Modernity and Modernism

Modernity & Modernism:(1750-1960)
-Modernity is Industrialisation (industrial) , Urbanisation (city)
-Modern artists usually response to the fact of the city
-Modernism emerges out of the subjective
-Modern art and photography

The Importance of modernism
1. a vocabulary of styles
2. art and design education
3. Idea of form follows function

Studio Brief 2 - Idea generation/ prototypes

Sketches:

-Actually, I just wanted to focus on the “arrow” part from the original logo, therefore, I drew  different ideas with the “arrow” and tried to work as the Fedex new logo

-I don’t want to contain text if it is possible as I want to make it looks different from the original logo

-I looked at the DHL logo, the lines represent the speed, as one of the strategies of Fedex is to be the fastest delivery company in their industry so I thought it would be good to make some lines near the arrow

-I tried to work with the “F” but it doesn’t look effective enough

-As it is a delivery company, I tried to work with the transportation such as flight or truck, also, I tried to use the arrow to represent the timer(speed)

Use of colours:

 Probably I will use the Fedex purple and Fedex orange because I think these two colour work really well in the original logo, as I did some research in my first studio brief, different colours have different meanings so we have to use the colour correctly in our logo, otherwise, it may cause a really bad result if using a wrong colour. Orange is the colour of social communication, it is a warm colour which can make people feel friendly and cheerfulness. Hence, using it can make our customers feel happy. While purple is the colour of the imagination, it shows a high ideals to people, in this case, using purple can make the customers feel we are innovation and we are a safe company, as a result they will trust us. The Fedex orange’s CMYK is C:0 M:65 Y:100 K:0, the RGB is R:255 G:102 B:0 and the Fedex purple’s CMYK is C:90 M:100 Y:0 K:0, the RGB is R:102 G:0 B:153. I think I may use CMYK for the colour because Fedex is not only display n computer, there are some boxes or advertising have to print out so I think it would be better to use CMYK.

                                     

Prototype solutions:

First opinion

-People said they prefer my ideas that worked with the arrow, they thought it is better than those were not worked with the arrow

-Most people didn’t know there is an arrow in the original logo between the letter “E” and “x” so they suggested me should focus on this part to make the arrow not be hidden

-People agreed that the arrow is the strongest part to represent the Fedex company after I told the meaning, the arrow represent direction, speed, and precision so it is a great part to show the company power to customer and make them choose to use our company

-People said it is a great idea to use the arrow in my pictogram

-But they said I may change the scale, for example, it doesn’t has to be the same width and length so that it looks more unique.

Second opinion

-When I asked about people’s opinion about the colour to apply in my pictogram, they said it would be great if I keep the original Fedex colours (purple and orange) because I am rebranding the Fedex logo not design a new logo for a new company

-I asked them would it be good if I use red and yellow like the DHL and they rejected this idea immediately, they said it may looks really bad

-As I know Fedex use different colours for each departments nut the main is orange and purple so I asked them should I use all colours in the same logo and they said it won’t be good because it is too colourful and cannot give trust to people, they said the best is keep the purple and orange

Third pinion

-I asked people how to make my pictogram looks more interesting, most of them said I should make 

the design as simple as I can. In my first studio brief, I found that people think simple design is more

trustable, for example the E-bay logo, it just contain text with four different colours (Red, Blue, Yellow and Green) but it attracted many customers

-They said I should looked at some competitors such as DHL or Ups logos to see how their designs are so that I can get some inspiration from them. In the DHL logo, there are some empty space in each character, I don’t really know the meaning of that but I think it is quite interesting, while, the Ups logo, it used the shield as the shape of their logo so that it allow users feel more trustable and safe 

Systematic Colour (Part 1) - An Introduction to Colour Theory

How do we perceive colour?

-Spectral colour is a colour that is evoked(awake) by a single wavelength of light within a visible spectrum.

-A single wavelength, or narrow band of wavelengths generates monochromatic(single) light.

-Every wavelength of light is perceived as a spectral colour in a continuous spectrum.

-The colours of similar or fully close wavelengths are often indistinguishable(weak) by the human eye.

The eye contains two kinds of receptors:
-RODS (classify black, white and grey)
-CONES (allow our brain to perceive colour). There are three types of Cones which are
TYPE 1:Sensitive to red-orange light
TYPE 2:Sensitive to green light
TYPE 3:Sensitive to blue-violet light.

When a single cones is being stimulated, the brain perceives the corresponding colour. For example:
-Green cones are stimulated > Green
-Red-orange cones are stimulated > Red
-Both our green and red-orange cones are simultaneously stimulated > Yellow
Due to this face, the eye can be "fooled" into seeing the full range of visible colors through the proportionate adjustment of (Red, Green and Blue)

Spectral Colour

-The eye cannot see the different between spectral yellow, and some combination of red and green.
-The same effect accounts for our perception of cyan, magenta, and the other in-between spectral colours.

Chromatic Value: Hue + Tone + Saturation