MacBook Air
Advertisement Proposal for Apple
Let your mind be free
The Art Movement - Modernism Lets start with the art movement that inspired the creation of this advertisement. I chose post WWI Modernism which is a trend of thought which affirms the power of human beings to make, improve and reshape their environment, with the aid of scientific knowledge, technology and practical experimentation. Broadly, Modernism describes a series of progressive cultural movements in art and architecture, music, literature and the applied arts which emerged in the decades before 1914. There are certain underlying principles that define modernist art: a deliberate rejection of history and conservative values (such as realistic depiction of subjects); innovation and experimentation with form (the shapes, colours and lines that make up the work) with a tendency to abstraction; and an emphasis on materials, techniques and processes in order to create artworks that better reflected modern society. The power of machines forced designers to strategically re-think their practice; the results were revolutionary just like Apple. This technology provided the opportunity for mass production, and the machine itself became a theme in modernism, so for all these reasons Modernism seemed to perfectly fit and a logical choice as Apple is a technology giant that brought about a revolution in computing.
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The Art Movement - Influences on The Design -
Modernism especially changed the thinking process for communications, graphic design and typography, with the style of design shifting drastically from the prior 19th century approach. Before the concept of Modernism, graphic design and typography were ‘overly decorated’ and elaborate, with filled imagery and type. Simplicity, legibility, and function, juxtaposed with sans-serif typefaces, accompanied by harmonious colour palettes are key Modernist principles within graphic design. Modernist designers followed strict and structured grid system with emphasis on negative space, also using clean sansserif type and breaking down design to its essential shapes and elements.
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The Development Process - Research In the research stage I looked for designs that used a Modernist approach so I could source ideas and apply them to my design. These are some examples of what influenced my design and how they used Modernist principles. The influence and impact it had on the design is the use of negative space and grids, keeping it clean and simple, using essential elements and shapes while adopting a readable and legible use of fonts incorporated in a layout that conveys the message intended in the design with a functional approach.
Lester Beall Radio/Rural Electrification Administration, 1937 (Example of the use of negative space and harmonious colour pallets)
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A selection of modernist graphic design posters (Example of simple shapes, clean layouts, grids, simplicity and functionality of design)
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J Schmidt Bauhaus Exhibition, 1923 (Example of symmetry, use of structured grids, sans-serif typefaces and break down to essential elements)
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The Development Process - Thumbnails Various thumbnails were sketched out as to see which ones would better relate to the Art Movement.
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The Development Process - Concept Sketches Thumbnails 3 and 5 were the ones that in my opinion reflected better Modernism and its principles and so were refined into concept sketches.
Sketch 3
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Sketch 5
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The Development Process - The Choice -
The chosen sketch was 3 for in my opinion reflects Modernism better, following its key principles. It is clean and simple, using essential elements and shapes while adopting a readable and legible use of sans-serif fonts incorporated in a layout that conveys the message intended in the design with a functional approach. The colours used convey a sense of nostalgia for they are the colours of the famous multicolour and discontinued Apple logo. The MacBook itself makes use of negative space making it contrast with the colours.
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The Development Process - Final Render E0851285_33538_02_A4Advertisement1_V2_Final.pdf 1 19/12/2017 13:02:23
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Bibliography Creative Bloq Staff 2013, The easy guide to design movements: Modernism. Retrieved 15 January 2018, from http:// www.creativebloq.com/graphic-design/easy-guide-design-movements-modernism-10134971 visualartsdepartment n.d., Modernism. Retrieved 15 January 2018, from https://visualartsdepartment.wordpress.com/ modernism/ Tate n.d., Art Term Modernism. Retrieved 15 January 2018, from http://www.tate.org.uk/art/art-terms/m/modernism Wikipedia 2017, Modernism. Retrieved 15 January 2018, from https://en.wikipedia.org/wiki/Modernism Bauhaus Exhibition [image] 1923. Retrieved 15 January 2018, from http://l-whitaker1013-cts.blogspot.com.au/2010/11/ five-examples-of-modernist-graphic.html Radio/Rural Electrification Administration [image] 1937. Retrieved 15 January 2018, from http://l-whitaker1013-cts. blogspot.com.au/2010/11/five-examples-of-modernist-graphic.html A selection of modernist graphic design [image] n.d. Retrieved 15 January 2018, from http://n-bolton1114-dc.blogspot. com.au/2011/11/modern-and-postmodern-graphic-design.html
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MacBook Air
Let your mind be free