Printmaking

Printmaking is creating for artistic purposes an image on a matrix which is then transferred to a two-dimensional (flat) surface by means of ink (or another form of pigmentation). Except in the case of a monotype, the same matrix can be used to produce many examples of the print. Historically, the major techniques (also called media) involved are woodcut, line engraving, etching, lithography, and screenprinting (serigraphy, silkscreening) but there are many others, including modern digital techniques. Normally the surface upon which the print is printed is paper, but there are exceptions, from cloth and vellum to modern materials. Prints in the Western tradition produced before about 1830 are known as old master prints. There are other major printmaking traditions, especially that of Japan.

Chinese origins In China, the art of printmaking developed some 1,100 years ago as illustrations alongside text cut in woodblocks for printing on paper. Initially images were mainly religious but in the Song Dynasty, artists began to cut landscapes. During the Ming (1368–1644) and Qing (1616–1911) dynasties, the technique was perfected for both religious and artistic engravings.

European history In Europe, from around 1400 AD woodcut, was used for master prints on paper by using techniques for printing on cloth which had been developed in the Byzantine and Islamic worlds. Michael Wolgemut improved German woodcut from about 1475, and Erhard Reuwich, a Dutchman, was the first to use cross-hatching. At the end of the century Albrecht Dürer brought the Western woodcut to a level that has never been surpassed, increasing the status of the single-leaf woodcut.

Photography Photography is the process of making pictures by means of the action of light. Light patterns reflected or emitted from objects are recorded onto a sensitive medium or storage chip through a timed exposure. The process is done through mechanical, chemical or digital devices known as cameras.

The word comes from the Greek words φως phos ("light"), and γραφις graphis ("stylus", "paintbrush") or γραφη graphê, together meaning "drawing with light" or "representation by means of lines" or "drawing." Traditionally, the product of photography has been called a photograph. The term photo is an abbreviation; many people also call them pictures. In digital photography, the term image has begun to replace photograph. (The term image is traditional in geometric optics.)

Filmmaking Filmmaking is the process of making a motion-picture, from an initial conception and research, through scriptwriting, shooting and recording, animation or other special effects, editing, sound and music work and finally distribution to an audience; it refers broadly to the creation of all types of films, embracing documentary, strains of theatre and literature in film, and poetic or experimental practices, and is often used to refer to video-based processes as well.

Computer art Visual artists are no longer limited to traditional art media. Computers have been used as an ever more common tool in the visual art since the 1960s. Uses for computers in the visual arts include the capturing or creating of images and forms, the editing of those images and forms (including exploring multiple compositions) and then the final rendering and/or printing (including 3D printing).

Computer art is any art in which computers played a role the in production or display of the artwork. Such art can be an image, sound, animation, video, CD-ROM, DVD, video game, website, algorithm, performance or gallery installation. Many traditional disciplines are now integrating digital technologies and, as a result, the lines between traditional works of art and new media works created using computers have been blurred. For instance, an artist may combine traditional painting with algorithmic art and other digital techniques. As a result, defining computer art by its end product can thus be difficult. Nevertheless, this type of art is beginning to appear in art museum exhibits, though it has yet to prove its legitimacy as a form unto itself and this technology is widely seen in contemporary art more as a tool rather than a form as with painting.

Computer usage has blurred the distinctions between illustrators, photographers, photo editors, 3-D modelers, and handicraft artists. Sophisticated rendering and editing software has led to multi-skilled image developers. Photographers may become digital artists. Illustrators may become animators. Handicraft may be computer-aided or use computer-generated imagery as a template. Computer clip art usage has also made the clear distinction between visual arts and page layout less obvious due to the easy access and editing of clip art in the process of paginating a document, especially to the unskilled observer.

Sculpture is three-dimensional artwork created by shaping or combining hard materials—typically stone such as marble—or metal, glass, or wood. Softer ("plastic") materials can also be used, such as clay, textiles, plastics, polymers and softer metals. The term has been extended to works including sound, text and light.

Materials may be worked by removal such as carving; or they may be assembled such as by welding, hardened such as by firing, or molded or cast. Surface decoration such as paint may be applied. Sculpture has been described as one of the plastic arts because it can involve the use of materials that can be moulded or modulated. Found objects may be presented as sculptures.

Sculpture is an important form of public art. A collection of sculpture in a garden setting may be referred to as a sculpture garden.

Logo

A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).

In the days of hot metal typesetting, a logotype was a uniquely set and arranged typeface or colophon. At the level of mass communication and in common usage a company's logo is today often synonymous with its trademark or brand.

History

Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals (c.2300 BCE), coins (c.600 BCE), trans-cultural diffusion of logographic languages, coats of arms, watermarks, silver hallmarks and the development of printing technology.

As the industrial revolution converted western societies from agrarian to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated typography and imagery together on the page. Simultaneously, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books, to bold, ornamental typefaces used on broadsheet posters.

The arts were expanding in purpose—from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming. Consultancies and trades-groups in the commercial arts were growing and organizing; by 1890 the US had 700 lithographic printing firms employing more than 8,000 people. Artistic credit tended to be assigned to the lithographic company, as opposed to the individual artists.

Innovators in the visual arts and lithographic process—such as French printing firm Rouchon in the 1840s, Joseph Morse of New York in the 1850s, Frederick Walker of England in the 1870s, and Jules Chéret of France in the 1870s—developed an illustrative style that went beyond tonal, representational art to figurative imagery with sections of bright, flat colors. Playful children’s books, authoritative newspapers, and conversational periodicals developed their own visual and editorial styles for unique, expanding audiences. As printing costs decreased, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses.

The Arts and Crafts Movement of late-19th century, partially in response to the excesses of Victorian typography, aimed to restore an honest sense of craftsmanship to the mass-produced goods of the era. A renewal of interest in craftsmanship and quality also provided the artists and companies with a greater interest in credit, leading to the creation of unique logos and marks.

By the 1950s, Modernism had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement with adherents in the United States and elsewhere. The visual simplicity and conceptual clarity that were the hallmarks of Modernism as an artistic movement formed a powerful toolset for a new generation of graphic designers whose logos embodied Ludwig Mies van der Rohe’s dictum, "Less is more." Modernist-inspired logos proved successful in the era of mass visual communication ushered in by television, improvements in printing technology, and digital innovations.

Logos today

The current era of logo design began in the 1870s with the first abstract logo the Bass red triangle. Today there are many corporations, products, brands, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. As a result, only a few of the thousands of ideograms people see are recognized without a name. An effective logo may consist of both an ideogram and the company name (logotype) to emphasize the name over the graphic, and employ a unique design via the use of letters, colours, and additional graphic elements.

Ideograms and symbols may be more effective than written names (logotypes), especially for logos translated into many alphabets in increasingly globalised markets. For instance, a name in the Arabic language would be of little help in most European markets. By contrast, ideograms keep the general proprietary nature of the product in both markets. In non-profit areas, the Red Cross (which goes by Red Crescent in Muslim countries) is an example of an extremely well known emblem which does not need an accompanying name. Branding aims to facilitate cross-language marketing. The Coca-Cola logo can be identified in any language because of its standard color and well known "ribbon wave" design.

Some countries have logos, e.g. Argentina, Spain, Italy, Turkey and The Islands of The Bahamas, that identify them in marketing their country solely for tourism purposes. Such logos often are used by countries whose tourism sector makes up a large portion of their economy.

Logo design

Logo design is an important area of graphic design, and one of the most difficult to perfect. The logo (ideogram), is the image embodying an organization. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.

Color is considered important to brand recognition, but it should not be an integral component to the logo design, which could conflict with its functionality. Some colors are formed/associated with certain emotions that the designer wants to convey. For instance loud primary colors, such as red, are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with the health and hygiene sector, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate reliability, quality, relaxation, or other traits.

The logo design profession has substantially increased in numbers over the years since the rise of the Modernist movement in the United States in the 1950s. Three designers are widely considered the pioneers of that movement and of logo and corporate identity design: The first is Chermayeff & Geismar, which is the firm responsible for a large number of iconic logos, such as Chase Bank (1964), Mobil Oil (1965), NBC (1984), PBS (1986), National Geographic(2003) and others. Due to the simplicity and boldness of their designs, many of their earlier logos are still in use today. The firm recently designed logos for the Library of Congress and the fashion brand Armani Exchange. Another pioneer of corporate identity design is Paul Rand,^[14] who was one of the originators of the Swiss Style of graphic design. He designed many posters and corporate identities, including the logos for IBM, UPS, and ABC. Rand died in 1996. The third pioneer of corporate identity design is Saul Bass. Bass was responsible for several recognizable logos in North America, including both the Bell Telephone logo (1969) and successor AT&T globe (1983). Other well-known designs were Continental Airlines (1968), Dixie (1969), and United Way (1972). Later, he would produce logos for a number of Japanese companies as well. He died in 1996.

Logo Design Process Designing a good logo is not a simple task and requires a lot of involvement from the marketing team and the design agency (if outsourced). It requires clear idea about the concept and values of the brand as well as understanding of the consumer or target group as marketers call. Broad step in logo design process would be formulating concept, doing initial sketch, finalizing the logo concept, deciding the theme colors and format.