Project Name: Image Marks and Expansion
The Ask/The Challenge/Project Statement
The goal was to be able to create image mark designs of hand tools in differing styles and to make them communicate effectively. We were able to do so by researching different styles utilized in graphic design and break them down into their essentials in order to imitate them. In the future these kinds of skills could be utilized to create sets of icons.
Target/Intended Audience
The end user of a project like this would be someone using something like a pamphlet or a slideshow to understand information. Icons and image marks like the ones we created are often used to communicate information that can be difficult to understand in text. Marks like these are often used to push an idea or a point, like how many of us have used icons and designs like these on our presentations in meetings and in classes. They can also be effective in communicating information across language barriers. Images are a universal language that need no translation as long as they are clear and easy to understand. They could be used in this way, changing our possible audience to people around the world trying to understand information. Based on the design style we chose, we also cater to different audiences, like children, corporate businesses, fans of certain styles of music, and so on, each changing based on the design style.
Research
Our pre-work research was centered around different styles of graphic design. As a class we looked into different styles of design utilized in media, and broke down these designs to their basic elements in order to figure out how to imitate them. We then shared our findings on a group document and picked six styles to imitate from there.
Design Process
We first began with visual research into the different styles of graphic design, sharing our findings and advice with the class. We then picked four styles to imitate and created six sketches based off of them. We shared these with the class for critique and got feedback on them in small groups. We then created twelve sketches, exploring different styles to become more familiar with them and try to communicate information in different ways. We then met again for critique and shared our designs, giving and getting feedback. We also decided from this a final angle and object to work with which helped us to to narrow down our design choices. We took what we learned from that and developed six sketches next. These we shared and got more feedback on, then we took them into Adobe Illustrator and vectorized them. We shared these designs one last time with the class and got feedback before finalizing our designs and turning them in as our final deliverables. Following this, we expanded this project by adding text to our icons. We had to create one design that was more horizontal and one that was either more square or vertical. I chose my strongest image mark, my first psychedelic flashlight and chose to create a design for a lighting company. Based on the sun imagery, I named my company Solis Electric at first, because Solis means sun in Greek. I chose a variety of fonts and colors to see how things worked with my imagery. I then brought this to critique and found that most people liked my font choices, but I struggled with some of their designs and the word electric. The E on my first chosen font overlapped other letters and didn’t fit well, so I adjusted it to a font that had a similar vibe and fit together nicely, and chose to change to the name Solis Lighting. I then used this font in combination with my image mark to create a series of possible designs and put them up for critique to see which layouts and colors people thought were most effective. Using this feedback, I then tweaked my two best designs and submitted them as my final expansion.
Design Solution
My design solution was effective in that I was able to work with several different styles of graphic design to represent a hand tool in effective ways. I was able to communicate with my hand tool, a flashlight, through five different styles: psychedelic, flat graphic, line, kawaii, and realism. My designs are representational of a flashlight while exploring different colors and styles. I was able to create six very different designs while still keeping the same object, and I was able to cater to different audiences and situations through the use of different styles. The bright and friendly nature of the colors and design of my kawaii flashlight would interest and communicate to children well. My psychedelic designs communicate to those interested in that concept by keeping visual intrigue and with surrealist elements while still reading as a flashlight. My flat graphic, line, and realistic flashlight designs read clearly as what they are with no added elements, but they each give off a different vibe and are better suited to different audiences. My flat graphic reads best as fun and childish while still being clear of its use. My line design reads well as it is while exploring white space with a more broken up design utilizing line. My realistic flashlight reads clear with its use and what it is, while being more serious and straightforward compared to my other designs. My diversity in styles and audiences communicated to make my designs effective and show an exploration of different graphic styles. My expansion is effective in utilizing font colors and choices that carry through the theme of my design cohesively. My text works well with my mark by flowing with it well and being clear in what my company is and how it relates to my imagery.
