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

Research for studio brief 2

Visual research:
Fedex Logo

1. won over 40 design awards and was ranked as one of the eight best logos in the last 35 years in the 35th Anniversary American Icon issue of Rolling Stone magazine.
2. Designed by Lindon Leader
3. Created optical illusion if close up to the letter “E” and “X”, there is a presence of an arrow there which represents the speedy and accurate service of the company

DHL logo

1. The DHL logo was designed in 2002 by Nitsch Design.
2. The line in the logo represent the speed and direction which give trust to customers.
3. It used Yellow because it is a happy and warm colour which help to get attraction from people.

Colour used in the Fedex logo

-Only used purple and orange

-According to Patrick Fitzgerald, the reason of using purple and orange was because they are the most recognised representations of the logo by consumers

-Due to the fact that the brand has been built up, there’s one Fedex brand in the world, they wanted to

maximise its value and simplify it for customers, therefore they decided to use only two colours with a simple design.

Contextual research:

Fedex

-They have two type of services which are International Shipping or U.S.Shipping

-Both kind of services usually  delivery within 7 business days.

-Customers can even choose a faster possible delivery depend on their need.

History of Fedex

-Earlier known as Federal Express which was the largest airline cargo carrier in the world

-The former Fred Smith, came with the idea just looking after the delivery of a thing from a point to a point.

-In 1994, Federal Express changed the name to ‘FedEx’.

-The operation was started in Memphis International Airport, Tennessee in 1973. 

-The first day of operations was April 17, 1973 and that night only 18 packages were carried on board.  

Similarity with Amazon and Google logo

-All of them are logo not pictogram, just contain text in their logo.

-They are online company, however, Amazon is a shopping branding, Google is a social web branding, while Fedex is a delivery company but all of them are relevant to online branding because they are using the internet as the platform and act like the real store or shop, which mean to do a business through the internet.

-All of their designs are really simple, according to my first writing, it said “The simplest solution is often 

the most effective.” Therefore, simplicity helps a design be more versatile.

Competitors

-Basically, the best known delivery branding are Fedex, UPS and DHL

-DHL does not handle domestic shipments within the U.S.

-FedEx has more guaranteed delivery and time-dependent options compare with Ups and DHL.

-UPS and FedEx offer freight, express, ground delivery, global dispatch, time critical, and temperature control delivery which DHL doesn’t has.

-FedEx has a larger air fleet, while UPS has more ground vehicles.

-FedEx may end up being slightly cheaper compare with Ups and DHL.

-Hence, they have to make their personality be trustable. Setting a good personality can promote tryst to people which helps to attract more people to use online shopping in the company due to the fact that customers feel the brand or company is faithful which they can trust it.

Target audience research:

Target in their market

-Different government departments and embassies

-Small business owners and professionals , for example they want to move their business from a place to another place

-Anyone who needs to send something anywhere in the world and it is the most important target

-  It doesn’t has any specific target in gender, age group or job, however, the users must be aged over 18. Moreover, users have to register a fedex account before make the order, for example they have to fill in some personal informations, payment method, etc.

Location

-Mainly located in United States and is catering the services with in America and Canada but also approaches to the destinations worldwide through its air fleet.

Marketing goals

-Maintain its competitive style in the minds of the customers

-Provide a trust of delivery time to customers and to stay in the market for a longer run

Marketing Strategies/plans

-To be the fastest delivery company in their industry so that it helps to attract more customers

-Maintain the logistics and operations of the company smooth and provide a good quality of work to customers

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