Literature review notes
DEFINITION OF TERMS - the mix of disciplines from which motion design can occur.
The problem / question.
This research, being focused on a visual development of identity in motion design, is effectively based on the principles and theories of graphic design. As motion design can be visualised as graphic design with the added dimension of time, the literature of graphic deign will form a significant portion of the resources. This will give the study a grounding in the principles of design before moving into broadcast identity.
William Addison Dwiggins is the man many consider "the father of the term 'graphic design'" Quentin Newark 2002. In 1922 he coined 'graphic design' in describing the layout of artwork and type, an alternative term he also used was 'super-printing'. As far as Dwiggins was concerned "The printing designers whole duty is to make clear presentation of the message - to get the important statements forward and the minor parts placed so that they will not be overlooked."
His approach, developed through a career of commercial messages, contrasted that of Francis Meynell, a poet and printer who dealt with literature including Shakespeare. In a piece entitled 'With twenty-six soldiers of lead I have conquered the world' Meynells aesthetic leaning is reflected.
"All the heights and depths and breadths of tangible and natural things - landscapes, sunsets, the scent of hay, the hum of bees, the beauty of which belongs to eyelids (and is falsely ascribed to eyes); all the immeasurable emotions and motions of the human mind, to which there seems no bound; ugly and terrible and mysterious thoughts and things, as well as beautiful - are all compassed, restrained, ordered in a trifling jumble of letters. Twenty-six signs!"
The opinions of these two men represent "the poles between which the graphic designer must choose a position." Function versus Aesthetic, an opposition of design philosophies which applies universally to any kind of creative endeavour.
Since Dwiggins coinage of the term it has evolved to concern a far wider range of disciplines and shifts within culture and technology. Through research it can be found that the term 'graphic design' has a more fluid than defined application. Christopher Prendergast points out the the error in offering a defined meaning as "A single, generalising description misses too much and is destined to do so, if it is offered as 'the' description". As a result this proposal will only be concerned with some of the more relevant disciplines enveloped by the term; Typography, Logo design, Photography and Illustraition. With the introduction of motion, further areas are required to be considered; Screen writing, narrative, editing, directing, animation and cinematography. Every one of these feeds into the successful development of a visual identity, they also represent areas in which a designer can fall short and jeopardise a project.
Each term / area… … … its relation / relevance for visual identity in motion design.
reference to literature on the topic.
typography
Many more poems and quotes born from the importance of written language.
In an online discussion concerning the digital-age relevance of this quote, and others similar to it, I found an amusing parody "With 256 ninjas of unicode…"
Began 3000 years ago, the representation of sound through marks.
lowercase developed in the late classical and medieval by scribes for efficiency
Most typefaces used today still based on the physical constraints of the letterpress
aesthetic verses function here: aesthetic calles for more expressive type whereas function requires only minimal changes to the result of the form of letters reaching their 'zenith' with typefaces such as Helvetica and Univers. (designed within the tradition of the Bauhaus)
"You cannot use a typeface without typography"
Jury, David. 2002. About Face. Switzerland: RotoVision SA
Illustration
Branding - logo design
Thomas, Gregory. 2000. How to Design Logos, Symbols & Icons. Ohio: How Design Books
Silver, Lisa. 2001. Logo Design that Works, Secrets for Successful Logo Design. Massachusetts: Rockport Publishers, Inc.
Photography - cinematography
Animation - Motion design (narrative - screen writing)
editing - directing
BROADCAST DESIGN - idents, logos, symbols, studios, channels, networks, general aims, marketing - requirement for motion design therefor the requirement for each studio to provide for the client
development
where it is today
Ritchie, Ian. 2005. Design Choice: Channel 4 Idents. Marketing (London). 09/07/2005. pp. 13
Bartholdy, Bjoern. 2007. Broadcast Design. Cologne: Daab gmbh
SCHOOLS OF THOUGHT / CURRENT OPINIONS
Gestalt
function versus aesthetic
Aesthetic philosophy
Ranciere, Jacques. 2004. Aesthetics and its discontents. Cambridge: Polity Press
theories of design + branding
grid, line, colour,
Cabarga, Leslie. 1999. The Designers Guide to Colour Combinations. Ohio: North Light Books
SUMMARY (by studying … it is hoped that …)
why this study is studying what it is and how is it studying what it studies with a fizz
"Today a seasoned broadcast designer is expected to command a baffling array of professional abilities the include, amount others, the typographic chops of a print designer, the motion and timing smarts of an animator, the stylistic rendering talents of an illustrator, the narrative skills of a writer or editor, the music sensibilities of a composer and the cinematic and live action directing abilities of a film maker."
summary of schools of thought - the proposal has achieved an understanding of these schools? dissertation will further this through discussion of the specific theories.