UNLEASHEDDesign

SIMON LI

Table Of Content1

2

3

4

COMUNICATION DESIGN

DIGITAL MEDIA/ANIMATION

BRANDED FASHION

BRANDED ENVIRONMENT

COMUNICATION DESIGN

DIGITAL MEDIA/ANIMATION

BRANDED FASHION

BRANDED ENVIRONMENT

INTRODUCTION

Helvetica is a neutral typeface, which was designed in 1957 by Max Miedinger along with Eduard Hoffmann at the Haas’sche Schriftgiesserei of Munchenstein, Switzerland. The purpose of the design is to produce a clear, legible typeface. At the moment, Helvetica has become one of the most extensive typefaces across the globe and has continued to be used in the world of design and visual communication.

OPINIONSSeveral artists have endorsed Helvetica. In the documentary film “Helvetica” directed by Gary Hustwit, graphic design-er, Massimo Vignelli himself states, “It’s a modern type, it’s very clear, it’s good for everything. How can they improve it? They’ve got the best already.” This is also supported by a comment made by Rick from London,“You are only really creative if you can be creative with Helvetica. This typeface is perfect. It’s all you need.” Helvetica is a widely acceptable typeface used by highly renowned designers around the world. Nowadays, many choices of typefaces can be used for design project, how-ever Helvetica shows superiority through its durable, clean, understated style. Helvetica design seems to be everywhere around the world, including print media, websites, even TV frame design. A general opinion on Helvetica is its primary form of natural design and commanding structure. There is not too much fashion or power in it. It also has longer history than the other typefaces and somewhat demands a certain sense of respect.Messages are controlled by the visual effects of typefaces. The choice of typefaces often speaks to its audience, trig-gering an emotional response. Today, Helvetica has all the important features of effective design, which is attractive to the readers’ eye. It is perhaps one of the most important reasons why Helvetia is the most influential typeface ever designed.

INFLUENCEFirst of all, Helvetica has successfully been one of the most popular typefaces for over 50 years. Its history outstands its counterparts such as Arial, Times New Roman or Verdana. According to the film, there are multiple designs which incorporate Helvetica in history. Helvetica was designed by Max Miedinger and was published by Linotype in 1983. Linotype’s daughter design company called D.Stempel AG re-designed the original and released it as Neue Helvetica. In fact, Linotype led Helvetica onto another level with the international language development, which was released as Neue Helvetica Pro in 2004.So how does Helvetica continue to influence society? With the development of our modern society, Helvetica has fre-quently been used, notably through corporate identity. It is one of the most popular sans-serif typeface. The phonetic symbol of Mandarin have been developed to Helvetica, be-cause of simplified the language. In the same way, Helvetica exists in alphabets for other countries too such as Korea, Japan and Vietnam etc. Commercial companies including American Airlines have incorporated Helvetica into their logo designs. This has been an effective marketing strategy, as the logo has remained iconic in the commercial world. In the film “Helvetica”, Designer Massimo Vignelli says, “It’s the only airline in last 40 years that has not changed its identity.” Car companies such as BMW, JEEP and TOYOTA have also used Helvetica within their branding identity. Hel-vetica is not only a typeface, it’s also a culture revolution.

CONCLUSIONWith the information above, it’s very important to remember Helvetica is a very inventive typeface and it will continue to hold the world’s attention, certainly keeping us guessing for the future.

REFERENSESLawrence W Wallis. Modern Encyclopedia of Typefaces 1960-90. Lund Humphries Publishers Ltd: 2000.Müller, Lars; Malsy, Victor (Ed.); Langer, Axel; Kupfer-schmid, Indra: Helvetica forever. Story of a typeface. Lars Müller Publishers 2007.http://typophile.com/node/13514http://www.slate.com/id/2166887/?GT1=10034http://www.helveticaforever.com/en/html/helveticafor-ever.html

DIGITAL MEDIA/ANIMATION

HOW’S MOVING CASTLE

INTRODUCTION<<Howls Moving Castle >>is a Japanese animation film written and directed by Hayao Miyazaki who is a manga artist and famous by many anime feature films.This film is also one of the most financially successful Japanese films in history.Hyperrealism,metamophosis have all participated in this anime film.

This film emphasized the theme in the opening by change the appearance of character and create a suspense of the story.Sophie is the main character who has been curses into an old woman by Witch. This character represents a sense of inferiority .She wasn’t confident of herself when she met Howl,but she was brave after been transformed into an old woman and lost her beauty. On the other hand ,Sophie was in the green dress all the way untill the ending,it’s indirectly allows audience to notice that young Sophie was still inside.The colour of the dress also incorproate the feature of sophie in which she is a kind ,gentle and responsible girl.

Sophie

Howl is the boy that Sophie fall in love with.At the beginning of film ,he saved Sophie when she was attacked by two soldiers .In the way he saved Sophie and bring her walking in the sky ,plus using the cheerful sound as background music,it actually established the relationship between those two Characters and telling audiences something is going to happen.His emotion is partly represent from the moving castle which express depressed and low-spirited.However,he is also a hero who wants to protect the town by becomes a winged bird .

HOWL

ThemeHyperrealism is the theme of environment design in this film.This style of painting represents a photorealistic of different back-ground in the scene.It includes interior,outdoor and nature views.The effect of this concept is to create a visual contrast between characters and background and keeping the characters to stay on the top layer of the whole screen.For example,In this picture,it’s clear to see the background is aim to decorate the character because the colours are more varied ,it’s present with brushwork paint-ing with detail. But the character is focuses much more simple colours and shape.Of all the nature view image in the film,the objects in the front are most painted in warm colours ,and the objects at the back are most painted in cold colours ,such as the mountains ,clouds .It’s also interesting to note that hyperrealism has been used in the film somehow brings the character in reality environment.This is the idea about how to attract audience’s attention and make them feel more belonging to the film.The other concept have been present in this film is metamorphosis .The morphing or physical change of one character into something.Transform Sophie into a old woman and the wings on Howl’s back emphasized the central theme of the film and increased the atmosphere of fantasy.

conclusionHowl’s moving castle,reflecting and defining new concept and intellectual,has radically extended the digital media of painting and imagination..Following the innovative ideas about animation,this film has improved the development of digital animation.

Referenceshttp://rogerebert.suntimes.comhttp://www.nausicaa.net/miyazaki/howl/http://www.imdb.com/title/tt0347149/http://disney.go.com/disneypictures/castle/http://www.suberic.net/cgi-bin/dwj/wiki.cgi?Howl%27s_Moving_Castle

BRANDED FASHION

Hip pop is now one of the most popular subcultures around the world and can be identified through various streams such as artists, music, and graffiti. In this article we will discuss how Hip-hop fashion has become such a distinctive component of Hip pop culture and how this has paid influence into modern society.

HIP POP

HISTORY Hip-hop fashion originated within the African-Amer-ican youths and began primarily as a form of expression to develop Hip pop music. It’s generally a unique style of cloth-ing, which symbolized Hip-hop culture and predominantly represents the American youth scene. Hip-hop fashion reached its peak in the early 1980s, which was popularized by brands such as, Le Coq, Adidas and Pro-ked. Such brands released stylish sports and fashion-wear, which was a direct response to the emerging hip-hop scene. This later became the period of old school hip-hop, which directly expressed young and power-ful spirits. Several accessories also became popular with items such as large eyeglasses, bucket hats, nameplates, name belts and multiple rings. Heavy jewellery was also an important feature in hip-hop fashion, later enduring into contemporary society dubbed as the “bling” accessory. Large gold chains, necklaces and earrings were also common and were usually suggestive of wealth and high status.

During the late 1980s to early 1990s hip hop fashion started to attract the fashion world’s attention through the production of baseball caps and bright neon-colored clothing. Many women started to wear over-sized clothing with tight shirts to re-define femininity, which were heavily influenced by R&B artists such as TLC and Aaliyah. High-end fashion designer Chanel held several fashion shows, which represented hip-hop inspired collections.

In the last 30 years, hip-hop fashion has had an immense influence in fashion world. Today, Hip-hop is now something that is prominent all over the world and has been celebrated throughout several ethnicities. America is no longer the only place where we can see hip-hop outfits. Due to heavy media attention and changing social attitudes, hip-hop has influenced other regions of the world such as the Asian culture, where the hip-hop style is repeatedly emulated and celebrated. In China, a number of teenage students deliberately order their school uniform over-sized because they have to wear the uniform 5 days a week. Therefore, many young kids are trying to achieve the hip-hop look and style, which is a direct response of how much it has influenced social beliefs as well as the fashion world.It is more interesting to look at the relationship between sports stars and hip-hop fashion. Michael Jordan is one of the most iconic professional basketballers. Since 1984, NIKE collaborated with Michael to design the “Air Jordan” basketball shoe. This series of shoes became one of the most popular accessories up until now. Even American rapper Nelly wrote a song about these shoes titled “don’t step on my J.”

INFLUENCE

Another popular artist amongst the hip-hop fashion scene was Eminem. He was the only white person who became a successful rapper in the competitive industry. Over-sized clothing, baseball caps and large fancy diamond necklaces became his distinctive style. During the development of Many youths who favoured hip pop music, were often influenced by the way their idols dressed and would frequently mimic their style. This is how the relationship among entertainment artists, hip-hop clothing and fans helped to establish and endure the hip-hop culture.

CONCLUSIONNowadays, hip-hop fashion has continued to uphold its influential reputation with its persistence to spread all over the world. It has remained as an im-portant subculture around the world and will continue to give rise in the future.

1.^ a b c d e f Kitwana, Bakari. The Hip Hop Generation: Young Blacks and the Crisis in African Ameri-can Culture, p. 1982.http://www.hiphopfashion.co.za/3. http://www.kingice.com/hip-hop-fashion.aspx4. http://entertainment.howstuffworks.com/hip-hop7.htm

REFERENCES

GOLDEN MEAN

INTRODUCTIONGolden mean is an irrational mathematical constant approximately 1.6180339 in which the ratio of the sum of the quantities to the larger quantity is equal to the ratio of the larger quantity to the smaller one .It was originated in (490-430 BC) by Phidias who made the parthenon statues that seem to embody the golden mean . The Golden mean has symbolized a great fascination to geometry for a long time and taken an important position in geometry,architecture,music,art and philosophies.It generates new ideas and influenced the development of architecture.

PURPOSEThe purpose of golden mean is t orepresent a sence of order and harmony in visual construction.In golden mean theory ,the pro-portion refers to the equality of ratios which refers to compare the quantitative of two similar objects.Therefore,the feature on golden mean is about transmitted a permanent quality from one ratio to another ratio.It has a consistent set of proportion with the relationship between the parts of a building and the whole.Athought this fact may not be immeriately accepted from audiences,pass a period of time,they might start to recoginized the relationship between the part and the whole.Golden has the function to combining the multiplicity of elements and having all of its parts belong to the same proportions.It’s something that in order and able to creat a consecutive space.

In acient history,Golden mean has been used in many famours architectures,The Parthenon is a significant example to dicuss golden mean.This two image represent the functionality from golden mean in the proportioning of the facade of the Parthenon.It is important to see this image is begin by fitting the facade into a golden mean.This operation repeated indefinitelt to creat a gradation of squares and golden rectangles.Thus,It is important to remember golden mean might be the main technique for the visual beauty of architecture.

EXAMPLES

Secondly,The golden mean has appeared in post architecture as well .The UN building is a example which represents golden mean .Using the mathematical ratio of the golden mean ,the width of the building equals the height of every 10 floors.As a result ,this building was closer to percect ratio by use golden mean .It might indicate that golden mean has influenced artchitecture design and prominent all over the world.

Another contemporary piece of architecture that incorporates the principles of THE GOLDEN MEAN is California Poly-technic Engineering Plaza ,Using the mathematical ratio of the golden mean ,a series of buildings can be generatede to form a unified group wherein every area is proportionate to the others as well as to the overall structure.In this image,the principle of golden mean creats a sense of order among a series of elements which are similar in shape but different sizes.

Indeed,the influence of golden mean is not only exist in the history of architecture, it also appeared in music ,art ,and nature.This knowledge has been around the world for about 3000years,this principle involed many designers to use ,although the actual system changes from time to time ,The contribution of golden mean can not be ignored .

conclusion

REFERENCEShttp://milan.milanovic.org/math/english/golden/golden.htmlhttp://www.thegoldenmean.com/http://photoinf.com/Golden_Mean/http://www.astridfitzgerald.com/goldenmean.htm<<architecture>> form,space,and order . Francis D.K.CHING