4) Now select ONE designer or company that you find particularly inspiring. Choose THREE pieces of design (these might be separate items or three campaigns of linked items) and make analysis of each of these:
- Why do you like it find it inspiring?
The reasons I find it inspiring will be explained in detail in the answers to the next questions. I have read the questions in advance and I don’t want to repeat myself.
- What is the message/purpose of the piece?
From my research I found out that the design represents each stage of laser eye surgery. Apart from that it is also a very attractive logo/identity for the clinic.
- Who is the audience and HOW does it hail the audience?
The audience is anyone who is researching or looking in to having laser eye surgery. This type of surgery is expensive so the audience may be people who are well off. I think this piece of design hails in a quiet and knowledgeable manner because there are no loud colours or big flashy shapes.
- In what ways would you say it is innovative (if it is) OR why is it appropriate for this piece to use traditional conventions?
I see this piece as innovative because I haven’t seen anything like this before, apart from in a child’s toy.
This piece looks simple overall, when you step back and look at it but when you look close you can see how complicated it is. There are so many lines. I like the way and find it inspiring, how a design can be so simple yet so complicated at the same time.
I also really like the way they have used the design in different places, as the pictures below show and it still looks good. I love the way it has been applied to a white wall and all its intricacies can be seen.
- Outline the signifiers and how they tell you anything about the signified meaning – look at things like messages, narrative, quality, hailing and anything else that you deduce.
I think this logo is like a symbol and its meaning has to be learnt. I think once a person has seen it once, whenever they see it again it will jog their memory and they will know it symbolises the London Vision Clinic.
The main signifier for this design is the shape of the eye. I was surprised how well their design emulates the look of an iris.
The signified meaning tells me that this clinic knows and understands how intricate and delicate my eyes are so I should have my surgery with them.
http://www.health-energy-fitness.com/attachments/Image/Classes/Blue_Eye.jpg
- Would you say that this designer or design company has a recognisable style – if so describe why this is, or say why this is not the case.
I would say this piece stands out as not fitting in with the other pieces I looked at. The other two pieces use thick typography so I could argue that they are similar. This design doesn’t use any thick type.
Here is some information I found out about the design.
‘Harley Street-based London Vision Clinic is the UK’s foremost laser eye-surgery clinic, using the latest technology to treat prescription-strength and refractive eye conditions. It challenged Hat-Trick Design to create an identity that reflected the intricate and delicate nature of the surgery. Hat-Trick developed five guilloche ‘eye’ patterns, created using a single icon repeated to form the eye shape. Each icon represented a key stage in the process: screening, service, treatment, results and aftercare.’
and
‘Benchmarks Awards 2009
Category: Pharmaceuticals/Healthcare – programmes
London Vision Clinic by Hat-Trick Design
Shortlisted’
http://awards.designweek.co.uk/benchmarks/2009/category/pharmaceuticals-healthcare/london-vision-clinic/london-vision-clinic.php
http://awards.designweek.co.uk/benchmarks/2009/category/pharmaceuticals-healthcare/london-vision-clinic/london-vision-clinic.php
http://awards.designweek.co.uk/benchmarks/2009/category/pharmaceuticals-healthcare/london-vision-clinic/london-vision-clinic.php
http://awards.designweek.co.uk/dw/2009/category/identity-programmes/london-vision-clinic/london-vision-clinic.php
http://awards.designweek.co.uk/dw/2009/category/identity-programmes/london-vision-clinic/london-vision-clinic.php
http://awards.designweek.co.uk/dw/2009/category/identity-programmes/london-vision-clinic/london-vision-clinic.php
http://awards.designweek.co.uk/benchmarks/2009/category/pharmaceuticals-healthcare/london-vision-clinic/london-vision-clinic.php
http://www.youtube.com/watch?v=Y7pXQE4qo5I&feature=player_embedded
http://www.behance.net/gallery/London-Vision-Clinic-rebrand/264531
http://www.behance.net/gallery/London-Vision-Clinic-rebrand/264531
http://www.behance.net/gallery/London-Vision-Clinic-rebrand/264531
