New Dissertation Proposal

Dissertation Topic (Highlight a title or theme)
Discuss the role of branding the modern Olympic Games as examples of graphic design entering the main public consciousness.

Issues/questions to be addressed (clarify the main subject areas and present these in a formal manner as detailed as possible)
- I aim to investigate specific examples of modern Olympic Games branding, past and present, and discuss the importance of its role on a design level but also a cultural level.
- I will address the issue of the controversial reaction to the London 2012 Olympic Games brand/identity as a piece of graphic design entering the main public consciousness. Why do people specifically care about this piece of design? Who designed it and what was their thinking behind it?
- I aim to understand and subsequently compare successful past branding examples of the Olympic Games. E.g. Mexico ’68 and Munich ’72. Who designed them? How were they designed and what were they designed for? Why were they used for this purpose?
- I can also look into how this area of graphic design relates to communication theory and identify the semiotic values that specific examples hold.
- This should also be underpinned by a more historical chapter involving an overview of contemporary brand identity as it directly contributes to the appearance of the modern Olympic Games and how it is promoted and perceived by a global audience.

Method/Approach (What type of analysis do you intend to use? These may be combined provided you are able to present a clear rationale for doing so. Historical, sociological, semiotic, psychological, feminist, Marxist, multiculturalist, postcolonial, genre, popular culture etc and give the names of specific theorists of particular relevance. Discuss with tutor and use Level 2 bibliographies before submission of proposal form).
Historical - This type of analysis will help me understand where brand identity styles in the specific area of the Olympic Games have come from and where they are heading/ have moved to. I will also be able to look back and see how decisions made regarding the branding used across these global events at certain points in history reflected wider issues in society both locally and internationally.

Semiotic - A semiotic analysis of my chosen area of study will help me to dissect the information behind choices of logos/colours/typefaces that were made in regards to specific examples that I decide to investigate. Understanding the semiotics and communication theory behind the examples will enable me to produce an informed viewpoint on the branding for the Olympics and the reasons for it’s production and application.

Primary Sources of Information (To include libraries (other than LCAD), galleries, addresses of key contacts/sources, interviews, exhibitions, archives, collections, interviewees, case studies).
1. Description: Journals, articles, books archive at Leeds Met Library. 
Location: Leeds Metropolitan University Leeds.

2.Description: Interview with Wolf Olins design agency (via Skype).    

Location: 10 Regents Wharf, All Saints Street, 
London.
3. Description: Personal photographs and merchandise of the Beijing 2008 Olympic Games.
Location: Taken in Beijing, China.

Books/Articles/Resources already located (minimum 6)
Please list these using academic conventions (Harvard System) where necessary.
Any proposal form without a minimum of 6 sources will automatically be returned as not approved!
1. Timmers, M, A Century of Olympic Posters, V&A Publishing, 2008.
2. http://www.creativereview.co.uk/cr-blog/2007/june/2012-logo-lance-wyman-says-give-it-a-chance
3. http://www.creativereview.co.uk/cr-blog/2007/june/london-2012-well-at-least-it-doesnt-have-big-ben-on-it
4. Armstrong, H, Graphic Design Theory: Readings from the field, Princeton Architectural Press, 2009.
5. Davis, M, More Than A Name (An introduction to branding) AVA Publishing, 2005.
6. Garfield, S, Just My Type: A book about fonts, Profile Books, 2010.

Relevance to main area of study:
Be specific and include any research already undertaken.
- After completing the second year of my degree I know that looking ahead to my final year that within my design practice I am aiming to develop more work for my portfolio based around brand identity. My dissertation title incorporates specific examples of this to analyse whilst giving me the chance to research more widely into the social, cultural and semiotic impact it can have.
- The following quote from Margaret Timmers was taken from the book
‘A Century Of Olympic Posters’ and provided some of the initial inspiration for this proposal: ‘Viewed from a historical perspective, Olympic Games posters provide a fascinating record of our world. As periodic snapshots through time, they offer a means by which we can explore links between sport and art politics and place, commerce and culture. They also reveal evolving iconography of the modern Games ranging from emblems of civic and national pride to those of aspirant internationalism and from official Olympic symbols to the identity of specific Games’
- I have recently bought the book ‘Graphic Design Theory’ which I am starting to read through. The variety of extracts covers content specific to what I’m writing about but also wider issues that could help me to take my research further.
-This dissertation will be an excellent chance to further my knowledge and understanding of branding and identity design which I have had growing interest in throughout my degree thus far - and then combine it with the subject of the Olympic games which is of great interest to me.

Perceived problems or difficulties: Please also enter here information related to academic support/dyslexia issues.  

- I’m not the most enthusiastic reader so I am concerned about how much reading and researching I need to undertake in order to underpin my dissertation.

-Planning the structure of my dissertation is something I may need help with so that the core of the topic remains tightly focussed throughout and I don’t wonder off subject.

Dissertation Re-think

After starting to research into my initial dissertation question, I started to realise that the topic I had chosen wasn't holding my interest. I thought that if this was how I was feeling about it now then in a few months time, in the middle of writing it, then it could end up being a bit of a nightmare so it was best to think of a new idea now.

*****NEW DIRECTION*****

After the recent publicity surrounding the 'one year to go' mark in the countdown to the London Olympics - it spawned my new idea of my dissertation topic. I'd like to address the reasons behind the controversial response to the 2012 logo and brand, what people care so much about it and how this was one of the first times I had really noticed so many people voicing their opinion on a piece of graphic design that was to represent our national identity.

Within this topic I thought that I could look into areas including; logos and brand identity/ the studio that designed it and the concept/ reaction and analysis of it both within and outside of the design world/ graphic design in the public consciousness.
For further design related discussion I also thought that I could look into the history of Olympic branding including successes and failures and reasons why they were positively or negatively received such as the Lance Wyman designed identity for the Mexico '68 Games.

Possible Dissertation question:

"Identify and discuss the reasons behind the controversial response to the London 2012 Olympic Games logo and brand"

Ok, so I'm going to think on this further and then post a new proposal onto my blog as soon as possible. Also need to find out how to let someone know I've changed my idea...

Dissertation Proposal

Dissertation Topic (Highlight a title or theme) The impact of globalisation on typography used across public transport systems in the Western world. Issues/questions to be addressed (clarify the main subject areas and present these in a formal manner as detailed as possible) - I aim to investigate the loss of national identities in reference to typographic styles, which is clearly evident in transport systems and information design in Western countries. - I will address the issue of communication in relation to globalisation which has influenced the demand for typography that easily readable and legible. - I can also look into how this area of typography relates to communication theory and identify the semiotic values that specific examples hold. - I will look into the rise of the Swiss fonts, which have directly impacted upon this area of graphic design - Who designed them? What they were designed for? Why were they used for this purpose? - I aim to understand and subsequently compare precise examples of typographic decisions that have been made and concern public transport systems, such as; London, Paris and New York underground signage and typefaces developed specifically for airports, amongst others. - This should also be underpinned by a more historical chapter involving an overview of Modernsim as it directly contributed to and reflected upon the internationalisation of the Western world and consequently the areas of graphic design I have chosen to study for this essay. Method/Approach (What type of analysis do you intend to use? These may be combined provided you are able to present a clear rationale for doing so. Historical, sociological, semiotic, psychological, feminist, Marxist, multiculturalist, postcolonial, genre, popular culture etc and give the names of specific theorists of particular relevance. Discuss with tutor and use Level 2 bibliographies before submission of proposal form). Historical - This type of analysis will help me understand where typographic styles in this specific area have come from and where they are heading/ have moved to. I will also be able to look back and see how decisions made regarding typography used across public transport systems at certain points in history reflected wider issues in society both locally and internationally. Semiotic - A semiotic analysis of my chosen area of study will help me to dissect the information behind choices of typography that were made in regards to specific examples that I decide to investigate. Understanding the semiotics and communication theory behind the examples will enable me to produce an informed viewpoint on the typography and the reasons for it’s production and application. Primary Sources of Information (To include libraries (other than LCAD), galleries, addresses of key contacts/sources, interviews, exhibitions, archives, collections, interviewees, case studies). 1. Description Location 2. Description Location 3. Description Personal photographs obtained through planned summer visits to London and Paris. Location Public transport systems in London and Paris. Books/Articles/Resources already located (minimum 6) Please list these using academic conventions (Harvard System) where necessary. Any proposal form without a minimum of 6 sources will automatically be returned as not approved! 1. Garfield, S, Just My Type: A book about fonts, Profile Books, 2010. 2. Kinross, R, Modern Typography: An essay in critical thinking, Hyphen Press, 2004. 3. Armstrong, H, Graphic Design Theory: Readings from the field, Princeton Architectural Press, 2009. 4. Tschichold, J, (translated by Ruari McLean), The New Typography, University of California Press, 1998 5. 6. Relevance to main area of study: Be specific and include any research already undertaken - I have read the book ‘Just My Type’ from cover to cover and this has provided me with a great initial overview of typography that has filled in many little gaps in my knowledge of the subject. I feel it has also given me a more solid understanding that will enable me to go on into further reading with greater confidence. - The following quote by typographer Matthew Carter was taken from the book ‘Just My Type’ and provided the initial inspiration for this proposal: ‘Once I could be parachuted blindfold anywhere in the world, take off the blindfold and look around, and I could see the shop facias and newspapers, and I would know where I was just from the typeface. But now a typeface is released in Tokyo or Berlin or London and it’s gone around the world overnight, and it has completely lost it’s sense of origin.’ - I have recently bought the book ‘Graphic Design Theory’ which I am starting to read through. The variety of extracts covers content specific to what Im writing about but also wider issues that could help me to take my research further. - This dissertation will be an excellent chance to further my knowledge and understanding of typography which I have had growing interest in throughout my degree thus far - and then combine it with aspects of travel which is another great passion of mine.

Task 6 - Theory Into Practice

Below is the post from Gary Barker's blog which I will use to analyse the animation I produced for the OUGD202 module.

http://graphicdesigncontextualstudies.blogspot.com/2010/11/reflections-on-first-lecture.html




Gary Barker mentions in his post that from one of the key texts this year, Malcolm Barnard argues that all graphic design is centred on communication. And it's hard to disagree since the ability of a piece of work to speak to the desired audience is imperative as this will define the success of what is being promoted for example.
In the capitalist western culture we live in, we are perpetually deluged with companies vying for our attention; whether it be when we walk down the street or sat at home watching the television. In order to communicate what is needed in the little time we often have, this situation can lead to a simplification of social and cultural identities so that they become easier to for people to digest in a short blast.
In my animation above, I have relied heavily upon highly recognisable and stereotypical imagery, typography and sound in order to communicate a recognisable image of Japan. A delicate colour palette and gentle oriental music set the overall design direction which is then applied consistently across typefaces and illustrations which make up the main content of the piece. The typeface that 'TOKYO' appears in at the start and end is a vectorised version of hand drawn letterforms. I chose this method as I didn't want to use a grossly stereotyped Japanese style font, falsely scrawled in an imaginary ink brush pen. Instead I wanted to use something more simplistic but incorporated hints of recognisable oriental elements so as not to look out of place in the context of the video. Imagery of well known Japanese icons are also included such as Mt.Fuji, the Bullet Train, Cherry Blossoms and the modern Tokyo skyline that should mean the overall subject is easier to convey to a fleeting glance of the animation on a television screen

Task 5 - Sustainability and Capitalism

Sustainability is essentially defined as a response to an environmental crisis. Balser says that it is an
"inter and intra-generational equity on the social, environmental, economic, moral and political spheres of society."(Balser, E (2008) 'Capital Accumulation, Sustainability & Hamilton Ontario')
Thus, it is a subject that crosses many boundaries as it can potentially impact upon all aspects of our lives. So then, it should be something that everybody takes an interest in as we have a duty to act in a responsible way to ensure that ourselves and future generations are able to meet our own and their needs respectively. Sustainability is also explained as, ideologically, 'a communal concept'. However, in the modern age it has become centred around the conscious decision of the individual  along with their ability to access the supposedly appropriate environmental technology.
Capitalism has moved to cover the recent ethical hysteria ever since sustainability became an environmental buzzword. The capitalist culture is a perpetually expanding, capital absorbing cycle that obsessively searches for new things to commodify for the masses.
"It's a diverse web that is continuously expanding and trapping things . These crises can vary in size, expression and materialisation."(Balser, E (2008) 'Capital Accumulation, Sustainability & Hamilton Ontario')
Crises present themselves - regardless of scale or subject - as opportunities for capitalism to offer people temporary escape routes from the problems they are informed about. Every crisis is a chance for capitalism to reinvent itself and thrust upon the consumer a new product or service that will enable them to buy their way out of distress. A crisis of capitalism occurs with change, since when a production route is first invested in, it then develops through different stages and into financial expansion which requires further commodities to sell and thus, starts the cycle all over again. This is how capitalism continuously supplies itself.
One example of an attempted solution discussed within the text is one of the BIOX bio diesel production plant in Ontario, Canada. Another one is that of the Toyota Prius; one of the world's best-selling hybrid cars. Perhaps due to the Prius being one of the first of it's kind to enter the mainstream market, it has now earned a reputation through nostalgia as being one of the most environmentally friendly cars. When advertising a car, one of the consistently promoted features is the vehicles' fuel consumption rate - if it is attractive! But actually it's one one the last factors to be considered when measuring the environmental impact of the car.

"It's actually the production of the car that matters. The raw materials' sources, the manufacturing effort, and the shipping costs all have an impact on the environment. And apparently, those of the Toyota Prius are not having a positive impact."(http://hubpages.com/hub/Prius)

Components of the Prius that are mined, refined, manufactured and transported end up swelling the overall environmental costs of the car. However, a low gas consumption per mile gives an attractive headline whilst it is something more tangible for the audience to digest. The example of the Prius sits comfortably within the description of sustainability being driven by the individual and technology. Toyota are essentially offering a solution of peace of mind to the consumer that can be bought in the form of this particular vehicle and continues to feed the capitalism cycle. This sentiment is well defined by Victor Papanek - "most things are not designed for the people, but for the needs of the manufacturers to sell to the people" (1983, pg.46)
Theoretically, almost anything could be skewed in a manner to become compatible with capitalism, as that is the way it manages to commodify things, accumulate capital and ultimately supply itself.  In truth, commodities promoted under the sustainable concept  banner are fundamentally flawed since, as soon as new technologies or different crises emerge, a new product or service will float onto the market that is designed to attract the gaze of the consumer making decisions with too little information and too much emotion.

Revised Essay

Task 4 - Communication Theory

For the purpose of this communication theory exercise I will be analysing a front cover of IdN (International Designers Network) magazine, a graphic design periodical that is designed and published in Hong Kong.

(IdN Volume 15 Number 6 2008/2009, the visual identity issue: retail desire)

The simplest way to start analysing the communication theory behind IdN magazine is probably by first looking at Laswell's maxim - "Who says what in what channel to whom with what effect?" - IdN magazine presents certain topics and areas of interest within the graphic design field through it's bi-monthly publication to it's readers, with the effect of informing them of news and trends within the industry.

IdN magazine covers traditionally vary wildly issue to issue due to the design of each one being constructed from content of that particular edition which decreases it's predictability. At the same time however, this signifies that they are in a certain way always identifiable through being packed with overflowing type and image that appears to stretch beyond the boundaries of the page with just the IdN logo being the sole element to occur in the same location every time. The edition above is no different and encapsulates what the magazine is all about.

In attempting to break down the levels of communication within this example, I feel it could be said that the IdN cover has indications of both redundancy and entropy that actually work together cohesively. It speaks in a manner perfectly suited to the intended audience, as, in amongst the abundance of visual elements, all the necessary information and semantic language is not too difficult to pick out but it is presented in a beautifully creative way. On the contrary, it's unconventional layout, organisation and production means the publication becomes more entropic. For example, information that leaks out in the form of written text printed in clear varnish or metallic ink may be lost on an eye that is unfamiliar to the magazine compared to those who know how and where to look for it. The sheer volume of predominantly visual but also written information could be defined as noise but yet at the same time they are essential components that are needed to communicate with the graphic design community it aims at. These components are in-fact redundant in the sense that they explicitly show actual content from the issue, albeit in a more abstract fashion than how it appears within a spread inside the magazine. 

Essentially, the covers of IdN are quite contradictory and unusual to analyse from a communication theory sense as they present several layers of readability depending on your knowledge and understanding of graphic design.