Download - Bounds of Visual Identity Recognition
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Visual Identity in Modern Society Publicity bombardment • Average supermarket offer more than 1000 brands • People can recognize 100 brands = we have more information than we can receive per day • Brands bombardment is permanent and constant • Hits adults and kids = but we choose only some brands • In choice help us:
• brand itself • originality of design • recognition of those brands
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Why do we talk about supermarket case? • We live in a consumer society • Educational book as a brand = if we want children's attention we have to make books:
• more colorful • more interesting • as recognizable as brands children live every day
• In the times of internet, television and other new media we have text books which have nothing to do with reality of children's lives.
• Role of designer is: • to educate children in visual sense • to build recognizable identity of a publishing house
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How it applies on educational literature? Reading vs. listening & watching vs. internet • In Serbia concentration is still on text books:
• the majority of schools still don't have don't have computers • the majority of children learn how to use them at home:
• playing games • creating IDs and communicating through the Face book
• educational material that can be used on the computer are rare • Limited number of text books with additional multimedia material on CD • Kreativni centar has produced audio disk that comes together with the text book for music subject. One of those books was awarded by EEPG in 2007
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How Kreativni centar started? New format • A big change in design right from the start • Started with lower grades of elementary school • We changed the usual format (A4) into a new one, 23.5 x 22 cm:
• change from picture books to text books is not drastic • change should be gentle
• Examples show us that visual identity is important to children: • they are able to recognize it
• By difference in visual identity of books children develop their visual language
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What is important in text book design for us? Creative learning • Designing for children is much different than designing for adults:
• straight text • golden section design • no colors / or not to much • importance of readability and legibility • strong cover design
• Designing educational books is big responsibility • Designing for children we influence their lives • Through our books and through children we can change the world
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Some things that play the main role in design of our text books: Organization by color • Contemporary text books have to be colorful:
• color bring different kind of emotions • used for good structural organizations
• through book • through text
• Old schools – old rules: • e.g. usage of red is not recommendable • attention and danger • in schools it is used to mark mistakes = it is not motivating color for pupils
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• In all our books we treat parts of the book with color: • boxes in different color • children can find what they are looking for
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• With color we have: • levels / good organization • part of identity
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Typefaces & Cyrillic • Choice of typefaces in Cyrillic is a difficult thing:
• there is not so many good typeface designers • government didn't pay so much attention on that problem
• Two years ago Secretariat for Culture of Belgrade City Council started to support a project of free distribution of typefaces for books • Free to download are:
• Resavska BG (author Olivera Stojadinovic) • Adamant BG (author Vedran Erakovic) • soon Neoplanta BG (author Stjepan Fileki)
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• Kreativni centar in its books uses typeface Resavska: • provides recognition in visual identity of books • even when it is free for download it is stated for Kreativni centar
• Resavska is good for usage of complex texts because: • it has its serif and sans serif versions in several weights
• it makes thing easier in typography • has all readability and legibility needed for text books
• For more relaxed parts of the book we use typefaces that were created by students at the Faculty of Applied Arts in Belgrade:
• supporting student works • giving to books spirit of youth • e.g. Grancla typeface (author Marica Bucek)
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Resavska
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Adamant
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Grancla
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Illustrations • Illustrations play very important role in our text books • Illustrator are chosen by editor and designer:
• concerning material • concerning needed sensibility
• In production illustrators have to work closely with authors and editors: • because illustrations have to be:
• functional • accurate
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Illustrations
• With text books illustrators have difficult task: • paying attention on demands connected with the approval system, defined by the Ministry of education
• Kreativni centar managed to preserve: • illustrators identity and style • strong link between illustrations and content
• Our visual identity remained present although we had to make significant changes when we start working on text books
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Illustrations: Dusan Pavlic
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Illustrations: Sasa Mihajlovic
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Illustrations: Andrej Vojkovic
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Symbols
• In our text books besides colors we use different kind of symbols: • for structuring information • that lead pupils through book
• Symbols are illustrated icons easy to understand
• The task of our editorial team is to find symbols which work the best with: • children • teacher • parents
• Not easy task concerning fast development of information = meaning
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Design
• Designers design for consumers = pupils • For editors and publishers consumers are teachers and parents • Good design should be suitable for all of them • We are making books where learning should be:
• creative • interesting
• The aim of designer is to join all previously mentioned things: • all parts in one functional whole:
• enough attractive • enough interesting • creative • recognizable • built in a strong identity
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Text book catalogue
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How we see our future? Easy to dream
• In Serbia exists difference between visual identities of text books
• Children recognize it easily • Even that pupils are not left to choose, they make choices = that is where we are judged • Existing of different visual identities develop their visual culture:
• train their creativity • train their creative thinking
• We make books from which we would like to learn, or our kids would, or kids of our friends. We make our books for us.
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