Design Practice - Studio Brief 3 - Rationale

As a group, we created the exhibition Halftone which would be celebrating the traditional events in Leeds, through the use of traditional printing techniques. The idea was to plan an exhibition that would evolve around the use of a particular pattern. In this case, it was decided that halftone patterns would be used as the key element of the project. This was chosen because it would allow the A3 prints on display to be the centre of attention and would be reflective of patterns found in many of the prints.

Design Practice - Studio Brief 3 - Evaluation

After concluding our group exhibition project, we were able to reflect on the things that went well during the different stages of the planning and production, as well as things that could have been done differently. For example, during the start of the project, research into existing exhibitions in Leeds could have helped us to understand the starting point of the project easier. This could have also brought about further feedback and suggestions from peers on similar galleries or exhibitions that were relatable to our chosen subject.

In terms of the planning and production of the Halftone exhibition, there were several ways in which we succeeded in our intentions. One way that this was possible, was through the assigning of certain roles throughout the project, based on the group member's personal interests or creative strong points. This way the group could work efficiently and in a structured manner. As a result each member of the group was able to communicate and contribute ideas as well as suggestions for the ways in which the project could thrive.

Having worked as a group also gave each member the opportunity to see what collaborative practice is like in a professional environment. Consulting one another on problems that occurred or directions in which to take could easily be resolved through discussion and feedback. Furthermore, the presentations were also easier to put together once all the members had contributed and then the new ideas received after the presentations could then be discussed and pursued.

Overall, I think that working in a group has allowed each member to explore new areas that will prove useful for any future project involving collaborative practice. This will ultimately improve the skill sets of each member as well as their communicative skills.

Design Practice - Studio Brief 3 - Outcome

As a result of the development of the exhibition, it was possible to narrow down the areas that would become part of the final outcome and the areas that should be discarded. The exhibition would include, the halftone logotype, the posters, leaflets and catalogue, as well as the Twitter page, Instagram page, sticker way finding system and the projection. The areas that had been discarded included, the braille and several variations of the typeface. Also, during the final critique, the map of Leeds was changed so that the text was removed and examples of the stickers were shown.

 For the projection in the exhibition, several designs were printed onto acetate so that the patterns could be visible on top of one another. These were then placed on the projector and visualised on the walls and the floors. From this, the development of the poster designs could also continue. This was because the acetate experiments were then used for the imagery on the posters as well as the flyers and social media pages.

 For the catalogue, the designs created throughout the project were visualised in a way that would inform the audience of the themes and visual aesthetic of the display. The catalogue would also include a sheet of acetate, containing the pattern, so that when it was paired with the designs beneath it, there would be movement between the patterns visually. This would as a result also show evidence of an interaction for the audience to engage with, as a way of understanding halftone.

 For the social media, the Twitter page contained the halftone pattern in the cover image and profile as well as the details of the event in the right-hand corner. This would then allow the viewer to see the details of the event and a preview of the theme when first clicking on the page. The Instagram account displayed the photographs of the exhibition space as well as the halftone pattern, layered across several posts. The social media accounts would also include a daily count down using the halftone designs in the circular backgrounds.

 For the layout of the exhibition, several stickers would be used on the floor to create the way finding system and the prints would be arranged based on their shades. For example, the darker prints would be arranged next to each other, while the light prints would be at the opposite end of the exhibition room. These would then be paired with the projectors displaying the patterns on the walls and floors of the room.

Overall, the planning and production of the exhibition has been successful, and with the help from peer critique, our ideas were able to develop into conclusions of ways to communicate the printing events. By choosing halftone as our project theme, we were able to communicate a certain aesthetic throughout.

Design Practice - Studio Brief 3 - development

After recieving feedback on our first presentation critique, we were able to gather ideas of ways to develop certain ideas that had worked so far on the project. This also gave us the opportunity to decide which elements would need to be forgotten, and which could be done differently.

To start off the development stage, reassigning roles to each member was necessary to again gather ideas. This also gave each member the opportunity to explore the development of a certain element individually, while recieving feedback from the rest of the group on ways to improve the development. The group also decided that the imagery that was used in the poster, leaflets and catalogue would need to be relevant in accordance with the context of the project. For example, using halftone patterns throughout would reinforce the idea of the theme.

In terms of the typeface, it was clear that to improve it meant considering how the halftone pattern was included. For example, the ‘O’ had been changed to the shape of our logo to show the audience the type of style that the display would be. However, some suggested that this logo could first be simplified and then added to the title, making it easier for the audience to understand its intentions. Another suggestion was to try and create an interactive typeface using braille that can be understood by blind people. This was then created in several ways that would include the halftone pattern. However, it proved to have less importance with the rest of the exhibition and was later discarded. 

Next, we would need to reconsider the direction system and the rating system included in the display. To do this we would need to take the patterns away from the stickers because it was seen as overcomplicating the design. Another approach that could have been taken was to take inspiration from some pattern designs by Damien Hurst. This idea brought about the development of a mapping system for our project, as many of the designs by Damien Hurst looked similar to a map. The only concern during this stage was how to create the imagery without the overuse of colour, as the project was primarily focused on the use of black and white. Therefore, one way that the map could be approached, would be to analyse existing maps of leeds and pick out certain areas and constituencies that could be identified on our own map. This would then act as another interaction for the viewers, as they would be able to place their given sticker on an area of the map where their event originates from. By clearly marking iconic buildings in Leeds, there would be several recognisable locations for people to place their sticker near. The last idea for the map was to make it black and white with just the names of the iconic locations. As this was my role in the development stage of the project, it meant that I would need to consult the there members of the team on which aspects of the map should remain and what needed changing.

This was the map that would be used as a reference for our own design

After seeing this effect on google maps, this gave me the idea to create something similar. By outlining certain streets in the centre it would be possible to navigate around the areas of the map and make it more recognisable to the viewer.

Here is the first experiment with the map, which highlights the different constituencies within Leeds. However, we agreed that this wasn't suitable to our design as it wasn't limited enough in the colour scheme, making it inappropriate for the aesthetic.

The second idea involved the use of imagery for icon buildings in Leeds, including the town hall, Kirkstall Abbey and Kirkgate market. 

The map itself had also been simplified further in a way that would make it more appropriate to the theme of the project. However, the group still felt as though there needed to be limitations in the colours Therefore, the next idea would involve just black and white.

By marking the locations of the iconic areas in Leeds, it was possible to recognise the different areas more clearly. This would then be simplified even further to make the map completely black and white.

This was the final result of the map of Leeds, showing the central main roads, as well as the smaller central roads. The map also continued the use of labels as it was a clear way figure out on the map where the viewers can place their sticker.

At this stage the group needed to come up with ways to promote the exhibition. This included the use of social media, through Instagram and Twitter accounts that had been set up. By using social media accounts it would be possible to convey the ideas of the exhibition to the intended audience before the display is revealed. It would also include snippets of the exhibition as well as imagery that would show variations of the halftone pattern, applied to certain elements of our project.

Another idea that had been adapted during the development stage, was to add the variations of the old logo to beer mats. This way, we would be able to see whether any of the old designs could potentially be transfered to a different purpose. This idea could have also worked well in accordance with the social media link, as some designs make use of the halftone hashtag. This means people in public places, such as pubs, would be likely to further discover the exhibition by searching the hashtag online.

Design Practice - studio brief 3 - critique 1

After presenting our ideas to the class we received several suggestions on ways that the project could be improved. For the type used in our examples we chose Helvetica Bold as it was a neutral and contrasted the designs of the prints. However, some suggested that other fonts could have been experimented with and the creation of a ligature may also have worked well as a logotype. Our idea was to make sure the designs were not over complicated and stayed neutral throughout, therefore the pattern used over the logotype was then used for the basis of the rest of our project.

The imagery used in the project was also criticised, for our approach to half toning the logos. For example, once the logo was created in variations during the initial ideas stage, this logo was used in other areas. This included the stickers and the directional sign system that we were experimenting with. Some said that to improve on this idea we would need to consider how the patterns on the logo would work in accordance to the rating system that would be placed on the wall. For example, using the dotted patterns over the top of the circular stickers may overcomplicate the designs and furthermore look as though it is too much.

One suggestion to solve this issue would be to keep the idea simple and just use plain black stickers, providing each of the exhibition visitors with just one sticker to place somewhere on the wall, which creates a halftone pattern once everyones stickers are placed there.

Another suggestion was to look at and interpret ways that a Damien Hurst piece used the dotted pattern style to vary the use of colour in his work. As there was the issue of whether or not to use colour throughout our project, we still need to consider if black and white will be the basis of all designs or whether we will add more colour during the development

Design Practice - Studio Brief 3 - initial ideas 2

For the initial ideas stage of the collaborative branding project we began adding our designs together and choosing ones that would best suit the context and aesthetic of our theme. This includes the font that would be used throughout the project, the colour scheme we would use and the pattern approach. After each of us practiced different logos, ligatures and fonts we decided that Helvetica Bold was the best option to use as it was a broad, thick font that worked well in accordance with the circular designs. It also gave the project a more modern look, being a sans serif font this can contrast well with the half tone circles that were positioned behind the letters.

In terms of a colour scheme, we decided that the majority of the project would use black on white as the designs will have to contrast the designs that are exhibited in the Leeds Central Library.

Design Practice - studio brief 3 - initial ideas 1

As part of our collaborative practice brief, we decided as a group that assigning one another to certain roles will help to build up a body of research and design work for this project. To start off the project, as a group we brainstormed some ideas that could potentially be our core theme. This included, making a colourful patterned layout for the exhibition, creating a halftone theme which would show limited colour, or to create a project that uses the printing techniques throughout.

In the end, we decided that the halftone idea was the best to use as it had the most potential. Therefore, to start off the research we each looked at the roles that could be best suited to each person. We would collectively need to have logos, posters, stickers, research, photographs and a signage system that works within the exhibition space.

My role within this project would be to look at the designs that could be made into stickers as well as researching the use of halftone within the graphic design world. My starting point for this project was to use the existing designs made by another member of the group and vary them into different potential stickers.

The use of the stickers for this project would be either as decoration for the exhibition space or as an interaction for the audience to engage with. By providing stickers the audience can place them on a scale of 1-5, rating their experience at the exhibition and whether they enjoyed it or not. These could also be used as part of the provided leaflet advertising the event as a way to inform the audience of their purpose before they visit. By providing a scale of 1-5 the stickers will group together on the wall, creating a halftone pattern, and therefore reinforce the ideas of the exhibition space.

Design Practice - Studio brief 3 - research

To begin research for Studio Brief 3, we started by brainstorming different ideas that could be used as the theme of our exhibition. Some of the ideas that came about included making a colourful pattern themed exhibition, printing techniques or the use of halftone. The idea came about when we agreed that the project would use limitations for the colours and would use a certain pattern throughout. Therefore, through using the halftone pattern we could achieve both of these aims.

By dividing the group up into certain roles in the project it would be easier to start gathering initial ideas on ways to communicate using halftone. These roles included logo design, poster design, research, photographs and a signage system for the exhibition space. For the first part of the project, my role was to design the stickers for the rating system that would also be included. 

As part of the research into the project, we needed to look at the exhibition space we would be using. This way we could gather an understanding of the scale of the space, the objects allowed in the gallery, as well as the formality. By finding this out, we can begin to start our project based around these restrictions. The Leeds Central Library would be the venue in which the exhibition will be held. This building was designed by Leeds architect, George Corson who won a compition in which the winner would be able to create the plans for the building.

The building is divided into a ‘business side’ on the ground floor and a free public library on the first. The tiled floor has also been fully restored after a £1.5 million refurbishment, which was completed in June 2007. When this was completed, the gallery also opened up the Victorian tiled hall (used as a cafe and bookshop), which links the library and the gallery. Besides the history of the building, the most interesting aspect of the space was the mosaic stain glass windows and vibrant blue tiling.

The gallery provides access to: Assistive technology, community information, council papers and planning applications (online), drama collection, employment and training advice, events and activities for aduts and children, free internet access, intellectual property, learning sessions, Leeds Tapestry - 16 panels of extraordinary work of art about the history of the city, newspapers and journals, online resources, photocopiers, printing - black and white, colour, quiet study areas, readers’ group and writers’ group, request service and special collections.

design Practice - Studio Brief 2 - Rationale

In response to studio brief 2, a screen printed design was made in order to communicate the Campaign for Real Ale event, taking place in Leeds. As the event was celebrating beer and cider, it would be necessary to explore ways that existing organisations would promote their events to certain audiences. This way it would be possible to understand how to go about communicating ideas for an event, and the steps that are taken to create the print.

The idea behind the print in this case, was to show the audience the heritage of CAMRA and its founders Michael Hardman, Graham Lees, Jim Makin and Bill Mellor. It would also provide the audience with imagery for what they may need for the event itself. By combining these ideas into a screen print, on rough paper, it would be possible to show the audience the traditional methods and styles that are likely to have been used during the 1970s. 

Design Practice - Studio Brief 2 - Evaluation

After completing studio brief 2, it was possible to reflect on certain elements of the project that went well and areas that could have further been improved. This way, it would provide me with information on areas that are transferable and what needs to be considered when approaching a brief in the future. This project also provided the opportunities to explore different areas that I had not frequently used or process that I had not before tried, when producing an outcome.

During the research stage of this project, it was evident that finding information on the background of the event was necessary to the process of gathering initial ideas. Therefore, I think that by finding out about the original founders and how they set up the business, it was possible to link the final design to this context. However, this stage could have been improved by looking at other events that the organisation had already done, which may have provided further information on their communication approaches and the ways in which their audience responds to the design elements.

During the initial ideas and development stage of the project, it was clear that in order to decide on the final design idea for the A3 print, consulting peers in critiques was necessary to gain feedback on the most successful ideas. This also provided the opportunity to use photography, which is something that isn’t often used in my practice as a primary tool. I think that by listening to feeback from peers, it was possible to bring about new approaches to the brief and ways that the initial ideas could be further developed.

The final outcome of the project proved to be successful and recieved positive feedback from peers. By deciding to take a different approach during the final stages of the project it was possible to improve on the first use of screen printing, created during the development stage. This also allowed the print to become more suited to the context of the project theme, as it utilised the use of paper board in relation to beer mats. Another approach that could have been taken during the final stages, would be to create a multi media print, which used screen printing and monoprinting to complete the design. 

This project also gave me the opportunity to use a new way of communicating the design ideas to an audience. This was through the use of screen printing, which was also helpful in providing the design with further relation to the event. For example, as the event organisation has been running since 1971 it was appropriate that the design would be made using a technique that would likely have been used for advertising and promotion during that time period. 

Having completed the traditional technique print, it was possible to now consider ways in which the context of a project can be linked to the stock, colours and media that is appropriate to use. This means that future projects can be approached differently when it comes to ways that an idea should be communicated to a certain audience. Furthermore, I think that this project has provided the opportunity to expand my practice and respond to feedback given to me by peers.

Design Practice - Studio Brief 2 - Outcome

As a result of the development stage of studio brief 2, it was possible to devise a series of objects that would be used on the final print for the celebratory event. When it came to the printing of the design on A3, it was possible to see how well the design may look.

After receiving feedback from peers about the first screenprint experiment, it was clear that in order to make the print look more celebratory it would need to include text. This would give the audience an indication as to where the event will be. In order to do this, the design of the print was first redesigned in a way that would include the imagery of the experimental print as well as the title.

By redesigning the print it was possible to improve on the mistakes made during the experimental stage, during development. The design itself, would consist of two separate layers which would be printed on different material. The idea for the new print was to create the print into the shape of a beer glass, with the text situated at the top of the print and the imagery below it. This way it would be easier to separate the two into certain colours. The colours that would be used in the print were dark brown and golden or pale yellow. This would associate the colours of the print with the colours of real ale, furthermore making the print relevant to its context.

As the design would be related to the beer festival and real ale, it also seemed fitting that the print should be created on paper board. This way it would be possible to imitate beer mats, as the same material is used to make them. Another feature of the print was the curved edges, which also adds to the idea of the print looking similar to a beer mat. As a result of the printing, it was possible to improve the final outcome and furthermore demonstrate how the ideas of the celebratory festival can be communicated to the audience in an appropriate manner.

Things that could have been done to change the idea of the final outcome include trying out the use of a different colour scheme or different colour material. For example, an alternative way that the design could have been communicated could be through screen printing the imagery as it required more detail, while the text could have been monoprinted as it required less quality. This could have also saved time on ways to print the final outcome, and furthermore would have provided the opportunity to receive feedback on the experimentation stage.

Changing the colours to a darker shade may have also helped to improve the quality of the print as the background material made small areas unclear to the viewer. Had the print been changed, dark brown or maroon shades would have worked best for the improvement of the project.

Design Practice - Studio Brief 2 - Development

After receiving feedback on the initial idea stage, it was clear that the approach to the brief needed to be taken differently. Therefore, the best alternative approach was to use photography. One of the other ideas suggested during the critique was to make a beer festival survival guide. By incorporating elements of this idea in the development stage, it was possible to create a design that would show the audience what requirements they would need for the event.

Instead of making a survival guide, the idea was to photograph a series of items that would be considered necessary or essential to the event. As the event is to do with beer and it is during the spring time several items are added in relation to these factors. For example, cash for buying drinks at the event and casual spring wear that would be suitable for the venue.

By arranging the items into one photograph, it would be easier to show the audience the things they would need to have in preparation for the event. The items included are also likely to attract other audiences. For example, as the event itself is likely to be aimed at people aged 25 and up, adding certain items associated with younger audiences may draw more attention to the event.

By targeting an audience of 18 and above, it is likely that they may take an interest in the event and furthermore, the organisation that creates the event. In terms of the colour scheme for the print, there was a debate from peers on whether or not to use the original colours used in the initial ideas stage or to try using a different set all together. Therefore, by deciding to use the colours of the Irish flag it would be showing a link to the idea of the initial stage, but also the heritage of the event organisers, as CAMRA was first set up in Ireland.

 

  

To first do this, it meant trying to mix three colours together onto one screen. By applying the paint in this way, the idea would be to show the Irish flag blending into the image. However, after creating the first experimental screen print, the result showed that this technique was not as successful as anticipated. Therefore, to solve the problem a new approach would need to be taken in order to achieve the desired celebratory print. One way that this could be done would be by using different techniques, considering the colour scheme or redesigning certain elements.