Vince Frost, one of my favorite designer, who set up Frost Design in 1994 and moved to Sydney, Australia from London in 2004. I knew him for the self-study project, which asks us to search a range of designers and artists.
At first, the poster that they design for Sydney Dance Company attracted me.
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The Director’s cut was a suite of three different performances to celebrate Graeme Murphy’s 30 years with Sydney Dance Company. With the campaign identity, they used the idea of ‘Cut’ very theatrically- with dancers hanging off the letter ‘C’ and blood running down their arms. This sets up an interesting interaction between the typography and the photography, with the huge red ‘C’ and the ‘bleeding’ dancer, the poster became extremely striking visually, and placed on bus shelters all around Sydney, was instantly. After that, I was Google him and try to know more about him. His work really interesting, and I like his bold typography, big images and contrast. It’s really hard to describe his style. Because even his design studio created and run by graphic design, he still works on advertising, digital environmental and fashion clines. I really like his work because his work always upbeat and modern. This is the poster they design for SOYA Awards (Spirit of Youth Awards).  The Qantas Spirit Of Youth Awards help Australia’s new creative innovators to take on the world and their careers to the next level. Fashion designers, musicians, artists, photographers, visual communicators, object designers and filmmakers under 30 are invited to enter their work for the chance to win cash, Qantas flights and mentorships with leading lights of the international creative community. Vince is well known for his bold use of typography and creative solutions, this poster is really a clear proof. The typography and the layout are very special, simple outline of letters and it uses the glass texture, the whole style is very fashion, and this is really attracting their target audience ---youth people. This is also the reason why they work attract me. I am interested in him, I read a lot of articles on website which about the interview of him and watch the video about him at YouTube. I want to know how he thoughts what’s in his mind and his attitude of design. Actually, I think his thought and something he said about design is inspire me more than his work. Vince Frost said: “The difference isn’t design, the difference is identity, and identity isn’t just a logo, it’s a culmination of colour, format, editorial approach, all that kind of stuff. If a client says ‘I don’t like the colour’ it means you’re not doing a good job, because it’s not about the colour-unless it’s a colour shop.” I think about what he said, it means that the overall coordination is very important and we always easy to ignore it. When I doing the project, sometimes I was too focus on one of the stuff like colour or format, and ignore the overall coordination. I was misled by the problem, which is the most conspicuous in my personally thought. For example, when my design nearly to be finish, I find the colour not really use well. Then I change it times after times, but still not very well. Why I never think maybe it’s not the problem of the colour, it’s the problem of the layout, texture or something of the stuff like that. On the side, I used to think someone don’t like my work it’s not my problem, just he don’t understand my art. But now I think When tutor, classmate, even in the future my client they don’t like my work it’s better to communicate with them than think in a self-closing way that I used to be. ”Design is that answers the brief and more. Finding a unique idea that only can come from the opportunity that you have with the brief. It’s a collaboration between you and the client with the objective of making something exist, giving to an idea and making it reality.” This is the definition of successful design by Vince frost. From this I figured out two things. Firstly, designer is not the same as artist, graphic designer is the one who use his work to answer the brief and use their work to help people to solve the problem of communication. Not create some intricate art what is that people can’t understand. Secondly, if when my client and audience can’t understand my design, it’s better to communicate with them than think in a self-closing way that I used to be. I think about that why he is outstanding in a range of designers? We all know be a successful designer should have excellent talent to figure out the perfect way to answer the brief, and masters exquisite technology to let the perfect idea realized, everyone know this but why not everyone be like him. What make he be different with others? People always think that, childhood has a great influence to a designer and his design. Vince Frost said:” I was born in Brighton England and my parents and I immigrated to Canada when I was 18 months old. I grew up in a little town called White Rock near Vancouver B.C. I was always outdoors. I have lived in 45 houses in my life. I have always been to new kid, the outsider. And as a result spent my childhood sitting on the fence as an observer. It made me a good listener, which has helped me in my career. I have lived in England, Canada, England again, Japan, England and now Australia. My dad was a compositor and worked on the Vancouver sun. He exposed me to type and playing with words.” I think that an excellent designer must be good at observing because in this way you can catch the inspiration from commonplace subtly. “We understand design, we understand business, but most important we understand the business of good design”.I visited his design studio by the video on YouTube. It’s a big open plan space with music playing and lots of diverse projects stuck on the walls and the floors, wonderful design environment, the most important is the they can communicate with different designer and each of them has different kinds of talents. They joke, discuss, research all the time and get inspiration for each other. It’s too darn attractive. I really want to be a member of them, working in the same studio with the designer who I am admire. I know it's not easy,but i will try my best, because i like design. Reference: http://www.frostdesign.com.au/ http://www.designboom.com/eng/interview/vince_frost.html http://www.australianinfront.com.au/events/post/frost-design http://www.youtube.com/watch?v=yXVKh4vsDEg |
