Flat vs 3-D Design

This logo reflected a design philosophy that represented an attempt to bring realism through technology. We live in a 3-dimensional world,

The logo was created for a gaming system for Sony. This video game system sparked a revolution in not only the gaming industry, but also heavily influenced and reflected a design revolution mimicked by other influential design companies as well.

Apple, under the leadership of Steve Jobs and Jonathan Ives took a very 3-dimensional approach to their design philosophy. Not only did their logo reflect their desire to reflect real world objects such as glass, but so did the design of their operating system for their computers, phones, tablets.

Even Apple apps  had a very real world textural feel. 

In the design world we call this...

 There are design limitations to working with skeuomorphism or 3-dimensional design. Most notably is it necessary? Does it slow the viewer down and harm design efficiency?  Is the illusion of skeuomorphism worth the trouble to design versus the needs of the intended audience?

Microsoft would ask this question when they redesigned their logo.

Not only would microsoft redesign their main corporate logo, but also they would change their design language for all their products.

These new tiles or windows was also reflected into Microsoft's windows operating system. 

Instantly, the design world took notice including Microsoft's largest competitor Google who changed their logo. 

 Even Apple took notice and starting dropping their skeuomorphic design in favor for flat design like Microsoft. 

The skeuomorphic design on the left represents Apple's old operating system for its devices. The flat design represents their current flat design philosophy championed by their rivals first. 

Not all flat design is successful. Sometimes classical connection to a logo is such a strong association that a flat design fails to represent a brand properly. 

Though one could argue that flat design has been a huge success mostly because of one word...efficiency. Speed and effectiveness in communication is critical. Ultimately, efficiency should win, even if that efficiency in design sometimes calls for 3-dimensional design. 

For further fun and explanation check out...

http://www.flatvsrealism.com/

Introduction to Logos: Branding our Reality

Branding and logos have a rich history that stem back to the necessity of identification. 

Modern of examples of the necessity of identification play out in sports.

Branding is how we establish a name or identity. Think of branding as a means of creating a reputation. This reputation becomes an identity. 

Your pet probably has a special name, keep in my what may be your pet maybe someone else's food. Food doesn't usually have the same name as your pet. So...

Naming is a reflection of our reality. We name things based upon how we identify our world around us. We make value based judgements based upon naming. It is a part of how we processes our thoughts and attempt to organize and classify our interpretation of the world. 

Our reality is always evolving, as is how we name things. Think about how much your world has changed since you were a small child. Do you name things the same? That stuffed animal who was called "fluffy," has been replaced by your waistband challenged best friend you affectionately call, "Mc Chunky." The reason is that your names are adapting to your new reality of a life that was once nap times, snack breaks, and security blankets, to the now AP exams, first jobs, and arguments of what is the greatest album of all time. 

Logos reflect how we name and brand.

The greek word "logos" is very similar to the modern word logical. Logos should should make sense. They are mathematical in the sense that people pour their money into them. In addition, the logic for why logos are designed the way they are should add up. 

One of the most effective logos of all time is the exit sign. In an emergency, there shouldn't be questions in how to respond. Logos should make instant sense, and usually exits do as well.

Logos should be simple and efficient. They will always be judged by their effectiveness to communicate economically. 

Colors = information.

Think of your favorite logos. Do the colors reflect a reality that connect you to their products?

Find a 3 logos that you love

We are starting to look at branding... Find 3 specific logos that mean something to you. Please draw these 3 logos the best you can.

I found a few more than 3 examples that reflect me.

1. What you your logo choices say about you? Do they reveal anything about your personality?

2. Do you notice a consistent story in your logos? If so what is it?

3. Analyze your choices... What are they for and why are they successful? 

Find a Gesture in What you Love

Look up some of your favorite cartoon characters you grew up with...

Draw one your favorite images that has a strong gesture.

How to Gesture!

So what is gesture drawing? How do we do it, and why does it even matter?

Maybe one of the most famous painters who ever lived, Rembrandt, said that gesture is the, "Single most important element in drawing." Ferrell said if we can draw or painter better than Rembrandt then we don't have to use it.

Great, but what is it? A gesture drawing can be defined as the laying in of the action, form, and pose of a model/figure. but it's more than that. Gesture is the life, energy, and movement in a picture. It helps the audience anticipate momentum, and helps the artist symbolize it.

Gesture creates energy! A few lines can make a big difference. The car without the lines looks like it has no momentum.

 Just as athlete risks injury by not stretching, you gamble with wrecking your drawing by not warming up properly. Gesture is an excellent way to warm up for the big game.

A great way to start is to find how the weight is centered on the figure. Everything has a center line or a spine. The mass or weight of the object is centered around this spine. Even jelly fish have a center line.

See how the weight or mass build off the center line.

The spine or center line can indicate the line of action of a character or object.

Gesture in the right place can add expression and humor. So now we know the why we need it then how do we do it? Write the following steps down.

Next class we gesture draw!