My final double page spread and front covered where inspired by the subculture mods.I chose this subculture as I feel they were a very fashion forward and interesting as group.Fashion is something I’m very interesting in personally so felt I could work well if I understood what the subculture stood for, This is something I really wanted to signify and highlight in my front cover as I felt this is a large and very broad signifier for the mod subculture from the smart suits to scruffy parka jackets.I started by doing a lot of research on history and learning some background knowledge on mods but mainly looked at how it might have felt to be a mod as I felt this was important mainly because the people who would be taking interest was people who had either been mods or had some form of experiance.I wanted to create nostalgia for this audience.
I then started to do research into how I might go about my piece.
Firstly by looking at communication, I feel one of the most important and powerful devices to have an understanding for in design is communication.What makes a great design piece is how well it communicates.I feel for this piece communication is very important as for a mod revival you need to completely communicate and signify your specific subculture as clearly as possible, I tried to gain as much understanding for semiotics, ideology and other visual communication techniques as I possibly could.This would help me to decide one which final piece I would choose to represent the mod subculture.
I also conduced research on illustration & photography to give me a range of techniques I could try and create in my final piece.I did try to create some illustrations although felt they were nowhere near as effective as the photography, I felt the photography gave me licence to put a more modern spin on it,First I had the idea to photography a vespa but then scrapped this idea when I realised that there fashion was the biggest signifier in my opinion and this is what made them interesting to me.I tried to create a few illustrations based upon there fashion but believed the photography was a lot more effective and suited a magazine setting a lot more.
Whilst looking at creative reviews in my opinion the ones I found most effective where as the ones with illustration did not capture my interest as much.
After gaining a deeper understanding for Creative Review as a magazine by research there double page spreads and front covers, I did some measurements and made myself a logo of the right size and create a template document that I could drop my image into and edit colours etc when I had created some imagery, this helped as it gave me an idea for size and shape to be able to create my artwork accordingly.
I then started to gain some more photographic imagery, I first photographed a model who I had dressed up as a mod, I felt a signifier for this subculture was a collar, I felt this was subtle,elegant and interesting and thought this created a different spin from the usual vespa and parka mod feel although after gaining some imagery of my own and getting some feedback from peers I decided I did not think was a good idea, simply because the signifiers where not strong enough, It made a more “skinhead” feel rather than mods because of the Harington jacket and the make of Fred Perry as although related to mods my peers felt it signified “skinhead” more.I did try to add the target symbol as a redundant element to make the audience signify with mods more than skinheads.I wasn’t to keen on this piece and felt I could do better.
I still felt this image did not communicate clearly enough, therefore I went back to the drawing board where by I generated the idea of still using this close up image that I was interested in creating but decided to go down a smarted route with a shirt tie and toped it all of with a parka,I was much happier with how this piece communicated, I decided before I added any other imagery, signifiers or clues I would ask members of my family and friends to tell me what the image represented, the words I gained back was:-
I was happy with this feedback as I felt these where some words I myself would associate with the mod subculture, I did edit this image to include the targets on the strip of fabric as this added subtle hints of the signifying practices for mods .I chose the dark red colour tie as I felt this also signified the target symbol (RAF symbol) commonly associated with mods.I also insured the blue underneath the collar was slightly showing for this reason also as the blue is also a colour commonly associated with that symbol.
I used this for my final whilst using illustrator, photoshop and indesign to do various elements of the artwork. I used photoshop to edit all my images, I used the patch tool to airbrush any unwanted lines on the image and I also used illustrator and photoshop together to create the target symbols on the collar.
I feel a collar had connotations of being smart and slick and I felt this reflected the mods, I feel like this image very subtly but clearly connotes that to my audience.I had also decided that in the image I wanted to have the tie tied slightly wonky and not perfect as firstly a image becomes more realistic for the viewer when it become less perfect edited and also as the image below really inspired me to realise that really the mods where trying to achieve a smart look and a modern look, I heard them explained as “wanna bes” and this made me think of them in a slightly different direction,I thought this was actually quite a charming side to show and sort of reminded us that where young men and not these reckless young teens that morel panics had people believe.
I chose this image on my DPS from http://www.gq.com/story/modern-mods I found this to be a high quality image and found that it really portraid the same sort of cool, slick look about the mods that I was trying to touch upon, I felt not only did it represent the mens dress it represented the ladies too so I decided I would use this for my double page spread.
The passage of text I double page spread was short, snappy and to the point. I did this on purpose as I felt it would be part of a set of a few articles and I wanted to assume mine would be the more visual first intro page.I used a quote from the film Quadraphenia as this was very monumental in the mod culture as it was the first big film all about mods and rockers and promoted them, It almost gave the mods a voice.
Adding the target to give my pages a cohesive feel making it again better communicated to the audience.
I also added the same title as the double page spread again to link the 2 pages in the audiences mind but also to add the same colours and insure that I have really made it clear not the page what the article will be able.
I also made the type as the top a dark blue, I did this really to carry on the whole colour scheme through out therefore helping the audience to notice everything correctly.
I feel my finals fit the brief nicely and like the way my pieces have turned out.I think the colour scheme suits my case study research well and insures that with the use of semiotics and other process communication my pieces with communicate clearly and fluently with my audience.