Transcript of "Visual Rhetoric, September 9th, 2013"
1) Icebreaker (one…more…time!)
2) A Re-C.R.A.P.
3) The Logo Re-design: some strategies you might
4) Activity Corner with Max Burnside
Tell us your name and your favorite color (and, briefly,
This doesn’t pulse like the last one, but I
wanted to give you another cool visual
design trick here today. On the next slide,
you’ll see two dots (and a weird image, and a
white space). Stare at the dot in the middle
of the image for 30 seconds, then shift your
gaze to the other dot.
Basically stated, contrast means that things that are
similar look similar but things that are different look
clearly different. This keeps your reader from
becoming confused and creating relationships that
It comes, of course, from literal contrast, the light-to-dark
or black-to-white of an image. In design it often ends
up being about color values.
Maybe the easiest of these four concepts to
define, repetition is, just as you’d guess,
repeating something– a color, a logo, a
typeface, a type style.
It unifies and organizes.
Alignment is about positioning on a page.
Nothing should be put on haphazardly. There
should be a reason and a measurement that
guides where things are placed in relation to
Proximity is very similar in theory to
alignment, but it’s more about grouping and
use of white space.
Basically: similar things are grouped together,
different things require space.
And now that logo assignment
As you know, on September 23rd
, you will be turning in your
first major assignment for class: a new mascot and logo
design for the Washington Redskins football team.
I want to give you some time today to think about that
assignment, and in a minute Max is going to show you some
basics you might use for your reworking. But first… a
reminder of what you have to do.
For the final submission, you should send me
a completed, colored logo with a written memo of
approximately 500 words explaining your choices.
You will also submit with this project a shorter, 200
word or less, cover letter to the team “selling” your
new logo and mascot.
…you really want to think about is why the current logo is
problematic. So here are a few looks at the main logo, the
logo in action, and some of the Redskins secondary logos.
I am sure some of you might not find the Redskins logo, or
the old Miami Redskins logo, all that problematic. What I
would urge you to do in this situation is to submerge yourself
in the rhetorical nature of the occasion. Some people will not
be offended, of course. This is almost universally true of
anything you might do; there will be some who don’t think
it’s a big deal. But when designing a mascot and logo, it’s
important to think about the ENTIRE audience. Why, then, is
the Redskin a problem?
A word on methods…
There are a number of ways to make your own logo.
Max is going to show you some design work here in a
moment. But another thing you might do is collect
elements from elsewhere and sort of “kitbash” them,
in the DIY sense, or “Voltron” it, so to speak.
Now Max is going to show you some less-tongue-in-cheek
I’ll yield the floor to him until the end of class, wherein I will
remind you of your homework.
In class we will work within In-Design on a flier. I will
bring you the source material to class, and we’ll have
roughly an hour to work (after some quick discussion).
It’ll be your last chance, so…..