22.10.2008.

Theory Alive

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DALEKO POSLE zavrsenih osnovnih studija nasla sam se ponovo nad knjigom. "Daleko posle" u mojim razmerama znaci posle nekih 5 godina. Iako je valjda uobicajeno da kad nesto MORAS tesko mozes da postavis u glavi taj proces tako da ti bude prvenstveno zabavno i da osecas da ti znaci za struku pa i opste zivotne stavove, ja uspevam upravo to da uradim. Cini mi se da je ovakvo mozganje i preuzimanje postojecih saznanja covecanstva bilo upravo ono sto mi je trebalo da krenem dalje. Bez upliva u teoriju osecam se kao umetnicki zanatlija i lakse me ponesu aktuelni tokovi. Susret sa Borom Iljovskim, a odmah zatim i potvrdjivanje i produbljivanje znanja o kicmi stvaralastva kroz estetiku daju mi bazu koja ankeruje.

U novonastaloj mozgajucoj situaciji sa svih strana su me napali divni primeri zive teorije u dizajnu koji imaju tu neobicnu promisljenu bazu pretocenu u pametan dizajn. I kao sto su svi dobri logoi dobri u osnovi, kao crni na belom pa samim tim mogu biti dobri ma kako obojeni, tako su i ovi koji mi se ovih dana kace za oko uglavnom crno-sivo-beli.

Evo najpre jednog dvolista iz knjige Playful Type moje omiljene izdavacke kuce Die Gestalten Verlag. Ovaj konkretni primer spaja milijardu stvari koje mene zanimaju, i u sadrzini i u formi. Da ne sirim previse, spoj klasicne Grcke i Beckovog aktuelnog albuma, kosmosa i teksture drveta, kontrasti i bezbroj sivih. Ovo mi je blisko i poznato kao da sam ja napravila.

Onda, jedna od reklama iz Pumine kampanje sa praskom potpuno apstraktnog okruzenja za modela. I ona reklama sa ljudima koji polecu i zaustavljaju se u letu praveci ulancenu masu, ima isti ton u drugom mediju.



Onda, nesto krajnje prakticno, zapravo kako ide nova godina i razmisljanja o kalendarima raznim povodima, pomislila sam da je jedna od retkih informacija koje bih zaista zelela da imam na kalendaru iz dana u dan - meseceve mene. I procackam malo po glavi i prisetim se kalendara u MoMA prodavnici, bio je taj jedan crni fenomenalni... evo ga:


Koliko je to upravo u skladu sa onom prvom slikom! Koliko je efektno, graficki pismeno i dinamicno, a pritom ispunjava upravo taj jedan zahtev koji za kalendar imam. Dizajniran jos 1981, sada ga samo update-uju za svaku narednu godinu.


I na kraju, favorit koji se temom svakako, a sada vec i direktno formom vezuje za ovu skupinu fenomenalija, Nooka sat. Uvek kada se vratim na njihove satove pomislim - kako to da do sada nisam kupila neki i ponovo zakljucim da je to samo zato sto ne mogu da se odlucim...


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LONG AFTER you finish with your school days it's kinda hard to sit and read real thick books. I guess it's pretty usual that when you HAVE TO do something it very hard to make a switch in your head making that particular studies interesting and feeling it necessary for growth in your profession. That is exactly what I did! It seems to me that all this brain exercising and getting to know even the first layer of Aesthetics is exactly what I needed to move on. Without scratching the design theory surface I'd still feel like a craftsman not that I diminish their contribution, don't get me wrong. And I also feel that theory gives me a specific anchor in my work confirming and broadening my knowledge on creative process' base.

Just when I got involved into this brainy stuf
f a bunch of beautiful examples of theory living loud in design are buzzing all around me. And just like a good logo is always good in black laid simply on a piece of simple white paper and therefore good in every other color, all of these examples you're about to see are executed in black-grays-white.

The first example is a spread from Gestalten's book Playful Type. This exact piece joins like a million of my favorite interests in both content and form. Without further expanding of the theme, some of those would be joining of classic Greece and Beck's current release, cosmos and wood textures, contrasts and millions of grays. This is familiar and close to me in a way I recognize this as something I made. Love it!

Then, one of the ads from Puma's campaign with a burst of fully abstract model's surroundings. And that TV commercial belonging to this campaign also carries this feeling, the one where people in new shoes lift from the ground making one linked mass of people.

And then, something highly practical in it's use, as New year approaches the thought on new calendar appears, I'm thinking the only thing I'd like to have on my main wall calendar is moon phases. And I remember the fabulous one from MoMA Store, that black one, gorgeous... How in harmony that one stands with the first image! How literate, graphically powerful and dynamic is that and fills the only thing I ask of a calendar for the next year. Designed back in 1981, it is being updated every year. Want it!

And finally, an all time fav that matches in concept and form both to all these beauties, a fabulous Nooka! Every time I remember those watches I think how come I never bought not single one of them by now, and every time I come to the same conclusion - the only reason is - I can't decide!

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