How Not To Produce

Boring Graphic Design

BY:ET AL DESIGN CONSULTANT

DATE:26.5.2023

TIME:5:00PM-6:00PM (1 HOUR)

SPEAKER:PROFESSOR PHIL CLEAVER

In this captivating seminar, Prof. Phil, a multi-talented writer, graphic designer, and artist, shared his inspiring life journey from childhood to adulthood, revealing his profound passion for graphic design and artistic creation. He astutely addressed the undeniable truth that artificial intelligences can never supplant the graphic design industry, passionately elaborating on the reasons behind this assertion. Furthermore, he delved into the creative possibilities and ideation processes that arise when presented with a design brief, exploring the realms of brand systems and benchmarks.

During his enlightening presentation, Prof. Phil enumerated ten fundamental points essential to constructing a robust brand system. These points encompassed creating a benchmark aligned with the given brief, crafting a symbol or logo that aptly represents the client, designing a unique name style, meticulously planning a harmonious color palette, selecting a fitting brand typeface, brainstorming the desired visual language sought by the client, defining the appropriate tone of voice, choosing a suitable graphic format, considering the atmospheric qualities of the brand, and incorporating a distinctive brand sound.

Having thoroughly examined these ten crucial facets, Prof. Phil proceeded to illuminate the audience with an elucidation of the eight straightforward stages crucial to effective branding. These stages included comprehensive research and familiarization, the formulation of a design brief and benchmarks, the generation of initial concepts, the iterative process of concept development, the subsequent refinement in design development, the creation of artwork, the establishment of guidelines and implementation strategies, and ultimately, effective communication of any changes.

Eager to showcase his expertise and creative prowess, Prof. Phil shared a selection of his past projects. Throughout the presentation, he skillfully highlighted the keywords and sources of inspiration that fueled his unique design solutions, effectively communicating his clients' messages to their intended audiences. Prof. Phil stressed the importance of color usage in accentuating key elements and the significant role of typography in translating the design language.

Particularly captivating were two examples he presented. The first involved an organic shop where Prof. Phil brilliantly incorporated two olive leaves into the logo, symbolizing both nature and the brand itself. His involvement extended to the eco-friendly packaging design, where he ensured the use of fully sustainable materials. The second example featured an art gallery in Edinburgh seeking a symbol uniquely representative of their location. Through careful brainstorming, Prof. Phil identified the shape of Edinburgh within a map, ultimately discovering the image of a dog, resulting in a distinctive and captivating design.

Additionally, Prof. Phil shared his innovative approach to designing the Writer's award trophy and certificate. Drawing inspiration from the rich history of letterpress, he repurposed letterpress chops to create a visually stunning trophy. Each certificate was individually designed using the same letterpress-inspired elements, yielding a remarkable and varied effect.

Another fascinating project discussed was the design of a liquor collection box centered around the theme of Sir Peter Blake. Prof. Phil ingeniously incorporated various elements representative of Sir Peter Blake's story, enabling buyers to engage with and understand the artist's narrative on a deeper level.

Overall, this talk proved to be an exceptional and enjoyable experience. Prof. Phil's engaging and humorous delivery, accompanied by visually captivating slides, left a lasting impression. The opportunity to explore graphic design through the lens of his past works and witness his distinctive approach to diverse design briefs was truly enlightening. Undoubtedly, one of the most remarkable talks thus far.