Dr. Moreall- Analytical Experiments in Human Factors


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Dr. Moreall- Analytical Experiments in Human Factors is a project exploring typography and human-nature related issues produced during Miami University's MFA in Graphic Design Graduate Program.

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Dr. Moreall- Analytical Experiments in Human Factors

  1. 2. <ul><li>This project is dedicated to the memory of P. Scott Makela (1960-1999), former Chair at Cranbrook Academy of Art & Design. Without a doubt one of the most inventive designers of our era, that I had the privilege to meet seven years ago </li></ul><TRIBUTE>
  2. 3. <ul><li>This dissertation started as a typographic assignment for my MFA in Graphic Design. By accident (mea culpa), it suddenly got out of control and turned into a thesis addressing life and human-nature related issues </li></ul><ul><li>G.M. </li></ul><PROLOGUE>
  3. 4. <ul><li>Typography does not simply convey meaning and personality, but also reflects the status quo of our society </li></ul><A WORD ABOUT TYPOGRAPHY>
  4. 5. <ul><li>Before proceeding, we should ask ourselves: 1. Do we really need more energy, more speed, more power, more weapons of mass destruction, more silicone, more hair transplants, more performance, and finally, more products in our lives? 2. Is consumerism the ultimate cure to all disease? 3. Is human nature threatening the balance of Mother Nature, and as a result, putting at risk our own existence? </li></ul><IDENTIFYING ROOT PROBLEMS>
  5. 6. <ul><li>Introduction </li></ul><ul><li>Symbology </li></ul><ul><li>Game (Viral MKT Experiment) </li></ul><ul><li>Type Specimens </li></ul><ul><li>Book Cover </li></ul><ul><li>Part 2.0 -The beginning of the end </li></ul><ul><li>Supplementary Material for Analysis </li></ul><ul><li>Credits </li></ul><PRODUCT LIFE CYCLE>
  6. 7. <ul><li>Dr. Moreall is a scientific research project based on the classic science-fiction novel “The Island of Dr. Moreau”, written by H.G. Wells in 1896 </li></ul><INTRODUCTION>
  7. 8. <ul><li>The narrative is centered on Dr. Moreau, a visionary scientist who conducts genetic experiments by combining human and animal DNA in order to create a race without malice </li></ul><INTRODUCTION>
  8. 9. <ul><li>In fact, Dr. Moreau is trying to synthesize the following formula: animal=man=God </li></ul><INTRODUCTION>
  9. 10. <ul><li>In addition to so many significant issues being covered including human nature, eugenics, society, religion, Darwinism, ethics and genetic engineering, the book’s focal point is the identity crisis experienced by Dr. Moreau’s beasts </li></ul><INTRODUCTION>
  10. 11. <ul><li>Those poor creatures feel completely lost regarding their own nature: man or animal? Accordingly, they don’t know how to behave: follow their visceral, animal instincts or act like well-educated human beings </li></ul><INTRODUCTION>
  11. 12. <ul><li>Not to go on All-Fours; that is the Law. Are we not men? </li></ul><ul><li>Not to suck up Drink; that is the Law. Are we not men? </li></ul><ul><li>Not to eat Fish or Flesh; that is the Law. Are we not men? </li></ul><ul><li>Not to claw the Bark of Trees; that is the Law. Are we not men? </li></ul><ul><li>Not to chase other Men; that is the Law. Are we not men? </li></ul><DR. MOREAU COMMANDMENTS>
  12. 13. <ul><li>Based on th e se daunting facts, a 27 th character (symbol) was developed including : - The letter “O” represents the mother, a snake (symbol of the medicine) - The ampersand represents the foetus as a result of Dr. Moreau’s bizarre experiments </li></ul><ul><li>*MOAB- privately known in military circles as &quot;the mother of all bombs,“ has been under development since 2002 </li></ul><MOAB>*//The Mother of All Beasts
  13. 15. <GAME>//A-B-Z-DNA Test A-DNA B-DNA Z-DNA
  14. 16. <ul><li>Procedures </li></ul><ul><li>1. Calibrate your monitor (6,500K) </li></ul><ul><li>2. Analyze type specimen </li></ul><ul><li>3. Identify letterform </li></ul><ul><li>4. Proceed to the next slide </li></ul><ul><li>5. Validate your findings </li></ul><GAME>//A-B-Z-DNA Test
  15. 27. <ul><li>Ingredients - Classic Pangram - Dr. Moreau’s Commandments </li></ul><TYPE SAMPLES> Pangram (remixed) 2.0
  16. 31. <ul><li>Dr. Moreall’s human parts were based on Dead History, a font designed by P. Scott Makela in 1990. In fact, Dead History is a hybrid font based on two classic typefaces: a serif type, Linotype Centennial and a sans-serif face, Linotype VAG Rounded </li></ul><LETTERFORMS ANATOMY>//Dissected
  17. 32. <ul><li>Dr. Moreall’s animal parts are based on Fella parts, a dingbats family designed by Ed Fella in 1993. Both families (Dead History and Fella Parts) are being currently distributed by Emigre fonts </li></ul><LETTERFORMS ANATOMY>//Dissected
  18. 33. <ul><li>The old book cover presents a forest under moonlight, a pheasant and one of Dr. Moreau’s beasts hidden in the shadows </li></ul><OLD BOOK>//Cover Design
  19. 35. <ul><li>The redesigned book cover includes a human egg (which symbolizes life) representing the Island of Dr. Moreau. The black background conveys the island’s dark side. The symbol over it represents the offspring. “The island” is immersed in solution. “a” and “f” characters together form the female symbol (motherhood) </li></ul><NEW BOOK>//Cover Design Decoded
  20. 40. <ul><li>Show your genius to all your friends by using and wearing Dr. Moreall collectible specimens* *Available online at Morerabilia.com </li></ul><MERCHANDISE>//Dr. More iQ150+
  21. 41. <ul><li>Laboratory Mouse Pad </li></ul><MERCHANDISE>//Dr. More iQ150+
  22. 43. <ul><li>Mother & Child T-shirt (Rosemary’s baby version) Ingredients - Mother & Child (Herb Lubalin) - Dr. Moreall - Creatures </li></ul><MERCHANDISE>//Dr. More iQ150+
  23. 45. <ul><li>Philosophy of Life T-shirt (Rationalism version) Ingredients - I think, therefore I am (Rene Descartes) - Dr. Moreau’s commandments - Gestalt principles </li></ul><MERCHANDISE>//Dr. More iQ150+
  24. 47. <ul><li>Are we not men? T-shirt (humanitarian version) </li></ul><MERCHANDISE>//Dr. More iQ150+
  25. 49. <ul><li>What a Wonderful World T-shirt* (oxymoron version) * Available on all types, except AB- Ingredients - World War II - W3 (World Wide Web)** - “What a Wonderful World”, Louis Armstrong ** After World War II, the United States and the Soviet Union started an arms race, also known as the Cold War. One of the outcomes of this conflict was the Internet, created by the United States in 1969 in order to regain the technological / military lead, after USSR launched Sputnik </li></ul><MERCHANDISE>//Dr. More iQ150+
  26. 51. <ul><li>I Love NY T-shirt (remixed version) Ingredients - I Love NY (Milton Glaser) - XY sex determination system - Metrosexual </li></ul><MERCHANDISE>//Dr. More iQ150+
  27. 53. <ul><li>DSL2+ = LSD-25* T-shirt (anagram version) </li></ul><ul><li>*DSL (Digital Subscriber Line), or xDSL, is a family of technologies that provide digital data transmission over </li></ul><ul><li>the wires of a local telephone network. The latest standard, DSL2+, can deliver up to 24 Mbit/s, depending </li></ul><ul><li>on the distance from the DSLAM </li></ul><ul><li>Lysergic acid diethylamide, commonly called LSD, or LSD-25, is a semi synthetic psychotropic drug </li></ul><ul><li>According to a research conducted by Yahoo and Carat Media in 2003, North American teens spend more time </li></ul><ul><li>Online (16.7 hours) than watching TV (13.6 hours) </li></ul><MERCHANDISE>//Dr. More iQ150+
  28. 55. <ul><li>More merchandise specimens are currently under development: - Virus Free - Persona Non Grata - I Love Transgenics - Gestalt - Millennium Bugs - Eco-friendly - Better life through Type - Adopt a Pet </li></ul><MERCHANDISE>//Dr. More iQ150+
  29. 56. <ul><li>Genus: Homo Sapiens Habitat: iceberg (Canada), Second Life Age: 1+1x8+30-10=__ ;-) Online activities: Real activities: design, education Influences: Dada, Antirom, doppelganger Food: organic Beverage: carbonated H 2 O, Dr. Pepper Light Software: FontLab 5.0.2 + Python scripts Music: “War Requiem” by Benjamin Britten, “Language is a Virus” by Laurie Anderson Book: Tibor Kalman- Perverse Optimist Obsession: knowledge (e.g. Coca Cola Blak formula) </li></ul><DNA/DNS PROFILING>//Provocateur’s Bio
  30. 57. <ul><li>[email_address] Dial M for Moreall: 1-800-MOR-EALL </li></ul><MORE QUESTIONS?>
  31. 58. <ul><li>Adbusters Culturejammer Headquarters. 2006. Adbusters magazine. Sep. 18 2006 < http://www.adbusters.org > Amnesty International- Working to Protect Human Rights Worldwide. 2006. Amnesty International. Sep. 18 2006 < http://www.amnesty.org > Antirom. 1999. Antirom Collective. Sep. 18 2006 < http://www.antirom.com > </li></ul><SUPPLEMENTAL ANALYSIS>
  32. 59. <ul><li>Brown, David. “Herb Lubalin.” 1981. AIGA. Sep. 18 2006 < http://www.aiga.org/content.cfm?contentalias=herblubalin > </li></ul><ul><li>Ed Fella. 2006. Ed Fella. Sep. 18 2006 < http://www.edfella.com > </li></ul><ul><li>Emigre. 2006. Emigre Fonts. Sep. 18 2006 < http://www.emigre.com > </li></ul><SUPPLEMENTAL ANALYSIS>
  33. 60. <ul><li>Hall, Peter. “Truly, madly, deeply: Laurie Haycock and Scott Makela.” 2000. AIGA. Sep. 18 2006 < http://www.aiga.org/resources/Content/2/3/6/documents/haycockmakelaessay.pdf > Human Factors and Ergonomics Society. 2005. Human Factors and Ergonomics Society. Sep. 18 2006 < http://www.hfes.org > </li></ul><SUPPLEMENTAL ANALYSIS>
  34. 61. <ul><li>Kevles, Daniel. “In the name of Darwin - criticism of Social Darwinism.” 2001. PBS. Sep. 18 2006 < http://www.pbs.org/wgbh/evolution/darwin/nameof > Linotype. 2006. Linotype GmbH. Sep. 18 2006 < http://www.linotype.com > Milton Glaser, Inc. 2005. Milton Glaser. Sep. 18 2006 < http://www.miltonglaser.com > </li></ul><SUPPLEMENTAL ANALYSIS>
  35. 62. <ul><li>National Human Genome Research Institute. 2006. National Human Genome Research Institute. Sep. 18 2006 < http://www.genome.gov > </li></ul><ul><li>Rene Descartes’ Epistemology. Apr. 14, 2005. Stanford Encyclopaedia of Philosophy. Sep. 18 2006 < http://plato.stanford.edu/entries/descartes-epistemology > </li></ul><SUPPLEMENTAL ANALYSIS>
  36. 63. <ul><li>The Island of Dr. Moreau. Aug. 27 2006. Wikimedia Foundation, Inc. Sep. 18 2006 < http://en.wikipedia.org > Tibor Kalman. 1999. AIGA. Sep. 18 2006 < http://www.aiga.org/content.cfm?contentalias=tiborkalman > Tzara, Tristan. “Dada Manifesto.” 1921. The Review of Arts, Literature, Philosophy and the Humanities. Sep. 18 2006 < http://www.ralphmag.org/AR/dada.html > </li></ul><SUPPLEMENTAL ANALYSIS>
  37. 64. <ul><li>Universal Declaration of Human Rights. Dec. 10 1948. United Nations. Sep. 18 2006 < http://www.un.org/Overview/rights.html > Welcome to WWF’s Global Network. 2006. World Wildlife Fund. Sep. 18 2006 < http://www.wwf.org > Wikipedia, the Free Encyclopedia. 2006. Wikimedia Foundation, Inc. Sep. 18 2006 < http://en.wikipedia.org > </li></ul><SUPPLEMENTAL ANALYSIS>