Scanning technique
For the logo, Tone it down, I wanted to play with the words and show a sense of movement of the type moving down the image. The Frank Ocean publication package design was one of the inspirations. The designer experimented with type using a scanning technique. The scanning technique includes the logo being printed onto a paper. This paper is the moving whiles the scan is scanning the image. I felt this dead works well with this concept as the type can be exaggerated and manipulated. The technique also has the aesthetics of breaking the rules, including the notion of being unique and feeling different. The nature of the publication will be expressive to convey the meaning of braids expressing a cultural identity. The use of the scanner picking up colours created an element of loudness which I wanted to communicate within the publication. Overall, this technique was successful in communicating a concept for the brand. However, in some experimentations the type appeared unreadable. Therefore, a few trial and errors took place. To develop this further, I could touch up the images on Photoshop ensuring there is a high contrast.
Photo Booth technique
This experiment shows type which is manipulated using the Photo Booth software. For this process, I printed of the logo 'Tone it down' and then applied on effect when photographing it on the Mac. The effects manipulate the typeface, which create an interesting result. The intention was to manipulate the type to convey a sense of movement. However, the effects did not relate to the downward movement, the concept was lost. Therefore, this technique was not successful compared to the scanning technique. Overall, I wasn't satisfied with the aesthetics of the logo.
Type
For the type collected in the research, I selected the important topics discussing the main issues with braids in the media. The type explores the topics of: history- slavery, boxer braids, cultural appropriation, experiences- people being called unprofessional fo wearing braids, and credit braids. The publication will also credit the fashion brand, Femme Luxe Finery as their clothes were used for the shot. This could be developed further by creating a fashion look book, with the hidden message of braids and representation within the media.
Layouts
The layouts were influenced by the graphic design studio Hort. These thumbnail will help bring variation towards the publication. the thumbnails will also help design an order for the publication. The layouts will show the type being more bold and emphasising the importance to the issue. These layouts will be developed further by using Illustrator.
Colour
The colour scheme will be monochrome to communicate the message of race but also create an urban aesthetic towards the brand. However, the colour red will be used as an additional colour inspired by Hort but also communicate the message of power and strength. But also convey the idea of danger, that perhaps people are uneducated about the issue with braids and that people actions have consequences which may upset individuals without realising.
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