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
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.
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.