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MAJOR PROJECT VISUAL STORY


© 2012

BY JASPRIYA SAHMEY

THIS IS A MAJOR PROJECT VISUAL SUMMARY COMPILED DURING THE MA GRAPHIC BRANDING AND IDENTITY COURSE UNDERTAKEN IN LONDON COLLEGE OF COMMUNICATION, 2012.

PRESENTED BY: JASPRIYA SAHMEY SAH11350480 FINAL MAJOR PROJECT : VISUAL SUMMARY MA GRAPHIC BRANDING & IDENTITY 2012 LONDON COLLEGE OF COMMUNICATION

PRINTED IN LONDON


INDEX This visual summary describes the journey of the visual methodology and experiments undertaken for this project.

PRELUDE 01 Phase

CONTEXT:FAKE

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02 Phase

MATERIALS PATTERNS

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51

03 Phase

HUMAN ANATOMY

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04 Phase

TONE OF VOICE

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LIST OF ILLUSTRATIONS BIBLIOGRAPHY

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PRELUDERESEARCH JOURNEY

Reality

This is a visual diagram of the journey undertaken for the development of this project.

Distortions of memory on the digital platforms

Starting point

Sensorial

Memory

Techniques in branding

Types of memory Forms of memory

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Digital platforms to store memory


Fakery & its applications L RA

NE

GE

Fake & Honest projections on digital platforms

Enhancements Extensions ED US

FOC

Prosthetics & Cosmetics

ED US OC EF

R MO 7


GE NE R

AL

Fakery & its applications

FO

CU SED

Enhancements Extensions

MO R

EF

OC

US ED

Prosthetics & Cosmetics

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EXPLORATIONS IN FIELD OF STUDY Metaphorical tools of fakery Fake lashes Fake tan Hair colour Cosmetics Fake behaviour Fake materials (Fur, leather) Fake spaces Replicas Simulations Moth behaviour

Surgeries Cosmetics Silicon enhancements Super human extensions Virtual world

Positive and negative fakery Types of prosthetics

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01 Phase

FAKE Defining the meaning of fakery and its applications.

WHAT IS FAKE? RESEARCH QUESTION FAKERY EXPERIMENTS VISUAL EXPLORATIONS


Bogus Sham Phoney

Fraud

Fake

Wangle Misinterpret Manipulate Falsify

Juke

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Pseudo False Faux Simulated Imitation Pretend

Fudge

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Counterfeit Forge


WHAT IS FAKE?

Fake is not real; it is a copy of the real. According to oxford dictionary, fake is an imitation or counterfeit. As a noun, fake is a thing that is not genuine, a forgery or sham or a person who falsely claims to be something. As a verb it is to pretend to feel or have (an emotion, illness, or injury) or to make (an event) appear to happen. Fakery is the noun, a derivative from fake. It also relates to forgery, deception, pretense and cheating. The whole meaning is projected as a negative term. However the semantic suggestion does not justify the functional value of fakery. In this project fakery is established as a positive tool.

01 PHASE

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RESEARCH QUESTION

Can fakery become a positive lifestyle? Fakery is associated with a negative feeling. The term ‘fake’ according to the oxford dictionary is imitation or counterfeit. This very fact gives fakery a negative implication. This research question aims to objectify that a fake representation or a concept can become a positive attitude. It can be presented as a trend or a lifestyle. Lifestyle is the way in which a person lives. A set of attitudes, habits, or possessions associated with a particular person or group. These could be regarded as fashionable or desirable lifestyle.

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01 PHASE

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Cosmetics

Fakery

Enhancement

RELATED CONCEPTS 16

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Extensions


Copying celebrities is a common trend.

Props like fake moustaches add to faking.

Fake nails, make up are some enhancement tools.

01 PHASE

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TOOLS OF FAKERY High heels, push up bras, wigs, extensions, fake nails, cosmetics are few very common examples women use to accentuate their looks.

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01 PHASE

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MAKEOVER EXPERIMENT

This experiment was undertaken in unit two with an intention to test the platforms which are used to fake looks.

It is a key point to understand that faking is an easy with digital means.

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It is done by an online application “Daily make-overs’. Its shows the possibilities of fake aspects one can add into their looks.

The application traces the anatomy of your face. Its easy to choose skin color, make up of any kinds and celebrity hairdos.

01 PHASE

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ENHANCED SUPERHEROES/ SUPERHUMANS

Fantasy superheroes like Superman, Spiderman. They are examples of enhancement.

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01 PHASE

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Cosmetic enhancements can boost self esteem for somebody. In effect, it is not negative. 24

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The famous movie ‘Avatar’ by James Cameron. The concept was about a fake world. In the movie, Jake Sully, the protagonist, gets an opportunity to relive his life with limbs again. In his life on earth he is disabled, and his avatar lets him feel complete again. This is positive fakery and yet a turning point in my research.

01 PHASE

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FAKE LIMBS, PROSTHESES, VERY POSITIVE

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01 PHASE

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SPORTS & PROSTHESES On the left: Oscar Pistorius in Paralympics, London 2012.

01 PHASE

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HOW THEY WERE BEFORE? 30

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01 PHASE

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TYPES OF PROSTHESIS This is a chart based on all the research gathered on prosthesis.

Based on

LIMBS

TECHNOLOGY

LEG ABOVE THE KNEE (AK) BELOW THE KNEE (BK) ARM ABOVE THE ELBOW BELOW THE ELBOW

MICROCHIPS THE C-LEG AFFORDABLE ADAPTABLE FLEX FOOT FAST ROBOTIC LIMB SOCKET DEVELOPMENT TRANSHUMANISM

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MATERIAL

BODY PARTS

PVC CARBON GRAPHITE STEEL WOOD TITANIUM COATED CARBON FIBER PLASTIC SILICON METAL

ARTERIES BLOOD EYES SKIN LIVER KNEE FINGER NOSE VOICE BOX PENILE LUNGS KIDNEY DIALYSIS TEETH DENTURES FOOT FLEX FOOT HIP SOCKET DEVELOPMENT EARS HEARING AID HEART VALVE BIOLOGICAL XENOGRAFT ANIMALS PIGS COWS HORSES MECHANICAL CAGED BALLS TILTING DISCS BILEAFLET

FUNCTION ENHANCEMENT REPAIR MOVEMENTS MYOELECTRIC BODY POWERED PERFORMANCE SPEED STABILTY SUPPORT EFFICIENCY DURABILTY CONTROL COGNITION

01 PHASE

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PROSTHESIS AS NEW AESTHETIC AND A LIFESTYLE Design, precision and trend.

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01 PHASE

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THE CHANGE 36

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01 PHASE

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02 Phase

MATERIALS Tactile explorations on the subject.

MANNEQUIN & THREAD FOIL, BUTTONS, PLASTICINE, FOAM & WIRE PAPER ROTATOR VISUAL REFERENCE


MANNEQUIN & THREAD

A simple experiment with a thread wrapped around a mannequin limbs.

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02 PHASE

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MANNEQUIN, FOIL, BUTTONS, PLASTICINE, FOAM, WIRE

Various combinations of materials in order to create prosthetic limbs.

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02 PHASE

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PAPER ROTATOR

Paper attached to paper with a thread in a way that it rotates.

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02 PHASE

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Above: Cupcake wig. Representing fakery in an artistic way.

Photographs from Rokoko-Mania September 2012. Design Museum, Denmark.

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02 PHASE

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MASKS, WIGS, PROPS, GLASSES, MOUSTACHES

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Various tools representing fakery.

02 PHASE

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PATTERNS Inspired from human body parts like eyes, teeth, limbs.

01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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01 PHASE

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03 Phase

HUMAN ANATOMY Experiments based on prosthetic technology and human body.

PROSTHETIC FASHION SKETCHES VITRUVIAN EXPERIMENT BODY FORMS & STYLES


HOW CAN FAKERY BECOME POSITIVE AND HOW CAN IT BE ADOPTED AS A LIFESTYLE CHOICE?

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Fashion illustrations reference as a starting point to create prosthetic fashion.

On left: Designer approaches to prosthetic limbs.

03 PHASE

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FASHION EXPERIMENTS I worked on some textile and clothing designs which are inspired by prosthetic technology.

Above: Prosthetic leg stockings. On the right: Arm sleeve design.

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Fashion stockings inspired by prosthetic technology.

03 PHASE

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Denims with printed graphics

On the right: Arm and leg sleeves, skins.

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03 PHASE

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PROSTHETIC

All these are hand-drawn sketches of styles for a clothing brand that can become a fashionable platform of prostheses. A brand which is for everyone, not just the disabled. 82

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STOCKINGS

These styles did not work as I needed a much more engaging visuals for the brand.

03 PHASE

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VITRUVIAN EXPERIMENT This experiment is based on human anatomy drawings. Da Vinci’s Vitruvian man is a drawing from the 14th century. It displays symmetry, and the ideal human proportions. In this experiment I replaced the leg with a prosthetic limb with an intention to create disorder and asymmetry.

On the left: Oskar Schlemmer’s Man drawings. Schlemmer was a German designer associated with Bauhaus school in 1923.

On the right: My experiment with Da Vinci’s ‘Vitruvian’ man.

03 PHASE

85


FLUID BODY FORMS

Another experiment to create a unique body form which is not a closed shape. It represents imperfection. The idea behind this style is to create a new aesthetic for human anatomy, as an outcome. As an outcome this brand could develop new aesthetics which are based on fake.

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03 PHASE

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CURLY BODY FORMS

These are sketches done in order to identify various means of projecting a body form. The style is developed in the final brand resolution.

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03 PHASE

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Real photo graphs superimposed on the curly drawings of human bodies.

03 PHASE

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BODY FORMS WITH TOOLS

Another approach to create a style in order to depict human body.

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03 PHASE

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04 Phase

TONE OF VOICE All the experiments are undertaken to discover an engaging brand language, logotype and visuals.

LOGO EXPERIMENTS THE ‘k’ EXPERIMENT THE ‘AWKWARD’ TONE FINAL LOGO, COLOR CAMPAIGN EXPERIMENTS


LOGO EXPERIMENTS

Fake

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FAKE


On the left: Initial iterations of the logo. Above and right: Experimental imagery and discovering visual language for the brand.

04 PHASE

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THE ‘k’ EXPERIMENT

The ‘k’ in the ‘fake’ is supposed to be a different limb. This was done to create a unique look for the logo.

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04 PHASE

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THE ‘AWKWARDNESS’

I tried another approach to the brand which looked awkward. It was intentional to make a point of difference.

‘fake’ with different legs.

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Peeled off fake. Inspired by Oded Ezer’s works.

04 PHASE 101


Melting ‘fake’ Created in order to give it fluidity.

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Curly ‘fake’ Based on initial drawings.

04 PHASE 103


FINAL LOGO

CAMPAIGN ‘YOU WANT’

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Pantone C 0

R 243

M 35

G 166

Y 100

B 29

K 0

Pantone C 0

R 57

M 0

G 56

Y 0

B 57

K 93

Pantone C 0

R 109

M 0

G 110

Y 0

B 113

K 70

04 PHASE 105


CAMPAIGN EXPERIMENTS

Logo and campaign juxtapositions with various typefaces.

you want it

you want it 106 MAJOR PROJECT VISUAL SUMMARY


you want it

you want it

you want it

you want it

you want it

you want it

you want it

you want it 04 PHASE 107


‘YOU WANT FAKE’CAMPAIGN DESIGN

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The campaign has the scope to develop as many style. The mission is to make ‘fake’ as a desirable lifestyle. The final resolution of the project, the visual language of the brand and the campaign are described in the major project report.

AT&T

12:34 PM

Billboards, Phone apps, website examples.

04 PHASE 109


LIST OF ILLUSTRATIONS Web (2012) Fake painting. [online image]. Available at: http:// www.freakingnews.com/Fake-Art-Pics-35397.asp [Accessed 23 October 12]. (2012) Fake Chanel. [online image]. Available at: http:// wheretoget.it/look/10873 [Accessed 28 October 12]. (2011) Prosthetic fashion. [online image]. Available at: http://www.vigilantfashionista.com/sculpturalprostethics-art-meets-fashion/ [Accessed 23 October 12]. (2011) Tattoo art.[online image]. Available at: http:// imgace.com/pic/tag/wood-carving-tattoo-on-leg/ [Accessed 23 October 12]. (2009) Sexy arm.[online image]. Available at: http://www. switched.com/2009/02/10/immaculate-prosthetic-armmakes-prosthetics-sexy/ [Accessed 23 October 12]. (2012) Artificial toes .[online image]. Available at: http:// medgadget.com/the_good_old_days [Accessed 23 October 12]. (2012) Wooden leg.[online image]. Available at: http:// pinterest.com/luamedia/mcqueen/ [Accessed 23 October 12]. (2009) Prosthetic arms. [online image]. Available at: http://www.dailymail.co.uk/sciencetech/article-1158869/ Pictured-Amazing-online-exhibit-takes-eyeball-eyeballmedical-curiosities-past.html [Accessed 23 October 12].

at: http://anatomyandart.com/blog/?tag=prosthetics [Accessed 23 October 12]. (1999) Artificial bird cage leg .[online image]. Available at: http://www.sciencemuseum.org.uk/broughttolife/ objects/display.aspx?id=5806#TB_inline?height=250&widt h=450&inlineId=glossary_1636 [Accessed 23 October 12]. McCormick, L. (2012) Bespoke innovations. [online image]. Available at: http://www.nochintz.co.uk/blog/category/ nochintz-loves/ [Accessed 23 October 12]. (2012) Girl in swimming pool. [online image]. Available at: http://www.trenddelacreme.com/2009/02/brace-yourself. html [Accessed 28 October 12]. (2009) Half leg. [online image]. Available at: http://www. pcrf.net/doctors-at-aultman-hope-to-help-iraqi-girl-walkagain/ [Accessed 23 October 12]. (2011) Glasses. [online image]. Available at: http://www. danielfootwear.com/blog/2011/02/american-apparelsoph-glasses/ [Accessed 23 October 12]. (2009) Robot. [online image]. Available at: http:// www.webdesignerdepot.com/2009/09/35-futuristicillustrations-of-robot-art/ [Accessed 23 October 12]. (2009) Avatar movie poster. [online image]. Available at: http://www.filmofilia.com/avatar-poster-online-10235/ [Accessed 23 October 12].

(2012) Prosthetic leg. [online image]. Available at: http:// www.tuvie.com/tag-heuer-prosthetic-leg-by-koo-ho-shin/ [Accessed 23 October 12].

(2012) Superman, Spiderman poster. [online image]. Available at: http://fiz-x.com/superhero-minimalistposters/ [Accessed 23 October 12].

(2007) Prosthetic arm with feel. [online image]. Available at: http://sciconrev.org/2007/02/prosthetic-arm-with-afeel/ [Accessed 23 October 12].

(2012) Oscar Pistorius. [online image]. Available at: http://www.bbc.co.uk/sport/0/olympics/18911479 [Accessed 23 October 12].

(2012) Magazine cover. [online image]. Available at: http://www.intramuros.fr/magazine_intramuros_magazine. php?PHPSESSID [Accessed 23 October 12].

(2012) Bionics. [online image]. Available at: http:// feastbowl.wordpress.com/category/museum-departments/ science-and-technology/ [Accessed 23 October 12].

(2010) Open Prosthetic Project. [online image]. Available

Pure hair. (2012) Fake Advertising. [online image].

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Available at: http://purehairnz.blogspot.co.uk/2012/04/ more-fashion-photography.html [Accessed 22 October 12]. Nebris. (2012) Prosthetic couture. [online image]. Available at: http://nebris.tumblr.com/post/24736591614 [Accessed 22 October 12]. Self took (2012) Rokoko mania. Copenhagen: Design Museum. (2012) Superhuman. London: Wellcome Collection.

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BIBLIOGRAPHY

Books McCandless D (2009) Information is beautiful. London: Collins.

Barcsay, J. (2006) Anatomy for the artist. London: Little Brown.

Rivers, C (2007) Poster art. Singapore: RotoVision.

(2009)Logo design 2. Koln: Taschen.

Zeegen, L (2005) Digital illustration. Switzerland: RotoVision.

Hyland, A & Bateman, S. (2011) Symbol. London: Lawrence King.

Klanten, R & Ehmann,S, Hubner, M (2008) Tactile. 2nd ed. Berlin: Die Gestalten Verlag.

Douglas, J. (1979) Making your own cosmetics. London: Pelham Books Ltd.

Blackman, C (2007) 100 years of fashion illustrations. London: Laurence King Publishing.

Brown, H. (1993) Nureyev. London: Phaidon Press Limited.

Boyle, D (2003) Authenticity. London: Harper Collins Publishers.

(2004) The fifa 100. Italy: Graphicom. Avedon, R & Versace, G. (1998) The naked and the dressed. London: Jonathan Cape.

Grundberg, A (1999) Crisis of the real. 3rd ed. New York: Aperture Foundation.

Steel, A. (2008) Sport & Action. Switzerland: RotoVision.

Cytowic, E (1996) The man who tasted shapes. England: Clays Ltd.

(1993) Visions of sport. Northumberland: Kensington West productions Ltd.

Flusser V, (1999) The Shape of Things: A Philosophy of Design. London: Reaktion Books

Greenfield, L.(1998) Airborne. London: Thames & Hudson.

Lindstorm, M (2005) Brand sense. New York: Free Press.

Gregory, J. (2012) Cindrella Tours Europe. [Internet]. Available: http://www.joygregory.co.uk/archive/details. php?proj_id=2. [Accessed 22 Oct 2012].

Lupton, E. & Miller, J.A. (2006) Design Writing Research: Writing on Graphic Design. London: Phaidon. Poynor, R. (2001) Typographica. London : Laurence King Beirut, M. (2007) 79 Short Essays On Design. New York: Princeton Architectural Press. Healey, M (2008) What is branding? Switzerland: RotoVision. Gad, T. (2001) The metaphor of brands. In: 4D branding. 2nd ed. Great Britain: Bookhouse Publishing. 16-36. McCartney, S (2012) 100 great branding ideas. London: Marshall Cavendish International. McLuhan, M. Fiore, Q. (2008) The Medium is the Massage. London: Penguin.

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Web

(2012). One-Legged Artist Priscilla Sutton Says Paralympics Will Change Perceptions Of Beauty.[Internet]. Available from: http://www.huffingtonpost.co.uk/2012/08/24/ priscilla-sutton-amputee-confidence_n_1827586. html#slide=more246227 [Accessed 22 October 2012]. Ozer, E. (2012).Me studio. [Internet]. Available from: http://www.mestudio.info/2008/07/17/eded-ozer/ [Accessed 22 October 2012]. (2012). Bruce Lacey. [Internet]. Available from: http:// en.wikipedia.org/wiki/Bruce_Lacey [Accessed 22 October 2012].


Blogs Shelby White. (2012). Book. Designinspiration 22 October [Internet blog]. Available from: <http://designspiration. net/> [Accessed 22 October 2012]. (2012).Thingsorganizedneatly 22 October [Internet blog]. Available from: http://thingsorganizedneatly.tumblr.com/ [Accessed 22 October 2012]. (2012).Artspire 22 October [Internet blog]. Available from: http://www.art-spire.com/en[Accessed 22 October 2012]. (2012).Thedieline 22 October [Internet blog]. Available from: http://www.thedieline.com/ [Accessed 22 October 2012].



Visual Summary