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T H E F UT U R E SUMMIT 2016


Research & Process book Daria Solovyeva SOL12377772 BA (Hons) GMD yr. 3 Major Project The Future


Contents

Project Statement

3

Identity Big Bang Data exhibition

5

Concepts to avoid

9

Concept mind mapping

11

Sketches

12

Primary concept

14

Testing readability

14

Typography exploration

17

Identity/ Rebus Expemintation on the target audience

19

Logotype

20

Typography choices

21

Other uses

23

Information design Power in the Balance

25

Information design moondboard

27

Media

29

Desing references

30

Process/ Power in the Balance

31

Logotype animation

37

Call for action

39

Sound

40


Description of Assignment

Using a topic of choice, the objective is to design an identity for a summit entitled ‘ The Future’ held in London 11th to the15th of November 2016, and to design information for three of the six conference days, themed around the “Six critical drivers’ of global change as identified by Al Gore in his book the future. The propose of the assignment is to communicate the complex content of three drivers at a deeper level to the summit attendees, who can affect the way that the six drivers unfold.

Project statement

‘The future’ by Al Gore is absolutely inspiring master class in how to assimilate an extraordinary range of scientific facts and observations from physic to economics and everything else and how to deliver it in a way that communicates to ordinary people, not only the choices, but with a vision, the passion and inspirational ability to make us want to make act on it. With in this project I’m aiming to expand my knowledge and horizons, it gives me ability to consider the big ideas that will probably have an impact on my future life and career. As this project combines branding and information design, it meets my professional aspirations. It will help me to focus on the chosen professional future direction and create related piece of work for my portfolio.

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4

Al Gore (2013) Power in balance


Big bang data exhibition

I have started my research from visit to a new exhibition at London’s Somerset House, which explores our complex relationships with data and how it is changing the world we live in. I was amazed by completely different media approach by artist in order to showcase their works. From this point of view, Big Bang data exhibition expands my understanding of ‘media’ through which I can communicate with my audience. The show begins with installation by Timo Arnall (fig. 1 and fig.2), it offers a glimpse of the physical reality of the internet with footage from the largest data centre in Europe. Split over three screens, it shows clinical rooms and corridors eerily devoid of human life and filled with whirring fibre optic cables, servers and generators. I want to note that large scale of work communicates an incredible atmosphere of something real but at the same time virtual. Exhibition includes large-scale infographics, short films and personal art projects, which show the changing ways in which data is stored, used and generated. The majority of data, which exists nowadays, is made not by governments or scientific organizations but by ordinary citizens. A series of mixed media installations encourage visitors to think twice about the information they post online. (pp. 7-8) It was very inspirational visit

5


fig.1

fig.2

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8


fig.3

fig.4

fig.5

9


Concepts to avoid

To be honest, I did not find any inspirational identity in this field. I rather realize which concepts are better to avoid, in order to prevent identity from literality and repeating ideas from summit to summit. 1. Connecting dots (fig.3, fig.6) 3. Hexagon (6-sided shapes) (fig.4) 3. Earth icons(fig.5) The purpose is to create a successful and unique visual solution to a design problem. And draw ideas from text by Al Gore.

fig.6

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Concept mind mapping

Concept mind mapping is very helpful method for me. It allows me to organize and understand information faster and better, to generate new ideas and to see connections. I believe it helps to unlock the potential of my brain. The center of my topic is Identity, for the second main themes I consider: People (audience), number 6, Science, Summit and Planet.

Concept mind map

11


Sketches

I came across the idea to write FUTURE in a square. (See the sketch #1 on the right bottom) Thus, each letter contains the other one by one. I think, it communicates the way that each of the six drivers are interrelated with each other and make our future. By the way, I have noticed that the word FUTURE consists of six letters.

1

Sketches

12


Sketches

13


Primary concept development

I decided to develop the concept of interrelated letters, which form a square shape. It is based on the idea that each of the six drivers forms and shapes our future. Also, the word FUTURE is 6 letters. It can be interpreted as 6 letters= 6 drivers. Thus, F= Earth Inc, U= The Global Mind, T=Power in Balance, U=Outgrowth, R= The reinvention of Life and Death, E=The Edge, and together all of them is FUTURE. The sketching process is shown on the page 13, and the final sketch at the bottom. It was really difficult to comply with all the letter’s proportions to reach a square shape.

Testing readability

In order to test the readability of the primary logomark, I have asked 20 people which world is hidden in the square. Seventeen participants guessed in the first 10 seconds ( a bit too long). Other saw the words such: floor, tier, friend etc.

Final sketch

14


I also decided to consider circle shape, because it can represent out planet and global changes as a whole. The circle seems more logic. Here is my thumbnail sketch of circled future. (p.15) Later on I have moved to Adobe Illustrator for further development (p.16) The full exploration of logotype is shown on the pp. 16, 17.

Primary concept development

15


Din Pro/ Medium 37 pt

Din Pro/ Bold 16 pt

Din Pro

Din Pro/ Black

Peace Sans

Qanelas Soft

Din Pro/ Black

17


Typography exploration

The design parameters for my identity were heavy in sans-serif, all-caps typefaces. I was looking for typefaces designed between 2013 (book was published) and 2016 (summit). In this case typeface would reflect the modern days and refer the future generations to the period of 2013-2016, when ‘the future’ summit was held. My typography explorations started with FF Din typeface designed

in 1990 for German railway system. I consider this font looks very balances with logomark, but at the same time I did not want any associations with Germany. I took Din font as a reference point for further development. Other fonts shown below were designed in the period of 2013-2016, except Futura. The aim was to identify the best one in terms of it’s purpose, message, and design.

Sk-Modernist

Futura Condents/ Extra bold

Legue spartan

Coves Bold

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The logotype represents the six drivers of the future, where each letter of ‘future’ matches one driver. Each letter placed on its own ring to emphasize the different nature of each driver. However, the letters are conjoined and form a round shape, which could be interpreted as global phenomena – our shared future, our planet. Thus, it becomes the six drivers of the future. Also, the rings create a spiral, which symbolizes emergent processes and development.

Identity

The logotype has additional perspective from where the rings could be interpreted as a Dj- disk, because our future depends on how the attendances of summit will manage and affect on the way that the six drivers unfold, just like Dj turns his disk to create different music beats. Audience

My audience are The Future Summit attendees who have the power. The summit will bring together world leaners, global business, and NGO’s. I conclude that all these people are highly intellectual with a wide outlook and a well-analyzed view of the world.

Rebus

For my audience this logotype has to be a rebus, which they are supposed to reveal. The surface complexity of the logotype, supposed to stimulate interest to discover its hidden meaning. Probably, they will look twice before they will guess. This is the aim… to leave a mark in their memory and to anchor their attention.

Experiment on the target audience

I have asked my father to send just a logomark (without a type) to his work partners and friends in order to identify how long does it take for them to read the hidden word. The majority of father friends are high educated and successful people. 90 % of them including my father gave the right answer from the first time. However, when I did the same experiment with my friends, the results were different. Only 70 % was able to answer from the first time, and the other 30% requested for my help.

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F U T U R E +

Earth Inc.

+

The global mind

+

Power in the balance

+

Outgrowth

+

The reinvention of life and death

The edge

+ Global Interrelated Planet

SUMMIT 2016

T H E F UT U R E SUMMIT 2016

Logotype anatomy

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T H E F UT U R E

T H E F UT U R E

T H E F UT U R E

T H E F UT U R E

SUMMIT 2016

SUMMIT 2016

SUMMIT 2016

SUMMIT 2016

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Logotype

The Future logotype should be used in the main The Future blue.Black and white is also acceptable. When placing over photography, ensure contrast by placing over dark or light area. Word mark could not be udes with out logo.

Typography choices

League Spartan is an animated sans serif typeface that is strong, adaptable, and neat in both design and animation. I have chosen this typeface because of combination of good readability and refined animations (I consider motion graphic for information design) This makes League Spartan the perfect choice for my concept. It, also, has extensive amount of glyphs support many languages. Deigned by Micah Rich and Philip von Borries in 2014. Coves is sans serif typeface comes with two weights bold and light. Designed by Jack Harvest in 2016.

head

LEAGUE SPARTAN

ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 1234567890

supporting

Coves

ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 1234567890 ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 1234567890

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Symbol

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Symbol

The Future Symbol can be used alone. The color usage specification same as for logotype.

Color choice

Blue color was chosen as the color of prosperity, planet Earth, and infinity. At the same time blue represents seriousness, trust, intelligence, authority and understanding. C: 84% M: 63% Y: 0% K: 0%

Logotype application for each summit day. (see the bottom)

Other uses

T H E F UT U R E

T H E F UT U R E

EARTH INC

OUTGROWTH

10 NOV. 2016

13 NOV. 2016

T H E F UT U R E

T H E F UT U R E

THE GLOBAL MIND

REINVENTION OF LIFE AND DEATH

11 NOV. 2016

14 NOV. 2016

T H E F UT U R E

T H E F UT U R E

POWER IN THE BALANCE

THE EDGE

12 NOV. 2016

Other uses

24

15 NOV. 2016


Information Design

The aim is to communicate the complex content of three drivers/chapters to aid attendees’ comprehension and understanding

Power In The Balance

One of my chosen chapter is ‘Power in the Balance’ where Al Gore. This chapter explains the emergence if a completely new balance of political, economics, and military power in the world. Here are the main ideas that I allocated: -Birth of the global civilization -Power among nations is changing -China is overtaking the U.S. as the center of gravity in the global economy. -Simultaneous Globalization of information and markets -Transferring power from governments to private sectors -The emergence corporation

of

national

multinational

-The only practical way to reclaim control of our destiny is to seek a global consensus within the community if nations to secure implementation of policies. - Globalization of culture - Imposition and enforcement of standards and principles that honor and respect human values.

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26


Information design moodboard

I compiled my mood board based on the complex data visualization using different media approach, such as digital, print, interactive and exhibition. However, while focusing on my project, I have to be more specific to consider the most appropriate media for summit.

Signal Noise agency

Signal noise agency is passionate about bringing data and information to life and creating memorable user experiences. They work with clients from global fashion labels to financial institutions to help them understand and visually communicate data and content. What I like about them, that they make use of Apps. I think, it’s very versatile method to communicate with a large audience.

Media mind map

27


Adrini, A. (2016) Rial by Numbers

Pearson, D. (2013) Domestic Data Streamers

Signal Noise / Big data for big decisions

Signal Noise / Big data for big decisions

Signal Noise / Big data for big decisions

Pellegrini,v.(2015) Dawn of the nanosats

Ju, J. (2013) Window Farms: Information Design Book

Signal Noise / GlobalWebIndex

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Media

While choosing media (p. 27/media mind map), I consider two facts – appropriateness for summit and strength sides of my design skills. It has leaded me to the Motion graphics. The advantage of this media is that at the same time you can communicate to the large audience. From another perspective it will be inappropriate to use large amount of paper to produce editorial information design (for example, flyers) on the summit, which is dedicated to climate change and ecological problems. Motion graphics gives me opportunity to add sound, and visually communicate complex context. It can broadcast as a projection on the wall and on various devices. It gives me flexibility and effective communication.

Design references

My design references for motion graphics were mostly dedicated to animated infographics. It helps me to get an idea how to simplify and generalize complex contends of chapters through simple shape animation.

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Buday, R. (2012) Didot

Ershov, L. (2014) Titan Loop campaign

Red Bull (2015) Sience Behind

Thorp, A (2014) Enders Game/ Screen Graphics

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The process was divided in several parts:

Process

1.Understanding of Chapter’s content 2.Selection of main ideas 3.Sketching 4.Working in Abode After Effects 5.Sound application

Selection of main ideas

Power in the Balance

1. Transition of economic power from West to East ( China, in particular, is overtaking the U.S as the center of gravity in the global economy) 2.Globalization of media, culture, information, markets and network 3. Seek a global consensus aiming to respect human values, protect human dignity, and reflect the aspirations of nations and peoples.

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Sketch / Power in the Blance

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Scene one

- Transition of economic power from West to East ( China, in particular, is overtaking the U.S as the center of gravity in the global economy) In this scene is shown transition of economic power from U.S to China, two counties is visually placed on the scales, where China is outweighs

Circle in the center

Circle in the center plays a role of global processes; all changes are going around it. It can be also interpreted as our planet Earth.

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Scene two

- Globalization of media, culture, information, markets and network Here I was wanted to show the simultaneous emergence of Globalization. It appears on the screen as an explosion that covers all areas of life. I have chosen 5 areas: media, culture, information, markets, and network, which match 5 circles around globe. Each area is places on its own circle.

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Scene three

- Seek a global consensus aiming to respect human values, protect human dignity, and reflect the aspirations of nations and peoples. The arrows represent aims of global consensus and its direction.

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Logotype animation

First of all file containing logotype has been prepaid in Adobe Illustrator. It was important to place each shape on the separate layer in order to animate in After Effects. Also, the background for the whole composition has been designed in Ai using gradient tool and 3 colors: the main identity blue, green, and black. The logotype animation reflects its concept. Literally, our future arises depending on the decisions to be adopted at the summit. That’s why I made each letter circling around, which are at the end merge to the future, to the logotype.

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Call for action

In order to motivate and to call for action my audience, I came up with a phrase, which reflects Al Gore aims. The phase I came up is ‘It’s not about changes. It’s about making changes happen’. In addition, I believe, it will help to feel the responsibility for summit decisions.

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Sound

All sounds has been purchased from audiojungle.net I made tree versions of the audio part 1. Sound 2.

Sound+ music

3. Music The aim is to attract attention not only visually, but also aurally. It will help to increase understanding of content and impression in general. Please, use a provided USB to view.

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Gore’s 6th driver in “The Edge” describes the tipping points and breakdowns now driving us to breakthroughs in all these scientific and technological fields as well as the crucial shifts to low-carbon economies based on efficiency and renewable energy, new materials and resource reuse. I decided to focus on the problems, which causes the emergent of changes.

The Edge

Here is a scope of my finding: - Accelerating momentum of Earth. Inc., the rapid growth of destructive recourse –consumption patterns, the absence of global leadership, and the dysfunctional governance in the community of nations have all combined to produce flows of pollution that are seriously damaging the integrity of the planetary climate balance that is essential; to the survival of civilization. Relationships between humankind and ecology In a relation of climate change, there is the perspective Extinction of 20-50% of all the living species, The assault on the largest and most important forests in the world, The acidification of the oceans, d Depletion of important fish species. Imminent loss of coral reeds.

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Here is primary concept for motion graphics.

Sketching

It’s devided in 3 main parts. -Climate crisis and its reasons -As a result the occurrence of changes in the Earth’s atmosphere, that lead to the global warming -The consequences

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Climate crisis and its reasons.

Scene one

For this scene I have identified 4 main reasons of climate crisis: 1.Accelerating momentum of Earth Inc. 2.Dysfunctional governance 3.Absence of global leadership 4.Growth of destructive resource consumption patterns In order to represent the climate crisis, the globe color turns from white to dark grey. Also, it brings the mood of dirtiness and pollutions.

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The second scene is the logical continuation of the first one, where climate crisis leads to emergence of atmosphere changes. At the same time, atmospheric changes cause global warming.

Scene two

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Here I explained the consequences of climate change stated by Al Gore. There are 5 main consequences, each are placed on the round and highlighted one by one. The circles represent the decrease of it’s percentage.

Scene three

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London, 2016

Research & Process Book  

Major Project The Future

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