File

Camilla Prangnell
Dreamtime
1
HELVETICA
2
HOWL’S MOVING CASTLE
3
PUNK
4
THE GOLDEN MEAN
CLAAS Volto Tedder
Ultimate forage technology.
Climb aboard for a
test drive
today!
exhibition
26•27•28 Nov 2010
HELVETICA
Helvetica was designed
in 1957 by Max Miedinger
and Eduard Hoffmann. It
was named after Switzerland its country of origin.
The typeface revolutionized
the way graphic design
was used to communicate.
Before Helvetica, Graphic
Design seemed very cluttered. Along with stylized
text graphic design used
many images. This created
a very overwhelming graphic image. Which created
a need to explain the content (as seen in image 1).
1
2
After the emergence of Helvetica, Graphic Design became very clean, clear and
concise. It gave graphic
designers the ability to portray a lot more meaning
with the images used, rather than explaining why they
were used. This was due to
the neutrality, clarity, and
readability of the text (seen
in image 2). It allowed the
audience to take away their
own personal interpretation
of the graphic image, rather
than the stylized one developed by the graphic artist.
CLAAS Volto Tedder
Ultimate forage technology.
Climb aboard for a
test drive
today!
3
For example, for Erik Spiekermann, an advertisement using Helvetica is bland, and ubiquitous. While Massimo Vignelli Would argue that Helvetica allows a graphic image to
take on any character based on the image used. He states
American Apparel creates a ‘cheeky’ Helvetica. This is by
using images of models that convey innocence but also a
latent sexuality. While a Coca Cola advertisement utilizes
Helvetica to convey that people from every class, race and
age enjoy the drink. Also, as seen in image 3, Helvetica
is used to convey a similar image, but of professionalism as well. It tells of modern technology, and a company that provides for farmers whether they are big or small.
Helvetica is a neutral font that can be interpreted differently
based on wording and images that accompany it. Overall it
expresses professionalism, and clarity. And so is often the
choice of font for large corporations, or popular products. A
font that is accessible to people of all ages, sex, race and
culture.
HOWL’S MOVING CASTLE
The Animated film ‘Howls Moving Castle’ utilizes concepts of immediacy,
hypermediacy, hyperrealsism, and metamorphosis. These concepts
utilize sound and music, shot framing and environment design to portray
emotion, characterization and allow the audience to develop an active
relationship with the film.
4
One of the opening scenes (image 4) of the film the audience encounters a
young woman sitting in a room, modestly furnished. In this scene the depth of
field is emphasized, and the shot frame is placed using the concept of immediacy. The audience views this scene as though they we looking at the character
from the far end of the room. The objects close are blurry, and the character is
clearly defined. This is immediacy as it portrays this current scene is the present,
the beginning of the story and the framing of a protagonist in the story. The shot
utilizes realistic colour, tone and sounds of the street that would be outside the
windows in the scene.
A scene that occurs in Sophie’s hat shop, at night, when the witch of the
waste visits utilizes hyperrealism, metamorphosis and hypermediacy. Metamorphosis is seen as the witch of the waste changes shape, opacity and
size and appears to fly toward the viewer, placed in Sophie’s shoes. Hyperrealism and hypermediacy are demonstrated in the witch flying toward the
viewer. The close-framed shot takes the viewer into the film, making it seem
as though the witch is coming toward them, and not just a flat image on a
screen. There is a swift build up of ominous sound which emphasizes the
reality of this scene. It is not quiet discernible as it raises with the sounds
the witch herself makes, but adds to the layers in the scene making it more
immediate. This also gives a sense of hypermediacy, because it is over
before the viewer realizes what has happened. It provokes a sense of uncertainty, and so winding the audience up within the film itself, rather than
keeping them as observers.
Hyperrealism and metamorphosis are also used in the scene at the King’s Palace, where Sophie and the Witch of the Waste are climbing the stairs. It is shown
in close framed shots, and loud sound effects of the Witch. She slowly degrades
in beauty and demeanor whilst climbing the stairs. She sweats overtly and seems
to melt, as well as a growth in a lack of confidence and air in comparison to the
previous scene. The witch morphs from a confident but mean beautiful woman,
to an uncertain, vain and unattractive older lady.
PUNK
Punk as a sub-culture began as a rebellion against conventions. It grew as
a politically fueled group that allied themselves with the misinterpreted or
disadvantaged. These included issues such as homosexuality, race, gender, income and culture. When Punk music emerged, it was comprised of
young people that revolted against ‘popularity’ and ‘idols’, as record companies and the media had developed them. It was a revolt against creating
music for the masses, to earn money and have a civilized life. (CHoP) And
so when the Punk fashion scene began in a big way during the 1970’s, the
trends were very similar to the groups political beliefs and ideals.
The fashion culture really took off when the Sex Pistols emerged, with their
stylist Vivienne Westwood in tow. They featured deconstructed fashion.
From their hair to their toes, Punk’s represented rebellion, hate and anarchy.
A perceived lack of care for clothing, which was highly stylized. Ripped and
damaged denim, leather, and metal studs were very popular. The fashion
was very invested in the ‘shock effect’ and dressing down, to dress up. It
was very much about attention seeking, as they felt their political beliefs
would not be heard any other way.
CUE Winter 2010
Collection
G-Star Raw Utility
Denim
The Punk image created by Westwood and the Sex Pistols is still evident in
mainstream fashion today. Heavy jewellery, piercings, ripped and grunge
style denim jeans, military style utility jackets and platform shoes. Bright
colours on black, bleached furs, fishnet tights and leather are still considered at the height of fashion. Most recently seen in Australian designer
label CUE’s Winter 2010 and Winter 2011 collections. CUE takes the Punk
ideal and transforms it to create couture fashion, accessible to women with
a more demure style or dress requirement for work. The punk style is also
evident in denim by G-STAR Raw. The label creates signature utility style
denim pants and jeans, aged and with a grunge effect.
The original political
opinions and beliefs may
have not lasted through
to the modern translations of the Punk style.
However the original rebellion against popular
fashion of the time has
definitely lasted to define an age of dressing
down, to dress up, grunge and unique style.
The golen ratio is a proportioning system found in nature. The golden mean had
been used throughout history in architectural masterpieces, such as the Pantheon and Parthenon built during the time of ancient greece. Following this ut
was first expressed as the fibonacci numbers. And later through art by Leonardo
Da’Vinci.
THE GOLDEN MEAN
The Golden Mean is evident in the Dymocks building, located on George Street in
Sydney. The Front face of the building above the street front entry is divided into
a square and rectangle of proportions pertaining to those of the Golden Mean.
The divide is between the larger and smaller office spaces. The newer street, or
shop front has the same rectangular proportions to that of the lower office spaces.
Walking into the foyer of the building, it has similar rectangular proportions to the
size of the larger office spaces evident from the exterior of the building. This exterior and immediate interior use of the Golden Mean is very effective.
5
The building is of a very attractive traditional style which has been remodeled
to suit the modern environment, but has
kept the original proportions that utilize
the Golden Ratio. This creates a building
that is harmonious, rather than disjointed.
The old and the new mesh together very
well. The appropriateness of this use of
the Golden Mean is translated across to
Dymocks retailing, as mainly a retailer of
books and other entertainment and educational devices, which utilize the Golden
Ratio.
6
In many ways use of the Golden Mean is both appropriate and not in postmodern environmental design. Use of the Golden Mean creates an environment that is harmonious to those who use it. Creating the impression
that a space is of comfortable proportions in relation to the spaces built and
used around it. While also creating solid structures, as the Golden Ratio
ensures the space is in proportion with all parts. However, due to technological advances, and a change in popular opinion of spatial design, it is
no longer necessary to utilize the Golden Mean in design. It is possible to
create buildings that are strong and structured, without using the Golden
Ratio rules. And these buildings, especially in a cityscape are a lot more attractive, and interesting, in comparison to the traditional square, rectangular form of an office or apartment building. This is seen in the comparison
of the Dymocks building in Sydney (image 5), and the Sail Hotel in Dubai
(image 6).
Bibliography
Cover Art: by Camilla Prangnell
Helvetica:
Helvetica (film), 2007, G. Huswit, Swiss Dots, Veer, United States.
Images Sally Howe Graphic Design
Allesandro Canepa & Andrea Paulicelli, Outdoorz Gallery
[http://www.outdoorzgallery.com/aa_font](accessed 8/5/2011)
Animation:
Howl’s Moving Castle (film), 2004, Hayao Miyazaki, Studio Ghibli, Japan.
Oxford American Writers Dictionary.
Images Screenshots taken from DVD
Punk:
J. Mulvagh, Vivienne Westwood: An Unfashionable Life. HarperCollins, 1998, London,
England.
W. Hunter, England and Punk, Cambridge University Press, 2002, United Kingdom.
T. Chronopoulos, A cultural history of punk, San Jose State University, 1997, United
States.
Images Title Page: http://ny-image3.etsy.com/il_fullxfull.97019851.jpg (accessed 20/5/2011)
G-Star Raw Store, Jeans Sore. [http://www.gstarjeansstore.com/images/gstarjeans1.jpg]
(accessed 20/5/2011)
Grain de musc : Sex Pistols [ http://graindemusc.blogspot.com/2010/07/sex-pistols-de
tat-libre-dorange-jus-de.html] (accessed 20/5/2011)
The Golden Mean:
F. Baumgart, A History of Architectural Styles, Pall Mall Press, 1970, Germany.
The Golden Ratio In Art and Architecture, Samuel Obara, University of Georgia. [http:/
jwilson.coe.uga.edu/EMT668/EMAT6680.2000/Obara/Emat6690/Golden%20Ratio/gold
en.html] (accessed 2/5/2011)
Images Burj Al Arab, Luxury Hotels in Dubai [http://www.jumeirah.com/en/Hotels-and-
Resorts/Destinations/Dubai/Burj-Al-Arab/] (accessed2/5/2011)
The Dymocks Building [http://www.thedymocksbuilding.com.au/default.asp] (accessed 4/5/2011)