OUGD505 - Studio Brief 1 - Publication Planning

Printing method:

In regards to the printing method that will be used to print my publication I will not be completely sure until the design is complete. If the body copy's point size is large enough I would like to attempt screen printing the whole book in black with a consistent spot colour throughout. This would help me keep the environment in consideration as i would have the opportunity to use water-based inks to reflect on the bike's environmentally friendly nature. However if the body copy is too small to screen print I'd digitally print the black and then screen print the spot colour over that.

Binding method:

To be consistent with the simple nature and aesthetics of fixed gear bicycles I don't want anything too complicated and i want it on show so the neat and functional design works with the binding and the subject matter. I think stab-stitching would be the best way of achieving this effect. However I have never done it so I will organise to see Sarah at Vernon Street to see if she could teach me and allow me some time to practice. This will have to be done after the 7th as my finger is broken and will not be fixed until then. Stab stitching is a Japanese method of binding which would also help build on my context as fixed gears are the most modernist form of bicycles possibly as they are stripped down to the most functional elements of mechanical parts.

Stock used:

Because bicycles are so environmentally friendly I want my stock to speak that too, I will use an unbleached stock which will naturally be an off-white colour. I would like an amount of grain which feels good to touch but not enough to destroy printing details or make the body copy illegible. I found a seemingly appropriate stock to use from Gruppo Cordenons in Italy called Flora Anice Uncoated which is a 100% recycled and naturally textured 130gsm stock. I sent them an email to enquire if they have it available in A3 to use in my publication as well as a sample.




The reply I received confirmed they have it in both weights available in SRA3 which is far better than expected.This will give me the necessary space to trim the publication down to exact size. I ordered a sample to test with folds and print as well as texture and feel.

Packaging method:

These are the ideas I had on the packaging for my publication, I shall find out in the crit what people think will work best.







Imagery:

For the photographs in my publication I have e-mailed a professional freelance action photographer in hope that he could provide me with some high resolution images that would complement the design of my publication.




He sent me a variety of 100 photos to choose from and I picked my favourites for the work from them, I also requested some I saw from his website.



























After receiving the full resolution copies I had all the imagery I could need. Our crit provided me with the push I needed to continue with the design.



OUGD505 - Studio Brief 1 - Planning and Preparation.

Our publication is limited to 16 pages which gives us enough space to inform/educate the target audience about our topic without going over the top with content as well as not providing enough.

For my publication, 'An Introduction to Fixed Gear Cycling' which will be directed at young professionals seeking a more eco-friendly and healthier alternative to driving or using public transport in urban/city environments. This publication will benefit the audience by explaining to them everything one needs to know about cycling with a fixed gear, the culture that surrounds it and anything else worth knowing to someone aiming on a decision whether it would be good for them.

The subjects I will cover within the publication include:

About:

A four page overview of what a fixed gear bicycle is and how it works.

Uses:

A two page summary of the uses which are dominant with fixed gear bicycles, the reasons people use them, the kinds of people that use them and what they are used for.

Advantages/Disadvantages:

A two page list of the advantages and disadvantages of how fixed gear bicycles work and what they can and can't do.

Build:

As much as there are far fewer pieces involved in the build of a fixed gear bicycle to a geared equivalent, these parts must be explained along with their importance mentioned. This will span over two pages.

Maintenance:

This two page summary will explain what one must take care of when owning a fixed gear bicycle and how to keep it running at it's optimum.

Competition:

Finally, the publication will have two pages with an overview of the competition culture involved with fixed gear bicycles in urban environments. The competitions will be identified and explained for the audience's knowledge.


This leaves two pages for an introduction at the beginning of the publication as well as an outro/credit list at the end if other sources or people were involved in the publication.


For the preparation of the copy-writing of the publication I will need to research further into the chosen elements of fixed gear bicycles. This can be found on my Design Context Blog.

OUGD505 - Studio Brief 1 - Body copy

Intro/Contents:

Learning how to ride a bike is a moment that you will always remember. No matter how long you haven’t done it, you will always be able to do it.

Unless you have just discovered fixed gear cycling of course. Fixed gear cycling is as stripped down as it can be; the only variables involved are you, the pedals and the wheels. It’s as mechanically simple as it can be as a piece of transport.

If you are used to the luxurious feeling of multiple gears to help you climb and descend hills, the ability to keep going even though you are not pedaling, and the multiple mechanical aspects of a bicycle designed to make your life easier, then you are in a different world.

A fixed gear bicycle’s only source of power is from the riders themselves. Rather than relying on mechanics, it is all achieved from the person on the bicycle. This provides many benefits to the rider such as fitness, fun, pedaling efficiency, leg suppleness, good circulation and traction in icy or rainy conditions.

These are the main aspects that entice most cyclists into using a fixed gear bicycle. If not as their every-day bike, then their part time bike.

Others are influenced by the aesthetics they deliver. Due to the simple nature of these bicycles, they tend to be lighter and less clunky. This paired with the extensive variation of customisable elements of the bike makes this way of cycling far more appealing to people that appreciate things that look good as they are able to customise everything to what they want so they can have a unique bicycle that they know no one else has.

About:

This kind of bicycle is the oldest and most simple form that exists in the world today. In a sense, a single speed bicycle without a free back wheel. Even though bicycles have been developed to allow an easier form of cycling, large amounts of people are still using this form of cycling. Many who have not ever used one would find it “stupid”, “dangerous” or simply just can’t understand why anyone would still use them. There is a mystical connection that cyclists feel when on a fixed gear bicycle, the bicycle is in a way attached to the rider and everything is controlled directly through them, there are no mechanical elements doing anything for you or making anything easier, if you are pedalling, you are going and that is it.

It takes a lot of practice to develop the right skills, knowledge and awareness to ride a fixed gear bicycle properly as most are used to a freewheeled machine in this day and age. So when a rider first uses a fixed gear bicycle, they will subconsciously attempt to coast, however the bike will not allow it. It takes normally a couple/few weeks to get to grips with it however once the art has been comfortably developed, a new enjoyment in cycling appears and many aspects of the way a fixed gear bicycle works just makes it more fun than a geared equivalent.

In respect to fitness, fixed gear bicycles are far better for your body because of the developed subconscious act of coasting is not possible. Therefore, simply the fact you have to constantly pedal to move, whether the land is flat, uphill or downhill your energy is being used. The muscles in your legs and arms are working together with the crank-set and chain allowing the wheels to move you.

Going up hills is generally hard work dependent on your gear ratio, as you have to push both yourself and the bike upwards on the same gear that you’d predominantly use for flat land. This makes it all far more enjoyable as a challenge is set within yourself to get up the hill without having to get off and push. This generally encourages people to try harder and push themselves closer to their limits unlike with a geared bicycle where people would be far too tempted to flick a switch to gear down and make the process entirely easier.

Cycling downhill to some people is far harder than uphill because instead of pushing forward harder to increase the force providing the momentum of the bicycle, you are instead either pushing resisting on the pedals to keep at a reasonable pace, or you are letting your legs flow with the momentum of the wheels and spinning the cranks at a really high rpm, sometimes up to 170. The first option isn’t very good for your knees however the second is actually really beneficial for your circulatory system and increases the suppleness in your legs and also helps you develop a smoother pedalling style, if you didn’t, the high-speed movement of your legs would force you to bounce up and down in your seat making what should be a very smooth and enjoyable journey, a bumpy one.

With a fixed gear bicycle you develop a much stronger connection with the bicycle and it’s moving parts. This gives a better response to the ground you are cycling on making traction easier to monitor in wet or icy conditions. This is the reason a lot of cyclists choose to ride a fixed gear bicycle during the winter months as well as training benefits for competitions and performance in the summer months.

This exact development of “feeling” with the bicycle helps the rider control the bicycle in bumpy conditions or challenging corners. When riding on the road, all cyclists learn how to post over bumps and the most popular way is coasting. As a fixed gear bicycles can’t, the riders of these kind of bicycles have to learn how to unweight the saddle without breaking stride on pedalling making the whole experience smoother and more enjoyable. They also begin to understand the front brake mechanics better and exactly how far or hard they can press it without lifting the back tyre off the ground. This is because a front brake is the predominant form of cutting speed on fixed gears as back breaks wouldn’t work effectively and there should always be a back-up form of stopping on top of either skip-stopping or skid-stopping by resisting on the pedals and stopping the back wheel.

Uses:

The versatility of fixed gear bicycles is larger than most would expect. These simple machines of transport are universally used for many reasons and uses. In congested cities you will find bike messengers who are predominantly used between businesses to quickly transport letters/parcels or other goods or products. This is due to the amount of traffic making transport by car slow, difficult and frustrating and could turn a quick 20 minute job into a couple of hours which could be spent on more productive things.

Bike messengers tend to stick with fixed gear bicycles because of a variety of reasons. These include the simplicity of the maintenance to reduce problems and dangers in work, using a high gear ratio will make them faster for the majority of the journey, the lightness of the bicycle allow them to load more cargo without making the bicycle too heavy and finally the handling advantages help them weave through traffic to get to their objective faster.

Track cyclists use fixed gear bicycles in the velodrome both in training and races also for a string of reasons. Brakes are not permitted on the course due to safety hazards, they aren’t needed either as it is a constant circuit, everyone is cycling in the same direction, and when reaching high velocities it is safer to slowly add resistance to the pedals and slow down that way. As well as this, track cyclists are able to put higher gear ratios on their bicycles to reach an extremely high speed once they are pushing themselves to their very limits. Stripped from any unnecessary components and accompanied with an aerodynamic helmet, track cyclists have the lightest and most aerodynamic set-up and have higher chances of reaching higher speeds.

These are the most common uses in fixed gear cycling along with urban city riding and commuting for the same reasons as the bike messengers. On top of these popular reasons for riding a bicycle with a fixed gear we have the peculiar and the different.

Other cycling sports that use a fixed gear bicycle consist of cycle ball, bike polo and artistic cycling. Cycle ball is what it sounds like and is a competitive sport spanning off the popular sport football, which is exactly the same, but on a bicycle and with two players on each team. Bike polo which is identical to normal polo but on top of a bike rather than a horse, there are two types, hard-court and grass. And finally artistic cycling, which is a competitive, indoor competitive sport, where athletes perform tricks on fixed gear bicycles in a form similar to gymnastics and ballet. These tricks are performed in front of a panel of judges in singles, pairs, four or six man teams.

Advantages/Disadvantages:

Like anything, fixed gear bicycles have both advantages and disadvantages; does one weigh the other out? Do they balance out? Is it an opinion or a fact? It could be any of those things; People use bicycles for different things, especially when fixed gear bicycles are involved.

If you are a racer then you want to go as fast as you can possibly go on a bicycle, this leads to a fixed gear because of it’s low weight, it’s simple and easily customised into a very aerodynamic form, the chain-ring can be changed as the rider becomes more powerful, and finally there is very little to go wrong on it.

If you are commuting to work, you want reliability, you want handling, simplicity and speed in case of running late. This equates to a fixed gear because of it’s lack of unnecessary components making maintenance far simpler than a geared equivalent, handling is directly controlled by the rider and you can’t be restricted with a fixed gear because it is purely an extension of your own actions, and finally it’s speed is controlled by the drive-train which is changed as the rider becomes stronger.

As well as the listed advantages listed above, the drivetrain on fixed gear bicycles is more mechanically efficient than any other bicycle because of the direct power and energy being transferred from the rider to the wheels via the chain rather than passing through other mechanical elements. The transmission achieved on a fixed gear bicycle s particularly useful in winter conditions when surfaces are wet and icy, with more grip, riders tend to be more confident in the winter months with a fixed gear. When descending hills, the speed at which legs move is increased to extremely high rates that helps suppleness and circulation in the legs but is very difficult. This also increases pedalling smoothness when riding. All in all, using a fixed gear bicycle increases the riders cycling skills in power, handling, cadence, mobility and efficiency.

Disadvantages include difficulties in riding up steep hills if the correct gear ratio is not used, forcing some to get off and push. Riding down hills can be difficult even though there are benefits of it. When a rider first starts riding fixed gear, they may attempt to coast, however because it is not able to, this can sometimes result in a kick to the trailing leg which may cause loss of control. Loss of control is also an issue if riding around corners at high speeds as the pedal can strike the ground and also cause a kick. Some riders don’t ride with a front brake because of either confidence in skidding skills or because they want their bike to look simpler, however this is unintelligent and dangerous and will cause the rider to be far more nervous on roads taking a lot of fun out of cycling as well as risking their own lives and possibly others.

Build:

The build of a fixed gear bicycle is as mechanically simple as a method of transport can be. It involves the person, pushing the pedals, moving the wheels and it can’t be made any simpler.

The build of a fixed gear bike itself consists of a frame, traditionally made of steel but nowadays it can range to steel, titanium, aluminium, carbon-fibre and combinations. The frame can range in geometry and sizes for different rider heights. Forks, which are primarily made of the same product as the frame or carbon fibre for smoothness on roads are to hold the front wheel. The bottom bracket, which is a mechanical component made to connect the drivetrain and both pedals as one so they move together, this is fitted into the bottom of the frame. The wheel, the front is only connected to the fork whilst the back has a fixed sprocket that the chain sits on. The crank-set that consists of a chain-ring for the chain to sit on and the crank arms that connects to the pedals. The seat-post that the saddle is suspended on to connect it to the frame. Finally, at the front there is the headset that is the mechanical element that connects the stem to the forks. The stem which fixes the handlebars to the frame, and then there is the handlebars and front brake.

It sounds like an awful lot but that is the entire bicycle in parts, no other gears to worry about, no derailleur, no gear switch, no freewheel sprocket and no rear brake.

The customisation elements of the bicycle are endless with fixed gears as they are so mechanically simple, they are easily made unique and look beautiful as a piece of mechanical transport the majority of the time. Sadly, this element of the bicycle’s nature encourages people that only care about their looks and how other people view them to ride them, this creates a stereotype of all of the people that ride these kinds of bicycle as one of them.

Maintenance:

This is a big advantage to people who care little about maintenance or do not have the time on their hands to learn or complete it. The only things that must be either checked or done on a fixed gear bicycle is cleaning it every once in a while, lubricating the chain bi-weekly and making sure the bolts are tight. This on top of the regular tire pressure checks will make riding a fixed gear bicycle a pleasant and fun experience with no problems at all.


Competition:

There are a huge variety of competitions involving fixed gear cycling. The most popular of those, alley cat races are city-based races which traditionally consisted of bike messengers who wanted to use their developed urban cycling skills for fun as well as their work. Some are quite safe and as rules of the competition, require you to obey road laws. However some like the Monstertrack race held in New York’s only rules are that you do not have any brakes and it is a fixed gear bicycle. This encourages irresponsible and dangerous cycling where participants race through red traffic lights, into crowds of people and endanger their own lives as well as other people in the surrounding areas of the recklessness purely to get from A to B as fast as they possibly can.

Other competitions involve include games of bike polo, cycle ball and artistic cycling. These can be friendly games or competitive championships or leagues.

OUGD503 - Studio Brief 2 - Collaborative Practice - Personal Action Plan



This was later changed to:

Custom typography.
All of the application apart from log in page, payment page and delivery page.
Screen print the boxes.
Make the boxes.
Photography.
Adshell poster.
Design boards.
Submission.

OUGD503 - Studio Brief 2 - Collaborative Practice - Dominos Pizza Roles and Responsibilites



OUGD503 - Studio Brief 2 - Collaborative Practice - Dominos Pizza Concept

Me and Joe got together to plan and develop our concept which we could work from and receive some feedback on our concept crit. I feel like this went more successfully than expected, even though I received bad news that my finger would be in a splint for another three weeks, we had a good set of ideas and concept strategies spanned from an afternoon of working together.







 After we had our idea in our heads of what we wanted to do, we created a digital concept board to outline the key elements and make it easier to present in our first crit.


OUGD503 - Studio Brief 2 - Collaborative Practice - Collaboration Brief Decision

Sat down with Joe and discussed the briefs we had available to us. We narrowed it down towards our experience and our skills to the following:

YCN - Royal Albert Hall










Pros + Cons of Brief:

Pros:

Charity/Good cause
Not a restricted media output (website, blog, e-mail, social media, print and PR.
Practice in persuasion.
Access to archives for information.

Cons:

Not local enough to take primary source photography or speak directly to people involved.
Audience is extremely diverse.
No high-res photos provided.



YCN - Domino's Pizza








Pros + Cons of Brief:

Pros:

Full creative control/flexibility.
Branding guidelines are well outlined.
Multiple media outputs.
A love of the brand/product/deal.
We are the target audience.

Cons:

Branding outlines may restrict us.
No exact wants/needs.

YCN - Boost









Pros + Cons of Brief:

Cons:

I am doing something similar for Purdeys D&AD.
It's for a female market.
Difficult to mock-up/create, time would be better spent designing.


Chosen Brief: Dominos.






 

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