(revised) Project Proposal
AG1064A: Professional Practice – Project Proposal
Project Title: (The Design of) Broadcast Identity
Proposer: Iain J McCallum
Student Number: 0904111
Programme: BA Computer Arts (Hons)
Specialism(s): Motion design
Project Description
Abstract
There are more than 7200 television channels broadcast in europe alone, and a further 1400 available. World wide the total number ranges from 15000 into the 'millions'.
This drives a need for each station or network to step out from the crowd and draw in an audience already buried under a deluge of media. Creative brilliance is therefor a requirement in the realisation of channel design, new programe packaging, promotion clips and advertising concepts.
This study will focus on describing a rout through which the goals of a channel can be developed into a visual identity that set it apart from the competition. Research into motion design, branding and graphic design will inform a practice based approach with the full production of a visual identity being the final aim.
Project Aim and Objectives
To investigate how the marketing goals of a television channel or network drives the design of its branding, and to demonstrate the development and production of its visual identity
The objectives are as follows:
1 Review and evaluate literature on motion design
2 Investigate and analyse examples of motion design
3 Conduct practice based research in the creation of visual identity
4 Create and critically evaluate a visual identity through motion graphics
Rationale
With an unbelievable number of television channels broadcasting around the world, there is no shortage of demand for design studios to create, revise or reinvent visual identities. The processes each studio uses in its work flow will differ hugely but still share certain fundamental elements. This journey from the character and goals of the client to the finished product can be a testing one but one which every creative must undertake.
It is hoped that this study will help facilitate an in-depth understanding of the process by which the visual language of identity is created. For practitioners in the business of producing identities this knowledge is essential. It is the key to ensuring the design communicates exactly what is required of it. Too many fall into the trap where by "The form [is] dictated by the machine, and so, surprisingly, [is] some of the content" (Kyle Cooper, 2006). In other words the work fails in its goal of communicating an identity and instead advertises a mastery of design software. But, holding onto and staying true to the goals of the work through development and creation can result in a design that transcends the fashion of the moment and becomes a message that will not fade with time.
There are others who have collected and analysed information on similar topics. Mark Oldach authored the book 'Creativity for graphic designers' outlining processes of development which include many methods relevant in designing broadcast identity. Other valuable sources of information are 'Motion by Design' by several authors and 'Showreel.01' by Bjoern Bartholdy which both outline a number of case studies on design practices working through several disciplines.
Finally there are the multitude of authors describing rules, theories, laws and ideas in the creation of graphic design within which motion deign has its origins and can there for draw from for creative guidance.
Project Methodology
In order to achieve the objectives listed above, a practice-based methodology shall be deployed. This shall focus on the development and production of visual identity in broadcast through practice-based methods, leading to the production of graphic development, motion design tests and finally a completed visual identity.
A progress diary shall be maintained through out the extent of the project documenting activities undertaken by the project proposer. The diary shall collect all research and practice based development in the form of an online blog. This blog shall include a detailed breakdown and presentation of the various elements that make up the body of the honours project.
A literature review shall be produced in order to document the proposers investigation into existing sources of relevant information. This shall focus primarily on graphic, motion and broadcast design. The review shall be complimented by visualisation techniques such as mind mapping and graphic portrayals of information demonstrating the proposers understanding of the subject.
A research diary shall be kept in order to document the proposers examination of case studies. These shall focus primarily on visual identities developed for television networks and channels. The diary shall also document the analysis of each study.
Practice based media tests shall be conducted. These media tests shall experiment with techniques in the creation of motion graphics in various styles. They shall also experiment with design choices identified in both the literature review and research diary. A collection of the media tests shall be produced alongside documentation of their analysis.
The design and production of a final visual identity for a broadcast entity shall be used as a research method. This piece shall encapsulate all of the major findings of the research exhibited as a fully developed piece of motion design portraying a visual identity.
As the methodology is practice-based drawing entirely upon arts practice methods, it is important that all materials are accurately and efficiently documented, and that transparency of process and analysis is achieved.
Outcomes and Deliverables
The following deliverables shall be provided as evidence of having achieved the four objectives:
1.1 Literature Review
Online diary documenting the research activities undertaken for objective 1.1
Document reviewing the literature researched.
2.1 Research Diary
Online diary documenting the research activities undertaken for objective 2.1
Document critically analysing the case studies and their methods in creating visual identities.
3.1 Media Tests
The media and project files used to create each test.
The collection of finished media tests.
Document reflecting on the processes and results for each of the media tests undertaken.
4.1 Practice
Online sketchbook and notes showing background information and analysis of the 'client'
Online sketchbook and notes showing development of the visual identity.
The completed motion graphic piece showing a visual identity
Document critically evaluating the final piece.
Much of the work produced as a result of the five methods shall be incorporated into the end of year exposition. The exposition will showcase the entirety of the research process, clearly communicating how the end artefact was achieved.
Additionally, the dissertation shall communicate the result of the literature review, the development of methodology, and the research findings.
Expertise and Experience of Project Proposer
The project proposer has approximately 2 years experience working with Autodesk Maya and 6 years working with Adobe Creative Suite. In particular, the proposer has a thorough understanding of production processes and the principles of animation. Previously, the proposer completed short films as part of university coursework, and has some experience producing scenes for external projects.
However, it has been identified that the proposed will require more in-depth knowledge of VFX in Houdini, compositing in Autodesk Flame and motion graphic creating in Cinema 4D. As such, as part of the project, the proposer shall aim to develop his skills in these areas. This work shall be carried out predominantly in semester 1, in preparation for the honours project module in semester 2.
Additionally, it has been identified that the proposer currently has a limited knowledge and understanding of motion graphics and graphic design. As such, it is crucial that the proposer engages with the literature in history, development, and making of graphics early in semester 1. This will feed into the literature review and dissertation as well as underpin good production practice.
Timetable
The following timetable shall be followed from early-November 2011 until May 2012, and shall result in the creation of the project artefact and dissertation.
Ethics and Risk Assessment
There will be no participants in this study besides the project proposer. The proposed shall work primarily in the studio, and will not encounter any substantial risks to health or safety in the execution of the project.
The completion of media tests as part of method 3 could be delayed to the point were information gathered would be insufficient in informing the project and final work. As a result the project and final work would rely on the information gathered in methods 1 and 2.
Availability of hardware facilities within the university may be limited to such an extent as to impact on the completion of an appropriate amount of media tests or on the production and rendering of the final piece. In these circumstances privately owned machines equipped with trial software will be employed.
There is the potential that failure to complete all specified art assets as part of method 4 in time would impact on the completion of the final piece. As such, a backup plan will be to make use of existing assets from method 3 alongside visualisations from method 1 in order to complete the final presentation of work.
Resources
The following resources will be required in order to accomplish the proposed project:
Autodesk Maya
Autodesk Smoke
Houdini
Cinema 4D
Adobe Photoshop
Adobe After Effects
Adobie Premier
Final Cut
Toon Boom
Acces to maya pc's for rendering
References
Bartholdy, Bjoern. 2007. Broadcast Design. Cologne:Daab gmbh
Bartholdy, Bjoern. 2007. Showreel.01 53 projects on audiovisual design. Cologne:Daab gmbh
Booth, Edward. 1980. The Language of Graphics. London: Thames and Hudson
Drate, Spencer, Robbins, David, Salavetz, Judith. 2006. Motion by Design.London: Laurence King Publishing Ltd
Newark, Quentin. 2002. What is Graphic Design?. Switzerland: RotoVision SA
Oldach, Mark. 1995. Creativity for graphic designers. Ohio: North Light Books
Ritchie, Ian. 2005. Design Choice: Channel 4 Idents. Marketing (London). 09/07/2005. pp. 13
Wildbur, Peter and Burke, Michael. 1998. Information Graphics, Innovative Solutions in Contemporary Design. London: Thames and Hudson
Thomas, Gregory. 2000. How to Design Logos, Symbols & Icons. Ohio: How Design Books