Penguin Random House UK design Awards Non-fiction book cover design decoded Brief.

BA (Hons) Illustration - Level 05

OUIL503 Responsive - Studio Brief 1

BRIEF TITLE: Penguin random house uk design awards 2015

BRIEF: Create a book cover for the non-fiction book ‘freakononomics’. The client asked for a design that hints at the various subjects covered in the book in a humorous enlightening way, illustrating the many topics that bedevil us daily such as parenting, crime, politics, etc. the book asks provocative and profound questions and aims to change the way people see the world, therefore the client requires a cover to entice and intrigue the viewer to do so.

Product	Tone of Voice
•      Book cover design •      Imaginative concept that will attract the specific target audience and a contemporary readership. •      Original interpretation •      All elements of the cover must work together as a cohesive whole including text and titles. •      Text (title) must be effective and eye catching on its own to make it stand within a crowded bookshop. •      BE DIFFERENT.	Witty, entertaining, enticing, provocative, questioning.
Audience	Context
·      Adults who are interested in seeing the world  and cultural issues in a different light. ·      People who are interested in politics ·      Intellectuals	Penguin book Book shop

Mandatory Requirements	Deliverables
Cover must include all the cover copy as supplied (placement of logo, registration, crop marks) and be designed inside the design template given (B format, 198mm high x 129mm wide, spine mm wide) •   Submitted as a PDF •   300ppi •   CMYK •   5mm bleed •   Ideally colour managed to ISO Coated 39 or ISO Uncoated 29 (optional) •               Maximum file size 5 meg	Supplied as a PDF - include the front cover only on the first page of the PDF and a full cover spread (front, spine and back cover) on the second page of the PDF.

after discussion, me and Joe decided the quote ‘the darker the night the brighter the moon’ is the most suitable and interesting quote for us to use. we felt it was the perfect metaphor for the darker the paper the better the work.  I found this image the most inspiring for our idea, I like the idea of peeling back the moon to reveal the brand name that is responsible for the remarkably black paper. also we could experiment with designing the ladder the man is stood on the same shape of fedriogni’s logo.

Rob Ryan's work and creative presence

Rob Ryan is a prime example of a creative who has considered how he's work can exists within the service industry, adapting he's practice and broadening he's potential outcomes to adhere to the contempary creative market 

'Although he views himself first and always as a fine artist, his intricate papercut work adapts itself readily to many other mediums including ceramics, textiles, homewares and even jewellery.'

below i have screen shotted the 'shop' section of he's website to highlight just how many realms of design/merchandise he has tailored he's work for. 

Contextual reference

after discussion, me and Joe decided the quote ‘the darker the night the brighter the moon’ is the most suitable and interesting quote for us to use. we felt it was the perfect metaphor for the darker the paper the better the work. 

crit

Could create a series, keep the same format and replace the imagery in the moon. Possibly gather different quotes and use a different quote for each design. Shakespere quotes?

by end of day- final idea for concept.
what we are producing exactly
how we are presenting ir

Project proposal after session with Aly

Project Rationale

What are you proposing to do? (Product, Range & Distribution)

EVERYDAY IN ISOLATION A Celebration of the ordinary. Creating illustrations that people can relate to, and find familiarities in. Seek comfort in shared habits/routines/scenarios Unnoticed moments Evidencing things we take for granted on a day to day basis. Potential Range of products from idea: ·       Single illustrations that could work as a set of prints, ·        a book ‘unoticed moment’ eg. ·       Postcards or/and a book of postcards. -What we’ve done today, what we’ve seen. Comit it to a postcard. ·       Photoframe of mundane everyday occurrences ·       Food diary- on crocory.-(plate with food on)-illustrating food onto the item that keeps the food. ·       Home wear - ·       Washing up equipment–illustrate the scene -piles of washing. – yotam ottolenghi ·       Shaving mirror – with illustrations of the activity around in. ·       Everyday, seasonal, calendar- thing on each page that is associated with that day, something you’ve done.

What do you want achieve?

By capturing everyday occurrences I hope this will create a connection with the audience. Illustrating scenes that perhaps go unnoticed until they are captured and revisited – allowing you to take a closer look, and allowing it to be appreciated for what it was. Moments or routines we would usually take for granted as we have deemed them as ordinary. I want my work to create a positive attitude towards the everyday life instead of thinking of it as something to pass the time until something ‘unordinary’ happen. ·       Starting point illustrating everyday item, unnoticed moments. Everyday in isolation. ·       produce a flexible product range that illustrates different ordinary items, and unnoticed moments to make the viewer view the everyday as a special moment captured in time. Every product made, design HAS BEEN CONSIDERED. – we just take it for granted

What do you want learn from doing it?

Seeing the value in everyday items, unnoticed moments reflecting on things that have been captured that we take for granted when they are actually happening. I want to try and make a final resolution images that are adaptable to different forms of outcome that can work really well in different formats and medias.

THEMES / SUBJECTS What Themes/Subjects will form the content of your work for this module? This should include Theoretical and non- creative based content and concerns. This section should identify your consideration of the social, cultural, ethical and creative concerns of contemporary practice

GENERAL THEMES: Everyday routines ·       Putting on make-up ·       Getting ready in the morning ·       Going to bed ·       Journeys ·       Food ·       Places ·       Comfort ·       Objects ·       Scenes ·       Products ·         SPECIFIC SUBJECTS: ·       Ordinary ·       Appreciation ·       Noticing special moments we take for granted, as we don’t expect to find moments of joy in them. – Giving the luxury to reflect. ·       Trying to capture Practical objects so the design can be appreciated and not overlooked as they are on a day to day basis - the function is paramount to the form.

PRACTICAL & CONCEPTUAL APPLICATION What areas of Illustration do you intend to investigate in relation to the practical and conceptual, production / distribution of work in response to selected briefs.

SPECIFIC DISCIPLINARY AREA: Finding out peoples routines – to collect commonalities Make a note of objects I use on a day to day basis Photograph –ANYTHING and then evaluate when I get home finding things I didn’t notice in the scene when I first took the picture. Collage Investigate independent artist book publishers Line drawings Digital printing Mix media AUDIENCE/CONTEXTS: ·       Home owner ·       –people who are interesting in form and function. ·       People who are interested in nice things where design has been considered. ·       People who appreciate Form composition, lighting use of media. ·       Nostalgic art. ·       People interested in art work where they can appreciate craft element- artisty, ·       Someone who loves the fact everyday scenes has been turned into art. ·       Even thought we have not experienced it we can connect to it. – selling point. One moment in time we can all connect with but all have a different feeling towards it. PRODUCTION / Distribution Methods:

CONTEXTUAL REFERENCES Identify areas of professional/creative practices that will inform the contextualization of the work that you produce. This should include specific illustrators, studios, practitioner’s and products as well as broader creative disciplines and methods of Production / Distribution.

ILLUSTRATORS / DESIGNERS / STUDIOS: Rob ryan Norman rockwell

CREATIVE SKILLS What practical skills do you intend to further develop and apply during your project. What do you intend to use the skills for. Consider extending the use of skills that you already have in order to deliver work of a higher standard as well as identifying new skills that you will need to develop.

Take one image to develop and use different medias to find method I like, once found, produce illustrations in final resolution, postcard format.  Images of everyday items being used as everyday items:  use Photoshop to see how the image can be used on different everyday object, such as soft furnishings, homewears.

KEY TEXTS. List a selected number of books, articles and texts that are central to your proposed area of practice. These should include a combination of design and non-practice based books, theoretical texts as well as visual publications. You should include a list of relevant websites

Interior design, ceramics, alessi, grason perry. Wayne hemmingwhere The uncommon life of common objects.