Pure Metaphors

5 Ideas – Antonymn and Synonym for the word metaphor and discover how it is represented as a metaphor.

Metaphor is a type of allegory. Allegory, hyperbole and simile.

2^nd Reading. Simplifying a logo so a customer to identify quickly.

Why did they need this to happen? At the time there was a lot of lpgos coming into the mainstream. They needed companies to become more logo.

Metaphor assignment

IBM used metaphors.

Paul Rand logos

Steve Jobs apple logo.

Rear Irvin.

album cover Pat Metheny by Stefan Steigmeister. It’s a metaphor how the trio riffs and collaborates. It’s shows and represents how they play their music. Their riffs and how they portray their music tone colour and story.

Research Absolut LA Vodka, (pure) metaphor. In readings, pull our definitions you don’t understand. Also write down reflections. Making an image that morphs into something else.

A smile in the mind – book on metaphors

Brands that have an edge and metaphor to it.

FCUK – playing around the popular word. Beer ads, but they no longer really have a message that actually directly sell their ads.

Surrealism used in the ads to encourage the feel of the product. The link from the brain to interactivity.

Metaphor article from How magazine – “How to do a metaphor”.

Power of graphic fusion for example, ears and eyes on a house that symbolizes security for a house, genetic engineering for food – a tomatoe cut in half and than sewn back together.

Milton Glaser – Bob Dylan poster (research). Iconic poster in which Maroon 5 copied this distinguished style.

Bob Dylan was an example of this substitution , the jaggered teeth was replaced by this

Substitution – Bob Dylans hair

Addition – Mechanisms of the mind.

Pipes of all sorts causes metaphors that pipes through our lives. (Broad brand network) – an invisible pipework. A girl looking through a Kaleidescope.

Technical innovation often occurs when you’re working on another problem and then find solutions to another problem.  Solving one problem they can see through another problem that they can solve. Like hair growth than to eyelash extensions.

What’s the largest claim you can make for a product?

(Good) Metaphors

-       Don’t be too literal. Try to find metaphors that capture psychological essence more than the simple external reality.

Image libraries are full of literal metaphors.

How to use words – metaphors scan in thesaurus for synonyms (similar word) and antonym (opposite word). When you’re designing a logo you are expected to write synonyms and antonyms for logo metaphors which helps spark ideas.

 Letters after the name will signify the name of a person. Like a degree, PH etc after your name.

Insight and glimmer implies the image of light. Knowledge in a thesaurus and metaphors are lurking in every design element. It’s about making people WANT to think.

Abstract

Postmodernism : Profile of Cultural Movement

Terms that I don't understand:

What is defined as high and low art?
Postmodern, a broad term? Can this be subjective in it's artworks?
Definition: Conflated?
Change in politics in society, change in the definition of postmodernism?
Epistemological heirarchy's definition?
Authorization of culture?

• This term is used to describe visual arts, dance, theatre, philosophy, theology and many more that are up to date in the current culture of society.
• A term or label used to define advancements of culture multiplicity and technology.
• Postmodern, it is a way to deconstruct  or redefine modernism and challenge it's very tradition.
• There are several common features that characterize postmodern art forms. Intertextuality, self-flexivity, intertexuality and irony and imitation.
• Post modernism features are influences by the disdain of aesthetic and political authorities.
• "If the postmodern term were to be summed up in simple terms, it might lie in this inherent struggle to avoid heirachy in any way it manifests itself.
• Postmodernism has occurred due to the reaction from the authorization of culture.
• Jean-Francis Lyotard is said to be one of the most influential postmodern theorist and has reguarded this term Postmodernism to be a war against cultural and theoretical consensus and ideological unity.
• This goes against Habermas call as he explains it as "artistic experimentation".
• 1984 - Marxist theorist, Fredric Jameson is known to be one of the most prominent critics of postmodernism. He describes it as "a cultural dominant driven primarily by the forces of consumer multinational capitalism".
• Jameson has played an important part in defining features of Postmodernism. He describes it as "a new kind of flatness, of depthlessness, a new kind of superficiality in the most literal sense".
• He talks of the reality of witing of the historical past can no longer represent it as the style is represented "not through its content but through glossy stylistic means, conveying "pastness" by glossy qualities of the image."
• It is notes that the shift in private styles in order to create own unique styles, we base it upon what was in the past which is then integrated into the common technique used to represent the world.
• What Lyotard and Jameson are saying can be seeing in the American, television series, The Simpsons.
  
  
  
  Fredric Jameson
  
  
  

Consumption and Self Identity/ Commodity Culture and Commodity Fetishism

Week 6 - The Conceptual Image

Week 5 - The New York School

Week 4 - Modern American Movement

The Modern American Movement

George Salter's Book Design

The very idea of the modern movement was not so easily accepted by the public of America in 1913, as traditional illustration was still big through the world of design.

It was not until the modern movement was then introduced through typography that concept of this movement was then beginning to become accepted. Designers and typographers began to realize the “functionality and functionalism” of these ideas.

As people from overseas then started coming to America, new ideas came into place and were introduced. In the 1930’s, cultural leaders which included graphic designers brought along their ideas and helped introduce these changes to American design through their various works.

It was around the 1930’s where poster art designs were then created by sculptors and painters who joined unemployed designers and illustrators and created poster designs that would involve the approach of typography. Silk screening was introduced and with the influence of Bauhaus modern movement, it would juxtapose with the traditional illustration that was popular with the American mass media graphics.

While the war went on, design found a way to create movement through the use of propaganda during the years of war.  It was in 1941, where the federal government issued propaganda production posters, with Carlu’s famous poster “American’s answer! Production!” It’s simplistic, minimalism brought attention and impact.

The modernist movement kept spreading, especially with the push of major graphic designers. Through the use of film, magazines, infographics and continues to develop with its style and use till today.

What I find most interesting is that fact that, very American modern movement did not come to the means by just the American culture all on its own but was heavily influence by different culture by immigrants overseas. It has taken on such impact on the American lifestyle and culture with such drastic change compared to their earlier works of the Art Deco, Art Noveau period where beautiful organic curvature were so dominant. The change from the Victorian illustration to mimimalism and shown growth and depth to the American culture.

Corporate Identity

"Good design is good business" - a belief that became rapid within the graphic design community in the 1950's. The advancement of technology pushed corporate leaders need to form an identity through use of image and identity to target audiences.
Even during the medieval period, the need to form an identity through visual marks was essential and compulsory in order to for the guilds to control the trade.
The first phase of development of visual identity was helped by an Italian typewriting business. Adriano Olivetti was important with his contribution of graphic product and architecture design for the company. He would always place a personal stamp on his images and as he did that , identity was create through the use of visual appearance of his promotional designs. It wasn't due to the systematic design program for the invitation of the reoccuring visual identity.

Design at the CBS
CBS corporate identity relied on the specifics of graphic elements and it's program, such specific typography and ways that communicated it's corporate identity. Golden designed on of CBS well known trademarks. The pictographic CBS eye became it's on air logo in 1951.
Consistency with visual communications was essential. The effectiveness of it created a symbol in which the community could recognise successfully and visualize the programs identity.

CBS approach for visual communication depended on the management of its policy toward design and the abilities their personals and not on system and style.

Norman Ives, well known for his corporate designs and helped designers recognise that a "symbol is an image of a company." The visual identity musn't loose it's form and identity but remain legible and memorable. The logo is to be able to be placed in all situations, size and not loose its identity. There must be a sense of unity within the composition as the psychological effect of the image is key in a corporates identity.

Designs firms such as Chermayeff and Geismar teach that it is a major design activity, for the embracing of a corporate identification.

One example, Paul Rand creates a last legacy of the Bauhaus and Herbert Bayer universal trademark.

Week 1-2 - Whitney Museum

Definitions hard to understand (research):
Op- art/kinetic art


The Whitney Museum of American Art wanted to create a new graphic identity and to create a new graphic language. The redesign was to recreate and go alongside their new location. New location, new identity. This was to occur in 2015 but the identity was to be launched in 2013.

This project needed to tell a new story and by doing that, they based it upon a single sentence in order to define and tell their story.

"It would be easier to present the history of art as a simplistic line - but that's not the Whitney".

This sentence was based upon something they stumbled in their first proposal. This was part of a booklet published in Spring 2011 to an article called "A Chief's Curator's Perspective on the Whitney of the Future.

This single sentence/line helped inspire an imagery for their identity. A simple shape of a line? This signified the history of art but was it right? So the zig-zag line came into place, kind of a W, which represented the pulse from the pulse of a heart. The heartbeat of a city.

It also conveyed the message of practically unfolding a ruler and unfolding history.

The graphic identity represented as a five sentenced manual

1. Divide the available are in four successive equal spaces.
2. Draw a line in the first space, from the left bottom corner to the right bottom corner.
3. Draw a line in the third space, from the left upper corner to the right bottom corner.
4. Draw a line in the fourth space, from the left bottom corner to the right bottom corner.

The five lines are deemed to be a design system rather than a logo or logotype.

The zig-zag line, an open sign can be translated with all different kinds of meanings.

Alot of emphasis is placed on the "opening space", easy on the eyes for audience. The idea of function follows form is shown as the implication of art coming first then institute follows.

The W Shaped Grid - also seen as a flexible typographic grid. The state of having a open and closed line. It is also the the notation as an object and object in notation.



Response - what intrigues me in the simplicity and story the lines can portray through it changes. The more open (wider) the lines are create more of a open easiness towards audience while close gives a different reponse and has helped formed an identity for the Whitney company.