#spwib

Illustration:

My idea was to create a brand based on the words concrete and thesis and the metaphor that arises from this: just as concrete provides a solid foundation for a building, a well-constructed thesis statement serves as the foundation for an academic paper. Thesis Mentor is conceptualised as a platform dedicated to assisting individuals in crafting and refining their academic theses and research papers. As a base point for creating a brand, I focused my work on creating a logo. These are my initial ideas.

Colour:

Next I looked to Gen Z colour palettes (as this is the audience) and applied them to my favourite illustrative outcome.

Gen Z Colour Palette:

Type:

The brand has a friendly mode of address and so I looked to (mostly) rounded sans serifs.

Photography:

Here I thought to the brands advertisement and how photographic imagery could be incorporated.

Animation:

As a platform, this short animation would serve as an opening screen on an app. The audio uses the sound effect of turning pages, relating to the topic at hand.

Reflection:

Anselm Kiefer:

Kiefer is a German artist known for his monumental and thought-provoking works that often incorporate concrete and other materials. His pieces explore themes of history, memory and the human condition, blurring the line between the physical and the intellectual.

Doris Salcedo:

Salcedo is a Colombian artist known for her powerful installations that use everyday objects and materials, including concrete, to address social and political issues. Her work often address topics such as violence, memory and loss.

Joseph Kosuth:

https://www.skny.com/artists/joseph-kosuth

Kosuth is a leading figure in conceptual art. His text-based works, including 'Art as Idea as Idea' series, examine the relationship between language, meaning and art, which can relate to the theme of 'thesis'.

Jenny Holzer:

Holzer is known for her text-based installations that explore the power of language in shaping out perceptions of reality. Her work often elves into issues of social justice and human rights.

Ai Weiwei:

Weiwei, a Chinese artist, addresses social and political issues through various mediums, including sculpture and installation. His use of concrete and other materials often carries symbolic weight in conveying his messages.

Rachael Whiteread:

Whiteread is known for her casting of everyday objects and architectural spaces , creating sculptures that explore themes of memory, absence and the materiality of our surroundings.

Kara Walker:

Walker's silhouette art address complex issues of race, gender and history. Her work challenges viewers to confront both the tangible and intangible aspects of societal constructs.

Yinka Shonibare:

Source: Kövecses, Z. (2017) Conceptual Metaphor Theory. [eBook]. Available from: https://www.researchgate.net/publication/311403391_Conceptual_metaphor_theory [Accessed 04/10/2023]

Conceptual metaphor theory was observed within George Layoff and Mark Johnson’s book Metaphors We Live By in 1980. The book observed the centuries old concept that metaphors were not just an ornamental device in language but as a conceptual tool for ‘’structuring, restricting and even creating reality”. In todays standard, a conceptual metaphor is: ‘’a systematic set of correspondences between two domains of experience’’. 

Some examples:

Defending an argument

Exploding with anger

Building a theory

Fire in someones eyes

A cold personality

Digesting an idea

Applying this to my words, I have constructed metaphors: 

Your thesis is the foundation upon which your academic journey is built.

A concrete thesis is like a sturdy foundation for a building, providing a strong and stable structure for the rest of the arguments and evidence to be built upon.

A thesis is like a concrete foundation for a building, providing structure and support to the overall structure of an argument or research.

The thesis is clear, solid, and firmly supported, like a concrete foundation.

A concrete thesis is like a sturdy foundation that supports the entire structure of your essay.

The solidity of concrete is like the depth of knowledge in a thesis.

Building Ideas

Use of metaphor theory and conceptual blending 

Task:

Create six experiments that blend two spaces to create something new

Will be assigned 2 random words and apply in contexts of: sound, photography, animation, type, illustration and colour 

Six outcomes needed

Will present these via a Miro Board on 10th Oct

My words:

Thesis and Concrete

Initial ideas:

Typed notes as my handwriting is hard to read:

More abstract interpretations:

Animation Ideas:

A character's journey through a surreal landscape where concrete structures transform into symbols of knowledge and exploration. This animation can symbolize the intellectual adventure of developing a thesis.

An animation that showcases the collision between concrete objects (like buildings, books, and tools) and abstract ideas (represented by floating symbols or thought bubbles). Showing how these collisions spark creativity and innovation.

Animation of the process of writing a thesis as if it were a construction project.

A character navigating a world where thoughts and ideas interact with concrete elements. How a thought can reshape a concrete structure or vice versa, the interconnectedness of these two worlds.

Sound Ideas:

Audio composition that blends the sounds of a bustling urban environment (concrete, traffic, people) with abstract, thought-provoking audio elements (narration, philosophical discussions, thesis-related quotes). The composition should symbolize the coexistence of city life and intellectual exploration.

Audio experience where the echoes in a concrete environment transform into voices discussing various academic topics and theories. This concept highlights how the physical world can reflect and absorb intellectual ideas.

Use different concrete noises to represent various aspects of the thesis writing journey.

Audio stories or podcasts that explore the hidden stories and histories behind concrete structures and academic institutions.

Photography Ideas:

Close-up shots of concrete textures, patterns, and architectural details. Overlay these images with snippets of thesis-related text. This juxtaposition highlights the connection between the physical world and intellectual exploration.

Photograph academic spaces like libraries and show how the concrete surroundings contribute to a productive academic atmosphere.

Photo documentary featuring students from various academic disciplines. Showcase their individual journeys by photographing them in both concrete settings (classrooms, labs) and more abstract, contemplative environments (libraries, outdoor spaces).

Compile a visual collage that charts the progression of a thesis project.

Type Ideas:

Typographic map inspired by concrete structures that visually represents the journey of developing a thesis.

Create a visual timeline of the thesis process using concrete building inspired typography.

Design thesis statements or academic quotes where the words themselves interact with concrete objects.

Interactive installation where viewers can physically manipulate typography to reveal hidden thesis-related messages or concepts.

Illustration Ideas:

Illustrate a series of building blocks, with each block representing a key concept or idea related to a thesis.

Collage-style illustration that combines realistic depictions of concrete objects or settings with abstract and surreal elements related to academic research.

Series of illustrations that reveal academic findings of historical concrete structures/figures

Colour:

Colour palette that represents the different stages of a thesis journey (greys for research, more vibrant colours for discovery)

Contrast between dull learning environments and vibrant colours that arise from learning

I then started thinking about how these words could be applied to social issues and history, two of my favoured interests outside of artistic practice:

Concrete structures are part of urban environments and they often symbol development. Blended with thesis, the discussion of the impact of urbanization on education comes in mind. This includes overcrowded schools and lack of green spaces.

Concrete is associated with environmental concerns due to its carbon footprint. Blending with thesis can draw attention to the importance of sustainability within education institutions and research.

Much of historical buildings and memorials are built with concrete, I can explore how these concrete elements represent specific historical theses.

Historical archives and libraries as concrete repositories of knowledge explores the physicality of archives vs the abstract nature of historical inquiry

I also looked to potential synonym cross-overs:

I summarised my favourite concepts: