The Library Paintings: Evaluation

This brief was very successful due to the positive client and designer relationship. This was possible due to the broad nature of the brief which allowed me to have full creative control, presenting a number of ideas to the client for feedback and development. This process worked very well and is the aim with client projects moving forward as it allowed for easy communication and a fully realised final logo. This communication was made easier by highlighting the concept behind each idea and my understanding of the brand and what The Library Paintings is. Including this explanation allowed the logo variations to be understood and received better than if the designs had been sent alone. Furthermore animation skills learn during the 60-second documentary brief meant the logo could be animated for wider use across social media, providing the client with a more varied outcome than just a flat logo. The logo itself works very well due to considerations being taken as to how the logo would work on social media, specifically Instagram as the logo can be used all as one or separated to show just the blueprint or the name depending on which is most appropriate at the time. Providing the client with a breakdown of this in the final presentation helped the final transfer of files and designs.

60 Sec Documentary: Evaluation

Overall this brief was very interesting as it was a good challenge as I have never produced a documentary before or experimented with animation to this extent. I found the animation part of the brief quite difficult as I struggled with the balance between having the images draw themselves in an interesting way that would capture attention whilst fitting all the information within 60 seconds. However this process was very insightful as I plan to explore animation further within my briefs moving forward as I enjoyed the process. Despite this enjoyment I felt the outcome could have been made to a higher standard if longer than a week had been spent on the brief. The short nature of the brief was both helpful and difficult at times as it meant I had to learn and adapt to new software quickly resulting in having a working knowledge after a week which was helpful. However reduced the quality of the final outcome as there was limited time for development. In addition it was interesting to have to consider how the documentary would be viewed on social media/ an iPhone as this limited the documentary, in relation to the size the video was designed too. However the use of captions allows the video to be viewed without sound and aids understanding of the illustrations which is something I hadn't noticed/thought about before. Overall the final documentary has been finished to a good standard considering the time restraint and limited knowledge of animation.

Short Brief: 60 Sec Documentary Final Outcome

In order to develop the documentary further some alterations have been made in order to allow the animation to flow easily within the minute time frame. Therefor I've looked at the sign language illustrations more, showing the whole word at once in order to slow the animation down, allowing all the information to fit within the one minute time constraint easily, allowing the illustrations to match up with the captions. Furthermore simple cuts have been used to introduce the captions as the typing effect used previously added too much motion to the animation and also made the captions difficult to read and follow. Slowing down the pace of the animation allows the information to be taken in more easily, allowing the information to be communicated more effectively as previous variations where too fast passed making it difficult for the audience to know where too look as the type and illustrations where both animated.  In addition red has been used again as I felt this complimented the illustrations more and also related to the Royal Association for Deaf People more as red is the more prominent colour within their logo. Overall the final outcome works well however if more time was available image/pictures could have been introduced to break up the use of illustrations adding another dimension to the video. Despite this the storyline and information is effectively communicated which has been aided by slowing down the pace of the video allowing the audience to take in the information. There is no audio within the animation as I felt this was more appropriate as the video is accessible for those who are deaf and those who can hear. 

The Library Paintings: Final Presentation to Client

In order to showcase the final logo/identity to the client I've created a presentation and short animation to show the different elements of the logo to show that they can be used one their own and together. Overall the final logo works well due to its links to the physical library used within the library paintings, as the colour used throughout is the same as the dark blue used on the walls of the room. In addition the serif typefaces has been inspired by traditional, highly regarded galleries as the serif gives the logo a element of sophistication suited to an older audience. Placing the library paintings in the centre of the box further adds to the blueprint aesthetic as traditional blueprints often feature name/ notes from the architect. 

The Library Paintings: Client Discussion

Upon meeting with the client and showing the finalised logos and animations (see below). The blueprint logo was chosen, however a few alternations needed to be made to the animation which will be used on social media as well as the logo. I plan to present the logo in multiple sections to show how each element can be used on its own or together. Overall the client was please with the logos presented however felt the blueprint logo more effectively represented The Library Paintings in an interesting and engaging way.

The Library Paintings: Animation

In order to develop the two final logos further to help identify which will be used by the client, animation has been used to showcase how the logos could work on a digital platform. In relation to the blueprint inspired logo the name has been moved to the left outside the box with the inclusion of the number 3 to better reflect the blueprint/guide inspiration (see figure 1). The animation process for this logo was fairly simple as I wanted the logo to draw itself to reveal the 'blueprint' the only issue came when trying to get the type to draw itself. This was an issue as because the type was recognised as a filled object the function wouldn't draw the type as smoothly as it would the outlines. Therefore the type was introduced as the box completes its drawing to create a less jumpy animation as having the text appear after the lines have been drawn creates a disconnected and un-smooth transition (see figures 2-3).

In relation to the square bracket logo the text presented some issues again as originally I wanted the text to disappear as the brackets move closer to the centre, however it was difficult to get the timings accurate when scaling down the text. Therefore I experimented with having the text cut away just as the brackets more to create a smoother transition, however I think this looks a little jumpy and choppy (see figures 4-6) . Therefore I plan to present the use of scaling down the text, as further experimentation allowed the timings to be more accurate, with the text cutting away early rather than waiting until the scale reaches 0% (see figure 7). 

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

Figure 6

Figure 7

The Library Paintings: Client Feedback

After sending the client my initial logo ideas he identifies the use of square brackets and blueprint logos (see figures 1-2) as the most successful, as he felt these most successfully represented the brand. Therefore I plan to animate both logos, and experiment further in order to be present both again in a more final, realised form from which the client can choose which he would like to use. I plan to edit the placement of the text within the blueprint logo so the name is below the outline. Limited development points where given within this feedback as the client felt the logos below have been finished to a high standard, however I place to experiment further to see if any can be improved. Overall this client relationship has worked well due to the research conducted which has helped create informed ideas that represent the key values within The Library Paintings.

Figure 1

Figure 2

D&AD Times: Development/ Response to Feedback

Based on feedback received during peer-to-peer crits I've looked at developing the use of the timeline into ads that are easier to take in at a glance, making them more suitable for billboards and tube stations. Initially I've looked the the cover of the times fro the event in question, using Nelson Mandela's release from prison, to help inform the layout of the posters (see figures 1-2). Although the concept behind these layout experiments is strong the implementation is limited and makes the posters look cheap and unfinished which isn't the aesthetic associated with The Times newspaper. Therefore I looked to take iconic imagery from this event (the photo used within the article) and incorporate that within the existing timeline experiments (see figures 3-5). Within these experiments I've looked at including a variety of information such as the headline, and date time and author of the online version of the article (see figure 3). Personally I feel excluding the headline works well as its more of a comment on the tag line, asking the audience to remember the image whilst also promoting them not to miss out on the next big event. Throughout these experiments I struggled with how best to include the times logo so the connection to the newspaper is obvious (see figures 4-5). I think the use of having the logo and tag in the centre of the poster works well but further experimentation is needed in relation to the placement of the date (see figures 4-5). Featuring the date in the top left corner of the poster follows the online layout of articles. However I don't think all the information is needed, as the date might work well on its own or even just the year as the use of author is too much and takes the focus away from the subject of the article. In relation to the colour, blue has been used as this is the colour given to the main headline news in both the print and online paper, furthermore this adds consistency when used across multiple ads. 

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

D&AD Times: Group CRIT Feedback

Crit Feedback:

Based on the initial ideas below peer-to-peer feedback was gained to help identify areas to be developed and spark some new ideas (see figures 1-4). The timeline idea was favoured within the group due to the concept behind the tag line as well as the multiple visuals that could be created. It was suggested that if a print campaign is to be developed that more imagery could be incorporated to make them more nearing at a glance. Looking/including old covers of the Times that cover important events such as the Queens Coronation or the moon landing could be used to showcase the ‘know your times’ tagline. This would allow the campaign to showcase the key events the times has covered, suggesting new readers don’t want to miss the next big thing. This was my initial aim however I think this got lost during the design process. Furthermore the timeline could still be used but implemented differently such as on the walls by escalators on the tube or in digital billboards, so each poster would be shown one at a time. Furthermore the use of more imagery would work within the print campaign with the simplified timeline like below could be animated for use within social media as viewers would have more time to take in the advert. Overall this feedback was helpful as I felt the idea behind the timeline was getting slightly lost within the initial designs as the focus was more on the tag line ‘know your times’ rather than what the times can offer new readers. 

Figure 1

Figure 2

Figure 3

Figure 4

D&AD Times: Initial Ideas

Based on idea generation I've explored a few of the key ideas identified:

Know Your times:

Inspired by the Times tag line I've explored key events within the Times and Sunday Times history to test the audience to see if they 'know their times'. Initially key dates and corresponding images where to be featured within a poster campaign, however this felt limited and lacked an engaging concept (see figures 1-3). Therefore the idea of looking at a timeline was incorporated within the designs to highlight the key events in the papers history such as the change in name, first war correspondent and introduction of digital subscription (see figures 4-5). Due to the visual nature of the timeline I've explored different ways of continuing the line across multiple posters to create consistency throughout the campaign (see figures 6-8). Furthermore this idea could be implemented online through the use of animation which could be featured as sponsored posts on Instagram. In relation to the time, initially I looked at following the line down so the different posters could be placed together lining up the lines (see figure 6). Although this idea was visual engaging it would be difficult to feature each poster together within traditional advertising platforms. Therefore a liner timeline (see figures 7) was explored so each poster could be places next to each other, allowing the continuous line to be seen throughout each poster. In relation to the colours looked at, the colours used within the print newspaper and online have been used to identify the section the key date relates to, such as navy blue for key news and green for world news (see figures 8-11). However this creates a disjointed appearance to the posters when places next to each other. Therefore traditional black and white has been incorporated to represent traditional newsprint (see figure 12). Furthermore this allows the posters to stand out more as they look uniform when placed together. In relation to the typefaces used Times New Roman has been used throughout the experiment in order to maintain the existing brand identity within the new campaign.

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

Figure 6

Figure 7

Figure 8

Figure 9

Figure 10

Figure 11

Figure 12

 Showcase each Section:

In addition show casing each section covered within the newspaper was also explored as I personally didn’t realise there was so many individual sections within the Times. This focus allows the campaign to showcase all thats on offer, showing that theres something for everyone. However the implementation of this idea has been difficult to showcase each section in an interesting manner (see figures 13-16). Initially I’ve looked at showcasing each section based on the layout of a newspaper however as only the name of each section has been used this layout influence isn’t clear within the designs. The use of the simple names on the colours that represent each section has limited impact (see figures 13-16). Therefore more information needs to be included or another avenue explored and the current designs don’t encourage reader to subscribe. 

Figure 13

Figure 14

Figure 15

Figure 16

Puzzels: 

Crosswords and sudoku puzzles are synonymous with printed newspapers but many don't know the multiple other puzzles offered by the Times and Sunday Times within their digital subscriptions. Therefore less well known puzzles have been used to create a poster campaign, that could be animated and used within a social media campaign. The use of playing on the meaning of 'know your times' asks the audience if they know these puzzles are offered by the times but also asks if they can solve the brain teasers themselves. Although these responses don't focus on the news aspect of the newspaper, they focus on the idea that the audience can better themselves using the Time and Sunday Times. Throughout these experiments the layout of the puzzles have been explored to help inform the layout of each poster (see figures 17-27). Furthermore orange is the colour given the puzzle section both online and within the printed paper, allowing those who may have completed the printed puzzles to recognise the aesthetic associated with the printed puzzles. Throughout these experiments the format of the online content has been used, placing the Times logo in the top left corner further add to the recognisable aesthetic created in order to create outcomes that effectively represent the existing brand. Throughout these ideas different layouts have been explored, looking at how much information surrounding the puzzles should be included (see figures 20-23). Limited information has been looked at in order to test the audience more, however some may not recognise the basic representation of the puzzle therefore more information was included in order to not exclude those who may not have seen the puzzles before (see figures 24-27). 

Figure 17

Figure 18

Figure 19

Figure 20

Figure 21

Figure 22

Figure 23

Figure 24

Figure 25

Figure 26

Figure 27