“ Creativity is Intelligence having fun.
Time and Situation Unknown…
The ideas generation stage started quite calmly. We did a lot of brainstorming for the magazine name, throwing random words on the table that would sound good. It was quite interesting to have a look at different sources and reach in parts of your brain that you would never think you could reach into. We haven’t decided on the name which has been a little confusing.
I had a look on the list of articles available and I have to say that I was pretty scared because the articles sounded very boring to me and I didn’t understand much of them. When I am designing a product - I have to know everything about it. There was a problem here because of the language barrier; the text has been written in a different form of language which I have never worked with yet. I have asked for help my class colleagues (English nationality). They have helped me a lot.
We have received the name of the magazine - Silo. Sounds pretty boring and reminds me of the silos located in farms and some factories.
Creating a brand
I wanted to create something different than anyone else. I had a look at many existing magazines and their mastheads were really boring and not eye catching. Every time the masthead was located on the top which sometimes was not fully readable. Some colleagues from the class were using the masthead on the sides or bottom. I wanted to have increased readability. I have tried different ways; masthead on the sides, increased type size, 1/10 of the text cut, distorted text and etc. I wanted my brand to be readable and original at the same time. I have created many different versions and ideas using different colour schemes but I always ended up hating every single one of my results even if the potential audience thought there is nothing wrong with it. It was a critical moment for my master head design - exploring latest trends in magazine design on Behance. These were only concepts but they gave me a lot of insight into the topic.
I have ended up putting ‘SILO’ right in the middle of the page, with a rounded corners border box around it. It gave a feel of a stamp but a modern one. I was happy with it but I had to figure out how it would work with the background. I want the brand to stand out but I would like it to underline the content of the issue. During my break from design, I did a lot of digging and I came across dramatic, vibrant black and white photography. Photos full of emotion and meaning. Perfect for my magazine.
The result was a dramatic black and white photo, with a brand logo on the middle of the page (usually on the eyes of the person). Black and white photography is quite specific - it has to be a portrait of a person. Every issue has a different colour scheme which I have carefully selected using Adobe Kuler. Colours were chosen on the basis of latest trends. I tried to be as modern as possible.
This stage was a lot easier than master head design. The front page gave me basis for the overall feel of the spread design so my mind was set and on target. I thought about content overlapping pages and other objects. In order to do it efficiently I have used the modular grid; keeping everything nice and tidy. I have also used few tutorials to make sure that text in columns looks nice and tidy. It was crucial because I was using left justify for the body text. The result was amazing.
I had no problems with fitting the text on the page, every time it fitted perfectly into the boxes I have created in the modular grid.
This stage was probably the hardest one for me. It was the very last one and this moment my mind went completely blank. I have tried many different ways for arranging the objects on the phone but I always ended up with a bad result. The time was short and I had to decide on something. This is why I have decided on the PDF version of magazine, using Silo App as a PDF reader. I think it is the best and most efficient way for the magazine to be read. My idea was to make it available on every platform. This solution seemed to be the best one.
Overall, I am happy with my outcomes. Editorial Design was something I have absolutely hated and was scared of until now. I have learned a lot on how to use InDesign. I thought that it is really hard but the truth is it’s really easy and it is an amazing set of tools for editorial design.
In sense of layout design it was a skill I have learned before and I had no problem with using it and adapting into editorial design. All I had to do is base on the grids. I have researched different types of grids, used widely in editorial design. I know there is still a lot for me to learn but I think I have made big progress learning basics of the InDesign.
If I had more time, I would definitely spend it on improving the magazine app. User Interface Design is something I have done before and I know it is very time consuming process which needs to be carefully driven into perfection. I have spent too much time on the Master Head design. The reason for it all is my hate for editorial design. I am not the biggest fan of it as I think it limits my skills and doesn’t let me do what I would like to achieve.
I would also work on some double page spread adverts and the spine.
Magazine Style Sheet
Silo Magazine – Style Sheet
Dramatic Black & White Photo Portrait, face covered with Silo Logo.
Colour style changes every issue. Available Colours:
The size is 24 cm x 34 cm, portrait.
Tungsten Bold 120pt (Titles) – Rounded Border Around The Title
Gotham Rounded Bold 14pt (Headings)
Helvetica Regular 8.5pt (Main Body Text) – Left Justify
Can be overlapping pages – both inside and outside.
Leaving some space is essential for cleanliness of text.
Silo Magazine Front Covers for all seasons.
Silo Magazine Interactive Phone App
ASFI Logo Evaluation
This was probably the smallest brief we have received this term. I was happy to hear that it is part of the brand/corporate design as it is something I really liked when I was taught about it. We have been introduced to a straight forward brief. It was nothing complicated, very well explained with some examples.
We have not been restricted for any name for it, we could create our own name. I thought that ‘Elvete’ sounds really good and is an acronym for Employer-Led Vocational Education and Training in Europe which summarizes the company’s goals perfectly. I also thought it sounds a lot like velvet which could reflect on the overall feel of the design - smooth and natural.
The client has specified that there is 11 participating countries from Europe. This could be a good starting point. They also have specified that they really like idea of bridges (connection between two points). From working with commercial customers outside of college, I have learned that listening to your client and working with his ideas can be very crucial. I thought that the bridge is a good idea and it could be done.
I researched bridges, the part I was interested at was the bridge support. What holds it in place, thanks to what it stands still and doesn’t break. I thought that it is a good idea to represent Elvete as a bridge support, they help to create bridges between Employers and Employees.
I did a lot of doodling in order to come across the perfect logo. There were ideas about infinity, target marks and arches.
I really liked the idea of the letter ‘T’ in word ‘Elvete’ - looking like a person holding up a bridge, being support of it.
When I had my idea all sorted - it was time to design. I am not the best user of Illustrator but with motivation we can achieve anything we want. I used different tutorials and asked help of friends who are professional graphic designers to show me the way.
The biggest struggle was to add arms to the letter ‘T’ in ‘Elvete’. When I have added them, the letter looked like a ‘Y’ not a ‘T’. This has let me down a little bit and this is when I have asked my friend for help. It took him one minute to figure this problem out. The answer was - basic anatomy. Remember that human body has elbows and all you need is to attach two arm into a ‘T’. This has solved my problem completely.
At the very end I have added stars and tried different colour arrangements. It was obvious that the colours would be shades of blue and yellow as its an European Organisation and this has to be mentioned. My first arrangement was to have the curve yellow and the rest blue. The blue shade was too dark and I needed to swap it round. With the curve being blue it looked perfectly. It focused the viewer on the curve (bridge) but it made him/her look down at what it is supported by.
I am very happy with my outcome, I have crossed borders which I would never think I would cross. Adobe Illustrator was something I really wanted to learn how to use and this was a perfect brief to try. It seems that it is not hard at all and it is something very worth knowing.
I am not expecting to win this live brief, I am very happy being able to take part in it and having my attempt considered. I think my design is very strong and it communicates the message effectively.
If I had more time I wouldn’t change anything a tiny bit. I am very happy and comfortable with my design. I have ensured that it is perfected to the very last bit. I am sure that it is strong and if it won’t be chosen as a winner - they will lose a very good occasion to shine out there.
My Elvete logo for ASFI Brief.
Apple Brief Evaluation
We have been introduced to very unusual brief from Alan Tyler. I know already that briefs from our tutor are “different” but I really enjoyed this one.
Apple. That’s it.
I was very positive at the start of the brief but it seemed too open. You could do whatever you wanted to. I was blank for a while because apple was something I saw everywhere and it had no particular meaning for me. I have recalled history and mythology and the apple appeared there but it always had different meaning.
The drawing and sketching exploration was something that has opened my mind to this brief. I have decided to look EVERYWHERE for the apple and figure out it’s proper meaning.
This brief slowly became my obsession; suddenly I started seeing apples everywhere and paying attention to them. Everyday life became one big APPLE. When before it was just a fruit, now it became an object stuck in my mind, trying to figure out some kind of a mystery.
I paid attention to it everywhere I went - buses, walks, shops, bars, cinema, films, internet and etc. It was literally everywhere.
What I was interested about was the context of the apple that was used. Sometimes it was poison, sometimes logo of a company, something healthy, curvy shape, treachery and many, many more. I could give million of examples but this is not the point.
I had to put this obsession into an end and come up with a theory. I took this brief more as a research, a challenge for me to look at something from different perspective than ever before. I have pushed myself to try an experiment.
My drawings were situations from films where an apple was presented or where it wasn’t but it could be. The audience has believed me that the apple was in the film even if it wasn’t in there. They can remember the famous scene but they didn’t notice the apple until now and they believed it and the overall feel hasn’t change.
My experiment was simple. On the presentation day I have had prepared an apple with a skull carved out in it. It was still an apple. I have read a part of Hamlet (to be or not to be), holding an apple in my hand like the skull in the famous act. Even though it was a different object - the feel of the poetry seemed to be a lot stronger than when I would hold a skull in my hand.
The main conclusion, the theory of apple. The symbolism, the simplicity of it is beautiful. An Apple is a symbol of universality. It can be used everywhere and still do a great job. Strengthen the message. Example of great use of it could be Apple Company, supplying us with iPhones, iPads and other products. The logo looks clean and simple, yet it’s one of the most recognizable logos in the world.
I feel like I have solved a mystery and made a big step in contextual studies. Looking at ordinary things from a different perspective can be a valuable skill, especially for a Graphic Designer. When asked to create unique design for clients working in same industries can be tiring, but your job is to take different approach each time. This is what I have learned.
To be, or not to be, aye there’s the point,
To Die, to sleep, is that all? Aye all:
No, to sleep, to dream, aye marry there it goes,
For in that dream of death, when we awake,
And borne before an everlasting Judge,
From whence no passenger ever returned,
The undiscovered country, at whose sight
The happy smile, and the accursed damn’d.
But for this, the joyful hope of this,
Who’d bear the scorns and flattery of the world,
Scorned by the right rich, the rich cursed of the poor?
The widow being oppressed, the orphan wrong’d,
The taste of hunger, or a tyrants reign,
And thousand more calamities besides,
To grunt and sweat under this weary life,
When that he may his full Quietus make,
With a bare bodkin, who would this endure,
But for a hope of something after death?
Which puzzles the brain, and doth confound the sense,
Which makes us rather bear those evils we have,
Than fly to others that we know not of.
Aye that, O this conscience makes cowards of us all,
Lady in thy orizons, be all my sins remembred.