Английский для дизайнеров (English for Designers). Учебное пособие

UNIT 4. MODERN VS. CONTEMPORARY DESIGN

____________________ in an office. It is my job to feel. That’s why I (do) ___________

what I (do) _____________! I’m good at this, better than anyone else.

From interview with Marina Abramović, 2014

4.Fill in the gaps with Past Simple or Past Continuous.

Margaret Bourke-White. The woman photographer of firsts

Margaret Bourke-White was an American photographer known for her extensive contributions to photojournalism. Margaret’s interest in photography (begin)

________________ when she (study) _________________ zoology at the Colombia University. After the University, she (move) _________________ to New York where she (run) ___________________ a small commercial photography studio. She (take)

____________________ industrial photographs when Fortune Magazine (employ)

_________________herasassociateeditorandstaffphotographer.Asastaffphotographer,she (go) _________________totheSovietUnionin1930,whereshe(take)_________________

photographs of the Soviet industry during a couple of years. Later she also (travel)

_______________toEuropetorecordhowGermany,Austria,andCzechoslovakia(survive)

_______________ under Nazism and how Russia (survive) _______________ under Communism. While in Russia, she (photograph) _________________ a rare occurrence, Joseph Stalin with a smile, as well as portraits of Stalin’s mother and great-aunt when she (visit) _______________ Georgia. Bourke-White was the first female war correspondent and the first woman who (work) _______________ in combat zones during World War II. In 1941, she (travel) _______________ to the Soviet Union just as Germany (break)

_________________ its pact of non-aggression and she was theonly foreign photographer inMoscowwho(stay)_______________thereduringbombing.Shewasalwaysattheright placeattherighttimeand(have)___________________ intuitiontobewherenews(happen)

_________________: for example, she (interview) _________________ and (photograph)

________________ Mohandas K. Gandhi just a few hours before his assassination in 1948.

5.Fill in the gaps with Past Simple or Present Perfect.

The Guggenheim

The Solomon R. Guggenheim Museum, often referred to as The Guggenheim, is an art museum located in New York City. Solomon R. Guggenheim Foundation (establish)

________________ the museum in 1939. Over eight decades the museum’s collection of Impressionist, Post-Impressionist, early Modern and contemporary art(grow)

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Английский для дизайнеров

________________ significantly. In 1926 Solomon R. Guggenheim an American businessman, art collector and philanthropist, (meet) ________________ an artist Hilla vonRebay,who(introduce)________________himtoEuropeanavant-gardeartandturned his interest to the work of Wassily Kandinsky. Since then Solomon Guggenheim (start)

________________ his collection of Kandinsky, Piet Mondrian, Marc Chagall, Robert Delaunay, Fernand Léger, Amedeo Modigliani and Pablo Picasso and eventually (found)

________________ the museum. In 1959 an American architect and designer Frank Lloyd Wright (design) ________________ the cylindrical building for the collection. Since then the building itself (become) ________________ widely praisedas it (inspire)

________________ many other architects. Recent years the Guggenheim Foundation (open) ________________itsbranchesinothercountries.TheNewYorkbasedGuggenheim (get) ________________ two sister museums in Bilbao andVenice, and a third is planned forAbuDhabi.Meanwhile,in2016Helsinkicitycouncil(reject)________________aplan tobuildtheGuggenheimmuseuminthecountry,sayingtheproject(be) ________________

too expensive.

6. Fill in the gaps with Present Simple, Present Continuous, Past Simple and Present Perfect forms.

Doyen ofAmerican critics turns his back on the ‘nasty, stupid’world of contemporary art

The art world is divided into those people who look at Raphael as if it’s graffiti, and those who look at graffiti as if it’s Raphael, and I prefer the latter.

Dave Hickey, an american art critic

One of America’s foremost art critics Dave Hickey (launch) ________________

an aggressive attack on the contemporary art world, saying that nowadays “anyone who (read) ________________ a Batman comic” (qualify) ________________ for a career in theindustry.ThismonthDaveHickey,acurator,professorandauthorknownforapassionate defense of beauty in his collection of essays(walk) ________________awayfrom a world which “(belong) ________________ to rich collectors who have no respect for what they (do)”.“IfI(go)________________toLondon,everyone(want)________________meto talk about Damien Hirst. I’m just not interested in him.And never(be) _______________. But I’m interested in Gary Hume and I (write) ________________ about him quite a few

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UNIT 4. MODERN VS. CONTEMPORARY DESIGN

times”. Moreover, a number of other contemporary art curators at world famous museums and galleries (already complain) ________________ that works by artists such as Tracey Emin,AntonyGormleyandMarcQuinnaretheresultof“toomuchfame,toomuchsuccess and too little critical sifting”. These opinions can be the start of something that (break)

________________ the system.At the moment it (feel) ________________ like the Paris salonofthe19thcentury,wherebureaucratsandconservatives(influence) ________________

art. It was the Impressionists who (establish) ________________ a new system, led by the artists themselves. It (create) ________________ modern art and a whole new way of looking at things. “Lord knows today we (need) ________________ artists to work outside the establishment who (look) ________________ at the world in a different way – challenging conceptions instead of reinforcing them”. Hickey says his change of heart (come) ________________ when he was asked to sign a 10-page contract before he could sit on a panel discussion at the Guggenheim Museum in NewYork. Despite his retirement Hickey (plan) ________________ to complete a book, “Pagan America” and a second book of essays titled “Pirates and Framers”.

From The Guardian, october, 2012

7.Fill in the gaps with the appropriate tense.

Tim Burton. Burtonesque outsider

Tim Burton was born August 25 in 1955. He (grow up) ____________________ in California,nearHollywood.Fromayoungage,Burton(like)­____________________popular cultureand(love) ______________________horror films. It(be) ____________________

a horror-genre actor Vincent Price who (influence) ____________________ and (inspire)

________________Burton.Burton(study)__________________atCalArtsasananimator, whenhe(meet)_____________________Disney.Disney(invite) ____________________

himasanassistantanimatorandaconceptartistonDisneyfilms.From1980to1985Burton (work)_____________________onTheFoxandTheHound(1981)andTheBlackCauldron (1985).While Burton(cooperate) ______________________ with Disney, his tastes(stand off) ______________________the“housestyle”andhe(create)______________________

his animated stop motion short, Vincent (1982) and the live action short horror drama Frankenweenie (1984). Burton(study) _______________________ theworks of Courbet, Goya and the post-impressionists, especially Vincent Van Gogh. Van Gogh (influence)

_________________hisearlymoviesalot.Thus,Burton(invent) _____________________  his “Burtonesque” gothic, expressionist cinema.

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Английский для дизайнеров

8. Translate from Russian into English using the appropriate Grammar tenses.

проходить, происходить,

состояться, иметь место, to take place совершаться, протекать:

Валерий Кошляков. Выдающийся российский художник

Валерий Кошляков –один изсамых известных современныххудожников. Он занял первое место в рейтинге российских художников по версии журнала Forbes. С конца 1990-х его выставки проходят в России, Европе и Америке, а его работы приобрели такие музеи, как Третьяковская галерея и Русский музей в России, Музей современного искусства во Франции, KolodzeiArt Foundation в США. Первая же его выставка состоялась в 1988 году в ростовском городском общественном туалете, когда он был членом авангардисткой группы ростовских художников «Искусство или смерть»: «Мы были молоды, нам хотелось всего, но нас никто не хотел видеть». В то время Кошляков писал в стиле итальянского транс-авангарда, немецкой художественной группы «Новые дикие», ленинградских «новых художников». В 1992 году, когда в России происходили радикальные социальные и экономические реформы, он присоединился к группе московских художников. Недавно Кошляков переехал в Париж, где сейчас работает над серией «Древние руины».

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UNIT 5. DESIGN ELEMENTS

Great design is about more than good-looking products. It has the power to shape how we experience life.

Stephen Bayley , british “design guru”, critic and author

Quiz

1. Design Elements

Pre-reading

2.Match the English word partnerships to their Russian equivalents.

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Английский для дизайнеров

Reading

Learn the Rules. Break the Rules

Often young designers ask, will my designs be boring if I follow rules?Theanswer is no. When you know and understand rules, then you can break them and manipulate them. These are elements you can use to communicate your message, because that’s what design is about – visual communication.

Line

The line is one of the simplest and most universal design elements. It can be used for organization, for connection, for division and for decoration.The type of lines you use can convey different feelings, moods and add value to your ideas. Hairlines, dotted, bold and curvedlinesarecommonindesign.Thinkaboutwhatkindoflineyouuse:thick,thin,wavy, dotted, dashed, or hand-drawn? Each type of line can convey a different feeling. Don’t just put lines in for the sake of it.As with any design element, if you don’t need it take it away.

Shape

Shape is defined as any element that’s used to determine or give form. We see shapes every day in logos, flags, books, clothes.Ashape can exist in isolation or used in combination with type or lines. A shape can be formed in many ways. It could be a block of color, an illustrationoraphotograph.ThedesignerSaulBasswasthemasterworkingwithshapes.Have a look at his advert for themovie “TheMan with theGoldenArm” which is considered to be the masterpiece among all generations of designers.In web design there are some shapes that have become standards, for example the“three buckets”. Three blocks of text often set with a differentbackgroundcolor.Oureyesaredrawntotheblocksbecausetheshapesandthecolors are attractive and interesting. Shape can certainly be one of the strongest design elements.

Texture

Texturecanbedefinedas“sensationscausedbytheexternalsurfaceofobjectsreceived through the sense of touch”. It tends to play more of a supporting role in design, rather than being the main player. An exception to this is in interior design, where the designer will pay close attention to wall, floor and furniture textures when making decisions to do with colors and positioning in a room. Texture is easier to create on print work because a designer can choose the type of paper, card or material used in the design. On the web, however it’s a little more difficult because we can’t physically feel thedesign in our hands. We can give the impression of texture by using background images of various material, for example, stone, cardboard and scanned old paper or cloth are used frequently by web designers to bring a tactile element to their web site.

Type

Type is a fundamental part of any design it appears in. It can be used as text to read, as a shape and as a visual element where thechoice of typeface conveys an emotion or mood. Type, when used well doesn’t need a photograph or illustration to back it up.The font you choose can convey a lot of emotions. A good rule for using and choosing fonts is to use

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UNIT 5. DESIGN ELEMENTS

two or less typefaces per design. Always remember LESS IS MORE. You can achieve interest by choosing two contrasting typefaces. For example on your website you can use a script or grungy font for your headings and contrast them with a sans-serif font in for your body text. Large type as headlines has been a popular trend on theweb in thepast few years with some designers choosing massive headlines to contrast with small body text. It can be tempting to go for the newest, coolest, trendiest up-to-date typefaces out there. With so many free and cheap fonts available, there are thousands of fonts to play around with. Some of them are very “now” but next year they may look very outdated. If you’re new to design, you’ll also find that your tastes will change as you learn more. Start with timeless classic as your chosen typeface can turn into very old-fashioned one next week.

Jennifer Farley, an irish designer, illustrator and design instructor

3.Which of the statements are true? Correct the false ones.

1.Lines and shapes are the simplest design elements.

2.Shapes and fonts convey different feelings.

3.Texture is not as important as other design elements.

4.Web designers should stick to the rule of three buckets.

5.Agood type can replace an image.

6.Young designers should use just timeless classic typeface.

4.Match the types of lines to the states of mind.

Emotional Characteristics of Lines

5.Match the terms to their definitions.

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Английский для дизайнеров

6.Fill is the gaps with the appropriate terms.

1.Arial ____________________ consists of Narrow, Regular and Bold Italic

________________.

2.Tahoma Bold is a ________________.

3.14-pointTimes New Roman Regular Italic is a commonplace ________________.

4.Sometimes________________ namesindicatethedegreeofboldness:Light,Book, Medium, Demi, Heavy, Extra, Ultra, and Black.

Active Vocabulary

Example: Art that conveys a message

1.An artist Basia Irland uses river water to form books made of ice which then melt down to convey a message about the effects of climate change due to human activities.

2.An abstract artist Konstantin Dimopoulus uses paint to color thetrees blue as a way of conveying a message to the public about global deforestation.

Example: Brands that add value

1.StarbuckshasgrownfromasingleSeattlecoffeehousetoa$ 10billionglobalretailer of coffee due to its iconic brand which adds value to coffee lovers.

2.Apple and IBM have joined to develop business-grade iOS apps to add value to business organizations.

Translation

7.Translate from Russian into English.

Весь графический дизайн – это манипуляция с формой. Форма – это линии, фигуры, шрифты и изображения. Дизайнер создаёт красивые формы для передачи сообщения. Красивая форма добавляет сообщению ценность. Слово «красивый» в дизайне может означать энергию, стабильность, гордость, релаксацию или любую эмоцию, которую дизайнер намеревается донести в своём сообщении. Чтобы создавать красивые формы, добавляющие значимости продукту, дизайнер должен знать основные правила и уметь ими манипулировать. Благодаря разнообразию форм дизайнерские продукты отличаются друг от друга.

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UNIT 5. DESIGN ELEMENTS

Grammar

ComparativeAdjectives

8. Fill in the gaps with the correct comparative or superlative forms. Check out their spelling.

Example: young, younger, the youngest

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Английский для дизайнеров

9.Put the adjectives in brackets into the comparative or superlative form.

Dear Paul,

I’mwritingtotellyouaboutmynewhouse.It’slovely!It’s(nice)___________________ design projectIhaveeverseen.It’smuch(big)________________________thanmylastonethough it’s much (expensive) ________________________. The house looks very contemporary. There are much open space with large windows and wooden floors. I have occupied (spacious)________________________roomformywork.Alsomyhousehasmuch(great)

________________________ view than my previous one.Agood

thing about it is thatithas an absolutely amazing garden!There are lots of flowers and treesaroundwhichmaketheplacemuch(colorful)________________________.It’savery peaceful area. It’s actually (quiet)________________________ area I’ve ever lived in. My neighbors are also very nice. They are definitely (friendly) ________________________

people I have ever met.

Well, that’s all my news. Hope you’ll visit my place soon and see that I’m living in (beautiful) ________________________ house of all you’ve seen!

Yours,

Amanda

Irregular Comparatives and Superlatives

10. Put the adjectives in brackets into the comparative or superlative form.

The 5 greatest book covers of all time

1.David Pelham’s cover image for “A Clockwork Orange” became a cult classic in 1972. Its primary colors and bold contrasts were perceived by many as (innovative)

___________________ at the time.

2.Bold, hand-drawn lettering has become an icon of modern book design in recent years. There’s no (good) ________________________ example than Jon Gray’s 2003

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