On display – project development

My idea development 

I started my project by researching into the history of brutalist Architecture and how it was seen by the public. It’s safe to say that there is a lot of controversy around the building’s appearance, some people are completely against the buildings and reckon that they should never have been built. However on the other hand some people are happy with the architecture, possibly those who are more interested in modern style buildings that are cost efficient or possibly who are interested in sculpture and see the buildings as ‘naive art’.

Personally I never had an opinion on brutalist buildings before this project, they definitely never stood out to me. After watching videos and looking at various pictures of the buildings I can understand why people don’t see them appealing, however I do agree that there is an element of sculpture art within the design of some of the buildings, for example the Hemeroscopium House in Madrid, Spain that was built-in 2008. The building gives the illusion that the concrete is held by nothing but glass walls.

At the beginning of this project I had various ideas of what I wanted to portray in this project. My first idea was to base my designs on what types of art were formed after brutalist architecture was introduced. I was inspired to  do this idea after looking on the Tate’s website, where they listed a handful of artist who used brutalist architecture as inspiration for their work. Following the idea of ‘raw concrete’ the artists created a new form of style called ‘naive art’. Personally I didn’t feel as if I had enough information to construct a brand identity, so I continued to develop on the idea. I was determined to keep with the same style of idea, where something or someone uses brutalist architecture as inspiration for their work. I found that browsing different creative websites helped me collect inspiration for this project.

Following the same style of idea, I wanted to create a new ‘Art Movement’ based on what happens when you introduce brutalist architecture to the creative / fashion industry. In my exhibition I want to inspire the public to look at the buildings in a way they haven’t before, and I want to show them that they are much more than blocks of ‘raw concrete’. My idea is to create a small exhibition showing videos, photography and pieces of fashion all created by designers who have been inspired by brutalist architecture. I also want to promote the ‘art movement’ by creating a page where people can go to give their options on their favourite brutalist fashion pieces or artwork on the exhibitions website. The website will also include a hashtag that people can use to refer to the exhibition and make the movement even more popular on social media, for example ‘#BRUTisback’ or ‘#brutalistfashion’.

Fashion Brand Research

I decided to look into some unique brand identity’s based on fashion, discover what they  have in common and if I could take inspiration from them for my work. The above have created their own unique brands that represent the personality of  what they’re trying to communicate to the public. Both brands have their own logo which represents their image and have kept their them fairly simple, using the brands name or initials. I have learnt that using a simple logo helps the public to remember it, the bold type or shapes stand out and catch our eye. However sometimes I personally feel like having a slightly more detailed logo also catches your eye and makes you want to see more. Looking at these logos has inspired my to think about how I want to create my logo, I will definitely experiment with a  simple logo but also include an element of creativity so that it suits my brand identity.

Both of the brands have shown what their logo would look like on various platforms, similar to what I will be doing in this project. I really like the idea of experimenting with how my logo would look like on a canvas bag, I think that this would be a good way of advertising the exhibition and as well as appealing to the target audience.

The two brands have a clear and sophisticated colour scheme to their visuals, which gives a clear idea of what their brands identity is all about. Both brands are clearly aimed at a more high-end market because their logos and colours are very simple and delicate. Both of them have used very luxurious colours, which is something I would like experiment with in my designs. Using these tones I would be able to show people how the buildings aren’t always cold and harsh, once they are put into fashion they can be quite beautiful. On the other hand I would also like to experiment with louder colours and the possibilities of making a bold statement, so that it catches the public’s eye and shows them that the exhibition is trying to make a powerful statement.

V&A Museum visual Language

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As well as looking at examples of independent brands, I decided to do some brief research on the V&A museum, London, following yesterday’s session on visual language. When you first go onto the museums website you notice their large, logo placed in the middle-right of the screen. They have used different variations of colour for each logo, depending on what page of the site you’re looking at, for example for the fashion section they have used a bright red/pink colour. As well as the logo, the images used in the backgrounds of each page also stand out and are relevant to each page. This definitely encourages you to look further into what the exhibitions have to offer, therefore invites more people to visit the museum.  This is something I want o include within my project, I would like to create a web page showing images of what will be in the exhibition and give a sense of the personality I’m trying to achieve.

Another thing you notice about the website is repetition, all of the symbols or instructions are created using circles with matching colours to the logo on that page. The same repetition is seen through their wayfinding as they use the same circular symbols for directions and facilities. The museum definitely keeps its visual language very simple and modern, so that its easy to read and feels sophisticated.

The museum has posters about recent exhibitions scattered all around the city, usually in places that are most busy, for example the underground stations. They have sets of posters that show their logo, again using the colours to categorise each exhibition. Within my project I am asked to create a piece of printed ephemera, and I think that large posters would work well to advertise the brand, and so that I can include my logo and strong visuals of what will be held within the exhibition.

The exhibition

To create an effective brand identity I wanted to do some research into various fashion designers, this then gives me a better idea about the personality of my brand and what style I should be using for my logo or if I want to use image on my website/ posters. All of the work below have used brutalist architecture as their inspiration and it’s interesting to see how they all interpret the buildings.

The first collection by Patrick Ervell  has created a fashion line that’s very brutalist, and has used minimal and unusual patterns and materials. Ervell wanted to create a line with a “retro- future vibe” where as Omar Asim wanted to keep it more simple and elegant. Personally I prefer Asim’s work because he has created a line that beautiful and unexpected when using brutality as inspiration.

Pierre Cardin, who is famous for his unique frames, created a pair of glasses based on brutalist architecture. He created the glasses as well as clothing in 1980 after brutalist buildings started to become popular. He wanted to create a fashion that would suit the industry and break convention.

Patrick Ervell – Menswear Collection for VOUGE

“Unappealing, but designed for a purpose”

Omer Asim– London Fashion Week SS16

Pierre Cardin’s- New Designer Collection

Chris Francis – Shoe designer, “hard, rigid” shoes inspired by the aesthetic and philosophy of Brutalist architecture.










Developing a visual language

This morning we were given a brief talk on how to develop a visual language. We started by discussing the meaning of visual language, which is to persuade, describe, instruct and entertain the audience. Visual language can be shown through various media, such as posters, photography, wayfinding, signage, typography and animations. As an example  we looked at work by Callum Richards for the International Society of Typographic Designers Award 2017, where we were able to see his visual langauge develop through out his work. It was interesting to see the development of his work, starting by researching the idea and creating a narrative for the ideas. He then went on to research contemporary design and political design as inspiration for the visuals. Once he has an idea he then started to develop the visuals, it was interesting to see how his ideas changed when doing further research.

Another research example was the New Blood entry, ‘Grandstories’, the idea is to celebrate the relationship between grandchildren and their grandparents so that they’re reminded to keep in touch! For the visual language they have used bright colours and s strong typographic style. They created a typeface with two complimentary character sets that come together to represent a ‘hug’ between the two generations. My favourite thing about the work is how they have used elements that remind you of your grandparents, for example the lace table cloths or coasters. The work is placed all around the city as a constant reminder to the people passing to contact their grandparents.


Research task

After the discussion we were given the task of developing a research presentation on a provided exhibition space. My group had the task of researching ‘The Science Museum’, researching the exhibitions logo,  typographic system, colour scheme, way finding and signage system. We started by researching the logo, which has had a re-brand in the past couple of weeks. The logo is very simple and modern, which works well with the museum. The type on the logo starts with bold letters and gradually becomes thinner, this may give the illusion that the logos travelling suggesting that it’s  futuristic.

We discussed the colours that were used on the website and within the exhibitions. On the website they use simple shades, blue, white and black. I believe that they use these colours so that they don’t take too much attention away from what’s important, which are the exhibitions themselves. The exhibitions being held in the museum are usually shown through colourful images and patterns so that they catch the viewer’s eye. We learnt that the museum also uses colour within their exhibitions. To categorise the content they have used different coloured stands to help the people understand what they’re reading or interacting with.

The discovered through our research that the logo shown on the signage for the museum was very different to the one on their website. The logo used outside the building is a modern and futuristic type, possibly constructed to look as if it was taken from a computer game. Different to the websites logo, the blue background definitely stands out which makes it easy to find and recognise.



On display; Brief Theme research and ideas

Over the next five weeks we have been given a project based on branding that explores a strong conceptual understanding of a significant subject matter. Our task is to develop an appropriate graphic language and a cohesive exhibition experience that works well with our chosen theme. We will also have to create a brand identity for the theme that must work visually across a number of printed, digital and spacial contexts. The main challenge behind this project is to push myself to my creative limits so that my exhibition should inspire and engage to the public/ chosen target audience.

1. Beyond Borders – Geographic boundaries of political entries.

  • How borders aren’t always something to fear – when considering a better life.
  • Discussing the lives of those who have made it to  better life, encouraging countries to open their borders to those who are desperate.
  • how photography works to show sympathy.
  • no choice, survival, new sense of community, distractions, loneliness.

2. Brutalist Architecture

Brutalist Architecture first started as a movement of the early 20th century and began to flourish in the 1950’s to the mid 70’s. The term “brutalist” was given to the buildings to represent the rawness of their appearance, clean cut lines, and walls of thick concrete.

  • They’re not always liked, they can be seen as ugly or old-fashioned.
  • They are a reminder of the underclasses.
  • Some see them as sculptures.
  • Inspirations for fashion, performance & art.
  • Fashion & Brutalist Architecture 
  • Performance & Brutalist architecture 
  • Art Brut – ‘raw art’, ‘brutal art’ – outside the academic of fine art. Also known as art of the mentally ill.

3. Defuturing 

  • collection of words of how others see the future
  • looking at how films predicted the future, for example the film “back to the future”.

a defining quality of our species. However, with the numbers that we now are, with powers we have amassed and mobilised for ourselves by design, technological extension and fabrication (which has underpinned our rise to domination), our self-interest has started to turn back upon itself. Fundamentally, we act to defuture because we do not understand how the values, knowledges, worlds and things we create go on designing after we have designed and made them.” (A new Design philosophy: An introduction to defuturing, Tony Fry 12).

4. Etymology – study of the origin of words or how things got their names.

5. Psychogeography – the art of wondering / getting lost

  • why are some places more creative than others?
  • Affordability
  • things that inspire creativity
  • each city has a message – those who go with it are courage the others aren’t
  • culture
  • moving to london ” cliche message to others – promotional success.
  • origin of cultures or example punk culture.


100 Ideas

Following our introduction to branding on Tuesday we were then given a week-long project set by Theo Humphries. The aim of the project was to focus on the ideation as a core skill of the graphic practitioner, for example how design skills can be developed through a repeated experience.

The scenario,

“Congratulations, you have just graduated! However your portfolio is looking a bit scrappy – more like a random collection of stuff than a keenly curated graduate folio. You need to sort this out – quick!”

The brief for this task was to create 100 different logos that represent our practice and ethos. The logos must also communicate to our prospective clients. We should fill A4 paper with as many design proposals as possible.

My logos

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Before creating my logos I wanted to make sure that I was experimental as possible so that I would be inspired to create different textures and prints. However once I had started I felt slightly restricted and felt the need to use my initials often. I started creating stiff logos with different variations of my name in black pen and a dash of colour. It then came to me that there wasn’t enough personality in the designs I had created so I decided to use paint to see what textures I could create and I started to really like what I was creating. I felt slightly more free using the paint and it didn’t really matter if it looked tidy or not. My designs then developed even more when I decided to stop using my initials and come up with some quirky images or sketches that matched my personality. I believe I have a bold and fun personality which made creating logos with colourful paint and free – hand sketching more appropriate.

After my tutorial with David I found that people were drawn to the more colourful logos and the logos that I didn’t think that were visually strong. The tutorial definitely gave me a lot to think about whilst designing my logos and it motivated me to be even more experimental.

With one page I decided to take the meaning of my name “purple foxglove” and see how I could create something from that. I started by quickly sketching the flower from different angles to see what shapes and textures I could use to create a unique logo. Using tissue paper and cotton pads I created many different textures that worked really well to represent the shape of the flower and show my unique personality. Instead of just leaving the logos as they were I decided to take them even further and see how I could make them even simpler.

With some other logos I decided to experiment with different textures all together and use ripped pieces of newspaper to see how they could give me something completely different. However I don’t believe this technique showed enough of my personality. I then decided to experiment with something other than paper, and created my initials using a paper clip, even though the idea was different it didn’t look very effective.

I found the process overall very challenging, it definitely made me push my creativity and changed the way I think when it comes to designing. I learnt that the more I experiment with different textures and ideas it helps me think of other possible ideas that might work better than the ones I thought worked really well.

Once I finished my logos we then had to present them, by laying our pages on the floor for everyone to see. To assess the logos we were given 3 blue stickers and 3 red stickers to use as a dot assessment. The blue stickers represented the logos that we thought looked sophisticated and professional and the red represented the more experimental logos. Our task was to walk around the room placing the stickers on the logos that we thought fit that criteria.

I learnt a lot from this task as it helped me see how important experimenting with different textures can be when it comes to creating a logo. Colour is also a very important feature to include as it catches your eye and gives you a sense of what that brand identity is all about, for example if the logo had bright colours on it could mean that its friendly and fun and if they use slightly cooler tones, of blue, white or gold it suggests that they are possibly more of a luxurious brand.

Research – Sagmeister & Walsh

Casa Ds Musica

Casa Da Musica  was created for the the Rem Kohlhaas designed music center in the harbor town of Porto, in Portugal. The idea was for it to become a comprehensive identity highlighting the music thats played within the building. They wanted to create a visual identity without featuring the building, however they discovered that the building itself was a logo. Once they came up with the logo their goal was to then show the variety of music being played in the house by design the logo so that I changes from media to media. The logo should work like a dice, displaying different views and faces of music.

As well as creating a logo they have also created a moving animation that gives information about the building and variety of ephemera suggesting how the logo would work on various platforms.

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Last week we were invited to attend the CSAD degree show for Graphic Communication and any other subject in the university. In the exhibition we had the chance to talk to the third years’ about their work and the process they went through creating their pieces. I really enjoyed being able to see the third years’ work to get a better idea of what I’ll be creating in two years time. I was really impressed by how professional the work looked and it made me really excited for my future within design.

The three pieces of work that really impressed me were the work by Zuzanna El Tanbouli: Silky Way, Exposing Deviance by Jessica Zschorn and Printed Words by Callum Richards.

Zuzanna’s work impressed me because you can tell she had a clear idea of what she wanted to create so therefore all of her pieces compliment each other really successfully. I thought her imagery was really strong and gave a sense of culture and location, an interesting take on a unique tour guide. I really liked how she used Japanese symbols within her work because it made it seem quite personal and unique.

The second piece of work that caught my attention was Exposing Deviance by Jessica Zschorn. I thought the piece was very unique and the bold colours and quirky imagery  definitely caught my attention. I think that the layout works really well with the chosen subject and it creates a balance between all of the vibrant colours. Her imagery works really well to draw you in to the piece and this definitely made me consider how important it is to create a piece that’s unique and that stands out.

In contrast to the projects above, Callum Richards took a different approach to his Printed Words piece. Using a smaller colour palate he has created a very clear and sophisticated  looking piece of work. The quality of the images really stood out to me as they work well with the nature of the subject.

Callum Richards: Printed Words

Changing Faces


After our group tutorial on Tuesday, I left with an open mind and some new angles I could take in my project. We started by discussing the content of the article and how we could create images using the provided information. However I decided that I wanted to take a different approach and create some abstract and unusual images, to draw the reader’s attention and make them  want to read the article to understand my images.

My first idea was to have black and white images of a person holding different objects covering her face. After some consideration I decided that this wasn’t experimental enough for what I wanted to create, because the images were plain and not very exciting!

In the discussion we talked about our opinions on the article and if we thought that the protagonist was telling the truth or not. This wasn’t something that had crossed my mind whilst reading the article, but after discussing how professionals were confused about the condition I was then inspired.

The next idea I had was to create a feminine and glamorous take for the designs and image. I could construct the article so that the reader has to decide if Anna Lyndsey is telling the truth or faking it for publicity. I had an idea to name the article, ‘True or False?’ so that instantly the reader is intrigued to read and develop their opinion. I would then use quirky and feminine images to support my ideas. To create the images I could experiment with collage and floral imagery.

To support this idea I decided to do some designer research that I could use as inspiration. One of the designers I found was Kenya Vyguzov,  a collage artist based in Russia. He is known for expressing himself through mixed media collage and recording the reactions of his personality by the world surrounding him.

As I continued to research different ideas and artists I came across the work of Amy Friend, who explores the relationship between what is visible and non-visible. The artist employs the tools of photography to “re-use” light, allowing it to shine through the holes. Taking the content of the article into consideration I then had the idea of using natural light within my images, by cutting out shapes within my photography pieces. I could also place text behind the imagery so that it shows through the holes, creating a connection between  all the pages. As well as this I could experiment with using different coloured paper so that the colour will show through the holes.

I decided to do some research into typographic posters, to see if I could incorporate image and type. The posters that caught my attention were the ones below by Jens Marklund, a Swedish Graphic Designer based in New York. To create the posters he has taken Helvetica Medium and stretched it by hand using a scanner. He said that this gives his work an “organic result”. I really like how he’s used type and image together, due to the fact he’s taken a different approach in increasing the space on each page.

This project inspired me to create my own pieces of “organic” type, and how I could possibly incorporate my own images. I could possibly create some dramatic, Black and White images of a person and experiment with using streaks of light over their faces. This will then link in to the idea of how Anna Lyndsey is hidden in the dark/ shadows, and her desire to get out into the light.


My last idea was to use patterns instead of images, they could be the same patterns throughout or patterns of objects relating to the article. The images below are from two unknown artists, however I really liked the different patterns and shapes created in the images. The first image below made me think of how I could create an image from using print, and decorating the image with text depending on which layout I decide to use. The second image reminded me of a light bulb or the effect fire/ heat has on metal pans. This could be an interesting idea for my imagery as the content of the article is based around her condition and how it can sometimes cause her skin to experience a burning sensation.

Changing Faces


After gathering my editorial design research as inspiration, I created 15 layout designs to use in my project. I have done a variety of 3 double page spreads and 2 double page spreads with 2 single pages. With every layout I have made sure that there is enough negative space available, this keeps enough room for the text and images to be clear and effective. I have also experimented with different ways I could place the text, images, page sizes and columns.

The first layout is of a 2 double page spread and 2 single pages. Three of the pages will have an image covering the whole page, decorated by a quote which will be placed in the centre of each page. I have decided to use 3 columns for this layout and have all the text placed within the middle column to show consistency. However this article includes a lot of important information, so this type of layout will restrict the amount of text I can place on each page. If I was to use this layout I would have to consider changing the structure of the article.

The second layout is an example of a 3 double page spread, again using 3 columns. Different to the first layout  it will include more space for information and leave enough room for my images. On each page there is a lot of negative space left to experiment with, including space around the images for added text or quotations. However this layout is really simple, for this project I want to be as experimental as possible. The third layout again is very simple.

Different to the previous designs, for the fourth layout, I have decided to experiment with having smaller pages within booklet. This design will include three pages of images, with text placed on top. It will also include three pages of information, placed within columns of 3. Similar to this the fifth layout will have four smaller pages,  two of them will have a shared image, and the others will include information.

The next layout is very simple and very clear. The 3 double page spread will include four pages of image, some will have quotes or text overlapping and the last page will have 3 columns of text. However, similar to the first layout I might not be able to place all of the information on the page, so I would have to deconstruct the article even more. Taking his into consideration, I then created another layout ( layout 7). The 2 double page spread and two single pages will have 3 columns, however two of the pages will be filled with text, leaving the other pages for images and important quotations.

The eighth layout is very abstract in my opinion, it includes many different layers and quirky ideas. Similar to the others It has 3 columns, on the first page the text, heading and image will be placed within the middle column. The second page will have three columns full of text and then the third will only use the middle. I will then have one whole page of image followed two other images on the next page. Any negative space left in this layout will be used for placing quotations in interesting ways. Layout nine is similar to this.

Ten and Eleven are two of my favourite layouts. They both include smaller pages, which breaks up the booklet, making it more fun and abstract. I have decided to use 3 columns so that I am able to get more information on a smaller amount pages, so that I have more room for images and quotations.

The layouts on this page are all very similar, they will allow me to include a lot of text and images to each page. What I like most about the designs on this page is the use of using a line across the page, this will help me place all the information below it, to create negative space on the top of each page.


I will now go on to do some further research into the topic of my article and possibly consider deconstructing the text even more, so that I can then decide on which layout will work best for this project.