AGIDEAS

Trends and Designers


One major trend that I noticed during the 3 day conference at AGIDEAS was the term "collaboration".
Many designers have collaborated with individuals not only from their disciplines, but from all walks of life, including industrial designers, florists, milliners and painters.
I learnt that networking and joining forces with others is a great way to get the creative juices flowing and to bring about new ideas by learning a new way of thinking from people you never thought you would have worked with and thinking in ways that you never thought to think. "Doing fun stuff with other fun people" - Kerrie Stanley
Jeffrey Copolov, who worked on the Royal Children's Hospital rebranding project collaborated with a lot of artists and architects to create a story and atmosphere in a place where people don't normally associate with hapiness. Through understanding the way the building worked architecturally, he was able to devise a set of stories for each floor of the building, working his way from the bottom up. Along with the physical structure of the building, he worked closely with landscapers who look after the exterior of the space. Knowing nothing about gardening, he was able to work with and communicate his plans to make the garden areas of the hospital welcoming and inviting. A place where children can find peace and sanctuary, all while maintaining the look and feel of the story that is happening inside the walls.
Collaborations bring about new opportunities and aim to inspire designers to go off after a project and look at things in new ways. Returning to partnerships that are made through networking can open a whole new set of opportunities and create relationships that are beneficial for all parties involved.

Concept Evaluation
Cindy-Lee Davis is the founder of Lightly. They design 3D works such as light shades, bowls, tableware and ornaments. The pieces are all inspired by the past. "Design is a story telling process". Cindy-Lee tries to convey a story in all her work. She likes to draw on patterns from the middle ages and humanises products through the stories they have to tell.
I feel that her work is very personal and the amount of detail shows that she is very passionate about what she does. Her project with the tea cup saucers took months and a lot of hard work. The concept was to collect old and disused china and porcelain saucers that can be recycled from unwanted tableware to unique and ornate decorations. Where one person sees trash, Cindy-Lee sees a design opportunity. "I am often inspired by the ordinary, and make it extraordinary".
I believe the concept is fresh and different and works well with her corporate culture of playing on nostalgia. These old saucers all told a story about the person who used to use them. They will live on to tell more stories with their new owners in a different function. This is a great way to look at the work that one is doing, to make it worthwhile.
The concept works great and it has proved to be a great success. Pop up exhibitions have come about for Cindy-Lee through collaborating with others on this international project, which again shows this trend to network and make new relationships.
Click here to view the ornate collection.

Sourced Stock Images

IMAGE 1 can be used for an advertisement of the club the logo is being made for

IMAGE 2 can be used to photoshop the logo on the cyclists uniform

IMAGE 3 can be used to advertise cycling as a sport and have the club logo in the corner as the sponsor

Copyright Issues

Fonts:
Fonts can be found from a variety of sources on the internet. There are hundreds of sites where you can download free fonts and use them for personal use (EG making invitations or posters) but as soon as money is made from the creation then copyright issues come into play.


DaFont - This site has thousands of fonts that can be downloaded. On the majority of the fonts there is a disclaimer that says that they are for personal use only. Links are provided to the websites where the full fonts can be purchased. Click here to see an example of this.


Identifont - This site helps to identify fonts that have been seen on publications and other works through the dissection of the anatomy of the fonts themselves. Identifont also doesn't allow commercial use of typefaces unless an agreement is made with Identifont. This statement is on their website, which can be viewed by clicking here along with the copyright statement (click here to view)


FontBook - This is a site where fonts need to be purchased. Prices vary for different fonts, based on the font family. For example, Soho has 40 fonts and costs $2060 for the entire pack, whereas Avante Garde Gothic Pro is only one font and costs $33.50. All the fonts have a User Agreement. To see an example of this, click here for the agreement for Scala Sans.

Terms and Conditions on font usage can be found on FontFont's website. Click here to view
Once fonts have been downloaded onto your computer, the default font program will load and install your font to be used with whichever programs support the font.

Images:
Images off the internet are subject to copyright unless purchased. Using images found on search engines such as Google are technically illegal because ownership belongs to the people who have uploaded the image in the first place. A number of sites exist where images can be purchased and used in any way by the purchaser.

iStockphoto - Generic images are categorized to make it easy to find and purchase using credits bought off the site. Depending on how many credits are purchased determines what type of image can be purchased. Here is a table showing how the breakdown works. Credits purchased in bulk get cheaper the more you buy. Larger files cost more credits.

Getty Images - Getty Images works the same as iStock photo in the way images are categorized and presented, however purchasing is done directly through credit card, not through credits. Pricing also depends on the size of the image and the medium that is used. Click here for the terms and conditions.

Bibliography
http://www.gettyimages.com.au/
http://www.istockphoto.com/
http://www.linotype.com/
https://www.fontfont.com/
http://www.dafont.com/
http://www.identifont.com/

My Team Logo

Below are the initial sketches for my logo idea. My Greek myth is Achilles and the sport I have chosen to do is cycling. The reason for this is that a lot of injuries to the Achilles tendon can be attributed to cycling and the repeated motion on the ankle and foot area. I have used Achilles' iconic shield as a component in my initial thumbnails, because it's a simple element and relates to his competitive and warrior status.

Initial thumbnails

Starting refinement

Native American Motifs

The Golden State Warriors


The Golden State Warriors are a professional basketball team from Oakland California. Originally they were known as the Philadelphia Warriors when they were formed in 1945. In 1962 they relocated to San Francisco and became the San Francisco warriors and in 1971 became what they are currently known as the Golden State Warriors.

The original logo was an image of a native Indian. Click here to view. In 1971 the logo changed and the team got rid of the native Indian and became more state and basketball based. The image shows the state they are based in and a large basketball. Click here to view. The image here shows the fourth progression of the logo which goes back to a strong figure that is the more prominent element in the design, however they have not used a native Indian again, showing that they are more culturally aware as the times have changed. The final and current logo, that can be viewed here, goes back to being more location oriented.

The current logo uses 2 colours in the design and goes back to a simple line drawing style. The colours reflect the Warriors' royal blue that has been a consistent theme in their history as well as a bridge that is in the process of being completed in San Francisco, which is the Californian golden yellow colour.
Line and colour are the dominant elements as well as type because the name of the club needs to be there. However, the typeface choice is questionable as it still looks a little outdated.
The only motif that I can identify the silhouette of the bridge. This kind of silhouette is often used to depict cities and identify structural icons. It is used in logos and other design works quite frequently (Click here for an example)
The Golden State Warriors very quickly moved away from the native Indian figures and since the first logo has not used the image ever again. It's clear that the original logo and the name "Warriors" go hand in hand because the current logo doesn't really reflect that they are "warriors".

The design works well with the colours but as stated above, I believe the name and the image don't really relate. The intention to become more culturally aware has been achieved but I think more refinement is needed to achieve a completely aesthetically pleasing design.

Bibliography
http://www.slamonline.com/online/nba/2010/06/warriors-unveil-new-logo-color-scheme/
http://en.wikipedia.org/wiki/Golden_State_Warriors

Culture in Design

Click here to read the article which the below response was written about:

I love these designs and how they bring long standing traditions into the modern day. It's wonderful to see the traditional colours, patterns and vibrance of these cultures. It highlights the need for designers to research and reference different cultural backgrounds to draw attention to their past. They can be really influential and raise awareness for cultures that are on the verge of being lost.

Aboriginal Motifs

Functions and Philosophies

“Protocols are about peoples value systems and cultural beliefs.”

Respect:

When creating a visual art piece, it’s advised that people respect the following points:

• The original inhabitants of Australia were Indigenous Australians, Aboriginals and Torres Straight Islanders.
• The indigenous people have a right to control and own their culture.
• The cultural significance of indigenous arts should be respected.
• Outdated and inappropriate perspectives and terminology should not be used.
• Indigenous cultures are still in existence today.

Communication, consultation and consent:

When communicating, consulting and seeking consent, the following should be remembered:

• Consent is always required when intending to reproduce or reuse indigenous visual arts and crafts especially if traditional designs relating to particular communities are involved.
• Commonly owned material such as ritual knowledge and dreamtime stories may require wider consultation across a number of communities.
• There may be gender divisions of equality that people need to be aware of.
• There may be artists in remote communities that require interpreters.
• Sensitive content may require special consent

Moral Rights and Issues:

• “Existing moral rights are individual rights only”.
• The Australian Federal Government drafted a proposal to amend the Copyright Act to include indigenous moral rights, which proposes that copyright is included for indigenous works and films.
• It means that there will be mutual commitment between the indigenous community and the maker of the film or work.
• There also needs to be acknowledgement of the community’s association with the work.

Clash of the Titans

Who are the Titans?

The Titans are the 12 Gods of Olympus. There are two generations of Titans. The Elder Gods were ruled by Cronus who was eventually overthrown by his son Zeus. The original Titans fought agains Zeus but were eventually overpowered. They were therefore banished to Tartarus. Cronus' generation were all associated with the planets and were often depicted in ancient art. 

The 12 Olympian Gods were associated with every aspect of humans lives. They were: Aphrodite, Apollo, Ares, Artemis, Athena, Demeter, Dionysus, Hephaestus, Hera, Hermes, Posiedon, Zues. 

Interesting Motifs appearing in the movie:

Lightning Bolts - Zeus' signature

Torches - Flame bearing torches that are still used today. EG Olympic games

Shields

Wings - The wings that you see on the Pegasus are used a lot in many aspects of modern times

Columns - The greek columns that were shown in the ruins are used today in architecture and design quite frequently

Is your Greek character in the movie? 

No.

Are there any Characters in the movie related to your Greek Myth?

No.

Is there a constellation named after your Greek Myth?
There is no constellation in the sky named after Achilles, however, his shield is often referred to as a constellation because the images portrayed on the shield all have particular meaning.

How is Medusa killed? Does your Greek character have a weakness?

Medusa was killed by Perseus slicing her head off. That was the only way she could be destroyed. 

Achilles had one major weakness, his ankle. It was the only part of his body that was not dipped in the river Styx, which makes anything it touches immortal.

Bibliography

http://ancienthistory.about.com/od/religionmyth/g/Titans.htm

http://www.greekmythology.com/Titans/titans.html

http://www.theoi.com/greek-mythology/olympian-gods.html

Sketches of logo designs:

Logo Critique and Application

Geelong Football Club Logo

Image 1
Previous GFC logo

The Geelong Football Club (GFC) was established in 1859 and the original logo consisted of a detailed image of a cat in the club jersey. 

It then transformed into a purely typographic based logo (See Image 1). 

It was a simple logo that consisted of straight lines and only two colours. This was an effective style and worked well with the overall jersey. The white and navy are effective contrasting colours and are visually very appealing. The "GFC" in the centre is the focal point and therefore establishes the hierarchy as being the first thing the viewer sees.

Image 2
Current GFC logo

Style: The new club logo has reverted back to a pictorial revision, which brings it into the modern age. The design is vector based and very effective (See image 2). 

Concept: The face on the logo promotes a vicious cat which is in line with the intense passion of the team. It's crucial for the logo to represent the team it stands for. The image retains the previous thick strokes that make up the jersey, however the hierarchy is no longer the typography. It has shifted to the image. 

Motifs: The most obvious motif used here in the design is the imgage of a shield. The shield is generally used in a lot of mythology and ancient imagery. It represents protection and strength in the face of battle. Teams in the AFL are constantly battling against each other and with this shield the team is united as a group.

Logo Application

Image 4
Geelong Football Club Previous Jersey

Image 3
AFL Logo

The Australian Football Club (AFL) logo is placed on every jersey in the AFL (See Image 3). It is placed in the exact same position on every jersey and is a symbol of the game. Adjacent to this logo is the logo of the club. (See Image 4). Together these logos represent the game and the team. The AFL logo consists of blue, red and white, two of which are primary colours and both work well with all the club colours because the vast majority of teams' colours are primary or secondary colours. They are complimentary, therefore rarely clashing. 

Principles and Elements

Principles:
Stability: Unchanged or constant state

Dynamic: A constant change, activity or process in a design that promotes movement or a direction

Rhythm: A set of repeated, regular pattern or sound

Scale: Represented in proportional dimensions, reducing or increasing size



Elements
Line: A long narrow mark or band

Colour: The visual perception of the eye based on red, blue and green

Texture: The feeling or appearance of a surface or substance

Shape: An area that is separate from other areas and can be separated by a boundary line or change in colour.

Form: The visible shape or configuration of something

Adjective List

Irregular: Uneven or unbalanced element that does not conform to the usual

Triad: A group of three connected items

Geometric: Characterized or decorated by regular lines and shapes

Linear: Arranged in a set of straight or nearly straight lines

Bumpy: Uneven surface with many patches raised above the rest

Art Vocabulary List

Proportion: The relationship between two or more elements in a design with respect to (but not limited to) size, quantity and ratio.

Shape: A visual tool used to communicate a message. Shape is an area that is separate from other areas and can be separated by a boundary line or change in colour.

Ground: Everything that is not part of the figure is known as the ground. It is often referred to as the background.

Hierarchy: The way elements and type are placed in a composition to draw the attention to the most important thing first, and work your way down to the least important.

Negative Space: The space between and around the objects in a design, but not the actual object.

Bibliography

http://www.tutorial9.net/articles/design/enhancing-your-art-with-negative-space/

http://www.bluemoonwebdesign.com/art-lessons-7.asp 

http://daphne.palomar.edu/design/fandg.html 

http://daphne.palomar.edu/design/fandg.html

Style Time Line

1500s - 1800s

1. Name: Baroque

Date: late 1500s to 1700s

Description:

The Baroque movement began in Italy and later became popular in France, Germany, Netherlands and Spain. It was originally associated with tensions in religion within the Western Christianity. It is more of a realistic style of painting that was the main style in the late Renaissance. It was developed by Caravaggio, Carracci and Bernini as well as others. The paintings have more of a dramatic composition, intense details and emotional subjects, mostly religious. Baroque paintings can be found in murals and and paintings around cathederals and churches in Italy and other countries in Europe. This kind of art painted religion in a positive art therefore many chuches comissioned painters to paint in this style.

Artists: Rembrandt, Vermeer

Image: Click here to view image

Bibliography:

http://www.huntfor.com/arthistory/c17th-mid19th/baroque.htm

http://emptyeasel.com/2007/10/30/the-baroque-art-movement-artists-and-artwork-of-the-17th-century/

2. Name: Rococo

Date: 1700s

Description: Rococo started in the early 18th century in France from 1700 and is the “visual representation of the optimism people felt” in response to new ideas about human existence. The word “Rococo” has derived from the word “Rocaille” which means “rock work” or “shell work” which was a motif of that time. The style of art it reflects is irregular and has a lot of ornamental features.

Images: Click here to view image

Artist: Francois Boucher

Bibliography

http://www.huntfor.com/arthistory/c17th-mid19th/rococo.htm

http://www.arthistory.net/artstyles/rococo/rococo1.html

1900s

3. Name: Fauvism
Date: 1905
Description: This movement came about in France, and "revolutionized the concept of colour in modern art". The distinctive nature of this style was that the colour was applied to the canvas in small strokes. Vivid colours are used in favour of a subtle and soft palette.
Images: Click here to view image
Artists: Henri Matisse


Bibliography:

http://www.britannica.com/EBchecked/topic/632949/Vorticism

4. Name: Vorticism

Date: 1912

Description: Vorticism came about in England in the early 1900s and was founded by Wyndham  Lewis. The compositions of such artworks were straight edged, sharp and abstract, influenced by Cubism and Futurism 

Images: Click here to view image

Artists: Wyndham Lewis


Bibliography:
http://www.britannica.com/EBchecked/topic/632949/Vorticism


5. Name: Dada

Date: WW1 - early 1920s

Description: Dada was a literary and artistic movement that derived in Europe. The artists involved in this movement were refugees of the war who congregated in Zurich for protection from the war. They were so angry about the war that they took to art to vent their frustrations. They used any form of artistic expression they could find to send negative messages about nationalism, rationalism and materialism, as well as anything else that contributed to the war.

Their ideals were the only things that they really had in common. They referenced an early form of Shock Art by using humor, throwing around mild obscenities, visual puns and everyday objects in everyday life. Things like painting a moustache on the Mona Lisa and taking images of normal objects and calling them art infuriated the general public, which only encouraged them more. They had one universal rule: never follow any known rules.

Image: Click here to view image

Artists: Marcel Duchamp, Max Ernst

Bibliography:

http://arthistory.about.com/cs/arthistory10one/a/dada.htm

http://www.dadart.com/dadaism/dada/020-history-dada-movement.html

http://www.theartstory.org/movement-dada.htm

6. Name: Magic Realism

Date: 1920s

Description: This movement focuses on the history of the name itself rather than the actual characteristics of the movement. It came about in the 1920s by historian Franz Roh who’s views were a reaction to expressionism. The theory behind the movement combines the surrealist concepts with indigenous myths within traditional conventions. The art was presented with strong details and sharp focus. It taps into the viewer’s emotions and hides a number of messages within a common and ordinary scene.

Image: Click here to view image

Artist: Jacek Yerka

Bibliography

http://www.columbia.edu/cu/english/orals/magic_realism.htm

http://www.tendreams.org/magic-art.htm

7. Name: De Stijil

Date: 1920

Description: This movement gained inspiration from the DaDa movement in the early 20s. It was formed by a group or artists and architects lead by Theo Van Doesburg. Functionism was the main focus, with patterns being removed, and only blacks, whites and primary colours being used.  

Image: Click here to view image

Artists: Gerrit Rietveld

Bibliography
http://char.txa.cornell.edu/art/decart/destijl/decstijl.htm
http://www.designishistory.com/1920/de-stijl/


8. Name: Les Automatistes

Date: 1941 - 1960 Post war Montreal, Canada

Description: The name of this movement is refers to the group of artists in Montreal who caused political uproar in Quebec and were the leaders of modern art in the 40s and 50s.

It was founded by painter Paul-Emile Borduas. The artists involved were influenced by surrealism. The works have also been described as “action paining” and “lyrical abstraction.

Image: Click here to view image

Artists: Marcel Barbeau and Jean-Paul Riopelle

Bibliography

http://www.wsws.org/articles/2010/jan2010/auto-j09.shtml

http://www.collectionscanada.gc.ca/2/5/h5-301-e.html

http://www.artdesigncafe.com/Les-Automatistes-1992

9. Name: Lettrism

Date: Late 1940s

Description: Lettrism was founded in the late forties and was a reaction against the control of Surrealism. It attempted to get poetry back into people’s lives. It was developed by Isidore Isou. The style is characterised by strange arrangements of letters or those that have no meaning.

Image: Click here to view image

Artist: Isidore Isou

Bibliography

http://www.wendtroot.com/spoetry/folder4/ng441.html

http://www.thefreedictionary.com/lettrism

10. Name: Photorealism

Date: 1960s

Description: This is an American art movement that began in the 1960s using photography as its predominant inspiration. It emerged out of the Pop and Minimalism movements. The style used every day objects such as cars, signs and shops. Photorealists used a camera to record their subject matter and then used methods of painting to recreate the print.

Image: Click to view image

Artist: Richard Estes

Bibliography

http://www.britannica.com/EBchecked/topic/762693/Photo-realism

http://www.arthistory.net/artstyles/photorealism/photorealism1.html

Achilles - The Great Trojan Warrior

The History:

Achilles was a strong and powerful hero in Homers Iliad (Homer being the author and Iliad the epic literature). His father was a God and his mother mortal. Achilles was the greatest warrior on the battlefield in Troy. There are a few accounts as to how Achilles gained his status, the most popular being that as an infant, his mother dunked him in the river Styx (which is said to separate the land of the living from the land of the dead) and thus make the boy unable to be harmed in battle. His mother held him by his left heel, leaving it dry and untouched by the water. Although Achilles had great power and skill, his one vulnerability was his left heel, which in the end proved to be his downfall. In the final stages of the Trojan war, Achilles was struck in the left ankle by a poisened arrow, bringing an abrupt end to his life.

The Adventures:

He was raised by a Centuar, Chiron. His father Thetis hid him from sight as a female among the King Lycomedes’ daughters in an effort to shield him from the upcoming Trojan war. Achilles‘ was uncovered when his son was born to one of King Lycomedes’ daughters. He was sourced by Odysseus of Ithica to fight in the great battle, and true to his character went without a fight and thus his identity was revealled to all.

One of the Trojan leaders, Hector, killed Achilles’ close friend Patroclus, mistaking him for Achilles. This droove Achilles to avenge his friends death, killing Hector and dragging his lifeless body behind a chariot like a prize. Hector’s father, King Priam beseeched Achilles to allow him to take his son’s body home for a hero’s funeral, who allowed him to do so. But not before being refused Priam’s daughter’s hand in marriage.

Achilles bore another child to Amazon Penthesilia,  who he fell in love with. Soon after this, Achilles was killed with the fatal blow to his vulnerable heel.

The Appearance:

The God Hephaestus creates a magnificent shield of fine beauty and detail in which Achilles is very commonly depicted with. Being a warrior, he would have been very muscular and fit in order to be able to keep up in battle. Images of Achilles that depict the warrior, all show a strong fit man always in battle gear.

Symbols:

Arrow: His death came as a result of a poisoned arrow to the heel

Shield: Very often depicted in images with a helmet and shield as he was known as a great warrior. The shield represents “the world beyond the battlefield” and makes the implication that war is only one part of our existence. The intricate details on the shield are meant to remind us of all the other aspects of life, like work, family and children. This symbolism is indicated in Homer‘s detailed description of the shield, in order to counteract the war that dominates the majority of the Iliad

Refer to the following website for a rendition of Achilles’ shield: http://www.mlahanas.de/Greeks/Mythology/ShieldOfAchilles01.html

Foot/heel: His ultimate weakness was his heel that was not dipped into the water of the river Styx

Fire: Homer describes Achilles as “blazing” and compares his new armour to the fire of the sun. It is a reoccuring theme

Evolution:

Achilles was undoubtedly a Hero in the ancient Greek mythology. He was meant to be immortal as his father was a God. Although the lesson that the story of Achilles’ demise teaches us that no mater how far you are a decendent of the Gods, hero’s are ultimately mortals and will be subject to death.

Achilles chose a violent death early on for the glory rather than a long life of prosparity. The stories of Iliad revolve around the theme of Anger, and Achilles was in fact a hot tempered individual, which is one of the reasons that made him so good on the battlefield.

Achilles’ fatal flaw, his heel, became the name of the vital tendon that connects the heel to the calf muscles.

Achilles has been depicted in a number of films including Helen of troy, The fury of Achilles, The Odessy and Troy. A lot of songs have also been written referencing Achilles and his anger by many rock bands. Some of these include the band Achilles, songs “Achilles: The Back Breaker” by The Showdown, Led Zeppelin’s “Achilles’ Last Stand” and referenced in Bob Dylan’s “Temporary Like Achilles” and “Third temptation Of Paris” by Alesana.

Sports:

Cycling: One of the most common injuries associated with  cycling is pain in the achilles tendon. Pain in the achilles tendon generally means there is a problem with a cyclists pedaling technique

Archery: The death of Achilles was caused by a poisoned arrow to the heel, therefore archery would be an obvious association

Fencing: As Achilles was a warrior, armed combat was his forte. This sport is a modern day battle sport that has roots dating back tot he middle ages and ancient times

Bibliography:

http://www.uh.edu/~cldue/texts/introductiontohomer.html

http://www.imdb.com/

http://www.angelfire.com/planet/mythguide/achilles.html

http://pages.cabrini.edu/jzurek/Homer/iliad18.htm

http://www.greekmedicine.net/mythology/achilles.html

http://www.sparknotes.com/lit/iliad/themes.html

http://www.livestrong.com/article/381199-pain-in-the-achilles-tendon-from-cycling/

My epic goals for 2012.

2012 sees my reluctant return to Tafe to complete my Advanced Diploma in Graphic Design. Having previously undertaken an undergraduate degree in Marketing at Uni, I think it's fair to say that I am well and truly exhausted from the sheer pressure and stress of further study.
However, having said that, the return to tertiary education has indeed been well worth the late nights, lack of sleep and countless coffees, Red Bull's and V's. Upon completion of this year, I wish to get a job in the Packaging Design field. Utilising my various skills and newly acquired design knowledge, I will be able to delve into the world of selling products that nobody needs but everyone wants. I will be able to unite the magic of design and the wonders of marketing to bring forward a new creative direction that I and I alone will use to my advantage to eventually achieve my life long dream of concurring the world.