Sunday, 28 October 2012

OUGD502 PPP2 - Sectors

“The role of design is to improve quality of life and, in challenging economic times, it can show people another way. Through innovation and creativity we can find tangible new solutions to everyday problems.” Martin Temple CBE, Chairman of the Design Council.

Task; Identify 5 examples of Professional practice that you have documented on your blog. Analyse the work in relation to which sectors it has been produced for. Evaluate the success to which the work fulfils its role from the point of view of Sectors and services.

1//  Service Industries; The creative Industries; Advertising/ Graphic Design. 

This example of work has been produced for Stoke Mandeville Hospital in Buckinghamshire and In my opinion I feel that this is a high quality design with a good standard of amenity, which would contribute positively to making Stoke Mandeville better for people 'enriching the existing'. It would improve the character and quality of the area, through the remembrance of World War 2 veterans & the efforts of pioneering Doctor... Sir Ludwig Guttmann. 

Economic Sector/ Private Sector - Run by myself without government involvement.
Tertiary Sector - This example of professional practice has been produced to provide a service, for both entertainment and healthcare.
Quaternary Sector - You could argue that the plaque has been produced for the economy based on intellectual activities of culture and scientific research, raising awareness of the Doctor co-incides with raising awareness of the Paralympics, a sporting event designed for rehabilitation, which is ultimately funding scientific research and information technology (Prosthetics)

You could also bring in the activities associated with the manufacturing of the finished good, and in this sense I'd have to include the Secondary sector because it was produced using engineering.

2// Service Industries; ( primarily to generate revenue ) Sportswear industry, Wholesale and Retail. Creative Industries; Graphic Design, Advertising, Television. 

The client for this piece of work is 'Nike' who intended to display the design during the 2010 football season. From the POV of sector and services I'd definitely say its a functional design, The San- Serif font displays a futuristic dynamic appearance which signifies that they're possibly trying to push boundaries as they're moving forward with their use of type. It's function is to represent their team accordingly.

Economic Sector/ Private Sector - Services are delivered for profit but may benefit society in terms of 'Footballer recognition'.
Tertiary Sector - serves a purpose. Produced on a commercial scale for retail and wholesale sales BUT also for the purpose of television entertainment/ media.
Secondary Sector - You could also argue that it's a manufactured finished good which involves an aspect of textile production.

It's quite a tricky one to place but the football kits also provide a service (football recognition) that is free until point of purchase, meaning this example could be included in the 'Governments departments' of the public sector 'Department for Culture Media and SPORT'

3// Service Industries; Transport/ ( Information & Way-finding ) Tourism, Transport, storage & communication. Creative Industries; Graphic Design, primarily used for the communication of visual material.

The image displays a range of Info-graphics developed for an Airport. Used for both decoration and orienteering.

Economic Sector/ Public Sector - Concerned with providing basic government owned services as oppose to revenue. The composition of public sector varies by country, but in most countries public sector services include public transit. Government departments include; Department of transport, Department for international development.
Tertiary Sector - Activities associated with transportation and services.
To a certain extent I'd say that these info graphics consisted of intellectual activities associated with our education and culture, so could they be fall into the Quaternary Sector? The info-graphics provide a visual representation of activities that we wouldn't understand without some prior knowledge of way-finding or culture. 

4// Service Industries; Involved with food services. Creative Industries; Advertising, Graphic Design (Brand Identity)

The public sector would have little involvement in the actual development / manufacturing of this brand but because their producing food for consumers, they'd have to abide by regulations implemented by the government e.g. Department of Health, Department of food and Agriculture. 
On the other hand, the majority of this brand will be ran by individuals for profit, hiring and creating jobs for who they see fit etc. This means its not state controlled making it mostly part of the Private sector.

Depending on the business's ethos, they're more than likely to buy from suppliers who're involved in harvesting produce and farming cattle (Butchers). Making it part of the Primary sector. 
Tertiary Sector: the more obvious Industry sector, the business provides a restaurant, meaning it provides a service.

5// Service Industries; 'Transport, storage & communication'. This type of way-finding doesn't primarily fall under any sub-domains of the creative industry, but it does however 'advertise' on a non-creative level, it communicates with an audience, persuading them to follow the curve of the arrows.

No purpose for profit, making it part of the economy thats concerned with providing basic government/ state owned services (Public Sector) The way-finding provides a service thats free at the point of delivery, if someone was coming out of this junction who was a 'non-payer' they'd still be entitled to use the way-finding to orient themselves (A benefit to the whole of society) - Department for Local Government, Department of transport?

What is Industrial experience? Study task 3

What is Industrial experience? 
  • Gaining a perspective on how a business operates
  • Experience on a commercial business, developing your understanding of processes and productions used...
  • Paid work in a working and fully functional business
  • Developing work for a specific clientele, with their aims and objectives in mind, for the purpose of progress and money

  • A way to show potential employers that you are ready to work in a professional environment
  • A chance to learn
  • Interaction and relationship building with other designers
  • A chance to learn

How do you get Industrial experience?
  • Publicity & Advertisement, often achieved through live briefs, work experience, and most importantly self-promotion
  • Networking
  • Working to the fullest of your ability, all the time
  • Taking advantage of every opportunity and resource that's available
  • Enquiring and gathering information on suitable prospects that co-exist with your design direction
  • Approaching studios

  • Doing things the right way (DO NOT CUT CORNERS)
  • Listening to whats happening around you
  • Be willing, be attentive, educated, informed, interested, polite & know what your talking about
  • Have a portfolio/ samples of your work to show them
  • Speaking to professionals, whenever and wherever you can

What are your concerns about Industrial experience?
  • Speaking professionally during the delivery of my designs etc
  • Is it harder...and if so/ how much harder to get industrial experience abroad on a similar wage to the UK

  • Not getting enough experience
  • Presenting myself professionally 
  • Not having the appropriate skills for the work you have to produce
  • Getting a broad experience, such as foreign placements and how to get them
  • Choosing the right direction or studios appropriate to the work you want to produce
  • Being treated poorly by a studio, e.g. only running menial errands
  • How to approach studios

What can you learn from Industrial experience?
  • A benchmark of standards
  • A knowledge of a businesses ethos and how this effects the delivery of its products
  • (Ethics, Approaches, thinking etc)
  • Informs your own practice/ decisions
  • How to speak to other designers in a professional manner
  • Broadens overall knowledge/ skill set
  • How to better your portfolio
  • Shows potential employers that you are ready to be placed in a professional context
  • Business way of thinking > Revenue, Costs, External factors, SWOT, PEST
  • A realisation of future ambitions

What form/ format could Industrial experience take?// Who can offer you it.
  • Live briefs
  • Companies who use freelance designers
  • Studios
  • External candidates e.g. Museums/ Galleries
  • Websites
  • Corporate businesses
  • Independent designers
  • Tutors
  • LCA

  • Sectors, design could literally take any form, one minute you could be designing the identity for a business, the next you could be designing specific signage for a sector in a hospital.
  • People you know
  • Not-for-profit Businesses

What do you need?
  • Confidence
  • A good portfolio/ samples of work
  • Attentive, positive attitude
  • A professional manner
  • Be open to possibilities
  • Enthusiasm 
  • Commitment
  • Management skills
  • Organisation

  • Motivation/ Determination
  • Interest in the area you work for

What areas of Industry are you interested in?

  • I've always been fascinated by creative Illustration and how this could be introduced to the development of a companies branding, as an example I've chosen to use Adidas Originals (casual sports apparel). The trefoil logo has been apart of their heritage since it began, however its still managed to maintain its uniqueness through an exceptional variety of product themes.
  • Corporate Branding - creating something unique that facilitates a product/ range of products. Affecting the perceptions of the Corporate brand in a way I want it to! what makes this area of industry so engaging is the fact that the general public will come into contact with your designs.
  • Combining typography with photography, I've realised not everything has to be digital and sometimes hand rendered and 3D form can look a lot more eye catching and unique than a digital display. After gaining some experience using the laser cutter, I'm confident that I'll develop this approach for one of my briefs this year!
  • Digital/ web design - The thought of ever creating interfaces had never crossed my mind but it appealed to me in the sense that you could still be really creative through simple sketches & soon everything will be digital, and soon everything will need a website. 'Learn the rules, So you can break them'.
  • Advertising/ Interactive design (Shaping digital things for people to use) I really think as times change, as will the way most of advertising is produced!

Summarise your research in a set of 10 short but qualified statements that communicate your understanding aims and ambitions relating to industrial experience.

1// Understanding the ethos and productions of an industrial environment will certainly help me develop work for a specific clientele based on their aims and objectives in mind.

2// Experience is key, finding work placements in such places as a 'printers' will provide an insight into how things work on a commercial scale and will improve my understanding of the correct terminology to use before entering an industrial environment.

3// Massively improving my presentational skills so that I'm able to effectively communicate the purposes and functionalities of my ideas. 

4// Gaining a perspective on how a studio operates will also give me the opportunity to evaluate and critique my work compared to the standards of working professionals. "You could be in the top ten of your class, but that's not so great if that top ten is in the bottom ten of the UK"- Fred Bates.

5// Never underestimate online resources; developing an online presence is better than no presence at all, I need to expand my online portfolio's and begin working with websites such as 'Behance'...the importance of this has already been highlighted by other students who have attracted attention.

6// Never limit my ambitions, with the right attitude, determination and knowledge, you can succeed.

7// Continuously enquire and gather information on suitable prospects that coincide with your design direction.


9// Developing a body of work that effectively communicates your aims and ambitions in the form of a portfolio (Online & Visual) is essential for others to view your work in a professional manner. This will help you distinguish and diversify yourself against other designers.

10// Make sure everything you do is worth the time and commitment, never do work for free, unless it benefits you. Never put yourself in a position that you can't get out of. Always think of the expenses. Be willing, but be smart. 

Wednesday, 24 October 2012

The industrial Economy

The UK Economy is the - 

  • The 7th largest in the world
  • The 3rd largest in Europe
  • & is one the most globalised countries...

What is an industry sector?
  • A goods-producing segment of an economy
  • An area of the economy in which businesses share the same or a related product or service

Primary sector 

The primary sector of the economy extracts or harvests products from the earth. The primary sector includes the production of raw material and basic foods. Activities associated with the primary sector include agriculture (both subsistence and commercial), mining, forestry, farming, grazing, hunting and gathering, fishing, and quarrying. The packaging and processing of the raw material associated with this sector is also considered to be part of this sector.

Secondary sector -

The secondary sector of the economy manufactures finished goods. All of manufacturing, processing, and construction lies within the secondary sector. Activities associated with the secondary sector include metal working and smelting, automobile production, textile production, chemical and engineering industries, aerospace manufacturing, energy utilities, engineering, breweries and bottlers, construction, and shipbuilding.

Tertiary sector - 

The tertiary sector of the economy is the service industry. This sector provides services to the general population and to businesses. Activities associated with this sector include retail and wholesale sales, transportation and distribution, entertainment (movies, television, radio, music, theater, etc.), restaurants, clerical services, media, tourism, insurance, banking, healthcare, and law.

Quaternary sector -

The quaternary sector of the economy consists of intellectual activities. Activities associated with this sector include government, culture, libraries, scientific research, education, and information technology.

Quinary sector - 

Some consider there to be a branch of the quaternary sector called the quinary sector, which includes the highest levels of decision making in a society or economy. This sector would include the top executives or officials in such fields as government, science, universities, nonprofit, healthcare, culture, and the media.

Why are industry sectors important?

They make it possible to Predict trends, by dividing an economy into different sectors with defined similarities allows for a more in-depth analysis of the economy as a whole. You can start to look at Regional, National, International... Whatever the localised practices, they can be compared on a global scale.

Why do you need to be aware of economic sectors?

It allows you to develop an awareness of where you can benchmark yourself, allowing you to develop a strategy and become more aware of the competition in each of the sectors. On a whole it can make your practice unique and tailored to fit into a specific area. You can almost predict where competition is thriving and where it is less prevalent.

The service Industries;  An industry made up of companies and organisations that primarily generate revenue through providing often intangible products or services. Service industry companies are involved in real, transport, distribution, food services, a swell as other service dominated business's, also called Service sector or Tertiary sector. 

Service industries can be divided into 3 further sectors...

PUBLIC SECTOR: The part of the economy concerned with providing basic government, state or publicly owned services. ////// The composition of the public sector varies by country, but in most countries public sector services include the police, military etc...

The public sector usually provides services that are free at the point of delivery and a non-payer cannot be excluded from (such as street lighting, emergency services...) These services are often of benefit to the whole of society rather than just the individual who uses them (such as public education, local government, NHS).

They are services that develop and encourage the development of equal opportunities.*******

PRIVATE SECTOR: The part of the economy that is not state controlled and is run by individuals and companies for profit. the private sector encompasses all for profit businesses that are not owned by or operated by the government. In most free-market economies, The private sector is the sector where most jobs are held. Which differs from countries where the government exerts considerable power over the economy like in the people's republic of China.

The part of national economy is driven by private enterprise and investment. it includes the personal sector and the corporate sector and is responsible for allocating, distributing or accessing most of the resources within an economy.

These services are delivered for profit and are usually only by accessed by payment which may benefit the society as a whole.

THIRD SECTOR:  The part of the economy that includes voluntary or not-for-profit sectors or organisations. the third sector includes voluntary and community organisations, professional associations, self-help groups and community groups.

TSO's Third Sector Organisations - "An intermediary space between business and government where private energy can be deployed for public good" Jim Joseph.

The presence of a large non profit sector is sometimes seen as an indicator of a healthy economy in local and national financial measurements. The non profit sector is increasingly central to the health and well being of society.

Service industries include - 
  • Creative industries
  • Education and health // social work
  • Financial and Business services
  • Hotels and Restaurants
  • Other social and personal services
  • Public administration and Defence
  • Real Estate and Renting
  • Tourism
  • Transport storage and communication 
  • Wholesale and Retail trade

THE CREATIVE INDUSTRIES // Refers to a range of economic activities which are concerned with the generation and exploitation of knowledge and information. They may variously also be referred to as the cultural industries (especially in Europe) or the creative economy.

This is a broad concept of domain in which the activities related to creative work creation or production are carried out, it could be a synonymous term for the entertainment industry.

In general, it's a set of service enterprises that engage in economic activities originating in individual skill, creativity, and talent and which furthermore have the potential for wealth and job creation.

Creative industries - 
  • Advertising
  • Architecture
  • Art and antique markets
  • Crafts
  • Designer fashion
  • Film, video and photography
  • Graphic design
  • Software, computer games and electronic publishing
  • The visual and performing arts
  • Publishing
  • Television
  • Radio
  • Music industry
  • Film industry
  • Animation industry
  • Game industry.

"Design is the thread that connects ideas and discovery to people and markets" The business of design, The Design Council 2005

  • 185,500 designers are generating £11.6 billion in annual turnover
  • 62% of designers are under 40
  • 31% of design businesses are based in London ( 69% isn't )
  • 59% of design companies employ fewer than 5 people
  • Over 50% of UK design businesses work in communications, digital and multimedia design.

Working in the creative industries - there are 3 main types of companies working in the creative industries 
- Design studios/ consultancies
- In-house design teams
- Freelance designers

Disciplines in the creative industries

Communication design
Product and industrial design
Interior and exhibition design

Communication design

Graphic design & Illustration
Retail and Promotion
Publishing and Editorial
Product and Packaging
Branding and identity
Information and way-finding
Type & typographic design
Print & production
Digital and multimedia design.

50% of designers working in communication design also work in digital and multimedia design. These 2 areas are the most integrated disciplines within the creative industries. they service all sectors of local, regional, national and inter nation economic sectors.


Who is looking after our interests

D&AD - Design and art direction network
RSBA - Royal society of british artists
BIPP - British institute of professional photographers
AOI - Association of illustrators


Creative england ( Follow on twitter )
Creative & cultural skills
Creative Coalition Campaign

Useful Information


Sunday, 7 October 2012

OUGD502 // Areas of Interest

Group: 6 peers.

After defining 10 examples of design that illustrate my fields of creative interest. Our ten images were then collated, totalling a minimum amount of 60 images that we could analyse and dissect. Placing the imagery into various categories/ sub-categories - As you can see from the photograph below, we had an extensive list of categories, partly because not one single item fell under one specific label.'

Hand rendered illustration
Retail Branding
Fashion advertising
Magazine layout
Photo montage
Web design
Corporate identity

For example; 

Some people might include the photograph above just under 'Photography' however  it displays many more aspects of creative fields than that... Illustration, Photography, Handcraft and 3D form. 

As a group we then tried to categorise and place the breadth of our findings into TEN specific niche's that represented a broad range of Graphic Design. Which was for the purpose of answering the following questions: 

Who is the client?
Who is the intended audience?
What is its function?
What is the budget?
Where is it from?
Who is the designer/ studio?

10 Filtered decisions/ Answers...

Corporate Brand Identity

- Who is the client? = Attido
- Who is the intended audience? = Business's that seek tailor made solutions to fit their customer needs
- What is its function? = To represent the brand and solve corporate problems, tailored specifically to that problem
- What is the budget? = HIGH - the website displays a large range of deliverables
- Where is it from? = It has bases in Finland, Latvia, Estonia & the UK
- Who is the designer/ Studio = Bond - design agency.

Football Branding/ Identity/ Sporting Industry/ typography.

Who is the client? = NIKE
Who is the intended audience? = The 2010 football season representing Nike football clubs, satisfying Football enthusiasts.
What is its function? = The San- Serif font displays a futuristic dynamic appearance which signifies that they're possibly trying to push boundaries as they're moving forward with their use of type. It's function is to represent their team accordingly.
What is the budget? = EXTENSIVE - Huge company - heat-pressed design. 
Who is the designer/ Studio = Stewart Scott Curran - 
Where is it from?  = Atlanta USA (Designer)

Logo design/ Branding  

Who is the client? = The High Brow
Who is the intended audience? = Men in need of a haircut who appreciate vintage, modern designs.
What is its function? = To Appeal to the modern Gent in a popular style.
What is the budget? = Probably not too large, but if you look at it from an Independant business's POV the cost could be quite substantial, minimising costs the designer was paid to only design her ideas and concepts.
Who is the designer/ Studio = Stylist; Shirley Tokuda & Ian Vadas designer = Collaboration
Where is it from?  = San Francisco

Food Packaging/ Branding / Advertising.

Who is the intended audience? = 'Nutastic people' who are attracted by brightly coloured packaging and stuck between the decision of these and KP Nuts.
What is its function? = To protect the product a swell as; Attract, Stand out and provide personalised fun 
What is the budget? =High - rebrand/ Illustrator employed, aswell as the creation of a whole new typeface.
Who is the designer/ Studio = International design agency Pentagram, lead by partner Michael Bierut, he created a new visual identity and packaging solution ‘that would help establish as a distinctive brand’. Based around a bright and distinctive colour palette, organic, heavy line-weight character illustrations (their hidden arms giving them a childlike cheek but innocent personality), a loose, ‘hand rendered’ proprietary typeface alongside an uncoated unbleached material choice, the design solution successfully mixes the playful, conversational and tactile to capture the brand’s youthful, personal and wholesome sensibility.
Where is it from?  = USA.

Global Corporate identity/ Branding/ Logo

Who is the client? = FedEx, Global Logistics.
Who is the intended audience? = General Global audience seeking the service of transportation. Public sector.
What is its function? = To represent the brand, its a syllabic abbreviation of the name of the company's original air division, Federal Express, which was used from 1973 until 2000. (Simple, recognisable, forward thinking & movement - conveys speed - transportation.
What is the budget? = Un-obtainable - Obviously high for the scale of the business as it's Global. But for the profit return, it might not be so bad, the company is obviously successful because its logo is voted in the top 5 most successful Brand logo, alongside McDonalds, Starbucks etc.
Who is the designer/ Studio = Richard Runyon 1973 - rebranded by Leader creative. 
Where is it from?  = USA

Motion graphics/ 3D/ Video editing/ Layout.

Who is the client? = Channel 4/ More 4
Who is the intended audience? = Public viewers/ People who own a television set
What is its function? = A lot of More4's programming is about making things and the creative aspect involved in this process. 'Man vs Machine' made these 'flippers' to eventuate this idea, the short film provides the channel with a brand identity and re-inforces the fact that your watching their channel, the thought of 'its better than other channels' shows through the effort/ passion and time put into their identity.
What is the budget? = High - Rebranding a channel, especially in this way would mean expenses would quickly buck up, due to the creation and filming of 'flippers'.
Who is the designer/ Studio = MANVSMACHINE - Design and Motion studio -
Where is it from?  = United Kingdom.

Photography/ Illustration/ 3D Form.

Who is the client? = Icon magazine
Who is the intended audience? = Designers/ Readers
What is its function? = To attractively illustrate the topic of Food, looking at the overlooked world of food design. Cover illustration for Icon magazine 104, concerning the Future of Food.  Inspired by 3D food printer technology.
What is the budget? = Low-scale, One off production.
Who is the designer/ Studio = French design and art studio 'Zim & Zou'
Where is it from?  = France.

Web design/ Layout & Composition

Who is the client? = James Griffin// blog -
Who is the intended audience? = Graphic Design enthusiasts & anyone interested in print and design with a graphic response.
What is its function? = To educate designers of other design work that is becoming popular. Educating them on new styles and new ways of working.
What is the budget? = Low - Designed and created for his own blog, meaning he didn't have any external costs because he was doing all the work himself.
Who is the designer/ Studio = James Griffin
Where is it from?  = West midlands //UK.

Editorial/ Page layout/ Composition, Photography

Who is the client? =  Premiss - political magazine
Who is the intended audience? = An Audience familiar with the subject of Politics
What is its function? = "As each edi­tion is theme based, we cre­ated a lay­erred feel­ing, mak­ing the theme the most impor­tant fea­ture of all — in front. In the mid­dle, we cre­ated a photo sec­tion on dif­fer­ent paper stock, invit­ing a new pho­tog­ra­pher or artist for each issue. This issues theme: privacy." 
What is the budget? = Medium (Depends on the quantity of their order) - Not a well known magazine but still a full issue design, which hasn't cut corners.
Who is the designer/ Studio = Heydays design studio - Amsterdam
Where is it from?  = Norway - Amsterdam 

Illustration/ Typography/ Photography/ Mixed Media.

Who is the client? =  Elm Cafe 
Who is the intended audience? = Readers of Elm Cafe's magazine. People who visit the cafe/ General public.
What is its function? = To promote an article in Elm Cafe's in-store magazine.
What is the budget? = Medium - Photographer and illustrator hired to create and develop the design you see above. 
Who is the designer/ Studio = Josh Holinaty and Aaron Pederson from << A very interesting and dynamic webpage, appealing to my fields of creative interest.
Where is it from?  = Canada - Edmonton.

About Me

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Leeds College of Art. Graphic Design.

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