Studio Brief 03 - Gradient Poster Idea

An experiment using a gradient of CMYK, using the same layout, of the text and framed arrows, with circles placed in the background using the gradient, was a breakthrough. The design also showed the layering, which directly associated to Substrate, as the gradient, circles and text were all overlayed. A design decision was taken to develop this idea further; as it was the most stimulating and lively piece, which captured the vibrancy of the City of Leeds itself. This design was going to be the basis of what the flyer and catalogue would be based on, therefore all collateral would be cohesive. 

Studio Brief 03 - Logo and Poster Development

Using flat colour of CMYK, other ideas were experimented with. Using pure colour combinations of CMYK and white, different layouts of posters were developed. Using blocked colour, seemed too structured and also didn’t include the initial ideas of circles. 

Above is the logo that we decided on as a group, however without the coloured background, the layer typography, suggested the layers of screen printing. It also gave the identity and contemporary and modern aesthetic. It also made it easier to fit upon all different medias and collateral and could be produced with different colours and materials throughout.

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