Beyond Magazine

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The December Issue

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beyond The December Issue

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Team’s note

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beyond typography LETTERS FROM SWEDEN

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beyond packaging BEAUTY PACKAGING

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beyond trends THE YEAR IN COLOR

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beyond creation LINOCUT LOOK WITH ADOBE ILLUSTRATOR

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beyond innovation COLOREEL

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beyond identity THE HAYMARKET HOTEL

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beyond design WOMEN IN THE WORLD OF GRAPHIC DESIGN

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beyond creation GOLD FOIL EFFECT WITH ADOBE PHOTOSHOP

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beyond creation LIVING IMAGES ADOBE PHOTOSHOP

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Team’s note

Adíos, 2017 Another year is coming to an end and it’s soon time to say hello to another year filled with promises and expectations. This issue of beyond magazine is dedicated to the days that have passed. The days that, when put together shaped the year of 2017. This issue highlights the current trends, the talk of the town and what’s representative of the year, all within the great field of graphic design. To us, this year will first and foremost come to be represented by the powerful force of women coming together. Women being supportive of one another. Women being strong and demanding a change in society. Women being brave and telling their stories and not being scared to silence. A special focus is therefore put on the women in graphic design in this issue, as a way to show appreciation and join the battle. Moreover, we sense that the year will be represented by an overall focus on health, symbolised by the color green. Seaweed, matcha tea and all imaginable leafy stuff. A green smoothie a day keeps the doctor away, someone told us. The spotted trends in design are both minimalistic, as seen in packaging and the demand for geometrical typefaces, as well as historic, as art deco has become increasingly popular in home décor and architecture yet again. We don’t mind. 2017, you will be hard to beat, but we welcome the New Year with open arms. Adíos, 2017. xoxo, Team beyond

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THE BEYOND MAGAZINE TEAM COCO WAGNER LEA BECK EMELIE EDBERG LOREDANA RUSU

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beyond typography

LETTERS FROM SWEDEN by Emelie Edberg

Letters from Sweden is a typeface bureau

developed for Tictail is described as “contem-

located in Stockholm, Sweden. The company

porary grotesk”, when presented on Letters of

was founded by the typeface designer Göran

Sweden’s website.

Söderström in 2011 and has been a full-time

The firm consists of a small group of people,

business since 2014. In a press release Göran

one freelancer and a couple of full-time em-

declares that he recognised a demand for

ployees, of which one works as an administra-

more professional typeface services on the

tor and the others as typeface designers. The

market and decided to meet that demand.

daily job at the bureau consist mainly of draw-

Their business idea and mission statement is

ing typefaces and making sketches, combined

to deliver fantastic typefaces, which is what

with meetings with clients. They often work

they do for both local and international cli-

on many parallel projects at the same time.

ents. The company only offers services related

The process of developing a new typeface

to typefaces, such as font and letter design,

usually starts with an idea or concept that is

font development and web fonts optimization.

being tried out and explored. The next step is

They also offer education and workshops

making a decision regarding the design, which

about typography.

is then followed by sketching more letters.

The people behind Letters from Sweden

Göran mentions that there is a great de-

have designed many recognised typefaces, one

mand for sans-serif typefaces at the moment,

being the new design for Cadillac. The Cadillac

more specifically geometric sans-serifs. This

design mission is to this date the largest

demand has maintained for a while now and

project the bureau has had, since it included

could be considered a current trend within

both a Latin, Greek, Cyrillic and an Arabic

typography. He believes that the future looks

charset. Other clients of the firm is Acne

bright for the company and states that they

Studio, Scania, Tele2 and Tictail. In collabo-

are satisfied with their business idea and their

ration with Acne Studio they developed a new

current situation. The desired development is

typeface with a specific optical weight for their

simply to become even better at what they do.

new visual identity. The typeface that they

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Image Letters from Sweden for Acne Studios

Image Letters from Sweden for Tictail

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It's in the details... Personalized gift boxes for design lovers www.lesgifts.com

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beyond packaging

BEAUTY PACKAGING In recent years with the uptake in Instagram and other social media channels, packaging of prominent beauty brands, especially targeted towards the millennial generation have leaned heavily on a similar aesthetic and physical presentation of their brand. The packaging is created with

by Coco Wagner

the awareness of how it can be photographed by the consumer and promoted by users through their personal social channels whether they be bloggers, influencers, or everyday users. Companies such as Glossier, Seed to Serum, Aesop and Herbivore Botanicals have been among the most noteworthy brands in this minimal packaging, putting emphasis on the product itself rather than embellishing boldly or without purpose on the labels of their products. This minimal trend in beauty packaging pulls from the overall trend of minimalism in both the design and fashion industries that has boomed in the past several years. The effect of this movement being that consumers are not only buying for product but for packaging. Yes, packaging has always influenced buying habits but this time it’s about how all of these different brands can coexist in an visual way as not only the products the consumer uses but what becomes the beauty identity of said individual.

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beyond trends

THE YEAR IN COLOR by Emelie Edberg

In december of each year the Pantone Color

organic, holistic and plant based foods, which

Institute announce a color for the year to

can be naturally connected to the color. The

come. A color carefully chosen with the aim

hype of matcha, seaweed and avocado is also

to capture the trends and overall essence of

mentioned, all being green foods spotted in

the present time. The Pantone color of the

every other Instagram feed. Furthermore, they

year 2017 is Greenery 15-0343. The color can

explain how green is currently prominent in

be described as refreshing and energizing, it’s

the fields of fashion, innovation, home décor,

zesty and has a yellow-green shade. The color

beauty as well as graphic design.

green comes with lots of associations, many of

In a press release, Leatrice Eiseman, Exec-

them positive. It symbolises harmony, renew-

utive Director of the Pantone Color Institute,

al, rebirth and it’s also the color of spring.

speaks of an even greater meaning behind the

Upon deciding the color of the year a team

choice. She explains “Greenery bursts forth

of experts is scrutinising different industries

in 2017 to provide us with the reassurance we

and fields of work, in search of current trends

yearn for amid a tumultuous social and politi-

and color influences. In a statement by The

cal environment. Satisfying our growing desire

Pantone Color Institute, they explain where

to rejuvenate and revitalize, Greenery symbol-

the green trend is especially noticeable. The

izes the reconnection we seek with nature, one

color is frequently used in the context of

another and a larger purpose.”

healthful living, foods and beverages. The current health trend has a great focus on

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beyond creation

LINOCUT LOOK

WITH ADOBE ILLUSTRATOR In this Adobe Illustrator tutorial you will learn how to create geometric line art with no more than two tools and how you can use this to make a complex floral design. The image you can see below consists of several individual elements all made by the same principle.

by Lea Beck

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STEP 1 Draw a line with the curve Pen tool. The line consists of anchor four points. Click to create the first point. Click again for the second point. You can see how it creates a curve between the two points. Create a third and fourth point and press the esc-button to release the pen tool. Adjust the points until you are satisfied.

1.

STEP 2 Repeat all of the first steps to create a second line mirroring the first. Make sure that both lines do not have any filling color but only a stroke. Change the stroke by assigning Width Profil 1 to taper the stroke.

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STEP 3 Go to Objects > Blend-Options. Change the Spacing > Specified Steps, for this element I choose 25 steps. Choose the Blend tool. Click on the left line where the square in the cursor turns black when you hover over the line, then the right line at the same spot.

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STEP 4 You can still rearrange the anchors of the lines with the Pen tool or change the step number until you are satisfied with the look. Done!

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beyond

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beyond innovation

COLOREEL Swedish company Coloreel has created a revolutionary technology that enables high quality

colouring of textile thread on demand. The Jรถnkรถping based company has already launched a first product based on this technology. Embroline is an attachment for embroidery machines that will

by Loredana Rusu

instantly color the thread while in production. As the company states, by instantly colouring the thread during production, this amazing technology enables unique designs and improves overall production efficiency, meaning lower costs and higher productivity. The benefit of the Embroline attachment is that it's requiring only one reel of thread, which is allowing freedom to create unique embroidery without limitations in colour use. According to Coloreel's statements, Embroline brings new design possibilities to embroidery with practically unlimited solid colours, smooth colour transitions and special effects.

Image Embroline

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FREEDOM IN DESIGN Coloreel changes the fashion industry with benefits such as enhanced design flexibility, opportunities to create special effects like 3D and to combine stitch

Image Embroline

patterns and colour transitions.

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beyond identity

THE HAYMARKET HOTEL The Haymarket hotel in the heart of Stockholm has recently worked with 25AH, a Swedish graphic design studio to rebrand the hotel along with it’s cafe and restaurant in accordance with an early graphic design piece made during the early 20th century when the building was a prom-

by Coco Wagner

inent department store. The rebranding holds a rather Wes Anderson feel while maintaining a balance in contrast between the spaces within the hotel, showing the direct translation of graphic design to reality as it draws havily from an image created of the Hotel. The cafe, “Greta’s” has a sweet charm about it being very light and inviting contrasting the restaurant “Paul’s” which is carefully designed in a much richer manner, creating an intimate and art deco inspired space. This new design casts a modern elegance around the hotel as a whole, alluding to the art deco period of the 1920’s mixed with a Wes Anderson-esc color palette to ultimately produce a rich collection of coexisting aesthetics that make up the reimagined Haymarket hotel as inspired by the original graphic design. The drawing that so heavily influenced this rebranding looks eerily the the Grand Budapest Hotel as created by filmmaker, Wes Anderson while still remaining unapologetically Scandinavian. Almost out of a movie the Haymarket mixes artistic mediums within its walls to create a truly immersive experience the moment that you walk through the doors. Old reels of 16mm film play on a strip of screens parallel to the front entrance, immediately highlighting the artistic nature of the hotel while accompanied by an exquisite exterior clearly curated with precision in accordance with the original artwork of the hotels exterior.

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Image Haymarket Hotel, Paul’s

Image Haymarket Hotel, Greta’s

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The Cake Design Studio

beginners class

Upcoming cake design workshop Monday 18th December 2017 9.00AM - 4.00PM Jรถnkรถping Sweden

Enquiries: workshop@designcake.com

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beyond design

WOMEN IN THE WORLD

OF GRAPHIC DESIGN by Lea Beck

Over the past few years many projects aiming to highlight the work of women in the field of graphic design have been launched and are gaining momentum. The desire to build a community and give female graphic designers the recognition they have been missing in the past is greater than ever and encourages women to share their ideas and in doing so, become role models for other young women interested in a career in the world of graphic design.

Women dealing with discrimination,

also includes many other interviews,

All Womankind‘ raises money for

underestimation and stereotyping is

podcasts, lectures and exhibitions

nonprofit organizations aiming to

not rare and this is why projects like

of female designers. In 2013 the

advance women's rights and equality.

‘Hall of Femmes’, ’Poster Girls’ and

Swedish Association of Communica-

Founded by designer Deva Pardue

‘For Womankind’ are so important.

tion Agencies (Komm!) honored this

‘For All Womankind‘ sells beautiful

They highlight the work of women

project with the Bengt Hanser award,

design posters, pins, patches and

for example in the field of graphic

which was established to encourage

bags, raising awareness of gender and

design, giving them an opportunity

contributions like this which form an

race issues and is aiming to create a

to put themselves and their work out

opinion and provoke a discussion.

sense of community for all women.

there, inspiring each other and getting the recognition they deserve.

We can come to the conclusion that

design’ is a new exhibition at the

we fail to educate future designers

London transport museum, present-

by only revealing half of the histo-

2009 by Angela Tillman Sperandio

ing the work of female graphic de-

ry. Especially since the majority of

and Samira Bouabana, aiming to

signers of the 20th and 21st century,

design students are female, would it

fulfill their desire to give female role

revealing their contribution in poster

not be more encouraging for women

models in graphic design the rec-

design of the last hundred years and

to see their sex represented in the

ognition which in their opinion was

aiming to give these forgotten design

profession? To let them know that

missing. They started to meet with

heroines recognition and highlight

there are successful female design-

very influential women in the design

the stories behind their work. It fea-

ers they can be inspired by. Talking

world such as Carin Goldberg, Paula

tures designers such as Laura Knight,

about issues women face in design is

Scher and Tomoko Miho, talking

Zandra Rhodes and many lesser

highly important in education. Surely

about what it is like to be a woman

known female designers.

this is not the only reason why the

‘Hall of femmes’ was founded in

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‘Poster Girls - A century of art and

in the design world and transform-

Last but not least, as a design

mix of gender in the classroom is very

ing it into a book series. The project

initiative for Fempowerment, ‘For

much balanced but when it comes to


Image poster by Deva Pardue, For All Womankind

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"

I was giving talks about my work from 1974. I didn’t think it was special or unusual at the time but I know I was being exploited because I was a woman. - Paula Scher

leading positions in the real world

fine arts in 1970, moved to New York

time getting into the industry, having

outside school the gender balance

and began her career at CBS Records

to deal with sexism many times.

looks completely different.

in 1972. Three years later she became

In order to discuss this topic we

rector of the Office of Publications

need to see it in a more general

label, where she designed up to 150

at MIT where she designed the very

manner. Between the years 2010 -

album covers a year, four of them

distinctive publicity posters for MIT

2016 men and women's employment

recognized with Grammy nomina-

events. With these designs she highly

rates have improved, but the gender

tions. During this time she developed

influenced the typographic style de-

gap in employment is still clearly

her love for typography. Throughout

veloped by designers such as Armin

visible with 77.4% employment rate

her career as a graphic designer,

Hofman and Josef Müller-Brock-

for men and 65.5% employment rate

painter, author and teacher she has

mann. Her work is equally brilliant

for women in EU, 2016. Sweden is a

won many awards, including the

and her part of bringing the interna-

quite advanced country with only 4%

‘American Institute of Graphic Arts

tional typographic style to the U.S.

difference, according to the Europe-

(AIGA) Medal’, known as the profes-

is just as big as Brockmann’s, but for

ans Commission’s Report on equality.

sion's highest honor in 2001. She was

some reason she is not mentioned as

When it comes to the gender pay

also the first woman to win the ’Type

many times as her male colleagues.

gap it becomes even more clear how

Directors Club Medal’ in 2006 and

far the EU is from reaching gender

still works as the first female princi-

about this topic and a lot more

equality in the labor market. It is

pal at Pentagram in New York.

awareness raising projects could

also the case that in 2016 only 23.9%

Equally phenomenal, Cipe Pineles

There is much that could be said

be mentioned but a point has been

board members in influential com-

was the first female designer to hold

made. We can continue to claim that

panies happened to be female, apart

the position as art director at several

there has been progression in gender

from Italy, Finland, France and Swe-

major American magazine, such as

equality in the field of design at the

den where large companies have at

Glamour in 1942. She used her po-

present time but the representation

least 30% female members. However,

sition to make a change in society as

of male and female designers con-

30% is not even close to equal.

well as introduced modern art to the

tinues to be unequal. Nevertheless,

Within the graphic design industry

audience. She ignored the idealized

this should never stop women from

there have been a number of women

style of magazine designs at the time

aiming high, supporting and inspir-

that have acted as pioneers in their

and redefined the look of women's

ing each other and encouraging men

field and have changed the way in

magazines, helping to change the role

and society to change their mindset

which women interact with design as

of women in the society. But even

and give women the opportunity to

both designers and consumers.

Cipe Pineles, an industry changing

prove themselves worthy.

Paula Scher finished her bachelor of

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Jacqueline S. Casey was the di-

an art director at the same record

female graphic designer, had a hard


Images Pentagram - New Jersey Performing Arts Center

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beyond creation

GOLD FOIL EFFECT

WITH ADOBE PHOTOSHOP Gold effects are commonly used in design and as professional designers we can’t hand out a client a piece of work using gold backgrounds borrowed from the web. It’s unprofessional and most often, it breaks the copyright law.

by Loredana Rusu

This step by step tutorial will show you how to create a gold foil effect on a text in Photoshop, without using gold backgrounds found on the web and in under 5 minutes.


STEP 1 Write a text on top of which to add the gold foil effect.

STEP 2 Create a new layer and select two gold-ish colors, lighter for the background, darker for the foreground. I have used #fccf45 and #534418.

STEP 3 With the new layer selected, go to Filter and hit Clouds, to create a clouds appearance mix between the two colours you just selected.

STEP 4 Add noise of about 7 - 8% and make sure the settings are just as in the left image.

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STEP 5 From Filter Gallery choose the Glass filter to give it the clear and realistic metal effect. Go ahead and try all the settings to see how different effects apply.

STEP 6 When you’re done with the foil, right click on the layer and create clipping mask. Make sure the foil layer is on top of the text layer. That’s it!

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beyond creation

LIVINGÂ IMAGES

WITH ADOBE PHOTOSHOP Trends in design and content creation are always changing, but one thing they have in common is that we, as content creators, designers and makers are forced to learn new techniques, tehnologies and try different strategies and tools to help us keep up with the wave. The latest

by Loredana Rusu

visual trend that has boomed Instagram is the creation of cinemagraphs. A cinemagraph is a living image, a photograph in which one element is moving, while the rest stand still, creating a loop that gives the impression of a never ending movement. Cinemagraphs are often compared to animations, and they almost always come in GIF format. Cinemagraphs are easy to produce, more effective than still images and almost as effective as videos. The most optimal way to produce advanced cinemagraphs is in Adobe After Effects, but if you only want to create a cool cinemagraph effect on a short and simple video footage, that can be done easily in Photoshop under 15 minutes and I am going to show you how. The first thing you need to do is to plan and record a short video of a moving subject that has a slightly continuous move. Use your imagination here, get creative and always try new things. My subject in this tutorial is coffee being poured into a cup. What I will do is I will create a loop where the coffee will keep pouring, but the cup never gets filled. Every element in the picture will stand still - the hand, the cup - but the poured coffee will keep moving.

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1. Open & Edit Open the footage in Photoshop and choose a start and end point where your moving element, in my case that stream of coffee, is very steady. Click on the little settings gear on the left and make sure the loop playback is selected.

2. Add a 2nd layer Duplicate the video layer and drag the new one to the end of the original layer, so that the first frame of the loop will be the exact same frame at the end of the loop. You need to extend the second layer a little bit towards the start point and bring it to the same end as layer 1.

3. Opacity Now you’ll have to turn opacity to 0 for layer 1, so that parts of the layer 2 can be visible and you do that by hiting the Opacity setting under the layer group. Drag the play head to the start point of the second layer, hit opacity once, drag it a bit more and hit opacity once more, and before you drag it all the way to the end of the layers, bring the opacity level in the layel panel from 100% to 0.

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4. Mask and brush Make a new duplicate layer on top of all the layers which will block all the movement from the other layers. Create a layer mask to the new layer and make sure your foreground color is black. Select the brush and mask the area you want to move in your loop. In this case, I brushed the poured coffee. The more meticulous you are at this stage, the better results you will get. Everything you brush will be moving.

5. Save for web Cmd + alt + shift + S (Ctrl + alt + shift + S on PC) to save a web optimised version of you new gif. Remember to save in GIF format and to set the looping options to Forever as in the right image. Done!

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MED RÄTT KUNSKAP OCH TEKNIK BLIR DET BÄTTRE

FÅ H J Ä L P M E D D I N A T RYC K S A K ER !

VI ÄR EN MEDIELEVERANTÖR M E D A L LT F R Å N T R Y C K , S T O R F O R M AT, G R A F I S K F O R M , SYSTEMLÖSNINGAR, L AG E R O C H L O G I S T I K .

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beyond magazine 210 SEK Sweden 22 â‚ŹÂ Europe December 2017


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