Studio Brief 03 - Research - Exhibition Space

The exhibition will be held in Leeds Central Library, in Room 700. 

The exhibition space also influenced most of the design decisions, as the identity needed to fit and appropriate for the space. The circles upon the ceiling, encouraged the use of circles within the design, as it meant it would be a cohesive, recurring theme. The blank, white canvas of the space, also fitted well with the decision to use the bright colours of CMYK, which will add vibrancy to the exhibition space. The contemporary feel of the identity, the vibrant colours, and modern, sans serif typeface, contrasts against the building of the library and the history of traditional printing and the events.

The space was also quite small, therefore this needed to be considered within the deign and way finding, the identify couldn't be too overwhelming out over the top, as it needed to suit and fit within the small exhibition space, within Leeds Central library.

Studio Brief 03 - Name Ideas

• Analogue
• Substrate
• Foundations of Leeds
• What made Leeds?
• Stamped
• Stamped Out
• Found in Leeds
• CMYK in Leeds

After some consideration, we decided on the name 'Substrate' as a group, as this is a work that directly links to the process of screen printing.

Substrate Meaning:

'an underlying substance or layer.'

Studio Brief 03 - Initial Ideas

One of the first initial ideas was to use half tone pattern, using just pure black and white, to focus the exhibition more on the prints and not to take the attention away from the designs. This worked well as it associated the identity with screen printing; however it did not account for all the methods of traditional print. Black and white was also discussed, as to not have a strong enough identity for the exhibition, colours are needed to convey personality.

Handmade paint marks and patterns, made from varied and mixed media. Although this idea coincided with the traditional methods of print well, it didn’t fit with the contemporary aesthetic, or the colours of CMYK, which were the main components of the identity. 

Splitting and slicing the text using lines and circles, was supposed to represent the literal meaning of the word, ‘Substrate’ itself.

Using overlayed circles using low opacity, in the colours of CMYK. This re created the method and feel of screen printing itself. However it made the page too busy and the text was hard to see, it also seemed like an approach which was too obvious.

Flat CMYK colour would be the best to use and the best to print, using black and white as contrasting colours for text and body text. Also splitting the word into three layers was a design decision that was kept , as not only did it look contemporary, but it also visually represented the meaning of the word.

Studio Brief 03 - Final Crit - Exhibition Branding

Studio Brief 02 - Final Crit - Screen Print Posters

Studio Brief 02 - Evaluation

The design meets the design proposal and brief in the way that it is celebratory of both Slung Low, their achievements and performances but also the city of Leeds itself, specifically so; the area of Leeds Dock. The print successfully celebrates the aims of Slung Low and what they represent and want to communicate to their audience. The interactive feature of the print, reflects the nature in which Slung Low perform and how they involve the audience, especially so in how they make theatre available for everyone from all different backgrounds. Therefore celebrating the arrival of Slung Low to Leeds and how in the past 10 yeas they have used the space and the city to their best ability. The print also celebrates the play of Moby Dick itself and how Slung Low made the performance unique and different to anywhere else that has performed it.

 The design decisions which were successful were the colour choices, as it reflects the contemporary and modernist approach that Slung Low take int heir performances and how they involve people from all walks of life. The colours also successfully contrast against the dull, grey tones of the city and brings vibrancy, just as those performances bring the areas of the city to life. Although through feedback, it was stated that the design should maybe use these grungy, rural colours to mirror and represent those places they rehearse and perform, however it means that the vibrant colours would stand out more, and more people would notice the print and interact with it, which is what the intentions were. Feedback also stated that the main imagery on the poster wasn’t distinguishable, and many wouldn’t know what it was, which could be seen as a negative point, however it brings intrigue to the print, and people will want to know more and look further. Also when the text is added to the back, it becomes apparent what the print is celebrating. 

 In conclusion the print is successful as it celebratory of Slung Low’s ethics and ideals, and reflects how their performances bring people together. As everyone can have a piece of the poster and join together to make the full picture. It is also successful in bing unique and different, which is what Slung Low strive to achieve. Although the screen print didn’t turn out perfectly, this just adds to the personality and distressed look of the print, which reflects the city of Leeds itself. 

Studio Brief 02 - Final Poster

 The print itself has been designed to be double sided and to be interactive with the audience, just as Slung Low’s performances are. The idea was the poster becomes individual tickets, which can be teared off and used to attend the to recreation of the play, or just to keep as a memento. Slung Low’s ideology, is that the audience pays what they think the show deserves. Therefore tickets play on this motto, and also on their belief that theatre should be available to everybody and anybody, and money and class shouldn’t play a part. As a result this print and the individual tickets, play an interactive role that anyone walking past can be a part of.