Download - Brief 06 - DC Signature 1

16|

HIG

H E

ND

DE

SIG

NKirsty Hair | Design Context

Ale

xey

Bro

dovi

tch

was

an

infl u

enti

al

edit

oria

l des

igne

r in

the

1950

s. H

e w

as a

n ar

tist

, gra

phic

des

igne

r and

pho

togr

aphe

r.

How

ever

, he

was

mos

t fam

ous

for

his

art

dire

ctio

n,

prim

arily

fo

r th

e m

agaz

ine

Har

pers

B

azaa

r.

He

was

an

ae

sthe

tic

enti

ty w

hose

per

man

ent

infl u

ence

was

pe

rcei

ved

alon

g th

e en

tire

vis

ual

arts

. H

is

styl

e of

co

mbi

ning

el

egan

tly

set

typo

grap

hy w

ith

new

and

exp

erim

enta

l tr

ends

in

ph

otog

raph

y be

cam

e w

idel

y po

pula

r in

the

194

0s a

nd 1

950s

, hel

ping

to

kee

p th

e m

agaz

ine

at t

he f

oref

ront

of

its fi e

ld in

a s

wift

ly c

hang

ing

wor

ld.

B

rodo

vitc

h w

as

the fi r

st

art

dire

ctor

to in

tegr

ate

imag

e an

d te

xt. M

ost

Am

eric

an m

agaz

ines

at t

hat t

ime u

sed

text

an

d ill

ustr

atio

n se

para

tely

, di

vidi

ng

them

by

wid

e w

hite

mar

gins

. Bro

dovi

tch

AL

EX

EY

BR

OD

OV

ITC

H

crop

ped

his

phot

ogra

phs,

of

ten

off-

cent

er,

brou

ght

them

to

the

edge

of

the

page

, and

int

egra

ted

them

in

the

who

le.

He

used

his

im

ages

as

a fr

ozen

mom

ent

in ti

me

and

ofte

n w

orke

d w

ith

succ

eedi

ng

page

s to

cre

ate

a ni

ce fl

ow

thr

ough

the

en

tire

m

agaz

ine.

Th

is

brou

ght

a ne

w

dyna

mis

m in

fash

ion

layo

uts.

Th

e ty

pefa

ce h

e pr

efer

red

was

B

odon

i, bu

t w

hen

need

ed h

e sw

itch

ed

to S

tenc

il, T

ypew

rite

r or

a s

crip

t. H

e m

atch

ed t

he t

ypef

ace

wit

h th

e fe

elin

g or

w

ith

the

need

for

an

appr

opri

ate

effe

ct.

Legi

bilit

y w

as n

ot h

is p

rim

ary

conc

ern

and

his

layo

uts

are

easi

ly

reco

gniz

ed

by

his

gene

rous

us

e of

w

hite

sp

ace.

C

olle

ague

s at

oth

er m

agaz

ines

saw

his

sp

arse

des

igns

as

trul

y el

egan

t, bu

t a

was

te o

f val

uabl

e sp

ace.

HIG

H

EN

DD

ESI

GN

by K

irst

y H

air

15H

IGH

EN

D D

ESI

GN

|

Like

m

ost

grap

hic

desi

gn,

new

spap

er

and

mag

azin

e de

sign

is

an e

xerc

ise

in c

ombi

ning

tec

hnic

al d

etai

l w

ith

arti

stic

fl ai

r. T

he c

ore

com

pone

nts

of e

dito

rial

des

ign

are

text

and

pic

ture

s, s

o a

keen

und

erst

andi

ng o

f typ

ogra

phy,

la

yout

s,

grid

s an

d co

mpo

siti

on

is

esse

ntia

l. In

fa

ct,

mag

azin

es p

erha

ps m

ore

than

any

oth

er fo

rmat

show

how

th

e m

any

elem

ents

of

grap

hic

desi

gn c

an c

ome

toge

ther

in

one

pla

ce: i

mag

es, i

llust

rati

on, p

hoto

grap

hy, l

ogos

and

m

asth

eads

, inf

orm

atio

n de

sign

, pap

er s

tock

and

so

on.

W

hat

is p

erha

ps a

lit

tle

diff

eren

t fr

om o

ther

are

as

of

grap

hic

desi

gn

is

that

ed

itor

ial

desi

gn

dem

ands

co

nsta

nt r

einv

enti

on,

as J

erem

y Le

slie

of

mag

cult

ure.

com

exp

lain

s: ‘E

dito

rial

des

ign

uses

and

fus

es t

wo

key

elem

ents

of

grap

hic

desi

gn.

It u

ses

tem

plat

es a

nd s

ets

up r

ules

to

follo

w, w

hich

is

the

tech

nica

l si

de, i

n te

rms

of u

nder

stan

ding

str

uctu

re a

nd li

mit

ing

your

cho

ices

to

mak

e ce

rtai

n st

atem

ents

. B

ut i

t’s a

lso

abou

t ta

king

the

ru

les

that

you

hav

e se

t up

and

mak

ing

som

ethi

ng c

reat

ive

from

them

. Unl

ike

mos

t are

as o

f gra

phic

des

ign,

edi

tori

al

desi

gn is

an

ongo

ing

proj

ect.

It’s

not

a o

ne-o

ff, l

ike

a pi

ece

of p

acka

ging

or

a po

ster

, whe

re y

ou g

et it

all

set

up a

nd

then

hit

the

pri

nt b

utto

n; it

nee

ds t

o de

velo

p. S

o yo

u’re

lo

okin

g fo

r gr

aphi

c de

sign

ers

to c

ome

up w

ith

a st

rong

fu

ncti

onal

bas

is a

nd ru

les,

but

you

’re

also

look

ing

to b

end

thos

e ru

les

on a

dai

ly, w

eekl

y or

mon

thly

bas

is. T

here

has

to

be

a ba

lanc

e be

twee

n th

e fa

mili

ar, s

o pe

ople

rec

ogni

se

the

mag

azin

e th

ey b

ough

t la

st t

ime,

and

sur

pris

e, t

o le

t th

em k

now

it’s

a n

ew is

sue.

ED

ITO

RIA

LD

ES

IGN

Words taken from: www.designcouncil.org.uk/about-design

14|

HIG

H E

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DE

SIG


CO

NT

EN

TS

For

ewor

d

5

Ack

now

led

gem

ents

7

Ch

apte

r 1:

Hig

h E

nd

Des

ign

9

Dev

elop

ing

a br

and

conc

ept l

ogo

11

Gra

phic

Des

ign

for

Fash

ion

12

E

dito

rial

Des

ign

14

Ale

xey

Bro

dovi

tch

16 C

hap

ter

2: D

esig

ner

s &

Stu

dio

s

19

And

rew

Woo

dhea

d

20

In

terv

iew

: Bre

tt P

hilli

ps -

3 D

eep

22

Siln

t

26

In

terv

iew

: Cra

ig W

ard

- Wor

ds a

re P

ictu

res

28

Why

Not

Ass

ocia

tes

32

In

terv

iew

: And

y B

one

- Fou

r IV

34

G

BH

Des

ign

- SLS

Lux

ury

Hot

els

38

Ch

apte

r 3:

Des

ign

Ess

enti

als

41

12

In12

43

Gen

erat

ion

Pres

s

44

An&

Tip

s

48

Con

tact

Det

ails

50

4|

HIG

H E

ND

DE

SIG


13H

IGH

EN

D D

ESI

GN

|

Whe

ther

a

pure

ly

func

tion

al

vehi

cle

of c

atw

alk

imag

es e

nclo

sed

by a

log

o-em

blaz

oned

co

ver

or

a co

ncep

tual

ex

tens

ion

of

the

colle

ctio

n,

the

look

bo

ok i

s fi r

st a

nd f

orem

ost

a pr

acti

cal

tool

. H

ighl

y co

veta

ble

and

wit

h lim

ited

di

stri

buti

on,

the

seas

onal

boo

klet

s ar

e fr

ee a

nd f

eel

mor

e lik

e a

pers

onal

gift

. N

ot a

vaila

ble

to t

he g

ener

al p

ublic

, th

e lo

ok b

ook

spea

ks t

o a

sele

ct g

roup

of

pres

s, s

tylis

ts, b

uyer

s an

d ph

otog

raph

ers

insi

de th

e fa

shio

n in

dust

ry. W

ith

a ta

rget

au

dien

ce

of

such

co

llect

ive

crea

tive

awar

enes

s,

the

expe

ctat

ions

fo

r th

e gr

aphi

c de

sign

er a

re h

igh.

R

ecen

t te

chno

logy

no

w

faci

litat

es

alm

ost

imm

edia

te

tran

sfer

of

im

ages

di

rect

ly fr

om t

he c

atw

alk

to t

he in

tern

et.

Wit

h th

is

inst

ant

dist

ribu

tion

in

co

njun

ctio

n w

ith

digi

tal

arch

ivin

g, t

he

basi

c fu

ncti

on o

f lo

ok b

ooks

has

bee

n ch

alle

nged

. R

athe

r th

an

mar

gina

lize

the

prac

tice

it h

as g

ener

ated

eve

ry m

ore

inno

vati

ve c

reat

ive

resp

onse

s th

at e

xten

d th

e ca

twal

k ex

peri

ence

.

Words and images taken from: Hess, J. (2010) Graphic Design for Fashion. London: Laurence King.

12|

HIG

H E

ND

DE

SIG


GR

AP

HIC

DE

SIG

NF

OR

FA

SH

ION

Ent

ry to

the

catw

alk

show

is o

nly

gran

ted

for

a se

lect

few

and

, as

such

, inv

itat

ions

to

the

se e

vent

s ar

e re

stri

cted

and

sig

nify

th

e ex

clus

ivit

y of

the

fas

hion

ind

ustr

y.

Bey

ond

the

prac

tica

l det

ails

of t

he e

vent

, th

is i

s an

opp

ortu

nity

to

stim

ulat

e th

e in

tere

st

in

the

pres

enta

tion

-

for

the

audi

ence

, th

e ex

peri

ence

be

gins

w

ith

the

invi

tati

on.

The

invi

tati

on m

ust

be

rele

vant

to

the

colle

ctio

n bu

t it

mus

t be

ab

stra

ct

to

avoi

d re

veal

ing

too

man

y de

tails

. U

sual

ly v

ery

few

inv

itat

ions

are

pr

oduc

ed, p

rovi

ding

the

grap

hic

desi

gner

w

ith

the

chan

ce

to

expl

ore

spec

ialis

t pr

oduc

tion

te

chni

ques

. A

mbi

tiou

s,

crea

tive

sol

utio

ns i

nevi

tabl

y ha

ng u

pon

last

-min

ute

date

and

tim

e co

nfi r

mat

ion.

E

very

thin

g m

ust

com

e to

geth

er i

n th

e ti

ghte

st o

f all

fash

ion

dead

lines

. The

mos

t su

cces

sful

invi

tatio

n tr

ansc

end

thei

r br

ief

purp

ose

and

beco

me

cher

ishe

d m

emen

tos

of th

e ev

ent.

Ther

e is

a s

impl

icit

y to

the

mos

t ef

fect

ive

bran

ding

tha

t be

lies i

ts u

nder

lyin

g co

mpl

exit

y. M

ore

than

an

iden

tifi a

ble

logo

, br

andi

ng i

s co

nsid

ered

a p

rom

ise,

an

expe

rien

ce

and

a m

emor

y. T

he m

essa

ge m

ust

com

mun

icat

e th

e am

biti

on o

f the

labe

l and

the

pers

onal

and

soc

ial b

enefi

ts

of a

ssoc

iati

on. T

he n

atur

e of

fas

hion

ele

vate

s as

pira

tion

ab

ove

auth

enti

city

. C

ompe

titi

on i

s fi e

rce

and

grow

ing:

th

e co

nsum

er i

s bo

mba

rded

wit

h hu

ndre

ds o

f br

ande

d m

essa

ges

ever

y da

y. T

he c

halle

nge

lies

in c

ontr

ollin

g th

ese

very

inta

ngib

le e

lem

ents

wit

h ve

ry ta

ngib

le m

eans

.

5FO

RE

WO

RD

|

This

aim

of t

his

book

was

to c

olla

te a

ran

ge o

f opi

nion

s, th

ough

ts

and

case

stu

dies

from

des

ign

stud

ios

that

cre

ate

wor

k fo

r the

hig

h en

d, to

act

as

a so

urce

of i

nspi

rati

on fo

r fut

ure

refe

renc

e, a

nd a

lso

to m

ark

whe

re m

y pr

acti

ce li

es a

t thi

s m

omen

t in

tim

e.

Look

ing

at h

igh

end

desi

gn fo

r br

andi

ng a

nd p

ublic

atio

n, fo

r th

e fa

shio

n, l

uxur

y an

d lif

esty

le s

ecto

rs,

I ai

med

to fi n

d ou

t m

ore

abou

t thi

s sw

iftly

cha

ngin

g su

bjec

t, fr

om s

ome

of th

e be

st d

esig

n st

udio

s in

the

fi el

d. T

he s

tudi

os I

hav

e ch

osen

to

inve

stig

ate

are

sim

ply

the

ones

that

insp

ire

me

pers

onal

ly, a

nd h

ave

done

sin

ce I

bega

n m

y st

udio

s, th

eref

ore

does

not

take

in a

full

and

fair

ran

ge

need

ed to

dra

w c

oncl

usio

ns o

n th

is la

rge

topi

c, o

nly

obse

rvat

ions

.

Thes

e in

spir

atio

nal p

eopl

e ar

e w

ho I

hav

e lo

oked

at f

or g

uida

nce

on a

dai

ly b

asis

, and

so

it h

as b

een

a pl

easu

re t

o br

ing

them

all

toge

ther

in

this

boo

k as

a c

eleb

rati

on o

f th

e w

ork

that

, in

my

opin

ion,

has

bee

n th

e le

adin

g lig

hts.

It i

s th

e cl

ose

atte

ntio

n to

det

ail,

aest

heti

c qu

alit

y an

d th

e ca

re

and

effo

rt t

hat

is p

ut i

nto

desi

gn f

or t

he h

igh

end,

tha

t m

akes

it

som

ethi

ng I

am

dra

wn

to. I

t is

not

onl

y th

e fi n

ishe

d pr

oduc

t th

at in

tere

sts

me,

but

als

o th

e cr

eati

ve d

esig

n pr

oces

s as

a w

hole

, w

hen

desi

gnin

g fo

r the

fash

ion,

luxu

ry a

nd li

fest

yle

sect

ors m

eans

co

mpl

etel

y im

mer

sing

you

rsel

f in

the

cult

ure.

FO

RE

WO

RD

6|

HIG

H E

ND

DE

SIG


11H

IGH

EN

D D

ESI

GN

|

Wha

t is

the

mos

t im

port

ant t

hing

you

w

ant t

o sa

y ab

out w

hat

you’

re g

oing

to p

rese

nt?

Who

are

you

co

mm

unic

atin

g w

ith?

St

uden

ts, t

each

ers,

pe

ople

wit

h lo

ts o

f tim

e,

som

eone

pas

sing

by?

Onc

e yo

u ha

ve w

hat t

he

mos

t im

port

ant t

hing

is,

how

are

you

tryi

ng to

say

th

is?

Are

peo

ple

fam

iliar

wit

h w

hat y

ou a

re p

rese

ntin

g?

Wha

t is

the

hist

ory

of

the

peop

le/t

hing

bei

ng

pres

ente

d?

DE

VE

LO

PIN

G A

BR

AN

DC

ON

CE

PT

LO

GO

Ther

e ar

e a

few

thi

ngs

that

sho

uld

be c

onsi

dere

d w

hen

deve

lopi

ng a

bra

nd c

once

pt l

ogo,

and

a f

ew q

uest

ions

th

at s

houl

d be

add

ress

ed,

to e

nsur

e th

e re

solu

tion

will

re

ach

its

full

pote

ntia

l and

req

uire

men

ts.

Wha

t ton

e or

att

itud

e do

yo

u w

ant t

o co

nvey

?

Wha

t is

the

emot

iona

l co

nnec

tion

and

how

do

you

mak

e it

res

onat

e w

ith

them

?

Wha

t do

you

wan

t pe

ople

to th

ink

of th

e ti

ng b

eing

pre

sent

ed?

Whe

re w

ill th

is b

e re

pres

ente

d an

d ho

w

can

you

mak

e it

sta

nd

out f

orm

oth

er th

ings

pr

esen

ted

in th

e sa

me

way

?

Wha

t is

in it

for

the

dem

ogra

phic

?

Words taken from: www.conceptgenius.com/brand-logo-concept-development

10|

HIG

H E

ND

DE

SIG


“Pro

du

cts

are

crea

ted

in t

he

fact

ory.

Bra

nd

s ar

e cr

eate

d in

th

e m

ind

.”

- Wa

lter

La

nd

or

7A

CK

NO

WLE

DG

EM

EN

TS |

AC

KN

OW

LE

DG

EM

EN

TS

I w

ould

lik

e to

giv

e a

spec

ial

than

k yo

u to

the

des

ign

stud

ios

and

desi

gner

s w

ho g

ot i

n to

uch

and

took

the

tim

e to

ans

wer

m

y qu

esti

ons.

You

hav

e of

fere

d m

e a

real

and

fi rs

t ha

nd in

sigh

t in

to t

he w

orki

ngs

of y

our

stud

ios

and

to w

hat

desi

gnin

g fo

r th

e hi

gh e

nd e

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