Page 1


the brand book generation y graphic design festival


impressum generation y graphic design festival Š project realisation by: julia van der vorst nvard yerkanian viktoria brandstetter moiz qazi muhammad abdul adriana vargas


content

6 6 7 10 12 13

corporate identity the idea the festival key words target audience competition

14 16 20 30 36 44 46

corporate design logo / guideline colors / fonts patterns stationary merchandise website

52 environmental design 52 booklet | program 54 booklet | location

56 58 60 62 64 66

advertising Poster / flyers poster contest commercial teaser online advertising offline advertising 5


corporate identity | the idea

Generation Y Festival

A festival as a platform for graphic designers of all areas to get to know each other, share knowledge, ideas, thoughts and experiences regarding generation Y, known as the Millenials. 6


the festival | corporate identity

The Graphic Design Festival Generation Y aims to bring together students, emerging designers and professionals to discuss their concerns, thoughts and experiences in frames of festival program: lectures, workshops, presentations and exhibitions touching the issues of the design challenges of Millennium. Participants will explore the relationship of generations1, transformations and new approaches of design education, questioning the existing tendencies, their actuality and how the global trends radically affect our society. They will experience the nature of transformation of older medias into new ones and the along going influence of manual design to the new tendencies.  Generation Y, also known as the Millennials2, describes the generation of new media. The society tends to picture our generation more as aesthetic category than a sociological one. Generation Fake is the most popular name to denounce our era. A world of young people designing

their life before even planning a career.  In reality, the opposite is the case. Generation X, also known as the generation after World War II, is a society of hard workers who put a lot of efforts in their life to achieve their goals and reanimate the world after loss and destruction. In comparison to this demographic group, generation Y has the possibility to go a step further. Nowadays we have almost too many choices and opportunities for our future. This it the point where we start to explore, dream and imagine new ways of creating the world in the way we would love to live in it. In the eyes of the previous generation we may seem to be lazy, irresponsible, unwilling to put too much effort into work, ungrateful or spoilt. But in reality this generation consists of young, creative and inspired people ready to bring change into the world. We are dreamers, designers and creators those current project is combining our professional career with a joy of life full of new experiences and

discoveries. We question the existing social forms and challenge the notion of normality.   In our career we, designers, deploy our passion for creating, producing and developing ourselves and what we stand for, expressing global problems and challenges of the society though the language of creative media. 1 If one compares the previous generation X, the actual generation Y and the upcoming generation Z, one could say that GEN X are the best workers, GEN Y are the most passionate and committed to succeed and GEN Z are the technology experts. All of them are connected and got developed based on the knowledge of the previous generation. Generation Y combines old and new media and discusses their relation. 2 Millennials are those who reached their adulthood in the end of 20th and in the beginning 21st century. 7


corporate identity | the festival

why? Tuscany offers a lot of different typographers and other represen-

events to explore the world of interior, furniture or fashion design by hosting several festivals, expos, shows during the year. Those opportunities barely exist for graphic designers and illustrators. Numerous art and design schools are located in Florence for local as well as international students. Speaking from our own experience as graphic design students in this city, there is no much contact between students of different schools. The Generation Y Festival aims to connect not only students from diverse school but also emerging graphic designers, professionals and all those who have a strong connection to graphic design. The Generation Y Festival launches in Florence to give an opportunity to graphic designers, illustrators, 8

tatives of the world of design, no matter which category they are specialised in, to create a new community of people around a topic that touches their own life, generation and career. A community like this opens the chance to use Design as a tool for rethinking, reevaluating, expressing concerns and discussing problems of generation. The Generation Y Festival aims to cover all the areas of graphic design, such as typography, illustration, multimedia art, web design, UI/UX, manual printing, etc. It is a favorable occasion to connect all kinds of designers to get to know and inspire each other, develop themselves, discover other areas of graphic design and to broaden their horizon.


the festival | corporate identity

where? The Generation Y Festival will spread share their knowledge about how to

all over the city of Florence. The festival program is intentionally designed in different places and it maps different design related institutions and spaces, giving participants, especially international students, an opportunity to discover people and places in Florence that are connected with graphic design and illustration local scene and create new networks and platform for future collaboration.

create visuals (using serigraphy, letterpress, etc.). Invited keynote speakers will also put accents on the most important topics of the festival and explore the phenomenon of transformation of design tendencies due to the needs of our generation. Presentations are a free format for local designers and illustrators to present their current or ongoing projects, or share their previous work, touching the topics of the festival, exploring the topic from their own what? The program of the Generation Y perspective and experience. Festival consists of several lectures, presentations and workshops. The event will open with an exhibition of Italian illustrators and designers creating manually. Some of these exhibited authors will hold workshops for participants to teach and 9


corporate identity | keywords

Generation Y Festival brings designers of all levels together to share their thoughts, knowledge and experiences. The aim is to create a new community that offers several possibilties to express, rethink, re-evaluate and discuss issues of our generation. Genration Y integrates designers of all areas to make use of Design as a tool for communication and innovation to create our future together.. 10


future oriented. integrating. communicative. innovative.

11


corporate identity | target audience

The target audience are basically Graphic Designers of every level, such as students, professionals, freelancers and everyone who enjoys design, every area of the world of graphic design. The Generation Y Festival aims to cover all the areas of graphic design, such as typography, illustration, multimedia art, web design, UI/UX, manual printing, etc.

12


competition | corporate identity

Inpiration all over the world London Design Festival Sydney Graphic Design Festival Graphic Design Festival Scotland Biennale fo Sydney

www.londondesignfestival.com www.sydneydesign.com.au www.graphicdesignfestivalscotland.com www.designboom.com/design/jonathan-barnbrook-at-biennale-of-sydney-2010 Graphic Design Festival Breda www.gdfb.nl/nl 13


logo / guideline | corporate design

The main idea for the logo of Generation Y Festival was to create something that remains ageless. The single components of the logo symbolize two important aspects that we wanted to combine. on the one hand the logo uses very basic, and simple

shapes, which are essential for in the world of design. On the other hand the combined logo appears very modern and futuristic. It is a simplified and abstract visualisation of the world of Graphic Design for our millenial generation.

17


18


logo / guideline | corporate design

variation The logo is designed in four differ-

ent variations in order to underline the idea of visualizing innovation and dynamic interaction. It also offers the possibility of usage for various purposes. white space Enough white space, a clean and neutral appearance and correct kerning are very important to this design. Balanced proportions combined with a generous amount of white space allow the creation to be present in its full beauty, but at the same time reluctant enough to not seem too dominant and to go a long with other designs next to it. 19


logo / guideline | corporate design

black In black and white it makes a static & white and consistent logo. The different

overlaying shapes of gray are forming the logo without using the vibrant colors. 21


corporate design | logo / guideline

The textual part of the logo appears alignment in three lines describing the full & position name of the festival an the actual year in which the event takes place. It is positioned on the right side of the figurative part of the logo. Due to the reading direction the viewer first pays attention to the figurative part. The text is left-aligned for a more clean appearence.  The font, raleway medium (more font size information on pages 26-29), is very covenient to read in almost every font size. The logo schouldn’t be 22

used with a font size smaller than 6 point. In case the logo should be used in a smaller size, the textual part will be removed and only the figurative part will be shown.  The logo also includes a separa- separation line tion line between the figurative and the textual part. If the font size shows 8 point, the separation line will be 1 poin, which is ideal for printing. This line provides a more clean and well adjusted appearence and repeats visual elements of the figurative part of the logo.


12 point

10 point

8 point

6 point

4 point

23


R:221 G:25 B:94 C:8 M:100 Y:46 K:0 Pantone 213 U

R:121 G:204 B:200 C:50 M:0 Y:25 K:0 Pantone 7467 U

R:242 G:112 B:40 C:0 M:70 Y:96 K:0 Pantone 150 U

R:23 G:70 B:158 C:99 M:84 Y:2 K:0 Pantone 2935 U 24


colors | corporate design

Generation Y’s outshining color palette contains both, fesh and dynamic colors. This combination of colors awards the logo a very vibrant appearance without standing out in an exaggerated way. This dynamic choice of colors are the perfect contrast to the very static and geometric shapes. It gives the logo more movement within its stable construction. By overlapping the single color shapes of the logo, new color mixtures emerge. The creation of new colors symbolizes the festival’s aim to connect new people, create new ideas, gather new thoughts, etc. regarding our millenial generation. 25


a b c d e f g h i j k l m

n A N ! o B O . p C P ; q D Q & r E R ? s F S : t G T u H U / v I V ° w J W ^ x K X ( y L Y % z M Z #

Ç ~ ® « € § ) $ [ } ¿ ~ @


fonts | corporate design

raleway medium

Raleway is an elegant sans-serif typeface, designed in a single thin weight. It was initially designed by Matt McInerne with the purpose to be used for headings and other large size dispositions. Raleway’s design is very basic, yet still effective. It stands tall as a thin structure without any additional weights to be added onto it. This design might be a bit old school but it’s something that won’t ever go out of style. Its timelessness perfectly goes along with the idea of Generation Y’s logo. 27


a b c d e f g h i j k l m

n A N ! o B O . p C P ; q D Q & r E R ? s F S : t G T u H U / v I V ° w J W ^ x K X ( y L Y % z M Z #

Ç ~ ® « € § ) $ [ } ¿ ~ @


fonts | corporate design

raleway bold

Raleway bold is the ideal typeface for large sizes. It is used in all posters, flyers and banners that promote the Gereration Y Graphic Design Festival. This typeface is very clear and easy to read. The viewer will get all the vizulasied informations at first sight. 29


patterns | corporate design

the patterns The patterns are based on the two

shapes we use in the logo, the triangle shape and the rectangular rounded shape. We made the patterns look futuristic, bright and colorful. Every pattern has it’s very own character, but still shows that it is a party of the Generation Y family. 31


corporate design | business card

36


37


38


envelope & letterform | corporate design

39


40


post cards | corporate design

41


merchandise | essentials

42


cups, pens, totebag | merchandise


merchandise | iPhone-case, t-shirt, stickers


ID cards | merchandise

45


46

menu | seperate pages

The main goal of our website is website to communicate the look and the feeling of the Generation Y Graphic Design Festival by picking up all the essential corporate design elements for a clean appearence. Therefore the website had to be simple in interaction and refreshing in design.  The layout is inspired by the basic layout design shapes of the Generation Y logo, hence creating an overall visual coherence. The layout is a modern single-page design to ensure maximum usability and ease of acess. There were many design variations of the website made, and with every new version the Generation Y team refined it a bit more to make it look at par with the modern web trends of 2016.

home | single page design

corporate design |website


sitemap | corporate design home | main page www.whyfestival.com 1 2 3 4 5

latest news (photo, title, date) link to program (cover image, slider) call to participate call for poster contest menu

about 1 2 3 4

concept mission statement team (photo, short bio) partners and sponsors (logo, short bio) map of the event (for download)

program 1 2

calender view list view (inner page for individual events; mage, text about presenter)

participants 1

biography with photos + abstracts

registration form contact us 1 2

press kit PDF general contact form

1 2 3

for presentations for workshops for student contest 47


layout design | corporate design

49


corporate design | under construction page

50


homepage | corporate design

51


environmental design | program

The booklet is designed in a format program of zine. It is a small book that the & participants user also can unfold to look at the map on it’s backside. In this booklet the viewer can read all aboz the concept, the program and the participants of the Generation Y Graphic Design Festival. 52


Awesome inc.

PhD MIT

Girl Surprised

Strange Guy

Robert De Niro

Young and Beautiful Young and Beautiful

Awesome inc.

PhD MIT

Strange Guy

Robert De Niro

Awesome inc.

PhD MIT

Strange Guy

Robert De Niro

Talent

Shining Nicolas

www.whyfeival.com info@whyfeival.com fb/whyfeival ig @whyfeival Girl Surprised

Talent

Shining Nicolas

Contacts

PARTNERS AND SPONSORS Young and Beautiful

Girl Surprised

Awesome inc.

PhD MIT

Strange Guy

Robert De Niro

Young and Beautiful

Girl Surprised

Talent

Shining Nicolas

Talent

Shining Nicolas Awesome inc.

PhD MIT

Strange Guy

Robert De Niro

Young and Beautiful

Girl Surprised

Talent

Shining Nicolas

WORKSHOPS AND TALKS Awesome inc.

PhD MIT

Strange Guy

Robert De Niro

Young and Beautiful

Girl Surprised

Talent

Shining Nicolas Awesome inc.

PhD MIT

Strange Guy

Robert De Niro

Young and Beautiful

Girl Surprised

Talent

Shining Nicolas

LECTURERS WHO? WHY?

PERCHÉ?

PROGRAM

Tuscany offers a lot of different events to explore the world of interior, furniture or fashion design by hosting several festivals, expos, shows during the year. Those opportunities barely exist for graphic designers and illustrators. Numerous art and design schools are located in Florence for local as well as international students. The Generation Y Festival will enhance the contact between different academias and schools, promoting the dialogue between professionals, faculty and students. The Generation Y Festival launches in Florence to give an opportunity to graphic designers, illustrators, typographers and other representatives of the world of design, no matter which category they are specialised in, to create a new community of people around a topic that touches their own life, generation and career. A community like this opens the chance to use Design as a tool for rethinking, reevaluating, expressing concerns and discussing problems of generation. The Generation Y Festival aims to cover all the areas of graphic design, such as typography, illustration, multimedia art, web design, UI/UX, manual printing, etc. It is a favorable occasion to connect all kinds of designers to get to know and inspire each other, develop themselves, discover other areas of graphic design and to broaden their horizon.

La Toscana offre un sacco di diversi eventi per esplorare il mondo degli interni, mobili o fashion design ospitando numerosi festival, esposizioni, mostra durante l'anno. Quelle occasioni esistono a malapena per i progettisti grafici e illustratori. Numerose scuole d'arte e design si trovano a Firenze per locali, nonché gli studenti internazionali. Il Festival migliorare il contatto tra diversi Academias e scuole, la promozione del dialogo tra professionisti, docenti e studenti. Il Festival lancia a Firenze per dare l'opportunità di graphic designer, illustratori, tipografi e altri rappresentanti del mondo del design, non importa a quale categoria si sono specializzati in, per creare una nuova comunità di persone intorno a un tema che tocca la propria la vita, la generazione e la carriera. Una comunità come questa si apre la possibilità di utilizzare il design come strumento per ripensare, rivalutare, esprimendo preoccupazioni e discutere problemi di generazione. Il Festival mira a coprire tutte le aree di progettazione grafica, come la tipografia, illustrazione, arte multimediale, web design, UI/UX, la stampa manuale, ecc. Si tratta di un'occasione favorevole per collegare tutti i tipi di designer per conoscere e ispirare l'un l'altro, sviluppare se stessi, scoprire altre aree della progettazione grafica e di ampliare i propri orizzonti.

18:00

WHAT?

CHE COSA?

19:00

The program of the Generation Y Festival consists of several lectures, presentations and workshops. The event will open with an exhibition of Italian illustrators and designers creating manually. Some of these exhibited authors will hold workshops for participants to teach and share their knowledge about how to create visuals (using serigraphy, letterpress, etc.). Invited keynote speakers will also put accents on the most important topics of the festival and explore the phenomenon of transformation of design tendencies due to the needs of our generation. Presentations are a free format for local designers and illustrators to present their current or ongoing projects, or share their previous work, touching the topics of the festival, exploring the topic from their own perspective and experience.

Il programma di Festival è composto da diverse lezioni, presentazioni e workshop. L'evento si aprirà con una mostra di illustratori e designer italiani creano manualmente. Alcuni di questi autori esposti terranno workshop per i partecipanti di insegnare e di condividere le loro conoscenze su come creare effetti visivi (con serigrafia, tipografia, ecc). relatori invitati saranno anche mettere gli accenti sui temi più importanti del festival e di esplorare il fenomeno della trasformazione delle tendenze di design a causa delle esigenze della nostra generazione. Le presentazioni sono un formato libero per i progettisti e illustratori locali di presentare i loro progetti in corso o in corso, o condividere il loro lavoro precedente, toccando i temi del festival, esplorando il tema dal loro punto di vista e l'esperienza.

WHERE?

DOVE?

The Generation Y Festival will spread all over the city of Florence. The festival program is intentionally designed in different places and it maps different design related institutions and spaces, giving participants, especially international students, an opportunity to discover people and places in Florence that are connected with graphic design and illustration local scene and create new networks and platform for future collaboration.

Il Festival si diffonderà in tutta la città di Firenze. Il programma del festival è intenzionalmente progettato in luoghi diversi e mappe diverse istituzioni legate design e spazi, dando ai partecipanti, gli studenti in particolare internazionali, l'occasione per scoprire persone e luoghi a Firenze che sono collegati con la progettazione grafica e illustrazione scena locale e creare nuove reti e piattaforma per la futura collaborazione.

19:00 20:30 11:00 12:30

14:00

16:00

21:00

11:00 13:00

15:00

16:00

LE MURATE Exhibition opening “Future of Florence” LE MURATE Lecture Lorem Ipsum “Blah blah Graphic Design in 2000s” CAFE LIBRERARIO Aperitivo and DJ set CAFE NOTTE Creative Morning with Studio Blabla BLACK SPRING Illustration workshop with Name Surname Lots of description here about what it is about, what to bring, what to do how long it will last and other important stuff in 3 or 4 lines FLOD OFFICE talk around tables with Marco or someone else about editorial design or editorial illustration, might be several people that will talk about their experience etc. GATTO ROSSO Workshop or lecture about art and design influance or smth like that with someone from the program CARTAVETRA lectrure “Blabla and the blah” by Name Surname. Short abstract or whatever here in 2-3 lines or more TASSO HOSTEL wrap up evening with participants, music, drink, food and maybe screening something in the begining, not very long, max 1 h and then concert or smth cool like projection, VJ/DJ etc. AMBLÈ Creative Morning with Studio Blabla L’APPARTAMENTO Printing workshop with Name Surname Lots of description here about what it is about, what to bring, what to do how long it will last and other important stuff in 3 or 4 lines LIBRERIA BRAC talk around tables with Marco or someone else about editorial design or editorial illustration, might be several people that will talk about their experience etc. LE MURATE Workshop or lecture about art and design influance or smth like that with someone from the program

17:00 18:00 19:00

21:00

IED lectrure “Blabla and the blah” by Name Surname. Short abstract or whatever here in 2-3 lines or more LA MENAGERE Workshop or lecture about art and design influance or smth like that with someone from the program BIBLIOTECA OBLATE lectrure “Blabla and the blah” by Name Surname. Short abstract or whatever here in 2-3 lines or more L’APPARTAMENTO wrap up evening with participants, music, drink, food and maybe screening something in the begining, not very long, max 1 h and then concert or smth cool like projection, VJ/DJ etc.

ONGOING EVENTS AND OPEN STUDIOS AROUND 10-20:00 LE MURATE Exhibition opening “Future of Florence” 13-17:00 LE MURATE Lecture Lorem Ipsum “Blah blah Graphic Design in 2000s” 10-20:00 CAFE LIBRERARIO Aperitivo and DJ set 10-20:00 CAFE NOTTE Creative Morning with Studio Blabla 10-20:00 BLACK SPRING Illustration workshop with Name Surname Lots of description here about what it is about, what to bring, what to do how long it will last and other important stuff in 3 or 4 lines 10-20:00 FLOD OFFICE talk around tables with Marco or someone else about editorial design or editorial illustration, might be several people tha


6 8 7

5 9 4

1 3 2

1 2 3

Cartavetra

4

Il Gatta Rossa

7

Black Spring

5

L’appartamento

8

Libreria La Cite

6

Via Villani, 15

Tasso Hostel

9

Via Maggio, 64

Via di Camaldoli, 10r

Borgo S. Frediano, 20r

Via dei Serragli, 75c

Via Giraldi, 11

IED

Via Maurizio Bufalini, 6r @whyfestival

Libreria Brac

Via dei Vagellai, 18

Le Murate

Piazza delle Murate

www.whyfestival.com

@why.festival


location | environmental design

locations By unfolding the booklet the viewer &map gets a great overview of all the loca-

tionsthis festival features during the trhee days in which the event takes place. The design of the map is very clear and easy to understand for the user due to the usw of a bright color palette and other important corporate design regulations of the event. 55


advertising | flyer

The headlines on the front of the flyers that promote the Generation Y Graphic Design Festival are questions that touch the main topics of this event. This questions should encourage viewers to think about actual thoughts, problems, changes etc. of our generation relating to graphic design. This questions could be: Why design? Why is graphic design important? Why do we need a festival? Why should our generations come together? Why talk about design? Why talk about printing? Why think about design media? Why millenials? Why do we need a design community? Why think before designing? Why social design? This event covers the answers. 56


57


advertising | poster

58


The promoting posters share the same idea as the flyers. The main questions will grab the viewers attention as well as the patterns in the backgrounds. All necessary informations to the event are visualized in a few lines. Links and QR codes lead to our social media platforms. 59


advertising | poster contest

The Generation Y Graphic Design Festival and The Florentine magazine invite currently enrolled graphic design students in Italy of different disciplines (illustration, multimedia, typography, etc. ) to participate in The Florentine cover design competition called Future Florence.  Florence, capital of the Renaissance, always been a center of interest for designers, artists, architects, tourists and foreign students. The growing flows of tourists have become a challenge for locals and 60

city administration. The rhythm of the city has started to change. Problems of housing and transportation have been in the focus of the municipality for the last few years. It almost seems like a mission impossible – imagine Florence in 50 years. How will it develop? What kind of transformations will it go through according to the current situation? How to preserve the skyline of Florence keeping the city alive at the same time? What picturs in your mind when you think of design, people, environment,

growth, transportation systems or maybe the touristic advertising of Future Florence?  The Deadline for this open call is the 20th of November 2017. The winner of the first prize will be on the cover of The Florentine January 2017 issue. 10 selected posters will be published in The Florentine Janurary 2017 issue or in the online version of the magazine and social media. 30 selected posters will participate in a special exhibition at the Generation Y Graphic Design Festival.


61


advertising | commercial teaser

The commercial teaser of Generation Watch our teasers here: Y Graphic Design Festival announces www.facebook.com/whyfestival the up coming event. The basics shapes and lines of the logo playfully move around until they unify each other and show the actual shape of the logo. The movement of the letters in the text match with the movement of the single shapes. 62


63


advertising | online advertising

Generation Y Graphic Design Festival keeps followers updated on several social media platforms. The webite www.whyfestival.com webite shows the most informations such as details about the festival program, participants, speakers, conducters, co-workers and information about the Future Florence Poster Contest. The festival’s facebook page plays facebook the main part in acquiring as much visitors as possible. Using facebook and the festival’s instagram instagram account the Generation Y team keeps followers updated with several pictures, videos and other promoting posts. 64


65


advertising | offline advertising

The Florentine Press is the voice the florentine of the English-speaking community in Florence. Our writers have chosen Florence out of passion and they write about whatever has inspired them in Florence, Tuscany and beyond. As they discover hidden aspects of the city and its art, battle with language and culture, or taste new flavors in the kitchen, their experiences represent unifying elements of conversation for the expat community but new points of view for Italian residents. The Floretine agreed to be a media banner partner of the Generation Y Graphic Design Fesitival. Besides their cooperation for the Furture Florence Poster Contest, The Florentine promotes our event with a banner in the up coming November 2016 issue. 66


67


Profile for ohdeergraphics

Brandbook WHY festival  

The Graphic Design Festival Generation Y aims to bring together students, emerging designers and professionals to discuss their concerns, th...

Brandbook WHY festival  

The Graphic Design Festival Generation Y aims to bring together students, emerging designers and professionals to discuss their concerns, th...

Advertisement