Archive for the 'Andrew Tillotson' Category

Andrew Tillotson

December 11, 2010

1/27/11

Proposal:

 

The Smart Brand

 

Observations:

In the past decade, society has been inundated with new forms of media and technology. I believe that this is not a trend and will continue to grow. The application of web-based television, interactive commercials, responsive internet advertisements and websites is increasing at an aggressive rate. This new media, based in user interaction, has allowed branding to take advantage of its many innovative features.

This new media perspective allows branding to shed its traditional, static aesthetic and implement a modular, responsive approach. This can allow a simplistic and streamlined method in conveying massages from a branding and advertising point of view.

The ideas behind modular branding have been discussed in the design community for decades and have been used to create a certain mood conveyed by a brand in television commercials and opening credits in cinema applications. The modular logo’s potential had not been fully realized though until the implementation of Flash based internet advertisements in which it allowed the user to interact in a virtual environment.

One of the very first widespread implementations of a interactive modular logo was on September 7th 2010. Presented to hundreds of millions of users, the search engine, Google, temporarily replaced its logo with a modular version, created entirely of colored balls. These balls, organized in the typography of the logo, bounced and flew with ferocity once a user dragged a single ball setting off a chain reaction of wild bouncing colors.

The experimentation was met with universal acclaim and invoked the wonder and joy of millions of web surfers. While the experimentation had little or no meaning, it increased the awareness of the possibility of interactive, modular logos within the virtual setting.

 

Thesis:

With the need for branding be relevant in emerging electronic markets, effective identities should primarily consider modular aspects and interaction in electronic media. I intend to show that a successful application of modular aspects into branding will encompass not only user interaction, but a thoughtful systematic presentation of communication because of that interaction.

 

Definitions:

Modular Logo

A branding mark that, while keeping a consistent identity, physically changes to encompass a certain idea, mood or communication.

Interactivity

Influencing or having an effect on a object or idea.

(Computer or other electronic device) allowing a two-way flow of information between it and a user, responding to the user’s input.

Interface

A device or program enabling a user to communicate with a computer.

The point in which a user’s actions interacts with a system’s program.

 

Case Studies:

http://www.mikaelfloysand.com/index.php?/design/deichmanske/

http://www.jonaswandeler.ch/prj_glomo.php

http://rulesbased.wordpress.com/2010/11/25/biogram/

http://www.thedesign.co.nz/unconditional-love/unconditional-love-website.html

http://www.belowtheclouds.com/2011/01/24/visit-nordkyn/

http://www.sagmeister.com/taxonomy/term/18#/node/192

http://www.sagmeister.com/taxonomy/term/18#/node/184

http://www.underconsideration.com/brandnew/archives/pwc.php

 

Bibliography:

Gerstner, Karl. Designing Programmes, Switzerland: Arthur Niggli Ltd. 1968. Print.

Hillner, Matthias. Basics Typography 01: Virtual Typography. Switzerland: AVA Publishing, 2009. Print.

McCandless, David. The Visual Miscellaneum, New York, NY: HarperCollins Publishers. 2009. Print.

Samara, Timothy. Making and Breaking the Grid, Rockport Publishers, 2005. Print.

 

Reading Log:

underconsideration.com/brandnew

blog.wanken.com

designobserver.com

blog.iso50.com

IDN Magazine

SEED Magazine

WIRED Magazine

Basics Typography 01: Virtual Typography

Imagination: One.

The Visual Miscellaneum

Designing Programmes

 

 

 

 

Round 2:

The Smart Brand

In the past decade, society has been inundated with new forms of media and technology. I believe that this is not a trend and will continue to grow. The application of web-based television, interactive commercials, responsive internet advertisements and websites is increasing at an aggressive rate. This new media, based in user interaction, has allowed branding to take advantage of its many innovative features.

This new media perspective allows branding to shed its traditional, static aesthetic and implement a modular, responsive approach. With the need for branding be relevant in electronic markets, effective identities should primarily consider modular aspects and interaction in electronic media.

links:

http://www.mikaelfloysand.com/index.php?/design/deichmanske/

http://www.jonaswandeler.ch/prj_glomo.php

http://rulesbased.wordpress.com/2010/11/25/biogram/

http://www.thedesign.co.nz/unconditional-love/unconditional-love-website.html

Round 1:

Electronic Brand Interaction

In the past decade, society has been inundated with new forms of media and technology. I believe that this is not a trend and will continue to grow. Due to this I intend to show how effective corporate branding in the 21st century should primarily consider interaction in electronic media formats over physical materializations.

Sustainable Packaging

Plastic packaging, while functional and durable is unsustainable. I intend to show that folded paper packaging will be a highly effective alternative in the packaging of products when society is forced to consider sustainability issues.

Branding in New Brutalism

A current design trend to emerge in the last couple years has been New Brutalism. The likes of this style has surfaced in the London Olympic logo and the NYC Tourism logo and has received a large amount of immediate criticism from the design community and elsewhere. I intend to show that New Brutalism aesthetics of typography and graphic forms can rise above trends and work effectively in the corporate setting.

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