Tag Archives: signified

Third piece of particularly inspiring design by hat-trickdesign.co.uk – Task 4)

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?

I like these pieces because they are bright and eye-catching. I like the colour scheme used because it is very cheery. I like the large-scale ‘G’ and ‘5’. The designs really brighten up the area without being ‘too much’.

  • What is the message/purpose of the piece?
My research tells me that these are ‘Environmental graphics and wayfinding scheme’.


  • Who is the audience and HOW does it hail the audience?

The audience would be anyone who comes to visit the housing association East Thames’ group headquarters in Stratford and anyone who walks by that building. The staff who work there are also the audience.

  • In what ways would you say it is innovative (if it is) OR why is it appropriate for this piece to use traditional conventions?

It looks innovative to me because some of the designs are really big and bold like the large ‘G’ and ‘5’. The designs are minimal which makes them look modern.

  • 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.

The numbers and letters are symbols so most people will be able to work out what they mean. My research tells me that the brands identity uses sunrises so this is why warm colours have been used.

The cup probably tells us that there is a café near or refreshments are available. I’m not sure what the piece that looks like a rainbow is trying to say. I thought the inspiration was meant to be sun rises, not rainbows.

  • 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.

This piece fits in with the design for the Natural History Museum.

Here is some information I found out about the design when I was doing research.

‘East Thames Offices, UK

by Hat-Trick Design

Environmental graphics and wayfinding scheme for housing association East Thames’ group headquarters in Stratford, east London. Based on the Group’s brand identity theme of ‘sunrises’, referencing the sun rising in the east. Using the principles of light, shade and reflection, a simplified circular ‘sun’ shape and a relevant colour palette, we created an innovative system using reflected and transparent sunrise colours.

Creating ‘glowing’ iconography and wayfinding by bouncing colour from the reverse of signs against white walls of the building provided the base for their scheme.

Transparent colour applied to glazing let natural light cast colour throughout the building.

In addition, applied graphics and installations captured the theme of the ‘sun’, including a 2m clock in the public space alongside photography of local sunrises submitted by residents across east London and clients of East Thames to convey an optimistic and hopeful future.’

Article above from: http://graphicambient.com/2012/02/17/east-thames-offices-uk/


Final Poster Design – Notes by Tom

Final Thoughts:

The above image is our final design, which has been approved. We went through numerous stages in order to achieve this final product. Below are some thoughts about are decisions.

  • The decision to have the poster landscape was an effective decision as we have been able to better utilise the space.
  • The main advantage of this layout is that the diagram we constructed can be displayed in an efficient manner and therefore making it easier to understand.
  • We really like the style of my final design. We believe it meets the conventions of an ‘Independent newspaper poster’, which is an aspect we wanted to achieve from the outset. By using a basic colour scheme, it creates an elegant design which is aesthetically pleasing. We feel the diagram we constructed directly relates to what the poster is about.
  • The text elements complement the design features as well as relate to each other as they are all from the ‘Helvetica Neue’ family. This gives the overall poster some continuity.
  • The images we used effectively act as examples for their designated category. By placing them in a table format enhances this aspect.
We really like the sophisticated style of this poster. The design suits an older reader or for educational purposes which is ideal for a poster designed for ‘The Independent’. The colours used complement the design layout. We are happy with the placement of all elements on the poster (especially the diagram). All elements, especially text can be easily seen and read which is essential in this informative poster.
Our next step is to get this printed to A1 size. We are going to go to Staples to get this done and split the cost between us all.