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Graphic Style Lab - Steven Heller
Graphic Style Lab - Steven Heller
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ISBN: 978-1-59253-910-9
Printed in China
3
PLAYING WITH PLAYING WITH VISUAL
VOICE
OLD
preface
-NEW-
PERSONAL STYLE: STYLE
PRO A CON 7
1. Create an album cover that parodies famous
1920s Russian avant garde design using a photo
of yourself. 30
HAVE FUN . . .
PLAY
package to make it more appealing to an
upscale consumer. 34
know the
8. Create the identitylogo, signage, menus,
and matchesfor a restaurant that has a 15. Express a personal voice in a public
styles youre
vintage French bistro theme. 48 space. 70
9. Conceive and design the packaging for a 16. Create a vintage typographic identity for a
ATTITUDE
17. Transform a digital idea into an analog
outcome. 78
23. Parody any well-known rock-and-roll poster
from the 60s to promote a contemporary
TYPE
37. Create a blackletter typeface that
is old and new. 146
SIMPLICITY + COMPLEXITY
PLAYING WITH newspapers. 172
SSTYLE
TYY LEE
GRAPHIC
GR
G C
STYLE
STY
TYL
TY
YLLE
LE
GRAPHIC
GRAPHIC
E
STYLE
STYLE
S TYLE
E
GRAPHIC
STYLE
STYLE
E
LE
IC
GRAPHIC
PH
RA
G
Y
GRAPHIC
STYL
STYLE
STYL
ST
S
STEVEN HELLER
PERSONAL STYLE:
PRO CON A
Should I have a personal style? What is style?
Is it right to borrow styles?
T
hese are the most common questions from design and illustration studentsand rightly so.
Style is a precarious notion.
Often style is considered more important than substance. Sometimes style is substance.
This book attempts to answer these questions through fty exercises/case studies of how styles are used
(sometimes abused) and how they can evolve into a distinct design personality, if only temporarily, for the
designer. The case studies address the distinctions between personal and universal style, historical
and contemporary style, one-of-a kind styles, and how lettering, type, and typography can dene style.
Everyone has personal characteristics that distinguish or identify one from another. That is style.
All designers use stylistic elements in their work. Style is an essential marker. So choosing a style or
styles is critical. Sometimes the content of an assignment demands a certain style. Sometimes a designer
simply wants to have a certain look. Whatever the rationale, it is important to know the options. This
book is about how to experiment, or play, with styles to become more adept inside and outside of the
classroom. Through fty examples of professional and student work, Graphic Style Lab will provide
the impetus for designersbeginning and practicingto learn more about the role style plays in the
theater of design.
HAVE FUN
P A!
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lay triggers a creative chain reaction that results in graphic design. Without play, design
is an orchestrated symphony of visual and textual components neatly composed for a
!
particular purpose. With play, design is like improvisational jazz, a concert of many signs
and symbols. Duke Ellington could have been talking about playing with graphic style when he said
about jazz: Youve got to nd some way of saying it without saying it. This applies to design and
designers, too.
Can there be anything more satisfying, albeit stressful, than sitting in front of an empty screen
(or piece of paper, if you prefer) with innite options at your ngertips for expressing yourself
through graphics and typography? I recall my elementary school art classbefore all the state
funding dried up and everyone was required to take an extra period of Mr. Carnahans wood shop
when, as a respite from a preset three-Rs curriculum, students were given license to veer blithely
into the impromptu realm of creative serendipity. Such freedoms are often discouraged in the real
world, and even graphic designers (although we are artists at heart) are reticent, especially when
starting out in the profession, to embrace the innite options of creative outreach known as play.
Some design pundits argue, however, that graphic design is not about license but rather about
establishing order and structure from chaos. When chaos is the enemy, simplicity and cleanliness
are the ultimate virtues. Some classic graphic designs that conform strictly to formalistic dogma
are indeed admired and revered for awless precision. And why not? Precision is a good thing
in moderation.
A significant proportion of exceptional designs have also busted those same admirably rigid
dictates. Just as chaos breeds order, order breeds the need to examine less orthodox alternatives,
which invariably requires play.
Play is abandon born of exploration; play activates that sense of uncertainty about what lies
around the corner, yet you go there anyway. While following a strict design template may, for
specific jobs such as an IRS form, be the right course of action, nothing beats play for creative
profit. Play is neither following nor leading but rather remaining open to and engaging with
unanticipated possibilities, free from the doctrinaire formalism that can erode creative instincts.
There are plenty of psycho-sociological theories that describe the mental health benets of play
as, for instance, a therapeutic release of tension or a pathway to enhanced cognition. These theories
11
A GLOSSARY
know the
styles youre
playing with
V
intage clothing stores are more than places to buy new/old
fashions. They are reliquaries of history. Vintage graphic design,
likewise, is more than a swap shop where one style is traded
for another. Designers can learn a great deal about art, culture, and
technologycontextfrom the historical styles they experiment or
play with. But before trying on or taking a style for a spin, get to know
the historical options that are available. Playing with graphic style is
more satisfying when there is uency at the core.
13
art deco
Launched in Paris at the 1925 Exposition
internationale des arts dcoratifs et industri-
els modernes, lart moderne (also referred to
as modernistic) was a major commercial style
designed to supplant the eccentricities of art
nouveau. As it happened, it was no less deco-
ratively ostentatious, but in a more modern
and thus contemporary way. Rather than
curvilinear, its signature motifs were rectilin-
ear; instead of excessive amounts of oriated
decoration, it was more machine-like in its
linearity. The term art deco is a contraction
of the original exposition coined in the 1970s
for one of the exhibitions to show off decos
wares. The style did, however, underscore not
only a period but also an attitude that con-
tinues to hold sway as a marker of the period
when it ourished.
15
17
futurism
Italian futurism was a cultural insurgency out from reliance on staid central axis com-
that insisted art and design were inextrica- position to dynamic asymmetry. Typeset
bly linked to machine-age technology; the and hand-drawn letterforms were no longer
graphic style that best expressed their ideol- quietly or elegantly printed on a page; they
ogy was a noisy, dissonant cacophony of were transformed into vibrant onomatopoe-
letters, types, and words that was a curious ia. The goal was to recast language by elimi-
mixture of archaic letterforms and futuristic nating conventional grammar and syntax,
compositions. Filippo T. Marinettis First and this was manifest in the invention of his
Futurist Manifesto, published in 1909, was a most emblematic visual/verbal poetic form,
paean to progress and a call to arms. Futur- parole in liberta (words-in-freedom), which
ist manifestos were written in impassioned he created specically to express notions of
prose and composed in bombastic layouts speed through a compositional economy
with type that exploded on the printed page. of means.
Futurism was a radical shift in type and lay-
19
postmodern
After modernism, then what? Postmodern Derrida that challenged the receiver of visu-
(PM) graphic design emerged roughly in al and textual messages to comprehend the
the mid-80s, reached its stylistic zenith complexity of meaning. Layering, distortion,
during the late-90s, and was character- and density are PM traits created as much
ized by stylistic eclecticism. It started to emote as to be read. Postmodern was not
before the computer but derives much of its monolithic. Other groupings of styles were
thrust from the Macintosh revolution that welcome in the big tent. Proponents of new
spawned the rst wave of digital type design wave (which Gary Panter called sterilized
and later ad hoc fontography. An academic punk), grunge, post-punk, retro pastiche,
style, it integrated theory, politics, and social and vernacular took pains to throw off
relations into design practice and by exten- the yoke (or grid) that Swiss modernism
sion inuenced the typographical fashion had imposed since the early fifties. PM
of the moment: deconstruction. This was an promoted complexity over simplicity,
intellectual approach of analyzing texts in- objectivity routing subjectivity, and
troduced by poststructuralist critic Jacques ornament defeating austerity.
punk
Like Dada, punk (or its contemporary, semblance of conventional techniques. The
grunge) is authentic anti-design design. devices that gave punk its lookcut-out
Purposefully ad hoc, the style represents letters, ripped clothing, safety pins, and Day-
a deliberate rejection of graphic design Gloquickly became design clichs, like psy-
rules. The term punk, which denotes petty chedelia, either co-opted or happily adopted
thugs and jailhouse paramours, is echoed by by the mainstream.
graphics meant to be dirty and uncoutha
violent rejection of pseudo-psychedelic hip-
pie pop. There are various punk strains with
different design signatures. English punks
argue that their ransom note and magic
marker graphics are free of any professional
contamination and more like Dada. Yet
there are plenty of punk albums, periodicals,
and posters that conform to at least a small
21
23
surrealism
Surrealism was a liberation of the uncon- in various
scious activity of the mind. In 1924, it began disciplines. Both
as a literary style that involved automatic or mysterious and
subconscious writing, but soon the dream- accessible,
like language of surrealism was manifest in surrealism
pictorial art. Surrealism induced physical provided a modern
and mental vertigo that both stimulated means to visually
and sabotaged perception. Surrealistic express complex
imagery had been used without the label in as well as simplis-
the popular arts since the mid-nineteenth tic ideas. The art
century. The macabre, dreamlike cartoons critic Lucy Lippard calls surrealism
by French caricaturist J.J. Grandville, house broken Dada . . . Northern fantasy
circa 1850, pregured contemporary subjected to French lucidity. As commercial
science-ction art and surrealistic musings. art, surrealism was a benign tool used for
By the late 1930s, surrealism had become a advertising perfumes and cosmetics, not a
common trope for many commercial artists revolutionary language.
25
27
PLAYING WITH
OLD
-NEW-
STYLE
Y
oung designers are always amazed when they learn graphic
design is historically rooted in styles that dene certain periods
and that there are so many of them too. Graphic styles are
composed of the good, bad, and uglyand often the bad and ugly are
the most popular. In this section of exercises, the goal is to suspend value
judgments in terms of what style was best and worst, but rather to adopt,
adapt, and interpret all of them as parts of your own graphic design
voice. The outcome of each exercise may not (and probably will not)
mean you are committed to a particular style, but it will enable you
to appreciate the stylistic tools at your disposal. It will also, one hopes,
allow you to mix and match, to create hybrids that may evolve into a
personal approach or style. Now, let the play begin.
29
EXERCISE STEPS: Andy Partridge wanted to create a pitch-perfect, yet witty reinterpre-
1. Select a black-and-white photo of yourself tation of a rare, typographically raucous, 1930 Russian constructivist
book cover composed by avant-gardist Solomon Telingater. Andrew
and remove the background.
Swainson, of Londons Cactus, designed Gonwards, a CD box set of
2. Choose typefaces that reect the spirit of the style. songs by American expat Peter Blegvad and Partridge with the aim
a. Limit yourself to six typefaces. of making it old and new at the same time. The front was printed in
b. Mix and match the types to give a raw quality. trompe-loeil fashion that simulated indications of wear and tear, so
the entire package appears a little soiled, like a vintage orange Kodak
3. Combine the type image and image into a collage lm box. I thought it was rough, beautiful, modern, Blegvad says
or montage against a contrasting background. of the design. I saw the potential of having our titles in place of the
4. Add elements to give your character a unique twist. Russian type on the front and of Peters head and mine replacing
Kirsanov [the photo on the original]. I liked the damage on the one
5. Add color and shading to give it an antique or
I saw. It reminded him of various graphic boxes he admired, such as
distressed appearance. matchbox labels with disparate typography, out-of-register printing,
dreamlike, cartoon-like images that seem oddly noble.
1. Change colors.
2. Alter typefaces.
3. Rearrange the elements to create a
completely different composition.
4. Create a hybrid of constructivism
and something else.
5. Try it with more than one photo.
Opposite/This Page
Inspiration: Solomon Telingator, 1930. 31
EXERCISE STEPS:
TITLE: Design and Style
1. Select three distinct graphic styles. DESIGNER: Seymour Chwast
EXERCISE STEPS:
Irving Farm sells coffee beans from around the world. It also has a store
that sells its own coffee and pastries. The original bag design was not demon-
strative enough. Louise Fili designed a prosaic visual environ that combined
nineteenth-century decorative graphics with 1930s typography and mixed
it together with a contemporary color palette. The two different styles of bags
represented an upgrade of the product, and the stamps were used to indicate
which bean was in the package.
EXERCISE STEPS:
TITLE: Mercado Social Club Miguel Mercado, originally from Puerto Rico and now in his mid-
DESIGNER: Bridget Dearborn seventies. He has been hosting a weekly dominoes game in his kitchen
for over twenty-ve years. I decided that I would make a special set of
In Touch Someones Heart, a class taught by Stefan Sagmeister in dominoes for him, branded as if he had his own social club. Dearborn
the MFA Design/Designer as Author + Entrepreneur program at the specically took as inspiration artifacts from the golden (or pre-
School of Visual Arts, Bridget Dearborns assignment was to create Castro) era of Cuban graphic style, especially the cigar boxes, which
a designed object that could touch the heart of someone she knew. have become the vernacular of this genre. The typography, the
I live in an apartment building in Brooklyn, Dearborn explains, palette, and the patterns used in this style capture perfectly the energy
and I am friendly with all of my neighbors. Directly below me lives of this group of friends who have played together for so long.
EXERCISE STEPS:
Working closely with the Mot Hennessys new concepts team, Werner spoke to the spirit of alchemy. The visual inspiration was interpreted
Design Werks developed the 10 Cane Brand, made specically for by mixing an elegant and classic crest with an irreverently placed
mixing premium cocktails. The essence of the creative direction was label. The crest, which is nearly obliterated, depicts the monkeys that
the single word alchemy, says Sharon Werner, whose team developed roam the island of Trinidad, and the ten stalks of crossed cane dene
names, brand stories, and packaging directions that all incorporated the number of sugar canes pressed into each bottle of 10 Cane. Foliage
alchemy in various ways. Two images drove home the concept, a intermingles with traditional heraldic iconography and Saccharum
Marcel Wanders plate and a Custo Barcelona photograph, which Officinarum, which simply means sugarcane.
41
EXERCISE STEPS:
EXERCISE STEPS:
2. Conceive the name of the beer you want to brand DESIGNER: Timothy Cohan
or rebrand.
For this special label and package for IPA beer, Timothy Cohan
3. Select a typeface from a wood type source that is illustrated the label and hand lettered the typography. The illustra-
condensed enough to t on a label but is still readable. tion is a view of the LA beach from my former office window, he says.
4. Bottles are not at, so your design should conform The portrait on the neck of the bottle is a former colleague and (still)
to the contours of the surface. friend of mine, who was the target audience in this assignment. Beer
identities often blend old and new to suggest heritage on the one hand
5. Sketch with pencil various iterations of your label.
and contemporary attributes on the other. Although Cohans typog-
You are not making a logo, per se, but a title that will raphy has a retro or vintage aesthetic, and the shape of the label has
be iconic. a classic feel, the fusion of hand lettering and loose drawing speaks
6. Avoid your label looking retro by adding a contemporary to the present. Cohan says the approach he devised also speaks in
or futuristic element. my voice. Neo-Victorian lettering is used for the brand name, with
homespun illustration emphasizing the artisanal quality of the brew.
7. Print out the label in color on a laser printer, cut it out
The typography is at once newly designed in a vintage style, giving the
with a knife or scissors, and affix it to your bottle.
consumer the sense the beer has been in existence a long time.
vintage:
,/!!#-.1),/-#(0#(.!0,.#-'(.
*#./,) ,/!!#-.
"#')(-"*&&
!%!,)/()&),#(-.) 1"#.
,(.),,-(#&&/-.,.#)(-
.#&#&&/-.,.#)(-,.",."(*").)!,*"3
modern:
.&%!,)/(
#,(.)&),-
#./,) "#*-.,
47
EXERCISE STEPS:
TITLE: Perfetto
DESIGNER: Louise Fili
4. Juxtapose contrasting or complementary types ket. She made a card with a piece of wrapping paper from Volpetti,
a famous cheese and salami shop. And for Cartolerio Pantheon, a
and typography.
close-up of a vintage calligraphy manual was just the right touch.
5. Use these collages as the basis for page compositions. Although Toros artifacts were vintage, the overall look and feel of
6. Design a cover. the boxed set was entirely contemporary.
W
e all have a certain tone, timbre, and accent in our speaking
voicesso, too, in our design and visual voices. This is
determined by many factors, from the nuanced gestures
to the broad strokes. It comes from the typefaces we use and the scale
of imagery. Call it preference or taste, invariably design cannot be
entirely neutral. Historical styles contribute to the personal visual voice.
How they are used contributes to the accent and language that we use
to express messages. Not all design can have an operatic personal voice,
but there is always a little noise that belongs to the designer in virtually
everything that is designed.
55
composition that conforms to a specic theme, story, (or whiskey), I feel that these precious scraps only improve with age
and look even better if they are a bit frayed around the edges.
or plot for a book or magazine.
EXERCISE STEPS:
61
EXERCISE STEPS:
TITLE: Propaganda
DESIGNER: Carlo Miccio
propaganda posters become instrumental in enhancing the cult of
Propaganda is made of digitally manipulated Soviet propaganda personality, as well as establishing the gray rhetoric of the Brezhnev
posters, where the original texts have been changed into new slogans years. This later language was very different from the brave and
inviting the masses to fall in love, to search for wisdom in sex/eros, optimistic Bolshevik spirit of the early Lenin years, which was the
and believe beauty is revolutionary. one I looked into for my exploration into positive emotions.
The source images are legally recycled from the Internet and The work, which he calls cut-ups, are in an artistic continuum,
assembled using digital software. For the catchphrases, Miccio from Dada to the constructivists to the modern hip-hop culture,
uses Cyrillic-like fonts, which can be easily read when in English based on recycling beats and pieces and reshaping them to realize
or Italian. I avoided using images from the Stalin era, when the a brand-new artistic product.
65
EXERCISE STEPS:
Jackson Pollock Chair by Jung Min Kim Freddie Mercury Chair by Maryam Sei
67
PLAYFUL TIP:
This requires cutting tools, hammers,
nails, and other hardware. Do not
work on this in your living room.
Elvis Chair by
Kathleen Fitzgerald
69
WARNING:
Public space is indeed public and governed by
statutes and laws.
1. Do not trespass.
2. Look for a sponsor.
3. Make certain you have necessary permit.
4. In the case of guerilla posting . . . be careful.
EXERCISE STEPS:
TITLE: Authenticity Is a Popular Facade
1. Determine where this space will be (i.e., wall, bench, DESIGNER: Timothy Cohan
sidewalk, lamppost).
2. Find materials that will work well in the space Timothy Cohan challenged himself by creating a large faux
youve selected. ghost sign on the side of a building. His phrase Authenticity is
a Popular Facade, inuenced by Stefan Sagmeisters Things
3. Remember this is larger than your average computer screen.
Ive learned in my life so far, sounds somewhat sardonic right
Your sketches should be to scale. But make various options. from the start. Applying it to a wall in a manner that looks as
4. Identify the type, ornament, and/or image you prefer. if it has been there for decades complements and strengthens
the statement, he says about the irony of faux authenticity.
5. Create a nished piece in your studio and physically apply
The style Cohan selected, hand paintedVictorian-style
it to your selected surface or paint, draw, or build your
lettering from New Yorks late nineteenth to early twentieth
design on location.
century, adds to the irony. This is authentic looking, but far
6. Make certain to take the most advantage of the space from real. Nonetheless, the verisimilitude of the rendering
you have selected in terms of visibility, angle, and height. makes the passerby do a double take to check its authenticity.
EXERCISE STEPS:
PLAYING WITH
ATTITUDE
A
ttitude can be mistaken for voice, but they are not the same.
The latter is the personal signature of the maker; the former
is the frame of a message. These distinctions may seem obtuse,
but in fact this is where style is most profound. Selecting a style that
underscores an attitude is essential in communicating a message without
ambiguity. Attitude can be humor and wit (i.e., parody) or seriousness
(pastiche). It can be demonstrative or subtle. Not every design has
attitude, but when you see it you know it.
77
EXERCISE STEPS:
81
EXERCISE STEPS:
Sergio Membrillas has forged his personal style from what he refers to as
the very classic style of some modernists posters. He refers to the French
advertising placards by A.M. Cassandre, Paul Colin, and Jean Carlu, among
others from the 1920s and 1930s, where an illustration captures all your atten-
tion and works as a true claim, so the information lines work in a secondary
level, he says about an approach and style generally known as moderne,
modernistic, and art deco. The result is a hybrid that involves airbrush,
distortion, and abstraction. While he retains a vintage accent, the overall
aesthetic is not period-specic.
83
EXERCISE STEPS:
EXERCISE STEPS:
TITLE: HUBWAY
DESIGNER: Kathie Alexander
EXERCISE STEPS:
This piece was created for an exhibition on the theme of lm imagery his comic lettering onto the box to give it a really tactile feel and make
organized by a design company called The Church of London. Each the whole object the work. He wanted his piece to have a bold comic
participant had to pick a lm and then design a VHS box sleeve. The book style, so I lled it full bleed with loud type for added chaos,
title of the lm could not be on the front or spine but had to be on the he says. The front hints at the bat signal in the sky and the back at the
back of the box. Each design was then slipped in to a VHS box sleeve way blockbuster lm credits are often displayed in a solid grid with
that was displayed on racks like an old-style video shop. I picked the no space for calm. Theres also a nod to the famous POW WHACK
60s Batman lm for my design, says Andy Smith, who screen printed graphics that were used in ght scenes in the early Batman series.
EXERCISE STEPS:
These signs, screen printed onto a plywood panel, were produced for
Toast in London, a festival for food writers, restaurateurs, and chefs.
They recall the style of handmade (and sometimes ad hoc) wooden
signs common to roadside vegetable stands. I wanted them to be
instructional but also playful, says Andy Smith, so I softened the
NOTE:
type by letting it curve around the shape it sits in and tried to reect Graphic design began in the nineteenth
the words in the fonts used. For instance, Spill has a liquid/steam feel, century in large part as a sign makers
and Your greens suggest plant tendrils. He used just a few colors to trade. Knowing how to render precise
give them the feel of hand-painted enamel signs. The most important letterforms was the most important
thing is that they should be fun. skill that could be taught.
EXERCISE STEPS:
The basis for this poster is obviously the famous Milton Glaser Bob
Dylan poster, which itself was a combination of a silhouette by Marcel
Duchamp and color taken from a Persian miniature. The idea came
from ?uestlove himself, says Gail Anderson, but the question mark
afro was our little winky addition. They initially had mixed feelings
about what felt like ripping off such an iconic piece of graphic design
history. To ease our consciences, we added a credit on the apWith
apologies to Milton Glaser. Now we wont go to design hell.
Inspiration: Milton Glaser, 1966.
96 graphic style lab
99
1. Decide on a product that has mass appeal. 1. Learn the legal restrictions
regarding food packaging.
2. Give it a clever name.
2. Include all the necessary
3. Select a vernacular or retro design approach. food facts, warnings, and
ingredients.
4. Make a trademark or trade character.
5. Design it simply (avoid ourish) yet distinctively.
Ryan Feerer launched his own product, Slap Fat BrewBQ Sauce, two
years ago with Chad Zellner, as a way to escape from our day-to-day
responsibilities, he says. Our intention with the stylized visuals was
to have a familiar aesthetic with a contemporary twist in hopes to
create a timeless label. In other words, there had to be a vernacular
sensibility informed by existing brands in the genre, while at the same
time a sophisticated design aesthetic. When walking through the
supermarket aisles, I noticed that all of the BBQ sauce labels were too
complex and because of that, none of them stood out, Feerer explains.
The Slap Fat approach needed to be simpler in order to shine among
its competitors. The combination of simple type, a tight design
system that suggests stripped-down modernist style, and carefully
crafted icons helps capture the simplicity, familiarity, and quirky
rawness needed to bring a smile to the passerbys face.
EXERCISE STEPS:
How far can I push blood and gore without horrifying the audience? asked
Julius Reyes. Turning to Saul Basss symbolic glyphs, specically how his
famous Anatomy of a Murder poster actually showed a dismembered body,
he took his cue. Its not horrifying because his simple style takes the shock
away, Reyes reasons. Basss style was a blend of 1920s German expressionism
with a mid-century modernist accent that was abstract yet representational
symbolic and narrative. Reyes added a couple of zombie hands and a blood
splatter and turned Anatomy of a Murder into Night of the Living Dead.
Then he repeated the process for the other two movies.
Inspiration: Saul Bass, 1959.
102 graphic style lab
105
EXERCISE STEPS:
Charlie Lewiss plan was to break away from all the great cover designs
these modern classics had in the past, to create something fresh and
interesting, whilst staying true to the source material, he explains.
The styles of these covers do vary somewhat, but at the heart of all
of them is a handcrafted feel that is essential to his work. Because the
majority of Lewiss process occurs digitally, it is important for the dif-
ferent elements of the image to start off as traditional marks on paper.
These marks, shapes, and textures are manipulated digitally and
brought together forming a kind of collage to create the nal image,
allowing me to have bold, vibrant work with a noticeably human touch.
EXERCISE STEPS:
For a conceptual election-year exhibition titled Re-Elect at the School English homes, but,upon closer look,the distorted and mildly
of Visual Arts, participants were required to visually repackage former cartoonish visuals of the Battle of Yorktown help to modernize
American presidents as though they were running for office today. the pieceand engagetheviewers, she says about the motif used
Kathleen Fitzgerald selected George Washington, which suggested on various modern electoral souvenirs, coffee cups, notebooks, and so
using a Colonial American style, notably the famous delftware pottery on. I love to use somewhat shocking visuals in subtle ways to encour-
designs ubiquitous in the colonies in the eighteenth century. age my audiences to think and tobeobservant. Tweaking such a
At a quick glance,the wallpaper created for this installation piece familiar stylistic motif forces a double take, and then comes the aha re-
is aseeminglyclassic representation of iconic delft porcelain found in alization that something more than the quotation of history is in play.
111
PLAYING WITH
SIMPLICITY +
COMPLEXITY
T
hese are the two poles of graphic design. Some styles are simple
or minimal, others are complex or maximal. Both are valid.
There is little in between. You cannot be a little simple or a tad
complex. Historical styles fluctuate between the poles. Art nouveau
is by definition overwrought, modernism is reductive. It is useful to
experiment with both. See how well complexity works for you. Try
minimalism as a method, too. Start large and reduce to small. Design
is a wonderful platform on which to playand to add and subtract.
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EXERCISE STEPS:
Ben Barry is the founder of Analog Research Laboratory at Facebook, sources. There was no official project, no approval process, I just did
where he established a screen-printing studio to print graphically sim- it. From the start, people were very curious about the posters. Some
ple one-color, big type posters.I didnt specically set out to mimic resonated, some didnt. The community questioned, altered, vandal-
or copy any particular piece or style, he admits. But he was inuenced ized, and made them their own. Eventually, people found out I was
by a 1922 antiwar poster that was simple, type only, yet radical.Fol- behind them, and started reaching out to me with ideas of their own. I
lowing the posters lead, Barry decided to reprint phrases/mantras believe if were doing our job then people feel control and ownership
he heard around the company, such as Move Fast and Break Things, over their physical environment, and I believe that translates to them
as well as things hed written down over the years from numerous feeling more empowered in all the other aspects of their jobs.
EXERCISE STEPS:
I dont want to merely ape the vintage style without bringing something of my
own to the image, confesses Paul Rogers. This one toes the line and probably
actually crosses it with both feet. Joseph Binder did a cover for Gebrauchsgraphik
in 1935 that Rogers had been carrying around in his head since he rst saw it,
and for some reason this seemed like the time to try to drag that image into
the present day. The inuence of Binder on a lot of my work is obvious and on
this one Im not sure I really brought enough new baggage to the piece. To
make matters worse, I also imitated another hero of mine, McKnight Kauffer,
for the London landmarks in the background. I know, I know, its sad.
EXERCISE STEPS:
TITLE: Hatched
DESIGNERS: Justin Colt, Jose Fresneda, Lizzy Showman,
and Jenny Rozbruch
EXERCISE STEPS:
127
Messless was inspired by the Martha Stewart line of disposable prep items for
the kitchen. Kathie Alexander hopes that someday most kitchen items will be
disposable and doing the dishes or loading the dishwasher will be obsolete.
Borrowing a page from Marthas style guide, Alexander uses rich brown with a
hint of pastel, making an otherwise vintage look very here and now.
EXERCISE STEPS:
but contemporary; the familiar objects were surprises for the viewer.
EXERCISE STEPS:
TITLE: Maps
DESIGNER: Neil Gower
PLAYFUL TIP:
Topology is as diverse as the world is large; therefore, it is logical that
maps should also be different from place to placeand from artist to artist. Illustrated and designed maps are in
Neil Gower is stylistically many artists in one. His maps illustrate more demand to provide information and
than the featured locals, but a conceptual challenge: to design each using spruce up layouts. Maps also come in
a different historical or contemporary style that bolsters the geographical all shapes and sizes. Play with them.
EXERCISE STEPS:
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EXERCISE STEPS:
TITLE: Sequitur
DESIGNER: Cecil Mariani
I have always been puzzled, says Cecil Mariani, about how music can be
visually represented in a particular style that looks like music, but not too
random. Sequitur is a branding program for contemporary music based on a
twelve-tone matrix of Arnold Schoenberg, the Austrian composer and painter,
associated with the expressionism movement in German poetry and art.
PLAYING WITH
Symbolic
TYPE
T
ype is the graphic designers language (a.k.a. lingua franca).
It can be neutral or transparent, enabling the reader to parse
text without interference. Or it can be boisterous, loud to grab
attention. It also has symbolic power. Certain typefaces represent
specic things. We see the face and reexively think of a person, place,
or thing. History provides many stylistically rich typographic examples
that trigger familiarity. Playing with style enables designers to work with
typefaces that may be alien to them, but nonetheless opens a realm of
shorthand communications.
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EXERCISE STEPS:
EXERCISE STEPS:
This design motif is ideal for illustrating nancial themes, but as the Sports
Illustrated cover evidences, anything that suggests official or celebration
are good themes as well. But there is more to making custom letterforms:
PLAYFUL TIP:
The act of designing is, for me, infusing the process of communication with
delight, says Daniel Pelavin. Should the stylistic idiom reference the content You can nd templates for stock
and resonate with the viewer, all the better. However, my ultimate goal is certicates on the Internet .
thesharing of information in a way that engages, informs, and provides (Google stock certicates.)
EXERCISE STEPS:
Pablo Medina was in San Francisco in the spring of 2011 as part of an artist-
in-residence program at California College of the Arts. While there, he created
a series of lettering paintings that used the many hand-painted signs in the
Mission District as inuence. One of those paintings became the blueprint
for the mural. He used exterior house paint, gold spray paint, paint rollers
and brushes, a chalk line, chalk, and two ladders. It was an homage to the
people of the city.
EXERCISE STEPS:
Gail Anderson and Joe Newton wanted to do a 70s glam cover, riffing off the
Studio 54 disco decadence of the era. But we still wanted it to include some
contemporary conceits, like the slightly weathered background, Anderson
explains. The typeface is Strand Midnite, by Device. The initial cover had no
photo until the editor requested one, but we came around to liking it that way
pretty quickly. We are nothing if not exible.
EXERCISE STEPS:
Drawing type by hand offers Jeff Rogers exibility. He can use a large variety
of type styles in a single piece. Of the letterforms he enjoys most, vintage
theater marquee lights are at the top of the list. Instead of hunting for fonts, he
just draws the letters as he imagines them. He spent several years in New York
City designing Broadway show posters and has been enamored with the old
lightbulb-and-neon-sign style of type ever since. It was a total clich to use
this inuence in the context of Broadway theater, he says, but Ive found that
when put into other contexts, the result is pretty interesting. He also likes the
juxtaposition of mundane words as huge neon signs. When I am making type
into a sign, I almost feel like I am the sign maker, he says.
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The Flick is a salute to the dying culture of 35 mm lm, with the entire play set
in a crumbling old movie theater. RED was immediately inspired by a photograph
of a theater with an old lm marquee (before it was replaced by a digital sign).
When our original photographic approach didnt feel gritty enough, designer
Jamus Marquette changed it to an illustration, explains Sam Eckersley. Based
on classic theater signage and fonts, the sign was rst designed in Illustrator
and then photocopied about twenty times to get this great texture that speaks
perfectly to the tone of the play.
EXERCISE STEPS:
PLAYFUL TIP:
1. Review the circus type samples shown here and found at
To show the versatility of this style, design your
www.1001fonts.com/circus+poster-fonts.html.
letters in an array of different colors.
2. Combine different typefaces to nd the right compositional
balance. 1. Do everything monochromatic.
3. Use free fonts from the Web or printed sources. 2. Add color to the interior of letters.
3. Make drop shadows in carnival colors.
4. Make your own versions of these letters.
4. (If you can, read The Circus 1870s1950s by
5. Combine them to make a message. Linda Graneld, Dominique Jando, Fred Dahlinger,
and Noel Daniel [Taschen] to determine your
design direction.)
TITLE: Jersey Strong
DESIGNER: Jeff Rogers
EXERCISE STEPS:
2. Write a headline, phrase, or paragraph that you want DESIGNER: Simone Noronha
to illuminate.
Simone Noronha is attracted to delicate, ornate, and visually complex
3. Compose the layout in pencil, making certain the designs.I like getting lost in the details, and working on pieces like
words are clear. this is a form of meditation, she says. I chose to imitate Marian
4. Overlay the ornamentation, yet make it a seamless Bantjess style as it t what she said so perfectly. Her work is an in-
part of the lettering. tense labor of love that could not be justied with a simple execution.
The ornate poster is for The House Theatre of Chicagos best show
5. Finish either by hand or computer.
at the Palmer House Hilton Hotel. This setting called for a style that
6. Print out in various color combinations to determine matched its ornate and classicfacade. The last was the start of a pet
the most legible. project of frequently used phrases.
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EXERCISE STEPS:
1. Old newspapers are good foils for contemporary behavior. The theater company asked us to steer away from an overly
designs. Locate old newspaper headline typefaces old-fashioned aesthetic, so we decided to base the style on current
day tabloidsthe really juicy ones were all guilty of reading at the
from books showing vintage front pages, wood
checkout line. That gave us more than enough ammo to work with.
type specimen collections, or old newspapers at
We came across awonderful vintage image and surrounded it with
ea markets.
a modern, dynamic type treatment, poppy colors, and a collection
2. Find equivalent contemporary typefaces on the of enticing cover lines.
Web or make your own typeface.
3. Write a headline.
4. Design it to look exactly like the original but with
your own content.
DEFINITIONS:
TITLE: The New York Idea
Parody: an imitative work created to mock or trivialize
DESIGNERS: RED/Stuart Rogers and Sam Eckersley an original work
To set the stage for an off-Broadway play about the sensationalist Satire: the use of irony, sarcasm, ridicule to expose folly
press, RED used the familiar language of tabloid scandal sheets.
Before divorce, scandal, and debauchery became social norms, there Pastiche: a work that imitates the style or character of
was The New York Idea, Sam Eckersley explains. This off-Broadway original work (though not mockingly)
play focuses on a group of turn-of-the-twentieth-century socialites
who were among the rst to make the news for their unseemly Facsimile: an exact copy of written or printed material
EXERCISE STEPS:
This typographic poster was developed for the School of Visual Arts
MFA Design/Designer as Author + Entrepreneur program to promote
a studio visit to Mucca Design in New York City. Matteo Bolognas
fun and lively personality called for a bright poster, explains Samia NOTE:
Kallidis, with subtle references to his infamous mustache through a Most typographic portraits involve making faces out of
custom, embellished typeface and letterforms. Inspired by Muccas typefaces. Do not resort to this common visual pun. Rather,
work, which itself relies on historical reference, the poster is purely nd a more subtle way of nding the relationships.
typographic, with a freshand lighthearted graphic language.
EXERCISE STEPS:
Bottom Right:
Handpainted is the only way to
duplicate the look of a body tattoo
as done for Viva Lews No. 5.
PLAYFUL TIP:
Here is an opportunity to experi-
ment and invent your own style.
Combine three existing stylistic
methods together.
179
top right:
No. 18 harkens back to old 1930s book
cover design.
bottom left:
No. 26 reects an art brut approach.
opposite
left:
No. 29 recalls the posters of James McMullan.
right top:
No. 35 suggests early David Hockney.
right bottom:
No. 51 is contemporary storybook.
EXERCISE STEPS:
EXERCISE STEPS:
TITLE: Nobrow
DESIGNER: Jan Van Der Veken
EXERCISE STEPS:
For an AIGA lecture, Mirko Ili chose the eternal theme of design,
money, and the big question: What else is important for a designer?
It was a perfect opportunity to design a promotional poster that
virtually answers the question. What else is important? Creative
freedom. Using common coinspennies and dimesto spell out the
title, Ili reinforces the headline and provides the viewer with a simple
yet enjoyable puzzle. When seen up close, the composition is barely
readable, while at a distance the message clearly materializesat once
clever and profound.
My sincere gratitude to Emily Potts, editor, who has been a stalwart supporter of graphic
design in general and my efforts in this area, specically. Its always a joy to work with
her. And to Regina Grenier, design director, with whom I have enjoyed working for
many years. Thanks to Cora Hawks and Cara Connors for their production and ed-
iting work. To Rick Landers, designer, my heartfelt thanks for his talented and profes-
sional design of this and other projects. To Lita Talarico, co-chair SVA MFA Design: De-
signer as Author + Entrepreneur for helping to produce many talented designers. To
Louise Fili, my wife, and the most brilliant typographer I know; Nick Heller, my son, a
great documentary lmmaker. And, of course, thanks to all the designers who have con-
tributed their work to this project. There would be no book without your support. SH