Images to analyse in dissertation

Triboro were asked by Nike to create an advertising campaign for Nike products to be launched in New York City, the designs concept was simple but effective as they cleverly removed parts of the typography in the classic Nike logo to change it to say NYC. This then created an iconic look that was transferred to many different platforms such as taking out stitching on already made Nike cap, advertising within sport events and many art murals across the city. The design doesn’t change its iconic look too much, as it’s still the same typeface, still the same logo but it has been edited to read something different, that’s why it is successful because it not only represents the brand, it represents the Nike brand within the city of NYC. Although changing the typography altered the logo, the iconic Nike tick symbol was still easily recognisable with the brands iconic tick along side the new typography. The Nikes logo is recognisable as it has been used for many years but not only that it is successful because of its simplicity in design. Its simple design allows for it to be used on any product at any size, in any colour, this helps to create an overall simple yet effective brand recognition.     

The second piece of design chosen was a poster from Josef Muller Brockmann, the design is poster for a festival in Zurich 1959, this poster is purely typographic and it was created in a classic Swiss design style. The Swiss design movement first emerged in the 1920’s but was really developed in Switzerland during the 1950’s, the movement trademark styles incorporated geometric layouts that used grids, sans-serif typefaces and the use of shapes instead of images. The poster utilises all the key aspects of Swiss design to create a simple yet effective and legible piece of communication. A clear use of a 5 column grid was used to layout and align the supporting information with the festivals new spanning cross all five columns to create emphasis and show its importance, the columns made the layout successful as a type hierarchy was created within the us layout of type in the grids columns. A use of two typefaces were successful as it helps emphasise the posters type hierarchy and made the posters information more efficient to read, and the use of only san-serif types was in keeping with the overall Swiss Aesthetic design of the poster. 

The third piece of design chosen was a piece by Paula Scher, the piece of design is the Atlantic Theater Company brand identity. Paula was asked to create a design that would “Raise its institutional profile and stand out in the city’s crowded arts landscape.”  To start with Paula Scher created a typography logo were the a’s counter in the name ‘Atlantic theater company’ were blocked out creating a shape similar to that of a spotlight, this was appropriate as a spotlight is a key feature in any theater production. The whole Identity is then based around the shape taken from the spotlight shapes A in the typographic logo and used across the theaters branding used on letter heads and other official documents, and is used to be the base shape for promotional materials linking all present and future promotional materials together, creating a recognisable and successful branding identify.