Clarissa Santoso

CONTENTS chapter 1 - Communication

Helvetica

chapter 2 - Branded Fashion

Gypsy Woman

chapter 3 - Animation

Howl’s Moving Castle

chapter 4 - Branded Environment

Golden Mean

HCHAPTER 1

HelveticaHelveticaIS EVERYWHEREHelvetica has become one of the most well known

typefaces in the world. The creator of the typeface is Max Miedinger and Eduard Hoffman in 1957 (Helvetica film, 2007). Helvetica has become an influence in the world in graphic design and the world in general, brandingand visual communication. However, some designers disagree. Therefore discussion between the two point of view will be put forward by using the statement from the film by Hustwit (2007), H e l v e t i c a

Helvetica has become the face of modern typefaces. Helvetica created a sense of modernism during the time of the invention and “they can find the best already...in Helvetica”(Vignelli,Hustwit, 2007), therefore it is difficult for various individuals to modify the font. Helvetica can be used by designers in numerous ways, for example street signs, shop logo or the title of a book. The font can be easily modified into regular, light, light oblique, oblique, bold and bold oblique. Many of the younger designers such as (Brinkers, Stolk and van den Dungen) tries to only use helvetica within their designs. They have proven that there are numerous ways of placing the font on a print, yet the type itself can create interest and balance within the eyes of a designer. Therefore, as Carter (2007) says in the film, he was relief that no one second guess the existence of Helvetica.

HelveticaHelvetica

HelveticaColes Logo

Stop Sign

newspaper

“ ...neutral and efficient. The smoothness makes them almost human... more accessible, transparent and accountable”

Savan (Hustwit, 2007)

Font has become the ideal way for designers to complete their designs. Typefaces have been used for years, in order for designers to express themselves without images. Therefore it is important for designers to understand the diverse types of fonts, to create a design which will create an impact on the person who sees it. Savan (2007) from the film stated that Helvetica has become a typeface which is used to remove the barrier between large corporations from their customers, creating an illusion that the brand itself has become a more approachable for their customers.

This strategy and reasoning behind the use of helvetica by the contemporary society can questions the integrity of a brand or a government. As can be seen in image 3, Helvetica is used in a stop sign and give way sign around the world by governments. Image 5 demonstrate the use of helvetica in the real estate article. Various stores in shopping centre uses helvetica on their name, for example Coles and YD. Suzanne Grae uses helvetica for the window advertisements, which can be seen in image 4. This questions whether helvetica has been used in the right manor or it is simply the idea of capitalism in the world of fonts, as mentioned by Savan in the film (Hustwit, 2007)

HelveticaHelveticaHelvetica

suzanne grae

Yd.

H e l v e t i c a exist in the contemporary society as it has been seen as a modern font. Due to this reason, many products, signs, advertisements and any other type of print use Helvetica . The corporate world fits ideally with the font itself, as can be proven through the images taken. However, other designers have continued to challenge Helvetica through the way they use it, whether creating it in different size and spacing. Helvetica still raised to the challenge for many designers in the world today, as can be seen by many graphic designers in the film, such as Manuel Krebs and Dimitri Bruni. These designers acknowledge the existence of helvetica and are able to used them in some of their design, however Michael C. Place, Erwin Brinkers, Marieke Stolk and Danny van den Dungen explores the idea of modernism in Helvetica, this proven that Helvetica plays a role in the world of contemporary graphic designs.

In conclusion, as designers, the understanding of typefaces is important. Some designers disagree on the use of Helvetica, however other designers appreciate and love the fact that at the finished design is able to incorporate Helvetica within the design. Helvetica may be seen as a typeface that is safe and flexible, therefore by placing this font in the right way, the design itself can come to life. On the contrary, by using Helvetica, a designer may be seen as a safe and could not think outside the box. Therefore it is important to explore the many typefaces which exist in the contemporary society, whilst still embracing the structured and cleanliness of H e l v e t i c a

HELVETICA

HELVETICAHELVETICAIMAGES

Image 1, viewed on 5 October 2011, < http://welovetypography.com/simi lar/11314,8725,1901,4240,9983,10476,7154,10715,7671,5334,312,7753,5112,6567,10314,3072,8909,7425>

Image 2, North Face Logo, viewed on 27 September 2011 <http://freenorthface.com/the-north-face-add-happiness-to-your-entire-family.html>

mage 3, Stop Sign, viewed on 3 October 2011 <http://bbowler2.blogspot.com/2011/04/shapes-and-colors.html>

Image 4, Suzanne Grae Logo, viewed on 27 September 2011, <http://wrd.preview.balance.com.au/Supporters-46.aspx>

Coles Logo, Advertisement for Real Estate, Suzanne Grae Advertisement and YD sizes images taken by Clarissa Santoso, 2 October 2011

In text references

Helvetica Film, Viewed on the 17 September 2011, <http://www.helveticafilm.com/about.html>

Hustwit, G., 2007, Helvetica, a documentary.

chapter 2

Gypsy women wear colourful, floor length, layered skirts and colourful dresses. Gypsy women have different patterns on their skirt and tend to wear lots of jewellery (Scritube, n.d.). The image below demonstrates a more contemporary image of gypsy women. However every special occasions, gypsy women will dress up and enjoy the festivities, which can be seen through the way they dresses for these occasions. The image below show Romani women wearing the head scarf called “Diklo”(Heimlich, n.d.), which symbolises that these women are married.

image 2.2

image 2.1

Gypsies are known as travellers, as they travel from place to place. gyp-sies find adaptation to new environment fairly easy, as this is their way of life. Gypsies originated from different parts of the world. The gypsies came together in Northern India to avoid the Islamic movement (Heimlich, n.d). Religion and cultural beliefs have become the reasons why Gypsies are often alienated by others, as well as forced to assimilate with the rest of the world due to their strong cultural beliefs., some views within the gypsy communities are slightly different depending on where they originated and where they have travelled (Crowe, 1996). Due to travel, gyspies will help each other when another need help. Gypsy women often share clothes however this changes depending on their travelling community (Acton and Mundy, 1997)

1 2

3

Gypsy women have clearly created an impact on the way designers construct their garments in contemporary society. Designers such as Dianne Von Furstenberg and Karl Lagerfeld have been able to demonstrate their way of interpreting the gypsy look in their designs. Dianne Von Furstenberg, Spring 2010 collection and Gucci fall/winter 2008 line have portrayed the use of bright colours and patterns on their designs. Which can be seen in the way Gyspsy women wear their clothes. Aleksander, (2009) discusses Von Furstenberg created the gypsy look for her Spring 2010 Ready to Wear line, therefore illustrate the influence the gypsy has on the silhouette,

pattern and the different colours used, which can be seen in image 1 and 2.

Image 3 portrays the darker side of the gypsy world. During mournings gypsies tend to wear dark clothing (Acton and Mundy 1997), this can be shown in image 3, Gucci fall/winter 2008. This Gucci collection from fall/winter 2008 illustrates gypsy look . The first dress on the model clearly demonstrates the type of pattern use , the rest of the models uses gold jewelleries, which often used by the gypsies during special events.

5

4

6

7

The Gypsy look has influence the way many women wear their clothes.

Celebrities to retailers have influence by this subculture. Celebrity such

as Mary-Kate Olsen have clearly been influence by the Gypsy dress

style, as can be seen in image 4. The layering of the skirt influenced by the

dresses worn by the gypsies during festivals. Even though the dress

colour is not influenced by the gypsies, she is able to portray the gypsy

style through her hair and the skirt layering of the dress. Kate Moss in im-

age 5, modeled in the gypsy carriage and wore gypsy inspired clothing also,

demonstrating that photographers are also inspired by the subculture

creating a spread in fashion magazine. Retailers also have taken the subculture

style within the clothes sold at the store. Tree of Life is one of the clothing store,

which heavily influenced by the way gypsy wear the clothes. The

jewelleries and clothes sold in the store, are colourful and often used

different prints, similarly used by the gypsy women shown in image 2.2.

http://www.treeoflife.com.au/Clothing/Skirts/Arabian-

Lurex-Skirt#

SKIRT

Image 3, Gucci magazine Spread, viewed on 16 September 2011 <http://pearlsandsands.blogspot.com/2008/10/my-love-at- first-sightd.html>

Image 4, Mary-Kate Olsen, viwed on 16 September 2011, <http://www.zimbio.com/Best+Dressed+Celebrities/arti cles/163/Best+Dressed+Met+Costume+Institute+Gala>

Image 5, Kate Moss, viewed on 20 September 2011, <http://www.gossiprocks.com/forum/magazines- photoshoots/111549-kate-moss-gypsy-chic-upcoming-v- magazine.html>

Image 6, Blue Skirt, Viewed on 20 September 2011, <http://www.treeoflife.com.au/Clothing/Skirts/Arabian-Lurex- Skirt>

Image 7, Tree of Life logo, viewed on 16 September 2011, <http://www.rockinghamshopping.com.au/store. aspx?id=17076>ReferencesActon, A & Mundy, G, 1997, Romani Culture and Gypsy identity, University of Hertfordshire Press, Great Britain.

Aleksander, I, 2009, NY Observer, viewed on the 17 September 2011 <http://www.observer.com/2009/daily-transom/carine-roitfeld-and- hamish-bowles-meet-dvf>

Crowe, D.M., 1996, A history of the gypsies of Eastern Europe and Russia, U.S.A

Heimlich, E., n.d., Gypsy Americans, viewed on 17 September 2011, <http://www.everyculture.com/multi/Du-Ha/Gypsy-Americans. html>

Cover Page Images1st ImageFirst halfRomanian Gypsy Girl, viewed on 16 September 2011, <http://widgetlifer.info/romanian-gypsies/>Bottom halfOrange Skirt, viewed on 4 October 2011 <http://kaleen-corporation1.tradenote.net/product/94130- Flared-Gypsy-Skirt.html>

2nd ImageFirst half Gypsy Woman, viewed on 3 October 2011, <http://www.polyvore.com/apartment_experiment_gypsy_ blessing/thing?id=39644124 >Bottom halfGypsy leaning on Window, viewed on 16 September 2011, <http://magickalgraphics.com/gypsy8.htm>

3rd ImageFirst half Faces of Roma, viewed on 16 September 2011, <http://www.thefader.com/2010/08/30/photo-faces-of-the- roma/>Bottom half Romanian Gypsies in Bucharest, viewed on 5 October 2011, <http://www.kevinweaver.co.uk/pages/113.gypsy%20gold. html>Content ImagesImage 2.1, Abbey Medieval Festival, viewed on September 5 2011, <http://chrisharvey.id.au/abbey-medieval-festival-2010>

Image 2.2, Gypsy Women, viewed on 10 September 2011 <http://www.corbisimages.com/stock-photo/rights-man-aged/ TL011134/gypsy-women-in-long-skirts-and-scarves>

Image 1 and 2, DVF Spring 2010, viewed on 16 September 2011 <http://www.style.com/fashionshows/complete/S2010RTW- DVFURSTE>

Howl's Moving CastleChapter 3

Howl’s Moving Castle is an animated film based on a novel by Diana Wynne Jones and Hayao Miyazaki is the animator for this film. There are four main concepts for Digital Media, which have been integrated into the animated film. They are immediacy, hypermediacy, realism and hyperrealism. Each concepts have been integrated into Howl’s Moving Castle in various scenarios in order for the audience to experience the world of animation.

Firstly, the concept of immediacy and hypermediacy will be discussed in regards to to Howl’s Moving Castle. The concept of immediacy relates to the way audience may

feel when a certain scene create a sense of reality within the story, and hypermediacy is the sound and everything surrounds this scene which make the environment comes to life. This concept arise in the scene when Howl cooks

breakfast for Sophie and Markl. This scene relates to a real life scenario, when a person cooks and another can hear the

deep frying sound coming from the pan. The use of immediacy and hypermediacy are rare in the film, as most

of the scene are focused on hyperrealism.

Tekkonkinkreet also uses the concept of hyperrealism as the characters defies gravity, similarly seen in Howl’s Moving Castle. However, Tekkonkinkreet focuses on the concept of immediacy and hypermediacy. For example when the bird

was flying through the city, the audience immediatly realises the setting and experience familiarity of the scene in real life. Immediacy and hypermediacy also experienced in the film

during the scene, where Sophie is walking into the hills and look back towards the town she used to live in. This creates a sense of belonging to a certain community, therefore Miyazaki

have successfully conveyed the concept of immediacy and hypermediacy, even though the concepts are rarely used during this film. Nonetheless, by having immediacy and

hypermediacy, the movie becomes more relatable and create a sense of escapism to the unknown world of Miyazaki’s.

Miyazaki evidently have used the concept of immediacy, hypermediacy and hyperrealism within Howl’s Moving Castle,

through the screen shots. However the use of realism and hyperrealism has been used often, as this enables Miyazaki to play with the characters and creating an extraordinary characters.

Within the film, the use of realism and hyperrealism has been successful as can be shown in the various characters and the

metamorphosis of characters and the environment.

Throughout the film, Miyazaki focuses on the use of hyperrealism. The reason behind using hyperrealism is that

it enables him to capture the audience in a innovative way rather than the ordinary. Hyperrealism are used by Miyazaki

in various different scenes. Hyperrealism can be seen the character Calcifer, by using something that should not be alive, he lets the audience to think and become more imaginative. Metamorphosis also plays a big part in this movie. As can be seen in the scene where Howl transforms into the bird like creature, whilst still have the head and/or face in the human

form. The house itself has a metamorphosis form, this can be seen throughout the movie, as the house can start to move as well as staying still. The Witch’s hencemen in the film, can easily transform from one shape to another, from going through walls and inside the teapot. Hyperrealism is, therefore, conveyed through the use of the metamorphosis through characters in the film. In the image above, Sophie transforms throughout the

movie from a younger girl to older woman and in different scenes, Sophie transforms again to a younger woman

with grey hair, demonstrating that the director reminds the audience of the fact that Sophie is still young on the inside.

ReferencesHowl’s Castle main page, Wallpaper Abyss, viewed on 3 October 2011, <http://wall.alphacoders.com/wallpaper.php?i=41896&w=1280&h=1024&lang=German>

Image 1, Sophie in Howl’s room, viewed on 19 September 2011, <http://www.anime-sharing.com/forum/movies-ovas-18/720p-%5Bthora%5D-howls-moving-castle- %5Bbluray%5D-5923/>

Image2,HowlandSophieflying,viewedon19September2011, <http://wannabesaltandlight.blogspot.com/2011/01/howls-moving-castle-diana-wynne-jones.html>

Image 3, Witch of the West, viewed on 19 September 2011, http://movie-wallpapers.org/howls-moving-castle-8.html>

Image 4, Sophie chasing Calcifer, viewed on 12 September 2011, <http://teallikethecolor.tumblr.com/post/5183098930>

Image 5, Collage, viewed on the 22 September 2011 <http://listverse.com/2011/03/15/top-10-greatest-films-of-hayao-miyazaki/>

Image 6, Collage 2, viewed on the 22 September 2011 <http://www.animeimmortal.com/howlsmovingcaslte.html>

Image 7, Markl, viewed on the 3 October 2011, <http://alicesama.wordpress.com/category/anime/>

Image 8, Calcifer, viewed on the 3 October 2011, <http://jowfr.deviantart.com/art/Howl-s-moving-castle-DETAILS-167191197>

Japan Landscape, viewed on 4 October 2011, http://www.ink.or.jp/~nanbu/tyoukaisann.html>

Miyazaki, H., 2004, Howl’s Moving Castle, Studio Ghibli

Reference page background, viewed on 5 October 2011, < http://www.layoutsparks.com/1/172712/howls-moving-castle-image.html>

chapter 4GOLDEN

MEAN

The definitions of beauty vary in different societies. One of the famous theory of why things

are beautiful in the world is the concept of the Golden Mean. The Golden Mean can be

implemented in various aspect of life, from human anatomy to architectural designs.

The faces of the actors were chosen due to the fact that contemporary society idolize these

celebrities. On the other side, there are faces of politicians, which many people dislike. By using the proportion provided by Golden Number (n.d), it is

proven the celebrities are what is considered beautiful people and one of the reason is the fact

that their eyes falls in the centre of the Golden Rectangle. On the other hand, the centre of the

Golden Rectangle did not fall on the eyes of the two politicians chosen.

Scarlett Johansson

Matt Damon

Julia Gillard

George W. Bush

“the PERFECT moderate course or position that avoids extremes; the happy medium.”

(Dictionary, n.d.)

Golden Mean

In the design world, the Golden Mean has played an important aspect in architecture. The Golden Mean has its ratio, which is 1 : 1.618... or

Phi formula

Many theorists have the idea that if a designer uses the Golden ratio into a structure they design, it creates a more aesthetically pleasing design (Kak, 2010). Golden

ratio is an a divine proportion or irrational number, which is often applied to various buildings, including to the windows of the building’s window accross from North Point in North Sydney. Since the earlier times, various societies have used golden ratio in their

architectural designs. The Golden Mean has been used to create the triangular shape of the Pyramid by the Egyptians. The Golden Ratio was also then used by Phidias to built the

Pathenon in 500 BC (Golden Number, n.d). These structures have the Divine Proportion implemented within them, therefore demonstrates that the Golden Ratio existence in the

architectural world. These buildings have become icons throughout the world, therefore proven that The Golden Ratio does add beauty to certain structures. There are scholars

which believe that golden ratio is a myth. Many architects have challenge the notion of the golden ratio. Bauhaus designs and Frank Gehry use postmodernism within their designs. Bauhaus house design in Tel Aviv (Image 4.4) illustrates that the designer did not use the

irrational proportion of 1:1.61803... Frank Gehry is another designer which chose not to use the Golden Ratio. He has been chosen to design the University of Technology Sydney new

building and the concept he has come up with is defying the Golden Ratio. As can be seen in image 4.5, this is the design concept which Gehry has came up with. Through the

development of technologies, the idea of using the Golden Mean is declining in the design world, as young designers are trained to think outside the ordinary and create new design

concepts. Therefore there are lack of implemetation of the Golden Mean or Golden Ratio in architectural designs in the contemporary society. However, the existence of the Golden

Ratio cannot be denied as has been proven by Fibonacci and other theorist such as Zeising (Kak, 2010).

a + b

a

= a

b

The modern buildings which incorporates the concept of the Golden Mean are The Eden Project building in England and the California Polytechnic Building in America(Maths UK, n.d.). This proves the existence of the ancient proportioning system in a postmodern environmental design. The two architectural structures are just examples of the Golden Mean implemented in designs. The Eden Project building has become one of the most popular attraction for tourist in England, therefore proven that the beauty of the building itself has impacted on the attractiveness to tourist and demonstrates that it is aesthetically pleasing. Kak(2010) also mentioned Ernst

Neufert and Le Corbusier as examples of designers which celebrates this notion of the Golden Mean.

There are scholars which believe that golden ratio is a myth. Many architects have challenge the notion of the golden ratio. Bauhaus designs and Frank Gehry use postmodernism within their designs. Bauhaus house design in Tel Aviv illustrates that the designer did not use the irrational proportion of 1:1.61803... Frank Gehry is another designer which chose not to use the Golden Ratio. He has been chosen to design the University of Technology Sydney new building and the concept he has come up with is defying the Golden Ratio. As can be seen in image in the centre, this is the design concept which Gehry has came up with. Through the development of technologies, the idea of using the Golden Mean is declining in the design world, as young designers are trained to think outside the ordinary and create new design concepts. Therefore there are lack of implemetation of the Golden Mean or Golden Ratio in architectural designs in the contemporary society. However, the existence of the Golden Ratio cannot be denied as has been proven by Fibonacci and other theo-

rist such as Zeising (Kak, 2010).

Definition for Golden Mean, viewed on 16 September 2011, < http://dictionary.reference.com/browse/Golden+Mean>

Face Calculator, Golden Number, viewed on the 16 September 2011 <http://www.goldennumber.net/face.htm>

George W.Bush, viewed on the 22 September 2011, <http://www.nndb.com/people/360/000022294/>

Golden Rectangle, viewed on the 5 October 2011, < http://www.designsdigital.com/articles_golden_rectangle.htm>

Hazelton, L., 2009, Tel Aviv : Bauhaus, bars and beach make Israel’s second city weekend break Heaven, < http://www.dailymail.co.uk/travel/article-1219936/Tel-Aviv-treat-How-Bauhaus-bars-beach-turned-Israels-second-city-weekend-break-heaven.html>

Indesign Live, 2010, Gehry Unveils UTS Design, viewed on 2 October 2011, < http://www.indesignlive.com/articles/in-review/report/gehry-unveils-uts-design#axzz1ZyBdqH4x>

Julia Gillard, viewed on the 22 September 2011, <http://www.pm.gov.au/your-pm>

Kak, S,2010, The Golden Mean and the Physics of Aesthetic, Ancient Indian leaps Into Mathematics, USA.

Maths UK., n.d., The Fibonacci Numbers and The Golden Section in Art, Architecture and Music, viewed on 16 September 2011 < http://www.maths.surrey.ac.uk/hosted-sites/R.Knott/Fibonacci/fibInArt.html#eden>

Matt Damon, viewed on the 16 September 2011, <http://theberry.com/2010/02/16/celebrity-portraits-by-raphael-mazzucco-12-photos/>

Opera House, Taken by Clarissa Santoso.

Phi Formula, 2009, The Golden Ratio in Layman Terms, viewed 5 October 2011 <http://idreamofarchitecture.blogspot.com/2009/07/golden-ratio-in-laymans-terms.html>

Scarlett Johannson, viewed on the 16 September 2011, <http://ns1.acidcow.com/famous/6735-celebrity-portraits-by-tom-munro-56-pics.html>

Sun Flower, viewed on the 5 October 2011, <http://hynesva.com/blogs/character_and_excellence/archive/2009/11/15/the-golden-ratio-a-wonder-of-god-s-creation.aspx>

Window taken by Clarissa Santoso, 7 October 2011.

Front Page Referenceshttp://totalfirestopping.com.au/Career.html image was Viewed on the 22 September 2011Content Page imagehttp://www.eexploria.com/art-of-high-speed-photography/ viewed on 6 October 2011