Bill Bernbach

- What is Art direction?

: Use design technique to intentionally evoke on emotional response from someone when they read, use, visit

With out Art Direction, it becomes easily forgotten, and will be a dry experience

Alexey Brodvitch

Tutorial with Clinton

Identity of City, Journey

: 꿈을 꾸는 행위에 대한 정리, 꿈을 꾸는 것은 결국 여정이 아닌가? -> Reading the city 도시를 읽어가는 것, 그것 역시 꿈의 과정과 관련해서 생각해보면

같은 여정이지 않을까? - 꿈과 도시를 걷는 것의 공통점 : 결국은 기억만 남는 것 아닌가

꿈의 기억을 다시 그려내는 것, 도시를 내 자신만의 방법으로 재창조하는 것 : City mapping 도시를 정의하는 요소

도시를 정의하는 것은 무엇인가?

꿈을 정의하는 것은 무엇인가?

-> 다시한번 생각해볼 필요가 있을 것이다.

나의 프로젝트를 발전시킬 수 있는 방법에 대해 조사할 것

디자이너로서 주관성과 앞으로의 장래 어떤 곳에서 어떠한 일을 하고싶은지에 대해 고민을 해볼 필요가 있다

Self Identity

Subjectivity : 주관성

phenomenology : 현상학에 대한 연구와 조사 - 어떻게 활용될 수 있을 것인가? 단순히 꿈에 관한 것에 국한되지 말고 조사할 것

Style, Personal methods

Use myself as a tool for evaluation(본인의 정체성, 디자이너로서의 정체성)

methodology

지극히 주관적인 작업을 하는 이유에 대해 : Dream Project

단순히 나의 관심이 있는 주제가 아니라 이와같은 주제를 통해 내가 어떠한 주제에 대해 접근하는 태도를 기르고 그것을 어떠한 디자인적인 방법으로 풀어내는 방법을 익힐 것

그러한 방법론을 세우기 위해서는 먼저 자신에게 흥미있는 주제로 접근하는 것이 좋다고 생각했음

개인 프로젝트의 의의에 대해

#꿈 프로젝트에 관해

Edward Ruscha

1) The Dice Man : Random event from dice throwing

: 자신이 가지고 있던 작업물에서 주사위를 던지면 나오는 숫자에 따라 무작위로 어떠한 행위를 하는 것

2) Tristan Tzara -> To make a dadaist poem

To make a Dadaist poem:

• Take a newspaper.
• Take a pair of scissors.
• Choose an article as long as you are planning to make your poem.
• Cut out the article.
• Then cut out each of the words that make up this article and put them in a bag.
• Shake it gently.
• Then take out the scraps one after the other in the order in which they left the bag.
• Copy conscientiously.
• The poem will be like you.
• And here are you a writer, infinitely original and endowed with a sensibility that is charming though beyond the understanding of the vulgar.

7) Ideas on "nothingness"

Visualize between thought and expression(thinking, drawing, writing)

represent idea - How do you make that happen

- Doing somthing to get idea

(행동을 먼저 할 것 : 아이디어가 떠오르기를 기다리는 것이 아니라 손이 먼저, 몸이 먼저 움직일 것)

Drawing의 목적

 : Speaking your self - conversation communicate with myself

: developing ideas

Theme topic

1) Ethics

2) Critical appraisal  -> How to critique design?

3) Self-Identity

4) Epistemology

5) Styles

6) Colour -> As a language, how should we approach?

7) Public opinion(audience) - popular views of design(market place) - Public digest,value

8) Discussion between Art and Design

9) Trend

10) Globalization, Homogeneity

11) Environment - How much do you consider about it?

12) Impact of technology

- How does your MA project relate to the history of your subject area?

-> Where doest it comes from?

-> Why am I doing this?

1. Critically evaluate theories or ideas to your design practice intentions within a defined design field.

2. Identify and apply strategies contexts and methods appropriate to your practice.

3. Initiate, develop and test familiar and unfamiliar methodologies via risk taking and problem finding/solving in relation to practice.

4. Articulate an investigation and analytical approach to your body of work critically engaging with a varied range of theoretical and/or practical sources.

5. Formulate and apply critical framework by which to develop a substantive position for your practice individually or collaboratively.

Text, Metaphor - everyday research

- using yourself as research subject(tool) - Listening your sense, observing your feeling(reaction)

- information is not just data

stroller, lounger(Flaneur)

Counter the normal behavior

designate the fleeting, experience of life the city

As graphic  designer -> city as graphic resource.

Patrick Keiller - reference

The notion of wandering

Image the city as its ~

= wire and pipe(drawing from the background)

= reflection(illusion)

= volumes of air and lights and space between structures

= flows and rhythms of goods, traffic, peoples.

= memories

The city generates material text(signpost, shop signs, billboard, newspaper...) -> write its own story daily

City as branded

Whole surface - poetic surface(poetry is not just written by words or tex), continue growing

range of form that letter can be made of - material affect the word

Keeping move your eye level

ambiguity <-> duplicity, synonymous

letterform - building as a text

disobey and reveal the flow of the city

walk around with particular intention

Forming your own writing (have your own language) - including writing, speaking...(presentation)

- Open-up possibilities(own your personal language)

-> broaden to your style of work

Parole Language

***To explore language as means of generating new concepts and angles for practice.

단어에 익숙해져야 그것에 대한 새로운 정의를 발견할 수 있다 -> find more diverse ways to explore.

A personal lexicon

Etymology -> 어원에 대한 조사. ex) 꿈에 대한 어원의 조사

Design - purpose, planning that exist behind an fact and action

-> not only creating new but arrange allocate compose designate

Draw - 언어가 가지고 있는 다양한 의미 visualize its meaning

However. 항상 언어에 압도되지 말 것.

Screen -> ambiguous space : Text space -> communication space

Text<->image (battle ground)

Fashion - it is not only related with clothing. it also related with peoples manner

-> fashionable people : it doesn't mean people wearing clothes well.

Object : thing presented to the mind

Material(matter) -> between thought and imgaination

-> the matter between A and B (항상 다른 두 개의 관계사이에서 일어나는 것들을 명시)

***Generate your wordlist emerge from your project (Working with words)