Exercises

™ Image Collection

start 29.9., finish until 8.11.2010

1. Which Image?

Choose an Image we all know – let it be the image of a corporation or organisation, of a product or service, of a politician or celebrity, …

2. Artifacts and voices

Collect all kind of artifacts and voices that create and represent the image as they apear in “real life” and media. Alway bring along the context, eg. do a photo of a billboard in its environment, make a screenshot of an ad together with the web page it is placed on, photograph the product in use by real people, etc.. Collect also unintended voices and appearances: also the skandal and the critique, the rumors, manipulated sign and symbols, etc.

3. Order and “logic”

Put the artifacts and voices on the wall. Order them according to the most relevant dimensions. The relevant dimensions vary from image to image. Dimensions can be pairs of oposites like: private/public space, positive/negativ statement, official/unofficial voice, intended/unintended use, etc.. But also fundamental proporties like type of location, media type, type of event, type of experience, time/date of publication, …

Which proporties and dimensions are most relevant to the image of your choice? Order your collections according to them and put labels (and lines) on you collection (eg. PostIts).

4. Analysis and research

  1. Describe “your” image in a few words (not the references it emerges from / the artifacts and voices).
  2. Analyse how and why the artifacts and voices lead to the emergence of the image.
  3. Research important facts on the realities behind the image (eg. the circumstances of production and distribution, its social and environmental impacts, the business procedures and models, behaviour of the “real” person or institution, etc.).
  4. Compare the reality of the image with the reality of facts. Put both side by side (on the wall)
  5. Write a summery (1-2 pages A4)

© Détournement & Decontextualisation

start 13.10., present on 19.10.2010, 14:00 (after that continue to play around, if you want to)

Take a logo or logotype (eventually together with its so-called claim). Manipulate it or put it in another context, so that the message  becomes completely different in an irritating or funny way. Work according to the principle “minimum intervention, maximum effect”.

® Mimikry

Fictitious brand design that pretends to be a real brand

start 20.10., present on 26.10.2010, 14:00 (after that continue to play around, if you want to)

Design a fake brand that seems real. It should denote the kind of “object” it refers to as a brand (let it be a product, a corporation, a TV station, a political party, a fashion brand, a star from the music or movie cosmos, … whatever). The specific qualities and characteristics of the brand should be evident and distinguish it within the “landscape” of competitive brands (eg. let it be the fresh, friendly and sassy  brand with the landscape of insurance brands).
Work quick and dirty, but good enough for a convincing first impression. Develop the key elements, which you regard as necessary for producing the illusion of a real brand: logo or logotype, claim (a short catch phrase), choose colors and typefaces / typographic style, images (if necessary), etc. (your choice). Keep it essential.
Present your Mimikry Brand on one or two A4.