ITAP Design Canons - So Me

So Me is a Parisian graphic designer/animator. He is the art director for Ed Banger Records, So Me provides the artistic and visual identity which accompanies the Ed Banger Records brand of music. As well as creating album artwork he has explored other media, including music videos, magazine illustration and t-shirt prints.

He has created award-winning music videos for Justice, Kid Cudi, MGMT, DJ Mehdi, Kanye West and Duck Sauce’s ‘Barbara Streisand’. So Me is the main designer for the clothing company CoolCats, he has also designed t-shirts for H&M and Japanese label Revolver.

Coca Cola teamed up with Justice and So Me to develop a specially designed bottle for the Coca Cola Club. The bottle features the ‘Do the dance’ slogan, lyrics from Justice’s song D.A.N.C.E, the bottles main feature is revealed at night - it glows in the dark.

So Me animated Justice’s video D.A.N.C.E, which was nominated for the 2007 MTV Video Music Award. In the video Auge and Rosnay walk and the image on their t-shirts constantly change, depicting cars, people, numbers, patterns and lyrics.

So Me also directed the video for Justice v Simian ‘We are Friends’ which won Best Video at the MTV Europe Music Awards (2006) which didn’t please Kanye West who was also nominated for this award, he stormed the stage and ranted: "My video cost a million dollars, Pamela Anderson was in it, I was jumping across canyons and shit". For his next single ‘Good Life’ he approached So Me to create his video, it features Kanye and T-Pain performing with animated backgrounds and mouthing the song lyrics which appear in large letters.

From Novice to Expert

The Novice to Expert scale is based on the Dreyfus model, which provides a way to assess and support progress in the development of skills. Advancement through the various stages requires motivation, hard work and an eye for design. Reaching the expert end of the scale may take years and a variety of experiences is also key. The Expert level means your work is at an excellent standard however does not suggest that progression ends, learning new skills is still as important as ever.

As I developed an interest in graphic design at school and advanced on to a BTEC in Art and Design, I would say I was a novice in the field. A Novice is said to need close supervision and instruction to produce satisfactory work. I had little confidence in my work and had minimal knowledge of the area.

Progressing through my course I felt I was still at the Beginner stage, although I had a better knowledge of the practice, having worked on graphics based projects and having researched into designers, the standard of my work still needed improvement. I was however able to make more decisions about my own work without advice and create more resolved pieces. 

Gaining a place on the Visual Communication course at BCU has allowed me to develop my skills further, and I feel I’m now edging on to the competent level of the scale. The standard of my work has improved through working on the ‘Introduction to BIAD’ briefs and by looking into aspects of design that influence and inspire me. By the time I come to the end of the course I hope to have a greater depth of understanding of the practice, be able to confidently make decisions and take full responsibility for my work and therefore be at the Proficient stage.

I think the Expert stage on the scale will come after leaving university, and experiencing what it is like in the graphic design industry, conversing with clients and completely briefs successfully. Having a vast understanding of the practice and what is required, and going beyond the existing boundaries of design are also what I hope to achieve.

A graphic designer who I see as an Expert is Kate Moross, she works across various disciplines within graphic design including typography, logo design, advertising and t-shirts. I have recently discovered her work after looking into how designers get their work into the industry and coming across her website. She has developed her own style over time, which is very illustrative often using abstract shapes, bold colours and free form type. As well as commercial briefs she works on personal projects, allowing her to continue being inspired, experiment freely and generate new thoughts and ideas.

Launching into a creative industry and becoming an ‘expert’ can be challenging.

There is a lot of competition within the commercial environment and therefore it is important to develop a style that is distinctive. Gaining feedback and reactions about your work is very important in developing and improving your own visual style.

In a nutshell as a graphic designer you need to develop your skills to advance from novice to expert. Throughout this process it is important to learn and experience as much as possible.

How does text change the context of an image? How can text influence us emotionally?

Text is a fundamental part of graphic communication, it can compliment an image or completely alter the meaning of it. It can be used to explain the image or change the emotion that is felt when viewing the image. The combined use of visual and textual language is important when communicating to an audience.

A simple photograph can capture a moment in time, the emotions, the setting and the people there, it can often also misguide people, giving us one impression when infact there could be a hundred explanations to the reason behind it.

This photograph is by Joel Sternfield, from his book ‘On This Site’. Without text you would think nothing much of it, that it’s just a slightly run down house or it could easily be a photo you see in an Estate Agent. However when seen with the accompanying text you realise it is infact a site where hundreds of toxic chemicals have been dumped causing residents to get cancer and babies to have mutations. This changes the meaning of the image considerably, having a more dramatic impact on the viewer.

Sternfield explores this theme throughout his book, looking at places where tragic and unthinkable events have happened. He shows us how we tie emotions to certain places and that these places cannot be forgotten because of what has happened there. The lack of humans in the photographs makes them even more surreal and desolate.

Charity campaigns often use text to influence us emotionally.

This advert for Refuge, (a domestic abuse charity for women and children) manipulates the audience’s emotions by looking at violence from a child’s point of view. Using a letter written to Santa, in simple language and in the handwriting of a child it makes people react and feel empathy for children in that situation. This poster has been designed specifically to trigger people’s emotions to encourage them to support the charity, giving money or otherwise.

The text below the letter reads, ‘90% of domestic violence is witnessed by children’, by having this fact it strengthens the urgency and importance of the piece.

In conclusion, the effect of text on an image can drastically alter its meaning and context. When an image is viewed by an audience assumptions and opinions are naturally made. If accompanied with a simple line of text this can instantly change how the image is perceived and the emotions that are felt. Occasionally artists/designers decide that they want their audience to have their own interpretation of the work and therefore don’t include any text to explain it.