Week 3: Fields of Practice | Designers, design, new languages, theory and the new aesthetic
Research, analyse and explore the terminology and language that we use in the area of graphic design.
Imagine through your research a new term for a selected piece of design that breaks definitions of design practice.
Communicate clearly through your forum and blog and comment on your fellow students’ work in relation to different fields of practice.
Participate in and reflect upon debate on the ideas wall.
Manage your independent learning through good planning and self-direction.
Workshop challenge 1, wk 3 - D&AD award winners
Task one - exploring the categories
Explore the categories of the D&AD award winners 2020 Links to an external site.and consider how this impacts your views of design terminology, consider the overlaps and points of change, difference and similarity.
Although was aware of its inspiring credibility of recognising and celebrating the world’s best commercial creativity in design and advertising, I really wasn’t aware of how many categories D&AD Awards covered and the scope of category crossovers.
Exploring the 40 different categories is a vast feat in itself. Initially, it appears that there is quite a bit of variation in similar disciplines, for example, digital and digital design, art direction and direction. Surely they cover the same principles?
Research: Typography vs Type Design
The two categories I chose to investigate were typography vs type design. This appears to be creating a typeface into a work of art itself, whereas Type Design is more functional to be used within a family with a range of font weights suitable for display.
Category: Typography
Project: Apple contour watch face
Overview: This example shows the design face of the Apple Watch 7 series. The contours of the watch face gradually change throughout the day to highlight the current hour. There is an option of regular and rounded styles which can be personalised to complement the watch band accessory colours.
“Apple contour watch face is a fine example of using typography for a superior user experience where it dynamically grows into focus with a wrist raise. I particularly liked how the numbers were aligned in the simplest possible way to fit the form. The way it seamlessly uses the potent combination of typography craft and technology to provide a real world solution as a physical product is what our new world needs more of.”
Quote by Shitu Anand Patil, Co-Founder & Creative Director, Plus One Design
Category: Type Design
Project: Calvino
Overview: A typeface with an emphasis on the creation of design for purpose with a light sans serif and a range of 38 weights including italics and variable fonts. Much more functional design.
Example: source https://www.dandad.org/awards/professional/2022/235606/calvino/
Conclusion: On investigation, the two types of design couldn’t be more contrasting which is not obvious at first. Type for the visual art form and type for functionality. Two entirely different disciplines.
Reflection: What is the scope and what are the boundaries of graphic design today, current and future? Should a graphic design be pigeonholed into one category?
Resources:
https://www.dandad.org/awards/professional/2022/235606/calvino/
https://www.dandad.org/awards/professional/2022/235206/contour-watch-face/
Workshop challenge 2, wk 3 - Breaking the Boundaries of Graphic Design
Task two - 2D artistry meets 3D - ‘scene squealers’
Project: Selfridges Illustration/Window Display
I love that Selfridges have chosen to break the boundaries of conventional window displays. These illustrations would usually be featured to support an article in ‘editorial design’, and I feel this breaks the boundaries because it has been produced in a large-scale format ain the shop window.
Overview: The piece of design I’ve chosen is for Selfridges, London where a group of Illustrators were invited to submit their 2D designs into 3D window displays for their interpretation of ‘ways to celebrate’.
Why I like this:
The London store has focused exclusively on 2D illustration by commissioning Angela Kirkwood, Paulina Almira, Brindha Kumar, Lena Yokoyama, and John Booth – whose window installations feature, amongst others, a set of giant, larger-than-life flowers and bowls of fruit.
I particularly like the work by Angela Kirkwood – who has created layered illustrations and inspiration taken from the food hall and beauty counter in the artist’s unique explosion of fun and bright style.
This is not the norm in window displays that usually feature conventional mannequins draped in fabrics and accessories. By using illustrations, Selfridges has decided to concentrate on two-dimensional work exclusively in their window displays, and it serves as a pleasant reminder of the joy and inspiration that a unique style from illustration can bring. It is certainly bright and eye catching. As this work is going to feature over the next 12 months to coincide with various calendar celebrations, I’m hoping to see it in person.
References:
Selfridges website
Creative Review
Angela Kirkwood
https://www.creativereview.co.uk/angela-kirkwood-selfridges/
https://www.creativereview.co.uk/angela-kirkwood-illustration-change-career/
Illustrations in Selfridges window by Angela Kirkwood
My example that breaks the definitions of design practice is the term - ‘scene squealers.’
The feeling you get when you see 2D artistry in a larger-than-life format in a shop window. This ‘breaks the norm’ of illustrations that are normally seen on the page of Editorial Design. It’s exciting, very original and eye-catching.