Although we share a language there is a vast differnece in the way American sentances are structured and signs are written. This is something which totally struck me whilst out there. There's a certain indirect patriotic nature and total brash direct-ness in speech which is really hard to put you're finger on, yet really powerfully carries the american spirit on its shoulders. Those little differences you see on a stroll by yourself, those very potent little reminders are really what make it America, not necciserily the obvious great things but the subtleties. so you can look at whatever you want, but it'll only take noticing a tiny little bit of packaging or plaque on a wall, overhearing a conversation or being served in a store a few times before the great american spirit clicks into place for you. Its for this reason that I want to create a project series which incorporates signage.
I want to design a set of signs which have a different meaning to whoever views them. They would pretty much follow the format and writing style, context and subject matter of existing signage and literature, so as to be able to possibly subtly slip unnoticed into the context of an American state line or church sign. They will be lightly humorous and mocking of the American ideals and popular feeling, but not distasteful or rude, I have a respect for America and love it as a country. I Just want to point out some fundamental flaws which might go unnoticed by residents but to members of another country form a stereotypical view which will possibly point out some hypocrisy with humour. I want to use what I think it is to be american to create work which both gently tap into stereotypes and point out flaws whilst still following the code of 'American dream'. Focusing on subject matter like: religion, health, guns, obesity and terrorism I'm going to use the semiotic and visual language of existing formats of design and service information to make some statements upon what It means to be an American and what that means across the rest of the world. I will use these formats vs subjects as a vehical to get my message across through the juxtaposition of the two together.
I have started the sketches here of signs which I'd like to possibly achieve. Most use a play on words to suggest an issue or point out a topic of intent. A couple focus on different structures and feelings within language and how the spoken word is translated onto text, incorporating wording from a receipt I collected from my trip. There's one which points out a humour in how you can carry a weapon but are asked politely not to in the mall. This is taken from an actual sign I saw. I injected so biblical reference which kind of adds another layer to the structure, format and context of the sign. A couple deal with the extent of portion sizes which I have to say were grotesquely generous at times. Also classic American smoking ad campaigns and finally a poke at the coding of terrorism threats which are drilled into you over the intercom at airports. Theres created an overall sense of fear and uneasy-ness which makes me not surprised at all that there is a feeling of distrust towards many who appear different. What does threat level orange mean? It certainly doesn't inspire a sense of trust or calm, rather whipping up the passengers into a process of fear and unease. It was ringing in my ears still from after the flight and became the source of inspiration for pretty much the whole set. I thought this was perhaps the strongest so I started to realise it first hoping to come up with a lot more as I went on.
Ideally some of these would need to be realised as great real world installation billboards in order to totally get the message across. I can see a few of these graphics printed 8m x 10m (or bigger) on a huge scale format. This is where I'd really like to take the project if at all possible. i have sent off for a number of brochures and enquired on quotes for really large scale printing but unfortunately for now the dreams of grandure will have to go on hold. I thought for now at least it would be good to make up a screen so that I could partially realise the project, at least on a metal sign or something. Below is the two components of the design, hand rendered onto tracing paper, ready to expose. For this design it is supposed to be pastiching the kind of visual language you would expect from a sign saying you're crossing the state line into Florida. And thus would be realised in a traditional golden orange colour with a mid green outline. I hand mixed up the colours in the print room and they were looking fantastic, exactly as I had envisaged.
I got to the point of exposing and later printing the screen but found that unfortunately there was a previous persons image still burned into the silk, no matter how hard I had tried to get it off and continued to I had to start again and the screen had to be stripped right back with pragon paste. The timing was unfortunate for this because although I went on to re-create the screen and got back to the point of being able to print, due to hanging the exhibition I actually ran out of time and was unable to actually get a finished print of this design finished in time. It really annoys me that I wasn't able to get the work done in time because it was a series that I was particularly excited about. I felt I was on to something pretty good and wanted to see it through. So in the end although it was really useful going away to the states it really disrupted my semesters work and when I got back I only had a couple weeks before the like 3 bank holidays we had because of the royal wedding, which took up our lesson time each week, then my screen was ruined by someone elses work, and then the exhibition took up my time so I couldn't finish. as a result of all this my work suffered but I think I'm gonna try and keep on with this project in my own time and continue to push the bird project which I think will now become a short film.
