When I first looked at the brief I thought that creating an interesting poster and logo that combined words and images would be quite straight forward, and due to this I gathered many initial ideas, one of these then became developed through out my work into my final logo. For the poster I had ideas about combing mathematical symbols into the structure of buildings with visit Cambridge being the support at the bottom of the buildings. I attempted to develop this idea further but I found that it wasn’t as effective as how I had envisioned it. Through this brief I looked at visitcambridge.org’s current visual identity to create a basis of what my work should be similar to. I then created visual identity sheets and mood boards which were a basis of my idea process, from doing that I was able to thumbnail ideas. The ideas I had created had influences from the research I did into words and image combination within art, graphic design and tourist branding. This research allowed me to think outside of the box and create exciting and original ideas with links to graphic movements. I took what I felt were my most successful thumbnails forward, and digitally created rough copies of them, I then criticised them from what hasn’t been successful, to what was working and how I could improve them. I carried on doing this taking what I felt to be my most successful and developing the idea further until I came to a final outcome.
I found looking at typography and typefaces the most interesting part of this brief to work through as it taught me many new things and helped me develop my ideas in more of a graphical way. Looking at typography taught me that, it isn’t just there for what has been written but for what the typeface, the positioning, the stylisation conveys. Through my research I found out that within words and image combination it pays off to stay simple within the combination to create an effective, yet interesting design. This was shown to me through Abraham Games Jersey poster.
My research into other designers, artists and illustrators helped me find successful examples of words and image combination that helped me through this process. These are; The Studio (David Delgado, Joby Harris, Delgado & Lois Kim), Visions of the Future, Lucy Loves This, New York, Enrico Prampolini, Broom, vol.3 no.3, Chip Kidd, The Boomer, Abraham Games, Jersey and AkaCorleone, Find Yourself in Chaos!
I decided to be influenced by Abraham Games as the way Abraham Games has combined words and images together was highly clever even though the combination is slight, it is effective, creative and interesting, in his Jersey poster. This was an element I wanted to replicate within my own work as not all of my word and image combinations have to be large and stand out as that may take away from the message. I also took great influence from Chip Kidd and Penguin Books: Travel with words, London. I was influenced by the two piece’s of work as their designs were minimalist but extremely effective within words and image combination, they both were heavy in typography which was something that I wanted to do throughout my works as I felt that this would attract my target market of 35-60’s more effectively.
I feel that in this project my exploration of words and images were vastly quite different at the beginning stages, as you could see that each idea had been influenced from different artists and designers but also were trying to convey different messages. You can see the most differences within my Logo Ideas as each logo had quite different approaches to combining imagery together, with my bus shelter/mathematical logo to the use of decorating the typefaces to become buildings.
Throughout the project I feel that these were the most successful combinations of words and images, due to their innovative, creative, and originality. I have chose these 5 examples as they all use different approaches on the brief, and all influenced my final outcomes in a way. The two logo ideas I felt have been the most successful due to the simplicity that the images have been combined into the type, the use of a cyclist to create the I in Cambridge pushes what has been asked of me, as not only does it combine words and images together but it also has deeper connotations and helps brand Cambridge in a way that is known to the public. The other logo used the idea of turning the M into a building, in this case Kings College. Even though this logo was not taking forward to be developed I used the idea of turning type face into buildings throughout to my final outcome, with every M becoming a simplified line drawing of Kings College. These three poster ideas I felt were highly successful in their combination of words and images. The birds eye shot of Cambridge’s river, with the blue and green colour palette hadn’t turned out successful but the idea and what I would have done in the developmental process meant that the words and image combination idea was innovative. If I had taken that idea forward I would have removed the river imagery and warped the text better to fill exactly where the river is, I also would have used my research into Lucy Loves This more, with adding illustrations of Cambridge’s iconic landmarks. The periodic table developments I felt were the most successful, due to the originality of idea, combination and general aesthetic.
In this project these logo and poster ideas I felt were the least successful in words and image combination. With the poster, that was influenced by the postmodern movement, I felt that the words and image combination was messy, hard to understand, and wouldn’t attract my market of 35-60 year olds, looking for a historical day out as they colours suggested more of an art, lively, chaotic atmosphere. Within the poster development, that used imagery of a periodic table, with a drawing of Kings College behind, I felt wasn’t successful as the overall combination was boring, and quite simple and basic – which I doesn’t work when advertising a place as it has the wrong message conveyed. The bus shelter logo idea with people underneath creating the word visit creates fun imagery that would have worked for the brief, but the combination of words and images doesn’t showcase Cambridge successfully, and to someone who doesn’t understand the deeper meaning of the “bus shelter” division method wouldn’t understand the logo.
I decided to take this rough logo idea forward as the subtly of the combination felt that it would be the most effective as a logo design. I also chose this idea as I could see many ways to develop and experiment with this idea to push it forward in terms of words and image combination. From my other rough logo ideas I felt that this one was the most innovative and exciting idea to take forward, as the others would be too hard to understand or they wouldn’t have been original.
I went and refined this idea in many different ways; from quite subtle colour changes, to turning the typography into road imagery. In my refinement stages I wanted to see how I could push the idea to make it be the most successful in words and image combination, but I found out from doing this I have to be selective, as with some of the developments there was too much going on, distracting from the simplicity of the idea and the fact that it is a logo.
I felt that the poster that used imagery of Kings College and the periodic table would be the most exciting idea to take forward, due to messages conveyed, and how original the combination of words and images were in tourist branding. In my developmental process I took the basis of this poster which was the periodic table and the typography that looked like elements and played around with adding a road map of Cambridge in the squares, drawings and stronger imagery. My developed posters mainly looked at composition and colour as I felt that the words and image combination couldn’t be improved much further due to how well it works. I did though look at turning the typography into buildings this way adding a further layer in my words and image combination.
This is my final logo. I have used influences from my research, used my own critical comments and added my own personal style to create this outcome. I feel that the logo is innovative, exciting and interesting in terms of words and image combination. The use of the simple cyclist illustration, filling most of the height in the logo, used as the I has set a stylish, yet understandable brand image that could be used and repeated through out Visit Cambridge’s visual identity. The process of creating this logo fully exploited the use of words and images, but I decided that aesthetically this wouldn’t work well as it meant that the text was heard to distinguish and also drew away from the fact that this is a logo, and not a poster. If I were able to improve my logo in terms of words and images I would look at adding a bike wheel and foot print pattern to the type, this just adding another creative depth to the outcome and also re-conveying this idea about traveling and visiting Cambridge.
My final poster combines many different words and image combinations, and meanings from: turning letters into simple building drawings, using scientific imagery and basing the typography layout to work within and to convey the rich science history at Cambridge, to quite simply using colour within the type to reflect the highlights and shadows within the imagery. I think with using these different elements my poster is highly innovative and impressive in words and image combinations. For the website I took Cambridge’s skyline and removed the text visitcambridge.org, I also turned the O into a bike wheel, though this is hard to see as it is quite small.
I think that my final poster does fully exploit the use of words and images in a way that is appealing and easy to understand. This being said, I could have drawn more buildings into the typography to combine further, but I feel like this would have over complicated the overall look and feel to the piece. If I were to improve my final poster, where I have used the negative space of the squares to darken the photo, I would on an extremely low opacity remove the words visit Cambridge, which would be made out of buildings, across the whole of the canvas, and this way making a subtle combination.
From this project I have learnt that not every idea that you produce will work, look a certain way or even been successful – but that doesn’t mean it wasn’t worth it or vital to the process as it shows you what not to do in your work and allows you to make improvements and choices that you may have not thought about previous to the piece, the experiment.