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Michael Beirut, Saks Fifth Avenue logo
Challenge of renewing a brand
64 square pieces sliced from original logo and recombined randomly
Still recognizable but innovative
Challenges of designers
Solving problems and presenting solutions
Working in a number of disciplines
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Michael Bierut. Saks Fifth Avenue logo. 2007. Design Firm: Pentagram. Image courtesy of Saks Fifth Avenue. HBC Corporate Collection. [Fig. 11-1]
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Graphic Design (1 of 13)
11.1 Discuss the use of graphic design in the visual communication of information and ideas.
The process of working with words and pictures to enhance visual communication
Mostly involving designing materials to be printed
Most frequent artform encountered in daily life
Creative process employing art and technology
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Graphic Design (2 of 13)
11.1 Discuss the use of graphic design in the visual communication of information and ideas.
Typography
The art and technique of composing printed material from letterforms (typefaces or fonts)
Decades ago, typewriters mostly had the same typeface.
Since Chinese invention of printing, thousands of typefaces have been created.
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Graphic Design (3 of 13)
11.1 Discuss the use of graphic design in the visual communication of information and ideas.
Typography
Roman letters
Based on capital letters carved in stone by early Romans
Strokes ending in serifs
Short lines with pointed ends at an angle to the main strokes
“Not italic”
Sans serif fonts have a modern look.
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Graphic Design (4 of 13)
11.1 Discuss the use of graphic design in the visual communication of information and ideas.
Typography
Today, redesigns incorporate readability and contemporary preference
Donald Meeker
Changes to Clearview Hwy typeface
Expanded hollow spaces for better readability
Interstate highway signs
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Donald Meeker. Clearview Hwy typeface. 2004 to present. Sample road sign using Clearview 5-w. [Fig. 11-2a]
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Donald Meeker. Clearview Hwy typeface. 2004 to present. Development of Clearview Hwy font from previous Federal Highway font. [Fig. 11-2b]
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Graphic Design (5 of 13)
11.1 Discuss the use of graphic design in the visual communication of information and ideas.
Typography
Heidy Cody, American Alphabet
All 26 letters in the initials of corporate logos
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Heidi Cody. American Alphabet. 2000. A set of 26 aluminum light boxes which feature the isolated first letters of American grocery products. Lambda Duratrans print. Each box 28” × 28” × 7”. © 2000 Heidi Cody. www.heidicody.com. [Fig. 11-3]
Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved
Graphic Design (6 of 13)
11.1 Discuss the use of graphic design in the visual communication of information and ideas.
Typography
Jonathan Cuervo Cisneros
Redesigns and updates old fonts
Febrile
Based on black letter typefaces found on documents in colonial Latin America
Slanted the letters backward
Added frilly details to the capitals
Created digitally
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