Visual Design Communication: Jordan IV "Laser"

 

Pictured here is the Jordan 4 "Laser", which is one of Jordan brand's most exclusive shoes to have been released. 

Representational:

This Jordan is representational of the original Jordan 4, but in terms of design, it is completely different and actually the first of its kind to involve laser engraving within a shoe. Evidently, the most prevalent aspect of the shoe is the laser design which (if looked at closely) is actually a combination of all the other Jordans on the retro card (the last image). With this in mind, the shoe demonstrates that it is part of the Jordan lineage while also incorporating the most recognized Jordans within the design as well. Having done this, this shoe is set apart from the others which don't have the lasering, making this shoe not only one of a kind but innovative. From not only a collector and design standpoint, I feel like this was properly executed in the sense that it is paying homage to the legacy that is Michael Jordan. In terms of relating to the other two levels, I feel like it communicates the most due to the complexity while still maintaining originality. However, if broken down to just the abstract view, the overall communication of what it is would be completely lost. Furthermore, if broken down to just the silhouette, it would be well recognized as a symbol of not only the Jordan 4, but of one of the most well known shoes he has developed.

Abstract

If broken down abstractly, there would be complete design chaos because of the amount of detail that was placed onto the shoe. In terms of shapes, colors, and lines, this shoe is extremely complex. However, if the laser was taken away, the shoe could easily be broken down into small shapes and lines which could probably be rearranged and developed into a whole other design. With this in mind, I can truly appreciate the design aspect that Jordan took with an already classic base. In my personal opinion, when looking at the shoe from an abstract point of view, it's interesting to think of the amount of underlying structure that has been established from the get go. Abstractly, I can see how it must have been a difficult process to incorporate the huge amounts of detail with the laser into such a small, compact space. Since the original shoe played a huge role in Jordan's career and the marketing of the brand, I can see how symbolically the shoe elevated him to the next level. And with that in mind, seeing the transition from the original (shown on retro card) to lasered model, it is interesting to note the dramatic difference from old age design to new age.

Symbolic

Symbolically, the actual Jordan 4 itself plays a huge role within the company in the sense that it has been one of the most recognizable products that they have had to offer. In terms of this shoe specifically, I feel like the different Jordan symbols lasered on the shoe give it a unique look while further promoting Jordan's legacy. Since all the shoes lasered on were from the original 14 (retro card), with him incorporating each, he is able to communicate to his customers that each of the originals were important and all played a role in his success. Furthermore, since each Jordan represented a different time era in which he played, the viewer can understand the significance of having all on a shoe showcasing the time line of his career in a different manner. In relation to the other two levels, having a finished product incorporating elements which truly acknowledge detail and legacy (lasering with the jordans), the viewer can see that the designers were trying to communicate to the customer "Hey, were doing something spontaneous and innovative, but we haven't lost track of what this company is about".

Design Visual Information. Week 14

Representational.

This image is an image of Nike's first professional athlete, Steve Prefontaine. His superior athleticism makes him not only a proper spokesperson for Nike, but a model for perseverance. This image is representational because of the way he's posing as he concludes his race. His position and attitude are accurately portrayed through this image in the sense that you know he has performed to the peak of his abilities. With him also being posed in the "looking back" fashion, the picture highlights the intensity of the race and the significance of the moment. This still shot accompanied with a black and white effect allows the viewer to see the deeper message in the image, to push your limits and finish strong. Furthermore, this image effectively communicates to the viewer that the strength of an individual is directly correlated to effort he is willing to exert.

Symbolic.

The image I selected is the infamous Nike swoosh. This particular logo has been a symbol of not only peak performance and athleticism, but quality product and material. Since this brand has been synonymous with the top athletes for the past few decades, one glimpse at this image automatically stimulates the viewer to relate to their favorite athlete or sport. Originally, this was a wing of the Goddess "Nike", meaning victory. Although it is a very simple and basic design, this logo has made its way to some of the most well known clothing and footwear in the game. Ultimately, this image explains to the reader that any relation with this particular brand would result in quality goods and peak athletic performance. And by doing so, the hype and following behind nike only increases.

Abstract.

 This image is abstract in the sense that it is broken down to the simplest visual message. Although this is a common sign on streets, no words or directions are necessary to explain what message it is trying to communicate. This abstraction derives a simple arrow with a slight curvature demonstrating the road ahead. What is most interesting about this sign is the fact that it's so self-explanatory that one glimpse automatically explains its message, so placed in any environment, any viewer could understand. I feel that such a simple message contributes to the abstractness of sign and what it is trying to communicate to anyone who sees it. Furthermore, I feel as if this image is derived purely on visual forces and a message so simple that placed in the context of driving, it is very effective.