Graphic Design Elements
Kenji Terai @kenji_terai
November 6th, 2014
Kenji Terai @kenji_terai
November 6th, 2014
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fun graphic design for life, but let’s have a cup of coffee first.
I am from a small prefecture in Toyama Japan called Tateyama-machi, or my "Vermont in Japan" with similar spread out small towns and snowboard-friendly landscapes. The twisting alpine slopes are very different than the steel canyons of New York City where I began my career in graphic arts ten years ago with studies in design, art direction, and brand consulting.
There is a different type of natural beauty to appreciate in NYC. I get inspiration from just walking the street or riding my bike. You can also get inspiration from the subway although I prefer to avoid dealing with the MTA. The city has a rich harvest of culture, creativity, and crazy random shit. If you are open to it, any journey could fill your idea-fridge with ingredients enough to cook up a kickass creative feast.
Music also drives me. I am a big fan of punk; both playing and listening. To me, it's as much about the message as the music. As a designer, I tend to apply the same always asking "why" approach and am not afraid to confront some political and cultural issues head-on. Although, my demeanor is respectful and laid-back, my artistic sword is much sharper and more aggressive.
I think graphic design has become overwhelmed with superficial commercialism and lost its influence as a key element in both businesses and as a tool to challenge our perceptions. Graphic design is considered by many to be one of the worst, and least appreciated jobs in the U.S.. Although, what do most of us talk about the day after the Super Bowl? Commercials that heavily incorporate graphic design elements and serve the same purpose- to provoke a feeling and create dialog. One just needs to listen to the subtle voices of graphic design and let it speak to your core.
So, let's start this conversation off with some familiar examples.
And what's more familiar than cafés and Starbucks-like franchise coffee shops? Here in NYC there are more choices than any human needs and since, personally, I'm not a fan of the big corporate coffee houses, I am definitely more attracted to smaller boutique shops that I can connect with. Let's not kid ourselves, caffeine sells itself, but how can you choose when there are just so many choices? I have friends that have even decided to open their own coffee shops to save them the trouble of having to choose! But, for the rest of us passing by, we depend on signs. Here are a few.
I am from a small prefecture in Toyama Japan called Tateyama-machi, or my "Vermont in Japan" with similar spread out small towns and snowboard-friendly landscapes. The twisting alpine slopes are very different than the steel canyons of New York City where I began my career in graphic arts ten years ago with studies in design, art direction, and brand consulting.
There is a different type of natural beauty to appreciate in NYC. I get inspiration from just walking the street or riding my bike. You can also get inspiration from the subway although I prefer to avoid dealing with the MTA. The city has a rich harvest of culture, creativity, and crazy random shit. If you are open to it, any journey could fill your idea-fridge with ingredients enough to cook up a kickass creative feast.
Music also drives me. I am a big fan of punk; both playing and listening. To me, it's as much about the message as the music. As a designer, I tend to apply the same always asking "why" approach and am not afraid to confront some political and cultural issues head-on. Although, my demeanor is respectful and laid-back, my artistic sword is much sharper and more aggressive.
I think graphic design has become overwhelmed with superficial commercialism and lost its influence as a key element in both businesses and as a tool to challenge our perceptions. Graphic design is considered by many to be one of the worst, and least appreciated jobs in the U.S.. Although, what do most of us talk about the day after the Super Bowl? Commercials that heavily incorporate graphic design elements and serve the same purpose- to provoke a feeling and create dialog. One just needs to listen to the subtle voices of graphic design and let it speak to your core.
So, let's start this conversation off with some familiar examples.
And what's more familiar than cafés and Starbucks-like franchise coffee shops? Here in NYC there are more choices than any human needs and since, personally, I'm not a fan of the big corporate coffee houses, I am definitely more attracted to smaller boutique shops that I can connect with. Let's not kid ourselves, caffeine sells itself, but how can you choose when there are just so many choices? I have friends that have even decided to open their own coffee shops to save them the trouble of having to choose! But, for the rest of us passing by, we depend on signs. Here are a few.
Nothing "wrong" with these at all. I’d even say they are well-designed, and those designers have obviously spent a lot of time polishing their logos. The process takes much more time than you'd think; to adjust kerning, spaces, balances, line weights, colors, and more. Even though it looks effortless, the magic is in the details that require a lot of technical skill, time, and experience.
Here we can see many similar design elements and re-occurring themes: vintage-style, brown or light blue, beans, wood, burlap-sack textures, cursive or retro-looking fonts, etc. These common motifs sing café without having to spell it out. Even though these logos are successful, they are extremely common and often lack personality and originality. It also makes us lazy consumers and too easy to accept a small range of elements to explain complex industries, businesses, and people. Building brand tradition and design trend are often at the risk of losing personality.
In my experiences, these are the four key elements for strong graphic design:
(1) Gets shit organized
(2) Makes a clear message and statement
(3) Refines and enhances primary focus
(4) Adds a unique and memorable personality
Of course, logos and signs have to represent businesses and services as “face” graphic elements. But, good graphic design has different levels and can provide a much deeper impact. My friend from Japan is a self-proclaimed hardcore coffee geek and café connoisseur having spent over twenty-years chasing coffee shops across the world, including a tour of many of NYC's finest. In the end, he reports, most coffees from different locations taste exactly the same. Now, my addiction is more booze than caffeine so I can't argue it. But even if you do disagree, the point is that each store needs to differentiate itself from the five others across the street to make you want to try it. So, how can they be different?
I tend to choose coffee shops by first glance and with my punk preferences, am attracted to those places with badass signage. These types of signs are often scattered through the cobblestone side streets of Greenwich Village, back alleyways of Williamsburg, and dark undergrounds of the Lower East Side.
Below are a few examples of cafés that have great taste in logos, signs, or overall visual themes and worthy of me dropping some cash inside for a cup. Once I am intrigued with a sign I want to know more about the personality behind it. Tell me more about the history, the owner's vision, the interior design, and the baristas, so I can make it my personal own experience.
I do have a somewhat twisted and strange point of view (blame it on my Japanese heritage). Although, I am certainly not an expert at consumer behavior or marketing strategies, I am confident about what I know and like. As designer, it's important to express your voice thoroughly through whatever design language you speak. Whatever you design, my simple advice would be to make it badass!
It's this fierce creative drive that motivates me every day to seek new inspirations. Even everyday street inspirations help me with my next graphic design, sign, advertisement, packaging print, and bar interior (where I am most "inspired"). Or, whatever help you may need on your next creative design project (email me).
Examples of good logos:
Love the name- CAFE GRUMPY: simple and strong. I know it was around before the famous grumpy
cat web video, but I'd like to pretend it was inspired by it. I respect this approach, and there
are many days where I can relate.
Eye-catching typography with a mischievous double-meaning that is strong
enough to get attention.
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