OUDG401- Book Research task 5

Calver G., 2003. Retail Graphics (Pro Graphics), Switzerland Rotovision

Page 90

Levi's

"Perhaps a good place to start when talking about levi's flagship store in San Francisco is
the brief they gave to their designers checkland Kingleysides: 'to design multi- sensory retail
environment which offer services and experiences that do not exist in any other retail outlet anywhere else in the world and to provide a new platform to showcase the best Levi's brand product.'

Occupying 24,000 square feet on four floors the store offers customers as environment where fashion, music, digital audio and visual image converge; the objective being to create a dialogue with customers in the hope that  it changes their perceptions of the whole Levi's brand."

This show how shop have grown throughout the years, it has become more than just going into a shop and buy a pear of jeans its more about the experience you have in a shop. This is trying to make Levi's standout from other company that sell jeans maybe cheaper and say look we sell the best jeans to can buy and you can create your own, this is also shown in the size of the store trying to be bigger than other shop to standout. I think the idea of having this massive shop is to stop other shop to be built next to it so there no competitions with other brands and with such a big brand like Levi's people think they have to go there and buy their jeans when they could be the same at another shop but because of this huge store and the brand you have to buy them and be apart of Levi's and the experience of wearing levi's.

Other brand like Nike and there famous Niketown in New York and London, use this same idea of an experience in the shop being able to custom your clothes to bring more money to the shop and company and bring more people to there shop than other shops they compete with.

OUDG401- Task 2 Modernism & Postmodernism

Mike Joyc combined his love of punk rock music and modernism together, mike has redesigned vintage punk, hardcore, new wave, and indie rock show flyers into international typographic style posters. Each design is set in lowercase Berthold Akzidenz-Grotesk medium (not Helvetica).

Modernism is a times piece of artwork, in modernism Form follows function, the principle is that the shape of a building or object should be primarily based upon its intended function or purpose. Like this poster is for a gig it has the name of the bands the data and place. This poster its doing what it should be doing informing people about the event, where and when it is. 

Ed Fella is an artist, educator, and graphic designer whose groundbreaking works in typography ushered a new era in graphic design. 

postmodernism started after modernism in 1960s its unorganised hard to read, not clear, very busy and hard to see the purpose of the artwork form does not follow function. postmodernism is used in architecture, magazines, sculptures and other artworks. Looking at this image it had to see what it trying tell us, unlike the modernism poster which is very simple and clear to see what it is. 

OUDG401- Task 1 image analysis exercise

The ‘Uncle Sam Range’ poster published in 1879, uses a Wild Weston style font in gold, which goes with the theme throughout the poster. Red, white and blue with stars and stripes dominate the room, showing their pride for their 100 years of American independence and also their greatness.

The poster is an advert for The Uncle Sam Range the cookers. The cooker which is placed on the left hand side of the room, the reason for this is because it’s not a man’s job to cook. However, at the time when this poster was made it is the man’s job as the main breadwinner to make all the decisions.

The poster is aimed at men in middle and lower classes looking to have the American dream and live the high life in the upper class. If the cooker were placed in the middle of the poster it would be more aimed at women. At the table we have Uncle Sam with an American eagle perched on his shoulder dressed in a red, white and blue suit proud to be American representing the upper classes. In the background his wife placing the food on the table, then we have the three children Dixie, West, New England representing all corners of America looking on.

The World paying the food bill for all the countries, each country has a food on the bill that America would think represented them best, it shows Ireland potatoes, fried and boiled and China Birds nests and grasshoppers Americans almost making fun out of the other centuries showing their power they have over them. 

The Uncle Sam Range (1879) by Schumacher & Ettlinger, New York

The second image is a British poster made during the First World War. An image of a father with his two children, the girl sitting on his lap asking him “Daddy, what did YOU do in the Great war?   And the father looking into the viewer’s eyes.

The font of the question is a script font a very feminine font, which is representing the girl asking the question the script writing looking like the girls own handwriting.

The aim of the poster is to persuade men in middle and upper class with money and property to lose to join the armed forces. The lower classes would have already signed up for the forces to get a salary and food. Many sacrificed their lives so to get more soldiers they aimed the poster at the higher classes.

To persuade them they used an image of a man wearing a suit in a nice chair and children most people at that time people would look at the man and I think he was quite wealthy so he would be middle or upper class man.

  

Poster by Savile Lumley (1915)

Both posters are aim at men and their masculine pride trying to persuade men to buy or do something. However they are aimed at different classes the Uncle Sam poster is aimed at lower and middle classes, people who are look for the upper class life style. The Lumley poster is encouraging man in middle and upper class to do there part in the Great War.