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Learning Activity – Having fun with brand identity

Watch the movie “The Greatest Movie Ever Sold” (The official title is “POM wonderful Presents: The Greatest Movie Ever Sold”) and answer the following questions:

  1. Do you think the movie provides insight or detail into what drives product placement in entertainment?
    If so, what have you learnt from that? If not, how would you change aspects of the movie to reflect insight on this?

I think the movie was well made, it provided a full insight of the process he had to go through to start his movie, establish his style, get sponsors and then film it. To answer the question of what makes brands put their products in entertaining things like music videos, or films, I would say that it is to be recognised and stand out from other brands, which in the end is simply because they want more money, and more customers equals more money.

In the end everything comes down to money, since people like to be entertained and expend a lot of time and money entertaining themselves, companies place their products strategically in things most people want to watch so they can be seen and so that people remember them when buying stuff. Usually both the company/brand and the entertainment industry benefits from this. The brand provides the money to carry out an idea and that is a good thing, but when it tries to mess with the idea so it fits the brand it can be a little bad for the entertaining industry.

2. What have you observed about presentations of visual strategies/brand identity?

Most of the brands that agreed to sponsored him had a clear vision of what their brand was all about, how they wanted to be perceived and what he could and could not do in his movie. Pom for example, the juice brand, had a very soft and clean look, very simple aswell, and they kept it that way choosing not to include the crazy more fun things he suggested.

3.Let’s consider this movie as a form of research. In other words, it was done to see what the effect of branded entertainment would be, a case study of sorts. What are your findings? What have you learnt? What has changed your pre-conceived ideas? Do you think there’s relevance in this case study? How could you apply your observations in real life?

I actually already knew the most part of what he showed, cause the amount of commercials out there has been bothering me a while. However I found it very interesting to actually look at the process he had to go through to get his movie out and see him present all his ideas to people and get rejected, and in some cases finally succeed.

I learned that before asking for help and sponsors, you have to establish yourself sell yourself to them as they do to you. Another thing I learned is that you have to try to look for brands that are compatible with you since they are the ones that are going to be the most interested. I also learned that to succeed as a brand, you have to be true to yourself, believe in your product and show this to the public.

4.From the findings above (question 3) imagine that the international coffee brand, Starbucks, is your client. Give one complete strategy for a small activation campaign to advertise Starbucks on aeroplanes. Give one idea of how you would do this, by following the 5 steps of the work process. To guide you, follow the points below and do a write-up of your idea as well as the steps you followed:Conduct research – you can visit the website http://www.starbucks.com as part of your research. Also think of quick research methods, such as surveys done on family and friends.

From a quick look through their website I learned that:

They use colors as yellow and green to highlight important things or just to make contrast, but otherwise they have a pretty clean-looking page, very simple, like it is popular right now. It is important to them to have a good ethic, help the environment and people, in between many things they help refugees by providing them with jobs, they support farming communities  and provide community service.

I kept searching on the internet and found out that their primary target audience were adults between the ages of 25 to 40 years and their secondary  young adults from 18 to 24.

  • Clarify the strategy – Once you’ve conducted quick research, do a write-up of your findings and create your own brief.

It seems like Starbucks is a simple brand that cares about the environment and social problems and they also focus on making high quality coffee. While doing this campaign, I will focus on adults and young adults as my target audience.

  • Design the identity – Here you do not need to go into lengthy design, but create sketches of your ideas and remember to think about the movie for inspiration.
  • Create touch points – As this is a focused campaign, you may have one touch point only; describe how you would activate your campaign using this touchpoint. If you need to, you may do sketches that would aid your communication.

As a Touch point I would give every passenger of a flight an option of getting a free Starbuck’s drink handed out by the hostesses in the middle of the flight. This free drink will stand out from all the rest of the food and drinks that are to be bought. The cup would carry a design incorporating both the starbucks logo and paper airplanes and carry nice messages of encouragements and quotes about flying.

  • Manage the assets – As this is not a prolonged campaign, briefly describe how you would use the possible outcome of your campaign for future use. Also state what your follow-up steps would be to strengthen your message. For example, you’ve done research and decided to give free vouchers along with every boarding pass handed out. How would you collect feedback from consumers or how would you communicate to them at the airport, on the flight, etc. to support your campaign?

The cup will come with a cup holder made of paper that is actually a folded brochure that lists the direction of all Starbucks in the destination the plane is heading towards, as well as a link/QR code that would lead them to a short questionary they can take to participate in a contest to win a starbucks golden card.  In this way we can get feedbacks on the campaign. Since passengers are in the middle of a flight and have nothing else to do, they will most likely take the time to participate in the contest, and at the same time give us valuable feedback. 

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Learning Activity – Acquainting yourself with the work process

Consider the different steps in the work process and answer the following questions in writing:

  • Conduct research
    Write down different means of conducting research. (What do you think can be done to collect information and get consumers’ perspective on a proposed idea?)

First of all you have to make a clear brief full of information about the company and who they are, what they want and what they expect to become in the future. You have to research the place if it is a place, and its surroundings. Or visit their site and examine their viewer history.  Find out who the competition is and research them, are they doing good? what can we learn from them,? how can we make it better? Decide on a target audience and ask them questions about the company and product… Among other things.

  • Clarify the strategy
    What do you think should be included in a creative brief? (As a designer, what would you consider vital information in such a brief?)

I consider their goals to be the most important thing to ask in a brief, in this way I can work towards that goal while designing their product. Other things to include are, their name, their identity, target audience, goals, what they are expecting from me and the information of the person that is going to be in contact with me.

  • Design the identity
    How would you approach the findings from the research and the clarified strategy? (What would your first steps be once you’ve received feedback and a brief?)

My first step would be to write everything down and analyse it so I can make a strategy out of it and start designing.

  • Create touchpoints
    What do you think is meant by touchpoints? (What, do you think, should be included in the term “touchpoints”? how would you define this term?) Hint: Keep in mind that touchpoints are those things that connect customers to your brand.

Touchpoints are the things that connect the costumer to the brand, like packages, restaurants, transportation vans, flyers and other things. A website can be the biggest touchpoint of them all, in our internet era.

  • Manage the assets
    How would you nurture and grow the brand that you’ve created? (You may choose an existing brand or product and describe this according to your chosen item, if that will make it easier for you to explain your ideas.)

A good way to make it grow, is to test often and lookout for the customers reactions. In this way it is possible to change things that don’t work and make the brand better. I would also make ads to remind people about the brand. The most important part is to be mindful about your goal and your brand identity and keep reminding it to the team, especially people who are going to be in contact with the costumers.

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LA- Fun with slow shutterspeeds

1. Wait until it’s almost dark outside. Take your camera and go and sit in a busy tourist area. Choose a building or statue to photograph. Place your camera on a tripod and set the shutter speed to 30 seconds or more. (If you don’t have a tripod, something stable, like a chair, will also work.)

Take a look at your photograph. Do you see a lot of people in it or just the building/statue?

 

There were actually a lot of people in the frame and they all dissapeared, leaving just the backgound.

IMG_9194kirkeIMG_9174kirkeIMG_9188kirke

 

3. Ask a friend to help you with this activity. Choose a dark room in your house and switch off the lights. Place your camera on a tripod and set your shutter speed to 30 seconds or more. Ask your friend to “draw” a picture in the air using a flashlight. Take a look at your photograph. What do you see? This fun activity is called light painting. Try an easy pattern first, but also a more complicated one.

 

This exercise was really fun and difficult at the same time, it is actually quite difficult to draw in the air without seeing what you are dawing…

We also tried other things like turning the lights off and on and schanging  places, like they did in Ben Long’s lesson, But we did not have powerfull flashlights so it turned out more spooky, kind off like ghost figures.

IMG_9103kirkeIMG_9106kirkeIMG_9085brighter.jpg

IMG_9099kirke

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LA- Shooting in low light conditions

Question 1 (Written Assignment)

Describe the steps that you will take to ensure that you take a high quality photograph in low light conditions. Refer to exposure, lenses, tripods, colour temperature, flash and ISO. Your answer should be a minimum of 350 words.

To take a high quality photograph in low light conditions is a difficult task, given that there is little light for your lense to work with. The process might become longer, you will need extra aiding elements and there can be a lot of waiting time involved. It is also often colder to work in the night, so it is important that you come prepared and know what to do when you are surrounded by darkness.

Exposure time is an important first step. When you use higher exposures you open the sensor to light for a longer time and allow it to collect more light, resulting in better and clearer photographs. There is however a drawback from using this method, you will get a lot of camera shake. Here is where other camera accessories as the tripod become useful. The tripod will stabilise the camera and prevent camera shake so that the sensor can focus on collecting the light that is framed.  When using high exposures, any movement can affect the photograph, even you pressing the button, use the self timer to prevent such unwanted movements. It is also important that you do not use your camera stabilisation when using your tripod.

Blurriness is not always bad, you can create a lot of interesting effects with moving objects and a long exposure, if you plan it well. Sometimes the camera can let inn too much light and the blurring effect can get lost. A polarizer filter can be of good help in moments like this.

Another advantage while shooting in the dark is to have a lens with a high aperture, this lens collects more light and allow you to shoot clearer photographs, or have have a faster shutter speed. Zoom lenses can be good, but are often reduced in quality when you zoom in with them, because the maximum aperture becomes smaller while you zoom. So, they become less useful while shooting in the dark.

Another important feature to use is the ISO setting. Higher ISOs make the sensor more sensible to light and allow you to take clearer photographs, the problem is that the photos can get more granny because the sensor is more sensible to other particles in the air. This can be a bad thing for some photographs, but for others it can add a nice touch.

The last thing, that would be the first in mind for a lot of people is to use the camera flash, but this feature can cast harsh shadows and an unpleasant harsh blue light so it is best avoided.

To summarize, you can take a high-quality photograph in low light conditions by using a longer shutter speed, using a tripod and a polarizer filter, using higher apertures and experimenting with your ISO.

Question 2 (Practical Assignment)

  1. Watch the Lynda course Foundations of Photography: Night and Low Light by Ben Long (4h 0m)
  2. Complete the exercise files (optional)
  3. Take four low-light photographs.
      • One should be a sharp photograph that focuses on a static object, like a building or statue.

To take this picture, I placed my camera on the tripod and since I wanted a clear picture, my ISO was at its lowest, my aperture f/14 to get a lot of detail, and my shutter speed at 30sec so I could get enough light. This high exposure time resulted in an interesting effect of light painting caused by all of the cars passing by. It also erased all the people who were moving in front of the picture.

IMG_9120kirke

  • The second photograph should showcase moving objects, like cars or running water.

I also took this picture using a tripod. My settings were:

aperture: f/9

Shutter speed: 30s

ISO: 100

IMG_9143kirke

 

  • For the third photograph, take a moody portrait of a friend and use high ISO settings to your advantage.

I took these while I was out in town at night shooting, and I felt they fitted well here. I used high ISOs on both on them and a fast shutter speed since they where handheld.

  • IMG_9197kirkeIMG_9161kirke

 

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Learning Activity – Mastering the Art of Product Photography

 

  1. Draw up a list of the most important aspects of a product photograph. Refer to shadows, lighting, quality, ISO and editing in your answer. Mention at least five things.

  • LOW ISO.
    •  This will assure that the photograph is grainfree.
  • No harsh shadows
    • The shadows create distractions from the product unless they are there for creative composittional reasons.
  • As sharp as possible (be in focus)
    • If the product isn’t in focus the meaning gets lost and people don’t pay attention to it either.
  • Clean background/ creative background
    • A clean background will put emphasis on the product
  • Have a correct expossure
    • If you use the wrong exposure you will waste time in postprosessing later or create unwanted moods.

 

2. Take product photographs of the following objects:

Here is my starting set up.

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I tried out using a light I had lying around that was really powerfull but it turned out that it wasn’t powerfull enough to lit it everywhere so I guess I will have to buy another one so I can lit the subjects from all sides. I also forgot to check if it was a full spectrum light, and it wasn’t so that ruined my post-prosessing quite a bit, here are the results!

  • Something fluffy, like a stuffed animal

IMG_7470brighter

During editing I lowered the exposure, gave it more contrast and clarity, and lowered the temperature.  I also cropped it.

Here is the diagram of the lighting scenario: 

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light to the left, reflector to the right, camera on front.

 

  • Something shiny, like a knife and fork

IMG_7483brighter

During editing I lowered the temperature, gave it more expossure, contrast and clarity, and lowered the shadows.  I also cropped it.

Here is the diagram of the lighting scenario: 

25497516_10212800865550004_568305520_n

 

  • Something hard, like a book or a mug

IMG_7512brighter

During editing I lowered the temperature, and gave it more expossure, contrast, highlights and clarity.  I also cropped it.

Here is the diagram of the lighting scenario: 

solid

  • A liquid, like a glass of wine

IMG_7490brighter

During editing I lowered the temperature, and gave it more expossure, shadows, highlights contrast and clarity, and lowered the temperature.  I also cropped it.

Here is the diagram of the lighting scenario: 

liquid

light on top, camera in front.

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Learning Activity – typography

 

Written assignment (observation and analysis)    (4 hrs)

  1. Define the term “typography” in your own words.

    Typography is the conscious choice of a typeface to fulfill a specific task or express something. It is arranging body copy so a page filled with text looks appealing to read. It is creating systems of letters, that go well together so they can later be used arranged in every possible way to convey a meaning or create an artwork. Good typographers put the content first and make it a priority to make the content easy to read in both holistic and detailed view.

     

    So, if I had to write a short sentence I would say that typography involves the creation of typefaces and fonts and how we use them consciously to fulfill a task.

  2. Write a few sentences explaining what typography is not.

    Typography is not unconscious use of type, it is not handwriting, nor it is scribbling of letters.  Typography is not the manipulation of singular letters one at a time outside a context.

  3. Find a case study on typeface development on the Internet (similar to the ones in Addendum A). Explain which medium (small format printing, large format printing, mobile devices, etc.) the font developed is best suited for and why. Keep legibility, size and style in mind.

It was hard to pick just one typeface to study so I ended up reading about a lot of typefaces. I started my journey with a google search  and the first name that came to my mind was surprisingly comic sans, cause I loved the font when I was a kid and could not understand why we had to write everything in Times New Roman.  Even though the story of comic sans was a funny one ( as the typeface),  it was rather brief and not so interesting, so I kept searching. I then visited the website “typographica” to see if I could find a typeface there and “Pathos” caught my attention,  a serif typeface that stood out from the rest. Other than the introductory text on this website, I could not find anything about it on the web. My next stop was IDSGN a website that posts about the things we love and hate as designers, and it publishes a series of posts called “Know Your Type”, where they feature different typefaces each time.  I started by reading about myriad pro, a really popular typeface apparently, used by both Walmart and APPLE, something I found quite amusing and interesting, but decided to keep reading. I ended up with Baskerville, a typeface which I found fascinating, because of its interesting creator, its creation time and the fact that it is still popular today.

Baskerville

Baskerville was designed in 1754 and it is known for its crisp edges, high contrast and generous proportions. It is categorized as a transitional typeface, in-between classical typefaces and the high contrast modern faces. It was created by a self-taught printer to perfection his printing style, the typeface grew out of an ongoing experimentation with printing technology.

Given its origin I would say that Baskerville is best suited for large format printing and normal printing. I tested the font on its lower size 8, and found it really difficult to read without squinting. This is because the lower case letters are small in size( the x-height is small). I feel Baskerville is a good typeface for text because the body copy has a good color and evenness, this is probably because of Baskerville’s circular strokes, more regular characters, contrast between thick and thin strokes and  vertical axis in rounded letters. I did found one annoying thing about it when writing in english, the capital letters seem to be very bold in comparison to the lower case letters, something that makes them stick out and steal a lot of attention so the letter “I” kept sticking out everywhere in my text, and I figure this would be even  more irritating in german since all the nouns are capitalized there!

Research and written assignment  (observation and analysis)      (1,5 days)

  1. Document one day of your life acting as an observer of typographic design. Produce a comprehensive diary of the typographic experience of your day from first thing in the morning to last thing at night.

  2. Keep this diary within research folder or sketchbook. You should be prepared to use photography, photocopying and other means where necessary to evidence what you find, as well as collecting first-hand examples of typographic design.

  3. Make notes or comments to reflect on what you have collected and documented. Your notes should help you to consider what kind of design it is that you are recording. For example, a cereal packet may have some large obvious lettering / typographic device on the front of the box, but there will also be typography in the form of information design within a “nutritional information” table on the packaging. So are you looking at promotional design/branding or information design? Or are you looking at typography? Is it lettering?

  4. Choose two examples of design that you have collected that you consider to have either good or bad qualities. Try to analyse these further in terms of their typography. Can you identify the typefaces being used? Does the typography communicate successfully? If so, why? If not, why not?

 

I have chosen to write a virtual diary so I could upload it to wordpress. Here is the PDF: ‘

My typographic diary

Practical assignment (2 days)

  1. Complete the exercise files that came with the Lynda video Indesign Typography. Upload them to WordPress.

  2. Use your design software to design a newspaper front page. Pay special attention to typography (size, leading, column width, etc.).

    Pdf of the front page of a newspaper called “The World”: newspaper front page spread

  3. Use your design software to design a double-page spread (DPS) for your favourite magazine. (Look at an example of a DPS here.)

    Pdf of the double-page spread of a magazine: Double page spread.

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Learning Activity- Sketching Techniques

Practical Assignment (observation and analysis) 1,5 days

  1. Define, in your own words, the printmaking terms.

  2. Find examples on the Internet to represent each of those terms.

In this course we learned about the following printmaking terms:

  • Wood engraving consist on ecarving an image on a piece of wood and then dipping it in ink to recreate the image. This can be done by  press or by hand. Here is an example of an image engraved in wood that can be used for printing a lot of other images:print-making_wood.jpg
  • Linocut:
    This one resembles the wood engraving one only that  you use soft linoleum instead of wood. Here is an example:linocut
  • Drypoint Drypoint is a little similar as well. In a piece of metal you scratch out an image with different utensils and then you paint it with ink and wipe out the excess with a paper cloth, then using a press you press the image into a damped paper. Here is an example:drypoint
  • Etching is a little bit more complicated, you start by covering a stiff metal plate with wax and then carve out your design. Then you dip it in acid to eat away the exposed metal(where you carved out your design). Then you cover the plate with ink (filling the encarvation only). Finally you can print it out on paper by using a press.

In the picture bellow you can see how they carve the image of the wax into the metal plate.etching

  • Engraving :

When you engrave you cover a copper plate with wax and then draw your design on it. You can do this by putting a paper over it where your design is already been drawn and draw it again over the wax. When you are done your design will be engraved in the wax and then you can scratch it out using a tool. when your design is carved and finished  you use a dogger to force the ink into the engraved lines that forms your design.  After this, as always you will have to use something to remove the excess of paint so it only remains on the encarved area. This is a long process where you start from cloth and end up removing the rest with your hands. Then it is ready to be printed on to a paper with the help of a press.plate

  • Lithography  consist on drawing and painting directly on a stone tablet, when the drawing is done, you cover it with wax. The wax does not mix with the ink so it will create a negative effect. Then you use a press to transfer the design to paper.Here is a drawing before using the wax:litography
  • Screen printing is a process where you start by first making masks that prevent the ink from reaching certain areas of the surface where it is going to be printed. Then you follow-up by pushing coloured inks through a fine silk screen (using a rubber squeegee) to the surface of the final print.  You can repeat the process several times with different colours to make a full colour image. This method is often used for printing on to textile like tshirts.In this picture you can see the process of transfering the ink into the surface:screenprinting
  • Monoprinting 
    Is a printing technique where you can only reproduce the image once. There are several techniques that can be used to make a monoprint, such as lithography, woodcut and etching.monoprint
  • Digital Printing 
    Is the form of printing we are probably more familiar with. These are methods of printing digital images to other media. The tools that are often used are high volume laser or inkjet printers.Digital Printing

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3. Use your graphite, eraser, eraser putty and blending stub to sketch spheres using the following techniques: hatching and cross hatching, blending, rendering, squiggly lines and cross contour lines. (Please scan your sketches and upload them to your blog.)

LA3

4. Watch the prescribed Adobe Illustrator video on Lynda.com and complete the exercise files.

 

5. Find a poem that inspires you. Follow the exercise in the lesson above and illustrate your poem