THE CONCEPT
The only restriction of the thesis project was to find a cultural problem and offer a solution through design. The thesis project provided two obstacles, the first was in determining the scope of the project. Conceiving and deciding on a topic that proved challenging and interesting enough, took weeks of research and brainstorming. Finally, I chose to focus on the topic of applicability of Anti-Design to current design practices. The desire for accessibility and functionality has guided current designers towards a minimalist aesthetic. But Anti-Design can also communicate to viewers and thus has a place commercially. Minimalist designers follow standard rules for effective design solutions. However, individuals who used Anti-Design, whether it be postmodernism, deconstructionism or ‘ugly design,’ have been condemned by Minimalists for breaking design “rules.” For the project, I rebranded Yuengling and Jagermeister in Minimalist and Anti-Design aesthetics. Although the thesis argument is debatable, I have learned the fundamental role of research for design as well as new approaches in the design process.
The only restriction of the thesis project was to find a cultural problem and offer a solution through design. The thesis project provided two obstacles, the first was in determining the scope of the project. Conceiving and deciding on a topic that proved challenging and interesting enough, took weeks of research and brainstorming. Finally, I chose to focus on the topic of applicability of Anti-Design to current design practices. The desire for accessibility and functionality has guided current designers towards a minimalist aesthetic. But Anti-Design can also communicate to viewers and thus has a place commercially. Minimalist designers follow standard rules for effective design solutions. However, individuals who used Anti-Design, whether it be postmodernism, deconstructionism or ‘ugly design,’ have been condemned by Minimalists for breaking design “rules.” For the project, I rebranded Yuengling and Jagermeister in Minimalist and Anti-Design aesthetics. Although the thesis argument is debatable, I have learned the fundamental role of research for design as well as new approaches in the design process.
REBRANDING
The process of the minimal aesthetic went quickly from sketches to final draft. The Jagermeister Minimal rebranding focused on the key components of the current logo—the deer, cross and circle. The Yuengling Minimal rebranding took the eagle and barrels of the current logo and adjusted the icons to be more circular to recall the barrel shape and the letter Y. The second challenge was the Anti-Design approach. After thorough research, all designs were sketched within the computer while using historic designers’ Anti-Design techniques. The work of David Carson was the inspiration for the Jagermeister Anti-Design approach. The current Jagermeister logo’s type was broken up and used to redesign the new logo. The design approaches of Wolfgang Weingart were used to create the Yuengling Anti-Design logo that defies the rationality and legibility of the logo and type.
The process of the minimal aesthetic went quickly from sketches to final draft. The Jagermeister Minimal rebranding focused on the key components of the current logo—the deer, cross and circle. The Yuengling Minimal rebranding took the eagle and barrels of the current logo and adjusted the icons to be more circular to recall the barrel shape and the letter Y. The second challenge was the Anti-Design approach. After thorough research, all designs were sketched within the computer while using historic designers’ Anti-Design techniques. The work of David Carson was the inspiration for the Jagermeister Anti-Design approach. The current Jagermeister logo’s type was broken up and used to redesign the new logo. The design approaches of Wolfgang Weingart were used to create the Yuengling Anti-Design logo that defies the rationality and legibility of the logo and type.
COMMERCIALS
The Minimal and Anti-Design logos were then used to create four animated commercials based on the design aesthetics and philosophies.
The Minimal and Anti-Design logos were then used to create four animated commercials based on the design aesthetics and philosophies.
