BRIEFS::::::

BRIEFS CHOSEN:::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
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Does the environment create typography or typography create the environment?
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Explore your environment and discover the type that is lurking – often unobserved – or there for all to see. Seek out typographic forms or structures that create typographic compositions either in their own right as a single object or as an intersection of elements creating a juxtaposition
of typography.
Take these observations, interpret them in your typographic exploration and create a bespoke design piece based on your discovery. This should not only be limited to the Roman alphabet, each different geographic location and typographic
designer in different language regions should be able to distinguish unique typographic arrangements relative to their language and
environment.
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THE BRIEF
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Your aim is to create a typographic information piece(s) based on your observations and research. The format could be a publication, book, poster (or a combination of these) or a screen-based piece – website, DVD or animation
from your chosen local area and language to demonstrate typographically your observations
and interpretations.
Going back to the title of this project, your typographic piece could be expressed three dimensionally – taking your typography back out into the public environment. Sculptural form, light and shadow and the perception
of three dimensional forms could be used
to advantage to create an interpretative
experience. Capture this expression and
people’s interaction with your composition through photography or video etc to be
included as part of your submission.
Your typographic layouts need to show creative and innovative use of type to express your discovery. Of course, sensitive use of typography,
with legibility, hierarchy of information, typographic experimentation and a coherent approach to layout should be integral to your visual presentation of this brief.
The graphic execution must also reflect your consideration of production opportunities and techniques. If choosing print-based media, how should it be printed? What alternative substrates or materials could be used that may present interesting opportunities that support your typography and layout? Layering, trans-lucency, tactile form expression could be used, to name a few, for print-based executions.
A screen-based approach could develop an interactive piece or animated sequence. Be innovative and explore the medium. Intelligent use of editing, sound, motion, image interaction and overlay etc. offer great opportunity for a typographic-based expression.
Whatever approach you adopt it must visually intrigue and stimulate the observer.
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TARGET MARKET
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Designers, architects and students engaged in design and lovers of typography.
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THREE MINUTES
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Two years ago we published a project titled 33.
It offered an opportunity for the broadest interpretation
of this value. The responses ranged,
in subject, from the full catalogue of cabinets (A–D) in the south-east corner of the St Bride Library Reading Room, the typography of a car, through to a study of a Sheffield public toilet (male) with a bonus 30 minute soundtrack of the toilets in use (interesting sensory experience).
The opportunities are similar with this very ‘open’ brief which, we hope, will foster a wide range of interpretations – What has happened? What can happen? What would you like to happen? Your shortest/longest kiss? How long you can hold your breath? The time it takes to get ready in the morning? The time it takes you to run 100 metres . . .
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THE BRIEF
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This is a brief for innovative thinking and one which can be fun. Our only proviso is that you do not select the lyrics of a song as that theme
is used in Project 02.
Your only production parameter (for print submissions) is the use of a single A1 sheet. How you use the sheet is your choice. There
are no limits on colours, material/stock, printing methods and binding/finishing methods.
It could be a single broadsheet or could be used to develop a multi-sheet format.
Consider use of litho/screen print/folding/creasing/piercing/embossing/foil blocking/binding. You must also include a proposal for some method of packaging/mailing.
Alternatively, you may treat this through an interactive piece or an animated sequence. Either way, make it informative, eye-catching, fascinating, compelling – and suitable for the market.
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TARGET MARKET
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Identify your ideal employer/client, on graduation, and impress them.
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