What is graphic design? - Research

Style & Aesthetic

The first image is a typographical image. The word spelled is ‘amazing’ and it is created from a maze. The reason I chose this image and categorised it under Style & Aesthetic was due to the way a pattern/image is used to create the word. In this piece the designer has also used a concept taken from the word they are creating to create the image and type.

I put this image into this category due to its simplistic and its retro/old school style. This style has been quite popular in the last few years. This image and style has crisp, clean and defined edges with a defined typeface. The typeface itself appears 3D and stands out off the page.

This screen print of a robot is a combination of illustration and type. I chose it as it shows an alternative side to graphic design when compared to the previous two works. This image is almost a combination of the previous two where the type is individual yet it is used as part of the image.

The work has qualities of the others but also presents them in a different way. The main typography is made to look like it is made to look like it is a neon sign surrounded by wires. The typography is not creating an image here, however it is presented as something other than just the typography and, as with the second image, it is 3D and appears to come out of the paper.

The style and aesthetic of this image works as both a piece of typography and as an installation. The type itself is set out unusually, with some letters masked by the letter in front and one letter, the E, lowered. Although this piece was not used as an installation it is on a scale where you can walk around it. The knowledge that you can walk between each letter makes it intriguing, wondering whether the letters are whole or the typeface is just as it can be seen.

The final image I chose due to the typeface, rather than the image behind it. Although I really enjoy the typeface, it is also the combination of type and image that I really like. Where the image and type can either work with each other or contrast, depending on the meaning/message, typeface and image.

Creative use of type

The first images I chose for this category are a series of three durex advertisements. Each advert has the woman and the man made up of words of what they are doing and/or what is happening. The type is used creatively as it is used to create both figures (and in one case the table). It is also used cleverly as where the man’s penis should be is the Durex logo. The choice of colours of the type are the clichéd colours associated with men and women whilst at the same time allowing the Durex logo to be the most prominent part of the image.

‘The Science of Sex’ is a typeface that was produced by Craig Ward for a GQ article. The type is creatively used as some letterforms are the standard font, yet others are changed and manipulated with other sexually orientated images, whilst still resembling the letter required.

This is another Craig Ward work advertising Dockers trousers. As with the Durex advert the type makes up the figure of the man, and, as with ‘The Science of Sex’ work, the type is also combined with an image of, in this case, the product. Creatively, it is a combination of the previous two works, using type to create the image and using type and image together.

Similarly to the previous work, the way the typeface has been produced and laid out creates an image. In this case the type forms a beard and moustache.

Here the type is created from an object, within an image, that is associated with the word. In this image the type is created by pieces of cloth blowing in the wind, spelling out fresh. Unlike other works this type is actually part of the image, part of the photograph rather than being superimposed or illustrated over the top.

Message & Meaning

This next series of images show are a campaign that was ran by RT NEWS, encouraging to ‘question more’. Although the actual aesthetic quality and design is not as appealing as others it is the message and the meaning behind this work that I enjoy. The question, accompanied by the two images overlaid on top of each other gets the viewer to take a side and/or question what they previously thought was right/true.

I chose this next image because of it aesthetic simplicity but also the juxtaposition within the work. The most prominent message within the work is that of ‘peace’ shown through the type and through the portrayal of the dove holding the olive branch. This image of peace, however, is undercut by the bullets strapped to the bird’s side, confusing the viewer as to the exact meaning and message behind the image.

Graphic design is ever present in the world we live in and more specifically every poster and item of campaign merchandise around. These images are photographs of both a poster and a T-shirt from a ‘save-the-planet’ type campaign run by an organisation similar to Greenpeace. The poster shows a well-designed typeface, portraying buildings and trees, which appear to be sinking into water. With the type reading ‘you are not fucked’ suggests that the message both forceful yet not overly serious. Similarly with the T-shirt the play on the words makes the view think about what is the meaning behind the message and whether they are able to do anything about it.  

Language

Language within graphic design is an essential element, whether it is dictating the tone of voice or portraying the tone of voice. The first set of images are a selection of work that was produced for The Economist to illustrate various problems within modern society. The works cover problems such as access to clean water right through to a lack of imagination. Each image is kept fairly simple, keeping to three colours, red, black and white, with simple silhouette illustrations. The language used is questioning and curious whilst at the same time informative and formal. The language also helps to get across the meaning/message through what it says and how it is read.

The language in this piece is informative, forceful and quite in-your-face. The ‘I want candy’ draws you into the work with its forceful nature and bright colours. Once drawn into the image the type underneath informs the reader as to why it is ok to want candy. This is an example of how not only the appearance of the work but also the language used in the work can draw you in, getting you to look closer.

This image was produced as a work of art by the artist Barbara Kruger; however, I believe it has elements that are relevant to graphic design and the language used in it. The language changes the tone of this image from an easy, simple, descriptive and almost seductive ‘short, dark and’ to a more forceful and ugly ‘arrogant’. The way the language and type fits with the image also emphasises the change in language. The ‘short, dark and’ fits with the image, appearing almost calm, sitting on the chair. The ‘arrogant’ is the opposite, it appears to be in front of everything in the photograph and stands out due to the red strip that surrounds it.

Here Craig Ward creates a clever and witty typographical piece through the combination of language, colour and perspective. Using a very plain typeface, ‘bad typography is everywhere’ is printed across the white background and hidden letters in a bold red. Under the red letters, raised as 3D letterforms and done in white, reads the passage; ‘good typography is invisible’. By combining colour and perspective with language he has created a piece that makes you focus and decipher what is in front of you.

Visual Quality

The first work I categorised under Visual Quality was produced by Alex Trochut. The reason I chose this piece is because it was originally four separate illustrations, meaning that the whole image could only be viewed when all four parts were put next to each other in the correct places. As well as not being able to see the whole image until you have all the components, the quality of the illustration and choice of colours make it a visually appealing piece.

Another piece by Alex Trochut, this time produced for Fila. The visual quality in this work comes from the combination of photography and illustration. The way that the illustration integrates with the photograph and how the colours have been extracted from the photograph and used in the illustration give this piece a high visual quality.

A simple yet appealing poster produced by Jason Munn. I chose this piece because of its simplicity and colour choice, as well as how the colours move from a strict formation into a relaxed pattern where they overlap with each other.

The next three images are photographs of a series of graphic posters produce for the most recent batman films. Each poster is produced in a similar way using different images and various colours. The poster for ‘Batman Begins’ is probably my favourite out of the three, with ‘The Dark Knight’ being a close second. The reason I like these two the most is through the way the batman’s and the joker’s heads are illustrated. They are created by combining silhouettes of elements and features from the films, which then create the shape or key details of the characters heads. The have an intricacy to them, whilst at the same time a slight stencil like effect giving them a good visual/aesthetic quality.

The next work is a very simple design by Vladan Srdic. It is the simplicity and purity of this work that gives it a good visual quality.  It is not trying to bombard you with information of cover every available space with an intricate illustration. It is crisp clean and to the point.

The following 3 works were produced during the rebranding of the graphic design studio WeAreNotYou. Each image has its own visual quality: the first, through its boldness and use of colour where the view almost has to strain to read it:  the second, because of its simplistic yet effective use of type, having elements crossed out makes it intriguing to the viewer, and finally the third, due to its elegant and articulate pattern and calm, if not slightly cold colour pallet.