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Lecture 1 Reflections: Introduction to Visual Communication

Image Reference: The Logo Company. Colour Emotion Guide. Retrieved From: https://thelogocompany.net/blog/infographics/psychology-color-logo-design/

Let’s get started!

This week’s lecture covered the basic overview of the course and introduction to the principles of visual communication and design. We looked at the history of visual communication, how it has evolved from the hieroglyphics and cuneiform script of the past to the first corporate logotypes and complex posters, layout decisions and pictograms of today. We briefly looked at the corporate logos of several renowned brands such as Nike, Mohawk and Unilever, which has become so effective in communicating its ideas and brand identity that the visual symbol is almost immediately synonymous with the word (Sure enough, whenever I hear of the word Nike I think of the Swoosh/tick design).

I found this infographic on popular corporate logos of the 21st century, and the brand image and lifestyle they wish to convey through their logo design. I think this has a lot to do with colour theory which we will be covering later in the module, so I'm bookmarking this for later reference.

It’s also interesting to see the history of visual communications succinctly reflected in the evolution of corporate brand symbols. One brand that immediately came to my mind (possibly because I am drinking my Java Chip Frappuccino in Starbucks right now as I'm writing this haha!) would be the famous coffee and beverage chain Starbucks.

Infographic showing the evolution of the Starbucks logo. Image Reference: McCreary, B. (2012). Starbucks Logo History. Retrieved from: http://brandbyblake.com/wp-content/uploads/2012/06/starbucks-logo-history.jpg

For Starbucks case, they started off with its original twin-tailed mermaid or siren against a brown background drawn in a predominantly gothic style. It has undergone dramatic changes over the years to the more simplified green logo we are familiar with today, to reflect more contemporary tastes in graphic design and the company’s preference for a more corporate, polished look whilst retaining its original mermaid icon. The origin of and evolution of visual communication can partly be attributed to man’s desire to indicate ownership, existence, and social belonging, as we observe throughout the lecture.

We touched on many concepts too like typefaces, packaging design and interior. We see how traditionally 2D visual design is incorporated with three-dimensional space in 3D logotypes and projecting signs. One projecting sign from the lecture video, from the restaurant brand Oki-Nami particularly caught my attention.

Image Reference: Graphic Thought Facility. (2008). Oki Nami Identity. Retrieved from: http://www.graphicthoughtfacility.com/oki-nami-identity-identity-1/ 

As mentioned in the lecture, projecting signs act as a flag or prominent structure for passers-by to easily identify the shop. I particularly liked how they used modern neon lights and cables, which evoked a raw industrial feel, as the backdrop and interesting counterpoint to the sober 18th century font. Besides the interesting aesthetic, the neon lights provide great contrast against the black nondescript font, drawing attention to the restaurant name. I think the design of the Oki-Nami design is good example of how physical signs and architecture can be seen simultaneously as volume and a graphic statement. Visual communications have visibly evolved leaps and bounds from the two-dimensional cave paintings from the past, and I’m keen to see the different facades and meaning it will continue to take on in the future.
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