OUGD501 - Essay Concept Review

Decided to reconsider my essay concept because I have identified an interest in fashion branding. This was influenced by my research into the development of Swiss design into New Wave graphics as the rebellion against traditional rules provoked the expressive movement. Fashion has a predominantly creative following which is why it is often so expressive, exploring expressive uses of typography and its appropriateness can feed into my interest/knowledge about Wolfgang Weingart. The world of design changes due to variables such as culture and society. Analysing and exploring the branding techniques for fashion labels provides opportunity to explore the relationship between modernist graphic design and the fashion industry:

Branding
Editorial
Layout/Page Composition
Typography
Techniques and processes
Design/Fashion movements
History
Semantics and Pragmatics of the words/composition
Society
Culture
Target audience - Male/Female

Branding is influenced by variables such as typography so I can feed my knowledge of experimental design and appropriateness for the branding.

http://theatlasmagazine.com/graphic-design-influence-fashion-industry/

http://www.eyemagazine.com/feature/article/through-thick-and-think-fashion-and-type

http://www.dazeddigital.com/fashion/article/8848/1/graphic-design-for-fashion

byBOTH

ManuelRaeder

Analysing the aesthetics of fashion branding/editorial

• Typography
• Semantics/Pragmatics
• Techniques and processes used

Branding context:

• Logo
• Look books
• Swing Tags
• Packaging
• Promotion

1. Research question: This is the question that will guide your theoretical and practical work in CoP2. Your question must reference one of the CoP themes (Politics, Society, Culture, History, Technology or Aesthetics) either broadly or focussing on a specific aspect (e.g. "gender" being a specific aspect of Society); and one specific graphic discipline (Typography / type design, Advertising / public awareness, Branding / logo design, Editorial, Design for screen or Print making).

Aesthetics - A set of principles concerned with the nature and appreciation of beauty.

Branding - The promotion of the particular product or company by means of advertising and distinctive design.

1a. Is it viable?: Using this weeks lecture (Proposing a research question) answer the following questions in relation to your research question: What is there to study (ontology)? How can we know about it (epistemology)? How do we study it (methodology)?

Typography
Layout
Photography
Pragmatics/Semiotics
Fashion labels
Promotional techniques - Logo, look book, swing tags, packaging
Appropriateness 


2. Defining the design problem: Whilst your research question should provide opportunities for both contextual/theoretical research and practical research, you need to ensure that there is an obvious design problem to resolve/explore. For example, your research may focus on branding and politics therefore your design problem would be: a political party requires a logo and brand strategy for an up-coming election.

Communicate a specific fashion labels branding through a look book, considering appropriate aesthetic qualities such as typography, layout and production methods.

3. "Client" needs or requirements: If there is a specific client or organisation or individual who you will be producing this work for (hypothetically) then you should take this opportunity to address any needs or requirements they may have. Similarly, if there is no obvious client needs then you should outline any specific requirements that will guide the project forward.

Find a fashion label, eg Chanel
What do they do for branding
How is it achieved?

4. Audience: Through defining the brief you should consider carefully who you are designing for and what implications this will have for the project (this can be tentative at this stage as audience research will offer further clarity).

Making it FOR a fashion label yet to be identified
Needs to be attractive for consumers

5. Mandatory requirements: Here you should outline (again, tentatively at this stage) what the mandatory requirements of the brief are. For example, adverts must include the slogan "just do it" or design outcomes must include the company logo or Typeface designs must be functional yet contemporary.

Must include a logo
Must include the companies rationale
Fashion is highly photography based - Photography
Consider the techniques and processes used to create the clothing