Studio Brief 2 Defining the brief

  Due to the fact that the Fedex company is a delivery company, customers have to order the service online which is similar to the way of online shopping brand, customers have to order the item online first. However, as it is a delivery company so the target audience will be worldwide. Therefore, I want to redesign the Fedex logo to make more like a pictogram and modern. As a result, everyone can understand it as someone may not know English.

-When I looked at the Fedex’s logo, I didn’t realised that there is a small arrow between the “E” and the “X” so I guess most people won’t know there is an arrow as well. Therefore, I think I will mainly focus on this part to
redesign the logo.
-As it is an online branding or company, I think the logo should look different with others, there are too many online branding logo used text only for example e-bay or Google. Hence, that’s the reason that I want to redesign
the Fedex logo.
-As the target of the Fedex is everyone from the world which is a worldwide target so I want everyone can understand and read the logo easily. Therefore, I think making pictogram in this case is better than using text as some people don’t know English.

Consumerism - Persuasion, Society, Brand Culture

Sigmund Freud(1856-1939)

1. New theory of human nature 
2. Psychoanalysis 
3. Hidden primitive sexual forces and animal instincts which need controlling 
4. The Interpretation of Dreams (1899) 
5. The Unconscious (1915) 
6. The Ego and the Id (1923) 
7. Beyond the Pleasure Principle (1920) 
8. Civilization & its Discontents (1930) 

In 1930

-Fundamental(basic) tension between civilisation and the individual

-Human instincts incompatible(opposite) with the well being of community

Fordism:

-Henry Ford (1863 – 1947)

-Transposes(reverse) Taylorism to car factories of Detroit

-Moving assembly(part) line

-Standard production models built as they move through the factory

Marketing hidden needs:

1. Selling emotional security  
2. Selling reassurance(trust) of worth 
3. Selling ego-gratification 
4. Selling Creative Outlets 
5. Selling Love Objects 
6. Selling sense of power 
7. Selling a sense of roots 
8. Selling immortality

Print Culture

"LATE AGE OF PRINT"
-Term comes from the media theorist Marshall Mcluhan

Culture:

1. – ‘the best that has been thought & said in the world’ 
2. – Study of perfection 
3. – Attained through disinterested reading, writing thinking 
4. – The pursuit of culture 
5. – Seeks ‘to minister the diseased spirit of our time’

Leavisism:
-A form of literary studies named after F. R. Leavis. 
-Still forms a kind of repressed and common sense attitude to popular culture
-For LeavisC20th sees a cultural decline Standardisation & levelling down

Collapse of traditional authority comes at the same time as mass democracy(No government). Also, popular culture offers addictive forms of distraction and compensation.

Technological Reproduction of Art removes:
AURA

1. Creativity 
2. Genius 
3. Eternal value 
4. Tradition 
5. Authority 
6. Authenticity 
7. Autonomy 
8. Distance 
9. Mystery

Chronologies: Type- Production & Distribution - Part 2

  Medinger set out to design a new sans-serif typeface that could compete with the successful Akzidenz-Grotesk in the Swiss market.
-Originally, the name was called "Neue Hass Grotesk", the design of it basically based on Schelter-Grotesk and Haas' Normal Grotesk.
-The aim of the neww design was to create a netural typeface that is clear and easy to read which doesn't has any meaning in its form.

Arial
-Was released 25 years after the original release of Helvetica.
-25 years is the maximum time that a design is protected by intellectual property before it lapses.

Apple

-The first Apple product was introduced on October 15, 1990, it was the first Apple Macintosh to sell for less than US$1,000. 

-By making itself more obvious, typography can illuminate (light) the construction and identity of a page, screen, place, or product.” 

Comic Sans MS

-Is a sans-serif casual script typeface. The modern Comic Sans was designed by Vincent Connare in 1994.

                                      

Emoji                                 

                                   

-People like to use emoji rather than text nowadays because it is easier to understand, you don't have to understand other language but you can still know the meaning.

Chronologies Type - Production Distribution Part 1

Definitions of typography:

1. -The art and technique of printing with movable(flexible)
2. -The composition of printed material from movable type
3. -The arrangement and appearance of printed matter

-Mesopotamia (specifically, ancient Sumer), 3200 BCE(ish) 

-The first true alphabet was the Greek Alphabet,(adapted from the Phoenician)
-The most widely used alphabet today, is a further development of the Greek. 

  Since typography is a communication method that utilizes a gathering of related subjects and methodologies that includes sociology, linguistics, psychology, aesthetics, etc.

Finding research sources

Quote

This is the quote that I have chosen. I choose this because Amazon and Google are popular websites that people usually access so I can do the research on it easily.Also, I think it would be interesting to look at these popular websites how do their layout, colour, type etc attracting people focus. At the same time, I can learn from it so that it can enhance my knowledge.

History of Image

  Basically, this lecture was mainly focused on introducing us to a broad range of visual communication from different cultures, contexts, and epochs, also to demonstrate how creative and tangential connections and continuities can be traced between these diverse examples. I really like one image from this lecture.

  This is the Barack Obama "Hope" poster, I thought this poster is very interesting, it just used few colours which are quite simple, I like the tone from light blue to light red, it seems hopeful. I did some research about this poster. This poster was designed by Shepard Fairey and described as iconic and came to represent his 2008 presidential campaign. It consists of a stylised stencil portrait of Obama in solid red, beige and (light and dark) blue, with the word "progress", "hope". I found lots of posters which inspired by the "Hope" poster, it seems very famous over the world. I am thinking if I can make something like this or not by using that simple typeface and tone of colour. 

Visual Literacy - The Language of Design

Visual Communication

  Being a designer, we should be able to solve communication problems by using images or motion, also communicate our ideas to different audiences in a range of contexts.

Visual Literacy: The ability that explain ideas from images and types that can be read.Being visually literacy need to contain an awareness between Visual Syntax and Visual Semantics.

  Visual Syntax means the basic elements of an image that can affect the audiences. For example framing, format, scale, colour, font.

  Visual Semantics represents a way that an image fits into a cultural process of communication.

  Semiotics is the study of the sign process.

  Visual Synecdoche is a term to represent a large thing such as a place.

  Visual Metonym is a symbolic image to make reference to something. 

  Visual Metaphor represents using an image to represent an other image.