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Creative process for May 2004 design
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Stage 1   Stage 2  

Stage I
For this quote by Lily Tomlin, our original concept was to render a face through typography, shading, and color. However, at an early stage, we saw we would either need 3-D imaging software or foreswear sleep and food for the next 6 days and do it by hand. Since we have no 3-D imaging software and we prefer to sleep and eat, it was back to the drawing board.

 

Stage II
Far less scary-looking but equally depersonalized, this concept illustrates the essence of Tomlin's quote by making reference to our digital culture. OhLaLa, the bitmap typeface, gives the feel of computer type, while the somewhat disconcerted emoticon at the bottom reduces the human face to its most abstract elements. Yep, it's the depersonalized 21st century all right, but this composition isn't quite working.

 


  Final  
 

Final
Much better: We removed the top rule and centered all elements to create a more "free-floating" composition that mirrors the lack of identity referred to in the quote. We adjusted the length of the rules to relate to the width of the copy above them. The quintessential "generic" look is complete with the straightforward composition and stripped-down palette. Welcome to the future!