Vis Com 3 -Logo/flag design

Logo and flag design is similar in the disciplines and criteria that they have for designing. The fact that simplicity, few colors and symbolism are what makes a design strong. Both needs to be able to work on small and large sizes and be clear enough to be remembered. They both need to be distinctive and have a thought process behind the finished design, so that it really shows its meaning through its design.
The differences however are that logo design doesn’t always have to be so simple that a child can draw it, and it can use letters if done right. A flag design will be used by all people, while a logo could be directed more towards a specific audience.

I think I might be focusing a little too much on how to use the letters and too much on the  word itself, instead of looking at the meaning behind it to come up with a more abstract but meaningful logo. I should think more about what I want it to symbolize and what I want people to feel and see when they look at it, rather than how the word is shown. Maybe thinking about how people evolve and move forward, so looking more at movement and how that can shape a form etc.

I think for me the video makes me want to use my logo in a simple design that can go on basic products people use in their everyday life. I would also want to focus on using patterns or texture in doing so. That way it will be something that is remembered and an easy access for marketing. It could be a coaster for drinks that are served, on coffee cups etc. Somehow using material in a way that people would want to use and feel proud of owning, instead of just a simple logo on a paper.
From the video I learned that the design principles are important to always think about, in all sorts of design. The make a big difference, and even if I know them it is always refreshing to hear them again and look at ones design in perspective.

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VisCom 3 – 13 Ways Designers Screw Up Client Presentations

For this week we were asked to read an article about presenting your work: https://medium.com/@monteiro/13-ways-designers-screw-up-client-presentations-51aaee11e28c#.ezi4bmcyk. It talks about what to think about not doing when presenting your own work. I found it very interesting and very helpful to read, and I can agree to the points the author is making. Both as something I myself have done, and other things I’ve seen other people do. Presenting your work really is an important part for if you aren’t showing that you believe in your own work, why would other people believe in it? Most of the information I have heard before, however this was more clear and straightforward. Making the information really sink in and it made me realize how important it is to practice critique and how important it is to present it well. Especially how bad it is to apologize for your work, not being confident. Some of the new information is to not talk too much about fonts, being so used to critiquing in class where we all talk in those terms.

I myself often find that I am a people pleaser, and I always want people to be happy. While this can be a good thing most times, within design I can see it become too much of me pleasing people giving them what they ask for and wants, rather than giving them what they would need. Which in the end will be less helpful for everyone. Telling people my real opinion would give them more out of me, than me trying to just please them. Another point I can see myself being guilty of sometimes is reacting to a question as change request. I don´t think it´s as extreme as it sounds in the article, I do most often answer the question. It would refer more to after answering question, and comes together with the people pleasure. I can see myself being willing to change to please someone, rather than defending my choices.

For me, when doing student work, the professor is the main client, since he/she is the one deciding the main topic, the timeline and in the end will approve it. In some part however, depending on the class, I myself could in a way be seen as part of being the client when deciding names, direction and making most of the decisions. For the most part though, the professor giving me the assignments will be the client that I should present and work for.

VisCom 3 – Critique

For this blogpost we have been asked to critique a conference design. I chose the one below because I was really intrigued by the use of line and patterns. It feels cohesive throughout out the design with similar weight of line works, similar color scheme and shapes being repeated.

The variation of pattern and the use of white space and simple designs gets your attention, and helps the viewer focus on the focal point. The poster design especially does this, and it also plays with hierarchy through size differences and color. The way act is spelled out through the use of color makes a big impact and creates an interest in learning more about it. It catches your eyes through the contrasting color, and makes you stop and think for a moment.

One thing that I feel is missing is a chance to find out more about the topic. This could be fixed by adding a few sentences or a link for people who are interested. Now this would need to be done so that it doesn’t take away too much of the negative space, and so that the design itself is still simple. I would also want to see a little bit more of variation in the use of patterns, color and space. It all works great together but could potentially have a tendens of becoming too unified, not bringing enough contrast or interaction with people throughout the whole design.

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Source: https://www.pinterest.com/pin/562527809690360367/

Vis Com 2 – Unit 8, Expert Paths and Collaborations

In unit 8, the last chapter in Graphic Design School, the book talks about the different paths that we have read about, and their different skills needed as well as the ups and downs one might have within the specific area. It goes into details within subjects such as Logo design and brand identity, motion graphics, web design, editorial design, environmental graphic design as well as advertising and information design and data visualization. At the moment, my interests lies mostly between logo design, web design and advertisement. I will therefore look more closely at those in this blog post.
For Logo design, one will create logo, branding, for clients. It will involve a process of research, collecting information and forming a logo that shows their identity through form and symbols etc. Detail oriented, flexible and well developed design and problem-solving skills are some things that makes someone a great identity developer.
For web design, one has to be interested in emerging media. This includes some coding such as HTML and Css, and one needs to be kept updated about trends within the world of the web, as well as the evolving technology. Web designers mostly create and perfect clients online presence and identity.
As for Advertising, the designers job is to find innovative and convincing ways to sway the public consciousness, through commercial advertising, as wells as to promote social change and raising awareness of local and global issues such as health etc. Good skills to have are artistic ability with a clever visual thinking, research skills and knowledge of customer psychology and cultural tastes, ability to work under deadlines and pressure and cultural currency.

For the outside source I decided to look around and read about differences between some of the careers, to figure out if I feel like one or the other would be a good fit for me. I found a web site which is talking about being a graphic designer versus web designer.
On http://www.rasmussen.edu/degrees/design/blog/graphic-design-vs-web-design/ we can read that for the graphic design field one should put art first, they will have a one-way relationship with their audience, emphasize visual theory in their designs. They should focus on how a design communicates a message to its audience and they only get one chance to succeed once it´s sent to print.
In contrast, a web designer should see the art as a way to leverage technology, they will have a mutual interaction with their audience, employ an engineering approach to their designs, predict how a design will make its audience feel and react and they need to know how to design for versatile mediums (i.e, laptop, tablet, smartphone) as well as knowing some more technical skills (i.e., coding and programming). Being a web designer also means that one can develop and enhance their work over time.
Looking at these we can see a clear difference in the personality that might work better between the two design fields. I am still not sure which one fits me better, but it´s helpful to see what´s out there and to start consider what would be a better fit.

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Source: http://www.popularmechanics.com/science/environment/g53/environmental-ads-44102408/
Here is an example of an creative advertisement. The designer makes the audience thinks beyond commercial things, and goes into environmental awareness. The earth is slowly melting and they are showing it through an ice cream, something that everybody somehow can relate to and therefore are more likely to be affected by the information.

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Source: http://www.fromupnorth.com/inspiration-gallery-040-creative-ads/
Here is another example of an advertisement that are using a creative idea. They are playing with the public consciousness in that they are waiting for the bus, and the designer are putting a poster right by the bus-stop. Therefore they know that they are all waiting, and can play with this information in a way that might bring their attention.

Screen Shot 2016-05-25 at 1.03.37 PM.pngSource: http://www.marssaie.com
This one shows a good example of taking a logo design, and bringing it into a branding. This would be part of the job for someone working within Logo Design, as part of creating the logo itself. It often includes creating the whole identity for a client.

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Source: http://www.creativebloq.com/graphic-design-tips/information-graphics-1232836
This is a long picture, but it explains Logo Design in a fun way, and shows how long a process can be and what it might include. It´s not only about creating a logo, but there is a lot of research and thoughts that needs to happen in the process.

Vis Com 2 – Unit 7, Web Design

Unit 7 in the book Graphic Design School talks about Web and Interactivity. It covers all from a web designs project development to coding, programs, what to think about for a meeting to designing a website, phone app or iPad etc. Since web design is becoming a big part for companies and therefore becoming more popular within the design world it was helpful to read more details about what to think about and different options for different situations. The book talks about how the process to creating a well designed website starts with planning: meeting with the client to talk about the goal and what the sites´main focus is. Then comes the content gathering, flowchart (mind map), and contracting. After this comes the designing phase, including wire framing, design sketches and figuring out dimensions etc. When all this is decided and confirmed the coding is to follow, which most often includes HTML and it is therefore important and a great skill to know. Before launching the site it is important to have another person help testing it, looking for broken links, typos or something that might be non-working. After launching the sites it can be a good idea to give directions and training to the client, as well as following up on feedback from people who are using the site as well as from the client. The book also goes into more details about different programs for coding, different programs to create mock-ups and wireframes, the structure of projects, consultation, IA (UX), elements of a web layout, and the different in a web site, phone app and iPad.

Being that I last quarter took a class in creating a web site, as well as recently started working within web design, I wanted to look at other sources for more information about what to think about when designing a site and what is trending today. On the site http://dogulindigital.com.au/tips-techniques-creating-website/ we can read more about what elements are popular right now and how to best achieve them. Being that the web is constantly changing one has to always be on top of what´s new and trending, and things that worked a few years ago most likely won´t work today. What´s in today? On the site it is stated that “Firstly, there is a new protocol, HTML5. This promises to facilitate Responsive Design and integrate functions that once required browser plug-ins to work. Secondly, low-powered devices have stormed onto the scene and websites have to be optimised for smartphones and tablets.”(Dougulin digital). It is therefore important to keep up with the different evolving sites etc. As of right now, some of the best designs are focusing squarely on user experience and function. This means keeping a simple design that helps the audience use the device effectively and knowing where to click and what to do.

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These two pictures shows examples on how one can treat going from a website to iPad, to iPhone. Since they all are different sizes it is important to consider their different layouts and how to treat different photographs, paragraphs etc. http://designmodo.com/responsive-design-examples/ 47524b86a0ba9fa973d1b6cf1f2d963d.jpg
This photo shows how a layout for the web looks with an organized grid. Even though it´s not a print it needs to be organized so that the audience easily knows where to look and so that it has a authentic look. It needs to be both visually pleasing as well as easy to navigate and understand. Source: http://uxmovement.com/wireframes/wireframe-effectively-on-the-new-improved-970-grid-system/

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This picture shows an example of a website. I think it looks well thought out with negative space, good typography and buttons for a clear navigations. It also works with color scheme and photographs, to give contrast but still keeping it simple. Source: https://www.behance.net/gallery/22672365/Mobius-Responsive-Multi-Purpose-WordPress-Theme

 

Vis Com 2 – Print

For this weeks blog post we read about printing: the different colors and file settings that are important to think about as well as the media used etc. Being new at this area it was very helpful to get more into detail and really read about this subject. Something that I feel was helpful was to consider the different files one would use, such as pdf/x, and how one should save it. I´ve always felt like I have known only part of the process, and so it was good to look at the basics again before moving forward. Another really great part of the textbook is about color, for it is always tricky to know what one should consider and think about, and how one should treat the process to print a product. Even small things like the saving process, again, and how to finalize the end file. Another good point to consider is how to create a convincing presentation can be very important, in order to have the client understand the concept and idea. In order to help with this it is important to look at the crafting process, and to realize that “although a bad concept can´t be saved by good craft, a great concept can sometimes suffer if it is poorly crafted”. This is something that I haven´t always thought about before, but it definitely makes sense in order to get on the right direction towards the client´s final goal etc.

When looking around on the internet, reading for other good sources on the topic I looked more in to the color-matching process. On the website http://www.creativebloq.com/print-design/how-match-colour-print-1131720 we can learn some steps about what to think about.
To start with, the site explains color matching as “the process in which you make efforts to ensure that the colours you see on your screen are accurately recreated when your design is printed”. They then gave 10 tips on how to best do this:
1) Optimise your workspace: Make sure that you are viewing your screen straight-on, remove the bright light sources that might cause reflection or glare on your screen which may affect the way your eyes interpret colour.
2) Use a decent monitor: Cheap low-end monitors might not reproduce colour accurately across the entire screen.
3) Make sure to check your eyesight: eye prescription, failing to keep this up to date can result in your own personal colour perception being affected.
4) Calibrate your screen: “check so that your screen is accurately reproducing colour. There are lots of ways you can do this, but the easiest is to buy yourself a calibration tool such as the Spyder or Pantone’s Huey Pro. Both these devices work by measuring the ambient light in your workspace as well as the light emitted by your screen, adjusting the colour space your monitor works within to compensate for both factors and reproduce accurate colours”.
5) Work in the right colour space: There are several different colour space profiles installed on your computer (RGB vs CMYK etc.).
6) Soft-proof your work: As well as printing your work, you can also simulate the printed look in some applications, allowing you to get a semi-accurate idea of how the final printed work will appear.
7) Talk to your printer: If you’re attempting to reprint something you’ve previously sent to commercial printers, or match an existing piece of collateral, it can be worth to speak to your printers. By providing them with a sample of the previous work so they can help you with the colour matching. This is especially helpful if printing large amounts, and to then do this with a few samples.
8) Use a color library: When printing for a specific brand or client, consider using a colour library system such as that offered by Pantone. This can help you and the client to pick a color in exactly what the printer will print.
(Words in the list by Sam Hampton-Smith)

 

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This is a good picture that explains differences in color and sizes between print use or web use. It shows more broadly of what to use for resolution, file and color setting when doing print etc.
Source: http://www.brandigirlblog.com/2012/03/print-vs-web.html

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Here is an example of a pantone color matching set. You would look for a color that fits your need, and then this would be match for the printer setting. Pantone sometimes also has different booklets for different papers.
Source: http://www.pantone.com/pages/products/ProductImage.aspx?pid=67&lid=8

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This picture shows an example of a setting to see a preview your work in a simulated print environment on-screen.
Source: http://www.creativebloq.com/print-design/how-match-colour-print-1131720

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This picture shows a clear difference from printing CMYK (top) and Pantone spot (bottom). It is a lot clearer and clean when using spot pantone, while for the CMYK the printer had a hard time mixing and printing the right color in a clean way.
Source: http://www.andrewkeir.com/printing-type-colour/

 

Vis Com 2 -Tools and Technology

This week we are looking at different tool that helps a designer to create the best results. The book talks about photography, different editing programs and the packaging of a file. To start with, having a good basic photography skill, and a good camera, is a great start. To be able to store pictures that you, yourself, took and to know how to shoot pictures one needs. When taking photos it is important to think about angles, and to consider the purpose of the design challenge. Sometimes you might need to get things before you shoot. It it also a good idea to try to capture images that reflects the design sensibility and that reflects the message. It´s always good to keep in mind that even though there are many programs, and possibilities, in how one can edit a photograph, there are some limits to how much that can be done electronically. The book also talks briefly about the importance of having a good storage system, to keep the photographs and files backed up on something more than only your computer. We can also read about InDesign, and QuarkXPress, as well as Photoshop, Illustrator, Flash and After Effects. These are all valuable and essential to know basic tool within, in order to have the best designing opportunities.

When looking at other sources and artist I found this Swedish artist, Eric Johansson, who does some amazing work with the use of photography and photoshop. On his website: http://www.erikjohanssonphoto.com/commissioned/#/barncancerfonden/ there are multiple well done examples, where we can see how Johansson considerers how to shoot a photograph, using mediums to during the photoshoot, and then afterwords add effects in photoshop. There are behind-the-scene videos and Johansson talks about the long thought process, materials needed and the different steps – showing an example of how one can connect photography and design thinking in an effectual way.
On the website it talks about how “Erik doesn’t capture moments, he captures ideas” and this is interesting how even just a statement explains how his process is more than just taking a photograph, it´s about the thoughts and the process behind it. In order to make a great picture, one needs to consider more than just composition and lighting etc.
We can read on the site that “To Erik photography is just a way to collect material to realize the ideas in his mind with a problem solving approach. Although one photo can consist of hundreds of different images he always wants it to look as if it could have been captured. There is no CGI or stock photos in Erik’s personal work, just complex combinations of his own photographs” (about). The one hard thing about this process is how much time that´s needed. It often takes longer than one would expect and takes much effort to achieve. However, when doing a smaller project for a design it could still make a big difference to consider the meaning of a photograph compared to when randomly shooting photos. This again shows how much of the thinking process needs to go in to a design, and how photography together with photoshop can be a great tool for creating a stunning design.

1431070207973.jpegSource: http://www.erikjohanssonphoto.com/commissioned/#/unboxing-fyrklvern/
This is one of the pictures by Eric Johansson, where he created a “box” to market the opening of a new building. It shows the box opening up, as if someone is unpacking the building. This was made with photoshop, edited photographs together and printed out big.

1431035076365Source: http://www.erikjohanssonphoto.com/commissioned/#/brain-games/
This is also a work from Eric Johansson. We can see how he used two different landscapes, two pictures, and put them together. In photoshop he also added the texture of a sheet to one of the landscapes, to make it look as if it is pulled down to open a new, greener, landscape.

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Source: https://www.pinterest.com/pin/103512491409587000/
This picture shows how material from outside can be a smart way to create a photograph, and it creates an interesting way to communicate a meaning etc.

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Source: http://calmcalmcalm.tumblr.com
Another fun way to use photography as a tool together with illustrator is to use illustration on a photograph. This creates a fun mix of creativity and realism at the same time, and their are a lot of options on what one can do with the technique.

Unit 3 – Color Theory

For this weeks blog we are looking at color theory. The book, Graphic Deisgn School, talks about the color terminology such as hue, saturation and tone. How to think about RGB versus CMYK and Pantone colors. It can be hard to get the right color printed and it is therefore important to know how the different color systems work and how the subtractive color (CMYK) works different than Pantone etc. It then talks about color legibility, and what to think about when using color for a purpose. It is important to know the medium and where the colors are going to be looked at/through and to decide how bright of colors and what contrasts you need. For me I find it interesting to read about the color associations, and how one color means something for one culture and another thing for others. Therefore, especially within international designs, it is important to always keep that in mind. It also fascinates me how colors can convey such a different feeling and opinions. Red, orange and yellow are warm colors and gives out feelings toward cheeriness, good health, exciting or aggressiveness. On the other side, blue and green colors gives a cooler feel and can be seen as peace, safety, calmness and depression. Compositions close in value can be seen as hazy, vague or introspective while dark combinations can be seen as night, fear and mysterious. High color are often associated with dynamic and movement. Another really interesting part is how color is such a good tool for giving information, and to organize different datas, and how “psychologists have proved that the color of an object is seen before its shape and details” (Graphic Design School, 96). We can therefore use it for things as direction in big building or to show different train routes on a map.

On the website: https://designschool.canva.com/blog/color-tips/ we can read more about what a designer should do in order to treat colors right, and the article talks about 10 tips in particular: (1) Capture inspiration on-the-go. If you see a photograph or something in your everyday life that you like, sample colors from it and bring in to photoshop where you can make a palett out of it. (2) Use your color wheel. The analogous colors can be seen as your friend, while the complementary colors your lover. (3) Borrow from interior design.  Often many different designers have to work with colors, and Interior designers needs to know how to harmonize spaces using textures, objects and color schemes that blend well together. This could also be used within graphic design, especially the rule they use about having 60% – dominant color, 30% – secondary color, 10% – accent color. (4) Save what works. Save and store color palettes that works for later use. (5) Use the trusty pantone set. It can be very inspiring to step away from the screen for a bit and instead look at a physical color swatch. (6) Bring in colors from nature. Nature has a lot of inspiring and beautiful colors, where color combinations can be endless. (7) Stick to three or four colors. Unless your going for a rainbow design, using more than three or four colors can be too overwhelming. Instead, less color keeps graphics looking clean. (8) Match colors to your topics mood. Remember what your design is for and think about a specific mood that you would like to associate with the activity. (9) Search Pinterest for palettes. Pinterest has an incredible large amount of palettes and is an easy way to find inspiration. (10) Follow sites that are for color lovers. Get inspiration and tips from other designers.

All of these tips are a helpful way to get started with choosing colors, and together with the knowledge about different associations, different systems and how to treat color a designer would be in a much better shape when creating different posters or designs.

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Here is a picture showing different suggestions of color palettes used from nature. As mentioned in the text above there are sometimes almost endless combinations and therefore a our environment can be a great place to draw inspiration from. Source: https://designschool.canva.com/blog/color-tips/
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This graph is showing different ways colors are associated, especially within marketing. This is an important part to consider when creating design, especially for advertisements and branding. Source: http://louisem.com/6007/the-psychology-of-color

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Here is a large picture showing different ways people think about colors, how they most often are used etc. We can see how blue is a favorite, and since it´s associated with trust and peace many companies such as banks etc often uses blue for logos and such. Source: http://visual.ly/what-your-brand-color-says-about-your-business

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This is from eye on design, AIGA and I think it shows as a good example of how color conveys different feelings. The design on the bottle is overall similar, but still differs in style and feeling. Source: https://www.pinterest.com/pin/493425702902875919/

Unit 3 – Typography

This week we are looking at typography: its anatomy, styles and what to think about when choosing and using it. To start, Graphic Design School by David Dabner gives as a look at typography and why it is important to know the anatomy and some history. Some of those things are to help see the differences between what´s good or bad, what´s working and not working in different situations. These would be things like x-heights, serif versus san-serif, descender and ascender and the different classifications etc. After looking at all of these, it´s good to think about when you would use what style and why. Is it a display or body text? Is it for publication or book?
Another important part to think about when it comes to typography can be to consider emphasis and hierarchy, and how to convey the right feel, and show the important words, by the use of multiple elements such as contrast and position, the weight of the font, contrast between size and weight as well as typestyle. Before starting on the designs, it´s therefore important to consider what it is that you want to convey and how that´s best done.
Looking more into how text works for products we can read online, at fonts.com (http://www.fonts.com/content/learning/fontology/level-2/text-typography/text-emphasis),that text emphasis is a valuable technique, especially to help the reader see special words and key phrases. Before deciding which form of emphasis would work best for a specific usage, it´s good to consider whether one wants to create a soft emphasis or a strong one. When that´s decided, some things to decide between according to the article is: Italics or obliques, Bold (weight contrast), All caps, Type size and style as well as color or tint.
I also found an article, (http://www.creativebloq.com/typography/give-your-brand-personality-31514414), talking about typography used for logos, and the importance of using the right type that fits the company´s personality. Type can sometimes be overlooked at as tool but actually plays a big role. The article talks about how people are starting to find more unique formed type, creating their own to fit their style and to be original. It also talks about how a font needs to work as a unity and fit multiple purposes, and then states that “When creating new typefaces for brands, the conversations between brand and typographer need to be extremely thorough in order to achieve the right personality and an appropriate tone of voice” (creativebloq).
We can therefore learn that typography itself is important to know as a designer, not only what looks good or not but why and when to use what, what the different options are and what they all convey. Anatomy, classes and more importantly the spacing is a big part of it and will affect the end result.
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Here is an example where multiple emphasis of the text are being used. The color, size and weight are all different, but there´s still unity with the font style which creates a balance still.

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http://www.wearebranch.com/project-spotlight-kay-li/
This logo is using font as a main tool, however they have changed the K to give a personality and to make it more original. They are also using different weights to help emphasize the Kay, and create a more interesting style.

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This poster is using a more settle difference in size, but also adding bolder text as well us underlining som things, to help with the emphasis and focal points. They are also using a letter as an abstract object.

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https://www.bloglovin.com/blogs/designspiration-featured-rss-feed-2970669/4789456174
This picture are using text as an image. The text itself reads hide, and then the letter are hiding in under the ground, creating a deeper visual meaning to it.

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http://www.fromupnorth.com/typography-inspiration-1191/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FromUpNorth+(From+up+North)
This picture are using fonts to finish the picture, and therefore in a way also using text as a meaning to show a message stronger.

Unit 2 – Vis Com 2

For this week we are looking at Unit 2. To start with it talks about different principles and basic compositions such as negative and positive space, symmetry versus asymmetry etc. It then goes on to talk more about layouts. How the grid system is important and how it works as well as looking at designing magazine layouts, pace and contrast, size and format and branding. For me, I´m finding an interest in the magazine layouts as well as branding. For magazine layouts not only is it important to look at the layout itself using grid and structure, but also to consider symmetry versus asymmetrical styles, pace and contrasting different elements. It´s interesting to read about the fact that few things are actually design to be a stand alone pieces – especially when it comes to branding. Logos and campaigns have to belong together, they have to have common design elements that both binds and identifies them. This happens through coordinating a design strategy that is flexible and allows for changes and variations while still being consistent. This could through keeping designs the same with the ability to change its colors, images and titles but still keep the same elements in type, size etc. In our text book Graphic Design School we can read how “Well thought-out extended systems are the building blocks for complex design projects” (53), meaning that when creating a Corporate identity it is important to think about design and extension of brand that can be used over and over again on multiple applications.

When working on designing a layout it´simportant to think about contrast. Contrast is as we know an important part of the composition, and it needs to be thought about more  than just as light and dark color values. All elements of contrast should work together in a layout or design to create a well-designed and well-tohught design. On the site http://blog.digitaltutors.com/just-black-white-using-contrast-get-attention-graphic-designs/ we can learn more about these different ways of looking at contrast. Not only within color, but with size in text, typography, shape etc. It also doesn´t have to be screaming with contrast, but it could be settle and still make a big difference.

When looking at branding it is also good to think about what it actually means to work with brand identity, and on the website https://creativemarket.com/blog/2013/07/23/designing-a-brand-identity we can find out that “A Brand (or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services…An Identity describes the visual devices used to represent the company” (creativemarket.com). It therefore is essential that the branding communicates what the company stands as well as important to look at what the company are trying to sell and how.
Further down we can see some examples and tips on how to work on branding projects, and “The identity system usually starts after the logo is complete. The purpose of the identity system is to form a systematic visual language around the logo — one that compliments the design thinking of the logo and offers a family of useful, flexible elements that will help to design marketing and business collateral” (creativemarket.com). When designing brand identity for businesses it can be helpful to start with a logo, and from there on work with the font, color and elements used to create a whole set of brand.

 

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Here is a fun example of branding, where the Logo-type is used on all applications, the color scheme is the same which gives it all a unity but at the same time they are using different photographs to get variation and to make it work for different medium.
Source: http://www.aldenchong.com/moodboard/

 

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A second example that are using unity well to communicate a brand identity. The text works as their logo and seems to be based out of that, with the pictures of the fruits as the second object to brand. Even though the fruit keeps changing, it has the same feel and therefore works as something recognizable within the identity.
source: https://www.pinterest.com/pin/562527809687524047/

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This poster is using a good example of contrast between colors, as well as type and size. It has an asymmetry and uses multiple directions for the text which keeps the viewer interested. source: https://www.behance.net/gallery/25110179/Poster-by-Xavier-Esclusa-M32-Hairdressers-

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Here we can see an example using contrast between photography and graphics. It is more settle but still creates an interesting difference. It also plays with the negative and positive space a little bit, using the black and white. Especially on the lower picture. The big numbers also adds contrast, as well using the same style of black and white and graphics helps with keeping the unity between all of the pieces. source: https://pinthemall.net/pin/52e7ac7826718/

Sources:
http://blog.digitaltutors.com/just-black-white-using-contrast-get-attention-graphic-designs/
https://creativemarket.com/blog/2013/07/23/designing-a-brand-identity