FSRTC Session

At the FSRTC conference, the session I went to was about photography. Dr. Robert C Wiseman from Eastern Illinois gave the lecture. In it he gave the audience the definitions of the terms F/stop, ISO, and Shutter speed.  Knowing these terms was important in understanding photography and the rest of his lecture. 

I am in my first photography class right now, and one of the things I wish I had been able to work with was film.  Dr. Wiseman told us about Black and White Processes for film development, and walked through the history of the camera up until the digital age.  Although film would be fun, I can really appreciate being able to save multiple copies of work in Photoshop, as well as the history log if I make a simple mistake!   At the end of the presentation we got to see some of the film photos that Dr. Wiseman took. 

One of the things I really learned was the focal length divided by diameter will create my F/stop.  I also learned that F 1.4 is the highest F/stop, but I did not find out what the lowest F/stop was.  F 22 is the lowest I’ve heard of in class.  We were given the most common F/stops and shutter speeds, although these will have to be adjusted depending on the allowances of your personal camera to get the best shot.

Towards the end we saw Dr. Wiseman’s homemade pin-hole camera.  I was pretty surprised that it didn’t require a lens, but he took a picture of a student, and it actually worked. He also made a comment about Polaroid, saying that they weren’t worried about their cameras, only about selling film.  Currently 10 pictures would cost $9.99.  When you can do so much digitally it’s brand name that’s keeping the film industry going.

I was glad to have taken the time to attend this session, and wish there were more graphics sessions available time wise so that it would be easier to fit them into my schedule.

Gap Logo

There was a new Gap logo, and it lasted 12 days.  I can’t help but wonder if people wouldn’t have gotten used to it if it had lasted longer.  After all, people hate change, especially drastic ones, until they’re used to it. Comments on the blog.learnvest.com webpage said two important things about the re-branding.  First, “Hello! New Coke!” Obviously some companies have made a logo switch that worked for its consumer base and it has stuck.  The other comment was, “that new logo is beyond ugly and feels very techy.” 

  As far as brand meaning, the original Gap logo felt a little country (with the connotations friendly and hardworking). It was the serif letters that gave it that feel.  The logo was only two colors but they were stylized and because the background was not black, it did not feel foreboding or standoffish.  It was also cheaper to print.

The new logo was a stark contrast, using a new color (Black), a completely different font (Helvetica) that was thick and round, with block shaped corners, and an inverted color scheme with enough white space to feel cold and distant.  The little square in the corner seems like a tacky add on, and tacky is not a word that any company wants added to their merchandise, especially if they’re trying to gain a wider customer base.

Obviously there was a huge hit and miss with the target audience, supposedly 20-30 year olds.  By looking at the new logo we see that it is actually very techy with its black and white, san-serif font.  It feels much more computerized, and we are the upcoming technological generation.  That part was dead on, but black and white can be cold, and the sharp edges made the signage uncomfortable.  While growing up with cell phones and social web networks does label the target audience as ‘techy’ this generation also has the mindset of doing what you love for a living over what makes the most money.  The new logo impressed every feeling other than Fun, which when shopping, is a key motivator.

The cost to Gap could have been amazing.  At a seasonal change clothing sales usually rise, but Gap instead took a 4% decline in sales.  As far as my research as shown me, the logo was only released on the web. If the logo was only released on web then the chain of expense wasn’t nearly as high as it could have been if they also had it printed on shopping bags, posters, signs, clothing tags, billboards, or in advertisements.  The new ‘old design’ is still changed, with all the mid lines on the G, A, and P meeting up on the same line.  This was by far the better way to revamp their old logo.

Brendan Murphy

Brendan Murphy was an inspirational speaker in that he had seen surprises in his field, had made positive contributions to society, and still enjoyed what he did, despite working with people that had such tight deadlines.  He had several good quotes, and stressed working with strengths rather than to improve weaknesses.  Someone else can help fill in where you aren’t as strong.

Although Murphy’s job was perhaps not what he expected, he learned it and excelled. He viewed himself as more of a story teller.  He also noted that after the first year or so the college degree earned isn’t as essential, but knowing what your career is is important.  Murphy said a lot of what he did was writing, and that can be disappointing if you’re not expecting it, but he obviously made the most of it, which just goes to show how flexible he is. 

One of Murphy’s best attributes is his ability to handle change.  He said technology changes.  Over the last fifty years, we’ve seen leaps and bounds of change, from records to audiocasts on mp3’s. He personally has had to make several changes.  He moved to Pittsburg for college.  That was a big change.  He moved back to New York, also a big change.  He went from design classes to writing 75% of the time, and he was able to move right into the heart and bloodstream of the city.  In the middle of all of that Murphy has found some constants, such as honing in on design skills and ideas, being able to work with people, and good communication.

I find one of the most inspiring things about Murphy was that even when he was in college he was looking down the road, knowing he may need a fallback career, choosing to go to college at all.  At the same time he’s not afraid to look back and give credit to the people that supported him as he made his way through college.  This is a very admirable trait, one that tends to disappear with success. 

It isn’t much of a mystery why Brendan Murphy has been so successful.  He’s got talent, gratitude, an eye on the future, and strong perseverance. 

Color Essay

Johannas Brahms

Color is an incredible tool to the artists.  I chose an illustration from designarchives.aiga.org/#/home byRichard Mantel called Johannas Brahms, painted in 1984.  I noticed it first for the way the elements did not fit, particularly the odd angle of the beard, and was impressed by how color did in fact pull the disjointed elements together.

First we’ll discuss color choice, then composition, mood, and overall success.

The main color pallet for this painting was analogous.  Violet was the main color used, but in several different tones.  The violet on the pocket flower is not the same as the side bar.  The side bar has much more blue in it, although that is not the same blue we find in Brahms’ beard.  The face does not have many yellows but there are several shades and tints of red that would technically disqualify this work as analogous.  The greys used in the hair, clothing, and shadows are permissible in any color scheme as they create tints, and show depth.  Black and white and their tints are not considered part of the color wheel.

Composition of this piece focuses strongly on the stern face of the man because of the dramatic color difference. This is usually the case when you interrupt a color scheme. Most particularly the highlight on Brahms’ forehead catches the attention first, which leads the viewer to the stark whiteness of the text, then back down to the off-white, light violet of the eyes and down into the light colored beard.  Similar colors in the background then pull the eye back upwards along the hair lines, and the very dark colored suit is left almost invisible because of its almost lack of color.  This is good as Brahms himself was the main focus of the artwork, and the color contrast made him stand out dramatically.

Mood of this piece is primarily determined by color.  The shade of violet used for the majority of the image is a blue violet, which makes it at once calming and droll.  The very dark colors of the suit and hair intensify this feeling, making the violet seem almost eerie.  This piece remains stern and almost reproachful despite the stark color contrast of the face.  Though the reds should warm up the picture, the expression on Brahms’ face is severe enough that the emotion is not changed.  Even the bright white of the text is so stark it is not comforting.  I have not listened to Johannes Brahms’ music but I have a very good idea what sort of record it would be.

The overall success for this image was fairly high.  The beard still throws me, but as far as use of color it has done everything it means to.  There is a defined subject, a stern mood, cohesive color scheme.

The Notepad Project

The Word Map.

The Vertical Thumbs.

The Horizontal Thumbs.

The First Rough.

The Rough Chosen.

The Critiqued Work.

The Final Product.