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.

Martin Tomars


Graphic Design is visual communication, first and foremost. To define the crux of the problem, and address this issue succinctly is my number one priority. Further, my personal goal is to create a sense of social unity through the connection of disparate entities, creating new and reviving old communities. Graphic Design has a history of eliciting Social Change, and our generation should strive to maintain this philosophy.


My project this semester aims to define my niche within Graphic Design, and to create a brand which reflects this position. I wear many hats, I am commercial but community oriented,a socially aware capitalist, analog mess-maker and digitally obsessed. Bringing these disparate elements together requires careful consideration around brand identity, personal philosophy, form and context.


Artist Unknown, Soviet Propaganda Poster

 An early obsession with Soviet Propaganda exposed me to the power of Symbols in their ability to develop feelings of social unity. It seems to be part of the human psyche to want to be part of a group, and having a symbol that people feel they can rally behind is of key importance. A symbol, or brand identity needs to be recognizable and unique, but it must also be vague enough to encourage fringe supporters.


In defining myself as a brand I have developed a set of symbols that sums up my approach to design and life in general. I have graphically referenced several areas of my personality and process in my current logo iteration. Community is pictorially referenced, as two people and two houses, but commercial and modernist ideas are referenced in a more subtle way. The icon is built within a frame of the two houses, a frame that is angular and solid, referencing a feeling of industrial power and modernism. I made this decision based on research and consultation. Contrary to popular opinion many businesspeople are legitimately concerned about social issues (hence community references), but they also have, in my experience, a tendency to lean towards the solid, modern aesthetic. In designing this symbol I have tried to cover these two bases, but I have leaned toward community interest in the symbol with the understanding that the type can add more commercial appeal.


Publication Spread 2011

Typography interests me for its ability to add subtle impressions to the message of a piece of design. Each typeface has it’s own personality which will interact with other faces to create new messages. Keeping things simple has always been my aim, subtlety the goal. Over time a designer learns to make more of less, and this project aims to show off some of the technical and aesthetic advances in my practice.

Bell Gothic Specimen by Jim Hood

As an added counter to the pictorial community information, the typography for my brand needed to be clearly authoritative and friendly to commercial entities. I selected Bell Gothic as it is not heavily used, industrial in nature and it fit well with the shape of the logo. It is also light, which provides more grey space, and allows the elements to breathe.


Poster based on interview with Suli Moa

Colour defines atmosphere. It is this aspect that defines my background and community, two key factors in determining the tone of a designers work. For instance my work tends to become more playful towards the summer months when there is more warmth and light, and more cynical during Aucklands grey months.

Logo Colour Selection

For my logo I looked at a number of aspects of mine, and my audience’s collective personality. Among others, I tried colour schemes that reflected modernist and political ideas (Russian poster art), Nature (Beach) and commercialism (Commercial). Red is the option that covered the most bases. It alludes to activism, socialism, power, strength and life, as well as being a colour that is of significance to many of the nationalities present in Auckland.


Sharkmaps Brochure

Current Iteration of Portfolio Site

Screenshot from one of my videos

Format should never be a decision made by default. The format should be chosen based on how best to promote the message required to it’s target audience. Concerns around, and re-evaluation of formats has led to important turning points for this designer. where it has become clear that the chosen media was not the most suitable. This decision is of clearly key importance, the wrong format can leave a designer endlessly struggling to beautify a dead end street.

The form in which I will initially launch my brand is as a website . This decision was made as;

  • I have built a number of websites previously, both for study and as a freelance designer, so it does not require the development of new skills
  • My portfolio is multimedia, so I need to be able to show all formats in one place
  • The majority of my potential clients are web savvy, or connected at the least
  • It is more sustainable to have a website that can be changed then it is to burn cd’s and print books with every new iteration

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