visual communication

Task 1: Basics of Visual Design Concepts

Analyze the two logos and explain how both designs employ visual communication aspects to attract consumers. Write a 200-word minimum response that compares the logos’ use of at least two of the following: Semiotics, Visual Communication Psychology, Cognitive Theory, or other applicable Visual Communication Theories as discussed in Unit 1.1, Vision and Interpretation. Your response must indicate your two choices from those listed in bold above and include substantive information about each.

This response analyzes the use of Semiotics and Cognitive Theory in each logo.

Both logos capitalize on the use of symbols and the effects of imagery. The skull has no clear representation of motorcycles or the company name, Harley-Davidson, yet it represents the brand. Skulls are frequently used in subcultures like punk, rock, and biker communities to symbolize rebellion against societal norms. They are often linked to pirates and treasure hunts, evoking a sense of adventure and daring. The stark, bold imagery of a skull can convey a sense of edginess and fearlessness, appealing to those who want to project a tough, daring persona. The human brain easily recognizes the shape of a skull, making it a memorable and impactful symbol. While the Indian head, or Indian Chief, symbolizes a deep connection to Native American heritage and traditions, which can be seen as a mark of respect and admiration for indigenous cultures, it also represents the company name, Indian Motorcycle. However, the symbol does not have a literal connection to motorcycles. Historically, Native American leaders and warriors are viewed as symbols of strength, bravery, and resilience. This association makes the Indian head emblematic of these qualities. The unique and detailed features of an Indian head make it memorable, since the human brain tends to remember complex and distinctive images more easily. The Indian head evokes a sense of pride and respect, creating an emotional connection with the viewer. The Indian Chief suggests a connection between Indian Motorcycle and the American West, linking the motorcycles to arguably the most romanticized period of American history.

Task 2: Elements of Design

Analyze the visual elements that two of the current brand logos use in their designs, such as color schemes, shape, space, size, line, and texture. Write a 200-word response explaining how the visual elements are used in each brand design as discussed in Unit 1.2, the Elements of Design. Your response must indicate your two choices from those listed in bold above and include substantive information about each.

This response analyzes the use of shape, space, and color schemes in each logo.

Both the Harley-Davidson skull logo (called the Willie G. Skull after Willie G. Davidson, the grandson of one of the company’s founders) and the iconic Indian Chief use organic shapes in the forms of a skull and a human head. Organic shapes are often used to replicate elements in the natural world. In this case, both shapes represent a part of the human body in the form of a skull and the head of a human being. Both designs use negative and positive space to define their images. The skull uses negative space to create the eye and nasal cavities, while the remainder of the shape is created by positive space. The skull’s shape is created by embossing an organic shape in the metal, which creates an implied line. The Indian Chief is defined by black, negative space encircling the head, and black lines defining the facial features and feathers and other details of the war bonnet and necklace of the character. The black circle around the character’s head is an example of framing. The circular black shape sets the head apart and makes it easy to recognize. Both logos encircle their symbols with typography, framing the images with text.

Task 3: Principles and Elements of Visual Design

Analyze the design principles that the two brands use in their logos and how they adhere to balance, contrast, emphasis, movement, pattern, rhythm, and unity as discussed in Unit 1.3, Principles of Visual Design, and in Unit 2.1, Color. Write a 200-word response explaining how at least two of those principles are applied in the logos’ designs. Your response must indicate your two choices from those in bold listed above and include substantive information about each.

This response analyzes the use of emphasis and contrast in each logo.

Placing the images in the center of the text creates emphasis in both designs, drawing the viewer in with a visual focal point. This allows the viewer to enter the design by viewing the images before reading the encircling text. The proximity of the symbols to the text in both logos, and how the text creates a circle around both symbols creates unity in the designs.

As both logos are applied to chrome parts of engines, they are represented in high contrast. Chrome is used as a stand-in for white when the logos are stamped on engine parts. Black and white represent the purist forms of contrast. Skulls are often depicted as stark white, so the color has a natural association in the Harley-Davidson logo. Black conveys a sense of power and authority and is also associated with mystery and intrigue. Much like a pirate flag, the Willie G Skull uses the stark contrast of black and white to create a symbol visible from a distance, ensuring that its message is unmistakable. The white and black color scheme as applied to the Indian Chief has no historical or cultural relevance, rather it seems to have been chosen for ease of visual identification.

Task 4: Typography, Design and Layout

Analyze the typography and layout practices that both brands use in their logos. Write a 200-word response that explains how they adhere to at least two of the following: type choices, alignment, layout styles, visual hierarchy, or other layout principles as discussed in Units 2.2 and 2.3, Typography and Layout. Your response must indicate your two choices from those listed in bold above and include substantive information about each.

This response analyzes the type choices and visual hierarchy used in each logo.

The typography in the Willie G skull logo has a stylized appearance, fitting with an older style of lettering one might associate with pirate themes, giving the typography both a historic and adventurous flair. When viewing the type wrapping around the skull, the pirate theming is enhanced without being too obvious. This avoids an on the nose representation of a Jolly Roger, keeping the design separate from that of a traditional pirate flag, but connecting the consumer with the same feelings of rebellion and adventure. The typeface used for the Indian Motorcycle logo is a key part of its branding. The logo features bold, capitalized letters that give it a strong and confident feel. Typographic hierarchy is present in the Harley-Davidson logo, as the words Harley Davidson are larger than the word motorcycles. This places emphasis on the brand’s name. Conversely, the characters in the typographic arrangement reading Indian Motorcycle 1901 are evenly sized and spaced, creating a balanced cohesion of all the text associated with the logo. This creates a balance within the typography, treating all the text with equal importance, emphasizing unity of the typography over hierarchy. Both typographic arrangements use shapes, in the form of black circles, or bullets to create separation between the text. Harley Davidson separates the company’s name from the word motorcycles in this method and Indian Motorcycle is separated from 1901, the year of the company’s establishment using the same visual technique.

Task 5: Role of Visual Design in Communication

Propose how your UX/UI team should use Ideation and Visual Thinking, Storytelling, and Inspiration as discussed in Unit 3.1, Creative Process to build a logo for Wild Horse Motorcycle Company. Consider how the company’s name can be represented visually, and how your team should apply at least two of the concepts listed in bold above to build a logo that successfully communicates with consumers. Your 200-word response must indicate your two choices and include substantive information about each.

This response explains how the logos apply Ideation and Storytelling to successfully communicate their message to consumers.

The company’s name offers a great opportunity to incorporate iconography with typography to build a logo. The words Wild Horse bring many images to mind, including a running horse, or a horse rearing up on its hind legs. This is where ideation comes into play. Graphic artists should create a series of sketch designs concentrating on horses. The horse should be illustrated in a pose that appears bold and powerful, making a connection to the motorcycle’s horsepower. Graphic Artists should present their rough designs to stakeholders for a selection process. Once a drawing of a horse has been chosen, artists can move forward to selecting type faces. Typefaces that inspire a sense of classic adventure should be selected to fit the design’s theme and compete with designs for Harley-Davidson and Indian Motorcycle. Connecting the typography and the horse in the same theme is crucial. Both the typography and the illustration must inspire a sense of adventure and tradition that ties to themes of the American West. However, typefaces cannot be cliche such as text used in a wanted poster. Instead, the font should be bold and classic. Once a font has been chosen, designers should draw different pairings of the text with the horse to decide on a typographic arrangement. Different iterations of the logo design should be mocked up and presented to stakeholders for feedback. Lastly, colors should be selected and applied to the design and presented for feedback.

Task 6: Influence of Visual Design

Explain at least three ways that Wild Horse Motorcycle Company can use Visual Design in Advertising, Public Relations, Infographics, and Publishing as discussed in Unit 3.3, the Influence of Visual Design. Keep in mind brand consistency and how other design factors like images and color play a role in visual communication. Your 200-word response must clearly indicate your three choices from those listed in bold above and include substantive information about each.

This response explains how the company can use Advertising, Public Relations, and Infographics.

Wild Horse Motorcycle Company’s logo should be branded on T-shirts, jackets, caps, and other clothing, giving the company opportunities to have its brand worn by consumers, which will increase the company’s recognition and visibility. Motorcycle enthusiasts often purchase these items from their local dealerships, therefore individual dealerships should be able to order custom designs for their clothing with the logo applied, which encourages brand loyalty and adds an element of collectability to merchandise. Vendor booths should be established at motorcycle rallies and similar events. These booths should have banners featuring the company’s logo and colors. Merchandise like stickers, pins, posters, and business cards should be passed out at these events. The company’s social media channels should all be branded with Wild Horse Motorcycle Company’s logo, typography, and colors. As the company launches, motorcycle specifications should be placed with images of corresponding bikes on the company’s website and social media channels. Email blasts should be developed, containing the company’s graphics and colors. These emails should be sent out by the corporate headquarters and custom email blasts should be sent out by local dealerships featuring local events and sales. Television and web-based commercials should have a title card showing the company’s logo and colors.