Mon, May 18, 7:31 PM- Hi Luiza
Mon, May 18, 7:32 PM- Hello hello
Mon, May 18, 7:32 PM- Ok so how did we come up with the design of Maquette!
Mon, May 18, 7:33 PM- I feel like we started at a pretty basic level. Like with the definition of what is a maquette.
Mon, May 18, 7:33 PM- Right, a prototype, a test, something in progress
Mon, May 18, 7:34 PM- Exactly.
Mon, May 18, 7:34 PM- I remember holding on to the idea of something that is constantly changing…
Mon, May 18, 7:34 PM- Since CCAM works with so much technology that is in constant evolution
Mon, May 18, 7:35 PM- Yeah and how to show that sense of “constant evolution”
Mon, May 18, 7:36 PM- That it isn’t necessarily about point A or B but that motion in-between the two
Mon, May 18, 7:37 PM- Oh yeah, an identity that is constantly in movement
Mon, May 18, 7:38 PM- Early sketch we presented:
Mon, May 18, 7:39 PM
- I think that metaphor helped make things feel more open for me. Not to be cliché but to think about things focusing on the journey and not the destination necessarily.
Mon, May 18, 7:42 PM- Yes!
Mon, May 18, 7:43 PM- It’s how maquettes should function, right? As a way to navigate our Ideas when they’re still nascent and malleable.
Mon, May 18, 7:46 PM- Right. So we knew that conceptually that’s what we wanted to convey… and from a visual standpoint we kept it simple with graphic devices that evoked the “in progress” idea like a loading progress bar
Mon, May 18, 7:46 PM- We wanted to make a system that would allow for different kinds of content like interviews, long form writing and short too; color images and maybe not-so-great images sometimes as well
Mon, May 18, 7:47 PM- We went with a black and white palette that can take cues from images for accent colors:
Mon, May 18, 7:47 PM
- And a word mark that had two “t”s together making for a bar
Mon, May 18, 7:48 PM- Oftentimes used in repetition
Mon, May 18, 7:48 PM
- We also brought in a handful of ways to render the content as if it was loading or like they were ideas that were so new and big, they couldn’t be seen all at once. Things like having images and text fade in or using a scrolling marquee.
Mon, May 18, 8:00 PM- We knew we had 2 big first expressions of the identity: a print publication and an online one. The website would need to host not only the current issue of Maquette but archived past issues too.
Mon, May 18, 8:03 PM- In print, the “in-progress” quality was translated into gestures like a hyphenated title that breaks to the next line and images that bleed from one page to the next.
Mon, May 18, 8:03 PM
- The proportions of the book are of a computer screen too.
Mon, May 18, 8:10 PM- Thanks to being a part of Yale, Maquette has access to remarkable photographers from the School of Art’s MFA program. Knowing this, we wanted the cover to be minimal and celebrate the issue’s imagery.
Mon, May 18, 8:10 PM
- With this basic structure in place, there was a lot of freedom left to be expressive with material, color, and layout. There’s potential for these things to react to the issue’s photography and content in a way that subverts your expectations of a technology-focused publication.
Mon, May 18, 8:19 PM
- I’m looking forward to seeing Maquette in print! We should note that these are sketches and mockups we’ve been working with until we can go into production 😊
Mon, May 18, 8:21 PM- The website is up though! And for that we wanted the content to move on screen, like this:
Mon, May 18, 8:22 PM
- So on the home page each “article” would move and “wrap around”
Mon, May 18, 8:25 PM
- And if you click on one, the same effect happens with pullquotes
Mon, May 18, 8:25 PM
- Another touch was making sure that all instances of double “t”s were now to be connected in a special tt ligature, not shown above… but online here:
Mon, May 18, 8:26 PM- https://yalemaquette.com/
Mon, May 18, 8:29 PM- Oh and the homepage changes with each issue!
Mon, May 18, 8:29 PM
- Oh and the online edition also reflects the changes made to the print version with the home page and accent colors changing with each issue!
Mon, May 18, 8:36 PM- It would be fun if we could add some copy on the website that explained how it’s… still in progress haha
Mon, May 18, 8:38 PM- I could totally see that being an aspect we embrace more and more. As a reflection of emerging technology and art, how could the design also feel like something in flux? What does a contemporary maquette look like?
Wed, Sep 2, 7:13 PM- DEACTIVATE
Wed, Sep 2, 7:13 PM- !stop!
Wed, Sep 2, 7:17 PM
