FALL 2021 GDVX
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
THE STORY OF LINGHAO LI
ENGRAM
M.A. GRADUATE REVIEW PRESENTATION THE SAVANNAH COLLEGE OF ART AND DESIGN
FALL 2021 GDVX
Born in 1991 Chinese + Mongolian My eyes are small, but my smile is a lot :) I am full of energy and curiosity every day ;)
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
Hi, I’m Linghao Li
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
1991
2004
I was born on the border between China and Mongolia
I moved to a new city on the SinoRussian border
2012
2016
2019
I started working in Beijing, China
I came to SCAD in Savannah, GA
MY LIFE TIME LINE I was admitted to a best academy of fine arts-TAFA in Tianjin, China
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
4 YEARS OF STUDY + 2 YEARS OF WORK
I STILL DON’T KNOW WHAT THE DESIGN IS 4
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
I WANT TO GO TO THE CENTER OF THE DESIGN TO LEARN WHAT DESIGN IS
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
CROSS-CULTURAL COMMUNICATION / DIFFERENT CULTURAL BACKGROUND / COMPLETELY DIFFERENT FOOD
NEW LIVING ENVIRONMENT LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
THE CAFE FOOD MADE ME LOSE 11 POUNDS IN A MONTH
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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FALL 2021 GDVX
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_501: TYPOGRAPHIC COMMUNICATION
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PROF. MONTERO JORGE, FALL 2020
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
RELEARN THE BASICS OF TYPOGRAPHIC
COURSE EXERCISE 2 MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
RELEARN THE BASICS OF TYPOGRAPHIC
COURSE EXERCISE 4 MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
RELEARN THE BASICS OF TYPOGRAPHIC
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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COURSE EXERCISE 7 & 8
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
Q: Which part of the graphic design attracts me the most? A: Typographic design Q: Why? A: This is graphic art, a symbol of culture Q: Does this help me? A: Yes! I believe it! 11
Q: How to do it? A: .......
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
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November 2020
MAKE A FONT DESIGN DEMO FOR ME
#Sans serif font#
#Memories of my life#
#high x-height# #Start with latin letters# #Use my own design experience# #Use the new knowledge learned from GDVX501# LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
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FALL 2021 GDVX
THE FIRST DRAFT OF THE FONT DESIGN PROJECT Analyzing the results of previous research and summarized the characteristics of Chinese characters and Century Font. Finally confirmed a creative direction- a sans serif font of tall x-height, slightly wider letters, same kerning, and short lifting parts blends two details of Songguang cinema rough and tall serif and the cut corner on the upper right.
DEEP REVISION Reduce x-height, modify details
TRY VARIOUS COMBINATIONS
TALL X HEIGHT
TALL X HEIGHT
FIRST EDITION Basic English letters, numbers, and symbols
SAME KERNING
ROUGH & TALL SERIF
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
Typography Design Work ABCDEFGHI 松 JKLMNOPQ 光 RSTUVWXYZ THE SECOND DRAFT OF THE FONT DESIGN PROJECT
I HOPE THIS FONT IS A SUCCESSFUL ATTEMPT AT PERFECT DESIGN WORK. I ALSO HOPE THAT THIS DESIGN EXPLORATION CAN ACHIEVE MY PURPOSE OF PROMOTING INTERCULTURAL COMMUNICATION. THIS PROJECT WILL ANALYZE THE INFLUENCE OF CHINESE HANDWRITING HABITS ON ENGLISH WRITING. THIS RETAINS THE CHARACTERISTICS OF CHINESE STUDENTS' ENGLISH HANDWRITING, WHILE ADAPTING TO ENGLISH FONTS. BUT THIS DESIGN PROJECT DID NOT REFLECT THE CHARACTERISTICS OF TRADITIONAL MONGOLIAN SCRIPT, NOR DID IT HELP IMPROVE THE DIGITAL COMMUNICATION EXPERIENCE OF THE TARGET USER GROUP.
abcdefghijklmnopqrstuvwxyz
0123456789
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PROBLEMS WITH THIS DRAFT
#TOO NARROW#
#DIDN’T ACHIEVE THE DESIGN PURPOSE#
#THE NUMBER OF LETTERS IS TOO SMALL#
#DIFFICULTY READING WITH LARGE AMOUNTS OF TEXT#
MY DESIGN HAS NO SOUL
LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
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GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
Q: What is typographic design? A: I don’t no Q: What is my design target? A: I don’t no Q: What is my design methodology? A: I don’t no 16
Q: What the design is? A: .......
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
FALL 2021 GDVX
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_702: IDEATION MODELS AND PROCESS
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GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING PROF. JOHN HOWREY, WINTER 2021 MY TOPIC: MARTIAN LANGUAGE
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
“Somewhere every culture has an imaginary zone for what it excludes and it is that zone that we must remember today.”
Catherine clement and helene cixous
1/ INTERPRETING
2/LOOKING BROADLY
3/ FEEDBACK & REFLECT
VISUAL EXPERIENCE CRITERIA
INTERVIEW AND RETHINK
When you are able to reveal what a person or culture chooses to hide from others, you get a glimpse into who / what they truly are? The visual design should tell a story, but also allow the audience to interpret their own meaning. Throughout the experience, different senses will be activated.
Cross-cultural content Different issues in Eastern and Western cultures, but there have also been barriers to understanding. Focus Experience Share the experience and value the feedback and friendliness of the experience
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We continue to think about this subculture and try to show it in more diverse ways. Martian language (Chinese: 火星文; pinyin: huǒxīng wén; lit.‘Martian script’:吙☆魰) is the nickname of unconventional representation of Chinese characters online. “Martian”describes that which seems strange to local culture. Martian language is a kind of subculture within China.
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TARGET ANALYSIS Our team also started to think about the target audience. In this Martian language project, we will target our SCAD classmates and People interested in SCAD study life. I set a situation-SCAD subculture day. This SCAD subculture day will introduce a lot of subculture to our SCAD students, and allow people interested in SCAD to experience our activities through the website. When our team determined the goals of this project, our project progressed faster. First of all, we conducted a small-scale survey, we can confirm that SCAD students have a strong interest in different subcultures. So, after brainstorming, we decided to present an environment from two ideas of physical and online production to attract our classmates to take the initiative to understand Martian language.
CREATE A FONT We have made the basic Latin alphabet, we follow the style and habits of the Martian language to find similar symbol letters from different languages. Like Japanese, Cyrillic, etc. This is the font work GDVX Martian Font of our group. We have created a simple font file; you can use it on your computer. We hope that our GDVX Martian Font can help you become the first step towards understanding
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GARBLED SYMBOL FONT
IDEA POSSIBILITY VISUALIZATIONS ATTEMPT: MARTIAN LANGUAGE FONT DESIGN For the physical part, we choose physical postcards that are still popular in the United States. We believe that postcards have collection value and are also a good carrier of subculture. We chose Martian language related associated wordsnoise and electronic signals as the background image of the postcard, because the Chinese Martian language and the Internet entered everyone’s life together twenty years ago. We choose people familiar with us to speak for Martian language.
SAVANNAH COLLEGE ART AND DESIGN GDVX BY GDVX MARTIAN FONT
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
Let us imagine an environment, it is noon on Monday, in a corner of the campus, these postcards are displayed in front of you, and marked free. When you see the professor smiling, you will definitely pick up a postcard, this time you will have magic time! This is how you begin to understand Martin’s language!
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
At the same time, we also prepared online content. We have created a website to promote Martian language. We choose American teenagers who match the style of Chinese Martian language users as the background of the website and add interactive links on the web page. When you click on this link. Magic time! You can use Martian language to chat on instant messaging software just like Chinese Martian language users. Is there anything better than this way of experience?
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22 GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
23 GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: GDVX_734: LOOKING TYPOGRAPHIC BROADLY, VOICE INTERPRETING AND VISUAL&NARRATIVE TARGETING
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
FALL 2021 GDVX
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_702: IDEATION MODELS AND PROCESS
PROJECT 2 THE PERFECT HUMAN
PROF. JOHN HOWREY, WINTER 2021 MY TOPIC: MARTIAN LANGUAGE
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
INTERVIEW
Looking from Topic
Conduct interviews for the identified target audience, design questionnaires and obtain valid data.
START ANALYSIS
FEEDBACK
In-depth analysis of the provided video
Analyze the re-collected data information.
LOOKING BROADLY
SECOND SUMMARY
Continue to imagine from the cultural background
Adjust our concept based on the results of data analysis
TARGET
CONFIRM CONCEPT
Select and determine the target audience for the design and start analysis
Refocus on the original keywords
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
BEGINNING
FOUND ANOTHER IDEA
Re-set the target audience according to the concept and interview
Confirm another idea of the final plan based on previous research
MOOD BOARD
ANALYZE THIS IDEA
Extensively search for related works to help me complete the final work
Research and analysis on the continued feasibility of this idea
FOUND IDEA
SKETCH
Confirm the idea of the final plan based on previous research
Constantly try various specific design solutions
ANALYZE THIS IDEA
SKETCH
Research and analysis on the continued feasibility of idea
Constantly try various specific design solutions
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
INTERVIEW AGAIN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
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28 GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
29 GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
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UPDATE AFTER CLASS
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
COMBINE THE CONTENT OF THE SHORT FILM 60 YEARS AGO WITH THE FOUNDATIONS OF PERFECTION TEXTBOOK TO MAKE A REAL UNIVERSITY TEXTBOOK.
GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
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ANOTHER DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
Q: Do I know what the design process is ? A: Yes Q: Do I know what is design target? A: Yes Q: Do I know how to do design research and analysis? A: Yes 34
Q: What the design is? A: .......
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
FALL 2021 GDVX
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
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PROJECT 3 IMAGE COLLECTING/ GENERATING + TYPE PROF. SOHEE KWON, SPRING 2021 MY TOPIC: THE POWERPUFF GIRLS
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
#ZEITGEIST: JUSTICE & FEMINISM# #GENDER RIGHTS: SOCIAL PERSPECTIVE# #POLITICAL METAPHOR: GROWING# #THE POWER OF COMPANIONSHIP# #YOUNGER AGE & AVOIDANCE ISSUES# #FLATTERY WOMEN & VIOLENCE# #FRANGIBILITY: OPPOSING VIEWS# #NEGATIVE EVALUATION & CONTROVERSY# #VOICE FOR THE DISADVANTAGED# #CLASS CONFLICTS & EQUAL RIGHTS#
https://decider.com/2016/12/22/the-powerpuff-girls-feminist-masterpiece/ https://www.ign.com/articles/2016/03/19/the-powerpuff-girls-man-up-review https://www.polygon.com/2016/4/15/11424552/the-powerpuff-girls-2016-cartoon-network https://www.theatlantic.com/entertainment/archive/2015/02/powerpuff-girls-redefined-what-little-girls-are-made-of/385719/ https://www.wearyourvoicemag.com/powerpuff-girl-bliss-presents-familiar-mirror-scientific-abuse-black-women/ https://screenrant.com/kid-cosmic-netflix-different-pzowerpuff-girls/ https://www.researchgate.net/publication/324079318_There’s_No_One_Perfect_Girl_Third_Wave_Feminism_and_The_Powerpuff_Girls https://tvline.com/lists/powerpuff-girls-cw-pilot-explained-live-action-cast/
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
FOCUS ON RESEARCH TO ANALYZE THE CORE OF MY TOPIC
GDVX 734 PROJECT 3 DESIGN PROCESS
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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GDVX 734 PROJECT 4 DESIGN PROCESS
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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GDVX 734 PROJECT 5 DESIGN PROCESS
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
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GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
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FINAL TYPE DESIGN GDVX 734 PROJECT 3
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
FINAL TYPE DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX 734
FALL 2021, GDVX, THE SAVANNAH COLLEGE OF ART AND DESIGN
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FALL 2021, GDVX, THE SAVANNAH COLLEGE OF ART AND DESIGN
GDVX 734 FINAL PROJECT WORK
PROF. SOHEE KWON, SPRING 2021 MY TOPIC: THE POWERPUFF GIRLS
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
FALL 2021 GDVX
WHAT HAVE I LEARNED? WHAT SHOULD I DO?
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
GDVX 501
GDVX 701
This class helped me re-learned Typographic from the beginning and confirmed my passion for Typographic.
This class helped me learn how to analyze design problems from a research view.
GDVX 502
GDVX 702
This course helped me make a complete design process for the first time.
This class helped me find my suitable role in a team through many group cases.
IDUS 711
GDVX 734
This class helped me learn to think about design issues from other views.
This class deepened my understanding of Typographic. This lesson also helped me determine the final study plan.
FALL 2021, GDVX, THE SAVANNAH COLLEGE OF ART AND DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX’S ASSIGNMENTS HELPED ME LEARN MORE :)
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
DIFFERENT DESIGN METHODOLOGIES DIFFERENT DESIGN THINKING
TIANJIN ACADEMY OF FINE ARTS, CHINA, 2012-2016
SAVANNAH COLLEGE OF ART AND DESIGN, AMERICA, 2019-2022
Pay attention to the final visual effect; Don’t care about the design methodology;
Pay attention to design methodology; pay attention to preliminary research; pay attention to the logic of the design process
46 MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
WHAT HAVE I LEARNED?
GDVX 701 GROUP EXERCISE VISUALIZING THE EXPERIENCE: LOOKING BROADLY, INTERPRETING & TARGETING
1, These GDVX course helped me re-understand what graphic design is and re-learn a healthy design methodology. 2, It made me realize that the design process needs to be logical, and we must pay attention to target users and data analysis. 3, I learned the scientific design process. 4, The years of study and life have made me realize the importance of critical thinking. 5, This learning experience made me realize the importance of cultural reserves. When designing, I should not only focus on the needs of users but also the expression of culture.
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
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GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
Q: Should I still do font design for my new work? A: Yes Q: What should I do? A: Find the problem, find my concept, start from the beginning
Q: What should I pay attention to in my design? A: Graphic design needs to be comprehensive and to show diversity. 48
Q: What the graphic design is? A: Transmit information through visual methods, optimize experience, and solve problems?
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
She brought me a lot of theoretical knowledge
MY NEW LIFE, FALL IN LOVE PROVIDE ME WITH A LOT OF NEW KNOWLEDGE HER LEARNING EXPERIENCE AND KNOWLEDGE BROUGHT ME A LOT OF NEW THINKING
#INTERCULTURAL COMMUNICATION# #PARTICIPATORY DESIGN#
The content of my chat with her was very divergent, and she gave me a lot of thinking and inspiration.
#DECOLONIZING DESIGN# #THE MYTHS OF MODERNITY# #PLURIVERSAL DESIGN # #METHODOLOGICAL NATIONALISM# #COLONIALITY OF POWER # #BRONFENBRENNER’S ECOLOGICAL SYSTEMS THEORY # #EMPATHIC DESIGN # #SOCIOLOGICAL IMAGINATION# 49 MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
I got a lot of precious experiences during this time.
INTERCULTURAL COMMUNICATION INSPIRED AND SWITCHED MY IDEA LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
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FINDING MY IDENTITY
#CHINESE# #MONGOLIAN# #BORN IN QIQIHAER# #GREW UP IN HARBIN# #NEW TIANJIN PEOPLE# #INTERNATIONAL STUDENT#
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LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
MONGOLIAN LIFE
In my childhood, I changed my city life for the first time. The unfamiliar environment gave me the first experience of “cross-cultural life”, a city built by Russians in China-Harbin. Songguang Cinema, a fusion of Russian and traditional Chinese architectural styles
I am a Mongolian who was born and raised in a city outside of Inner Mongolia. I don’t know or speak Mongolian. I only know that I am Mongolian.
TAFA
SCAD
I came to study in one of the best art universities in China. I left the grassland of my childhood, I saw the mountain for the first time, and I began to live with classmates from different parts of China.
I became an international student and I came to live in Savannah, Georgia. The first graphic design classmate I met was from Venezuela. I met the whole world here.
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
SONGGUANG CINEMA
LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
I have lived in many cities. These unfamiliar environment have changed a lot for me. I started to research what is Intercultural cultural? Maybe, this can help me. INTERCULTURAL
MULTICULTURAL
CROSS-CULTURAL
TRANSCULTURAL
pertaining to, or taking place between two or more cultures. Intercultural is the most inclusive
This is a concept of a multicultural community, but there may not necessarily be an interaction between different cultural groups in the community.
combining, pertaining to, or contrasting two or more cultures or cultural groups.
A broader scope. In essence, there is not much difference from Intercultural.
Alexander Frame. Defining culture and interculturality in the workplace: how cultures interact within organisations. EUPRERA 2009 Congress Corporate citizens of the third millennium. Towards a Shared European Perspective, Sep 2009, Bucarest, Romania. hal-00441666
LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
“Project Go” for my final new review design work
MINORITIES‘ INTERCULTURAL COMMUNICATION IN GLOBALIZATION AGE
FALL 2021 GDVX
START TO UNDERSTAND MONGOLIA. START RESEARCHING.
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
JUST DO IT :)
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Start understanding Minorities’ Intercultural communication in globalization age from understanding Mongolian.
MONGOLIAN IDENTITY
POLICY
LOCALES
WEIRD
Mongolians live in several countries, and these different Mongolians use different languages and scripts. Mongolian culture has become insignificant in globalization. Intercultural communication between Mongolian people has lasted for thousands of years and has contributed to global culture.
The policies of Mongolia and China have changed a lot recently. The most concentrated expression is in the policy of Mongolian script.
The Mongolians are losing their own language and writing. Mongolian culture is also being lost.
Research relies on too many participants from Western, educated, industrialized, rich, and democratic societies
LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
KAI KUPFERSCHMIDT, Is the Western mind too WEIRD to study? 2019, Science. Flipping the script: China school reforms spark Mongolian writing revival, 2020, https:// www.japantimes.co.jp/news/2020/12/16/asia-pacific/mongolian-writing-revival/ Mongolian government seeks to spread official use of traditional alphabet by 2025, 2020, https://www.nationalia.info/new/11301/mongolian-government-seeks-to-spreadofficial-use-of-traditional-alphabet-by-2025
LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
MY CONCEPT
ENGRAM The trace of memory
歲
月
留
聲
LOOKING BROADLY
MONGOLIAN SCRIPT
REED PENS
MONGOLIAN SCRIPT HISTORICAL CHANGES
NATIONAL POLICY READJUSTMENT
The classical or traditional Mongolian script, Computer operating systems have been slow to adopt support for the Mongolian script, and almost all have incomplete support or other text rendering difficulties.
The reed pen was the writing instrument of choice until the 18th century, when the brush took its place under Chinese influence. Pens were also historically made of wood, reed, bamboo, bone, bronze, or iron. Ink used was black or cinnabar red, and written with on birch bark, paper, cloths made of silk or cotton.
From left to right : Phagspa, Lantsa, Tibetan, Mongolian, Chinese and Cyrillic.
The Mongolian government on March 18 approved a national program to promote the traditional Mongolian script and improve its usage across the country.
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
TARGET AUDIENCE Born after 1940
Global
REPRESENTATIVE QUESTIONNAIRE Kangxi Zidian Mongolian Male Born in 2000 Hulunbuir, Inner Mongolia, China
Ge Rile Hezhe Female Born in 1969 Hailar, Heilongjiang Province, China
Cai Ce Han nationality Male Born in 1989 Ulaanbaatar, Mongolia
Q：What is your job now?
Q：What is your job now?
Q：What is your job now?
A：Iam now an undergraduate student in the Economics Department of Inner Mongolia University.
Q：What is the environment and needs of intercultural communication where you live now?
A：My grandpa does not speak Chinese, although we have always lived in China. We also have a lot of relatives living in Mongolia. The communication needs with them should be intercultural communication. Q：Do you think you have encountered any problems in intercultural communication?
A：When I use social networks to contact my relatives and friends, there are almost no websites and apps that have good support for Mongolian script. This caused a lot of trouble.
A：Iam an internist doctor now.
Q：What is the environment and needs of intercultural communication where you live now?
A：Iam Hezhe, a minority in China. My communication with almost everyone is intercultural communication. I can speak English, Russian and Chinese. There are many patients from Mongolia in the hospital I am in. They can write Cyrillic to communicate with me. Q：Do you think you have encountered any problems in intercultural communication?
A：Mongolia’s new policy has begun to revive the Mongolian script, but this troubles me. I tried to learn Mongolian script, but it was difficult
A：Isell wool and minerals, it’s a cross-border business.
Q：What is the environment and needs of intercultural communication where you live now? A：My life requires me to communicate with people who only speak Mongolian. They can read Mongolian but not Chinese and English.
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
Target audience who are curious about Mongolian culture, are influenced by Mongolian culture and have a need for intercultural communication in Mongolian culture In the digital age.
Q：Do you think you have encountered any problems in intercultural communication?
A：When I use the online sales platform, there are too few Mongolian script fonts to choose from. Especially sans-serif fonts.
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
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DIFFICULT TO LEARN
LOW LEVEL OF DIGITIZATION
Complicated grammar and variable continuous writing rules are willing to learn difficult. Although it is a spelling language, the order of writing and the direction of reading are unique.
The classical or traditional Mongolian script, Computer operating systems have been slow to adopt support for the Mongolian script, and almost all have incomplete support or other text rendering difficulties.
COMMUNICATION BARRIERS
CULTURAL CONFIDENCE
The writing system is complex and chaotic, causing intercultural communication between Mongolian culture and other cultures to be full of obstacles. This is an understanding barrier from Mongolian script.
Mongolian culture is very shining in history, but Mongolian culture in the modern civilization system has no sense of participation.
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
DATA ANALYSIS & PROBLEM FOUND
IDEA: A MONGOLIAN SCRIPT FONT
#SANS SERIF FONT# #TRADITIONAL FEATURES# #LATIN + CYRILLIC# #PARTICIPATORY DESIGN# #BRIDGING DIFFERENCES# #INTERCULTURAL COMMUNICATION# #THE TRACE OF MEMORY# LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
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LOOKING BROADLY AGAIN - MONGOLIAN SCRIPT FONTS NOW
SIBAGVN-SARAL Tian Gesi
OTHER MONGOLIAN SCRIPT FONTS Business projects of many company teams
This is the personal work of a Mongolian designer in the past ten years. This set of fonts is the first Mongolian script sans-serif font, but it is not in official commercial use.
In addition, Google’s Noto font covers the support for Mongolian text development, and other fonts are serif fonts. The complicated writing and continuous structure of Mongolian characters also caused many difficulties to the reading experience of serif fonts.
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IMMORTEL FONT 205TF
INTER FONT Rasmus Andersson
THE CENTURY FONT FAMILY Displayed in the 1912 version of ATF’s font sample.
NEW CENTURY EXPANDED Tobias Frere-Jones, 1979
The Immortel font is a modern font family represented by the Univers. Reference to the features of classic engravers in the 16th century helps this font be full of features of the years. The details of the Immortel font provided me with inspiration.
The Inter is a new font specially designed for digital display. The UPM of the font is set to 2816x2816 pixels, which is how the designer considered the display rendering. This provides theoretical support for my design ideas.
first Western fonts being used in Asia. Moreover, its tall x-height, slightly wider letters, and short lifting parts make it very full and easy to match with square characters, making it the first choice for Chinese and Western collocation
Several designers headed by Tobias Frere-Jones re-enacted Century Expanded into the Benton Modern family in 1997. This is also one of the earliest digitized fonts.
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LOOKING BROADLY ONE MORE TIME - FEATURES OF OTHER FONTS
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LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION - 3.5 a -a-
LOOKING BROADLY ONE MORE TIME - FEATURES OF OTHER FONTS
NEW CHARACTER WEEKLY Shanghai, China, 1940
CINEMA LOGO TYPE Songguang Cinema, 1929
China launched a movement of Latinxua Sin Wenz 80 years ago. Latinxua is historically notable as being the first romanization system used in place of Chinese characters by native Chinese speakers, and the purpose of this movement was to reduce illiteracy.
In addition, Google’s Noto font covers the support for Mongolian text development, and other fonts are serif fonts. The complicated writing and continuous structure of Mongolian characters also caused many difficulties to the reading experience of serif fonts.
-a-
1/ image OldOld image
2/ sketch FirstFirst sketch
Summary featurefrature 3/ Summary
kerning 4/Summary Summary kerning
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松光电影院
CHINESE TYPE DESIGN WORK 2018
PACKAGING TEXT DESIGN 2014
CHINESE TYPE DESIGN WORK 2019
BOOK COVER FONT The Hitchhiker’s Guide to the Galaxy, 2015
This is my first attempt at font design, although Chinese fonts are different from my final design direction. But it also provided me with a wealth of practical experience.
I use the style of traditional Chinese printing in this design. The final effect makes me believe that font design needs to consider the reading of a large amount of text, and I should not talk about focusing too much on stylization.
I started to design text with more relaxed design ideas. I think the final effect is not good, so I need to pay more attention to the detailed design of the font.
This is my initial multilingual font design work. I think my experience in multi-language mixed typesetting can help me design the final work.
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
SUMMARIZE EXPERIENCE FROM PAST DESIGN WORKS
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FALL 2021 GDVX
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LET ME SHOW IT ;)
MY FINAL REVIEW DESIGN WORK MY SONGGUANG FONT
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
Basic English letters + basic Cyrillic letters + numbers + punctuation marks + traditional Mongolian script with different kerning
= 1, 623 CHARACTERS
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Шрифт Songguang - это цифровой шрифт, задуманный в 2020 году и завершенный в сентябре 2021 года после трех итераций. Полный набор шрифтов насчитывает более двух тысяч букв, включая латинские буквы. буквы кириллицы и традиционное монгольское письмо. Этот шрифт сочетает в себе элементы родного города в памяти дизайнера и письменные характеристики традиционных монгольских инструментов для написания сценариев тростниковыми перьями. Дизайнер хочет способствовать взаимопониманию между различными культурами, используя визуальные решения, которые препятствуют межкультурному общению.
The Songguang font is a digital font conceived in 2020 and completed in September 2021 after three iterations. The complete set of fonts has more than two thousand letters, including Latin letters, Cyrillic letters, and traditional Mongolian script. This font combines the elements of hometown in the designer’s memory and the writing characteristics of traditional Mongolian scriptwriting tool reed pens. The designer wants to promote mutual understanding between diverse cultures by using visual solutions that intercultural communication barriers.
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz АБ ВГДЕЁЖЗИЙКЛМНОПРСТУФХЧЦШ ЩЬЫЪЭЮЯабвгдеёжзийклмноп рстуфхчцшщьыъэюя0123456789 MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
CAPITAL LINE 680
X-HEIGHT 500
BASE LINE 0
DESCENDER LINE -120
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The design was created by using Glyphs3
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
THE SAVANNAH COLLEGE OF ART AND DESIGN
45-degree angle 45-degree angle 45-degree angle
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CAPITAL LINE 680
X-HEIGHT
500
a
45-DEGREE ANGLE
a
BASE LINE
0
DESCENDER LINE
-120
a=85
Design LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
The Songguang font is a digital font conceived in 2020 and completed in September 2021 after three iterations. The complete set of fonts has more than two thousand letters, including Latin letters, Cyrillic letters, and traditional Mongolian script. This font combines the elements of hometown in the designer’s memory and the writing characteristics of traditional Mongolian scriptwriting tool reed pens. The designer wants to promote mutual understanding between diverse cultures by using visual solutions that intercultural communication barriers. Шрифт Songguang - это цифровой шрифт, задуманный в 2020 году и завершенный в сентябре 2021 года после трех итераций. Полный набор шрифтов насчитывает более двух тысяч букв, включая латинские буквы. буквы кириллицы и традиционное монгольское письмо. Этот шрифт сочетает в себе элементы родного города в памяти дизайнера и письменные характеристики традиционных монгольских инструментов для написания сценариев тростниковыми перьями. Дизайнер хочет способствовать взаимопониманию между различными культурами, используя визуальные решения, которые препятствуют межкультурному общению.
THE SAVANNAH COLLEGE OF ART AND DESIGN LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
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ADAPT TO INTERCULTURAL COMMUNICATION SCENARIOS MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
Sans serif fonts are more suitable for network use
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REFLECTION
#NEED MORE#
#MISSING TESTS FOR REAL USE# #NEED MORE TESTING#
#THE DETAILS NEED TO BE PERFECT# #RESPECT DIFFERENT CULTURES# #RESPECT RESEARCH DATA#
THE SAVANNAH COLLEGE OF ART AND DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
GDVX_734: TYPOGRAPHIC VOICE AND VISUAL NARRATIVE
Q: Are there any regrets about the Songguang font design? A: I hope it can cover Chinese and become a text that my target users can really use.
Q: Did I grow during my two years at SCAD? A: Yes, I am very grateful for this life?
Q: Are there any regrets in the past two years? A: COVID-19 made me miss many opportunities to see more scenery 77
Q: What the graphic design is? A: This is an eternal question, I want to continue to learn more knowledge to find this answers.
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
FALL 2021 GDVX
WE ARE THE CHAMPIONS
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
Last but not least
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MY STORY at SCAD #Re-learned Design Methodology# #Pay More Attention to Research# #Start with concept# #More Friends# #Better at Cooking# #Visited More Than 10 Art Galleries & Museums# #Learned to Write Literature Review# #Did Not Take Any Classes at The Adler Hall#
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MY MEMORIES at SCAD
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MY WORKS at SCAD
LINGHAO LI M.A. GRADUATE REVIEW PRESENTATION
MY FUTURE PLANS #MORE HAPPINESS# #MORE READING# #MORE FOCUS# #MORE SMILES# #MORE LEARNING# #Bring the best design knowledge back to my hometown# #TO BE A BETTER DESIGNER#
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Research Reference “A Study of Traditional Mongolian Script Encodings and Rendering: Use of Unicode in OpenType fonts” (PDF). w.colips.org. Retrieved 9 November 2017. “Visual Communication Design”. Department of Art, Art History & Design. University of Notre Dame. Retrieved 4 April 2019. “7 Paramount Components of Visual Communication”. Infographic Design Team - Infographics Design - Data Visualization. Retrieved 2021-01-27. https://www. infographicdesignteam.com/blog/components-ofvisual-communication/ Alexander Frame. Defining culture and interculturality in the workplace: how cultures interact within organisations. EUPRERA 2009 Congress Corporate citizens of the third millennium. Towards a Shared European Perspective, Sep 2009, Bucarest, Romania. hal-00441666 Jugder, Luvsandorj (2008). “Diacritic marks in the Mongolian script and the ‘darkness of confusion of letters’”. In J. Vacek; A. Oberfalzerová (eds.). MONGOLOTIBETICA PRAGENSIA ‘08, Linguistics, Ethnolinguistics, Religion and Culture. Mongolo-Tibetica Pragensia : Ethnolinguistics, Sociolinguistics, Religion and Culture. 1/1. Praha: Charles University and Triton. pp. 45–98. Biligsaikhan Batjargal; et al. (2011). “A Study of Traditional Mongolian Script Encodings and Rendering: Use of Unicode in OpenType fonts”. International Journal of Asian Language Processing. 21 (1): 23–43. Retrieved 201109-10.
Mongolian government seeks to spread official use of traditional alphabet by 2025, 2020, https://www. nationalia.info/new/11301/mongolian-governmentseeks-to-spread-official-use-of-traditional-alphabetby-2025 Bequette, J. W., & Bequette, M. B. (2012). A Place for Art and Design Education in the STEM Conversation. Art Education, 65(2), 40–47. https://doi.org/10.1080/00043125 .2012.11519167 UKEssays. (November 2018). The Cultural Functions Of Visual Communication Media Essay. Retrieved from https://www.ukessays.com/essays/media/the-culturalfunctions-of-visual-communication-media-essay. php?vref=1 Ryan, Lindy (2016). The Visual Imperative: Creating a Visual Culture of Data Discovery. Morgan Kaufmann. p. 116. ISBN 978-0128038444. Herbert Blumer “Symbolic Interactionism: Perspective and Method,” Janssen et al., 2013; Janssen, Westbroek, and Doyle, 2015 Leonard, D. and Rayport, J.F., “Spark Innovation Through Empathic Design”, Harvard Business Review, Nov-Dec 1997 Paul Martin Lester. Visual Communication: Images with Messages. Belmont, CA: Thomson Wadsworth, 2006. ISBN 978-0-534-63720-0.[page needed].
Sin Wenz Zhoukan (“New Characters Weekly”) published in Shanghai in the 1950s with “Latinized New Characters”.
Henrich, J., Heine, S. J., & Norenzayan, A. (2010). The weirdest people in the world? Behavioral and Brain Sciences, 33(2–3), 61–83. https://doi.org/10.1017/ S0140525X0999152X
KAI KUPFERSCHMIDT, Is the Western mind too WEIRD to study? 2019, Science.
Housing and health inequalities: A synthesis of systematic reviews of
Flipping the script: China school reforms spark Mongolian writing revival, 2020, https://www.japantimes. co.jp/news/2020/12/16/asia-pacific/mongolian-writingrevival/
interventions aimed at different pathways linking housing and health
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#Thank U# LINGHAO LI M.A. GRADAUATE REVIEW PRESENTATION
MAJOR AND DEPARTMENT: GRAPHIC DESIGN / VISUAL EXPERIENCE, GRAPHIC DESIGN
