Monday 30 September 2013

GRAPHIC DESIGN BY JOSIP KELAVA


Josip Kelava
Why is it interesting?

decied to look at Josip Kelava, as during my first year I saw a few of his designs but didn't look at him personally as an artist. I really loved his design for the Melbourne dance academy and the infusion of type an image had a modern and clean aesthetic, which is something I would like to create digitally. I wanted to see what other projects and styles he explored in to get a better understanding of the designers principles and what he specialised in as I see his work as a source of inspiration.

In researching this artist I hope to find out what inspires him, his skill set, clients, blogs and how he creates his work.

History

Josip is a Croatian born, art director, designer and photographer. He lived most of my life in Australia’s design capital, Melbourne and graduated from Swinburne Faculty of Design. His work is modern, bold, confident and memorable. He generically uses type and image to create his designs and specialises in typography and branding

"My direction towards the design world connects with my passion for photography, my lust for typography and the thrill of creating something from nothing. When I think about Graphic Design, I feel as though it is everywhere. It is a mix of storytelling, craft, science and philosophy. The world is constantly changing and as a designer, I believe I need to adapt. Learning new techniques and stepping outside my comfort zone is how I want to grow as a designer." - Josip Kelva

Work






Source

Metropolis is a font design by Josip which is inspired by 1920's industrial movement where skyscrapers where born. Using a double line technique on illustrator, he wanted to create an Art Deco style font that represented this era. The result is a bold, bumptious typeface with a stolidly calm disposition.




Anatomy Illustrated is a book designed to showcase the master illustrators of the 16-19th centuries. In particular, it focuses on the illustrator William Cheseldon who was an English surgeon and teacher of anatomy, and who was influential in establishing surgery as a scientific medical profession. His works, along with many other illustrators, have been redesigned to a modern style, incorporating typography as a sense of interaction with the illustrations.  I really like the use of typography used in this book and how it is manipulated with the image to look seamless, the process in which this was created could have been possible on photoshop and the layering technique to create this design.  Also I like the contrast of both modern and old styles of design that are used which really compliment one an other.



Source

Geomas was created through an inspiration of music, specifically dubstep. The type is futuristic, bold, calculated and systematic, which is just like the rhythms in that genre of music. I think the geometric shapes within the type make it modern and pictur-esk when manipulated with an image and the images of spacemen enhance this types overall image. 





Manifesto is a black and white photographic competition for university students studying Photography in Melbourne were Josip created the brand identity for it. Being a B+W competition, I like how he works with negative space and contrast, to entice the viewer’s participation in comparing various components while adding variety to the total design. The contrast from these two colours creates geometric optical art and gives the designs a sense movement. The design has also been transferrable onto posters, separate images and publications. The design also creates a complicated but innovative typography which actually spells out manifesto.

Logo's

Josip Kelava has also created a lot of logo's for companies giving them brand identity, which experiment with type.

 Hello Beer Carlton Dry Concept

I really like the use of negative space for this logo as the shapes create the outlines for the missing letterforms within the logo. The design flows consistently through it's use of bold and subtle outlines to make it stand out. The type is also kerned very tightly and the composition of the letterfroms look even and aesthetically pleasing.

Wah Wah Lounge Nightclub 

The contrasting type in the logo, works really well together by putting a futuristic and geometric style font with a script font. I also like how the white outlines of the script font make it look 3D and creates a digital light sign that you would see in nightclubs which connects well with the company and target audience. The alignment of the type all connects by one letter from intertwning with one another which again makes it look visually pleasing and makes the design flow consistently. 
Christina Kelava Essential Oils


The design for this logo has been inspired by the Essential oils company which has transcended into the style of the letterforms, they loose and liquid like which work really well in getting the message across about the brands values and what it entails. Again the alignment of the type is very close and the swirls from the letterforms flow into each other making the type look like an image. 


Facts


Target Audience

The target audience for Josip Kelava works, in personal opinion are people who are into modern, clean and futuristic design that is in touch with the forever changing technology in the design world. His target audience would also include people who are also into popular culture and high-end brands which is displayed through his clientele that runs from independent coffee shops to Mercedes Benz who are a forever changing company trying to maintain a fresh and buying audience with the update of their cars. 

Conclusion

In researching the artist further I identified Josip's clientele, which allowed me to see who is target market are and the reasoning behind his design decisions. The way in which executes and calculates his ideas through both digital and hand rendered practices. His inspiration behind designs which is either through popular culture, music, historical events or a brands values which all help him create a strong and clear message to an audience. I also discovered that he not only creates type, but experiments in packaging, branding, photography and art direction which is interesting to see how all these components set his work apart form anyone else's.

I have enjoyed looking at this artist's work and would like to be able to work on my personal skill set to create designs at his level.


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