Genevieve's Graphic Design

Information

Max Meidinger

David Carson

Wim Crouwell

Martin Majoor

What changes, if any, has this film made in how you think about print and graphic design?

Where does Helvetica originate from? What country? 

What does the name Helvetica mean in English?

What year was Helvetica created, who created it?

What is the design style that Helvetica brought to popularity worldwide?

Name 3 qualities of Helvetica. 

List the names of 3 different design styles or design movements that are discussed in the film. 

Which screen fonts did Matthew Carter design?

What is the cloned version of Helvetica called? 

Is David Carson a trained designer? How does it affect his approach?

What magazine did David Carson Design? 

Name 5 brands that use Helvetica. 

About the Concept:

LOGO DESIGN NOTES

• What is a brand?
• "perceived" emotional corporate image as a whole: reputation claimed and perceived
• What is branding?
• public image
• the audience completes the brand through an emotional reaction with it
• designer creates framework for a brand, colors, fonts, artwork, style...
• Apple is an IT company with a humanist image
• What is identity?
• visual aspects of a brand
• close attention is payed to executing a consistent experience for a viewer
• What is identity design?
• corporate identity is represented by strict uses of colors, fonts, graphic elements
• identity can include the logo (and variations), business cards, ads, packaging
• What is a logo?
• a logo is for identification
• a logo is the simplest way a company or organization can represent itself, through the use of a mark or icon
• a logo is one part of a brand
• LOGOS
• Use line quality and graphic style in a logo design
• vector art because it's flexible
• scaled up infinitely with lowering quality!
• clear and simple designs work best
• avoid thin lines
• focus on strong figure-ground composition
• use fill only
• Pencil to vector
• many drafts
• many review sessions and meetings to find a design that works
• color, line shape, and typography
• Think about intended audience
• bold, simple, cute, technical, sedate, sleek?
• cartoony, fun, cool?
• 3D and high tech?
• Create smooth lines with pen tool
• Color matters!!!
• Logo: Is it...
• describable
• effective use of color
• memorable
• scalable
• appropriate for the brand
• Styles:
• mixed typefaces
• incorporate a graphic
• typeface plus shapes/symbols
• type centered
• graphic focused

Typography Notes

COLOR THEORY

• LIGHT GENERATED PRIMARY COLORS: computer uses red, green, and blue to create all colors
• pure white has all three colors set to 255 (the max) and black has all three colors set to 0
• ROYGBIV-- the visible color spectrum
• red, orange, yellow, green, blue, indigo, violet
• PIGMENT PRIMARY COLORS: red, yellow, blue
• additive color gives white light
• secondary colors come from mixing the primary colors
• tertiary colors come from the secondary colors

• color wheel shows cool (blue/green) and warm (red/yellow) colors
• Color Mixing: some colors will not appear in print
• printer generally uses CMYK (cyan, magenta, yellow, black)
• Color Modes:
• Monochrome (tints of single hue ex: white and blue)
• Grey Scale (black and white only)
• Web Safe RGB (hexadecimal compatible)
• Color Modification
• Tints: add white to a pure hue
• Shades: add black to a pure hue
• Tones: add grey to a pure hue
• Color Harmony
• complimentary: opposite of one another on the color wheel
• split complimentary: Y shape on color wheel
• analogous: neighbors on the color wheel (next to each other; duo/tri chromatic)
• triad (draw a triangle on wheel)
• quadrilateral (draw square)
• Color palettes: can invoke a mood, location, emotion
• Saturated (bright) and desaturated (dull) colors
• Color Intensity
• perception of color changes based on its surrounding color
• make sure your work has contrast! 
• Color Intensity Illusion
• Color Associations: types of color associations are universal to all people
• some associations are generated from cultural and psychological sources and may not be universally recognizable 
• Color Matters!!! It catches the customers eye and conveys a certain sense or lifestyle
• it increases brand recognition
• color can affect appetite
• pink drains energy and is tranquilizing (used in holding cells, opposing team locker rooms)

• Space: negative or positive space; foreground, mid, or background
• Line: continuous movement of a point along a surface
• Balance: symmetrical or asymmetrical, location of objects and textures used
• Color: Primary Colors or Complimentary Colors; evoke emotion
• Shape: organic or geometric; give objects a definition
• Texture: perceived surface quality
• Value: light vs dark-- shading; gives depth perception