Visual Identity MagazineAutumn 2010

GraphicsTypographyIllustrationPhotographyWeb DesignPrint

Sailing on a seaof creativity

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I can’t believe it is autumn already, 2010 is

really flying by, with Halloween behind us

Christmas is just around the corner!

Here is a quick look at what to expect in our

Autumn magazine.

You may recall from the summer issue, Visual

Identity were working on a new website, well I

can announce it is now live, so please take a

minute to check it out!

A big announcement is the introduction of

Nikki Dinning, our new designer, who we will

meet in more depth in this issue.

A blast from the past! Have a look back at how

design has changed over the last 40 years!

And also, are you planning a wedding?

Well look at what Visual Identity Wedding

Stationery can do to help make your day

better than the rest!

Hope you enjoy catching up with all thats

going on at Visual Identity and we wish you all

a very Merry Christmas

and Happy New Year!

Best wishes

Debbie Morgan

www.visualid.co.uk 3

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Our new website is finally complete and bursting at the

seams with all that’s been happening and who we have

been working with at Visual Identity. So have a look and

let us know what you think.

As we mentioned in the last VI magazine we design and

build websites for a variety of different businesses.

Does your website need revamping and updating?

Contact us at Visual Identity for a website tailored to your

specific needs.

Visual Identity Ltd

Unit B2 • Dolphin Way • Shoreham-by-Sea

West Sussex • BN43 6NZ

T: 01273 441449E: studio@visualid.co.uk

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6 www.visualid.co.uk

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1 - How long have you been in the industry?

2 - Why did you decide to become a Graphic Designer?

3 - What’s your favourite thing to design?

4 - What kind of things inspire you?

7 - Favourite typeface?

5 - Favourite movie?

6 - Favourite colour?8 - Hobbies?

Visual Identity are very proud to announce the newest edition to the team,

Nikki Dinning, an extremely creative and talented young designer!

So we can get to know Nikki a little better we asked her a few questions...

www.visualid.co.uk 7

christmasis coming...

It’s that time again, and what better way to round off the year

and say thank you to your clients than with a personalised

Christmas card from your company!

Here at Visual Identity we can create bespoke designs to

reflect your branding or come up with something completely

fun, festive and different.

It’s not too late to start thinking about it so give us a call today.

My goodness, how design, artwork and printing have changed so dramatically inthe past 40 years. Younger readers of this article will find it hard to believe how thewhole process was so different from the simple computer-to-plate norm of today.

In the early 70s, the commercial artist was renamed a ‘graphic designer’ and smalldesign studios mushroomed around the country. The demand for promotionalliterature and creative advertising in a flourishing market encouraged designers to bemuch more imaginative. Luckily, the restrictive method of letterpress printing withits columns of lead type and crude ‘blocks’ for photographs/illustrations was quicklybeing fazed out and replaced by extremely versatile litho presses. The era of paste-up artwork and film reproduction was born.

Let me take you through the process. Once coloured feltpen visuals had beenapproved by the client, black and white artwork was the next stage. The designer

secured their sheet of lineboard to his drawing desk andwith a parallel motion and set square

marked up their grid format.

‘The times they are a changin’

Early 70s - the term

’graphic designer’ was born...

Increasing demand for creative advertising...

...the flourishing market encourageddesigners to be more imaginative.

Richard Goalen, Co-founder of Visual Identity Ltd

Galleys of phototypesetting were cut up and carefully pasted tothe lineboard to form columns of type. Headings were createdwith rubdown Letraset. Logos were enlarged or reduced on a process camera and exposed to produce photo prints to size.Borders, rules and picture keylines were drawn by hand.

The completed artwork was now ready for film production.

Same size ‘lith’ negatives were produced for each of the process colours (cyan,magenta, yellow and black). A skilled film planner/platemaker would hand cutand apply film tints to achieve coloured headlines, borders and panels. Filmseparations for photographs would be stripped where keylines were indicated. A final set of film positives wereproduced from these negatives and a set of plates forproofing the design.

The mid 80s brought a new revolution. The computer was introduced to theprinting industry. Hardware and programmes were extremely basic and veryexpensive. It was not until the early 90s after improvement to software, that the‘Apple Mac’ became a worthy graphic tool, developing year on year to become the wizard it is today.

The start of the 21st Century has seen the disappearance of chemical processing,the reality of computer-to-plate technology and digital printing, which continues to become more and more sophisticated.

Labour intensive, yes. Timeconsuming, definitely!

I wonder what the next 40 years will bring?

Letterpress was quickly be

ing fazed out

Early 90s - the ‘Apple Mac’ became a worthy graphic tool

21st Century has seen computer-to-

plate technology and digital printing.

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colour can sway thinking,change actions & cause reactionsColour is an element that can easily be overlooked by companies when looking at their branding. However, it is not something that should be

taken lightly. Colour has emotional connections

to the sub-conscious, meaning when your

clients see your logo and branding they

automatically have an idea about what

kind of company you are before finding out

what you do. It is important that you give out

the right impression by using appropriate

colours that relate to your values. For example,

Cadbury uses a luxurious purple to promote it’s

chocolate. This has connotations towards

royalty and high class, making the consumer

believe they are in for a quality treat when

they buy a Cadbury’s product. When used in

the right way colour can become the staple of

a strong brand identity, making your company

instantly recognisable above the rest,

Colour and how it is produced on screen

and on paper can often be a source of

confusion between clients, designers and

printers. We have come up with this simple

glossary to explain some of the terms used.

rrggbbRed, Green, Blue: the three colours used toproduce full colour images on screen. This is used in all screen and web applications butnot suitable for printing.

ccmmyykkCMYK refers to the four inks used in colourprinting: cyan, magenta, yellow, and key black.Also known as four colour process and used in litho and digital printing for colour printingon paper and board.

ppaannttoonneeA set of standard colours for printing, which isspecified by a single number (e.g. PANTONE287u). Used for 1 or 2 colour printing and alsoin silk screen printing (e.g. t-shirt printing).

COLOUR MEANINGS

redpassion, anger, stop, battle, love, blood

ye llowjoy, intellect, caution, cowardice, youth

blueknowledge, tranquility, calm, peace, cool

greyneutrality, uncommitted, uncertain

Colour can have a massive impact on your brand and the way

people perceive you as a company, whether it be consciously

or sub-consciously. It’s vital to understand the connotations of

different colours to get the most out of your logo and branding.

We at Visual Identity are here to help, if you think your company

needs a colour revamp, give us a call.

orangecreativity, invigoration, unique, energy

blackfear, negativity, death, evil, secrecy

purp leroyalty, wisdom, spirituality, luxury, imagination

whiteperfection, purity, wedding, clean, virtue

greenfertility, money, healing, success, growth

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It was that time in my life which every girl dreams of, mywedding! The proposal was just magical and a completesurprise, my fiancé lived up to all my expectations and a lotmore. So after the formalities of telling all the family andshowing anyone who was, or not interested, the beautiful ring Ibegan to think about my, I mean our, dream wedding!

At first we wanted to do it abroad in the Caribbean, sun, sand, steelband and then have a lavish party back in England, the whole works,but then you start looking into these things a little more! Finding avenue, catering, flowers, photography, entertainment the list goes onand on, no wonder it takes so long to plan a wedding!

A good starting point for us was picking a colour or theme. Decidingon whether you want to get married in a church or registry office andalso to start looking at venues. For the bride, one of the mostimportant aspects is your dress, the dress of all dresses and it hasto be just perfect! They say that you just know when you have foundthe right one, I have to say that I agree, I definitely knew it was theone for me, the most beautiful dress I had ever seen!

When it came to my wedding stationery I really felt it had to beamazing, not only as it was for my special day but because I am adesigner, my family and friends expected something spectacular. Idid have an idea that I really wanted to do but wasn’t sure about thepracticalities of it. After looking into the options I decided to just gofor it and I was absolutely thrilled with how they were received.

Chocolate was the theme for our wedding so I decided to have thewedding invitations as a golden ticket inside a bar of chocolate, justlike from the Charlie and the Chocolate Factory story. The invite waswritten and designed to reflect the original ticket from the movie andthen printed using metallic gold ink so it looked really authentic.Having purchased around a years supply of chocolate the invitewas carefully inserted and then delivered. The reactions were justamazing and it felt great to see our guests faces once they realisedit was our wedding invitation.

I really feel that attention to all the details of your wedding isimportant, especially when your guests appreciate them, it reallymakes it all worth while and it doesn’t have to cost the earth.

If you would like to add that extra sparkle to your day then giveVisual Identity Wedding Stationery a call on 01273 441449, or comeand meet us at the Pamper Me! Bridal evening at The ThistleHotel, Brighton, 6pm-9pm on 20th January 2011!

Image photographedby Jerry Lebens

NOVEMBERFireworks & Fun FairWednesday 3rd November - 6pmBeach Green, Lancing

Lewes Bonfire NightCelebrationsFriday 5th NovemberLewes

Family Firework SpectacularSaturday 6th November - 6.30pmNevill Recreation Ground, Hove

Remembrance Day�Thursday 11th November

Shoreham Beach, Bonfire & Fun�Saturday 13th NovemberShoreham Beach

Santa’s Grotto OpeningSunday 14th November - MiddayChurchill Square, Brighton

Christmas Light Switch OnThursday 18th November - 6pmEast Street, Brightonwww.uniquebrighton.com

Southwick Christmas FairSaturday 20th November - 10am-2.30pmSouthwick Community Centre

Christmas Crackers MarketSaturday 27th - Sunday 28th NovemberNew Road & Jubilee Street, Brighton

DECEMBERCountdown to ChristmasThursday 2nd DecemberMontague Place & the Pier, Worthing

Christmas Tree LightingFriday 3rd DecemberPalmeira Square, Hove

Santa’s Grotto OpeningSaturday 4th DecemberBrighton Marina

Raystede Christmas FayreSunday 5th DecemberRaystede Centre for Animal Welfare Ltd,Ringmer

Santa DashSaturday 11th December - 10.30amBrighton Seafront

Shoreham Christmas Food & Drink FestivalSaturday 11th - Sunday 12th DecemberShoreham-By-Sea

Santa JogSunday 12th DecemberWorthing Pier & Seafront

Christmas Day SwimSaturday 25th December Brighton Beach (by the Pier)

All events are correct at time of going to press

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Here are a few events we will be attending in the run up to Christmas!

vviissuuaall iiddeennttiittyy cchhrriissttmmaass cclloossiinngg ddaatteessWe will be closed Friday 24th Decemberand not back in the office till Tuesday4th January 2011!

We wish you all a Merry Christmas and Happy New Year!

Visual Identity Ltd • Unit B2 • Dolphin Way

Shoreham-by-Sea • West Sussex • BN43 6NZ

T: 01273 441449

E: studio@visualid.co.uk

www.visualid.co.uk PART OF THE GEMINI GROUP