OUGD601 - Feedback from tutorial

• For something to be classed as modern, it has to be new, but to be new you also have to break from the past and be anti-traditional.
• Contemporary art still follows the same rules (still have to be new etc.) but it's also the idea that it's when we started to think more globally. It's a fictional idea that we all exist in this globalised system. Even art from China, Africa, new cultures is all made part of the same system. However, it's a fiction because we don't all live in the same shared time.
• Contemporary art galleries are set up with a globalised system. 
• Conceptual art introduces idea of what is an artist, what is a gallery - breaks rules
• Other activities like workshops engage with different types of the public that aren't high culture, film programmes etc. film societies. 
• Hepworth art gallery last exhibition curated by a fashion designer
• Acting like brands because you're buying into a system of values almost like nowadays 'a lifestyle devoid of any kind of cultural input is hollow.' 
• Culture tied to commerce - autonomy is freedom, contemporary art is supposed to have freedom to criticize contemporary society 
• The Whitney identity matches the tone of the contemporary art it features 
• Identity has to match the flexibility of the programme and match the flexibility of culture
• MK Gallery Milton Keynes Gallery Identity by Sarah Debont - The identity is a system that keeps the M&K touching 
• Almost a bit like a piece of conceptual art where it has the same idea but every time you see it there's an element of something new
  
  Chapter 2
• After 3 examples talk about what qualities in them are similar or the way of going about them as a conclusion - pull out themes and say this is how they are done. It can change it can be flexible, it can be adaptable. 
• Modernist approaches to visual identity - MoMA - Fixed Grid - neutral, art takes the place and background is the frame.
• With branding, there's a reversal of the product where you're buying into the brand of the Tate and not the objects it contains, you're buying into the idea of it, the lifestyle.
• In modern art in the 50s and 60s its very neutral and the image is full whereas now with branding the content is just a small image on the poster and the branding is what you see - completely against modernist principles. 
• People think of contemporary art is being quite liberal and is generally more on the left side.
• This is too basic. You haven't addressed the key qualities of successful visual identities and (backed this up with the theory).
  
  You need in this chapter to address in greater detail the what exactly constitutes 'contemporary culture' - say in comparison to modern culture.
  
  Contemporary - global, share the same time
  Transnational
  Transmedia
  Transdisciplinary
  
  How are these qualities address by the visual identities? This will not be written anywhere - you will need make this comparison yourself
  
  I think you should also address exactly how a modernist approach visual identity is different to a contemporary one - what are the differences in values and how do they find different expression in visual form?
  Practical
• Think about values, Vance Packard 8 Hidden Persuaders
• Ego gratification, intellectual curiosity, that you are free questioning etc. These are the things that you're buying into. Questioning orthodoxies.
• Whitney works because it is flexible and not static 
• Values for each of the 3 venues is different but there is something shared.