Chapter 1: What is visual Identity?
- The factors related to visual identity
- Seeing a sign and thinking of the institution and it's reputation etc. Chandler Semiotics.
- How has it changed in the past 50 years
- The need for flexibility, screen based media
- What is a strong visual identity? - Vignelli on continuity
- Shouldn't rebrand something unless absolutely necessary
- How has our idea of visual identity changed from 80s to today.
Theories
Modernism - Socialist, equalitarium benefits all society. Neutral in aesthetic. Shouldn't be culturally loaded as that shoes hierarchy. Neutral and functional.
Postmodernism - Logos and branding are expressive themselves. Expressive.
Theories - Why should Graphic Design benefit the public/society
Physchological theories - Freud - Unconcious
Victor Papanek - Design for the real world.
Chapter 2: What are the benefits?
-Branding Theories
-Benefits for company/increased visitors
-How do people view the organisation
-Morals and beliefs of a company
-Challenging norms
-Identity but experimental
-Reputation of brand
Counter Argument
-People suspicious of branding
-Branding not representative of the overall institution
Theories
Naomi Klein - No logo
Chapter 3: Examples of successful visual communication
-The Whitney, New York City
- The Public, New York City
- The Hepworth, Wakefield
- The Hippodrome, Birmingham
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