logo design
corporate identity
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Logo design and logotype design
Graphic design
From Wikipedia, the free encyclopedia
Contents
• 1 Uses
• 1.1 In Administration
• 1.2 In Advertising
• 1.3 In Education
• 1.4 In Entertainment
• 1.5 In Journalism
• 1.6 On the Web
• 2 Graphic design history
• 2.1 Early
• 2.2 Modern
• 3 Graphic design tools
• 4 See also
• 4.1 Related disciplines
• 4.2 Related topics
• 5 External links and articles
• 6 Footnotes
Uses
Graphic design is used whenever visual intricacy and creativity are applied to the presentation of text and imagery.Contemporary design practice has been extended to the modern computer, in particular WYSIWYG user interfaces, often referred to as interactive design, or multimedia design.
Anywhere there is a need to communicate visually, there is potential enhancement of communications through graphic design. Here are a few examples:
In Administration
From road signs to technical schematics, from interoffice memos to reference manuals, graphic design enhances transfer of knowledge. Readability is enhanced by improving the visual presentation of text. Intricate and clever pictures are used when words cannot suffice.
In Advertising
Graphic designs have a unique ability to persuade and sell a product with the help of adequate communications and aesthetic. It is applied to product as well as elements of company identity like logos, colors and text, together defined as branding. See advertizing. Branding has increasingly become important in the range of services offered by many graphic designers, alongside corporate identity and the terms are often used interchangeably.
In Education
Graphics are used in textbooks for subjects such as geography, science and math to illustrate theories and diagrams. A common example of graphics in use to educate is diagrams of human anatomy.
In Entertainment
From decoration, to scenery, to visual story telling, graphic design is applied to entertainment. From cover to cover in novels and comic books, from opening credits to closing credits in film, from programs to props on stage, graphic design helps set the theme and the intended mood.
In Journalism
From scientific journals to news reporting, the presentation of opinion and facts is often improved with graphics and thoughtful compositions of visual information. Newspapers, magazines, blogs, television and film documentaries may use graphic design to inform and entertain.
On the Web
Graphic designers have long been involved in web design. Combining visual communication skills with the interactive communication skills of user interaction and online branding, graphic designers often work with web developers to create both the look and feel of a web site and enhance the online experience of web site visitors.
Graphic design history
Early
Page from the Book of Kells: Folio 114v, Decorated text. Tunc dicit illis
The story of graphic design spans the history of humankind from the caves of Lascaux to the dazzling neons of Ginza. In both this lengthy history and in the relatively recent explosion of visual communication in the 20th and 21st centuries, there is sometimes a blurring distinction and over-lapping of advertising art, graphic design and fine art. After all, they share many of the same elements, theories, principles, practices and languages, and sometimes the same benefactor or client. In advertising art the ultimate objective is the sale of goods and services. In graphic design, "the essence is to give order to information, form to ideas, expression and feeling to artifacts that document human experience."[2]
The paintings in the caves of Lascaux around 14,000 BC and the birth of written language in the third or fourth millennium BC are both significant milestones in the history of graphic design and other fields which hold roots to graphic design.
The Book of Kells is an early example of graphic design. It is a lavishly decorated hand-written copy of the Gospels of the Christian Bible created by Celtic monks around 800AD.
From 1891 to 1896 William Morris' Kelmscott Press published books that are some of the most significant of the graphic design products of the Arts and Crafts movement, and made a very lucrative business of creating books of great stylistic refinement and selling them to the wealthy for a premium. Morris proved that a market existed for works of graphic design in their own right and helped pioneer the separation of design from production and from fine art. The work of the Kelmscott Press is characterized by its obsession with historical styles. This historicism was, however, important as it amounted to the first significant reaction to the stale state of nineteenth-century graphic design. Morris' work, along with the rest of the Private Press movement, directly influenced Art Nouveau and is indirectly responsible for developments in early twentieth century graphic design in general.
Modern
Saul Bass's poster for the film The Man with the Golden Arm - a highly regarded[attribution needed] work of graphic design as is its groundbreaking title sequence, also by Bass.
The signage in the London Underground is a classic of the modern era and used a font designed by Edward Johnston in 1916.
In the 1920s, Soviet Constructivism (art) applied 'intellectual production' in different spheres of production. The movement saw individualistic art as useless in revolutionary Russia and thus moved towards creating objects for utilitary purposes. They designed buildings, theater sets, posters, fabrics, clothing, furniture, logos, menus etc.
Jan Tschichold codified the principles of modern typography in his 1928 book, New Typography. He later repudiated the philosophy he espoused in this book as being fascistic, but it remained very influential. Tschichold, Bauhaus typographers such as Herbert Bayer and Laszlo Moholy-Nagy, and El Lissitzky are the fathers of graphic design as we know it today. They pioneered production techniques and stylistic devices used throughout the twentieth century. The following years saw graphic design in the modern style gain widespread acceptance and application. A booming post-World War II American economy established a greater need for graphic design, mainly advertising and packaging. The emigration of the German Bauhaus school of design to Chicago in 1937 brought a "mass-produced" minimalism to America; sparking a wild fire of "modern" architecture and design. Notable names in mid-century modern design include Adrian Frutiger, designer of the typefaces Univers and Frutiger; Paul Rand, who, from the late 1930s until his death in 1996, took the principles of the Bauhaus and applied them to popular advertising and logo design, helping to create a uniquely American approach to European minimalism while becoming one of the principal pioneers of the subset of graphic design known as corporate identity; and Josef Müller-Brockmann, who designed posters in a severe yet accessible manner typical of the 1950s and 1960s.
An important point was reached in graphic design with the publishing of the First things first 1964 Manifesto which was a call to a more radical form of graphic design and criticized the ideas of value-free and purely commercial design. This was massively influential on a generation of new graphic designers[citation needed] and contributed to the founding of publications such as Emigre magazine.
Saul Bass designed many motion picture title sequences which feature new and innovative methods of production and startling graphic design to attempt to tell some of the story in the first few minutes. He may be best known for his work for Otto Preminger's The Man with the Golden Arm (1955).
Milton Glaser designed the unmistakable I Love NY ad campaign (1973) and a famous Bob Dylan poster (1968). Glaser took stylistic hints from popular culture from the 1960s and 1970s.
David Carson has gone against the restrictiveness of modern designs. Some of his designs for Raygun magazine are intentionally illegible, featuring typography designed to be visual rather than literary experiences.
The Rio album cover for Duran Duran designed by Malcolm Garrett. Illustration by Patrick Nagel. Fine art illustrations are used in graphic design, but are not usually considered graphic design until typography is applied.
A Boeing 747 Air Force One aircraft. The cyan blue pattern, the US flag, presidential seal and the lettering were all designed at different times and combined in this one final design. Graphic design is applied in virtually every organization or society. There are virtually no limits to the size and applications of graphic design.
The cover of Never Mind the Bollocks designed by Jamie Reid - a classic piece of 'anti-design' postmodern graphics
Graphic design tools
The primary tool for graphic design is the human mind. Critical, observational, quantitative and analytic thinking are required for page designing layout and rendering. If the executor is merely following a sketch, script or instructions (as may be supplied by an art director) they are not usually considered the author. The eye and the hand are often augmented with the use of external traditional or digital image editing tools. The selection of the appropriate one to the communication problem at hand is also a key skill in graphic design work, and a defining factor of the rendering style.
In the mid 1980s, the arrival of desktop publishing and the introduction of graphic art software applications introduced a generation of designers to computer image manipulation and 3D image creation that had previously been laborious. Computer graphic design enabled designers to instantly see the effects of layout or typographic changes without using any ink in the process, and to simulate the effects of traditional media without requiring a lot of space. Traditional tools such as pencils or markers are often used to develop graphic design ideas, even when computers are used for finalization.
Computers are generally considered to be an indispensable tool used in the graphic design industry. Computers and software applications are generally seen, by creative professionals, as more effective production tools than traditional methods. However, some designers continue to use manual and traditional tools for production, such as Milton Glaser.
There is some debate whether computers enhance the creative process of graphic design.[3] Rapid production from the computer allows many designers to explore multiple ideas quickly with more detail than what could be achieved by traditional hand-rendering or paste-up on paper, moving the designer through the creative process more quickly.[4] However, being faced with limitless choices does not help isolate the best design solution and can lead to designers endlessly iterating without a clear design outcome.
New ideas can come by way of experimenting with tools and methods, be they traditional or digital. Some designers explore ideas using pencil and paper to avoid creating within the limits of more sophisticated tools. Others use many different mark-making tools and resources from computers to sticks and mud as a means of inspiring creativity. One of the key features of graphic design is it involves selecting the appropriate image making tools out of it's ability to generate meaning rather than preference.[5] Some graphic design ideas are created entirely in the mind, before approaching any external media.
A graphic designer may also use sketches to explore multiple or complex ideas quickly[6] without the potential distractions of technical difficulties from software malfunctions or software learning[citation needed]. Hand rendered comps are often used to get approval of a graphic design idea before investing what would be too much time to produce finished visuals on a computer or in paste-up if rejected. The same thumbnail sketches or rough drafts on paper may be used to rapidly refine and produce the idea on the computer in a hybrid process. This hybrid process is especially useful in logo design[7] where a software learning curve may detract from a creative thought process. The traditional-design/computer-production hybrid process may be used for freeing ones creativity in page layout or image development as well[citation needed]. Traditional graphic designers may employ computer-savvy production artists to produce their ideas from sketches, without needing to learn the computer skills themselves.
Graphics
From Wikipedia, the free encyclopedia
This article needs additional references or sources for verification.
Graphics (from Greek ; see -graphy) are visual presentations on some surface, such as a wall, canvas, computer screen, paper, or stone to brand, inform, illustrate, or entertain. Examples are photographs, drawings, Line Art, graphs, diagrams, typography, numbers, symbols, geometric designs, maps, engineering drawings, or other images. Graphics often combine text, illustration, and color. Graphic design may consist of the deliberate selection, creation, or arrangement of typography alone, as in a brochure, flier, poster, web site, or book without any other element. Clarity or effective communication may be the objective, association with other cultural elements may be sought, or merely, the creation of a distinctive style.
Graphics can be functional or artistic. Graphics can be imaginary or represent something in the real world. The latter can be a recorded version, such as a photograph, or an interpretation by a scientist to highlight essential features, or an artist, in which case the distinction with imaginary graphics may become blurred.
Contents
• 1 History
• 1.1 Drawing
• 1.2 Painting
• 1.3 Printmaking
• 1.4 Line Art
• 1.5 Etching
• 1.6 Illustration
• 1.7 Graphs
• 1.8 Diagrams
• 1.9 Symbols
• 1.10 Geometric design
• 1.11 Maps
• 1.12 Photography
• 1.13 Engineering drawings
• 1.14 Computer graphics
• 1.15 Web graphics
• 2 Use
• 2.1 Business
• 2.2 Advertising
• 2.3 Political
• 2.4 Education
• 2.5 Film and animation
• 3 Graphics education
• 4 Famous graphic designers
• 5 Examples
• 6 See also
• 7 External links
• 8 References
History
The earliest graphics known to anthropologists studying prehistoric periods are cave paintings and markings on boulders, bone, ivory, and antlers, which were created during the Upper Palaeolithic period from 40,000 - 10,000 B.C. or earlier. Many of these were found to record astronomical, seasonal, and chronological details. Some of the earliest graphics and drawings known to the modern world, from almost 6,000 years ago, are that of engraved stone tablets and ceramic cylinder seals, marking the beginning of the historic periods and the keeping of records for accounting and inventory purposes. Records from Egypt predate these and papyrus was used by the Egyptians as a material on which to plan the building of pyramids; they also used slabs of limestone and wood. From 600-250 BC, the Greeks played a major role in geometry. They used graphics to represent their mathematical theories such as the Circle Theorem and the Pythagorean theorem.
Drawing
Main articles: Drawing and Technical drawing
Drawing generally involves making marks on a surface by applying pressure from a tool, or moving a tool across a surface. Common tools are graphite pencils, pen and ink, inked brushes, wax color pencils, crayons, charcoals, pastels, and markers. Digital tools which simulate the effects of these are also used. The main techniques used in drawing are line drawing, hatching, crosshatching, random hatching, scribbling, stippling, blending, and shading.
Drawing is generally considered distinct from painting, in which colored pigments are suspended in a liquid medium and are usually applied with a brush. Notable great drawers include Sir Michael Ash and Leonardo da Vinci.
Painting
Main article: Painting
In the Middle Ages, paintings were very distorted; for example, people on a castle wall appeared disproportionately large because they were the painting's focus. Later, realism and perspective became more important, characterized by the technique of looking through a wire mesh to precisely copy dimensions onto a corresponding grid drawn on canvas. During the Renaissance, artists took a non-mathematical approach to drawing. Giotto di Bondone and Duccio di Buoninsegna made great advancements in perspective drawing, using symmetry, converging lines and foreshortening. Many renaissance painters also used fresco - painting directly onto walls - a technique which finds its prototype in cave and rock art. Graphics of this kind, from 30-40,000 years ago, have survived in Australia and France. A modern day equivalent is the mural.
Printmaking
Main article: Printmaking
Printmaking originated in China after paper was invented (about A.D. 105). Relief printing first flourished in Europe in the 15th century, when the process of papermaking was imported from the East. Since that time, relief printing has been augmented by the various techniques described earlier, and printmaking has continued to be practiced as one of the fine arts.
Line Art
Main article: Line art
Line art is any image that consists of distinct straight and curved lines placed against a (usually plain) background, without gradations in shade (darkness) or hue (color) to represent two-dimensional or three-dimensional objects. Line art is usually monochromatic, although lines may be of different colors.
Etching
Main article: Etching
Etching
Etching is an intaglio method of printmaking in which the image is incised into the surface of a metal plate using an acid. The acid eats the metal, leaving behind roughened areas, or, if the surface exposed to the acid is very thin, burning a line into the plate. The process is believed to have been invented by Daniel Hopfer (circa 1470-1536) of Augsburg, Germany, who decorated armour in this way, and applied the method to printmaking.
Etching is also a preliminary step in lithography. The Dutch artist M.C. Escher mastered the technique to perfection, specialising in etchings of impossible structures and oriental interlocking designs.
Etching is also used in the manufacturing of printed circuit boards and semiconductor devices.
Illustration
Main article: Illustration
An illustration of a character from a story; also, an illustration of illustrations
An illustration is a visualisation such as a drawing, painting, photograph or other work of art that stresses subject more than form. The aim of an illustration is to elucidate or decorate a story, poem or piece of textual information (such as a newspaper article), traditionally by providing a visual representation of something described in the text. The editorial cartoon, also known as a political cartoon, is an illustration containing a political or social message.
Illustrations can be used to display a wide range of subject matter and serve a variety of functions, such as:
• giving faces to characters in a story
• displaying a number of examples of an item described in an academic textbook (e.g. A Typology)
• visualising step-wise sets of instructions in a technical manual
• communicating subtle thematic tone in a narrative
• linking brands to the ideas of human expression, individuality and creativity
• making a reader laugh or smile
• for fun (to make laugh) funny
Graphs
Main article: Graphs
A graph or chart is a type of information graphic that represents tabular, numeric data. Charts are often used to make it easier to understand large quantities of data and the relationships between different parts of the data.
Diagrams
Main article: Diagrams
A diagram is a simplified and structured visual representation of concepts, ideas, constructions, relations, statistical data, etc, used to visualize and clarify the topic.
Symbols
Main article: Symbols
A symbol, in its basic sense, is a conventional representation of a concept or quantity; i.e., an idea, object, concept, quality, etc. In more psychological and philosophical terms, all concepts are symbolic in nature, and representations for these concepts are simply token artifacts that are allegorical to (but do not directly codify) a symbolic meaning, or symbolism.
Geometric design
Maps
Main article: Maps
A map is a simplified depiction of a space, a navigational aid which highlights relations between objects within that space. Usually, a map is a two-dimensional, geometrically accurate representation of a three-dimensional space.
One of the first 'modern' maps was made by Waldseemüller.
Photography
Main article: Photography
One difference between photography and other forms of graphics is that a photographer, in principle, just records a single moment in reality, with seemingly no interpretation. However, a photographer can choose the field of view and angle, and may also use other techniques, such as various lenses to distort the view or filters to change the colours. In recent times, digital photography has opened the way to an infinite number of fast, but strong, manipulations. Even in the early days of photography, there was controversy over photographs of enacted scenes that were presented as 'real life' (especially in war photography, where it can be very difficult to record the original events). Shifting the viewer's eyes ever so slightly with simple pinpricks in the negative could have a dramatic effect.
The choice of the field of view can have a strong effect, effectively 'censoring out' other parts of the scene, accomplished by cropping them out or simply not including them in the photograph. This even touches on the philosophical question of what reality is. The human brain processes information based on previous experience, making us see what we want to see or what we were taught to see. Photography does the same, although the photographer interprets the scene for their viewer.
Engineering drawings
Main article: Engineering drawings
An engineering drawing is a type of drawing that is technical in nature, used to fully and clearly define requirements for engineered items. It is usually created in accordance with standardized conventions for layout, nomenclature, interpretation, appearance (such as typefaces and line styles), size, etc.
Computer graphics
A graphic from the video game OpenArena.
Main article: Computer graphics
There are two types of computer graphics: raster graphics, where each pixel is separately defined (as in a digital photograph), and vector graphics, where mathematical formulas are used to draw lines and shapes, which are then interpreted at the viewer's end to produce the graphic. Using vectors results in infinitely sharp graphics and often smaller files, but, when complex, vectors take time to render and may have larger filesizes than a raster equivalent.
In 1950, the first computer-driven display was attached to MIT's Whirlwind I computer to generate simple pictures. This was followed by MIT's TX-0 and TX-2, interactive computing which increased interest in computer graphics during the late 1950s. In 1962, Ivan Sutherland invented Sketchpad, an innovative program that influenced alternative forms of interaction with computers.
In the mid-1960s, large computer graphics research projects were begun at MIT, General Motors, Bell Labs, and Lockheed Corporation. D. T. Ross of MIT developed an advanced compiler language for graphics programming. S.A.Coons, also at MIT, and J. C. Ferguson at Boeing, began work in sculptured surfaces. GM developed their DAC-1 system, and other companies, such as Douglas, Lockheed, and McDonnell, also made significant developments. In 1968, ray tracing was invented by Appel.
During the late 1970s, personal computers became more powerful, capable of drawing both basic and complex shapes and designs. In the 1980s, artists and graphic designers began to see the personal computer, particularly the Commodore Amiga and Macintosh, as a serious design tool, one that could save time and draw more accurately than other methods. 3D computer graphics became possible in the late 1980s with the powerful SGI computers, which were later used to create some of the first fully computer-generated short films at Pixar. The Macintosh remains one of the most popular tools for computer graphics in graphic design studios and businesses.
Modern computer systems, dating from the 1980s and onwards, often use a graphical user interface (GUI) to present data and information with symbols, icons and pictures, rather than text. Graphics are one of the five key elements of multimedia technology.
3D graphics became more popular in the 1990s in gaming, multimedia and animation. In 1996, Quake, one of the first fully 3D games, was released. In 1995, Toy Story, the first full-length computer-generated animation film, was released in cinemas worldwide. Since then, computer graphics have become more accurate and detailed, due to more advanced computers and better 3D modelling software applications, such as Cinema 4D.
Another use of computer graphics is screensavers, originally intended to preventing the layout of much-used GUIs from 'burning into' the computer screen. They have since evolved into true pieces of art, their practical purpose obsolete; modern screens are not susceptible to such 'burning'.
Web graphics
Another example of signature art used on web forums
In the 1990s, Internet speeds increased, and Internet browsers capable of viewing images were released, the first being Mosaic. Websites began to use the GIF format to display small graphics, such as banners, advertisements and navigation buttons, on web pages. Modern web browsers can now display JPEG, PNG and increasingly, SVG images in addition to GIFs on web pages. Plugins expand the web browser functions to display animated, interactive and 3-D graphics contained within file formats such as SWF and X3D.
Most modern web graphics are made with either Adobe Photoshop, the GIMP, or Corel Paint Shop Pro. However, users of Microsoft Windows mostly have MS Paint, which many find to be lacking in features.
Numerous websites have been created to host communities for web graphics artists. A growing number of people use Photoshop, GIMP and Paint Shop Pro to create internet forum signatures - generally appearing after a user's post - and other digital artwork, such as photo manipulations and large graphics.
Use
Graphics are visual elements often used to point readers and viewers to particular information. They are also used to supplement text in an effort to aid readers in their understanding of a particular concept or make the concept more clear or interesting. Popular magazines, such as TIME, Wired and Newsweek, usually contain graphic material in abundance to attract readers, unlike the majority of scholarly journals. In computing, they are used to create a graphical interface for the user; and graphics are one of the five key elements of multimedia technology. Graphics are among the primary ways of advertising the sale of goods or services.
Business
Graphics are commonly used in business and economics to create financial charts and tables. The term Business Graphics came into use in the late 1970s, when personal computers became capable of drawing graphs and charts instead of using a tabular format. Business Graphics can be used to highlight changes over a period of time.
Advertising
Advertising is one of the most profitable uses of graphics; artists often do advertising work or take advertising potential into account when creating art, to increase the chances of selling the artwork.
Political
The use of graphics for overtly political purposes - cartoons, graffiti, poster art, flag design, etc - is a centuries old practice which thrives today in every part of the world. The Northern Irish murals are one such example.
Education
Graphics are heavily used in textbooks, especially those concerning subjects such as geography, science and math, in order to illustrate theories and concepts, such as the human anatomy. Diagrams are also used to label photographs and pictures.
Educational animation is an important emerging field of graphics. Animated graphics have obvious advantages over static graphics when explaining subject matter that changes over time.
The Oxford Illustrated Dictionary uses graphics and technical illustrations to make reading material more interesting and easier to understand. In an encyclopedia, graphics are used to illustrate concepts and show examples of the particular topic being discussed.
In order for a graphic to function effectively as an educational aid, the learner must be able to interpret it successfully. This interpretative capacity is one aspect of graphicacy.
Film and animation
Computer graphics are often used in the majority of new feature films, especially those with a large budget. Films that heavily use computer graphics include the Harry Potter films, Spider-Man and War of the Worlds.
Graphics education
The majority of schools, colleges and universities around the world educate students on the subject of graphics and art.
The subject is taught in a broad variety of ways, each course teaching its own distinctive balance of craft skills and intellectual response to the client's needs.
Some graphics courses prioritize traditional craft skills - drawing, printmaking and typography - over modern craft skills. Other courses may place an emphasis on teaching digital craft skills. Stilllother courses may downplay the crafts entirely, concentrating on training students to generate novel intellectual responses that engage with the brief. Despite these apparent differences in training and curriculum, the staff and students on any of these courses will generally consider themselves to be graphic designers.
The typical pedagogy of a graphic design (or graphic communication, visual communication, graphic arts or any number of synonymous course titles) will be broadly based on the teaching models developed in the Bauhaus school in Germany or VKhUTEMAS in Soviet Russia. The teaching model will tend to expose students to a variety of craft skills (currently everything from drawing to motion capture), combined with an effort to engage the student with the world of visual culture.
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