UNLEASHED Design

Design
UNLEASHED
SIMON LI
Table Of Content
1 COMUNICATION DESIGN
2 DIGITAL MEDIA/ANIMATION
3 BRANDED
FASHION
4 BRANDED ENVIRONMENT
INTRODUCTION
Helvetica is a neutral typeface, which was designed in
1957 by Max Miedinger along with Eduard Hoffmann
at the Haas’sche Schriftgiesserei of Munchenstein,
Switzerland. The purpose of the design is to produce a
clear, legible typeface. At the moment, Helvetica has
become one of the most extensive typefaces across
the globe and has continued to be used in the world of
design and visual communication.
OPINIONS
Several artists have endorsed Helvetica. In the documentary
film “Helvetica” directed by Gary Hustwit, graphic designer, Massimo Vignelli himself states, “It’s a modern type, it’s
very clear, it’s good for everything. How can they improve
it? They’ve got the best already.” This is also supported by a
comment made by Rick from London,
“You are only really creative if you can be creative with
Helvetica. This typeface is perfect. It’s all you need.”
Helvetica is a widely acceptable typeface used by highly
renowned designers around the world. Nowadays, many
choices of typefaces can be used for design project, however Helvetica shows superiority through its durable, clean,
understated style. Helvetica design seems to be everywhere
around the world, including print media, websites, even TV
frame design. A general opinion on Helvetica is its primary
form of natural design and commanding structure. There
is not too much fashion or power in it. It also has longer
history than the other typefaces and somewhat demands a
certain sense of respect.
Messages are controlled by the visual effects of typefaces.
The choice of typefaces often speaks to its audience, triggering an emotional response. Today, Helvetica has all the
important features of effective design, which is attractive
to the readers’ eye. It is perhaps one of the most important
reasons why Helvetia is the most influential typeface ever
designed.
INFLUENCE
First of all, Helvetica has successfully been one of the most
popular typefaces for over 50 years. Its history outstands its
counterparts such as Arial, Times New Roman or Verdana.
According to the film, there are multiple designs which
incorporate Helvetica in history. Helvetica was designed
by Max Miedinger and was published by Linotype in 1983.
Linotype’s daughter design company called D.Stempel AG
re-designed the original and released it as Neue Helvetica.
In fact, Linotype led Helvetica onto another level with the
international language development, which was released as
Neue Helvetica Pro in 2004.
So how does Helvetica continue to influence society? With
the development of our modern society, Helvetica has frequently been used, notably through corporate identity. It is
one of the most popular sans-serif typeface. The phonetic
symbol of Mandarin have been developed to Helvetica, because of simplified the language. In the same way, Helvetica
exists in alphabets for other countries too such as Korea,
Japan and Vietnam etc. Commercial companies including
American Airlines have incorporated Helvetica into their
logo designs. This has been an effective marketing strategy,
as the logo has remained iconic in the commercial world.
In the film “Helvetica”, Designer Massimo Vignelli says,
“It’s the only airline in last 40 years that has not changed its
identity.” Car companies such as BMW, JEEP and TOYOTA
have also used Helvetica within their branding identity. Helvetica is not only a typeface, it’s also a culture revolution.
CONCLUSION
With the information above, it’s very important to remember Helvetica
is a very inventive typeface and it will continue to hold the world’s
attention, certainly keeping us guessing for the future.
REFERENSES
Lawrence W Wallis. Modern Encyclopedia of Typefaces
1960-90. Lund Humphries Publishers Ltd: 2000.
Müller, Lars; Malsy, Victor (Ed.); Langer, Axel; Kupferschmid, Indra: Helvetica forever. Story of a typeface. Lars
Müller Publishers 2007.
http://typophile.com/node/13514
http://www.slate.com/id/2166887/?GT1=10034
http://www.helveticaforever.com/en/html/helveticaforever.html
DIGITAL MEDIA/ANIMATION
HOW’S MOVING CASTLE
INTRODUCTION
<<Howls Moving Castle >>is a Japanese animation film
written and directed by Hayao Miyazaki who is a manga
artist and famous by many anime feature films.This film is
also one of the most financially successful Japanese films in
history.Hyperrealism,metamophosis have all participated
in this anime film.
Sophie
This film emphasized the theme in the opening by change the appearance of character and create a suspense of the story.Sophie
is the main character who has been curses into an old woman by Witch. This character represents a sense of inferiority .She
wasn’t confident of herself when she met Howl,but she was brave after been transformed into an old woman and lost her beauty.
On the other hand ,Sophie was in the green dress all the way untill the ending,it’s indirectly allows audience to notice that
young Sophie was still inside.The colour of the dress also incorproate the feature of sophie in which she is a kind ,gentle and
responsible girl.
HOWL
Howl is the boy that Sophie fall in love with.At the beginning of film ,he saved Sophie when she was attacked by two soldiers .In the
way he saved Sophie and bring her walking in the sky ,plus using the cheerful sound as background music,it actually established the
relationship between those two Characters and telling audiences something is going to happen.His emotion is partly represent from
the moving castle which express depressed and low-spirited.However,he is also a hero who wants to protect the town by becomes a
winged bird .
Theme
Hyperrealism is the theme of environment design in this film.This style of painting represents a photorealistic of different background in the scene.It includes interior,outdoor and nature views.The effect of this concept is to create a visual contrast between
characters and background and keeping the characters to stay on the top layer of the whole screen.For example,In this picture,it’s
clear to see the background is aim to decorate the character because the colours are more varied ,it’s present with brushwork painting with detail. But the character is focuses much more simple colours and shape.Of all the nature view image in the film,the objects
in the front are most painted in warm colours ,and the objects at the back are most painted in cold colours ,such as the mountains
,clouds .It’s also interesting to note that hyperrealism has been used in the film somehow brings the character in reality environment.
This is the idea about how to attract audience’s attention and make them feel more belonging to the film.The other concept have been
present in this film is metamorphosis .The morphing or physical change of one character into something.Transform Sophie into a old
woman and the wings on Howl’s back emphasized the central theme of the film and increased the atmosphere of fantasy.
conclusion
Howl’s moving castle,reflecting and defining new concept and
intellectual,has radically extended the digital media of painting and
imagination..Following the innovative ideas about animation,this film
has improved the development of digital animation.
References
http://rogerebert.suntimes.com
http://www.nausicaa.net/miyazaki/howl/
http://www.imdb.com/title/tt0347149/
http://disney.go.com/disneypictures/castle/
http://www.suberic.net/cgi-bin/dwj/wiki.cgi?Howl%27s_Moving_Castle
BRANDED
FASHION
HIP POP
H
ip pop is now one of the most popular subcultures
around the world and can be identified through various
streams such as artists, music, and graffiti. In this article
we will discuss how Hip-hop fashion has become such
a distinctive component of Hip pop culture and how this
has paid influence into modern society.
HISTORY
Hip-hop fashion originated within the African-Amer-
ican youths and began primarily as a form of expression to
develop Hip pop music. It’s generally a unique style of clothing, which symbolized Hip-hop culture and predominantly
represents the American youth scene. Hip-hop fashion reached
its peak in the early 1980s, which was popularized by brands
such as, Le Coq, Adidas and Pro-ked. Such brands released
stylish sports and fashion-wear, which was a direct response
to the emerging hip-hop scene. This later became the period of
old school hip-hop, which directly expressed young and powerful spirits. Several accessories also became popular with items
such as large eyeglasses, bucket hats, nameplates, name belts
and multiple rings. Heavy jewellery was also an important
feature in hip-hop fashion, later enduring into contemporary
society dubbed as the “bling” accessory. Large gold chains,
necklaces and earrings were also common and were usually
suggestive of wealth and high status.
During the late 1980s to early 1990s hip hop fashion started
to attract the fashion world’s attention through the production of
baseball caps and bright neon-colored clothing. Many women
started to wear over-sized clothing with tight shirts to re-define
femininity, which were heavily influenced by R&B artists such as
TLC and Aaliyah. High-end fashion designer Chanel held several
fashion shows, which represented hip-hop inspired collections.
INFLUENCE
In the last 30 years, hip-hop fashion has had an immense
influence in fashion world. Today, Hip-hop is now something
that is prominent all over the world and has been celebrated
throughout several ethnicities. America is no longer the only
place where we can see hip-hop outfits. Due to heavy media
attention and changing social attitudes, hip-hop has influenced
other regions of the world such as the Asian culture, where the
hip-hop style is repeatedly emulated and celebrated. In China,
a number of teenage students deliberately order their school
uniform over-sized because they have to wear the uniform
5 days a week. Therefore, many young kids are trying to
achieve the hip-hop look and style, which is a direct response
of how much it has influenced social beliefs as well as the
fashion world.It is more interesting to look at the relationship
between sports stars and hip-hop fashion. Michael Jordan is
one of the most iconic professional basketballers. Since 1984,
NIKE collaborated with Michael to design the “Air Jordan”
basketball shoe. This series of shoes became one of the most
popular accessories up until now. Even American rapper Nelly
wrote a song about these shoes titled “don’t step on my J.”
Another popular artist amongst the hip-hop fashion scene was Eminem.
He was the only white person who became a successful rapper in the
competitive industry. Over-sized clothing, baseball caps and large fancy
diamond necklaces became his distinctive style. During the development
of Many youths who favoured hip pop music, were often influenced by
the way their idols dressed and would frequently mimic their style. This
is how the relationship among entertainment artists, hip-hop clothing and
fans helped to establish and endure the hip-hop culture.
CONCLUSION
Nowadays, hip-hop fashion has continued to
uphold its influential reputation with its persistence
to spread all over the world. It has remained as an important subculture around the world and will continue
to give rise in the future.
REF
ERE
NCE
S
1.^ a b c d e f Kitwana, Bakari. The Hip Hop Generation: Young Blacks and the Crisis in African American Culture, p. 198
2.http://www.hiphopfashion.co.za/
3. http://www.kingice.com/hip-hop-fashion.aspx
4. http://entertainment.howstuffworks.com/hip-hop7.htm
GOLDEN MEAN
INTRODUCTION
Golden mean is an irrational mathematical constant approximately
1.6180339 in which the ratio of the sum of the quantities to the larger
quantity is equal to the ratio of the larger quantity to the smaller one .It
was originated in (490-430 BC) by Phidias who made the parthenon
statues that seem to embody the golden mean . The Golden mean has
symbolized a great fascination to geometry for a long time and taken an
important position in geometry,architecture,music,art and philosophies.It
generates new ideas and influenced the development of architecture.
PURPOSE
The purpose of golden mean is t orepresent a sence of order and
harmony in visual construction.In golden mean theory ,the proportion refers to the equality of ratios which refers to compare
the quantitative of two similar objects.Therefore,the feature
on golden mean is about transmitted a permanent quality from
one ratio to another ratio.It has a consistent set of proportion
with the relationship between the parts of a building and the
whole.Athought this fact may not be immeriately accepted from
audiences,pass a period of time,they might start to recoginized
the relationship between the part and the whole.Golden has the
function to combining the multiplicity of elements and having
all of its parts belong to the same proportions.It’s something
that in order and able to creat a consecutive space.
EXAMPLES
In acient history,Golden mean has been used in many famours
architectures,The Parthenon is a significant example to dicuss
golden mean.
This two image represent the functionality from golden mean in the
proportioning of the facade of the Parthenon.It is important to see
this image is begin by fitting the facade into a golden mean.This
operation repeated indefinitelt to creat a gradation of squares and
golden rectangles.Thus,It is important to remember golden mean
might be the main technique for the visual beauty of architecture.
Secondly,The golden mean has appeared in post architecture
as well .The UN building is a example which represents
golden mean .Using the mathematical ratio of the golden
mean ,the width of the building equals the height of every
10 floors.As a result ,this building was closer to percect ratio
by use golden mean .It might indicate that golden mean has
influenced artchitecture design and prominent all over the
world.
Another contemporary piece of architecture that incorporates
the principles of THE GOLDEN MEAN is California Polytechnic Engineering Plaza ,Using the mathematical ratio of the
golden mean ,a series of buildings can be generatede to form a
unified group wherein every area is proportionate to the others
as well as to the overall structure.In this image,the principle of
golden mean creats a sense of order among a series of elements
which are similar in shape but different sizes.
conclusion
Indeed,the influence of golden mean is not only exist in the history of
architecture, it also appeared in music ,art ,and nature.This knowledge has
been around the world for about 3000years,this principle involed many
designers to use ,although the actual system changes from time to time ,The
contribution of golden mean can not be ignored .
REFERENCES
http://milan.milanovic.org/math/english/golden/golden.html
http://www.thegoldenmean.com/
http://photoinf.com/Golden_Mean/
http://www.astridfitzgerald.com/goldenmean.htm
<<architecture>> form,space,and order . Francis D.K.CHING