Daigle Process Book

Senior Capstone Process Book Spring 2020

Table of Contents the Proposal

4

the Paper

8

the Process: the Brand

22

the Process: the Collateral

60

the Final Look: the Brand

114

the Final Look: the Collateral

118

____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________

3

the

Proposal

5

Concept

Purpose

_______________________________

_______________________________

A branded museum exhibition of the history of the circle through 4 major themes of birth, life, love, and death and how it translates into today. So there will be the branding of the exhibition itself and the publication of the pieces within the exhibit.

To learn, to know that knowledge is the true treasure as people have believed in for thousands

How

of years before us.

Style Choice & Icons

_______________________________

_______________________________

Through mediums of posters and some physical objects themselves that is the subject of the posters. Take aways will include the exhibit’s branding system on stickers, button pins, t-shirts,

The icons associate with the themes. The icons are the Ouroboros (snake eating its tail or coming out of its mouth), the Phoenix, the Flower of Life, the Vitruvian Man, the Golden Ratio, the Circle and the Dot (Ra the sun god), the sun, wedding rings, the wheel to wheel barrel, the shopping cart, the noose, the Salem witch trials, the Golden Age of Pirates, and the death sentence. While these seem like a random bunch of icons, they each connect to a theme and work their way down through time.

The style is inspired by ancient Egypt but done in a cleaner, more modern way. For example the colors will be just as vibrant as the Egyptians, but the line work of the illustrations will be more fluid than rigid. The sketch style is also aiming to be influenced by the textures of the Salem witch trial

posters and brochures.

Colors _______________________________ The palette is derived from the Egyptian color palette. There are six colors: red (in egyptian: desher), green (wadj), blue (khesbedj), yellow (kenit), black (khem), and white (hedj)

newspaper like drawings.

Audience

Remaining Explanation

_______________________________

_______________________________

This “exhibit” is for people of all ages. It is a place where kids (elementary through college) can learn outside the classroom. Adults can come out of

What makes this project appropriate for this project is its educational nature.

One can never know too much or “have enough learning”, it is as endless as the circle itself. This topic also shows an appreciation for history which I feel is important to design given design is all about the now. As previously stated, this is a cross between branding and publication, and collateral will be included. The web aspect will include an ad campaign to promote the soon to open exhibit. Emails might be added, they can be good collateral for the email art newsletter subscription crowd.

This project contributes to my personal growth as a designer by taking on bigger responsibilities. Capstone teaches you to push yourself and your work into expansion. Expansion is want potential employers want to know about you as a designer and capstone is a test to that.

This project can strengthen areas that need improvement like research, to have done it thoroughly to know exactly what you are designing and why. It is always about the why and that is what my capstone is proving through its topic.

Why the circle is what it is, and was.

curiosity to refresh the memory.

Competition _______________________________ This exhibit is unlike any other because pulling together math and history about one shape to then create an entire subject on is unique.

Road Blocks _______________________________ For me it lies with the actual physical exhibition of my project but that is to not be thought about right now. So other than that, I feel pretty clear about my direction and what I need to design to translate a clear history and connection between the circle and major life themes and its translation from the past to today.

7

the

Paper

9

The Concept

_____________________________________________________ The Brand: A logo is a graphic emblem that assists in the public promotion of identification and recognition of a product or a service. So in design, the logo is the introduction. In this case, the logo is an introduction to a museum exhibition which is why the aforementioned logo is of a circular context. A circle represents things that create a sense of completeness. “Circles are still symbolically important today. They are often used to symbolize harmony and unity” (Howard 1). There is a certain harmony in place when it comes to these themes of birth, life, love, and death within a circular motif.

The symbolism of the circle goes as far back as the Mesopotamia period but first recognized by the Egyptians. Specifically, a fifteenth-century mathematician scribe, Ahem, the earliest contributor to math whose name is known. The Greeks considered Egyptians the inventors of geometry. Geometry is a base of design because that is how grids formed like the golden mean. Along with squares and triangles, circles are the basis of polygons meaning they form more creative and attractive results. Shapes are a big component in graphic design. Humans see shapes before details. Shapes can either hurt or please the eye. In design, there is psychology and the reason behind every choice. So due to the geometric and psychological definitions of a circle were meanings for birth, life, love, and death formed culturally. Circles are a universal symbol with extensive meaning.

The circle is a grandfather to design. It has been prevalent through numerous designers work but specifically more so in Josef Müller-Brockmann's work. He moulds circles within a grid allowing depth and negative space to shine through a 2D shape. He is the inspiration of this Swiss, minimalistic design showing circular motifs are successful in real-world applications.

Brockmann mainly works with circles in poster formats through illustration mediums but the circle applies beyond that. Not only is it applied in illustrations but also logos, patterns, typefaces, and shapes. Circles figuratively and literally connect the old and the new, how styles have changed but the elements have remained true. Rather than focusing on circles in their entirety, there is a lens placed over the elements of design instead. Elements like color, type, and picture treatment have gone round and round for decades always a constant with everchanging styles.

“Grids, sans serifs, and photos—oh my! Swiss Style has made its way around the world and continues” (Budrick 1) back around again. Swiss design or more formally known as the International Typographic Style is all about grid-based design. Grid-based design is a cornerstone in general but even more appropriate given the circle has helped make the grids.

Grids enable a certain clarity, and legibility that without would lead to disorganized design. A grid distinguishes a clearly defined hierarchy which in turn helps the reader know the order in which to digest the information. Another cornerstone of Swiss design is the type. In taking away the ornamentation can the reader also learn as opposed to simply admiring the work.

The Type: The display type is a combination of Gill Sans and Avenir. Gill Sans "was initially recommended for advertising and headline use" (Challand 1). An existing world example is the London Underground. The real-world application proves the typeface harmoniously work unites with circular shapes. Gill Sans is a modern, sans serif, service industry typeface that is legible so it can relay information people.

Avenir is also a san serif. It is one of two types of typefaces, sans serifs and antiqua. "Antiqua is that of a softer and rounder typefaces for poetry and literature. Sans Serif is that of a sober, clear typeface for signage and information" (Osterer and Stamm 333). Just like Gill Sans, Avenir is a geometric typeface as well "there is a harmony that is much more subtle" (Osterer and Stamm 337) but still modern.

Both typefaces, however, are of the humanist group. A humanist sans-serif typefaces are distinguished by the ubiquity of the hand and having a more organic composition. The combination of these typefaces allows the history of the context and the swiss of the design to coexist gracefully. By these typefaces following a grid of their own does the logo then repeat itself along a grid by stacking collectively to create a professional, corporatized aesthetic appropriate for a museum.

The Advertising: Newsletters are meant to inform the masses with current developments of the topic they subscribed to know more about. By designing the content in proper hierarchical order can the audience notice the topics like news updates on exhibits coming to a museum near you, special promotional offers for museum-goers and/or art lovers, and possible participation in upcoming events put on by the museum. Newsletters help connect the exhibit to the people. Graphic design helps to emerge people into an exhibit.

Not only are they taking in information but are a part of the exhibit themselves because design helps create relatable themes. So by extending the exhibit onto an online campaign can a museum increase the connections. Some might even say newsletters can keep one in the loop.

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A social media campaign further echoes what newsletters do. For those unaware or unsubscribed are also included. Exhibitions are meant for the masses so the more people it can reach, the better. The wider target market concedes the design to center around the exhibit, the service, than the people. In other words, to visually inform and entice is the number one objective instead of catching a selective group's attention. So to market the design of the social media campaign properly, the design must meet some marketing goals. Goals like engaging “social interaction, information seeking, passing time, entertainment, expression of opinion, and information sharing� (Whitings and Willians1). So this is why the campaign covers three of the major platforms including Instagram, Twitter, and Facebook. So the combined above reasons express why the newsletters and social media campaign are similar to the exhibition posters. Its aim is to bring those posters to the outside world. The campaign itself creates a mini version of the overall brand to assist the audience in recognizing their curiosities in hopes of ultimately getting them to the end result, an exhibit in this case.

The Exhibit

_____________________________________________________ The Posters: To reiterate, any successful exhibition has graphic design involved within.

Use of the design in an exhibit is vital, not only does it organize the flow and a focus of the content, it can turn the exhibit into a themed environment. “Instead of placing your visitors in the role of casual observers, you can immerse them in the experience. With the right environment, they will feel like active participants in history.� (DesignShop1) So by having a graphic designed exhibit are the viewers not only encircled in the flow and focus of the history of the circle but its theme as well. Instead of a thousand-year-old sculpture, that is what these posters are for. These posters are headliner introductions to the main themes within the exhibit than they are a call to action advertisement. To preview the content controls the traffic of the crowds within each section as well as further enticing the viewer to pick up a pamphlet to go more in-depth with the information at their own pace.

These posters include the Gill Sans typeface as the header and Avenir as the content type, further promoting the required legibility to educate the curious viewers. Each section has a color associated with a theme which appropriately follows the symbols of circles past.

However, all the posters are reiterating the same grid to keep unity and harmony among the different topics.

The Image Treatment: The treatment of the images are of a bitmap threshold nature meaning by replacing the traditional image aesthetic with this textured one, there is a more modernist and dynamic style in place. This style enables a texture to be formed giving depth to a flat plane a traditional photo would not. The image treatment also allows the colour psychology association and the theme to shine through enhancing their shared meanings.

Since the posters are exhibit bound, and cannot be taken away but the audience still lives in a consumer society there are takeaways. The postcards are a more direct visual takeaway as opposed to the pamphlets. Postcards are a way for people to take their favourite theme home. Now, whether they prefer to add it to a college or mail it, they are still spreading the brand further out into the public, helping it become known which is how they relating to the newsletters and social media campaign.

The Colors: These circular symboled themes all originate from an earlier point in time.

The Egyptians are the main originators of colour psychology and these symbols which is why the design follows their original pairings. Graphic design pulls information and meaning from

13

the outside world to help influence their design, especially from psychology since the goal is to communicate with other people. Which is the reason the colour palette is derived from the Egyptian one. The four colors are red (desher), green (wadj), blue (khesbedj) and yellow (khenet), with accent colors of black (khem), and white (hedj).

Blue was the color of the heavens and water. More importantly, blue represented rebirth. The Egyptian symbol for rebirth was the Ouroboros. The Ouroboros is a snake in the shape of the circle. One half of the meaning is the snake is coming out of its mouth which represents new life. The other is the snake eating its own tail representing death. In pop culture today, thanks to Harry Potter, people associate a symbol of rebirth with a Phoenix. A phoenix is born again out of the own ashes from which it died. From Ouroboros to the phoenix, the symbol may have changed but the meaning of rebirth is still the same. Both of these symbols are created in circular natures because of their definitions, an end is a beginning, forever repeating itself.

Green represents new life, growth, vegetation, and fertility. A person doing "green things" was beneficial. The Flower of Life symbol represents the same things the color green does.

The Flower of Life is a circular pattern created from a grid that historically represents a visual expression of the connections of life that run through all sentient beings. In symbolizing creation, it reminds humanity of the unity underneath everything. Everything is built from the same blueprint.

The oldest known depictions of the Flower of Life were found in the Temple of Osiris in Egypt that dates back more than six thousand years ago. Recent research shows it could not have been made earlier than 535 BC. This is a grid artists have designed from centuries.

For instance, Leonardo da Vinci further studied the Flower of Life and its mathematical properties. He drew inspirations from the symbol when creating his Vitruvian Man as well as deriving the five platonic solids (tetrahedron, the cube, the octahedron, the icosahedron, and the dodecahedron), and Golden Ratio. All are elements designers use in present time.

Today you can find the Flower of Life in use on a sphere under the paw of a guardian lion in the Forbidden City in Peking, China. It is because of the Flower of Life we are able to create elements that are foundational to a designer's tool kit. Elements like compositions, negative space and layouts which are relevant to this capstone project as well.

Another Egyptian symbol representing life is the Circle and Dot. This symbol is in relation to the Eye of Ra, a sun god. The sun has been of circular nature since the big bang while also in use for cross-referencing time. The sun is a living thing with its own life span. Why is the Sun round? Large space objects are round because they formed and collapsed under the force of

their own gravity. As material collapses on itself, the most natural, efficient shape to form is a sphere.

The Circle and Dot is a quite literal representation of time, from day and night and season to season, time cycles with the sun. Functions that are stuck in bringing humans a new year to a year's end, over and over until the sun collapses on itself completely. A concept humans have been able to organize due to the Mayans into what is now known as a calendar, or a wristwatch or a clock. This Egyptian symbol has influenced the design of everyday objects people use which in turn influences design. The graphic design industry pulls from its social surroundings. This is how designers are able to create iconography, much like the ones chosen for this exhibit, that all can identify with.

Yellow symbolizes the eternal and indestructible much like the theme of love which has been and is represented by the wedding ring. Following suit, the wedding ring also originated in Egypt. Before rings were gold, they were braided rings of hemp or reeds. The ring was placed on the fourth finger of the left hand because it is believed a vein connects from that finger to the heart. Today, wedding rings are the diamond-encrusted investments one thinks of. As the economy and resources have modernized through time, allowing the uses of metal, the meaning as remained the same. Since the first band was braided, the ring symbolizes love. It is also a public symbol of an agreement to devote and, respect. So even though the rings started out as green, they are more so associated with yellow color gold today.

Roy Baumeister and Mark Leary argue that the need to belong is a fundamental human need. Much like interlocking circles that represent strength and solidarity, when two become one. The claim is that human beings are "naturally driven toward establishing and sustaining belongingness� (Baumeister and Leary 1). So psychologically, a sense of belongingness is crucial to humanity's well-being which was all compressed down into a gold band. In other words, a circle can hold a heart and mind in the same hemisphere. The circle is much like a wedding vow, infinite.

In its negative context of anger and fire, the color red became associated with the Egyptian god Set, who was the personification of evil and darkness. A person filled with rage was said to have a red heart, a heart that can kill. The noose has been a form of capital punishment since the fifth century when hanging was introduced to Britain by the Germanic Anglo-Saxon tribes. The gallows were an important element in a Germanic culture which is how it then trickled down into seventeenth-century America and England.

In America, the noose was infamous during the Salem witch hangings. The witch trials came to

15

light when the belief that devil worshipping practices gave certain humans the power to harm others in return for their loyalty. Witch hangings had emerged as early as fourteenth-century Europe then widespread into colonial New England. What people took as magic was natural selection and adaptation. The truth was the harsh realities of life in rural Puritan communities like Salem. People were suffering from the after-effects of a British war with France in the American colonies where a smallpox epidemic broke out. Those that were "bewitched" were suffering from fungus ergot, fungi that grew on rye, and wheat. Symptoms from ingestion included delusions, vomiting and muscle spasms. On top of which there was a fear of attacks from neighboring Native American tribes. The combination of these hardships fueled the tensions that prompted the Salem witch trials that caused suspicions and resentments between the neighbors and outsiders.

In England, there was the Golden Age of Piracy. It was a common period of maritime piracy which significantly factored in the histories of the Caribbean, the United Kingdom, Indian Ocean states, North America, and West Africa. This and the successful Pirates of the Caribbean franchise is how pop culture has come to associate hangings with pirates as well as witches. The two events in history were also simultaneously happening across the Atlantic Ocean.

The noose had remained the primary form of killing until about 1890 but it was not until January 25 1996, it becomes illegal. Today, "hanging" is now injected into the veins in liquid form creating the same suffocating effect not lasting nearly as long or painful. It is because of this history, a color as simple as red has become filled with passions. Red can be interpreted in numerous ways in design which is why the psychology and reasoning must be behind the visuals created. So red paired with a symbol of death signifies the end, where a new circle will begin. That is the circle of life.

The Collateral: While a museum’s main purpose is education through varying exhibits, it is also an experience. In today’s capitalist economy, experiences are often paired with a gift shop when the occurrence has come to an end. A museum is also a business. It is this exact nature of the economy paired with an educational business does it inspire standard collateral people would commonly buy at the end of a featured exhibit. The collateral would feature tokens like stickers, button pins, t-shirts, and totes. Much like the postcards, this is something else the audience can bring home. By having alternate avenues of purchase does one feed the massive target market. The stickers, button pins, t-shirts, and totes all have their different functions and appeals. The collateral designs speak more to the exhibit that its

sections, the image choices are speaking more to the circle as a continuum, something that is knowledgeable yet intangible but available from $12.99 at the end of your tour. A concept for the ages.

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The Conclusion

_____________________________________________________ To sum up, the history of the circle is prevalent in today’s world of design. The history, psychology, and math behind this shape enable infinite possibilities. While the aesthetics of a circular symbol certainly change with time and outer world influences, the universal meaning has not. This is the reason how people can communicate from past decades to today. Not only can knowledge transcend through times, but symbols are also how people can interact without words. To interact without words is a big point of graphic design which is why logos are as essential as the brand identities and information themselves.

The blending of history, math, and psychology that have bettered design into the prestigious field it is today. It is the common themes of birth, life, love, and death that aid the meanings within the design into successfully relaying the content to the customer in the proper context. Shapes are never just shapes. A shape is a symbol and that is the difference between a pretty aesthetic and visual communication. Just like a museum, design's purpose is education and communication.

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Works Cited

______________________________________________________ Print Barnard, Malcolm. Graphic Design as Communication. Routledge Taylor & Francis Group, 2005.

Baumeister R. F., & Leary M. R., The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117, 3rd ed., pg.497-529. 1995.

Duff, Charles. A Handbook on Hanging: Being a Short Introduction to the Fine Art of Execution. History, 2011.

Osterer, Heidrun, and Philipp Stamm. Adrian Frutiger - Typefaces: the Complete Works. 2nd ed.,Birkhäuser, 2014.

______________________________________________________ Online “10 Tips for Museum Exhibit Design Success.” DesignShop, 22 Mar. 2019.

Andersen, Margaret. “What Is Graphic Design’s Place in an Art Museum?” Eye on Design, 23 July 2019.

Ben-Zeév PhD, Aaron. “Why We All Need to Belong to Someone.” Why We All Need to Belong to Someone, Psychology Today, 11 Mar. 2014.

Blumberg, Jess. “A Brief History of the Salem Witch Trials.” Smithsonian.com, Smithsonian Institution, 23 Oct. 2007.

Brown, Geoff, et al. “Circle.” University of Michigan, 2001.

Budrick, Callie. “Swiss Style: The Principles, Typefaces & Designers.” Print Magazine, 12 Feb. 2020.

“Ceiling of the Sistine Chapel (Article).” Khan Academy, Khan Academy, 2020.

Challand, Skylar. “Idsgn (a Design Blog).” Back to Idsgn (a Design Blog), 1 Oct. 2009.

Charchar, Alex. “Good Designers Learn From History.” Retinart.

Dilenschneider, Collen. “10 Reasons to Visit a Museum.” Colleen Dilenschneider, 31 July 2009.

Erstad, Will. “The Graphic Designer’s Guide to the Psychology of Color.” The Graphic Designer’s Guide to the Psychology of Color | Rasmussen College, 17 Jan. 2018.

“Flower of Life Meaning, Origin, Application, Effect.” Flower of Life, 2016.

“Geometry and Logo Design: What Shapes Say to Your Customers.” The Logo Company, 31 Jan. 2017.

“Hanging.” Methods of Execution: Hanging, Michigan State University Comm Tech Lab and Death Penalty Information Center, 2004.

Howard, Jill. “Circles, Circles Everywhere.” NRICH, University of Cambridge, Feb. 2011.

Magher, Maria. “Symbolism of Circles in Egyptian Religion.” Education, 29 Sept. 2016.

New York Film Academy. “What Is Color Psychology and How to Use It in Your Graphic Design.” Student Resources, 3 May 2019.

O’Connor, JJ, and E. F. Robertson. “Ahmes.” Ahmes (1680 BC - 1620 BC), School of Mathematics and Statistics University of St Andrews, Scotland, 1997.

O’Connor, JJ, and E. F. Robertson. “An Overview of Egyptian Mathematics.” Egyptian Mathematics, School of Mathematics and Statistic University of St Andrews, Scotland, 2000.

Stratos, Anita. “Tour Egypt.” Breaking the Color Code, 2014.

“The Calendar System.” Sun, Corn and the Calendar, Smithsonian National Museum of the American Indian, 2020.

Whiting, A. and Williams, D., “Why people use social media: a uses and gratifications approach”, Qualitative Market Research, Vol. 16 No. 4, pp. 362-369. 2013.

21

the

Process

the

Brand 23

But first...

Brief Explanation of Project:

______________________________ The history of the circle is as long as Earth’s lifespan so to narrow it down I made it more relatable through the humane themes of birth, life, love and death & how all relate back to the circle through history to today.

What is Designed:

______________________________ Branding System/Identity Stickers Button Pins Informational Brochure T-Shirts Social Media Ad Campaign Newsletter emails Postcards Posters

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Inspiration

27

Color (initially)

29

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