The Main Project — Phase 01: Research Essay

I. Introduction

A. Brief Introduction to Es Devlin

Esmeralda Devlin, more commonly known as Es Devlin, is an artist and stage designer.

She is known for her out-of-the-box ideas that were brought to life in different stage designs by

fusing elements such as music, language, lighting, and sculptures (Information, n.d.). In doing

this, she taps into different perspectives and understandings to perfectly relay the concept of the

event itself (Netflix, 2020).

B. Historical Context

Her love for creating 3D models, or sculptures, began when she took a course in theatre

design, where she had to create a good deal of 3D models. By the end of it, she won ‘The

Linbury Prize’ for stage design in 1995. Her first significant stage design work was done at a

Harold Pinter play called “Betrayal”. During this project, she uses projections to create the

background for the play instead of having to use physical props to create the play's setting

(Netflix, 2020).

C. Contemporary Context

Most of her works today combine the use of different media, such as 3D models and

gadgets. The combination of media allows her to set a new perspective and pathway in design.

Es Devlin also uses illusions in her design work, which creates a new idea many designers have

never thought of. The most significant influence on her work is her creativity and imagination

(Lewis, n.d.). These two skills could be considered as her greatest asset. Furthermore, Devlin’s

understanding and curiosity regarding different topics and perspectives also played a significant

role in her works (Netflix, 2020). She also has collaborated with various artists, such as Kanye

West, the Weeknd, U2, Lorde, and many more (Es Devlin, n.d.).

D. Difference Between Then and Now

It could be seen that the main difference with Es Devlin’s work then and now is the

advancement of technology. Since her early works, she applied gadgets in her designs to explore

different concepts and ideas. With the advancement in technology, Es Devlin is able to put out

more of her ideas into action, making them exist in material form. With this in mind, the

application of technology could be beneficial as they act as a bridge for the physical and digital

design realm.

II. Changes in the Design Industry

Seeing the use of technology in design, it could be said that the design world has

drastically changed. Today’s form of design could be interlaced with different fields and business

industries. However, the current workflow of design could be said to have been greatly

influenced by its traditional form. This may include the application of histories, theories,

concepts, or works.

III. Understanding Personal Field of Specialism

A. Introduction to Graphic Design

This also applies to graphic design. Graphic design is originally identified to create visual

contents that convey messages. These messages are usually conveyed by creating a connection

with human emotion, which could be done by using colours, and most importantly,

understanding colour theory, which results in the design conveying the needed image or message

(What is Graphic Design?, n.d.).

There are a number of design elements, techniques, and theories needed in graphic

design. Some of these include typography, colours, images, and icons. By having the skill and

understanding the use of different elements, techniques, and theories in design, designers would

be able to create a practical and ideal design that is able to relay the main message or image

while optimising the user’s experience (What is Graphic Design?, n.d.).

B. Understanding the Purpose of Graphic Design

Not only is graphic design essential to create an aesthetic design, but it is also an effective

way to communicate and gain attention. As stated before, graphic design’s primary purpose is to

create visual content that is able to relay messages. Being focused on the communication aspect,

graphic design is not only limited to the design industry, but it is also a vital part of other

industries. The most common example is business. In creating the proper design, businesses

would be able to build their brand image, whether it is through their logos, websites, brochures,

or other media. They could also effectively communicate their values and morals, as well as their

exclusive brand identity. Other than communication, having a good design could attract the

attention of people through its visually appealing design (Velocity Consultancy, 2021).

C. The Root of Graphic Design Elements

Cave paintings were considered to be the first form of visual communication as it is the

primary form of communication to gods or one another. With this, the concept of visual

communication has been unknowingly discovered. By 3,300 to 3,000 BC, the first form of

written language, known as the Sumerian language, was established. In 200 BC, China created

the first printing process using wood relief. The wood relief was used to print and stamp on silk

clothes, then changed to paper. By the year 1040, the first movable printing press was made by a

man named Bi Sheng. As the use of letters and words became apparent, typography became a

vital process in creating books or texts. By the year 1100, the European Heraldry created the first

form of logos, which was used to represent different family houses and territories. However, the

use of the logo began to change and are used to represent companies (Ellis, M., 2018).

D. Development of Design Industry

In the modern age, the first graphic design agency was formed in 1903 in Austria, known

as the Wiener Werkstätte. Being the only organisation that hires visual artists, this agency

changed the business and creative industry. Not long after, a German creative agency—known as

Staatliches Bauhaus—was formed. The formation of Bauhaus greatly impacted the design world

as they explored a new form of art style, introducing a new modernised art style (Ellis, M.,

2018).

E. Case Study: Pentagram

Today, there are a number of design studios as people understand the importance of the

design industry. One of the most successful design studios is Pentagram—formed in 1972.

Pentagram is led and owned by 24 designers, or partners, who are all considered as the leaders in

the design industry. They provide various services that cater the different needs of people

regarding design (Cantor, 2019). From graphic to sound design, the owners—who are the

designers in the studio—work independently and collaboratively in creating the ideal design. By

having this unique structure in their studio, they emphasise the importance of passion,

knowledge and skill, as well as personal commitment in the creation of designs, not just the will

to make profit through design (About, n.d.).

IV. Analysis and Evaluation

Learning from the history of graphic design, it could be concluded that today’s graphic

design workflow combines the different forms of visual communication done in the past. From

typography to colours, these elements play a significant role in creating practical and appealing

visual designs. However, it could also be said that other forms of creative practices, such as

architecture, illustrations, and stage design, play a significant role in developing graphic design

concepts, theories, and art styles.

V. Project Idea

With this, I could create artwork combining 3D models with other forms of media or

technology as a tribute to Es Devlin’s work. I would also explore different concepts that Es

Devlin had uncovered previously. Moreover, by applying the graphic design theories and

elements, it could create a balance in the artwork and prevent it from being uncoordinated with

the different concepts I may explore.

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Works Cited:

Cantor, A., 2019. 40 famous graphic design companies from around the world. [online]

99designs. Available at: <https://99designs.com/blog/famous-design/most-famous-graphic-design-

companies/> [Accessed: 10 August 2021].

Design Indaba. 2016. Lava Lab on the millennial renaissance. [YouTube Video]. Available at:

https://www.youtube.com/watch?v=O9b3yviXUWQ [Accessed at: August 1, 2021].

Design Indaba. 2020. Sonja Bäumel. [YouTube Video]. Available at:

https://www.youtube.com/watch?v=T2d2I45yWb0 [Accessed at: August 1, 2021].

Ellis, M., 2018. A brief history of graphic design - 99designs. [online] 99designs. Available at:

<https://99designs.com/blog/design-history-movements/history-graphic-design/>

[Accessed: 8 August 2021].

Es Devlin. n.d. Information. [Online] Available at: <https://esdevlin.com/information>

[Accessed: 8 August 2021].

Es Devlin. n.d. Es Devlin. [online] Available at: <https://esdevlin.com/work> [Accessed: 8

August 2021].

Google Arts & Culture. n.d. Es Devlin On Her Creative Process and Embracing Mistakes -

Google Arts & Culture. [online] Available at: <https://artsandculture.google.com/theme/es-devlin-

on-her-creative-process-and-embracing-mistakes/aAKy4tUEpwQkLg?hl=en> [Accessed: 8

August 2021].

Lewis, T., n.d. Designer Es Devlin: all the world’s her stage. [online] the Guardian. Available at:

<https://www.theguardian.com/lifeandstyle/ng-interactive/2019/sep/29/designer-es-devlin

-all-the-worlds-her-stage> [Accessed: 8 August 2021].

Netflix, 2020. Abstract: The Art of Design: Es Devlin: Stage Design | FULL EPISODE | Netflix.

[YouTube Video]. Available at: https://youtu.be/jo4aAVjuh2o [Accessed: 8 August 2021].

Pentagram. n.d. About. [online] Available at: <https://www.pentagram.com/about> [Accessed 10

August 2021].

TED. 2017. A smog vacuum cleaner and other magical city designs | Daan Roosegaarde.

[YouTube Video]. Available at: https://www.youtube.com/watch?v=eVFYhbHpfqU [Accessed at:

August 1, 2021].

The Interaction Design Foundation. n.d. What is Graphic Design?. [online] Available at:

<https://www.interaction-design.org/literature/topics/graphic-design> [Accessed: 8

August 2021].

Velocity Consultancy, 2021. 6 Benefits Of Graphic Design For Businesses In 2020. Velocity

Consultancy. Available at:<https://www.velocityconsultancy.com/benefit-of-graphic-design-for-

business/> [Accessed: 8 August 2021].

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