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Brandon Hodge Designs

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Not So Brief Analysis…

Analysis Of My Brief

As of today (23/11/16) I have been assigned a new project at college, consisting of my Unit 38 – Mixed Media Image Making and Unit 45 – Graphic Image Making. The assignment title is “Listening for Colours: Designing a rare 12″ Vinyl Audio Book Cover”. What I’m required to do is produce a 12 x 12 inch front and back along with a 24 x 12 inch inside cover, with both parts reflecting the same ideas. As a lot of people know physical formats are no longer in demand very much, everyone’s going to digital formats and audio formats, such as an audio book. So I’ve been asked to produce an album cover with a particular style for a Random House Listening Library Label that will feature a classic. The label wants me to create a contemporary piece of graphic image making for a literacy classic.
The literacy Classics i have to choose from are:

  • George Orwell – Nineteen Eighty-Four (1949)
  • William Holding – Lord of The Flies (1932)
  • Harper lee – To Kill a Mocking Bird (1960)
  • J.D.Salinger – The Catcher in The Rye (1951)
  • Joseph Heller – Catch 22 (1961)
  • Jack Kerouac – On the Road (1957)

What I’ve chosen
The book I have chosen to do is George Orwell – Nineteen Eighty-Four, after reading about the book, creative ideas sprung into my head, filling me with great thoughts and makes me feel that I’m going to enjoy this project.

Assessment Criteria
In stage 1, to achieve P1 within Unit 45, I need to show the use of partial graphic image making. For P4 I partially need to present my own design outcomes against a given theme or assignment brief. To get a M1 i need to describe the use of graphic image making and use it for development of other ideas of graphic image making to a given theme or assignment. For M3 i need to coherently present final outcomes against a given theme or assignment brief.
In stage 2, to get P1 for Unit 45, i need to be able to identify the use of graphic image making. For M1 I need to describe the use of graphic image making and use it to show development of ideas for graphic image making to a given assignment brief. For D1 i need to apply investigations to development and presentations of work, evaluating techniques and processes to produce innovative graphic image outcomes. To get P1 in Unit 38 i need to use experimental and non-traditional graphic media techniques and processes. For M1 i need to explore coherently, experimental and non-traditional graphic media. to get D1 i need to explore independently, diverse experimental and non-traditional graphic media.
In Stage 3, to get P2 in Unit 45, i need to develop ideas for graphic image making that relates to a given theme or assignment brief. To get P3 i need to use media safely to produce graphic image outcomes. To achieve M2, i need to demonstrate a considered approach to using graphic image making media in order to produce effective outcomes. For D1, i need to apply investigations to development and presentation of work, evaluating techniques and processes to produce innovative graphic images outcomes. To get Unit 38 – P1, i need to use experimental and non-traditional graphic media techniques and processes. For P2 i need to use mixed media in producing graphic image outcomes. For P3 i have to select reproduction techniques towards graphic image outcomes. For unit 38 – M1, i have to explore coherently, experimental and non-traditional graphic media. For M2 i have to design an effective graphic media product which uses experimental and non-traditional graphic media practices. For M3 i have to explain, with reference to well-chosen examples, reproduction techniques used towards graphic image outcomes. for Unit 38 – D1 i have to explore independently, diverse experimental and non-traditional graphic media. For D2 i have to design an innovative graphic media product independently, which uses experimental and non-traditional graphic media practices. For D3 i need to evaluate, with references to detailed examples, reproduction techniques used towards graphic image outcomes.
For the final stage, number 4, for Unit 45 – P4 i have to present my own design outcomes against a given assignment brief. For M3 i have to coherently present final outcome against a given assignment brief. Also for Unit 38 – D3 i’ll have to evaluate, with reference to detailed examples, reproduction techniques used towards graphic image outcomes.

 

 

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Final Idea and evaluation.

So, this is my final outcome, where this idea started from was after the nuclear IPA I designed, I saw that that idea was a failing disaster so I chose to go back to square one and change the approach I had. So what I did was find an old drink I personally enjoy drinking, which ended up being Timmermans Kriek which is a cherry beer. Their existing design was out of fashion, dull and plain old boring, which in some respect i can understand due to how old the brand is, but today’s market it needs to fit in, stay with the competition, which means creating it to be abstract. I feel like I have successfully done this, make a slick, neat and professional design. The process I did for this was to find a picture of a cherry tree, with all the different shades of pink leaves with other trees around which made the greens and browns appear within the gaps. Then I used Adobe Illustrator to image trace the design to give it the painted effect, so you couldn’t massively tell it was a photo. I then took a chunk of the leaves and clipping masked them behind the triangular pattern that I had created before so the chunks of the the tree became the triangular pattern. From then I added the pale green background to help it contrast but still fit in with the design. After that I added the text, I kept the font simple and just put everything I needed onto it. I enjoyed this project the most out of any that I had previously done, due to the fact I got to choose what I did, and there were zero restrictions because of it, I wasn’t limited to a brief that I didn’t want to do. I felt like this project was successful and I aced it, if I was to do this again, I personally would say that I need to improve my time planning skills, this project could of being done a lot smoother than it did, but I still feel like it was successful.

 

Initial Idea

V4.jpg

So For my final major project I decided to choose to design an Craft Ale label, so since I’d been playing a lot of Fallout 4 in my spare time, I had the fallout theme in my mind. With this theme in my mind, I used the brand Doomsday brewing due to them having a similar idea with one of their IPA’s. I kept it fairly simple and used the radiation symbol on a nuclear affected sign and added the type on top, with the type I decided to put it into Photoshop and use overlays and add the green glow around the type, to make it seem like uranium and how that has a bright glow to it.

After some thorough thinking, I decided to move away from this idea because it wasn’t working and I didn’t like it. This was just an initial idea without much thinking. So after designing this, I chose to not continue with it and instead of creating my own ale, i thought to re-brand an existing one, bring something that looks old and boring, and give it new life.

Nineteen Eightyfour final piece + evaluation

The processes I used during this project was all digital media, I personally think they did work well, the ability to used digital media to add effects to show how being restricted from your own free will can make everything seem cloudy and the darkness empowers over all your emotions. So I stuck with using digital media to create my final outcome creating the atmosphere of the book within the audio book cover. I feel as if I managed to do what the brief asked me to create, due to reflecting the concept/theme of the book throughout the cover. My strengths during this project were the ability to be able to reflect the theme into my work but to also be able to have the ideas to take an old piece of work I previously made, to then give it a new life into a new project after editing so it fits into it. On the other hand my weaknesses were the ability to use the program I used for the digital media, I wasn’t overly confident in using the software but during this project I have raised my confidence in using Photoshop. If I got asked to do the project again, I would probably change the choice of book, Nineteen Eightyfour was a fairly difficult book for me to choose, due to the fact of not really enjoying the book, so to be able to design something I wasn’t massively excited about made it more difficult. I unfortunately didn’t meet the deadline during this project because of me struggling to keep focused on the work, the reason I couldn’t keep focused was all down to the fact I didn’t enjoy this project, it wasn’t something I found interesting to do. The new skills I learnt during this project was the ability to use Photoshop a lot more than I did previously. The project would of being a success if i managed to keep on track of time and actually reach the deadline. This wasn’t an area of Graphic Design that i enjoyed, there was just not enough excitement within it for me to be interested in. I think it was more down to the fact i had to read the book to discover the themes and I found the themes a lot more restrictive that I like. If I studied a different book maybe I would of enjoyed it more than I did, but for the book I chose, i did not enjoy this project.

An old beer for a new market?

So after trying to create my own idea for a craft ale bottle label, I decided to go back in steps and instead of creating a flavour for an existing brand, I’ve chosen to rebrand a current flavour. I’m going to take an outdated flavour for a current brewery and bring the flavour back to life for a spring/summer launch. I’m going to aim for a festival crowd, such as people at Glastonbury or Sziget. This means that I’ll need to make the design contempory and eye catching.

I’m going to be aiming towards a berry pale ale, also known as a fruit beer. There are a few breweries I could use for this, for example; Timmermans, Fruli, Kasteel, Lindermans, Floris, Banana Bread, Bacchus and Samuel Smiths.

The brand I’m going to be choosing is Timmermans, and for the flavour I’m going to choose Kriek which is their cherry beer. The reason I’ve chosen this is because of personal enjoyment, I’ve recently had this specific beer and thoroughly enjoyed it so I will be doing that.

After thinking about this choice, the few things I’m going to do to work towards this idea is Pattern design, Abstract shapes and pattern to do with cherries and circles. but I’m also going to experiment for example I’m going to buy some cherries and place them on some paper and smash/squish/smear them onto the page, the photograph and scrape the excess and scan it onto the computer. I’m also going to look into cherry trees but also when I think of cherries I think of slot machines and haribo so I’ll also be looking into them.

Brewdog

 

Brewdog have their own in-house design team, so they have employees to do their labels/can designs and advertising themselves rather than reaching out to and external designer to do it for them. Brewdog was born in 2007 and through-out the years their packaging stayed pretty much the exact same so they decided to have a rebrand. To ensure the look and feel outside their bottles matches the craft and passion inside them, they chose to use real wood-cut and metal letters at one of the UK’s few remaining letterpress studios. They claimed “It’s time for our packaging to become as hand-crafted as our beer.” They set out to change their packaging with one aim in mind, which was to create packaging that better reflected the beer they make. That meant focusing ruthlessly on two things: quality and craft. They did this by using a 100 year-old metal and wood letter block press, by moving to a thick, uncoated paper and by applying layers of ink with as much personality and character as the beer inside the bottle.

Richard Norgate

Richard Norgate is a graphic designer from Huddersfield, West Yorkshire. He’s being a designer for 8 years and his work has featured on global advertising campaigns to album covers. Richard has done work for Bradley Wiggins, David Millar, The Now Show, Commetric, even The Arctic Monkeys and Magic Rock Brewing.

His work for Magic Rock brewery can be found above,  he’s created the logo for them but also does the labels for the bottles. His work is extremely cartoon like, animated.  His labels for the bottles for the craft ale are of a circus act but using little monsters as the performers and naming the beers after different circus acts such as the “High Wire” and “Cannonball.”

 

Paula Scher

 

The American graphic designer started her career working with not one, but two of the world’s biggest record labels and at her peak produced some 150 album covers a year – including classics such as Boston’s eponymous 1976 debut album. Scher went on to be the first female principal at illustrious design agency Pentagram and almost single-handedly define the look of New York’s cultural scene in the 1990s and beyond. She has the rock star chutzpah too. When asked to consider a new design for Windows, arguably the world’s biggest brand, she immediately turned round to the client and said: “Your name is Windows. Why are you a flag?”

Scher’s style evokes bold imagery and uses typography in an almost illustrative rather than print style and she continues to this day to push design boundaries and testing her own skills and abilities. Still working at Pentagram, where her work continues to delight and surprise, she also works as a teacher, writer and fine artist and has received many of the highest awards in the creative world such as the American institute of Graphic Arts Medal.

Paul Rand

 

Paul Rand was a American graphic designer, well known for his logo design and also for being one of the first designers to introduce Swiss style poster design. He designed many posters and corporate identities, including the logos for IBM, UPS and ABC.

Rand used mainly collage and paper cut design for his posters. His style is very minimalistic and most of his work shows no real detail to it but is definitley powerful in getting his message across in the way he wants.

Saul Bass Research

 

Saul Bass was an american graphic designer, he was best known for his design of motion picture title sequences and his film posters.

During his 40 year career Bass worked for some of Hollywood’s most prominent filmmakers , including Alfred Hitchcock, Otto Preminger ,Billy Wilder, Stanley Kubric and Martin Scorsese. He became well-known in the film industry after creating the title sequence for Otto Preminger’s The Man with the Golden Arm in 1955. For Alfred Hitchcock, Bass designed effective and memorable title sequences, inventing a new type of kinetic typography, for North by Northwest, Vertigo (working with John Whitney), and Psycho.

Bass also designed some of the most iconic corporate logos in North America, including the original AT&T “bell” logo in 1969, as well as their later “globe” logo in 1983. He also designed Continental Airlines’ 1968 “jetstream” logo and United Airlines’ 1974 “tulip” logo which have become some of the most recognized logos of the era.

Bass uses minimalist design in most of his film poster designs and almost always uses a warm colour (red, orange, yellow..). I believe he uses these warm colours as most of his design work is in black and the warm colour really contrasts beautifully with each other and possibly work towards of representing the film he is advertising for.

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