Tuesday, 18 December 2018

Brief: Oriental Dollz

Brief: Create a Fashion Publication based on Racial Discrimination. 

Name: " Oriental Dollz"

Oriental Dollz is a Sex publication about "Asian" women. 

The publication shows how "Oriental" women are objectified and sexualised, seen as " exotic" and "mysterious" (Edward Said, 1978).


Branding

Create a Logo for "Oriental Dollz" a modernised approach, relates to Edward Said's (1978) theory of modernity. 

Initial Ideas 









The colour palette of pink came from the blossom trees which Originates from the Orient. The type face is: Active Grotesk. The reasoning for this type is because it is San Serif which is contemporary, which plays on the idea of modernity. The type relates to a Western audience. The feedback given was to perhaps explore type from the East and explore different possibilities with combining type. This relates to the concept of Sanskrit. However, another person stated, that this idea was be misleading and perhaps introducing the idea of Cultural Appropriation. 

During the critique, it was stated not to apply the star as this does not relate to context and may does not make sense with the text. The 3-D type effect is more effective and the use of contrast colours works effectively. 

Creating a Visual Logo which relates to the concept of Oriental Dollz. This reminded me of traditional Japanese Dollz. Also relating to Edward Said's theory that "Oriental" is stereotyped with China and Japan. 

Development




The Visual Logo was developed further by applying an Outershadow on Illustrator. This creates a more realistic, 3-D approach towards the Logo Design. The feedback given by exploring 3-D type was explored through development, However in my opinion, the design lacked originality and modernity. It lost the cliche idea of the West. 




Further Development 



During the critique, it was stated to make the body appear slimmer as this will create a cliche approach towards the design. I developed the design further by applying Japanese type which relates to context, with the definition of Japanese Dolls. It was stated to create a lighter background to make the doll stand out more and to make the shadow more visible. 

Final Branding


 For this design I wanted the colour scheme to be consistent with the visual logo. As the contrast colour scheme is successful I adapted this however in a more pastel aesthetic to relate the idea of something looking innocent and pure. The combination of Japanese Type relates to context but also establishes the idea of division. The use of the Western type appearing larger relates to Edward Said's (1978) theory of the Western minority being higher and the East been perceived as inferior.
This idea was playing with a simple primary colour scheme of Black, White and Pink. The concept of Black and White to address stereotypes. The pink being included which relates to the blossom trees. 

Collaterals

Poster Designs



The colour is consistent relating to the final logo designs. The idea of combining visuals was suggested to create more interest to the poster, as the poster looked too simple and text heavy. The use of blossoms flowers creates the idea of a symbol, which will make the reader interpret the theme of the "Oriental". The backlash from these designs was the designs looked "too pretty" and didn't emphasise the effect of the words. The design aesthetic does not relate to context. However in my opinion, the designs relates to Edward Saids (1978) theory of knowledge, perhaps racism's said without knowing the effect of it, the idea of the designs looking simplified creates this aesthetic. 

Applying Collaterals into Context




Business Card Designs 







These mockups show designs for the brand into collaterals, for instance posters, flyers and business cards. The feedback given was the designs with the nude background was more focused on the culture of Japan. This doesn't relate to Edward Said's (1978) theory of the East, where he also focuses on the religion Islam. Perhaps include designs which covers complexity and all these cultures which Edward Said (1978) states. 


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