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.