A History of Type

Visual Communication                                                                          Verbal Communication

                                                        Typography/ Writing

Typography =  Meta-communication

                        can change communication

                        Paralinguistic

                        effects the way we read language, speed, tone 

                        Kinesics

                        a statement  

Type Classification

Humanist/ Old style/ Traditional/ Modern/ Slab Serif/ (Egyptian) / Sans Serif 

1450s - Gutenberg Press, mass production of books/writing 

One of the first fonts used on the press was the Gutenberg Gothic script 

Replaced by Humanist Typefaces 

- Had a more elegance, more legible 

- One way to identify a Humanist typeface is the crossbar of the 'e' is slightly inclined 

Jenson (first humanist typeface) (1475)

15th century - old stylr, refined humanist types 

-explosion in type 

- Garamound, example of old style 

New Old Style Typefaces 

- Palatino 

- Garamound 

- Perpetua 

- Goudy Old style 

these represent class, style and traditional 

18th century - transitional 

- revoultion, new style of font, contrast of thick and thin strokes 

Modern  - experimental typefaces 

- Bodoni, didone 

- Get used imn fashion a lot e.g. Vogue 

1800s - Slab Serif/Egyptian

 - Dense 

 - Display 

 - Fat Face - hyper bold style 

Sans serif 

- Akzidenz Grotesk 

- Cooper Black 

1990 - Post modern era 

- Experimenting

- David Carson, Grunge typeface  

Graffiti and street Art (wall and street)

The beginning

Cave Paintings, story telling 
         - Lascaux, France 

Ancient Roman Graffiti 


Killroy 

-engraving on the World War II memorial in Washington D.C 
It remains throughout the ages.

-Paris May 98 - Huge part of graffiti during the Paris riots 

Urban Graffiti- Sweet tooth 



1970s New York scene 

-Spray can graffiti 

-Evolved alongside Hip Hop 

        -Way of spreading the word, having a voice on the street  
-Sprayed on trains so the word travels

John Naar

- From on Becoming a Graffiti photographer 

Jean-Michel Basquiat (1960-88) 

- Took Graffiti into Art world- neo expressionist paintings

Leaves the mark 'SAMO' - Same Old Shit 

This then turns it into a cult thing, people want to see the word 

- He then worked with Warhol 

- General Electric with waiter, 1984

Keith Haring, radiant baby, 1990 

- Painted in subways onto advertising boards 

- Work criticized for being too commercial

- Created a pop shop selling clothes 

John Feckner, Broken Promises 1980

Jenny holzer, Times square show 1980

- Both use art to show a message, give political messages 

Appropriation of walls  

Political walls to form a resistance

Invader - mosaic type graffiti inspired by 70s and 80s game play.

Porision Photographer - JR, Favela Morro 

Da Provienda- Rio 2008 

Commercialization of Graffiti - trying to attract the younger generation 

- Graffiti moved into video games 

Street moved into the gallery - Banksy 

Shepard fairey 2008

Blu (Italy) and Os Gemeos (Brazil) Lisbon 2010

Blu animated graffiti 

- Moved into Corsa Ad 2011

- 123 KLAN (France) moving into more commercial way of working

- Environmental aspect in Graffiti 

- Paul Curtis (Moose) reverse graffiti 

THE GLOBAL PICTURE

Sam 3 (Spain) uses only black paint 

VHKS aka Alexandre Farto (Portugal) 

London 2008

DAVA - Made by a woman 

Feminisation on the streets

         - Fafi (France) 

            - Miss Van 

            - Herkaut  (Swoon)

 

 

A History of Creative Advertising

A History of creative advertising

The beginning by Wight

Robin Wight, created the idea behind the 118 118 adverts

Sunlight Vision, birth of creative advertising

Unilever

Has over 900 brands

William Hesketh Lever, first British tycoon

Lever spent £2m in the first 2 decades of making soap

Lever was one of the first ambient, he used innovative spaces for his advertising.

He had world domination

In the 20^th century Lever used different agencies

His achievement wasn’t just getting people to want his products but that they needed his product. 

1851Great Exhibition

Colour printing on a large scale

Photos and 3D technology

Provided the blueprint for the first shopping mall

Pre Packaging (Lewis, 2008)

1860s cereal companies figured out how to print fold and package products mechanically on a industrial scale.

Advertising Boom

·      Advertising aided by tax cuts on newspapers

Printing Boom

·      1890s technology enabled paintings to be reproduced

 Lever Brothers were one of the first multinationals

They used contemporary paintings in there advertising, such as on there soap bar boxes where people would collect the paintings, it was a way of getting expensive contemporary paintings in to the average home.

The New Frock (1889), William Powell Firth

Changed the meaning of a image to sell soap

Alice In Wonderland

A dress rehersal (1888), Albert Chevallier Tayler

   - Used As soap advertisement in 1889 (emotional strategy)

Entertainment

BBH (Unilever accounts), lynx advert poster, AXE anarchy 

The first Creative Agencies

Cracknell (2011) late 19c ad agencies

Agencies offered creative services 20c (21^st crowd)

First global ads

Soap and medicine

The Wedding Morning

Product placement, soap put in advert

The Queen Of Soaps

People can use the same soap as the queen

Capture the Children

Free gifts for children

Dove are the single biggest user of palm oil, which is bad for the environment. 

Critical Analysis

For this session we were asked to bring 2 images of Graphic Design we liked and 2 images we dislike. 

2 IMAGES I LIKE 

I really like this poster by Olly Moss, the use of image is very clever because just from 2 simple forks it describes the 3 words that are in a bigger typeface. The forks themselves represent 'eat', the intertwining of the forks represents 'Pray' and the 2 different colours of the forks could show male and female making love. The poster has a very simple layout but it still manages to capture the viewers eye. The book below by Stefan Sagmeister is also very smart and simple. When the red sleeve is removed the dogs face turns from the calm look to the angry face! Also when the side of the paper is tilted as shown below you can read the name of the book 'Made You Look'. 

2 IMAGES I DISLIKE 

Unlike the 2 posters above these are not simple at all. There is a lot going on, with little interest in layout and or composition. With the top poster your eyes are drawn to the image on the left then to the right before you even know what the film is, when your eyes are finally drawn towards the writing it is eligible with the bright background. The same really applies to the one below, there is so much going on you don't know where to look and its hard to find information you want to read. 

We were put into groups to place our selection of likes and dislikes on the table, we then put on the back of the paper a small 'L' on the likes and a 'D' on the dislikes, then put them face up again. After this we as a group had to choose from another groups selection what we thought were there likes and dislikes. To decide this we discussed what went into a good piece of graphic design. 
Then as a whole class we devised a set or criteria that we thought would define a good piece of design, this list was: 

• Layout 
• Colour 
• Context
• Visual Content 
• Non visual Content 
• Function 
• Concept 
• Composition 
• Legibility
• Communication
• Visual Quality 

We were then given a system that we could order how we critique work. This system was: 

D - Describe (What can you see?) 

I  - Interpret (What is it about?) 

E - Evaluate (How good is it?) 

T - Theorise (how could it be improved?)

We were then put into pairs so we could discuss our images that we had brought in this way.  

The first image we discussed was this one: 

Describe

A poster that has a vibrant red to stand out and a layout that focuses on the image and the bigger type. The use of the image is very clever because it is describing the 3 words 'eat', 'pray' and 'love'. 

Interpret 

Its about a film, that is described using only two folks, that represent eating, the intertwining of the folks represents praying and the composition/layout and colour of the folks shows the love.  

Evaluate 

The poster communicates the film well, the poster also stands out and captures the viewers eye. The composition is strong, there is just the right amount of negative space in relation to image and type. Its so simple but its does everything it needs to do.  

Theorise 

Could change the type and maybe there is no need for the small text that only really needs to be on the film credits at the start. 

IMAGE 

Describe

Packaging that uses simple colours, black and a rich gold, but looks very elegant. The image/pattern works well along side the type. It looks very much like a feminine product. 

 Interpret 

Some sort of packaging for a product that is for women. It has been designed to look very sophisticated. 

Evaluate 

The packaging doesn't obviously show that its a hair product, or what the product actually is. It does however communicate the fact its a female product well with the use of colour and pattern, giving a clear theme of glamour and elegance. 

Theorise 

Have what the product actually is more prominent, because its hard to tell what it is at the moment. Get rid of the logo or change the placement of the logo because it doesn't work with the patter and type going in the opposite direction. The pattern could also be used so that when each individual packaging are placed on a shelf together the pattern is joined up and a picture is formed. 

5 REASONS WHY CRITICAL ANALYSIS IS A IMPORTANT PART OF EDUCATION, LEARNING AND DEVELOPING YOUR UNDERSTANDING. 

• It helps you to create a opinion on different designers and piers work to give them feedback. 
• It makes you think a lot more about a piece of work, looking deeper into it, not just at the image or type. 
• By critically analysing you can then look back and do the same to your own work, it gives you a better understanding of what can be done to improve it. 
• Critical analysis helps you to develop ideas by looking at other work and gathering inspiration
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5 REASONS WHY CRITS ARE USEFUL. 

• Help to get other feedback on your work not just your own 
• Helps to tell you whats going right and whats going wrong and what can be done to improve your work 
• You can gather ideas and inspiration from other people/piers 
• Its interesting to see what point other people are at in there project 
• Could give you confidence and encourage self evaluation