Assignment 4: Show Me (Part 3: Designs)

I decided that I would work on two concepts for the final Show Me designs – a minimalist approach, and a Pop Art style.

Minimalist

I started with the Minimalist version and initially sketched out an alphabet to explore the minimum strokes that are needed to allow a letter to be legible. Fortunately, the word ‘type’ has capital letter forms that seem to lend themselves to this style – I’m not sure some of the rest work as well!

 

I then did a number of sketches of both the word ‘type’ and the possible layout.

I wanted to keep the cover sparse with a minimum of information. It features the title, symbols for the 3 sections and a bar code. I decided I would limit my palette to black, white and red, and I would use sanserif typefaces. I did a search for some minimal typefaces and looked at my existing collection. I then chose to use three typefaces – Infinity, Source Sans Pro, and Futura PT.

After looking at my sketches, and asking for some feedback from my family, I decided I preferred the version with the word ‘type’ descending across the page. Using InDesign I created the cover and began laying out the pages. This proved quite challenging in terms of how to provide the information and keep a simple layout with lots of white space. As a result I have gone with two double pages to keep the design consistent. I also elected to use a square format because it worked well with the cover typeface. I created three versions:

Version 1: I used a basic grid to set out the information, and added red to draw out particular elements and create breaks in the layout. Having initially tried the last page arranged vertically, I couldn’t get it to looked balanced so I moved to horizontal rows instead. I used Infinity for the large question mark because it echoed the cover typeface. I also created the visuals for the last page. I found several possible cats but decided on an outline version as it worked better with the rest of the format. I then adapted it in Illustrator to create more of a question mark tail.

(Click on cover image for slideshow)

Version 2: based on the first version but I changed the question mark typeface and went bolder with the red. I added tints behind the main body text, as well as more space between the headings and paragraph text on the final page.

Version 3: I reduced some of the red on the second page and changed the format on page four reducing the size of the question mark and putting the header across the top.

Pop Art

I used the same development process as for the minimalist version; some sketching and background research. I was particularly struck by Peter Blake’s ‘Dazzle Alphabet’ and looked at how I might create something with that influence.

Using Adobe Draw I sketched out an idea for the cover, I used this method because it is fast and I find this works well when I’m thinking things through. It is also really easy to use fill colour so I can see the composition develop quickly. I had originally thought I would use this as a base drawing, which I would then tidy up in Illustrator/InDesign.

However, I remembered some earlier feedback from my tutor about the final design losing some of the urgency and freedom of my original sketches. I decided to be brave and use this original digital drawing as the cover, this felt risky because its messy but it seemed to work with the Pop Art theme and I wanted to challenge myself to develop it. This proved quite difficult particularly having started with the minimal design, as soon as I used a grid structure in InDesign the layout started to tighten up again and there was a mismatch between the inside pages and the cover.

At this point I was close to dropping the idea and trying something else, but after researching some typefaces I thought I should carry on and keep developing it. I liked the contradictions of something being handwritten but now infinitely repeatable being used; it felt in keeping with the critiques underlying much of Pop Art about consumerism and mass production. I went on to develop three versions:

Version 1: uses bold block colours and lines drawn with the mouse so they are evidently hand drawn.  I decided on typefaces that echoed comics/80s advertising type text – Brush Hand New, From Where You Are and Lato. I also introduced repeating motifs, which was also a feature of Pop Art. I wasn’t sure this version pushed the concept far enough so decided to make changes.

Version 2: I changed the block colours on the inside pages and added a ‘whaam’ type motif with the 2000yrs. I also added black strokes to some of the typography to add to the popular culture type feel. This looked better but I thought the colours were still not quite right.

Version 3: For this version I went red on pages two and three, which I think works better with the splash motif. I also made the archetypal structures in the background a little more prominent.

I think overall the minimalist version is probably the most successful and I have a preference for its clean structure. I made a minor change to the last question mark (back to Infinity typeface), and removed the orphan from the quote on page one. I see this as the final version.

However, I am really glad I experimented with the other version, it is more fun and vibrant and in a style that is definitely out of my comfort zone. With each version I felt I was getting braver and I think this was important in terms of recognising some possible self-limiting assumptions I carry. It is hard to shrug off the notion of what ‘proper’ design looks like and be less constrained and more playful. I think I am starting to get better at experimenting and taking a risk on an approach that might not work out.

 

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