The December Issue
1
2
beyond The December Issue
3
6
Team’s note
9
beyond typography LETTERS FROM SWEDEN
12
beyond packaging BEAUTY PACKAGING
17
beyond trends THE YEAR IN COLOR
18
beyond creation LINOCUT LOOK WITH ADOBE ILLUSTRATOR
TENT 4
22
beyond innovation COLOREEL
24
beyond identity THE HAYMARKET HOTEL
28
beyond design WOMEN IN THE WORLD OF GRAPHIC DESIGN
33
beyond creation GOLD FOIL EFFECT WITH ADOBE PHOTOSHOP
35
beyond creation LIVING IMAGES ADOBE PHOTOSHOP
CON 5
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
6
THE BEYOND MAGAZINE TEAM COCO WAGNER LEA BECK EMELIE EDBERG LOREDANA RUSU
7
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
9
Image Letters from Sweden for Acne Studios
Image Letters from Sweden for Tictail
10
It's in the details... Personalized gift boxes for design lovers www.lesgifts.com
11
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.
12
13
14
15
16
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
17
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
18
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.
2.
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.
3.
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!
4. 19
1.
20
2.
3.
4.
beyond
21
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
22
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.
23
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.
24
25
Image Haymarket Hotel, Paul’s
Image Haymarket Hotel, Greta’s
26
The Cake Design Studio
beginners class
Upcoming cake design workshop Monday 18th December 2017 9.00AM - 4.00PM Jรถnkรถping Sweden
Enquiries: workshop@designcake.com
27
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
28
‘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
29
"
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
30
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
31
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.
33
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!
34
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.
35
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.
36
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!
37
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 .
38
TMGTABERGS.SE
39
40
beyond magazine 210 SEK Sweden 22 â‚ŹÂ Europe December 2017