Howler Magazine

Communication Advertising Media Design

PAULRANDThe eThos behind some of The worlds mosT enduring corporaTe logos.

TIME CAPSULEwhen six vasTly differenT designers are asked To documenT an average momenT in Time. Find out where they draw their inspiration From.

SAUL BASSThe significance of content in design. A brief look at the design of some of our most iconic logos.

Howler CoverIva AlleyContributing AuthorsIva AlleyMatt BroughtonAlison CoughlinAnna FinkelJade GrantLuke Karpeles

Marketing TeamMatt BroughtonJade GrantLuke Karpeles

Publishing TeamIva AlleyAlison CoughlinAnna Finkel

Welcome to this issue of Howler. Howler magazine is an established boutique magazine run by a group of six professionals working across Australia.The six people that run and contribute to this magazine have a range of experience and expertise in graphic arts, illustration, photography, marketing and advertising. The team at Howler have a common passion for pretty much all things creative. For this quarter we have complied a number of editorials and articles on people and things that inspire us, from world famous graphic designers like Saul Bass and Paul Rand, to lesser known emerging artists like Pat Fox. We also take a look at poster art, the world of advertising, photography and translating music into design. An exciting first for this issue is our collaborative article where we all accepted the challenge to record a 2 hour period within a given day, so what does Luke do from 10 12pm on a Sunday night? Read the collaborative series to find out.....As usual we create this issue with a love and passion for what we do and hope that you enjoy reading this issue as much as we do creating it. The Howler Team

CREATIVE ADVERTISING

IN PROFILE

03 HOOK THEMStand out from the bunch

05 CREATIVE MSGSNo ordinary texts

07 CAPTURE THE INTANGIBLEIntangible world of photography

09 POSTERS IN PUBLICAdeliade alive with posters

11 MUSIC MADE VISUALAn ode to Radiohead

13 TYPOSAURUS Typography archaeological dig

15 TIME CAPSULEAn average moment in time

29 ILLUSTRATIONRe-invention of illustration

31 ADVERTISING Advertising all around us

33 HAPPY LITTLE VEGEMITESThe marketing of Vegemite

35 PAT FOX

39 SAUL BASS

41 PAUL RAND

June 2011 Howlermag.com 2

The creative field today can be very competitive. Its filled with many graphic designers, illustrators, photographers, agencies or people who did a weekend Photoshop course and think they are experts. So whats the key to standing out of the bunch?

Think about all the people out there and the amount of marketing material surrounding them. What will make them go Wow over your marketing material?

People are busy. They hurry from one place to another, they are busy sitting at their desks at work and they are also busy when having lunch. The question is; How do you interrupt their lives to get their attention?

The most effective approach is Shock. Simply shock them! That will guarantee their attention.

But how? you may ask. There are several ways which you can implement. You can use words, images, or both. Create unusual associations out of words, use images that are affective and create a question.

Take an image of an elephant and give it zebra stripes. You will combine two differing references in one image. That will get the viewers attention since it is not something they are accustomed to seeing. They will have to pause and give the image more attention in order to understand what is happening. You will create a sense of shock and get the viewer to stop and pay attention to you.

You can complement your images with some catchy headings. In this example, you could say Zebra with a trunk or Inappropriately dressed elephant.

Images and good headlines go hand in hand. So for your next marketing campaign, remember the Shock factor - it will help you with selecting the correct image as well as coming up with an effective headline.

Article and Illustration by Iva

Simply shock them!

Zebra with a trunk!

New species!

Inappropriately dressed elep

hant

4June 2011 Howlermag.com

Text messages come in a form of a typed text on a mobile phone. They include letters of words that flow horizontally across the screen. Many are simple like ok or see you then and usually cost around 25c each.

Text messaging is simple, a brief message between two people. Some businesses also use text messaging, notifying people of promotions, or to alert users of outstanding payments or bills.

My friends and I became bored sending each other ordinary text messages so decided to put a twist on things and get creative. We send each other texts of random images, text messages but creative.

We write upon dockets, tickets, pages of magazines,

hands, palms, paper, we even use food, found object such as pencils, sticks, and many different bits and pieces.

I recived a message the other day simply saying hello but it had been created with vegemite smeared upon a bench and written into the smear upon the bench. It was great!

Text nessaging friends has become fun, its interesting to see what designs and creativeness my friends are going to come up with.

Texts dont necessarily make sense but words are created and placed in obscure scenes.

Design can be seen within the creativity of the different ways in which the message being sent has been portrayed. Its delivered through various shapes and forms, colour and

texture. It can make sense or be random the point of the message is not the main point but how its created and how it is produced.

Text messaging is simple form of communication though at times its fun to get creative and quirky, and the end result is interesting and unique.

Article and Photography by Jade

We get bored, so creativity takes over changing the form of text messaging into a form of text art.

Creative Messages

images of illusions. But thats not what this article is about. I believe there are still many true photographers out there who believe in all the work being done via the camera.

If you are thinking I am not a photographer to store these moments, then look around and save these moments in your mind. These will have the same enriching effect. When taking

Let me take you on a journey to the intangible world of photography. Photography that captures that which is incapable of being perceived by the sense of touch.

On a daily basis, we are surrounded by beautiful imagery of nature, people, things that present themselves on the walls as decorations, as desktop backgrounds or accompanying magazine articles.

What about images that capture illusions? Natures phenomena like the rainbow, clouds shaped like a heart or a reflection? Its the intangible that leaves an impression. Its impossible to touch, it keeps our attention and stays on our minds. Photography of the intangible world makes us think about the scene & illusion. It touches us in ways that words could never describe.

Have a look at the image taken from the plane. Does it make you tingle inside? Are you thinking this is freaky? It evokes feelings of excitement that the intangible leaves within.

Often images that reflect some sort of illusion make us think about Photoshop and how much of it was involved. With todays technology its very easy to create

photos of illusions, its hard to believe what we really saw. Living in a world of scepticism, its not until we look back at the capture that we start believing.

Keep an eye out for the

intangible, its out there waiting for you to keep you alert, excited and creative.

Article and Photography by Iva

Incapable of being perceived by the sense of touch

CAPTuRE ThEINTANGIbLEwith Photography


Posters in PublicAccording to French historian Max Gallo, for over two hun-dred years, posters have been displayed in public places all over the world. Visually striking, they have been designed to attract the attention of passers-by, making us aware of a political view-point, enticing us to attend specific events, or encouraging us to purchase a particular product or service.

During the month of March, Adelaide (the usually sleepy city) wakes up and runs every possible event it can think of: the fringe festival, WOMADelaide, the Clipsal V8 racing, the future music festival, Adelaide Cup and more. To a designer this means beautiful, artistic and creative poster art!

I do love mad march as it is affectionately referred do by the locals. I love the colour it breaths into the streets as the Town Hall, Rundle Street, Jetty Rd and other surban streets come alive with the colour of poster art.

As you walk Adelaide streets during the month of March modern, vintage, minimalist, comic and retro posters all via for your attention, it is a visual feast for the eyes and one I had to share. I have collected my favourites to share. I particularly love the vintage inspired Comic Strip poster, the dusty pink and cream colouring as the burlesque woman looks longing at you. The British pop art used for comedian Jen Berristers

poster. The impersonation of Jason Pestel as Isaiah Mustafa in the recent Old Spice commercials, yes Jason, you are on a horse! And there is also a little Saul Bass Vertigo inspired work in About Freakin Time for Deanne Smith.

For designers, this represents an astonishing opportunity for coverage and distribution of their work. During March over a million visitors soak in the posters that adorn our streets.

But alas as I write this mad march is coming to an end, the Holden and Ford boys have engulfed the city for the finale... a car race. It seems a little disappointing but its time for us Adelaideans to pop our slippers back on and grab a cup of tea, we are all a little tired from all this excitement.

Article and Photography by Alison

modern, vintage, minimalist, comic and retro posters all vie for your attention


RECKONER

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= 89

Rec

kone

r, yo

u ca

nt t

ake i

t with

you dancing for your pleasure

You a

re not

to blame for bittersweet distractors

Dare

not

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ak it

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me,

dedic

ated to all human beings

Bec

ause

we

sepa

rate li

ke ripples

on a

blank s

hore in rainbows

Bec

ause

we s

eparate

like ripples on a blank shore

Rec

kone

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ke m

e with y

ou dedicated to all human beings

Music has always been an inspiration to me. Ever since I was a teenager I would draw and paint while listening to music. Even today I always listen to music whilst Im working, except if I need to read or write, in which case I need total silence. Over the years there has been quite a lot of research into the beneficial effects of music on the different parts of the brain. Music especially stimulates the right hemisphere of the brain, which relates to creativity and imagination, a side of the brain,

that as designers, we need to activate. If we consider design as music made visual then we

can easily see how music can be a source of inspiration for many designers. One of my favourite bands for visual inspiration, while working, is Radiohead. I regularly listen to Radiohead while Im working on a creative project. The ambience

of the music, its melody and sound, seems to shift my head space into a creative mode, ripe for ideas and inspiration. A song from their 2007 album Rainbows titled Reckoner is one of my favourites, as this song transports me to the creative frame of mind. As an ode to Radiohead I designed this page spread as my visual interpretation of Radioheads song Reckoner. This song is full of mystery and beauty. I cant say I completely understand the entire meaning of

Design is music made visual...

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the lyrics, but my interpretation is that the song is about God, forgiveness and death. The Bible refers to the Day of Reckoning or Judgment Day, so Reckoner is a reference to Gods judgment and forgiveness towards all human beings. The first line from the song is: You cant take it with you, which is an obvious reference to death. The words We separate like ripples on a blank shore in rainbows is such a beautiful metaphoric description of death - we are like ripples or waves against a blank shore in rainbows. The

rainbow is also a biblical reference to Gods forgiveness and love of human beings. After the great flood in the story of Noah there is a rainbow and God swears to never harm humanity again. The final line of the song is, Reckoner take me with you, dedicated to all human beings. Reckoner is beautiful and ethereal in its melody and meaning and for the creative mind it conjures up a well of visual imagery.

Article and Graphics by M@tt

Watch Radiohead perform Reckoner Live from the Basement www.youtube.com/watch?v=XLVA7Ap1vkQ Images 1. Satelite Image Credit: NASA, ESA and D. A. Gouliermis (MPIA)2. White Dove: www.flash-screen.com/free-wallpaper


TyYo saurusFun

TYPOSAuRuS

I recently went on a typography archaeological dig around some of the South-Eastern suburbs of Melbourne, in search of old hand painted lettering and signs. What I discovered was not only beautiful hand painted lettering but also typographic history in our suburban streets. I wanted to record some of this work before they fade away or are painted over. Without the use of carbon dating I would estimate by the amount of fading and wear and tear on the paint, that some of these signs would date back to the early and mid 1970s. In our digital age the art of hand painted letting is slowly

dying out however there has been a resurgence of hand-made type in recent years thanks to the work of illustrators and typographers such as Nate Williams (www.natewilliams.com), Jessica Hische (www.jessicahische.com), Esther Aarts (www.estadiezijn.nl), BT Livermore (www.bigtimeillustration.com) and Niels Shoe Meulman (www.nielsshoemeulman.com) to name a few. Many more examples of beautiful, hand-crafted lettering can be seen on the website: www.lettercult.com We are so used to going online and googleling for ideas and inspiration that we

forget about the unique and captivating images outside our offices and studios. What about just taking a walk around your local shopping strip, getting away from your

Macs for a couple of hours and hitting the streets? Some of the most creative hubs of Melbourne like Fitzroy, St Kilda, Prahran and Flinders Lane in the CBD are wonderful places for inspiration. There is an abundance of cool cafes,

Designers and artists are hunters and gatherers of visual culture.

TyYo saurusFun bookstores, street posters, boutique fashion shops and galleries to discover some ideas for your next creative project. Or you can take a walk around a local suburb, take a camera and just start snapping - theres so much out there that can ignite an idea. A used package on the ground, a train ticket, a drink coaster, a discarded flyer, a poster on a telephone pole or a faded sign from 1979, could all generate a new and original idea. So if youre looking for some inspiration, its around us everywhere! Designers and artists are

hunters and gatherers of visual culture; its how we get our ideas and sometimes the web just isnt enough to get the creative juices flowing. So do what designers have done for centuries. Get out there and look around. Record, document and hoard, as you never know when that DL flyer you picked up at the movies the other night will come in handy.

Article, Photography and Design by M@tt


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Here at Howler, we are all about communication, advertising, media, design and just about anything creative.

In our attempt to draw out innovative and interesting new means for inspiration, we took a specific day and allocated each designer a three hour time slot. During this time, each designer had to document their surroundings with photos, illustration, text and interviews,

maps, ephemera or any other means of deriving creative inspiration from the mundane.

And thus, armed with the task at hand, their allocated time and their creative imagination, our six designers set out, on the 18th of March, 2011, to document whatever they were involved with in any way they saw necessary and relayed back how inspiration struck them.

Article by Anna, Design by Luke and Iva

Anna

Matt

Iva

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Alison

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Luke

Jade

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LOGO ME (6AM - 9AM)Everyday we are inundated with visual messages and images in many different forms of media; print, television and the web. Now, more than ever, the power of a brand identity and its perception is paramount, vying for our attention and brand loyalty. With this in mind I conducted a simple experiment of observing and photographing the number of different brands and logos that I interact with, during a three-hour time frame. The results were fascinating.

It was a typical Sunday morning, well typical enough for me. Im an early riser so Sundays are a chance for me to go for a bike ride and try and get some exercise in. The streets are quieter than usual, without the early morning rush of the Melbourne traffic, so this makes it much more conducive for getting out on my bike. Like any Sunday morning, or any morning for that matter I start with a nice strong cup of coffee, and this was also my first interaction with a brand - Vittoria

Coffee. As the morning progressed so did the number of brands and logos that I saw and used every day. I tried to limit myself to just recording the branded products that I used on that morning rather than documenting every product that I saw with a logo. Making breakfast, brushing my teeth, dressing for my bike ride, my bike, taking money from the ATM, checking my emails, changing my sons nappy and giving him breakfast, to turning on the TV to

check the morning news. Brands, brands and brands everywhere and every touch point or every time I use a product, there they are communicating to us. The brand and the logo are meant to add value to the product, engage with us, and become part of our life so that we will never leave them. There are some brands in my life that I will never leave; I give them my fidelity for life. Such brands would be Apple, Fender and Maton. I just love these brands,

their personality, what they stand for and what they also say about me. I project myself onto these brands so that the brand and me are one. The ultimate brand experience and the Holy Grail for all marketing and brand designers, is to get their brand inside the mind of the consumer so that they will never think of leaving the brand. When we wear and consume brands, we are also branding ourselves. We dress in a particular way to give a visual identity to

who we are. We all like certain brands that reflect our beliefs and ideology, and this is really evident when we start analyzing what products and brands we use.

Article and Photography by M@tt

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When I worked as a

n I.T.

Consultant for the d

ental

industry, I suddenl

y

started noticing thin

gs

that would have go

ne

completely inexiste

nt

in my universe had

I

not been exposed t

o a

rather deep knowled

ge

of the industry. Aft

er

having worked intim

ately

with my clients, I so

on

obtained keen dete

ction

skills. I could tell w

ho

had crowns, veneers

,

what an RCT was a

nd

the different chemi

cals

involved in various

fillings.

Similarly, when I

opened my part-tim

e

business as a human

-hair

wig stylist (long sto

ry!)

and underwent the

training which is

very

similar to that of a

proper

hair-stylist, I now fi

nd

myself observing pe

oples

hair all around me.

I find

myself analysing pe

oples

cuts and styles, and

mentally construct

ing

the way I would rep

licate

that on a wig for a c

lient.

Now, I have placed

myself on the path

to

graphic design. I ha

ve

always been an arts

y

kid, I had no choice

my parents are Russ

ian

migrants and a dee

p and

thorough education

of

the arts, sciences, m

usic

...ok, EVERYTHIN

G

is an absolute survi

val

necessity, but arts i

n

particular Mum w

as

a music teacher, Da

d

was an engineer wit

h an

exceptional talent f

or

anything creative (a

nd

I mean ANYTHING

!

If you use your han

ds

to do/make/fix it, t

hen

the man can

do it beyond

perfection and

better than a

professional!)

I suppose I took

the facts that

I could replicate a p

iece

of music or distingu

ish

brush strokes and co

lours

used on an artwork

without giving it an

other

thought, for granted

. It is

now that I am doin

g my

graphics design degr

ee

and am bombarding

my permanently sle

ep-

deprived brain with

four

subjects-per-semest

er

worth of knowledge

that,

like with the dentis

try

and hair styling, I f

ind

myself concentratin

g on

09:00AM Sunday, 2

8th March 2011design is p

art of everyday life

It is 09:00AM

on Sunday

morning and I am

on my parents

living room floor

observing the

inescapable creativ

e industry all

around me.

When I worked as a

n I.T.

Consultant for the d

ental

industry, I suddenl

y

started noticing thin

gs

that would have go

ne

completely inexiste

nt

in my universe had

I

not been exposed t

o a

rather deep knowled

ge

of the industry. Aft

er

having worked intim

ately

with my clients, I so

on

obtained keen dete

ction

skills. I could tell w

ho

had crowns, veneers

,

what an RCT was a

nd

the different chemi

cals

involved in various

fillings.

Similarly, when I

opened my part-tim

e

business as a human

-hair

wig stylist (long sto

ry!)

and underwent the

training which is

very

similar to that of a

proper

hair-stylist, I now fi

nd

myself observing pe

oples

hair all around me.

I find

myself analysing pe

oples

cuts and styles, and

mentally construct

ing

the way I would rep

licate

that on a wig for a c

lient.

Now, I have placed

myself on the path

to

graphic design. I ha

ve

always been an arts

y

kid, I had no choice

my parents are Russ

ian

migrants and a dee

p and

thorough education

of

the arts, sciences, m

usic

...ok, EVERYTHIN

G

is an absolute survi

val

necessity, but arts i

n

particular Mum w

as

a music teacher, Da

d

was an engineer wit

h an

exceptional talent f

or

anything creative (a

nd

I mean ANYTHING

!

If you use your han

ds

to do/make/fix it, t

hen

the man can

do it beyond

perfection and

better than a

professional!)

I suppose I took

the facts that

I could replicate a p

iece

of music or distingu

ish

brush strokes and co

lours

used on an artwork

without giving it an

other

thought, for granted

. It is

now that I am doin

g my

graphics design degr

ee

and am bombarding

my permanently sle

ep-

deprived brain with

four

subjects-per-semest

er

worth of knowledge

that,

like with the dentis

try

and hair styling, I f

ind

myself concentratin

g on

the finer details of th

e

world around me.

At 9 am, on a Sunda

y

morning, sitting on

the

floor in my parents

living room, watchi

ng

my two girls play w

ith

their cousins builde

r

tool set I cant help

but notice that I am

completely surroun

ded

by someones graph

ic/

photographic creatio

ns.

From the 40 LCD

TV used as a compu

ter

screen, to the tool s

et

and its logo design

, I see

all manners of creat

ive

expression or work.

The

photos in frames pr

oudly

displaying my paren

ts

third generation t

he

familys first Aussie

s! The

Photoshop-ed draw

ing

I did of my older

daughter when she

was

one. And then I tur

n

back to my gorgeou

s kids

and remind myself t

hat

this is 9am on a Sund

ay

morning and I am o

n my

parents living room

floor

and should be enjoy

ing

the short-lived mom

ents

of my Princesses pla

ying

with a tool set.

Article and Photograp

hy by Anna

design is part of ever

yday life

It is 09:00AM

on Sunday

morning and I am

on my parents

living room floor

observing the

inescapable creativ

e industry all

around me.

6

9

78

1011 12


NATuRES CREATIONSSunday afternoon in designers life... When the weekend comes around, my head can become rather heavy spilling ideas where possible throughout the week.

I know I have to get out to clear my head. The best way for me to do that is to follow the call of nature. I live in a small town in the Blue Mountains, which gives me many options to explore the nature which is all around me. Having an active dog, I take it

for long bush walks or bike rides. I did just that on Sunday 17th March, 2011.

After lunch, we drove into the bush to do an 11 Km mountain

bike ride. The path starts as an easy flat track changing into a steep hill descending deep down into the Australian bush. The mountain is so steep that when riding my bike down, it feels like

the wind is going straight through me. My whole body is shaking from riding over the stones along the path. My dog, Juma, is running so fast that it would

be almost impossible for him to stop mid hill.

As I am going down the hill, I can feel the air getting colder and my surroundings getting darker. The trees all around are

Its incredible to just stop and look around at what nature is hiding deep down in the bush.

so tall that its hard for the light to get down here. Its only half and hour past midday, but it feels like time has moved about 3 hours forward just by getting down to the bush.

I like to get off the bike and walk some of the narrow paths. Its incredible to just stop and look around at what nature is hiding deep down there. The tall trees with peeling bark, the amazing textures of ferns and the beautiful colours of native flowers.

Its so refreshing to watch natures creations, full of life and diversity. Down here life actually stops. I feel like I can spend hours

down here just enjoying the singing of the birds high above and the sound of never ceasing water.

Every time I come here, I am fascinated by the textures. Textures that only nature can create. I enjoy the fresh air down here. It makes me feel alive and fills me with energy. I will need it to be able to get up the hill at the other side of the track. Once that hill is past me, I am filled with a great sense of achievement ready for the week ahead.

Article and Photography by Iva 6

9

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Moments in time pass us by like sands within an hourglass. I caught three small hours one afternoon. I took photographs wrote notes and drew sketches with a ball pointpen.

Inspiration is found within odd things- taking into account things old and new, perfections and imperfections. Thoughts cross my mind at how clever one individual was to have an idea to create

objects and items so useful. I grab a coffee, the logo is

all over the place, Michelles Patisserie plastered over the counter on cups, napkins, sugar sachets, with a coffee aroma filling the cafe.

The flash from my camera captures many memorable moments, a poster of birds in my room, a note I wrote on the page

of the day of the collaborative collection. Photographs of the pencils I found, and some sketches I drew. Some scenery I captured whilst driving around along with some snaps at the beach.

An image of a sharps only container was snapped up in the loo, I thought this was rather random as I found it in the bathroom in the mall. To me its as though they are promoting the

use of drugs within public places. This I personally do not condone

I have discovered that within the images captured within the square boundaries, everything somehow falls back into design, fashion design to the design of architecture and landscape, drawings, writing of ideas leading into design.

It is all around us. In the air

we breathe, the clothes we wear, the cars we drive, the household appliances we fill our homes, even the money we use to purchase all of which was mentioned.

This was a few hours caught through various images within three hours of one afternoon. It was a moment in time captured through photography within 22 images. It is the simple things in life which seem to produce the slightest glitch of happiness.

Article and Photography by Jade

A Moment in

Time. . .

6

9

78

1011 12Moments pass us by like sands in an hourglass.


6 - 9 pm is then the time when I start to focus on the week ahead. Do I have any meetings Monday morning? I have to prepare for that big presentation this week. Wonder if my boss replied to my email. I probably should prepare something to take for lunch etc. Not

very exciting or inspiring. So when given this task I thought how boring will this be for you....Bill Moyers reminds us Creativity

is piercing the mundane to find the

marvellous. So this Sunday night instead of focusing on the mundane preparation of the working week ahead I decided to spend that time capturing my feelings of this time graphically.

I have always dreaded Sunday nights even as a teenager when (by some piece of luck) I would have boring subjects like maths, first thing. Now as I have become an adult, I still have that same feeling. But as I have grown (and

unfortunately matured) I realise that

this is all part of my work/life balance and to enjoy my weekends I need to balance this with a working life so I can truly appreciate the difference.

I guess this same principle applies to my creative work to enjoy my truly creative times I must have mundane

times however when the odd project comes my way to find some creativity in the mundane, like this one, I do enjoy it!!Article and Design by Alison

this is all part of my work/life balance and to enjoy my weekends I need to balance this with a working life so I can truly appreciate the difference.

I guess this same principle applies to my creative work to enjoy my truly creative times I must have mundane

times however when the odd project comes my way to find some creativity in the mundane, like this one, I do enjoy it!!Article and Design by Alison

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Sunday night in Albury Wodonga you wont be suprised to find is quite a boring experience, as is almost everynight in smaller places like this.

Often inpiration is drawn from some of the dumbest things.

On a Sunday however this isnt an issue as it isnt what I am searching for, Its downtime. Its a chance to relax and so my sunday between 9-12pm was much like any other normal Sunday, chilling with a mate/s, eating terrible

food, enjoying the sites and maybe a little bit of a skateboard session.

All-in-all a great way to relax and wind down at the end of the week. Skateboarding in itself I find is one of the most freeing experiences. As ordinary as it may be, this is how I spent my 3 hours on a regular Sunday night.

Article and Photograp hy Luke 9Skateboarding, I find, is the most freeing experience.

Sunday nightWind-down. 9-12PM

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monkee

The evolution of:

...visuals that work into a world of their own leaving the everyday design in its dust...

Illustration throughout history has played a large part in the passing on of narrative and messages from one person to the next. Dating back from pre-historic cave drawings and symbols, until present times in which illustrations are used to promote multi-million dollar organizations.

The history of illustration whilst spanning a long period of time, up until the fairly recent invention of the computer has been one of mild change, the only other real revolutions of course being that of the invention of parchment and the pen.

In the last few years however there has been a large resurgence in the illustrated form in modern art and advertising. With an explosion of sorts the big guns Vodafone, Red Bull, Coke and

even large numbers of movie companies opting to use a more artistic approach to their campaigns.

The elevation of illustration from mundane to extravagant

with visuals that work into a world of their own leaving the everyday design in its dust is due to the advances in computer technology.

This re-invention of the illustrated may seem odd in a world of art ruled by the digital and computerized forms but with technologies advancement so too has illustration been pushed forward into the modern era.

While many artists may still start out with the use a pen and a page to get across there ideas,

few use this traditional method to take there artwork any further then drafting.

A new trend starting in the advertising world is seeing artists commissioned more and more

to create stylized artwork that comprises from a combination of illustration and digitalized art.

This hybrid of illustration creates some brilliant effects. It seems that with every release of graphics programs things are pushed further and as for where this evolution and the digitilization of future artworks will take the industry, I cant wait.

Article and Design by Luke 9


Advertising Through the Ages

www.albeez.com/advertising/levis-jeans-advertisement

Advertising is all around us in fact you have been reading, watching, listening and looking at some form of advertsiing your entire life. From your first toy, to the car you drive and the clothes on your back. Every object has been influenced by various roles of advertising at some point.

Advertising is simply described as any form of paid message by a client, designed to promote an idea, brand or product.

Itcontains five basic components being a paid form of direct/indirect communication, the marketer or advertiser is identified. It aims to reach thelargest possible audience ascost efficiently as possible and

finally it tries to persuade or influence choices of the consumer.

Two companies Levi Strauss and Co and Coca-Cola have maintained advertising through keeping up-to-date with changing forms of advertising. Posters, radio broadcasts,TVcommercials, online ads, sponsorship through film and various events are all mediums of advertising.

All I need is all I got a Levis ad created by Wieden and

Kennedy, a firm that handles global conglomerates promoted this advertisement towards a more proletarian audience during the shutdown of the last remaining US Levi manufacturing plant. The ad was one of many

promoting the we are allworkers campaign. Ironic as thousands of American workers lost their jobs during this time. Those men in suits were not considering the working class when that decision was made.

Coca-Cola a world re-known soda brand originally contained cocaine (removed in 1903) and Kola beans (caffeine) was one of the oldest comapanies to first use advertising as aform of promotion. The logo was created using a Spencarian Script (1885) and has not been altered since. It was first bottled in 1894 the same year of the first wall painted advertisement. Various flavours include Coke, Diet Coke and Coke Zero.

Article and Design by Jade

Advertising is simply described as Any form of paid message

Advertising Through the Ages

southaustralia.inetgiant.com.com


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Are we being marketed to on a level that permeates our subconscious?

Were happy little Vegemites, were bright as bright can be....

Many in our nation probably hum this tune in our heads as we pass by the neatly stacked red and gold jars in the supermarket. This is a tune that surpasses time, with numerous generations of Aussies knowing it as well as we know our Waltzing Matilda and better than we know the second verse of our National Anthem yes, there truly is a second verse in our anthem.

Why is it that we know the jingle to a pantry item better than we know our anthem?

I can tell you what grade I was in when I learned the Waltzing Matilda, I can even tell you which grade I was in when my very Aussie Maths teacher corrected

me on my version of the lyrics....but the Vegemite jingle - thats just always been there! I know I learned it from the telly set because the tune immediately brings up those marching band kids in my mind...But why?

Before we delve into Vegemite and how it has been marketed to us as a nation, here are some facts about the Wonderful World of Marketing ;

Marketing did not start out as the evil empire that some will have you believe it is today - with its subliminal messages, billion dollar expenditures on researching the delicacy of childrens psyche and greedy pursuit for more, more, more, more and more $$$$$ by the evil corporations

- all at the expense of the hard-working, the poor and the less fortunate.

Marketing, like most things in our brilliant capitalist world, has very humble. Originally marketing focused solely on the product the only marketing it needed was its mere existence, as people were accustomed to a lower availability than there was a demand.

In the mid-1950s, spanning two decades, marketing focused on getting the products off the shelves. During time, the products were relatively standardised and the concern was to sell the product.

It was in the early 1970s that the realisation that consumer wants and needs are what drove the whole process occurred.

The consumer became the focal point of the research, delving, and analysis. Market Research was developed, and it is in our technologically advanced age of interconnectedness and networked communications that the ethical dilemmas arise. Do companies have a right to get inside our heads and invade our thoughts with their advertising messages?

Vegemite also evolved its marketing strategies to keep up with the times. Having a hard time winning the hearts of Australians back in 1922, it was an inclusion of the rations made available to our troops in WWII and the Baby Boomers growing up on our national black sludge

which helped shape Vegemite in all our Aussie hearts into what it is today. And yet, begs the question, is it the product itself that is responsible for over fifteen million Aussie consumers or have we been marketed to on a subconscious level?

In the 1923 product launch, consumers voted on the Vegemite name. In 2009, Kraft foods opened a competition for consumers to name a new Vegemite-like dairy spread, which was itself was actually launched while the competition was being held, called Vegemite Name Me. The winner, iSnack 2.0, generated such an outcry, that the publicity, and subsequent competitions for a new name, extended the public timeframe and generated a greater following. Was this staged? Are we, as consumers, pawns in a whole new game of Consumer Generated Marketing?

Is it right that we know the Vegemite jingle on a level that permeates our conscious? Should we, as consumers, have a say on whether we hum the tune in the back of our heads every time we see a jar of Vegemite or is it OK that is has become a signifying factor of us as Aussies?

Article and Design by Anna

Is it fair for this national sludge to hold its place in this patriotic spotlight?

hAPPY LITTLE VEGEMITES


Today I had the pleasure to ask Pat Fox, of Apollo Collective a few questions about just how he got started as a designer, and how he goes about it all.

Q: Who/What pushed you to get into design?

Itd have to be music, no doubt! Ive always loved drawing since the day I could pick up a pencil and I studied art/design all through my education. But I didnt actually come back to design until I was about 22. Ive

been playing in bands since I was a kid, and at the time Id been working as a delivery driver for about 3 years to support my music and tour as much as possible. Naturally, driving a truck gets pretty damn boring so I was toying with the idea of going back to school but couldnt figure out what I wanted to do. Then by happenstance pretty much, the guy who did the designs for us at time bailed on some designs 3 weeks out of a tour. Seeing as I was the only one who was even half decent at photoshop (I used to make our show fliers and for the record, I fucking sucked!) I had to step up and get them done. It all just clicked while I was doing the tees, so a few weeks later I looked into some courses and havent looked back since!

Q: What was your first big break?

Thats a hard one to remember! If I had to put my finger on it one Id have to say it wouldve been doing my first legitimate artwork package with a now defunct Melbourne band called City Escape. I did their EP artwork, 5 tees, a myspace page and a tour poster for an absolute pittance ($900 haha!). They were great dudes, gave me complete license to do whatever I wanted and we came out at the end with something we were all proud of. That in turn got me a gig as Art Director for a record label out of Sydney called Taperjean Records, (who I still work for to this day) where I did a heap of tour posters for Aus & US bands and it basically all kind of snowballed

Luke Karpeles Interview with

PAT FOX

from there into working for bigger bands and artists, to more recently working with Beyond The Pale (Working for BTP has been a goal of mine for about 4 years) and the Soundwave festival.

Q: Who were your main inspirations when you where first starting design?

DEFINITELY Invisible Creature, or as they were known at the time - Asterik Studio. Album art is something Ive always been obsessed, and these guys were just doing stuff that Id flip out over. Their art for Norma Jeans O God The Aftermath, The Chariots The Fiance or Bleeding Throughs The Truth just fucking floored me. I couldnt figure out for the life of me how they were doing all these insane

things with images in photoshop and all this amazing typography. The way those guys think is straight up next level.

As far as Illustrators go, I didnt really know the names of many, but I knew what I liked. I stumbled onto Hydro74s work one day and that was a game changer for me cause Ive always been obsessed with type and Ive always drawn things in a very jagged way. So he was a massive influence starting out.

Q: Have they changed since? And if so who are they now?

Most definitely. Over time you discover many amazing artists as

you become more immersed in what your doing. These days Im heavily influenced by pretty much anything that predates my birth (haha). That can be pretty much anything from old book covers, movie posters are a big one (Im a HUGE Saul Bass fan) especially exploitation films from the 70s, and generally everything old. Especially the way things were printed back then.

The dot gain was so high, the inks would bleed and fade so quickly and it all has so much character to it. But I guess mainly more than anything Im more influenced by film more than art these days. Im obsessed with

I used to make our show flyers and for the record, I fucking sucked!


TV at the moment. Im always studying how light works with peoples faces etc. I always try to tell a story in my work where I can in my work, and thats obviously where film comes in as well in a big way. But as far as other artists go, some people whos work I really love are Folks like Adam Hughes, Charles Burns, Storm Thorgenson, Shepard Fairey, Ken Taylor, We Buy Your Kids, SteakMtn, Tavis Coburn, Aaron Horkey, and Mike Giant to name a few. Im also really influenced by clothing labels like Vans, Insight or Obey. Especially Insight. Everything those guys do is just completely off the hook. Especially the Dopamine campaign. The photography from that series is the most mind-blowing thing Ive seen. Those guys just smash the boundaries with everything they do.

Q: Looking back over your work is there anything you regret?

Not especially to be honest.

Im pretty pedantic about detail and not letting a piece go to approval (let alone to print) until Im satisfied that its the best it can be. Which is a massive luxury Im afforded as a freelance artist. If anything I tend to get excited about some pieces from time to time and send it through before Ive had time to reflect on them or go back and fine-tune things a bit. Then Ill have that real facepalm moment where Ill go Man! I shouldve done this or I shouldve done that.

Q: Whats your proudest moment artistically or the artwork you are most proud of ? Id have to say 2 things actually.

First would be the laser cut

skateboard I did for the Shark Love show for the awesome

Pangea Seed in Japan last year. I put a lot into that piece, experimented quite a bit and it came out looking better than I could imagine. Plus, Im a total hippy at heart. So It was great to support such a good cause. Second would be the art for Stealing ONeals album Dont Sleep. That project was crazy, but a joy to work on at the same time. Theyre great guys, but they all had such vastly differing opinions about what the art should be. It took almost 2 months to lock down a concept (I pitched 6 from memory and am now an amateur psychiatrist). It was worth it, because I told the guys initially that I wanted to really push myself with the project and they

were happy to let me. I ended up putting about 120 hours into it all

Network, Network,Network! Make your own opportunities and dont wait for them to come to you.

up because I was experimenting so much and inventing a lot of new techniques in PSD as I went. Also all the type was done from the ground up. I made 2 fully functioning fonts. Starting with calligraphy brushes/ink on paper, scanned into the computer, vectored, put into Fontlab, and then manipulating everything like crazy in illustrator. I didnt sleep much, drank all the coffee and smoked all the cigarettes in the world, but it was immensely rewarding.

Q: And finally if you had five pointers for someone looking to break into the industry what would they be?

Ill give you six!

First and foremost, do the work that inspires YOU and makes YOU happy. Not what you think people want to see or what you think will make you a quick buck. Especially if you want to be a freelance artist (even more so

in the music industry). Work and money come in time, not straight away. Hard work and passion always pay off !

Sketch A LOT and dont be afraid to make mistakes.

Sketching is thinking with your hands, it doesnt have to be a work of art. It just has to be. The more time you spend planning and thinking about a piece, the better it will be in the end. Also some of the best things youll discover come from screwing up completely.

A good artist never stops learning. Draw inspiration from fields outside of your own and always push yourself to do and discover new things.

Always put in that extra 1%. The key to making a good idea a great idea is that one extra little touch that no one else would think of. Its always there; you just gotta look for it.

Network. Network. Network! Make your own opportunities and dont wait for them to come to you. Dont be afraid to contact people, even if its a negative result at least you walk away with something. (See! ALWAYS learning!) Plus, youll meet some amazing people along the way!

This sounds silly, but its easy to forget. Always, Always, Always make time for yourself ! Work as hard as you can every time, but remember that you gotta take a break and give yourself a life as well. If youre burnt out angry, youll create garbage. If happy with your life, it shows in your work.

Article and Design by Luke 9


The Significance Of cOnTenT in DeSign

Saul Bass is probably better known for his film title design work. Responsible for revolutionising the way movie audiences viewed movies; he reinvented the opening credits and the movie title as an art form.

Amidst a plethora of Saul Bass movie related achievements and feats, he is also the mastermind behind some of the most recognised and iconic logos of all time.

It was in the midst of his legend-making career as a film title designer and moviemaker that Bass turned to commercial graphic design. He devised some of the most successful corporate identities most of which are still alive today. His designs

include logos such as those for AT&T, United, Girl Scouts, Avery, Minolta, Frontier Airlines and many more.

Bass distinguishing aesthetic is one of economy and simplicity and has earned him the title of being one of the most versatile, distin-guished and innovative designers of the twentieth century.

His style generally operated towards geometric designs, angular shapes and primary colour schemes, and it was through his achievement of the significance of content in design as well as his concern with replacing predictable images with simple, meaningful symbols that he successfully conveyed the ethos of

the corporations to the American public in his corporate identities.

Bass work is appealing for its nuance his keen ability for making subtle, abstract symbols speak louder than literal photographs. His appeal lies in his ability to let the viewer fill in the blanks.

Article and Design by Anna

A Brief Look at the Logo Design Work of Saul Bass

Design is thinking made visual

-Saul Bass


PAUL RAND

Paul Rands career spanned six decades, three generations and numerous chapters of design history. To summarise briefly In the late 1930s he began to transform commercial art from craft to profession. By the early 1940s he influenced the look of advertising, book and magazine cover design. By the late 1940s he proffered a graphic design vocabulary based on pure form where once only style and technique prevailed. By the mid-1950s he altered the ways in which major corporations used graphic identity. And by the mid-1960s he had created some of the worlds most enduring corporate

logos, including IBM, UPS, ABC and Westinghouse. (Paul Rand By Steven Heller)

What I love about Paul Rand is that he did not set out to reform graphic design, he just wanted to be the best at what he did. In the current environment of reality television and instant fame everyone wants to be famous for doing nothing. Where has the work ethos of Paul Rand gone? Where has the idea of hard work and being the best at what you do or are currently doing gone?

Rand was also critical of the poor aesthetic standards, maintaining that everyday life especially commercial art could be enriched by the artists touch.

He modelled himself on avant-garde artists, such as painter Paul Klee, designer El Lissitzky and architect Le Corbusier.

I am inspired and encouraged that Rand did not try to come up with everything himself, he modelled himself on others. He learnt his craft and studied hard. Rand devoted his life to making what he modestly called `good work, and what others called exceptional design.

Rand rejected what passed for acceptable design. He argued that it was wrong just to make pictures of Uncle Joe. `It doesnt solve any problems ... its run-of-the-mill thinking. Looking

to the European Moderns for inspiration, he developed a fresh and individual approach to visual communications. His magazine and advertising layouts wedded functional simplicity to abstract complexity.

Although intolerant of faddish trends, Rand ended his career with the same guiding belief as when he had begun, and one I hope to hold true to my heart for my entire career: good design is good will.

Article and Design Alison Images: http://www.paul-rand.com/

Good design is good will


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