Week 2: Complex Simplicity - Story told
Lecture: Story Told
This lecture was quite interesting as it walked us through the challenges graphic designers face when creating identities that need to blend national identity with strategic design elements. The interview with Colophon Foundry emphasised the significance of thorough research, especially in designing multilingual typefaces for global brands.
Their work involved collaborating with Smorgasbord, a Cardiff-based design agency, in which they developed a new typeface for the Welsh Government's board of travel.
It was fascinating to see how the designers at Colophon Foundry arrived at a solution for the design of a new typeface to support a national identity. Although in the early stages of research, finding examples became quite challenging.
“We did a lot of research through Welsh typography and the Welsh language and quickly found that when you search for Welsh typography, you get a lot of pastiche and not great-looking references” (Harrington, E. 2023).
Eventually, the designers at Colophon Foundry became familiar with Celtic and Medieval styles of typography and combined this with the project's brief, which was to create a modern Sans Serif typeface with notes of heritage to Wales.
The new typeface also serves a purpose for Welsh readers, being the first-ever Welsh typeface. The Welsh alphabet features 28 characters, unlike the English, which has 26. The other two characters, known as digraphs (Ll and Dd), have been designed as ligatures, giving a new meaning to non-Welsh speakers and furthermore showing off Wales’ identity to the world.
The case study on Negus & Negus and their task of designing British Airways' identity provided a historical journey. The evolution of the logo from 1973 to 1997 reflected the changes in cultural and political landscapes, showcasing a deliberate effort to evoke British identity and heritage.
The transition to Landor Associates' redesign in 1984 reflected the impact of privatisation on British Airways' visual identity. The subsequent shift in 1997 by Newell & Sorrell brought a global and customer-centric approach, symbolised by the 'World Image' tail fin designs, which, though bold, faced initial criticism.
The lecture highlighted the challenges graphic designers face when balancing national identity with global appeal. The tabloid reaction to Newell & Sorrell's design decisions illustrated the pitfalls in navigating this delicate intersection.
Research Task:
Gather a range of pressing issues that are being discussed in your local area.
Consider the forms of communication that are being used to raise awareness about these problems, what methods are working and what could be done better?
In my local Village of Caerleon, there are several significant issues under discussion, including new home developments at the old Caerleon University Campus and the proposal for a railway station. The communication methods for these matters involve both online and offline channels.
Online platforms such as Wales Online and the Local Council's social media channels and websites produce updates and information about the developments. This is beneficial for swiftly reaching a large audience, particularly those who are digitally connected.
In addition to online communication, traditional methods are also utilised. Physical mail, in the form of trifold leaflets, is employed to share building proposals with residents. These leaflets detail information about the proposals, including timelines and objectives.
A noteworthy point is the inclusion of invitations to group discussions in the leaflets. This allows residents to engage more deeply with the proposals, pose questions, and express concerns in a face-to-face setting. This approach adds a personal touch and encourages community involvement.
While the current communication strategy effectively combines online and offline methods, there is room for improvement. Exploring additional online platforms for interactive discussions and seeking feedback from residents could enhance the overall effectiveness of communication and ensure it meets the diverse preferences within the community.
