What is ‘Design’?

. A satisfying user experience

. A respect for environment

. Aesthetic manifestation of form

. Appropriate in function

. Process of making something new

. Reframing of the existing mindset

. It’s a problem solving activity

. Finds needs and seeks opportunities
What is ‘Design’?
User and Environment
. A satisfying user experience
. A respect for environment

Form and Function

. Aesthetic manifestation of form
. Appropriate in function

Creativity and Innovation

. Process of making something new
. Reframing of the existing mindset

Method and Process

. It’s a problem solving activity
. Finds needs and seeks opportunities
1.0
Visual Identity:
Identity Circles
Self
family
Friends
Clubs
Signature School
Sur-Name Institution
Pet name Organisation
Emblem Country
Badge
Seal
Logo
Flag

- ‘Identification’ seems to be a
natural activity
Identity Symbols:

- Symbols
- Pictograms
- Icons
- Signs
- Emblem
- Logo
Symbols:

is something - such as an object, picture,

written word, a sound, a piece of music, or
particular mark - that represents (or stands
for) something else by association,
resemblance, or convention, especially a
material object used to represent something
invisible. Symbols indicate (or serve as a sign
for) and represent ideas, concepts, or other
abstractions. (wiki 10 10 2008)
‘National Flag’

 This is not piece of cloth!!!

 This is
patriotism,
Indianess,
Nationality

- Flag
--religious symbols
The five Olympic rings
represent the five
continents and were
designed in 1913, adopted
in 1914 and debuted at
the Games at Antwerp,
1920.
Row 1. Christian, Jewish, Hindu
Row 2. Islamic, Buddhist, Shinto,
Row 3. Sikh, Baha’i, Jain
Radioactive, Biohazard, toxic
Chemical weapon
Warning Sign
High Voltage
Corporate Symbols:

- symbols and signs

- Makes things visible
Ruth Kedar designer based on catull Typeface
Paradigmatic analysis
Example 3:
Apple vs IBM

IBM Apple

Structure repetition non repetition

disconnected lines joined lines

Colour monochromatic polycromatic

cold warm

Forms substance (’bold’) outline

straight curved
By Paul Rand
Also by Paul Rand
Corporate Identity:

Elements of Identity:

1.0 The Corporate Mark

2.0 The Name of the Organisation
3.0 The Corporate Typeface for the Organisation
4.0 The Corporate Colour for the Organisation
5.0 The Fifth Element – byline, etc.
Symbols for Olympics
• Tokyo Olympics 1964

• Artistic director: Masaru Katzumie

Graphic designer: Yoshiro Yamashita
• Mexico Olympics 1968

Artistic directors: Manuel Villazon, Mathias Goerlitz

Graphic designers: Lance Wyman, Eduardo Terrazas
• Moscow Olympics 1972
• Los Angeles Olympics 1984
• Bejing Olympics 2000

+
Munich Olympics 1972

Otl Aicher, Director of the Higher Institute of Graphic Arts in

Ulm.
Munich Olympics 1972
Munich Olympics 1972
Munich Olympics 1972
Munich Olympics 1972
Task:
Assume that you are starting your company
doing xxxx business.

Design an ‘Identity’ for your company

using your own Name/Surname
- Make use of the letters/words in your name
- You may add a visual
- Draw the ‘Identity’ - size 10x10 cms

Submission:
Next Class on Wednesday 23rd March