For the two posters I decided that I wanted the imagery to be reflective of the exhibition but still be interesting to look at. I didn’t want it to be just pictures of people in uniform I wanted the images to be abstract. I thought about the uniform that I had available to me and how I could show the concept and story of the exhibition.
I wanted the images to be abstract at point but also be able to be recognised as part of uniforms. I shot the images on my camera before taking them into photoshop to edit. I photographed a high-vis jacket as form looking at different uniforms high-vis is prominent throughout all of them. However, I didn’t want the yellow of the high-vis to distract for the work in the exhibition so I decided to make the image black and white.
Using these images I took them into InDesign to start creating different variations of the posters. I decided that the the posters were going to be A3 in order for them to be easily seen from a distance. I initial started by using a 4 column gird with 8mm gutter and a 10mm margin. This allowed me to play with where I put the type and the marque, it also still allows the image to breathe and speak for itself.
I had a one to one tutorial with Theo who I showed these posters to who thought that the 1st and 3rd poster worked the best, worked the strongest. There were a few legibility issue in the 2nd and 3rd one, the marque on the third poster doesn’t read well with the white highlight behind it. One the second poster the type over the type on the uniform makes it difficult to read and the double image on the poster with the faded colour doesn’t work as well. From this feedback I decided to go back to these designs and develop them further.
I decided to darken the area where the logo marque is placed. This made the marque more legible to the audience. I think the pink contrasting with the black and white image is eye catching which will draw people to the poster. I think this is one of the strongest poster designs that I have developed.
Also, I thought I would try and develop the second poster further by taking the images back into photoshop and editing out the type on the uniform to try. I then decided to try frame the type with the fabric so that the image and type work better. I changed the image at the bottom back to full colour to create more vibrance within the composition. However, I’m unsure at this stage whether or not this is a strong design I feel that I need to print all three out on A3 and then see in person which ones work the best.
Yesterday I had an interim critique with Theo, which allowed me to gain feedback on the progress that I had made so far. Currently I had only really developed the marque and name for the exhibition however, I also decided to show my ideas for other deliverables for the project at this stage.
Overall I felt that the feedback that I had was good, with some really helpful ideas to develop the project further. In the presentation I spoke about how I thought that having the exhibition outside as a public exhibition was the best approach. For inspiration I looked at an exhibition by Tom Stoddart called Perspectives as I thought that by still having these blocks allow people to navigate around the space. My peers in the critique said that something like this would make them stop and have look through as it something unusual. I was thinking about placing this on the Hayes in Cardiff as this is a main route through the city, where many people in uniform would see it.
In terms of feedback I received was as followed:
Look further than just photography for in the exhibition itself, maybe consider using viral videos to also showcase this idea of different personality than the uniform creates. Nail down what’s going to be in the exhibition
Marque made sense and works, colour scheme works well to include all, while being enticing.
Consider using CAD skills to show exhibition space and how things would work including the promotional installation idea that used facial recognition and augmented reality technology.
Like the idea of using both mirrors and technology to include younger and older generations.
Try to start developing more of these ideas for the deliverables to show visual next time.
Using this feedback I can now start to really push this project forward in developing the deliverables. My next step now is to start looking at printed ephemera 8pp booklet and two different posters.
Grahame, J. (2012) Exhibitions Shots. [Online]. Available at: https://acurator.com/blog/2012/08/tom-stoddart-perspectives.html (Accessed: 14 October 2019)
While developing the marque for the exhibition and throughout the research process different ideas about the deliverables for this project have emerged. I decided that I should create sketches of these ideas ready to discuss in my interim critique.
The range of ideas include:
Booklet – traditional booklet idea, using the iD marque on the front. Parts cut out to show different pages of the booklet
Booklet – Maybe a folding out booklet rather than traditional idea
Wayfinding using the marque maybe on the floor or using style of marque to create icons.
App to show people more depth about the work in the exhibition if they required
Promotional installation – large screen on the floor before getting to the exhibition space. When you look into the screen it shows you in uniform but when you look up again you realise that everybody is different you aren’t all identical. Large screen acting as a mirror.
Maybe using projection to show branding on areas near the exhibition
posters using black and white photography with hints of the accent colours, posters wouldn’t detract from exhibition work then.
These are just initial ideas which I hope to explore further in the project and hopefully I will receive some feedback on these ideas in the critique.
After the group tutorial last week I reflected on the feedback I had and changed the name to identically different. Identically Different was still a name that reflects the exhibition and its meaning.
I wanted the marque to reflect the story and meaning of the exhibition so I started to think a bit deeper into how I could do this. I thought about initially mirroring the words identically different as when people look in a mirror they expect to see the exact same but when it’s different people are surprised. This idea I explored however in the end I felt that actually have to read the logo using a mirror would be to complex, although it was a good idea I think for the context of the project looking at this perspective another way might be a better approach.
Following on from this I went back to the drawing board and picked up the ID visual mark that had been so prominent in the feedback from the tutorial last week. I started sketching the marque in various forms and compositions. I went back to this idea of mirrors, and I thought about what would the logo look like in a mirror. When an i is reflected it remains the same (identically) but when you reflect the letter d it flips (different).
I also wanted to make the visual marque separate from peoples thoughts of ID in the sense of Identification. When you see ID written it’s normal in capitals and bold, however, I thought that by using a lower case ‘i’ and a capital ‘D’ flipped would still be recognised but wouldn’t be instantly related to identification. I could make people question, “iD what does this mean then?”.
I then took this sketch and developed it in illustrator. I decided on the typeface Azo Sans because I wanted a san serif typeface that would give then sense of being contemporary while still being quite professional as the exhibition has imagery of emergency service & military uniforms. In Illustrator I was able to start experimenting with colour palettes. I had previously looked at colour palettes but I was struggling to find one that I thought worked for the exhibition. I looked at a few exhibitions out there and their colour palette seemed to be bold to attract visitors and still related to their concept.
I thought about the phrase ‘it isn’t always black and white’ which lends itself to the concept by thinking of uniforms black and white and the individuals as colours. This got me thinking about having black and white as the base colours but then having some accent colours to go alongside it.
I decided the accent colours need to be bright and bold to attract my target audience which are members of the public mainly aged between 16 – 40 however, as I think that the exhibition will be outside, the audience is the public which means that it will attract everyone from younger children to older generations. From the colour palettes I looked at I ended up going for white, black, blue green and a pink as I felt that these accent colours worked well together and offered a variety of choice when it come to design other aspect later on in the project.
This workshop started off with David talking about the quote from Claire Brown which embedded the idea of story telling throughout the exhibition space.
“it is the 3-dimensional translation or manifestation of a narrative, story, idea, concept, question, memory…designers create transformative experiences that educate, awe, inspire, and engage visitors”
From this we also talked about framing the exhibition and how it would be better to not take a linear approach to the themes, which got me thinking about my own project further and about how at first it might be quite a linear approach. However, as it’s to raise awareness that not everybody is the same I think that’s a solid standpoint.
We spoke about visual language and its role within this context, to persuade, to describe, to instruct and to entertain. The visual language needs to be able to communicate these to whoever the audience is. Leading on from this was a discussions about systems and how this is made up for various elements. Developing a system for a brand is important because it creates consistency across all medias.
According to an article by Norbert Chavez he touches upon six elements that a message (brand) must do:
(1) getting the sender in touch with the recipient;
(2) informing the recipient about what the sender wants;
(3) persuading the recipient about what it is said;
(4) showing the sender and his attributes so as to let the origin be known;
(5) explaining how that should be read and
(6) pleasing the recipient. That is to say: contact, information, persuasion, identification, conventionality and aesthetic.
Way finding refers to navigation from place to place and is important to human activity. Important within an exhibition space as people would be able to navigate an unfamiliar space. An effective Wayfinding system is based on human behaviour which doesn’t make them think, clear and consistent visual communication and shows only what is needed.
Overall this lecture and workshop really helped me to start thinking about how I’m going to develop the project further and how I need to ensure that things are simple but still communicate a message.
I wanted to get a better understanding about exhibition design and the role of the different elements with an exhibition. I found a book by Philip Hughes called exhibition design. This was a really insightful and useful book to get me thinking about what I needed to consider. As I was reading through the book I made notes on key points as I went through certain chapters reading.
Target Audience is one of the most important aspects when designing an exhibition, can be split into primary and secondary audience.
Tone of Voice – need to consider the impact it might have on people visiting the exhibition, for example a police officer might visit in spare time how would that make them feel?
Hughes states that “Exhibition designers are tasked with taking the brand out of the graphic realm and interpreting it as a series of spatial experiences” (2010, p.44)
Brand environment appeals to the viewer emotional senses.
In Chapter 6 Hughes talks about the role of graphics saying ” the graphics for an exhibition are an interpretation of its theme and storyline” (2010, p.102)
Graphics are a main way of communicating to visitors
Wayfinding is intended to entice the visitors but also have a practical purpose
Hughes describes exhibitions as being “like illustrated books” (2010, p.104) people don’t read in a linear fashion they skim through until their attention is caught.
Exhibitions thrive on publicity
All exhibitions graphics should carry a clear message throughout all medias.
consistency helps the viewer to establish the exhibition in their minds
consistency doesn’t mean dull.
“Where the graphic content overwhelms the subject of the exhibition or becomes noticeably divorced from the subject matter, the purpose of the exhibition is undermined” (Hughes, 2010, p.104)
Designing for readability and legibility is very important as this makes sure that compliments human nature.
Hughes, P. (2010) Exhibition Design. Laurence Kind Publishing.
For the group tutorial I created this mood-board to show my ideas and inspiration to the group easily. I was inspired by the photography of Devin Mitchell who’s work and others similar would be showcased within the exhibition, to highlight to story and importance of the issue. On the mood board I also showed colour scheme ideas, some logo marques and some ideas of printed outcomes.
From the tutorial I received the following feedback;
maybe consider making the exhibition an open air one.
Diverse change to different as diverse tends to correlate to idea of ethnic identity
liked the idea of the photography exhibition
The name very interesting play on words.
colour schemes need developing further, maybe consider one accent colour?
ID logos are the strongest and most eye catching ones develop these further.
consider what they would look like of different scales
This feedback will help me to develop my branding further, before Tuesday I need to move forward to try and create a strong brand identity to gain more feedback.
In order to have a deeper understanding about the topic area that I had chosen to look at for the exhibition. I decided research more about uniforms the effect they have on us, who are the people that wear the uniforms, effects on mental health that we don’t always consider.
To start off with I knew that I needed to have an idea of the content of the exhibition even though I am not required to make anything to go in the exhibition itself. On this idea of looking at the person behind the uniform I remembered the work of Devin Mitchell whose project called ‘The Veteran Vision Project’ which looked at the veteran’s stories, lives outside the military. This gave me the idea of exhibition being photography based showing imagery like Mitchell to highlight that we don’t always know a person because of their uniform.
I wanted to look about the psychology of what a uniform does to an individual and I stumbled across an interview with Helen Thorpe Author of Girl Solider who book is about the stories of females serving in the armed forces. She states; “I’ll never look at somebody in a uniform and make assumptions about them again, I think that it’s easy to see someone wearing a uniform and imagine and therefore think you know a lot about that person, and you can guess how they vote or what their thoughts are. … But you can’t just assume you know anything about them as an individual.” This made me think more about how majority of people instantly think they know a person because of their clothing or uniform, which is something that I wanted the exhibition to show.
Further research led me to a study by Patrick Quill on the police uniform and its impact on public perception. In his paper Quill talks about how clothing has played a vital part in an individual’s status throughout history and that clothing elicits a subconscious and immediate impression of a person. He states that studies have been conducted to examine the effect a police uniform has on citizens. According to his study a traditional uniform creates a sense of safety and security which further indicates that people only every see the uniform they don’t consider the actual individual.
I also watched a video about Charmaine Smith a police officer who also competed for her country New Zealand, in the 2017 rugby world cup. Interesting at the beginning of the video she mentioned how she thinks people forget that they are people too underneath the uniform which further confirms to me that this is an important issue and is something that would be good in an exhibition.
This research has enabled me to think about the topic more and will help me develop a name for the brand.
To start off with I created some mind maps for the top 3 themes which I thought would be interesting to create a brand for an exhibition. These themes were Artisan, Beyond Boarders and Uniform, in these mind maps I thought about what the words meant and ideas that were both literal and none literal.
love spoons – welsh heritage
worker in a skilled trade especially one involves making things by hand.
personal boundaries – anxiety, emotional boundaries
Political Brexit etc
remaining the same in all cases
distinctive clothing – literal sense of uniform
beyond the uniform – person wearing the uniform itself
I decided that I wanted to look further into Uniform, I felt that this would be give me an opportunity to explore something interesting something that I haven’t explored before. I went on to create a second mind map to expand on my ideas for uniform, in particular this idea of looking at the person in the uniform. From this I started to think about looking at psychological effects of uniform on both members of the public and those who wear it and this was the route that I have decided will be the basis for the exhibition.
As the first main project within level 5 we have been given a branding project. I personally am excited to explore as after completing the summer reading, I am keen to see how a brand can become something that determines the success of a company. Also, I look forward to exploring this as it is something I haven’t explored in much depth before now.
The brief is asking us to complete a six week project that allows us to investigate the brand in a board manner. We have been asked to brand an exhibition, while creating a strong conceptual understanding of the subject matter and visual language related to the chosen theme.
The themes are:
To start of my journey into this project I have decided to look into each of these themes further then explore in depths the ones that I think I would like to create an exhibition for before I make a decision as to which theme I am going to do.