This document provides guidelines for the corporate identity system of the Australian Centre for Visual Technologies (ACVT). It includes various versions of the logo, logotype, and logotag in different colors, scales, and orientations. File formats include black and white positive and negative, as well as color options using the corporate color palette. The document also provides specifications for applying the identity system to stationery, webpages, and other materials. The goal is to present a consistent visual identity while allowing for flexibility across different applications and departments.
Web developers are responsible for creating, designing, and maintaining websites, ensuring proper performance and security. They earn on average $65,000 per year or $31 per hour according to a 2015 study. The job outlook for web developers is a 27% growth rate, much faster than average, and degrees can be obtained from schools like Gateway Technical College, Baker College, and Champlain College.
My penguin lives in the Antarctic Peninsula and sub-arctic islands, with larger colonies in South Georgia, Falkland Islands, and Kerguelen Isles. It eats fish, krill, amphipods, and squid, regurgitating food for its chicks. It has a bright orange beak and white mark above its eyes, and the presenter finds its ability to surf smoothly on waves using its webbed feet most fascinating.
The document is about a student's PowerPoint presentation on the yellow-eyed penguin. The penguin lives in New Zealand, has a golden crown on its head and yellow eyes, with black back and white chest. It eats fish, krill, and squids, using spikes on its tongue to hold slippery food. The student found the yellow-eyed penguin interesting to learn about as it is the rarest penguin species.
JavaScript es un lenguaje de scripting desarrollado originalmente por Netscape para ser interpretado en los navegadores web y permitir la interactividad en las páginas. Aunque es independiente del lenguaje Java, JavaScript permite la validación de datos en formularios en el lado del cliente de forma segura y fiable aunque con capacidades limitadas por razones de seguridad. Una desventaja es que el código es visible para cualquier usuario y se ejecuta en el cliente requiriendo la descarga completa.
O documento discute a importância da tecnologia da informação para organizações e profissionais. Apresenta como os avanços tecnológicos transformaram as empresas e como sistemas de informação podem trazer vantagens competitivas. Também descreve os principais aplicativos do Microsoft Office e como eles podem ser usados para melhorar a produtividade no trabalho.
Customer Discovery: Validating New Product OpportunitiesProductPlan
Customer Discovery is a process for validating new product opportunities by getting early feedback from potential customers. It involves conducting interviews to test assumptions about the market problem, value of the product, viability of the business model, and ability to sell. This helps reduce the risk of failure and wasted resources later on. The document provides lessons and best practices for using Customer Discovery, such as focusing on customer problems rather than the product, seeking to understand buyer behavior, and getting out of the building to conduct many short interviews with the target market.
Wawancara adalah kegiatan tanya jawab antara pewawancara dan narasumber untuk mendapatkan informasi. Terdapat beberapa jenis wawancara seperti tertutup, terbuka, konferensi, kelompok, individu, dan terpimpin. Pewawancara harus netral, ramah, adil, dan menciptakan suasana nyaman agar wawancara berjalan lancar.
Web developers are responsible for creating, designing, and maintaining websites, ensuring proper performance and security. They earn on average $65,000 per year or $31 per hour according to a 2015 study. The job outlook for web developers is a 27% growth rate, much faster than average, and degrees can be obtained from schools like Gateway Technical College, Baker College, and Champlain College.
My penguin lives in the Antarctic Peninsula and sub-arctic islands, with larger colonies in South Georgia, Falkland Islands, and Kerguelen Isles. It eats fish, krill, amphipods, and squid, regurgitating food for its chicks. It has a bright orange beak and white mark above its eyes, and the presenter finds its ability to surf smoothly on waves using its webbed feet most fascinating.
The document is about a student's PowerPoint presentation on the yellow-eyed penguin. The penguin lives in New Zealand, has a golden crown on its head and yellow eyes, with black back and white chest. It eats fish, krill, and squids, using spikes on its tongue to hold slippery food. The student found the yellow-eyed penguin interesting to learn about as it is the rarest penguin species.
JavaScript es un lenguaje de scripting desarrollado originalmente por Netscape para ser interpretado en los navegadores web y permitir la interactividad en las páginas. Aunque es independiente del lenguaje Java, JavaScript permite la validación de datos en formularios en el lado del cliente de forma segura y fiable aunque con capacidades limitadas por razones de seguridad. Una desventaja es que el código es visible para cualquier usuario y se ejecuta en el cliente requiriendo la descarga completa.
O documento discute a importância da tecnologia da informação para organizações e profissionais. Apresenta como os avanços tecnológicos transformaram as empresas e como sistemas de informação podem trazer vantagens competitivas. Também descreve os principais aplicativos do Microsoft Office e como eles podem ser usados para melhorar a produtividade no trabalho.
Customer Discovery: Validating New Product OpportunitiesProductPlan
Customer Discovery is a process for validating new product opportunities by getting early feedback from potential customers. It involves conducting interviews to test assumptions about the market problem, value of the product, viability of the business model, and ability to sell. This helps reduce the risk of failure and wasted resources later on. The document provides lessons and best practices for using Customer Discovery, such as focusing on customer problems rather than the product, seeking to understand buyer behavior, and getting out of the building to conduct many short interviews with the target market.
Wawancara adalah kegiatan tanya jawab antara pewawancara dan narasumber untuk mendapatkan informasi. Terdapat beberapa jenis wawancara seperti tertutup, terbuka, konferensi, kelompok, individu, dan terpimpin. Pewawancara harus netral, ramah, adil, dan menciptakan suasana nyaman agar wawancara berjalan lancar.
Este documento proporciona instrucciones sobre diferentes funciones de Microsoft Word como la creación y uso de autotextos, la generación de textos aleatorios utilizando la función RAND, y el uso del panel de navegación. También explica cómo revisar y luego imprimir un documento, incluyendo opciones de configuración de impresión.
Syed Ghouse Uddin is seeking an administrator position. He has 5 years of experience as an admin assistant in Hyderabad, India. His responsibilities included managing meetings, travel, emails, filing, and staff meetings. He currently works as an admin assistant in Hyderabad, with duties like client specifications, raising invoices, and managing schedules. He has an MBA in finance and Bachelor's in Commerce with computers. He has skills in MS Office, databases, spreadsheets, and project management.
El documento describe la potestad tributaria del Estado y los municipios. Explica que la potestad tributaria se origina en la Constitución y que el Estado puede imponer contribuciones a los ciudadanos. También indica que los municipios gozan de autonomía limitada en la recaudación e inversión de sus ingresos tributarios propios como impuestos a la propiedad, vehículos y actividades económicas, así como tasas por servicios específicos.
Este documento presenta un poema de saludo por el Día del Idioma, seguido por el programa general de actividades para la celebración, el cual incluye el himno nacional, presentaciones de estudiantes, canto y música. También incluye una breve biografía de Miguel de Cervantes Saavedra y menciona su obra más famosa, Don Quijote de la Mancha.
The document discusses marketing strategies for reaching women customers. It notes that customer service strongly influences whether women recommend or return to brands. It also recommends using social media like YouTube, where half the viewers are women, mobile coupons which are growing in popularity, and tablets which women increasingly use for mobile shopping. Location-based services also engage women customers. Tracking return on investment from women is important for measuring the effectiveness of these strategies.
This document provides a summary of Donna S. Nielsen's professional experience and qualifications. She has over 30 years of experience in quality assurance, manufacturing, development and research in the microelectronics and semiconductor industry. Her most recent role is as Senior Manager of Supplier Quality Engineering and Material Quality Lab at GLOBALFOUNDRIES. She has also held various management roles at IBM and Motorola in areas including quality assurance, materials engineering, and process development.
Executives across all industries often ask us how to best integrate Agile techniques into their innovation processes. They want to drive responsiveness to rapidly changing markets and technologies, tackle hybrid digital + physical product development, and accelerate product launches. Agile Expert, Colin Palombo highlights successful approaches companies have taken to integrate Agile techniques into Stage-Gate® Frameworks to achieve better innovation results. View the recording at https://www.stage-gate.com/blog/agile_and_stage-gate/
DR15_0331_Managing the Information Labyrinth FinalVincent Poon
The document discusses a webinar on managing information using building information modeling (BIM). It provides instructions for listening to the audio and submitting questions. The webinar will cover the strengths, weaknesses, opportunities, and threats of BIM implementation, current uses of BIM technologies in construction, and best practices for BIM implementation. The speaker, Vincent Poon from STV Inc., will discuss his company's commitment to BIM from conceptual design through facilities management.
Status of Advanced Substrates 2019 report by Yole DéveloppementYole Developpement
Demands from the new digital age are waking up the sleeping substrate giants.
More information on https://www.i-micronews.com/products/status-of-advanced-substrates-2019/
Jareeporn achieved their 2011 sales target of THB 14,000,000 by focusing on Raytec and NVT brand products. They analyzed competitors, identified key customer segments, and projected sales values for projects in different vertical markets. To execute their strategic plan, Jareeporn set quarterly sales quotas, identified potential customers, and forecast activities to promote the products to dealers, projects, and end users.
David Shastry Experience Design PortfolioDavid Shastry
David Shastry designed a new corporate intranet for the law firm Winston & Strawn LLP to improve access to case information for attorneys. The previous intranet was clunky and difficult to use, wasting attorneys' billable time. Shastry conducted user research and created a task-based dashboard interface with one-click access to content and systems. The new design improved efficiency, increased attorney happiness, and strengthened client relationships.
This document discusses upgrading from LabVIEW 8.2.1 to LabVIEW 2010 for a test software framework. It highlights improved performance from the LabVIEW 2010 compiler as a key benefit. It also describes the development process, including source control with ClearCase and a peer review process. An example is given where editing a single file required 88 other files to be saved in LabVIEW 8.2.1, complicating version control and peer review.
Smita Prakash Mohanty has over 5 years of experience in SAP ABAP development. She has worked on multiple projects for clients like Bayer, implementing solutions for modules like Sales and Distribution, Materials Management, and APO. Her responsibilities have included developing reports, forms, interfaces, and enhancements. She is proficient in ABAP, Web Dynpro, and has expertise in areas like custom development, system performance, and project delivery.
This presentation is from the first webcast of 2016 and covers an overview of the 2550100 Alliance, the calendar of events for 2016, and opportunities for members and non-members to take advantage of the Alliance. The webcast features 2550100 Alliance member and sponsor, QLogic.
To hear the webcast, go to https://youtu.be/12fKw2A2T0Q
CONTACT INFO:
2550100 Alliance
http://www.2550100.com
alliancemembership@2550100.com
OR
frank.berry@itbrandpulse.com
QLogic
http://www.qlogic.com/Products/adapters/Pages/25Gb-Ethernet.aspx
chris.lorenz@qlogic.com
doug.rivera@qlogic.com
About the 2550100 Alliance
- 2550100 Alliance launched at Ethernet Summit in April, 2015
- 130 companies became alliance members
63 Technology Providers
67 Solution Providers
- Global community with members from Asia, Europe and Americas
- Over 2,000 visits to alliance program overview on SlideShare
- 3,000 visitors per month to 2550100.com
- Many questions about availability of products and programs
Pre hi tec_innovationsforum_20111103-publicsinnerschrader
SinnerSchrader is a digital agency focused on e-commerce since 1996. It has 400+ specialists across offices in Hamburg, Berlin, Hannover and Frankfurt. The document discusses SinnerSchrader's approach to managing innovation through three fields: customer projects, internal projects through its Radical Innovation Lab, and innovation of methods and workflows. It provides examples of projects and innovations like a digital foosball game and making WiFi social. The presentation emphasizes that innovation is an ongoing challenge and requires an open culture where no innovation means standing still.
Soren Shen-Lung Lin, Bridget White, and Steve DeWitt will present on innovative BIM workflows for industrialized construction. Soren is a senior architect specialized in built environment analysis and industrialization methodology. Bridget is a BIM director who implements complex analysis, virtual reality, industrialization, and streamlining information flow between architects and builders. Steve has 20 years of BIM software experience and helped found KitConnect. They will discuss their work on the New Stavanger University Hospital project and introduce V.O.L.U.T.E., a step-by-step BIM workflow they developed.
Evolution of Telecommunication Service Providers, from Legacy to Digital, Nam...Alan Quayle
Evolution of Telecommunication Service Providers, from Legacy to Digital
Namal Jayathilake, VP Engineering – Emerging Technologies, Axiata Digital Labs
Why Telcos need to be digitally enabled
Typical challenges of a traditional Telco
The evolution of traditional telco – Technology architecture evolution
The evolution of traditional telco – Role of tech teams in a digital Telco
Emerging digital business models and how to leverage those
Michael Branam has over 30 years of experience in software development, product management, and architecture design for digital cable, IPTV, and home automation technologies. He holds 21 US patents related to innovations in these fields. Currently, he is the Lead Product Strategy Manager at AT&T Digital Life where he is responsible for developing future product visions and roadmaps.
Michael Branam has over 30 years of experience in software development, product management, and business development roles related to interactive television, home automation, and security products. He has 21 US patents granted and experience leading teams that developed applications for platforms like IPTV, Microsoft Mediaroom, and the AT&T Digital Life platform. Currently, he is the Lead Product Strategy Manager at AT&T Digital Life where he is responsible for the future product strategy vision and roadmap.
So how do manufacturers optimize globally stretched production networks and supply chains in a world where expertise is both scarce and widely dispersed? A growing number of global manufacturers are turning to virtual and mobile collaboration solutions to bring experts "face to face" with colleagues, dealers, partners, and customers no matter where they're located.
Among the most advanced of these solutions is Cisco Remote Expert for Manufacturing, an enterprise-class, remote collaboration and communications platform that combines high-definition video, audio streams, and data capabilities.
Este documento proporciona instrucciones sobre diferentes funciones de Microsoft Word como la creación y uso de autotextos, la generación de textos aleatorios utilizando la función RAND, y el uso del panel de navegación. También explica cómo revisar y luego imprimir un documento, incluyendo opciones de configuración de impresión.
Syed Ghouse Uddin is seeking an administrator position. He has 5 years of experience as an admin assistant in Hyderabad, India. His responsibilities included managing meetings, travel, emails, filing, and staff meetings. He currently works as an admin assistant in Hyderabad, with duties like client specifications, raising invoices, and managing schedules. He has an MBA in finance and Bachelor's in Commerce with computers. He has skills in MS Office, databases, spreadsheets, and project management.
El documento describe la potestad tributaria del Estado y los municipios. Explica que la potestad tributaria se origina en la Constitución y que el Estado puede imponer contribuciones a los ciudadanos. También indica que los municipios gozan de autonomía limitada en la recaudación e inversión de sus ingresos tributarios propios como impuestos a la propiedad, vehículos y actividades económicas, así como tasas por servicios específicos.
Este documento presenta un poema de saludo por el Día del Idioma, seguido por el programa general de actividades para la celebración, el cual incluye el himno nacional, presentaciones de estudiantes, canto y música. También incluye una breve biografía de Miguel de Cervantes Saavedra y menciona su obra más famosa, Don Quijote de la Mancha.
The document discusses marketing strategies for reaching women customers. It notes that customer service strongly influences whether women recommend or return to brands. It also recommends using social media like YouTube, where half the viewers are women, mobile coupons which are growing in popularity, and tablets which women increasingly use for mobile shopping. Location-based services also engage women customers. Tracking return on investment from women is important for measuring the effectiveness of these strategies.
This document provides a summary of Donna S. Nielsen's professional experience and qualifications. She has over 30 years of experience in quality assurance, manufacturing, development and research in the microelectronics and semiconductor industry. Her most recent role is as Senior Manager of Supplier Quality Engineering and Material Quality Lab at GLOBALFOUNDRIES. She has also held various management roles at IBM and Motorola in areas including quality assurance, materials engineering, and process development.
Executives across all industries often ask us how to best integrate Agile techniques into their innovation processes. They want to drive responsiveness to rapidly changing markets and technologies, tackle hybrid digital + physical product development, and accelerate product launches. Agile Expert, Colin Palombo highlights successful approaches companies have taken to integrate Agile techniques into Stage-Gate® Frameworks to achieve better innovation results. View the recording at https://www.stage-gate.com/blog/agile_and_stage-gate/
DR15_0331_Managing the Information Labyrinth FinalVincent Poon
The document discusses a webinar on managing information using building information modeling (BIM). It provides instructions for listening to the audio and submitting questions. The webinar will cover the strengths, weaknesses, opportunities, and threats of BIM implementation, current uses of BIM technologies in construction, and best practices for BIM implementation. The speaker, Vincent Poon from STV Inc., will discuss his company's commitment to BIM from conceptual design through facilities management.
Status of Advanced Substrates 2019 report by Yole DéveloppementYole Developpement
Demands from the new digital age are waking up the sleeping substrate giants.
More information on https://www.i-micronews.com/products/status-of-advanced-substrates-2019/
Jareeporn achieved their 2011 sales target of THB 14,000,000 by focusing on Raytec and NVT brand products. They analyzed competitors, identified key customer segments, and projected sales values for projects in different vertical markets. To execute their strategic plan, Jareeporn set quarterly sales quotas, identified potential customers, and forecast activities to promote the products to dealers, projects, and end users.
David Shastry Experience Design PortfolioDavid Shastry
David Shastry designed a new corporate intranet for the law firm Winston & Strawn LLP to improve access to case information for attorneys. The previous intranet was clunky and difficult to use, wasting attorneys' billable time. Shastry conducted user research and created a task-based dashboard interface with one-click access to content and systems. The new design improved efficiency, increased attorney happiness, and strengthened client relationships.
This document discusses upgrading from LabVIEW 8.2.1 to LabVIEW 2010 for a test software framework. It highlights improved performance from the LabVIEW 2010 compiler as a key benefit. It also describes the development process, including source control with ClearCase and a peer review process. An example is given where editing a single file required 88 other files to be saved in LabVIEW 8.2.1, complicating version control and peer review.
Smita Prakash Mohanty has over 5 years of experience in SAP ABAP development. She has worked on multiple projects for clients like Bayer, implementing solutions for modules like Sales and Distribution, Materials Management, and APO. Her responsibilities have included developing reports, forms, interfaces, and enhancements. She is proficient in ABAP, Web Dynpro, and has expertise in areas like custom development, system performance, and project delivery.
This presentation is from the first webcast of 2016 and covers an overview of the 2550100 Alliance, the calendar of events for 2016, and opportunities for members and non-members to take advantage of the Alliance. The webcast features 2550100 Alliance member and sponsor, QLogic.
To hear the webcast, go to https://youtu.be/12fKw2A2T0Q
CONTACT INFO:
2550100 Alliance
http://www.2550100.com
alliancemembership@2550100.com
OR
frank.berry@itbrandpulse.com
QLogic
http://www.qlogic.com/Products/adapters/Pages/25Gb-Ethernet.aspx
chris.lorenz@qlogic.com
doug.rivera@qlogic.com
About the 2550100 Alliance
- 2550100 Alliance launched at Ethernet Summit in April, 2015
- 130 companies became alliance members
63 Technology Providers
67 Solution Providers
- Global community with members from Asia, Europe and Americas
- Over 2,000 visits to alliance program overview on SlideShare
- 3,000 visitors per month to 2550100.com
- Many questions about availability of products and programs
Pre hi tec_innovationsforum_20111103-publicsinnerschrader
SinnerSchrader is a digital agency focused on e-commerce since 1996. It has 400+ specialists across offices in Hamburg, Berlin, Hannover and Frankfurt. The document discusses SinnerSchrader's approach to managing innovation through three fields: customer projects, internal projects through its Radical Innovation Lab, and innovation of methods and workflows. It provides examples of projects and innovations like a digital foosball game and making WiFi social. The presentation emphasizes that innovation is an ongoing challenge and requires an open culture where no innovation means standing still.
Soren Shen-Lung Lin, Bridget White, and Steve DeWitt will present on innovative BIM workflows for industrialized construction. Soren is a senior architect specialized in built environment analysis and industrialization methodology. Bridget is a BIM director who implements complex analysis, virtual reality, industrialization, and streamlining information flow between architects and builders. Steve has 20 years of BIM software experience and helped found KitConnect. They will discuss their work on the New Stavanger University Hospital project and introduce V.O.L.U.T.E., a step-by-step BIM workflow they developed.
Evolution of Telecommunication Service Providers, from Legacy to Digital, Nam...Alan Quayle
Evolution of Telecommunication Service Providers, from Legacy to Digital
Namal Jayathilake, VP Engineering – Emerging Technologies, Axiata Digital Labs
Why Telcos need to be digitally enabled
Typical challenges of a traditional Telco
The evolution of traditional telco – Technology architecture evolution
The evolution of traditional telco – Role of tech teams in a digital Telco
Emerging digital business models and how to leverage those
Michael Branam has over 30 years of experience in software development, product management, and architecture design for digital cable, IPTV, and home automation technologies. He holds 21 US patents related to innovations in these fields. Currently, he is the Lead Product Strategy Manager at AT&T Digital Life where he is responsible for developing future product visions and roadmaps.
Michael Branam has over 30 years of experience in software development, product management, and business development roles related to interactive television, home automation, and security products. He has 21 US patents granted and experience leading teams that developed applications for platforms like IPTV, Microsoft Mediaroom, and the AT&T Digital Life platform. Currently, he is the Lead Product Strategy Manager at AT&T Digital Life where he is responsible for the future product strategy vision and roadmap.
So how do manufacturers optimize globally stretched production networks and supply chains in a world where expertise is both scarce and widely dispersed? A growing number of global manufacturers are turning to virtual and mobile collaboration solutions to bring experts "face to face" with colleagues, dealers, partners, and customers no matter where they're located.
Among the most advanced of these solutions is Cisco Remote Expert for Manufacturing, an enterprise-class, remote collaboration and communications platform that combines high-definition video, audio streams, and data capabilities.
Vadivu Boeing has over 14 years of experience as an IT professional providing technical support and issue resolution for complex IT projects. He has expertise in Siebel CRM, product lifecycle management, and architecting material master systems in Siebel and SAP. Notable achievements include reducing product catalog issues by 90% and model work time from 8 to 2 days. He currently works as an Enterprise Programmer Analyst and is proficient in applications like Siebel, SAP, and programming languages including SQL, Siebel, ABAP, and JavaScript.
The document discusses new product development and competitive advantage through products and services. It covers key aspects of the product development process including design, quality, issues like robust and modular design, and computer-aided design and manufacturing. It also discusses defining the product for manufacturing through engineering drawings, bills of materials, group technology, and production documents. Service design is briefly covered as well. The objective is to develop a product strategy that meets market demands and provides a competitive advantage.
Margaret Fritz is a mechanical engineer and consultant with over 20 years of experience in mechanical design, product development, and project management. She has worked for companies such as IBM, Netezza, PixeLink, and Teradyne designing mechanical components, sheet metal parts, and electro-mechanical assemblies. Fritz has expertise in CAD software including SOLIDWORKS, CREO, and AutoCAD. As an independent consultant, she has optimized product designs and increased clients' sales revenues.
The presentation is about a steel making model to forecast operating cost, financial expenses and evaluate new projects or companies, function of the technology to implent, the geographic area where to invest, the product to manufacture and the step of the steel making chain to reach.
17. 17
· Part III case study
1) Assignment and constraints
As a graphic design practitioner one often engages with a new project as a doctor would with a new
patient ; the practice involves the assessment of a design issue which needs to be solved and implies
an understanding of the existing parameters along which a new system of visual communication
can be built and implemented. The degree of input, requirements, and interference that comes with
each assignment depends on a large number of variables ranging from the personal involvement of
a client to elaborate marketing objectives. In this particular case, the initial oral briefing was rather
concise consisting of only a few guidelines or prerequisites and some elementary constraints. The
brief put forward the following constraints: the designation of the entity as the “Australian Centre
for Visual Technologies” and the integration of a secondary descriptive headline or tagline
“Innovation and education in visual information processing” as well as the use or at least the
emulation of the University of Adelaide’s existing color palette (fig.1).
Figure 1
Subsequent to the initial brief, a period of gestation or ideation moved the project into its
conceptual phase. A concept outline was then formulated to situate the creative intention and how it
might relate to communication objectives and the entity’s profile.
Please refer to “appendix 1” to review the initial briefing report, visual identity objectives and
shape exploration (this document was submitted to the client in week 26).
21. 21
When a sign is extracted from a paradigm of pictographs to be reassigned as a logo, its metonymic
qualities are subdued in favor of a new meaning which usually relies on a metaphorical mechanism.
Regardless of a metonymic relationship between a pictogram and a designation (word), the implied
associative relationship between pictogram/designation and the entity is often arbitrary.
In the case of the ‘Australian Centre for Visual Technologies’, the objective is to associate an
abstract yet evocative pictograph to a quite literal formulation of the entity’s activities. The
metonymical relationship between the pictograph and the designation retrieves a set of associated
attributes and delivers them as a metaphor to stand for the entity thus creating an independent logo
with its own intrinsic meaning. In this particular case, my strategy is to create an evocative rather
than representational logo in relation to the words ‘visual’ and ‘technology’ by using an element
from a paradigm of graphical optical illusions to stand as a metonym and deliver meaning as a
metaphor. From these theoretical implications of a design concept based on a communication
strategy it is now time to move into the creative process.
4) Methodology and grammar
In order to regulate the creative process, a set or system of methods, principles, and rules needs to
be established. The nature, complexity and range of application of a methodology will vary from
one design practitioner to another and from one design case to another. In this context, rules and
methods will situate the design process within a constrictive and generative frame. The constrictive
nature of the process will naturally generate purposeful derivations as well as contingent events.
My initial set of rules was devised to produce an array of derivations based on a selection from the
initial paradigm of graphical optical illusions. In effect, I selected and reproduced 5 elements (fig.4)
from the initial paradigm of graphical optical illusions on a vectorbased computer program.
Figure 4
22. 22
Each element displays a particular combination of graphical attributes and devices operating within
the same paradigmatic plane. By using principles of derivative shape grammar in conjunction to
applying the colors palette (fig.1) I generated 15 variations or derivations per element (fig.5). These
derivations are part of a new set of elements that can now be referred to as a vocabulary of elements
generated by a particular set of rules. While the initial selection from the paradigm emulates
graphical attributes related to specific optical illusions, the newly generated set of vocabulary is
original and diverse.
23. 23
Part IV derivative design
1) Creative process analysis
Element 4.1
The graphical attributes of element 4.1 can be described as a square shape duplicated and scaled in
regular increments from its center, with each new square adopting a different and progressive hue
to achieve an effect of optical illusion such as depth or relief.
Figure 5.1 shows the progression of the derivative design process in numerical sequence. In the first
derivative instance 5.1.1 the central shape is changed to a circle, in reference to the metonym
identified previously, and follows 6 incremental steps changing both in scale and in shape to
become the outer square.
Figure 5.1
The next string of derivative instances, from 5.1.2 to 5.1.9, explores variations of color, hue and
rotation. A significant change occurs at the level of instance 5.1.10 as the central shape reverts to a
square and the outer shape to a circle with an incremental rotation added to the incremental change
25. 25
however does not retain the same graphical attributes as the previous instances and in step 5.2.11 a
contingent event comes to light, the new shape can be perceived as a stylized letter. It could stand
as a symbol for the letter A, C and/or V which coincidentally are part of the initials of the
‘Australian Centre for Visual Technologies’. In the last derivative instance 5.2.15 a fourth shape is
finally added to represent the T letter and the color palette is used to balance the construction.
In this series there were 2 major turning points where decisions were made to bend the rules in
order to privilege contingent events and explore new instances of perceptive shape grammar.
Element 4.3
The core attributes of the initial element rely on the relationship between two vertical segments of
the same length. When these segments are in position between two pairs of opposed diagonal
segments, one of them appears to be shorter. The original element 4.3 is contained in a frame and
its vertical segments are sitting on the edges of a sequence of opposed trapezoidal shapes.
Figure 5.3
Derivative instance 5.3.1 simply eliminates the two main vertical segments; reverting the element to
an optical illusion based on trapezoidal properties, while instances 5.3.2 and 5.3.3 retrieve the
26. 26
original relationship between the trapezoidal shapes and the vertical segments. In derivative
instance 5.3.4 an important change occurs, as the two vertical segments are substituted by dots or
filled circles in reference to the metonymic relationship between ‘visual’, ‘optical’ and ‘circle’ (or
oval as a shapes). In terms of focal intensity and balance, this new configuration retains some of
the attributes of the initial version. However, this similarity is lost in instance 5.3.5, when one of the
circular shapes is removed and the focal point becomes singular. The next turning point occurs as
the remaining circular element is also removed and vivid colors are added to further enhance the
trapezoidal shape configuration (5.3.9). The circle shape returns in instance 5.3.11 and again
becomes a strong feature, first as a singular focal point then as a dual focal point (5.3.12); note that
the sequence or combination of colors slightly shifts the perceptual balance of the configuration.
Once the frame is removed (5.3.13) a further perceptual alteration occurs as the trapezoidal shapes
and the circles seem to flatten and take on a more horizontal character which is also due to the
combination of colors. Finally, in derivative instances 5.3.14 and 5.3.15, the trapezoidal shape at
the center of the configuration is entirely removed and the circles subtracted to enhance the optical
‘suggestion’ created by the space between the left and the right trapezoid.
Element 4.4
This powerful triadic configuration is composed of three circles and a triangle. The center point of
each circle is placed on a different corner of the triangle so that the circles are equidistant from each
other. The triangle is then subtracted from the circles and the space left between them validates the
suggestion of the triangular shape.
With color applied to them, the first three derivative instances ( 5.4.1, 5.4.2 and 5.4.3) still retain all
the attributes of the original element 4.4. It is noticeable however, that instance 5.4.3 is not as
balanced as its predecessors, due to a proportional reduction of space between the circles. Instance
5.4.4 references the idea of a metonymic link between ‘visual’, ‘optical’ and ‘circle’ and breaks up
the sequence but should not be considered as a turning point even if it. Derivative instance 5.4.5
retrieves the original configuration but changes the perceptual balance because contrasting colors
were added to the subtracted triangle parts intersecting with the circles. The next derivative instance
5.4.6 is similar to instance 5.4.4 in that it retrieves the same metonymic theme as a concentric focal
point; in this instance however its relationship to the original element 4.4. is evident as it swaps the
position of the triangle with that of the circles.
An important turning point occurs, as instance 5.4.7 again reverts to the original configuration of
shapes, when the proportions of all three circles are altered while their original positioning is
30. 30
As a graphic sign, each item or instance can stand on its own; however, to exist as a vocabulary
item it must be part of a system. The process that spawned these instances is based on an array of
associations, metaphors and metonymic relationships which were synthesized into a design concept.
The result is a graphical vocabulary of 75 connotative signs. The value of each sign depends on its
relation to other signs within its system and is in fact determined as much by what it is, than by
what it is not 17
.
It is also important to acknowledge the ambiguity of some of these signs, not the least because the
system of signs cannot be exhaustive and originates from an arbitrary selection of signs, itself
extracted from a paradigm of graphical optical illusions.
Each sign or instance derives from a particular set of attributes, which references the basic
metonymic relationship that lies at the core of the design concept. Consequently, each graphical
configuration is an exploration of these attributes and naturally, some are more successful than
others; in this context discrepancies between original graphical attributes and remaining attributes
are emphatic and should be considered as an integral and indeed crucial part of this particular
design process.
31. 31
· Part V from sign to logo
1) Derivative instance 5.2.9
The objective up to this point was to produce a consistent if not exhaustive vocabulary of signs,
whose individual and distinctive graphical attributes could visually represent the entity. Once the
vocabulary of graphical derivations was produced, it was presented to the client and one vocabulary
item or derivative instance was selected as a placeholder for the new ACVT logo.
I should mention that in this particular case, I chose not to interfere or confer with the client about
the choice that was made nor did I remove or favor any of the instances as I felt that it was
important for the subsequent case study to rely on an ‘impartial’ selection.
Derivative instance 5.2.9 was thus selected:
The selection of this particular derivative instance effectively implies the selection of its graphical
attributes and qualities. Furthermore, its attributes and qualities are directly related to the initial
element 4.2 (below).
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2) Construction sequence and configuration of shapes
In order to understand the core attributes, both graphical and perceptual (as relating to the paradigm
of optical illusions) of this element, it is essential to refer to the construction sequence and
configuration of shapes as shown in Figure 7.
Figure 7
The informal description of element 4.2.:
The graphical attributes of element 4.2 are based on the superposition of 6
equilateral triangles, their subsequent equidistant displacement and their partial
subtraction which produced three identical shapes on three different rotational
increments. The achieved optical effect can be described as the suggestion of a 3
dimensional construction from a 2 dimensional point of view based on three
identical and intertwined objects revolving around a centre point.
Figure 8 recapitulates the construction sequence of derivative instance 5.2.9. (it is understated that
like all the other derivative instances, instance 5.2.9 should not be considered as a “finished” sign
but rather as a rough sketch).
It becomes apparent that the original shape’s (8.1) graphical and perceptual attributes are essentially
three identical (8.2) and intertwined objects revolving around a centre point. So, by applying a rule
where straight lines are changed into curves without displacing anchorpoints by means of the
Beziers curve tool, a new derivative instance is produced. As a result of the intervention (see 8.3,
8.4 and 8.5), the shape of the object moves away from the stern and grounded configuration of the
34. 34
Figure 9
The step between 9.2 and 9.3 was to be the determining event that eventually led to a
reconsideration of the basic rule “where straight lines are changed into curves without displacing
anchorpoint by means of the Beziers curve tool”. It wasn’t the desired effect of the rule which
became questionable, but rather its modus operandi. I identified two reasons for this.
The first reason was that it became very difficult to produce a curved shape that could be assembled
into a balanced triadic configuration (as in Fig. 7). The second reason was that since the initial
element was based on an equilateral triangle, it seemed more appropriate to revert to the original
shape and start the refining process at the core rather than from a derived shape (8.2 from fig. 8).
I decided to rethink the construction of my configuration of shapes without compromising the
desired graphical and perceptual attributes of derivative instance 5.2.9.
A further exploration, this time involving the construction method rather than derivative instances,
took place. Instances 9.4 to 9.7 are the result of inconclusive variations that eventually led to the
final construction method displayed and described in figure 10.