BA (Hons.) GRAPHIC DESIGN Module Code
EXTENDED PRACTICE â€“ STATEMENT OF INTENT Name: Abbas Mushtaq Blog Address: http://a-mushtaq1114-ep.blogspot.co.uk/ Statement of intent: I am a conceptually driven creative with a strong focus on branding and identity. Applying a particular focus to print and layout within a variety of interesting and effective contexts. Extending innovative and visually memorable concepts across a variety of briefs and media. In the aim of establishing a strong and focused portfolio worthy of enticing the top studios around Europe in the aim of gaining experience through placements, paid work and internships. With the overarching aim of establishing an independent agency catering to the arts and culture sectors. Subjects / Themes Branding Identity Ad campaigns Clothing label Fashion Design Magazine and Editorial design Publishing Event curation Surface + Pattern Design Disciplines / Creative Development Graphic Design Editorial Design Typography Advertising Photography Video Fashion Design
CoP / Research Theme
To what extend did the native cultural particularities, influence and shape, the development and intentions of the International Swiss Style of the mid-20th century? + Will recognisable regional design ‘styles’ and individuality remain in the face of globalisation? Paying specific attention to the development of the International Style of Design in the 50s and its relevance in the development of an internationalised global culture.
Engage with a more holistic study of globalisation and it’s effects on the culture of individual countries in terms of influence, language, entertainment, tourism etc. This will allow you to open up lines of enquiry in terms of the design scene and also speculate on how this is/will affecting the design styles of countries, in particular in Europe. Bulk of this will be secondary research such as existing articles, documentaries, and film. RESEARCH ACTIVITY:
Experiment in terms of design, in applying theory and characteristics of design styles studied in order to gain a better understanding in practice. In the aim of collating and producing a varied and interesting body of work which is literally a variety of theory in practice. These quick turn-around experiments will lead up to a more definitive practical project, which goes hand in hand with the written work. RESEARCH ACTIVITY:
Reach out to contemporary graphic design studios and designers from around the world, while paying specific focus to Europe. In order to gain an insight into contemporary design practice, collaboration, and different schools of thought from around the world. Asking whether they still exist and their own opinions of the effect of a globalised culture on individuality in design.
BIBLIOGRAPHY BOOKS / TEXTS - (Harvard Referenced) AMBROSE, G (2012) ‘BASICS GRAPHIC DESIGN 02: DESIGN RESEARCH: INVESTIGATION FOR SUCCESFUL CREATIVE SOLUTIONS’, LAUSANNE, AVA PUBLISHING BIERUT, M (1994) ‘LOOKING CLOSER: CRITICAL WRITINGS ON GRAPHIC DESIGN’, NEW YORK, ALLWORTH PRESS LOIS, G (2013) ‘DAMN GOOD ADVICE’, NEW YORK, PHAIDON PRESS MASSIMO, V (2010) ‘THE VIGNELLI CANON’, BADEN, LARS MÜLLER PUBLISHERS OLDHAM, C (2012) ‘THE DEMOCRATIC LECTURE’ MANCHESTER, YOUR UNIFIED THEORY OF EVERYTHING KLEMP, K & UEKI-POLET, K (2011) ‘LESS AND MORE: THE DESIGN ETHOS OF DIETER RAMS’ BERLIN, DIE GESTALTEN VERLAG HOLLIS, R (2006) ‘SWISS GRAPHIC DESIGN: THE ORIGINS AND GROWTH OF AN INTERNATIONAL STYLE’, LONDON, KING PUBLISHING LTD MÜLLER, L (1995) ‘JOSEF MÜLLER-BROCKMANN: PIONEER OF SWISS GRAPHIC DESIGN’, BADEN, LARS MÜLLER PUBLISHERS KRÖPLEN, M (2001) ‘KARL GERSTNER: REVIEW OF 5X10 YEARS OF GRAPHIC DESIGN’, GERMANY, HATJE CANTZ VERLAG
MAGAZINES / JOURNALS / ARTICLES – (include publication date and details) Eye Magazine – No. 19 Volume 5, 1995 “Reputation: Müller-Brockmann”
ON LINE REFERENCES / WEBSITES / ARTICLES (include specific urls) Massimo Vignelli: The Role of Designers in Society - http://designingchicago.com/blog/therole-of-designers-in-society Subjectivity vs. Objectivity - http://www.graphicdesignforum.com/forum/forum/graphicdesign/general/45796-subjectivity-vs-objectivity Graphic Design in a Globalised World http://www.graphicdesignforum.com/forum/forum/graphic-design/general/52891-graphicdesign-in-a-globalised-world The Social Role of the Graphic Designer - http://backspace.com/notes/2009/09/the-social-
role-of-the-graphic-designer.php Globalisation: Financial Times - http://www.ft.com/cms/s/12c74980-d1bf-11e2-933600144feab7de,Authorised=false.html?_i_location=http%3A%2F%2Fwww.ft.com%2Fcms%2F s%2F0%2F12c74980-d1bf-11e2-933600144feab7de.html%3Fsiteedition%3Duk&siteedition=uk&_i_referer=#axzz2fdzzjdJE The Birth of Swiss Graphic Design: Eye Magazine - http://www.ft.com/cms/s/12c74980-d1bf11e2-933600144feab7de,Authorised=false.html?_i_location=http%3A%2F%2Fwww.ft.com%2Fcms%2F s%2F0%2F12c74980-d1bf-11e2-933600144feab7de.html%3Fsiteedition%3Duk&siteedition=uk&_i_referer=#axzz2fdzzjdJE The ‘Global’ development of Graphic Design and potential collaborations http://johnlcabagd.blogspot.co.uk/2011/12/global-development-of-graphic-design.html
Karel Martens on design: Not Like Fries and Mayo, Pleasing You Instantly but then Causing Stomach-Aches - http://www.itsnicethat.com/articles/karel-martens Predictions For Privacy in the Age of Facebook (from 1985) http://blogs.smithsonianmag.com/paleofuture/2013/05/predictions-for-privacy-in-the-age-offacebook-from-1985/ Chapter 42; The Swiss Grid System – and the Dutch Total Grid - http://guitynovin.blogspot.co.uk/2011/07/chapter-42-swiss-grade-style-and-dutch.html 100 Days: Müller-Brockman - Jessica Svendsen - http://jessicasvendsen.com/100-Dayswith-Josef-Muller-Brockmann
OTHER REFERENCE MATERIAL (Films, events, exhibitions, conferences) Helvetica Massimo Vignelli Elysium TED – Sagmeister Blade Runner Objectified Urbanized
ACTION PLAN â€“ use this section to identify specific tasks that you need to complete in order to resolve the brief. Brief What do you need to do?
Engage with globalisation in terms of culture, language, economy collaboration and a variety of aspects to truly get a better understanding of globalisaiton in order to speculate and look deeper into the implications of this on design style.
Experiment in terms of design, in applying theory and characteristics of design styles studied in order to gain a better understanding in practice. In the aim of collating and producing a varied and interesting body of work which is literally a variety of theory in practice.
Collate and analyse responses from studios and graphic designers you have reached out to in regards to contemporary design practice, globalisation, influence and collaboration.
27/10/13 Use college resources archives and journals to read and breakdown essays on a very similar, or same, topic in order to gauge other peoples opinions on the future of graphic design style and practice in the face of globalisation
Produced a rough draft and written piece which is a finished draft, or a good indication of the finished draft in order to gain strong feedback and confidence in moving ahead with working and finalising written and physical elements for submission over xmas and new year.
Being to engage more with books and media in relation to Globalisation and itâ€™s effect on economy and culture, unrelated to the design scene in order to get a much better contextualised understanding.