The assignment:
To formulate a belief whose basis are your own norms and values. Then we had to convince the public to believe in those norms and values. The assignment was to think of ’10 commandments’ and make a strong campaign with 10 posters.
Concept: The best
Something what’s a core aspect in my life is victory. Through this I chose the concept ‘the best.’ The belief would be a guide to achieve the highest possible if you follow the lifestyle (the 10 commandments)
The 10 commandments are:
- Don’t talk of gold, before you’re holding gold
- Focus on your target
- Be willing to sacrifice everything for your target
- Trust yourself and others
- Dare to dream
- Don’t be afraid to fail
- Aim for improvement
- Stay original
- Don’t let success get to your head
- Enjoy every experience
The 10th commandment is separate because you need that to continue following the other 9. This one has to be the key in everything, because if you don’t enjoy it… why would you continue? I also wanted to continue this in the realisation.
Because you’re aiming for the highest possible with this belief, it is named SUMMUM. It is a Latin word meaning ‘the highest.’
The realisation
Colour: In my research, I found that gold was seen as the highest colour. That’s why I continued with the combination of black and gold.
Font: The font I chose is a symmetric font. No matter how much you stretch or bend it, it remains legible. Normally you’re not supposed to distort the alignment of the letters, but I chose to let the letters climb, because the further you process, the higher you reach. I also placed the logo higher and higher, so it becomes clear that you’re reaching your goal.
Image: For the image I wanted to make a jigsaw puzzle of 9 pieces which you could connect to form a new image. Each of these pieces would be a commandment, and the whole would form the 10th. This way I want to convey that without the 10th commandment you can’t reach success. The image is an arrow reaching for the top.
See the complete puzzle down below!
