Design Principles / WEEK 5

Hussain Waheedh

0344802

Design Principles GCD60804AC182

Dr. Charles Group - Section 1

Bachelor of Design (Hons) in Creative Media

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WEEK 5 LECTURE: SYMBOL, IMAGERY and TYPOGRAPHY

On this week's pre-recorded lecture by Dr.Jinchi, we were taught in detail about the elements of design that are Symbol, Imagery and Typography. 

Symbols are a sign, shape or object that is used to describe something else. Symbols are used in design to provide or convey information that otherwise occupies more space or text. It is a form of communication that dates back to prehistoric cave drawings. 

Figure 5.0.1 Cave symbols

Figure 5.0.2 Modern symbols

Figure 5.0.3 Types of symbols

Pictorial symbols: Image related symbols. can be used for graphics, science, education..etc
Abstract Symbols: Can look like representing objects but with less detail. Used in signs, icons. logos...
*Abstract symbols is not similar to Abstract art.
Arbitrary Symbols: No resemblance to representing objects, mainly geometric shapes and colours, need to be learned. eg. Red cross first aid, road signs, icons...etc.

Imagery: Digital / printed images. Easy to relate to concept or brand when right images are used. 

Figure 5.0.4 example of imagery

Typography: the design and arrangements of text to convey message or concept. Good typography results in visual hierarchy and balance in design. 

Figure 5.0.5 example of type and imagery

Figure 5.0.6 Example of type and imagery

Exercise 5:

Part 1: Arbitrary Symbol

For the first part of exercise 5, we were told to create an arbitrary symbol and write a 20 - 50 word rationale for the idea. Here it goes:

I researched some of the arbitrary style logos on the internet and I found that I liked circular / curvy shaped symbols very much because of their smooth edges.  One good example is the iconic Pepsi logo.

Figure 5.1.0 Arbitrary symbol ideas

Figure 5.1.1 Pepsi Logo

After getting some ideas on how to go about creating my own logo, I started sketching some ideas on paper.

Figure 5.1.2 Sketch

After doing the sketches I felt like I should do the more advanced sketching on Illustrator as the curves and lines would be more smooth and editable in Illustrator.

Figure 5.1.3 First sketch on AI

I began by creating the circle sketch with a wave forming in the middle. The idea of my sketches was to create a symbol that depicts Weather. by using multiple elements meaning weather.

After sketching the circles forming the shape, I used the shape builder tool to create the solid parts of the symbol. And using fill, I coloured both sides of the two shapes created.

Figure 5.1.4 First colouring.

The colours used so far are merely to differentiate the two shapes. But I felt like it represents a wave hence giving the look too obviously. So after some more thinking, I decided to change the circuler main bit into a rain drop shape so that more elements of weather will be applied while taking away the obvious idea.

Figure 5.1.5 Raindrop shaped wave

The wave looking like a rough "W" is also intentional to mean weather but not obviously. So after I was happy with the shape I did bits of adjustments to the curves to make it look more smoother and professional. 

Figure 5.1.6 FInal shape

So I got a good result in terms of shape, now I needed better colors. For that I visited adobe colours website to pick colors.

Figure 5.1.7 Adobe color

I liked the blue shades in the pallete above so I used these colours for my final symbol. After colouring, here is my final arbitrary symbol for Weather.

Figure 5.1.8 Weather symbol

FINAL SUBMISSION EXERSICE 5 PART A: ARBITRARY SYMBOL (WEATHER)

Part 2: Imagery and Typography

For the second part of this week's exercise, I wanted to create a magazine styled artwork using a photo and a type. To get some ideas, I searched online for iconic magazine covers featuring celebrieties and public figures with a huge typography of the magazine brand's logo.

Figure 5.2.0 Time Magazine - Steve Jobs

Figure 5.2.1 People Magazine - Diana

Figure 5.2.2 Time Magazine - Mandela

What I observed from these covers is the simplicity of the composition and the few amount of elements used to create the elegant look. Also the use of such good and prominent imagery that grabs the attention of anyone from the first glance. It really shows the idea even a single photograph is more than enough to give a powerful message.

I got really inspired from the various magazine covers and wanted to create a similar artwork. For this exercise, I chose a portrait of an old lady sitting on the sidewalk of a street of Kathmandu,Nepal that I shot 2 years ago. The camera I used was a Nikon D850 with a 70-200mm lens. I was very happy with the photos from that day that I've experimented it with different styles of editing.

Figure 5.2.3: Imagery - portrait

I decided to edit as a Black and White portrait for this exercise as I feel like Black&White is a unique medium to bring out the expression and the details of the image without the extra attention grabbed by the use of vibrant colours that sometimes is simply a distraction. I used Adobe Lightroom to make the photo black and white and also boost some of the smaller details in the skin and texture of the lady.

Figure 5.2.4 - Portrait BnW

The black and white result was much better than I expected. Now the only element required is the typography. I thought about a type and words to use. A one-word text felt like the best way to go as it would be subtle and elegant. After going through various different words, I decided to put the word "Gray" as it gives the meaning of the photo in terms of looks and meaning. 

Figure 5.2.5 First attempt with typography

I went for the magazine styled centred-text look and I didn't like it because the type was occupying too much attention. So I tried other proportions and came up with this:

Figure 5.2.6 Final Look

The proportions and composition now seemed perfect for this artwork so I finalised this design. The font used was "Montserrat".

Figure 5.2.7 Final Imagery & Typography

FINAL SUBMISSION EXERSICE 5 PART B: IMAGERY & TYPOGRAPHY (GREY)