Improper - Initial Ideas 2



Logotype - With this change in format and direction, it was a good time to review the art direction, especially having been informed by more research. The project needed a more concise and rationalised visual identity and language. The idea for this first came from experimenting with the logo; with the original direction for the logo was leading to some logo designs that were just too fiddly and intricate, or not entirely readable. Considering the idea of mixing the fluid ‘feminine’ type with the chunky ‘masculine’ type, these logo designs were developed (1). The ‘feminine’ script type is replaced with strokes, curved lines or scribbles; when considering the actual word ‘Improper’ more, and its definition - ‘not in accordance with accepted standards’ - obscuring this very rational harmonious Helvetica typography by blocking, concealing or scribbling it out, seemed like an astute visualisation of this idea. 




Initial Posters - These initial posters (2) are an experimentation with imagery, concept and visual metaphor. A prevailing idea was utilising a mirror in the design/concept, sometimes with eyes looking back into it. It seemed like a highly applicable image to use, because considering the the themes of the talk, a mirror is a fundamental way that people judge themselves and their own image. Feedback on these designs suggested that: The mirror concept worked well and could definitely be taken forwards; the posters are definitely bright and eye catching; the eyes used on the designs look too feminine and that the logo needs to be developed more.



Poster Zine Cover - These designs for the poster zine cover (3) came after considering the rationale of the more developed logo ideas as well as the scale and function of the publication. Firstly, when folded down, the cover will be A4, which isn’t tiny, however thinking of the function of the poster zine, all the cover really needs to do is say what the publication is and generate enough visual interest that someone would want to unfold it and read more. For this reason a more minimal approach to the cover was decided upon. To create the more developed logo designs (1), uniform and rational Helvetica type was obscured by a range of lines and curves, visually embodying the word ‘Improper’. A similar approach was used for these cover designs - laying out the information rationally in Helvetica, and then exploring how this harmonious design could be interrupted or diluted. One cover idea explores using a blue/grey gradient to depict a mirror, while another utilises a clashing pink and green gradient, interrupting the harmony of the design. 




More Posters - With more defined ideas for the logotype and cover, the design for the poster came fairly intuitively. These designs (4) follow the same rationale and visual identity explored so far, utilising helvetica, the curved line ‘Improper’ logo, and also using the green/pink clashing background was explored. The body of text on this poster is justified to each side, creating numerous gaps and spaces within the text, and embodying “Improper” through unharmonious design techniques. To develop this poster more, the text could be distorted or blocked, however this would be detriment to the readability and function of the poster. 

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