Graphic Design and Animation Graduates 2012

Online portfolio and print on demand catalogs for Graphic Design and Animation graduates from the Department of Design 2012. On this page you will find our conference presentations, and by hovering over the menu groups on the left you can read contextual documents. You are welcome to attend our Grad Show, opening on 29 November 2012 at 6pm, and daily from 30 November to 6 December 9.30am – 4pm.

Jah Marsh

Ruffhaus  is a  graphic design studio with a unique design aesthetic that has been established to provide visual solutions & clear visual communication for clients by using design ideologies & techniques from the Bauhaus, Modernism, Swiss design & modern street art. This article outlines the progression of Ruffhaus along with turning points & the final brand identity.

The Ruffhaus aesthetic began as graffiti art through street murals and rough sketches and quickly progressed to digital form with the emergence of the Hip-Hop Mixtape scene.  At this stage the overall look was dictated by popular culture with no thought given to structure, layout, typography or communication. It encompassed the raw unstructured, rebellious nature of street art with every inch of space reclaimed & a vast array of colours and textures.

Through the study of Swiss Graphic design & Modernist design and their use of space, grid systems, layouts, typography and the basic fundamental principal of the form should follow the function Ruffhaus, was refined through an intense iterative process. By using typography in an effective way with the appropriate use of space it allowed for clearer communication through simplicity as opposed to unorganized chaos. At this stage Ruffhaus had progressed from a scream to statement but had somewhat lost its connection with street art.

To enable the modern street art element to remain within the Ruffhaus aesthetic more iterations were undertaken, this time looking into the textures, mark making, typography & spaces that make up modern street art. Patterns were identified through uniformity in graffiti & collaboration between different street artists & the idea of the pattern and the context that it creates through a uniformed approach was experimented with in a visual way with the existing refined Ruffhaus aesthetic.

The final result is a cohesive design aesthetic that lends itself to a post modern discourse through the basic principals of modernist design while incorporating a modern street art context through visual representations of pattern & type.

“Applying the Ruffhaus aesthetic” – Code Branding 2012 Best Award finalist

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About Jah Marsh

Freelance Graphic Designer from Auckland, New Zealand. www.jahmarsh.com

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This entry was posted on August 12, 2012 by in Uncategorized.
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