learning objectives: To recognize the work of Kinnear and Calvert How does their work relate to packaging? How does the packaging industry communicate with the consumer

One of the most ambitious and effective information design projects ever executed in Britain is the road and motorway signage system designed by JOCK KINNEIR (1917-1974) and MARGARET CALVERT (1936-) from 1957 to 1967. The government of the day took the unusual step of entrusting the development of the new system to the graphic designer Jock Kinneir (1917-1974) and his assistant Margaret Calvert (1936-). They devised a rigorous signage system of carefully coordinated lettering, colours, shapes and symbols for Britain’s new motorways in the late 1950s and for all other roads in the mid 1960s. Efficient and elegant, their system was one of the most ambitious information design projects ever undertaken in Britain. It is a role model for modern road signage in other countries and is still in use today http://www.youtube.com/watch?v=7RrTwYGtw9U

Jock Kinneir developed a typeface known as “Transport” Jock Kinneir developed a typeface known as “Transport”. This typeface had already been recommended for use on motorway signs, however Jock Kinneir added a more heavily weighted version, “Transport Heavy”, which was intended for use against light backgrounds. Calvert devised pictograms for an extensive range of symbolic warning and regulatory signs. signs replaced the then existing traffic signing system on 1 January 1965

How does all of this relate to packaging? How do packages communicate with consumers?

Over the last century, our lifestyles have gradually become more complex. Conversely, the design of symbols, logos and road signs have become simpler for ease and speed of recognition in a faster world. Symbols: A symbol is something such as an object, picture, written word, sound, or particular mark that represents something else by association, resemblance, or convention. http://www.youtube.com/watch?v=LCmUb-CWfiI

Packaging Symbols The symbols opposite represent that the product inside has been tested to British and European safety standards. These symbols that are normally applied to non-food products such as electronic products or toys. However, they may still be applied to the packaging as a reference to the package itself being safe. The ‘Keep Britain Tidy’ symbol is regularly seen on packages in the UK. It is there to remind people to place their rubbish in a rubbish bin rather than dropping it on the floor. Sometimes the symbol is called the ‘be environmentally friendly’ symbol. not recommended for children under 3 yrs old, contains small items, danger of choking Created in 1988, when the Lion mark is displayed on a product it means that the manufacturer/retailer has agreed to the ‘British Toy and Hobby Associations’ Code of practice. It is a consumer symbol that represents the manufacturers promise to conform to all relevant safety information. copyright, not to be copied without permission from owner, prevents fraud, pirating, legal enforcement, NOT a trademark etc

Kitemark Another common type of label is the one found on clothes. This helps the purchaser look after them by giving washing instructions, usually as a series of symbols and often with written instruction. Other labels that are important are the Kitemarks. These are used to show the product has passed a safety standard and the CE mark demonstrates that the product can be sold any ware in the European community.

Packaging Symbols ‘Keep Britain Tidy’. This symbol is regularly seen on packages in the UK. It is there to remind people to place their rubbish in a rubbish bin rather than dropping it on the floor. It is also aimed at making people aware that they have a responsibility to keep the environment around them tidy and litter free. Sometimes the symbol is called the ‘be environmentally friendly’ symbol These are internationally recognisable symbols for recycling: It is to remind the consumer of the potential recycling properties of the package he/she is about to throw away. It is aimed at encouraging the consumer to recycling packaging rather than throwing it into a general rubbish bin. British and European safety standards: The symbols opposite represent that the product inside has been tested to British and European safety standards. These symbols that are normally applied to non-food products such as electronic products or toys. However, they may still be applied to the packaging as a reference to the package itself being safe.

copyright, not to be copied without permission from owner, prevents fraud, pirating, legal enforcement, NOT a trademark etc not recommended for children under 3 yrs old, contains small items, danger of choking Created in 1988, when the Lion mark is displayed on a product it means that the manufacturer/retailer has agreed to the ‘British Toy and Hobby Associations’ Code of practice. It is a consumer symbol that represents the manufacturers promise to conform to all relevant safety information.

What’s the difference between signs and labels? Signs give instruction or warnings Labels give information relevant to the product or surrounding

Task: To design a pictogram that represents your friend. How will this promote them? Size 100mm x 100mm