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".