8 October 2012

10 Extremes of Graphic Design

Our PPP workshop was based on all of the images we had chosen as our design influences for the previous task. From this, we identified that there was an incredibly large breadth of work and possibilities within graphic design, which we were asked to try and identify. 
In our group we ended up without about three lists, because there was always a chance to be more specific, like promotion - music promotion - music promotion for rock/pop/alternative...etc etc etc. 

We also got asked to identify the pieces that we found to be the most different to each other in terms of avenues of graphic design, and from there we had 6 questions to work as a group. 

  1. What is the client?
  2. Who is the intended audience
  3. What is the function?
  4. What is the budget?
  5. Where is it from?
  6. Who is the designer/studio?


1.The client is Starbucks themselves.

2.Starbucks is intended to reach a mass audience, but specifically, they position themselves in an adult focussed market, residing in urban areas, who are mainly educated and middle class, and can afford to pay extra for what they describe as 'premium gourmet coffee'. Another emerging market is college age and post graduate individuals who live in urban areas. They believe that the urban area is their main focus because cities have more young educated professionals living there, who they consider to be better off financially, and are therefore more likely to drink premium coffee.

3.The primary function of the logo is to represent the identity of the company, however, Starbucks is an international brand, that has in recent years become incredibly fashionable, so now not only does the branding act to represent the company, it also acts as a piece of iconography and is used as a powerful marketing tool, which creates another area of revenue for the company.

4.The budget of a global company like Starbucks is likely to be quite sizeable, particularly as the recent rebrand is to celebrate their 40th anniversary. In 2010 an estimated 97.6 million was set aside for marketing purposes, so it is likely to be a portion of this money, although I couldn't comment on how big the slice of this marketing pie would be for the branding.

5.Starbucks began in 1971 in Seattle, America.

6.Starbucks created the logo using their in house design team and branding strategists Lippincott.


1.Parra is an illustrator hired on commissions, but one of the presumed clients he has is Rockwell, a streetwear brand.

2. The audience for the street wear brand and this style of illustration is young adults aged 18-25, who have an interest in skating, sub culture, and urban and street wear.

3. The illustration functions as a piece of decoration designed for print or apparel, with no real meaning behind it. Purely created for visual/aesthetic reasons.

4. The budget for a piece like this is likely to be small, as it is produced on a small scale and sold for a relatively low price.

5. The designer is based in Holland.

6. The designer, as mentioned before goes by the name Parra.

Harvest Fine Tea

1. The client is Norwegian Coffee and Tea House Crema.

2. Based on the price ($20) and the quirky, high end design of the packaging, the audience is likely to be middle/upper class professional and educated adults, aged around 25-40 (this is the only age bracket I can see paying for this). They are likely to be creative professionals who appreciate good design. Based on this, the packaging would also appeal to a younger, student audience.

3. The function of this packaging is to create something exclusive and inviting, and to also represent the brand's identity. The use of hand rendered illustrations and type means that the brand appears more upmarket and alternative. The actual format of the packaging seems like a secondary thought, as there is no real innovation here.

4. I believe the budget for a product like this, based on the pricing, to be middle range, as they are still a relatively small brand with a need to make a return on a new product, but they have also definitely made an effort with the choice of expensive looking stock and illustrative design.

5. The company is based in Norway.

6. The design is a collaboration between the company Crema and the design duo Darling Clementine.


1.The client is Neurally.

2. The audience of this is likely to be young professional male (18-30), interested in street and sub culture. The authentic, lo-fi/high quality style suggests this is designed for a person interested in design and fashion.

3. The function of this design is to brand and promote the Neuarmy aesthetic, and to represent the brand in a way that appeals to the primary audience. The fact that these t-shirts are a limited edition, and the use of hand crafted type and individually type setting the letters also suggests that it is designed to be exclusive, and make the owner feel special and individual.

4. Despite it being a hand crafted product, and the pricing of the t shirts at $45 a piece, the budget would still be relatively minimal to ensure a profit can be made on the t shirts. Based on some quick maths, $45x25 (the number of t shirts made), I'm gonna guess between about $100-$500 as a reasonable budget.

5. The designer is based in Philadelphia, America.

6. The designer is called Ryan Katrina, although he appears anonymous on the actual website.

Olly Moss

1. Lucas Arts is the client, as this was commissioned as promotional piece by George Lucas for the re-release of Star Wars.

2. The audience for this piece is large, as Star Wars is an icon of popular culture. Primary target audiences for this specific edition are adults who remember the films from the original release, adolescents/young children who would be viewing it for the first time, lovers of sci-fi, both male and female, and fans of Olly Moss, the actual designer of the poster. The design uses key signifiers and iconography from the film, so is most likely more recognisable to adults who have seen the film before.

3. The function of this poster is to commemorate Star Wars as a pop cult hit, and to also promote it's rerelease at the cinema. The fact that they have commissioned Olly Moss to design the poster connotes that they are trying to establish and reinforce the idea that the film is a cult classic, as he is renowned for creating cool, minimal posters for cult films.

4. Although Lucas Arts is a wealthy company, it is unlikely that Olly Moss received a large budget for the project. I would probably say that it would be a small to mid range budget.

5. Olly Moss is based in the UK.

6. The designer is called Olly Moss

Kessel Haus

1. The poster has been designed for Jazzdor Strasbourg, a jazz music festival in Berlin, which is hosted by Kessel Haus, so i'm assuming KesselHaus would be the client.

2. Based on the contents of the poster, the audience for this would primarily be adults (30-60), jazz music enthusiasts, and fans of culture.

3. The function of this poster is to promote the music festival to the primary audience, representing the event in a manner that is cool and attractive.

4. As they are not a major company, and KesselHaus seem like an art and culture centre, they probably don't have a large budget, so I would assume that the budget was small to mid range.

5. Strasbourg/ Berlin.

6. The best I can find on the internet is Helmo as the possible name of the studio/designer, it would help if I spoke German.

Nya Upplagan

1. Nya Upplagan is the client.

2. Based on the experimental layouts, and strong design of the publication, I am guessing the target audience is small, and aimed more at young adults, (20+) with an interest in art, design and culture, possibly sub culture judging from the quite 'hipster' images being used. The free publication is published in Norway, so obviously the primary market is the Norwegians, although I'm sure other people would buy the magazine based on the design and translate it.

3. The function of the design is to display the content of the publication in an interesting and visually exciting way, to communicate the fact that this is a contemporary, youth based lifestyle magazine with interesting articles and images.

4. Despite the high quality of the design, the fact that it is distributed for free, and that the content can also be viewed as an online publication means that there is probably a limited budget for the project.

5. It is from Norway, but the design studio is based in Stockholm, Sweden.

6. The design studio is called BachGarde.


1. The designer is called Franck Pellegrino, so I assume that this is a personal project as there seems to be no real purpose for it.

2. As this was probably a personal project, the audience would be himself, although it will be appeal to young adults interested in design, typography and street wear.

3. There isn't really a function to the design as it's a personal typography design, although it has to be legible and visually interesting.

4. No budget if it's a personal piece.

5. America

6. The designer is Franck Pellegrino.

More 4 Ident

1. The client is More4, a channel owned by Channel 4, and known for its high quality programming.

2. The audience for More4 is primarily young to middle aged professionals, 20-50, middle class and educated. This is based on the intellectual and lifestyle programming they show, such as documentaries, classic comedy, and cooking programmes.

3. The function of the campaign is to rebrand More4 to coincide with a more focussed programming schedule. The vibrant colours used and the flexible, bold logo represent the contemporary, stylish programming they offer, and aims to attract a fresh audience to the channel.

4.The budget is not specified, but with the rebranding, the fact that the rebrand has included installations design and motion graphics, I imagine the budget being quite substantial, although not massive, as it is still a Channel 4 subsidiary as opposed to a main channel.

5.The design studio are based in London.

6.The design studio is ManVsMachine, specialising in Design and Motion.

Screenprinted Poster

1. As this is only a screen printed poster, I imagine that there is no client. This is more likely to be a personal project.

2. Again, as this was most likely a personal project I don't believe there was an exact target audience that this piece was designed for, but people who would appreciate a piece like this would be younger adults and students with an interest in design and analogue print processes.

3. The function of the poster is mainly based in the aesthetics, it is designed to be visually interesting and pleasing, and possibly could be designed to be sold at a print fair.

4. The budget for a screen printed piece like this would likely be minimal, as it would be a short print run, and screens, inks and paper cost very little.

5. As the designer is unknown there is obviously no location.

6. Again, designer unknown.

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