CONTEXTUAL INFLUENCES

Jacob Ham

DATE

5th December 2016

Brief.

The aim of this module is to establish knowledge of the visual legacy that underpins art and design learning. Focus is placed on understanding the visual links that exist between contemporary and historical art and design from a creative, imaginative and ideas based context. The module allows learners to devise a creative outcome that visually communicates and discusses a visual trend in contemporary practice and links to its contextual influences. The outcome acts as the vehicle for learners to illustrate their ability to critically research and discuss a trends origin as part of a negotiated outcome worthy of a place within a final portfolio.

Learning Outcomes.

Find a contemporary artwork or design.
Explore historical artworks or design.
Create your own creative visual response.
Write essay (1000 - 1500 words)

Visual Response Concept.

For my outcome I wanted to redevelop my personal branding with this in mind, I decided to explore corporate and personal identity looking at guidelines. I started by looking at examples made within the last year, basing my research off monograms and lettermarks. Breaking down more famous guidelines such as the Cunard brand guidelines

(http://www.cunardguidelines.com/downloads/Cunard_Guidelines_ROW.pdf) and experimenting with my new logo to expand on aspects such as master protecting the primary mark. Developing the colour scheme to a broader spectrum by adding shades and monochromatic colours to the brand.

The idea behind my poster was to create branding guidelines but on a A2 scale, that would explain the important information such as logo variations, colours, and typeface. In this case the essay would replace the the typeface section.

Reflection.

Overall I am happy with the outcome of this unit, especially my visual response. My previous logo was something that I was not content with for a long time, but never had the confidence or devoted the time to really working on perfecting my brand. The logo sets out to do exactly what I intended, which was to make a professional, clean, and simple mark that would reflect the use of my first and last name.

In regards to the poster, I feel like I have managed space well and kept everything consistent throughout doing so. I wanted to keep it very minimal, having no background and sticking to only using flat colours that are used throughout the branding I created for myself. However, once I had printed my final poster to present during a critique I noticed a few minor spelling mistakes placed at the top and bottom of the design of the poster, in future, I will be planning to get others to check over my work and do further proofs to make sure no errors go to print.

When doing research at the start of this brief, I went a little overboard and invested in buying Brand Identity based books such as “Designing Brand Identity by Alina Wheeler”. Even though these books were not bought for helping with the essay side of things, they certainly helped a lot, with most of my references coming from books. In terms of the essay itself, I struggled a little at the start but once I knew the talking points and what relevant order they would have, from there on I had no issue writing the essay. I tend to not enjoy writing essays of any sort but while I was developing the body of the essay. I became involved in the topic and enjoyed reading more about the background and becoming indulged in researching on past designers such as Paul Rand and Saul Bass.

Tutorial feedback.

28.09.16.
You have a clear idea of how to proceed with the assignment, your contemporary image is the logo for “Crix Capital” and will be linked to the Siemens & Halske 1897 logo. You have indicated that you wish to create your own monogram as the visual response to the assignment and will take an essence of this to use within the final poster design. You indicated you could confidently use design software and would work

with InDesign.

01.11.16.
The theme of the presentation focused on the topic of personalised logo design. Very well presented and well received presentation - very interesting and stimulating for the group. Jacob is to be commended for his (more) challenging presentation due to the fact selected to how his work as opposed to another artist. He also welcomed opinion and suggestions for improvement. Well done.

23.01.17.

Grade awarded.
Distinction at 76%
82% visual
70% written