he SVA Theatre was a project proposed to Milton Glaser, it was based on moving image. The image above is the start of the project. This image is made up of 3 sets of different lines which are all stripes, the blue lines are horizontal, the green lines are vertical and the red lines are diagonal. I think the lines used are similar to Paul Rand’s IBM logo, the horizontal lines in blue are the same lines used in Paul Rand’s IBM Logo, the lines are horizontal and have stripes, these are the most obvious similarities.
I like this logo a lot more than the IBM logo this is because the SVA logo is much more diverse compared to the IBM logo, the lines go from being horizontal in the lower part of the logo then into green vertical lines in the center, and then the red diagonal lines in the upper part also the lines overlap each other in the following order blue> green > red, I think this is a great form of Communication.
The colours used are blue and green which are both cold colours, whereas the red is a hot colour, I think these colours work well. For the viewer it feels as if they are transitioning through the lines because of the outside structure which to me happens to look like a tower. The font used for the text at the bottom of the logo says ‘’SVA THEATRE’’ is a Helvetiquette Bold. This work has no function, it is concerned primarily with visual communication only whereas Paul Rand’s IBM logo has a function, which is to promote a business.
I think this work is much more futuristic because of the range of different colours and lines used compared to Paul Rand’s IBM logo which was designed in the 1970s, the SVA Theatre image was designed in 2009 so I think the difference between contemporary and historical design is quite clear, in the 1900s design was used for a purpose whether it was to promote a business or advertise a campaign however contemporary design today can have no function at all and it can also be considered as Art.
Paul Rand is famous for the logo designs he made for businesses such as Apple, IBM, abc, Coronet Brandy, Cresta Blanca Wine Co, Dunhill Clothiers, Ford Motor Company, NeXT Computers and many more. Milton Glaser is famous for a variety of work such posters, magazine illustrations and corporate logos, an example is the ‘’I Love NY’’ Logo which isn’t to promote a business, but it is more about him expressing his feelings for the town he was brought up in, New York, this demonstrates why Glaser has been called “the Picasso of the graphic arts field. The biggest difference between Milton Glaser and Paul Rand is Glaser is more of an ‘art’ designer whereas Paul Rand is much more of a technical designer. This is the 3rd image from Milton Glaser’s SVA Project, this piece of work goes back to a flat design and it consists of several bars which are positioned in a vertical direction. The colours used are the same colours from the previous images however more opacity has been added here and some of them have been decorated with gold paper.
I think this piece of work is about the various possibilities of colour hence the reason why some of the bars go from being dark to light, this is the development from the previous designs. This is the 3rd image from Milton Glaser’s SVA Project, this piece of work goes back to a flat design and it consists of several bars which are positioned in a vertical direction. The colours used are the same colours from the previous images however more opacity has been added here and some of them have been decorated with gold paper.
I think this piece of work is about the various possibilities of colour hence the reason why some of the bars go from being dark to light, this is the development from the previous designs. This is the 2nd image from Milton Glaser’s SVA Theatre project, you can easily see extracts of the first image in this 2nd image which are the colours, blue, green and red, however the difference is they have been resized and ‘shifted’ to particular angles, some also have a strong sense of tone, this piece of work is also a 3d environment.
I think this piece of work is more about interaction compared to the first piece, this is because different shapes filled with colours have been added in awkward positions, on the right hand side you can see a vertical thin rectangular shape which looks like it is filled with grass, this may be trying to create a see through effect to show the outside environment, also on the left hand side you can see a white vertical rectangular shape which happens to expand towards the ground, along with the grass I think this may be trying to create a sense of nature in the environment.
You can see the walls are made up of bricks so this image could be inside a basement. In the center there is a rectangle shape which is positioned diagonally, it has the colour red on one side then it goes opaque. Again, I think this work is concerned primarily with visual communication only. This is the 4th image from Glaser’s SVA Theatre, this is also the most unique one out of the rest.
A clear development has been shown from the previous images to this one, I think it may be related to interactive design or could even go onto games design. All the squares in this design are equal therefore the structure has been laid out with a grid. I think the coloured bars could be a form of communication and navigation. This is the type of design you would see on electronic devices, again, this is contemporary.
This piece of work is concerned primarily with visual communication however it could also have a function which is a navigation system on an electronic device, it could also be used for packaging/print. This is the final which relates back to the first image, it is the same design however it has been applied into a real life environment, it is a form of architecture. The differences between this and the first image is simple, this design is a 3D form, whereas the first image is 2D print and digital based.