my favorite movies, Avatar. The computer simulations of the forests and wildlife in this movie are breathtaking and dream-like. It presents nature in a magical and unique way by using amazing technology. If you haven’t seen this movie I would highly recommend watching it on the biggest, highest quality screen you can find. It has a pretty good plot too, I explain it as being like a space version of Pocahontas.

T H E I D E A O F D E S I G N - A D E S 1 5 0

TO I N F O R M + D E L I G H TWatch the Milton Glaser film,“To Inform & Delight”

Consider the following questions as he describes his process:

What is the importance of Push Pin Studio as applied to the practice of design?

How much was Mr. Glaser paid for the“I heart NY” logo?

What are some of the attributes of New York that have inspired Mr. Glaser?

What did you learn about your own design process as the result of studying this designers process?

For each of the projects he describes answer the questions:

“What is the goal?”

“Who is the audience?”

“Why this form?”

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Use the left column to record your thoughts, reflections & notes as you work through your thought process.


You have been assigned three designers.Write their names here:

1. E. McKnight Kauffer

2. Woody Pirtle

3. Donovan & Green

Using the library and the web sites below, research each of your three designers and learn enough about their process

The AIGA Archiveshttp://designarchives.aiga.org/

Communication Artshttp://www.commarts.com/

Print Magazine : Design for curious mindshttp://www.printmag.com/

Eye Magazinehttp://www.eyemagazine.com/home.php

Design Observerhttp://www.designobserver.com/

ARTStorhttp://www.artstor.org/You will need your utk user name and password to access this resource.

AIGA Medalistshttp://www.aiga.org/medalists/

Designers use contemporary and historical references to make connections.Connections can be on:

a conceptual level - “how have other designers tried to solve the problem I am trying to solve?”

a compositional level - “how have other designers organized visual elements to create the same emotion or reaction that I am trying to create?”or a materials level - “how have other designers used materials in innovative ways to create meaning?”

Find five examples of each of your three assigned designers.The five pieces should illustrate the scope of their process.Prepare a 1 minute presentation for each designer using your examples. Note on your worksheet your main points and connections.

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3 x 5 D E S I G N E R R E S E A R C H


Designer one: Designer one .. example one Designer one .. example two

Connections to example one Connections to example two

E. McKnight Kauffer

COLUMN1: Greece fights onThe dark silhouette displays the strength and stability of the Greek forces in the early 40’s, when this poster was made. Greece is famous for having one of the most resistant and enduring armies during WW2. The flag angled forwards in relation to the direction of the face elicits the notion of forwardness and “fighting on”.EXAMPLE1: The silhouette of the hanging victim in the sunglasses creates a similar effect as the solhouette above- it could be anyone.EXAMPLE2: This Ally poster shares the same silhouette feature in the form of boats, smoke and planes. They give off an aura of strength and certainty. The forward-angled flags show the multitude of countries on the Ally side, a sign of strength, and seem to lead the forces into battle.EXAMPLE3: The billowing flag, Uncle Sam and bomber planes flying overhead signify power, while the anonymous soldier at the bottom stands for the necessary common man that is essential to the fight.

COLUMN2: This scene depicts a hill dotted with trees, with a background of agricultural fields that are visible between the tree trunks. The theme of nature carries throughout this column.EXAMPLE1: The detailed and mountainous background frames the man, his horse and donky crossing the ridge.EXAMPLE2: This piece ties in nature with the idea of the circle of life, as depicted through the mother and her children, covered in flowers and vegatation. EXAMPLE3:This drawing depicts an idealistic town based on agriculture and a river, indicated by the aqueduct in the background. This ties together the idea that our very lives depend on the resources provided by the earth.


Designer one .. example three Designer one .. example four Designer one .. example five

Connections to example three Connections to example four Connections to example five



Notes, thoughts and observations on designer one.COLUMN3: The idea of a metropolis is incorporated into the design of this piece by the multitude of monotonous figures with their heads down, insinuation of wheels and gears from the circles in the foreground, and the cubist-inspired buildings in the center.EXAMPLE1: The traditional American downtown of the mid 1900’s is depicted here. The time period is incorporated into the concept by the black and white tone of the painting, old-timey cars, and the style of the signs which read “cigarettes, cigars & candy” flanked by the Coca Cola logo.EXAMPLE2: A bustling city is brought to this scene by a winding interstate which runs through the buildings of the city. In this depiction, the buildings are drawn to have screens on them so that they look like televisions. This could reflect the media-driven culture of American cities.EXAMPLE3: The image of a city is created by simply incorporating long rectagles vertically, each with a different height, just like a skyline. The buildings are set at different angles, instead of being straight up and down, to include movement and a youthful, playful aesthetic into the logo.

COLUMN4: This advertisement for Martha’s Vinyard features a figurehead of a mermaid-looking woman on the front of a ship, which fades out to a background of a river lined with colorful houses, a bustling harbor, children playing in the water, and a red lighthouse on the hill. These all insinuate a well-to-do and enjoyable life, probably only possible for the wealthy members of society. This would be attractive to those who dream of a life like this for their own family.EXAMPLE1: The idealistic scene is continued throughout this column. This is probably the most popular destination- the beach. This painting includes only natural elements and an open window, which is framed by beautiful flowers and colorful, exotic birds.EXAMPLE2: This idealized scene seems to have the style of a Western-European harbor town, framed by snowy and foggy mountains. The lights glowing from the windows reflect off of the smooth water, a serene scene.EXAMPLE3: This German-style village seems pleasant and quaint, with colorful buildings and a clean, spacious plaza. A café and illuminated windows make the square welcoming.

COLUMN5: This advertisement for Connecticut’s New Haven Railroad shows a winding river with various settlements along it. This creates the idea of a landscape which is ideal for exploration and a basis for civilization.EXAMPLE1: This simple photograpgh follows a winding river through the vally of a forest. The concept of life being dependent on a water source is supported by this image.EXAMPLE2: This riverboat going through a city on a river further strengthens the concept of reliance on the rivers, in this case we depend on them for transportation.EXAMPLE3: In Venice, the whole city’s streets are lined with canals. Locals can get around the city by simply walking over the bridges, but tourists are attracted by the idea of riding gondolas, pictured here, through the cities canals. The Venecian economy depends on tourism and therefore, their waterways.


Designer two: Designer two .. example one Designer two .. example two




Woody Pirtle

COLUMN1: This graphic compares two famous buildings who have similar overall shapes, but very different architectural styles and decor. I followed this theme of same-but-different images throughout the column.EXAMPLE1: The classic opposites of sun and moon are pictured here, along with clouds and stars. These are either associated with day or night.EXAMPLE2: This edition of the cover of A Tale of Two Cities features an upright guillotine, mirrored virtically by an upside-down cathedral. These two objects have very opposite connotations; the guillotine suggests death and hopelessness, while the cathedral elicits feelings of hope and comfort.EXAMPLE3: This image is very similar to the one above in that it depicts two differing objects mirrored against one another. This piece features a monotone city skyline above, with an inverted, monotone treeline below.

COLUMN2: Pirtle’s work for the Murray cheese company resulted in a logo that is both iconic and very similar to other famous logos, shown below.EXAMPLE1: Possibly the most widely known logo, that of Coca Cola, features the same style of red, flowing and cursive type.EXAMPLE2: Another famous logo, Heinz, is also in red and cursive type. It also follows the flowing- style by integrating the background into the type, as the background follows the outline of the logo.EXAMPLE3: One of the most well known logos of my generation is that of Netflix. Obviously, it shares the same red color scheme as the other logos, but it also flows and creates movement like the others by stretching out vertically at the beginning and end of the word.

T H E I D E A O F D E S I G N - A D E S 1 5 0Designer two .. example three Designer two .. example four Designer two .. example five


COLUMN3: The bikes, arranged by length in this poster, inspired me to think of new and unique ways to arrange and organize things according to size and color. This is the concept I kept in mind when trying to find other examples related to this work.EXAMPLE1: Here, measuring spoons are arranged by size, increasing from smallest to biggest as you move from left to right. This is a very simple and common example of organization.EXAMPLE2: These folders and arranged by color, moving through the spectrum of a rainbow as you follow them from top to bottom, or vice-versa.EXAMPLE3: The phases of the moon naturally organize themselves by size and shape, gradually becoming bigger or smaller as the moon rotates around the earth.

COLUMN4: This collection follows different designers’ ways of communicating the idea of pollution and its effects on the environment. The first image is a simple graphic of a smokestack with a skull-shaped cloud billowing out of it. This represents the idea of death and destruction as a result of chemicals in the atmosphere.EXAMPLE1: This older rendition again focuses on the smoky aspect of air pollution. At least half of the frame, the top half, is filled with clouds of pollution and smoke.EXAMPLE2:This designer incorporated words such as “toxic”, which we associate with pollution, into his piece. He actually used these words and positioned them in such a way that an image is made out of their combined shapes.EXAMPLE3: This cartoon effectively communicates the message of a panicked and dying earth underneath clouds of smoke and man-made buildings. The trash we leave behind is pictured at the bottom, and illustrates the landfill which we have converted the earth into.

COLUMN5: This column focuses on the nature field guide aesthetic, and compares how different designers approach this concept. In this poster, the artist brings in color with an ambiguous yellow circle in the center, which is surrounded by monotone sketches of plants and insects.EXAMPLE1: This entomology guide brings in a lot of color through the illustrations of many various insect species, all of which are intensly detailed.EXAMPLE2: The designer of this nature guide book cover integrates the type and the images, by making it seem as though the animals are interacting with the letters. They are colored, but not so vibrantly as in the previous example.EXAMPLE3: This designer chose to keep a monotone color scheme of black and white, with delicately crafted sketches of flowers providing interesting elements to the piece.


Designer three: Designer three .. example one Designer three .. example two




Donovan & Green

COLUMN1: This design firm created the title page for a series called “Outer Place”, which they incorporated with spacey elements such as clouds of dust as gas and distant clumps of stars.EXAMPLE1: This famous logo incorporates both stellar and human elements- the iris of the eye and the debris of a galaxy.EXAMPLE2: This edition of the NASA logo looks more futuristic and vibrant than other versions. This is because of the incorporation of a comet, seemingly glowing in the center of the logo. The stars in the background are also brighter and have an aura of light around them. The blue circle itself is also edited so that it appears to be more three-dimensional and smooth on the surface.EXAMPLE3: This computer- animated graphic shows a spiral galaxy glowing with millions of stars. The galaxy has a lot of dimension because of the light and dark contrasts thoughout it. The planets in the foreground also seem very detailed and expertly shaded.

COLUMN2: This light show constructed by the Donovan and Green duo features different colored light beams protruding from several sources, which are lined up in a row. The beams of light are visible on the walls of the showroom.EXAMPLE1: The varying and soft lights above made me think of the flowing, energetic aura produced by the Northern Lights.EXAMPLE2: This light show at a concert is the most similar to the original piece, as it also features individual beams of light- in this case in the form of lasers.EXAMPLE3: Thinking about human’s apparent fascination with lights reminded me of the excitement I get when I spot a house lit up with Christmas lights. This scene exemplifies the ornate, overdone and colorful houses and buildings during the holiday season.


Designer three .. example three Designer three.. example four Designer three .. example five


COLUMN3: This collection of shopping bags for Barney’s NY reflects the upscale and expensive taste of the store’s customers. The simple gold lettering on black and orange bags is sophisticated and visually appealing.EXAMPLE1: The store West Elm is very good at incorporating the same aesthetic into all of their displays, advertisements, and products. Here we can see the modern and simple design of the company.EXAMPLE2: This grocery bag is very modern and unique. The clear side of the bag puts the importance and focus on what is in the bag, instead of the bag itself. We can tell this because the bag itself is plain and simple.EXAMPLE3: The famous Tiffany bags are known for their trademark turquoise background with a simple TIffany logo in the center. This connects back to the first aesthetic of simplicity and sophistication.

COLUMN4: This giant sundial created for Texas Instruments is a twist on the traditional meathod of timekeeping.EXAMPLE1: This sketch shows the design of a traditional, simple sundial.EXAMPLE2: This sun dial requires the participation of the individial who is checking the time. They stand where the “style” should be, and act as one themselvesEXAMPLE3: This more complicated sun dial doubles as a sculpture in this metropolitain river front scene.

COLUMN5: This design produced for The Medcines Company features a collection of data organized into groups of colors and arranged into a rainbow. The type creates a light and pastel effect by the white spaces in between the colors.EXAMPLE1:This rainbow shares the same dull quality, this time because of the faded effect that that light has in the air.EXAMPLE2: This girl dyed her hair in a rainbow pattern, which also has the pastel qualities due to the light, soft colors she chose and the medium of wavy, fine hair.EXAMPLE3: This column made me think of rainbow road on Mariokart because of the moving, twisting, and light-tunnel quality that this game has on the viewer. The setting is constantly changing and creates a flowing and life-like quality.


D E S I G N ( e r ) M E TA g a m e C A R D SRead the 40’s and 50’s in the“Decade Readings on Bb”

Create five cards for the DESIGN(er) METAgame. For each card, be sure to consider the following questions as the designers describe their process:

What is the importance of observation?

Which designers used research as inspiration?

Which designers used research to generate concepts?


For each of the projects you choose as a card, answer the questions:




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Designer

Alexy Brodovitch and Herbert Matter

Title of work / decadeHarper’s Bazaar cover June 1940

Rational for choice

Simple photography and unique style choices were a symbol of elegance and artistic expresstion in this decade

“What is the goal of this piece?”

Create an unexpected and modern idea unlike the traditional illustrated magazine covers of the time


Readers of Bazaar, an upscale and progressive magazine

“Why this form?”The duality of the spots on the butterfly functioning as an eye of a woman was a unique and creative idea at the time, relating to the placement and context of the two sepatate images being merged into one.

1940’s


D E S I G N ( e r ) M E TA g a m e


DesignerPaul Rand

Title of work / decade

Editorial page from Esquire 1940

Rational for choice

The elements of this page are somewhat dissimilar, but are combined in an unexplected yet aesthetically pleasing way

Designer

Will BurtinTitle of work / decadeCover of vol.1 issue 1 of Scope magazine1941Rational for choice The combination of a monochromatic and primary/secondary color scheme is visually attractive and automatically grabs the readers attention


attract reader’s attention to Christmas- themed article in Esquire


readers of Esquire magazine


The gold dots fill the space and also create an aura of festivity and glowing light. The poinsettias and reindeer reinforce the holiday concept. The exclamation point, horn and slanted lines of type bring energy and excitement to the page.


convey scientific message of the study of life


readers of Scope, a magazine for the Upjohn Co.


The use of black and white outside of the “life” being studied in the test tube creates the idea that everything outside of the colored portion is mundane and uninteresting. However, the vibrantly colored baby, plants, butterfly and sky make this scene come to life and be more interesting to the eye.




Designeralvin lustig


cover for A Season in Hell 1945

Rational for choice The simple monochromatic color scheme of the shapes on a bright red background immediately draws the eye to the cover and elicits curiosity in the viewer

Designer

Saul BassTitle of work / decade1949ad campaign

Rational for choiceThe smiley face creates an optimistic feeling in the image, indicating a happy worker


Attract readers to this book to read more about it, make it seem interesting and dynamic


literate publid


The simple color scheme makes the viewer pay attention to the patterns of color, in this case black and white. The alternation between the objects is a result of changing the order of coloring- either black or white is on top. The type is set in objects of only one color. The cover creates an idea of alternating duality


make the viewer see a common object (glove) in a different way


public


The workman’s glove was chosen because this ad features the occupation of a laborer- represented by what he wears on his hands. The ad campaign featured different occupations, each represented by an object with a smiley face on it. In this case, the thumb of the glove functions as a nose


D E S I G N ( e r ) M E TA g a m e C A R D SRead the 40’s and 50’s in the“Decade Readings on Bb”










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DesignerBradbury Thompson and Ben Somoroff

Title of work / decadecover of Mademoiselle 1952

Rational for choiceThe two images focus on different aspects of dress and fashion, but together they encompass the complete style of the upperclass int he 1950s


attract sophisticated and aspiring readerssell idea of wealth and class


readers of Mademoiselle magazine

“Why this form?”the two images focus on the style of dress and cosmetics of “mademoiselles”, or wealthy and classy ladies of the time. The monochrome scheme of the dress puts the focus on the style and arrangement of fabric, while the image of the girl shows readers which accessories and cosmetic choices are in style at the time

1950’s




Designer

Egbert Jacobson and Leo Lionni

Title of work / decade“Great Ideas of Western Man” ad campaign for Container Corporation of America1952-59

Rational for choiceThe simplicity of the image makes it quickly recognizable and understandable to the viewer

Designer

Gyorgy Kepes

Title of work / decadeCover for MoMA catalog1956

Rational for choiceThe bright yellow background is light and energetic, and the monochrome shapes draw the eye to the corner of the piece. It is very visually interesting


connect concept of basic ideas of early humans to new ideas of container corporation (ad)


public

“Why this form?”simple shapes, stick figures and few colors create sense of primalism and simplicity of early humans. the spears represent the first tools of man, and the figure in the middle has his arms out, embracing his companions. This creates a sense of community


make viewer question the sensibility and logic of a new style of art


MoMA catalog readers, artistic crowd

“Why this form?”The off-center placement of the focus of the cover is a sign of modern influences, as more traditional pieces would have the focus centered. The combination of white geometric shapes and lines with black organically-shaped blobs is another indication of forward-thinking art. integrating such opposing elements in this way seems nonsensical, as do many “modern paintings”, which are being questioned in the title




Designer

Giovanni PintoriTitle of work / decade

Poster for Olivetti1950Rational for choice

The modern aspects of this ad go well with the product being advertised

Designer

Paul Rand

Title of work / decadeCover for 10th anniversary issue of Holiday magazine1956

Rational for choiceThe idea, “holiday” and the form of this piece go together hand in hand- it makes sense and is easy for the viewer to understand-strong sense of concept


attract readers, create chaos whch cannot be made sensicaladvertise olivetti productsrelate the brand to type


public

“Why this form?”The focus of the piece is the name of the company, “olivetti” which made typewriters in the 1950’s. Is is created by a background of multicolored numbers placed randomly throughout a black background. The stark white centered type stands out against the chaotic platform


grab reader’s attention, convey theme of magazine


readers of Holiday and other magazines

“Why this form?”The colors, mainly red yellow and white, are vibrant and energetic, yet do not apply solely to a specific holiday. This means the cover can apply to the theme throughout the year. The image of a layered cake, created by alternating sections of type and “sprinkled frosting” as well as lit candles, resonates with mosts peoples initial thoughts when the topic of holidays is introduced


D E S I G N ( e r ) M E TA g a m e C A R D SRead the 60’s in the“Decade Readings on Bb”










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DesignerMarvin Lefkowitz

Title of work / decadeAd for NY Urban Coalition fair-housing campaign1968Rational for choiceThis is the first i have seen of this type of word choice in ads. The 60’s were when it was first acceptable to put out an ad like this. Ads getting more casual


get citizens to participate in current local campaign for fair-housing


public of New York

“Why this form?”The type and color scheme is clear and to the point, putting the focus on the message itself. The word choice implies that the general public is not active enough in their government

1960’s




DesignerGeorge Lois and Carl Fischer


Cover for Esquire magazine 1968Rational for choice’I think the image of the people bombarding the politician and his reaction reflects the message of the article very well

Designer

Herb Lubalin, Jerome SnyderTitle of work / decade

Cover of Fact magazine 1965Rational for choiceI think the monoichromatic color scheme and simple illustration helped keep the focus on the message


catch readers’ attention by combining message and an image that exemplifies it


readers of Esquire and other magazines

“Why this form?”The makeup and makeup artists represent the changes the Nixon administration made to his platform and public image in order to gain popularity for the 1968 presidential election


amuse readers and make them curious about what the rest of this issue is about- makes them want to buy and read the magazine


readers of fact and other magazines


The dramatic, organic letters and the depiction of the woman are consistent with the message of the cover, “relax and enjoy”




Designer

Arthur Paul, Bob PostTitle of work / decade

Cover of Playboy magazine 1967

Rational for choicei thought this piece was interesting because it is not a traditional Playboy cover. It focuses more on art and design than other early covers

DesignerChermayeff & Geismar Associates


Logo for Chase Manhattan Bank 1960

Rational for choiceThey still have this same logo, but instead it is all one color-blueThe 60’s style was more colorful


The psychedelic colors are good for magazine covers, where the goal is to attract the readers’ attention


readers of Playboy magazine

“Why this form?” the color choice, cartoon-like portrait, and use of morphed letters to fill space combine the playboy concept with the psychedelic aesthetic of the 60’s


symbol for Chase bank


public


The simple shapes and colors integrated together form a simple larger shape that is easily recognizable












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DesignerDan Friedman

Title of work / decadearticle for Visual Language 1973

Rational for choice

I liked the combination of modern and and a weather forcast


inform public of current and predicted weather conditions


readers of Visual Language magazine

“Why this form?”This modern style combines a black and white simple color scheme, and simple sans-serif type. It also shows the artists progressiveness by combining art with necessary public announcements.

1970’s




Designer

Dan FriedmanTitle of work / decade

poster representing Modernism in the 1960’s1968Rational for choice

The form and the concept were integrated very thoughfully

Designer

Robert Gersin and AssociatesTitle of work / decade

Package for O My Goodness! Instant Oriental Noodles 1979Rational for choiceI thought this image was hilarious especially because the noodles are just sitting on a cob of corn.


Make viewers see a visual and spatial relationship among the “N”’s


public

“Why this form?”This piece exemplifies the importance of and enthusiams about grids in design in the 70s. It uses an invisible grid as a medium. The typography itself, in individual letters, is also created using a grid


make consumers buy this product


consumers, public

“Why this form?”The exclamation on the package makes the consumer excited about the idea of instant noodles




DesignerPaula Scher, John Paul Endress


1978 album cover for CBS recordsRational for choiceHungry- image effective in catching this viewer’s attention

DesignerHerb Lubalin


Logo for Grumbacher 1979Rational for choicei like how the artist puts the most importance on the quality of the product itself, and let that be the selling feature


catch viewers’ attention


public

“Why this form?”starting to popularize the interest in aesthetic of common, unexpected items. Simple color scheme and recognizable food attract consumers’ attention to this record, unique cover


Make consumers see quality of product first hand and want to buy it


public, artists

“Why this form?”the simple form of this ad focuses on the product itself and its qualities that knowledgable consumers would be interested in such as the glossiness and consistency of the gel paint


Pentagram

Pentagram is a “remarkable and unprecedented design partnership.” Milton Glaser.

“Since 1975, the famed international design firm Pentagram has produced a series of signature documents known as the Pentagram Papers, exclusively for clients and colleagues. The design brilliance and quiry sensibility of the papers has never before been made available to the public at large.”

“Each paper explores a different and curious topic that, at one time or another, has caught the interest or sparked the imagination of the Pentagram partners. From the iconic to the obscure, the topics illustrate a wide variety of influences.” The Pentagram Papers

You are tasked with finding every letter in the alphabet from your environment.

Like Pentagram, you are looking for unusual or interesting ways to document your idea.

Document them with a camera,photocopy, or scan and compile into an A-Z alphabet.

You need to try three different ideas. Test each idea with “A, B, C” on the first page.

Choose the alphabet which best reflects the feeling of your surroundings and gives the viewer an idea of where you are.

Produce the rest of the alphabet for the chosen style.

Be sure to review the examples on Bb.

O U T + A B O U T


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A, B, C for idea one

A, B, C for idea two

A, B, C for idea three


D, E, F

G, H, I

J, K, L

M, N, O

P, Q, R

S, T, U

V, W, X

Y, Z.


CO N C E P T S I N AC T I O NRead chapter 9 in the text,“Guide to Graphic Design”

Create five more cards for the DESIGN(er) METAgame. For each card, be sure to consider the following questions as the designers describe their process:



Which designers used analytical based concepts?







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DesignerPentagram


logo reconfiguration in shopping bags, Rational for choiceunique interpretation of logo, creates an abstract effect


reinvent the saks image by using an existing logo


saks fifth ave shoppers and potential high end customers

“Why this form?”the rearranged grid creates a mix of organic and geometric shapes




Designer

George TschernyTitle of work / decade

Poster for Monadnock Paper, 1975Rational for choiceThe designer combines the two very different buildings and incorporates them both into a new style

Designernot namedTitle of work / decade

candle packaging using Bond No.9 logoRational for choiceI like that the only graphic used is a simple logo, but the candle still looks high end and thoughtfully designed

“What is the goal of this piece?”advertise the church in a new way by stressing the fact that it is in a large downtown area surrounded by much larger buildings


residents of new york and readers of monadnock


The black church contrasts the white, plain skyscrapers to juxtapose two different but important buildings


package the product in a sophisticated and appealing way


customers of high end stores, more concerned with sophisticated brands and packaging


the Bond No.9 logo is very well known and has an expensive and classic connotation




Designer

Greg HahnTitle of work / decade

Iconoclasts tv series opening title Rational for choiceThe photo is so simple and a lot of the subject is cropped out but it still is very representative of their personality and conveys that the person is involved in deep conversation

DesignerCOMA Amsterdam/New York


front cover of workspirit catalogRational for choiceIt grabbed my attention becasue they took the word nest literally and created an image of humans using a nest as a work environment- unique and conveys message of magazine completely


convey the theme of the show- two “innovators” involved in a complicated discussion


watchers of Sundance network, educated and involved tv audience

“Why this form?”the simple photo of a person talking and using hand gestures reflects the message at the bottom- “innovators”


convey message of this issue of the catalog- the need for humans to both net (network) and nest (have privacy and solitary work time) in the office environment


professionals, people who work in an office, readers of Workspirit and other office furniture catalogs

“Why this form?”The designer took the idea of nesting literally and conveyed the message by showing someone working on a computer in an actual nest


Find five examples in the readings, from the book, on ARTStor, etc. where the authors have used the juxtapositioning of two objects to create a new meaning or to emphasize a point. Be sure to annotate your findings.

Z E U G M A | PAC K AG E D E S I G Nnine dots •••••••••Connect all nine dots with one line.You may not lift your pencil from the paper.You may not back track over a line already drawn.You may cross a line already drawn.Be sure to document your process.

•••••••••••••••••••••••••••


•••••••••••••••••••••••••••

•••••••••••••••••••••••••••

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Designer

chris garland, david csisckoTitle of work / decadeposter for city, 1983

Rational for choiceexemplifies design style of 80s, the pastel colors remind me of easter


pique interest in opening of new furniture and design store, demonstrate the high quality design of the store


upper to middle class customers that can afford expensive furniture, those wishing to keep their homes up to date with the latest hi-style designs

“Why this form?”The vibrant colors and cubist style illustrations exemplify the hi-style design of the 80s




Designer

april griemanTitle of work / decadepacific wave, 1986

Rational for choice’vibrant colors, illegibility, collage

Designer

frank olinskiTitle of work / decade

logo for MTV ,1985Rational for choicegeometric shapes typical of 80s, reminds me of the carpet at a bowling alley


convince audience to visit this museum exhibition


art fans and artists, those who follow current museum exhibitions

“Why this form?”The illegible text and pieced- together collage are visually pleasing even though the meaning of the individual elements are distorted


capture viewers attention and the essence of the MTV network, convey the youthful, energetic style of the station


teens in the 80’s who were fans of pop music

“Why this form?”The bright colors and variated shapes create movement and energy




Designer

michael vanderbyl, jim crossTitle of work / decade

poster for Hickory Business Furniture, 1982Rational for choicecombination of old and new styles

Designer Tamotsu YagiTitle of work / decadeEsprit receipts, 1984 Rational for choiceI like that the aesthetic of the decade can even be found in receipt paper


convince audience and customers of HBF that the company andits products are trendy but also classic


customers looking for high end and modern interior design pieces

“Why this form?”the classic, ornate column conveys the message of sophistication and timelessness while the colored pattern reflects the modern design of the time


remind customers of the uplifting aesthetic of the Esprit clothing company


Esprit shoppers


The bright colors and simple geometric designs remind the customer of the modern, happy style of Esprit


D E S I G N ( e r ) M E TA g a m e C A R D SReview your research on Designer ONE

Create five cards for the DESIGN(er) METAgame. For each card, be sure to consider the following questions regarding Designer ONE’s process:

What is the importance of observation to this designers process?

Where does Designer ONE get inspiration?

In what ways does Designer ONE use research to generate concepts?

What did you learn about your own design process as the result of studying Designer ONEs process?






DesignerE. McKnight Kauffer

Title of work / decade“Greece fights on” 1942

Rational for choice

dark silhouette symbolizes strength, traditional 40s style


displays the strengthand stability of the Greek forces in the early 40’s, when this poster was made


citizens of Greece and of other Ally countries

“Why this form?”he flag angled forwards in relation to the direction of the face elicits the notion of forwardness and “fighting on”.

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Designer

E. McKnight KaufferTitle of work / decade

Reigate, 1915Rational for choicehill dotted with trees, with a background of agricultural fields that are visible between the tree trunks, focus on nature

Designer


Metropolis, 1927Rational for choiceGeometric/ futuristic/ cubistic styles mixed


depict feeling of nature and get people to want to travel to Reigate to experience it


English people who travel by train


the depiction focuses on the beauty of nature by showing the glowing sun pouring through trees on a hill


create a modern image for the magazine


urban citizens in the UK/ readers


cubistic image of a bustling city creates illusion of energy and motion




DesignerE. McKnight Kauffer


marthas vineyardRational for choicecolorful coastal houses and pretty nature make the scene inviting

Designer


ConnecticutRational for choiceI like the focus of the poster, the river and how it winds down the page creating a place for the buildings and farms


create an idea of a quiet, sophisticated coastal town and get people to visit it via the new haven railroad


families, elite, upper-middle class, vacationers, new haven customers


the background of colorful sunsets and buildings make the town seem fun, happy and welcoming


display the various aspects of Connecticut and the variety of things to do there, get people to visit it on the new haven railroad


people going on vacation, railroad customers,

“Why this form?”winding river with various settlements along it. This creates the idea of a landscape which is ideal for exploration


D E S I G N ( e r ) M E TA g a m e C A R D SReview your research on Designer TWO

Create five cards for the DESIGN(er) METAgame. For each card, be sure to consider the following questions regarding Designer TWO’s process:


Where does Designer TWO get inspiration?

In what ways does Designer TWO use research to generate concepts?

What did you learn about your own design process as the result of studying Designer TWOs process?






Designer

Woody PirtleTitle of work / decade

Rational for choicei like the double juxtaposing going on with the day and night and the two buildings from different cities. When it is day in one city, it is night in the other


juxtapose the similarites of two countries by showing two of their similar buildings


citizans of the US and the UK, where these buildings are located, Pirtle did a lot of word for amnesty international

“Why this form?”the day and night juxtaposing is similar to the juxtaposing of the two similar but unique buildings

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Designer


Murray’s logoRational for choiceThis fogo reminded me a lot of other similar logos

Designer


UCLA extensionRational for choiceI like the vintage look created by the hand drawn and colored sketches of the bikes, i also like the unicycle on the top


make this brand seem traditional, homemade, and familiar to the public


consumers,

“Why this form?”the red and hand-made looking type is familiar to many consumers- a lot of logos are similar looking including Coca Cola and Heinz. Makes the company seem reliable and traditional


create a unique and memorable poster design for a youthful and energetic event


UCLA students, potential visitors to UCLA extension

“Why this form?”The black background with colored sketches creates a modern style




Designer


Stop the Plant 2002Rational for choice

The skull made of smoke sends a clear and powerful message

Designer


Brook Farm posterRational for choicei like the style of black and white sketches with a single colored area


motivate people to oppose a cement plant


residents of Hudson Valley area who are subject to having a cement plant built in their community

“Why this form?”The skull shaped smoke is a symbol of pollution and human destruction against the bright blue sky in the background


display brand as humanistic and natural, promoting authentic and handmade products


consumers concerned with health, nutrition, and natural products

“Why this form?”the rought black and white sketches create an antique and natural feel


D E S I G N ( e r ) M E TA g a m e C A R D SReview your research on Designer THREE

Create five cards for the DESIGN(er) METAgame. For each card, be sure to consider the following questions regarding Designer THREE’s process:


Where does Designer THREE get inspiration?

In what ways does Designer THREE use research to generate concepts?

What did you learn about your own design process as the result of studying Designer THREEs process?






Designer

Donovan & GreenTitle of work / decadeouter places title sceneRational for choiceLooks very futuristic and reminds me of the cosmos title sequence style


create a visually interesting and accurate depiction of a space scene to attract fans of science and science fiction


fans of science and science fiction, who use the outer places website


very high resolution, makes it feel like you are actually there

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Designer

Donovan & GreenTitle of work / decade

Corning exhibition experienceRational for choiceUnique exhibition, medium is light and the surfaces that reflect it

Designer

Donovan & GreenTitle of work / decadeBarneys NY bags

Rational for choicethe style is very simple and elegant, monochrome color scheme with only the orange as the color


create a unique space in the new Corning headquarters


customers and potential clients of Corning Technologies, as well as employees who work in the building

“Why this form?”light is used as a metaphor to represent evolving technologies


create a sophisticated and high end set of bags and boxes


Barneys customers, high end shoppers and fashion enthusiasts


the simple black and white and orange color scheme with simple gold type looks expensive and displays the brand name




Designer

Donovan & GreenTitle of work / decade

texas instruments sun dialRational for choice

DesignerDonovan & Green


save lives posterRational for choice

data still meaningful and somewhat understandable even though the graph is skewed to create rainbow effect


create one of the largest solar clocks in the world to symbolize their focus on “communication vehicles”


scientists/ engineers, workers at texas instruments and similar fields

“Why this form?”The large and futuristic structures symbolize the next projects that TI is working on


show data visually in a unique and uplifting way


Associates of the Medicines Company, patients, other medical companies

“Why this form?”the rainbow depicts the data in an optimistic perspective


D E S I G N ( e r ) M E TA g a m eGAME ON !

Bring all of your designer cards to class.

From the decade readings:5 cards from the 40’s reading5 cards from the 50’s reading5 cards from the 60’s reading5 cards from the 70’s reading5 cards from the 80’s reading

From the 3x5 designer research:5 cards from designer ONE5 cards from designer TWO 5 cards from designer THREE

For this project you will beplaying/documenting/judging the DESIGN(er) METAgame.

Divide into groups of three.Two will play and one will judge.Take turns until everyone has had the opportunity to act as judge.

Documentation of all bouts must be recorded on the game mats and included in each players workbook.

The slide deck posted on Bb has examples of the rules as well as examples of game play.


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CO N C E P T S I N AC T I O NRead chapter 9 in the text,“Guide to Graphic Design”

Create five more cards for the DESIGN(er) METAgame. For each card, be sure to consider the following questions as the designers describe their process:



Which designers used analytical based concepts?







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Designerchris garland, david csiscko


poster for city, 1983Rational for choiceexemplifies design style of 80s, the pastel colors remind me of easter


pique interest in opening of new furniture and design store, demonstrate the high quality design of the store


upper to middle class customers that can afford expensive furniture, those wishing to keep their homes up to date with the latest hi-style designs


The vibrant colors and cubist style illustrations exemplify the hi-style design of the 80s




Designer

april griemanTitle of work / decadepacific wave, 1986

Rational for choicevibrant colors, illegibility, collage

Designerfrank olinskiTitle of work / decadelogo for MTV ,1985Rational for choicegeometric shapes typical of 80s, reminds me of the carpet at a bowling alley


convince audience to visit this museum exhibition


art fans and artists, those who follow current museum exhibitions

“Why this form?”The illegible text and pieced- together collage are visually pleasing even though the meaning of the individual elements are distorted


capture viewers attention and the essence of the MTV network, convey the youthful, energetic style of the station


teens in the 80’s who were fans of pop music


The bright colors and variated shapes create movement and energy




Designermichael vanderbyl, jim crossTitle of work / decadeposter for Hickory Business Furniture, 1982Rational for choice combination of old and new styles

DesignerTamotsu Yagi


Esprit receipts, 1984Rational for choiceI like that the aesthetic of the decade can even be found in receipt paper


convince audience and customers of HBF that the company and its products are trendy but also classic


customers looking for high end and modern interior design pieces

“Why this form?”the classic, ornate column conveys the message of sophistication and timelessness while the colored pattern reflects the modern design of the time


remind customers of the uplifting aesthetic of the Esprit clothing company


Esprit shoppers


The bright colors and simple geometric designs remind the customer of the modern, happy style of Esprit


Find five examples in the readings, from the book, on ARTStor, etc. where the authors have used the juxtapositioning of two objects to create a new meaning or to emphasize a point. Be sure to annotate your findings.

Z E U G M A | PAC K AG E D E S I G Nnine dots •••••••••Connect all nine dots with one line.You may not lift your pencil from the paper.You may not back track over a line already drawn.You may cross a line already drawn.Be sure to document your process.

•••••••••••••••••••••••••••


•••••••••••••••••••••••••••

•••••••••••••••••••••••••••

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Remember the visual puns and forcing connections?

Remember the visual thesaurus and nature and music?

Remember having your breath be taken away when you discivered something truely inspiring, appropriate, innovative?

Remember the exploration of your unique environment?

Please consider the following and include your thoughts and observations in your workbook.

All semester you have been collecting the raw materials to design a promotional piece for a concert titled “INUKSUIT”.

This concert will take place in the community where you have spent the semester. Knoxville, Madrid, Hong Kong.

This concert will take place on earth day.(look it up)

This concert will take place out of doors.http://www.newyorker.com/online/blogs/newsdesk/2009/09/video-john-luther-adams-inuksuit.html

Your audience is students like yourself, busy people who you will have to make curious enough to attend.

Questions for reflection:How will you define the problem?Hint, while this music might have been inspired in Alaska and the title references the rock sculptures; will an image of an alaskan rock scupture really convince you to change your busy schedule and attend an outdoor concert?Be honest.

You are creating a visual experience that will forshadow an experience that has yet to happen. There are no photographs.



Remember having your breath be taken away when you discovered something truely inspiring, appropriate, innovative?

Remember the exploration of your unique environment?

Listen to the interview;Mindmap and brianstorm unusual juxtapositions;think laterally, think outside of the box;surprise yourself.

S Y N T H E S I S | P O S T E R D E S I G N


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Use the right column to record your thoughts, reflections & notes as you work through your thought process.

INUKSUIT CONCERT

KnoxvilleEarth DayOutdoorsPercussionAlaskaStone markerMelting ice, rising sea“let’s hear what we could see”Audience of students

In the John Luther Adams interview video, he said something that grabbed my attention. He said that instead of “let’s see what we could hear”, the Inuit people would rather say “let’s hear what we could see”. I decided to use this as the slogan for my Inuksuit poster design. I also used the sketch of the stone stacks from the video to form the background of the poster with drumb sticks that look like they are playing the rocks themselves. I also included some information about the culture of Inuksuit and its origins to get people interested enough to attend.


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S Y N T H E S I S | P O S T E R D E S I G N


I N U K S U I T“Let’s hear what we could see”

Earth Day 2016 • World’s Fair Parkan outdoor percussion performance inspired by the sounds of the alaskan bush




Remember having your breath be taken away when you discivered something truely inspiring, appropriate, innovative?

Please answer the following and include in your workbook.

Questions for reflection:Where do you find inspiration?

I find my inspiration in everything around me, and in things I have learned in the past.

What was the biggest surprise this semester?

The biggest surprise was that design is actually just a way of thinking, learning and teaching.

F I N A L T H O U G H T S


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Describe your creative process.How do you get started?

I start my creative process by brainstorming relationships between what I’m thinking about and anything else that is relevant- or irrelevant to build ideas on one another.



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How do you keep yourself motivated?

I motivate myself by invisioning the finished product and the feeling of satisfaction I will have when it is completed.

What is your process when you feel stuck or scared?

When I feel stuck I either take a break and come back with a new perspective or try to look at the problem from a different angle.



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What do you still want to learn?

I would like to learn more about the grid system and more interactive design processes.



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What questions do you ask yourself as you explore a problem?

I think about how the client, audience and designer have different perspectives and end goals. I ask myself, “how would each of these groups approach this problem?’.

What are things you will change or alter in your process as you move forward?

I will take more time to brainstorm and build up a bank of ideas to pull from.



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How has designer research and the designer card game influenced your thinking and ideas?

The card battle games help me to pick unique cards by thinking about what arguments I can make about a piece.



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Reflect on your process and your workbook, how has your work changed since the beginning of the semester and how has it stayed the same?

At the begining of the semester I focused more on the actual drawing part of design, but by the end I learned to pay attention to the concept and process of the design.



unit 251 / Beginning Graphic Design

The University of TennesseeGraphic Design Program

Introduction

251 is the beginning of the graphic design sequence. This class will build on the foundation which all

of your previous foundations classes have established. 251 is a rigorous class in which all students are

expected to adhere to the standards outlined in this syllabus. This semester will introduce new ideas,

new concepts, and new ways of thinking. You are encouraged to embrace all that you encounter,

pushing yourself farther than you think you can go. Your ideas and opinions will be the core of class

critiques and discussions. Your instructors will provide resources, tools and guidance to advance your

knowledge and critical thinking skills, but it is up to you to come to each class prepared, with an open

mind, and with the willingness, motivation and desire to progress in the study of graphic design. You

will be asked to make numerous choices. These choices will determine your level of success in this

program.

Objectives1.To break down the creative chain into: thought into ideas, ideas into concepts, concepts into message

2.To generate multiple concepts and successfully evaluate and edit those concepts

3.To orally communicate ideas clearly

4.To learn and apply your individual design process

5.To broaden and document your process for exploration and self motivation

6.To understand and apply the visual principles to execute concept

7To gain an understanding of the designer’s role

What will you do/read/explore this summer to prepare?

Be sure to document your experiments for your 251 process book.

Documents

Final workbook