Colours and Fonts

Colour Scheme

This is the colour scheme that I came up with. Again, rather than looking on the internet for the colour scheme, I made my own one from the mood board that I came up with. I made this is in Illustrator, I used to the colour pick tool to pick out these different colours. Like with previous colour scheme,  I don't think that I would use every colour in my design, however I feel if I was to use this style that I would not be limited as to what I can use and I would able to expand more with my designs. 

Font

After looking at colour schemes, I moved on to have a look at different font faces which relate to Pop. Above is a screen shot, which shows the different fonts that I found, I got these from dafont.com. Compared with the ease of finding of fonts for Art Deco, I struggled with finding fonts which best suited the style of Pop Art. I think these fonts suit this style and will be easy to read and will look good on a poster. The fonts in the middle are pretty similar, but for me I think the 'Agent Orange' font stands out the most.

Pop Art - Brainstorm

This is the brainstorm that I made for Pop Art. I struggled to come up with ideas, compared with Art Deco, however I used the mood board that I made to help with colour ideas and different characteristics that are related to Pop Art. On dafont.com I was able to find some font faces, I am not overly sure whether they are to do with Pop Art, but I think they sort suit the style and I think would look alright if it was incorporated with Pop Art style images.

Art Styles: Pop Art

After looking at Art Deco, I then moved on to have a look at Pop Art. At the moment I feel that I am going more towards the Art Deco style, because I think it would fit in with regeneration idea and would also fit in with the location of the project, as Brighton has got quite a lot of Art Deco architecture which means the poster designs would be recognisable and people could associate the style with the city. However I think the research into Pop Art will help to decide which style I would be most comfortable with and could get the best out of.

The screen shot above shows the words that, for me, describes Pop Art.

"Pop art is an art movement that emerged in the mid 1950s in Britain and in the late 1950s in the United States. Pop art presented a challenge to traditions of fine art by including imagery from popular culture such as advertising, news, etc. In Pop art, material is sometimes visually removed from its known context, isolated, and/or combined with unrelated material. The concept of pop art refers not as much to the art itself as to the attitudes that led to it.

Pop art employs aspects of mass culture, such as advertising, comic books and mundane cultural objects. It is widely interpreted as a reaction to the then-dominant ideas of abstract expressionism, as well as an expansion upon them. And due to its utilization of found objects and images it is similar to Dada. Pop art is aimed to employ images of popular as opposed to elitist culture in art, emphasizing the banal or kitschy elements of any given culture, most often through the use of irony. It is also associated with the artists' use of mechanical means of reproduction or rendering techniques.

Much of pop art is considered incongruent, as the conceptual practices that are often used make it difficult for some to readily comprehend. Pop art and minimalism are considered to be art movements that precede postmodern art, or are some of the earliest examples of Postmodern Art themselves.

Pop art often takes as its imagery that which is currently in use in advertising. Product labeling and logos figure prominently in the imagery chosen by pop artists, like in theCampbell's Soup Cans labels, by Andy Warhol. Even the labeling on the shipping carton containing retail items has been used as subject matter in pop art, for example in Warhol's Campbell's Tomato Juice Box 1964, (pictured below), or his Brillo Soap Box sculptures."

http://en.wikipedia.org/wiki/Pop_art

Above I have found a description about Pop Art and some images that represent Pop Art. I think that this style is quirky and fun and I really like the imagery, however I'm quite sure how I can incorporate this style into the regeneration project.

This is the mood board that I came up with. This will help to start to come up with ideas, from this I can clearly see the characteristics that are to do with Pop Art and it helps me to begin to think about how I can use this style for the idea of urban regeneration.

Colours, Fonts and Images

Colours

This is the colour scheme that I came up with. Instead of searching for a colour scheme and finding one on the internet, I decided to make my own which is based on the images of posters that I found. I made this is in Illustrator, I used to the colour pick tool to pick out these different colours and shades. I don't think that I would use every colour in my design, however I feel that I am not limited as to what I can use and I'm able to expand more with my designs. I would use a red, blue, green and black in each design, but with the colour scheme that I have made I am able to choose different shades which will help to when it comes to making buildings.

Fonts

After looking at colour schemes, I moved on to have a look at different font faces which relate to Art Deco. Above is a screen shot, which shows the different fonts that I found, I got these from dafont.com. There was quite of Art Deco style fonts on this website, however these were the ones that I picked out as they caught my eye. I found that these were also easy to read, which is helpful for being on a poster. There are four fonts in particular that I like, 'Riesling', 'Andes', 'Bellerose' and 'Park Lane', I think these look most like an Art Deco style and at the same time I think they would still look clear on a poster and even a leaflet.

Images

In my sketch book I have started sketching images in this style. I have copied a few posters that I liked and will develop these to potential designs for the project.

Art Deco - Brainstorm

Above is the brainstorm that I made. From coming up with mood board I had a good idea of the colours that I could use, mainly black, red, blue, green, purple. I then looked on www.dafont.com for potential fonts and managed to find quite a selection, all of which fitted with the Art Deco idea perfectly. I then wrote down words which for me described the idea of Art Deco, the types of things that I put down was 'quite jazzy', 'sophisticated', 'simple', 'long/tall', 'lines - straight'.

From here I am going to have a closer look at images, fonts and colours, which could be used for designs for my posters.

Art Styles: Art Deco

After coming up with a brainstorm, I looked more into the art styles that I came up with. I focused on two in particular, Art Deco and Pop Art, these were the two styles that I was more interested in and thought would be the best choices when coming up with potential designs.


The first style that I had a look at was Art Deco. I really like Art Deco, I think that it looks sophisticated which would be good style to help promote the regeneration project in London Road.

The screen shot above shows the words that, for me, describes Art Deco.

"Art deco or deco, is an eclectic artistic and design style that began in Paris in the 1920s and flourished internationally throughout the 1930s, into the World War II era.The style influenced all areas of design, including architecture and interior design, industrial design, fashion and jewelry, as well as the visual arts such as painting, graphic arts and film. The term "art deco" was first used widely in 1926, after an exhibition in Paris, 'Les Années 25' sub-titled Art Deco, celebrating the 1925 Exposition Internationale des Arts Décoratifs et Industriels Modernes(International Exhibition of Modern Decorative and Industrial Arts) that was the culmination of style moderne in Paris. At its best, art deco represented elegance, glamour, functionality and modernity. Art deco's linear symmetry was a distinct departure from the flowing asymmetrical organic curves of its predecessor style art nouveau; it embraced influences from many different styles of the early twentieth century, including neoclassical, constructivism, cubism, modernism and futurism and drew inspiration from ancient Egyptian and Aztec forms. Although many design movements have political or philosophical beginnings or intentions, art deco was purely decorative.

Art deco experienced a decline in popularity during the late 1930s and early 1940s, but had a resurgence during the 1960s with the first book on the subject by Bevis Hillier in 1968 and later an exhibition organised by him in Minneapolis in 1971. It continued with the popularization of graphic design during the 1980s. Art deco had a profound influence on many later artistic styles, such as Memphis and pop art."

http://en.wikipedia.org/wiki/Art_Deco

Above I have found a small description about Art Deco and some images which represent some aspects of Art Deco. From most of the art styles that there is, this is one that I can easily identify through buildings, fashion and font faces. 

To help me to start thinking about potential designs, I made a mood board. With these posters I can see the type of characteristics that I could include and incorporate into the idea of urban regeneration. The next stage is going to be making a brainstorm, so that I can break each section and research each part to ensure I follow the style well.

Brainstorm: Urban Regeneration

Before doing my design research and looking into London Road, I came with a brainstorm which had some potential ideas that I could put forward for my leaflet and posters. I came up with different art styles, like 'Pop Art', 'Art Deco' and 'Post Modernism', which helped me to think about the types of fonts and colours that I could use. I also started thinking about layout styles and the different leaflet folds that I could use and the location which is the focus and the types of shops and places that are available.

Current Regeneration Projects

I had a look a current Regeneration Project. The one that I have chosen to look at is for Brighton Marina. The idea of this Regeneration is to help and improve the Marina, by making the area safer for pedestrians, having more parking which will reduce traffic and a better connection with existing retail areas.

http://www.brightonmarinaregeneration.co.uk/index.aspx

 

These images on the left and right are part of the advertising of the project. The image on the left is of a map, which shows the area where the project is going to take place. The part that is coloured in green highlights the sections that this project is focusing on. The image on the right is the poster which is advertising the project. By looking at the poster you can see it looks clean and bright. From having the blues it looks fresh and very new, it stands out and looks pretty interesting to people looking at it. I also think that the use of blues instantly makes you think that the project will be taking place by the sea, as it doesn't give any indication in the words that have been put on the poster.

Included on the website that was made for this project, it has a section which shows the proposals of what is going to happen to improve the area. I think that is pretty effective that it has been displayed by using a table, this doesn't look as daunting to read and there is a higher chance that people would take the time to have a look as it isn't text heavy. It is also a clearer way of showing what is going to happen.

The image above is another section from the website. These black and white images show what the parts from the marina, they are focusing on, currently looks like. It looks effective that they have taken the pictures in black and white, this is because it shows these areas/ pictures are old and soon these will be improved and will look different.

On the other hand these images from the website, shows what the area will look once the project has been completed. Compared with the previous pictures, which were in black and white, these images are a lot brighter and look a lot more refreshing and look new.

What is Urban Regeneration?

After receiving and looking at the brief, I found that I wasn't really sure as to what 'Urban Regeneration' actually is.
Urban Regeneration
"Urban renewal is a program of land redevelopment in areas of moderate to high density urban land use. Renewal has had both successes and failures. Its modern incarnation began in the late 19th century in developed nations and experienced an intense phase in the late 1940s – under the rubric of reconstruction. The process has had a major impact on many urban landscapes, and has played an important role in the history and demographics of cities around the world.
Urban renewal may involve relocation of businesses, the demolition of structures, the relocation of people, and the use of eminent domain (government purchase of property for public use) as a legal instrument to take private property for city-initiated development projects.
In some cases, renewal may result in urban sprawl and less congestion when areas of cities receivefreeways and expressways.
Urban renewal has been seen by proponents as an economic engine and a reform mechanism, and by critics as a mechanism for control. It may enhance existing communities, and in some cases result in the demolition of neighbourhoods."

http://en.wikipedia.org/wiki/Urban_renewal 

"The improvement of urban areas which have been in decline."

www.tuition.com.hk/geography/u.htm

"The re-use or redevelopment of decaying or run-down parts of older urban areas to bring them new life and economic vitality."

www.lawsonfairbank.co.uk/planning-glossary.asp

Above I have found three different definitions as to what 'Urban Regeneration' means. From reading the definitions, I now have a better understanding as to what it means. Urban Regeneration is the redevelopment/ improvement of old urban areas, once they have been improved it means more shops, restaurants, clean areas, more things for people to do and also a more appealing place for people to visit.

Project Three: Branding and Promotion - Urban Regeneration

The Brief 

"Inner cites changed enormously in the 90s and 00s, with run down areas of disused buildings and land, and in some cases substandard housing, being redeveloped into pockets of urban cool, featuring flats, shops, hotels, restaurants, venues and conference centres, with the intension of breathing new economic life into the previously derelict.  In Brighton, two examples of this are the area around the Jubilee Library and the New England Quarter at the back of the train station.  Further afield, the work of Urban Splash has redeveloped areas of English northern cities.

This kind of regeneration has slowed right down in the current recession, but for this assignment you have to imagine that London Road Brighton is being redeveloped into a gentrified urban centre attractive to the young and single or couples without children.  Flats, bars, restaurants, shops, a hotel and a club / music venue are designed to be attractive to the target market of 18 – 39 year old well off students and professionals. 

You have been commissioned to create the graphic design for the promotion of the London Road Brighton project.  You need to develop a consistent visual language across a range of print pieces, using typography and a graphic style in a way that creates a visually coherent campaign.  You need to produce a folding leaflet which promotes the project overall combining text and images, and a series of at least three magazine ads or posters which focus on a specific aspect of what’s on offer in the zone (such as a bar, the hotel and the flats).  The ads are for distribution as full page ads in relevant magazines including Time Out in London and Latest 7 in Brighton.  The posters are to be placed in London and Brighton bus stops and train stations, and London Tube stations.  You will need to create these print pieces at suitable aspect ratios and mock them up into a photo of a location or magazine to show their impact in situ. 

You will start this project by undertaking visual research.  As well as looking at existing posters, magazine ads and leaflets for their design characteristics, you will look into the visual presentation of architectural and urban regeneration projects, and you will also explore the work of artists, designers, design movements and images to select a visual language that will inspire and inform your work.  This research needs to be reflected in your blog. 

You will devise the concept for your campaign (inspiration, imagery, tag line, colour, font, layout etc) from research and design development processes including brainstorms, mood boards, sketches, mock-ups etc and pitch this concept to the group and your tutors for discussion.  Your design development work must be shown in your sketchbook. 

You will use any combination of Photoshop and Illustrator to produce the artwork for this project.  The leaflet must be laid out and typography incorporated in InDesign. 

You will show your completed artwork to the group for critique, justifying your design decisions and looking for potential improvements.  The crit feedback needs to be written up on your blog.  Once improvements have been made in response to the crit, you need to print your artwork to put in your sketchbook.  These do not have to be printed at full size for the poster; you can print at A3.  The leaflet printed double sided and folded.  You need to get your printing done externally at a print shop (Blow up in Brighton and The Print Room in Lewes are recommended)."