Digital Development of Architecture Poster Design (Perspective)

For this poster I decided to go with a two point perspective grid that was influenced by the rule of thirds. The main subject matter for this is going to be the Elizabeth Tower (Big Ben) and the London Festival of Architecture Logo being projected from it. I began with a rule of thirds grid I found online, established the two vanishing points and began constructing a cube. Once I was happy with the placement of this cube I began to experiment with the particular placement of the vanishing points and the angles of said cube:


Further vanishing point experimentation, trying out different placement:


Here I used rulers and guides to math the placement of the vertices of the cube. I made use of triangles to math the angles of the cube to help mirror it so as to lessen the distorting effects of the perspective. I also tried out a different placement of the vanishing points:


More experimentation with the placement of the vanishing points as well as exploring the rest of the tower and how the angles and placement of the details later on will work:


Further exploration, trying to find the most visually pleasing placement of the vanishing points and angles with the aid of guides/rulers:



I settled on the green version of the vanishing points and began to construct the rest of the tower. I used an X on the two faces of the cube that we can see to find the centre points, this will help with the placement of the ellipses/circles later on:



Placing the circles/ellipses in perspective proved to  be difficult. I experimented with various tools, such as the shear tool, distort tool and free transform etc. I did some searching through the tools and options in illustrator and found the perspective tool. After some research I began to set it up and put the ellipses/circles in perspective onto the cube (Explanation of this process and the tool further along).:


After I set up the ellipses I moved onto the logo projection and the mapping of the details for the rest of the tower. For the logo I created lines emanating from the centre of one of the ellipses and cube faces. I then put the logo into perspective using the perspective tool, of which is rather tricky to use and manipulate shapes with. I had to convert the logo (which was an image) to a vector using Control Panel -> Image Trace -> High Fidelity Photo, this allowed me to manipulate the logo as if it were a complicated vector shape:


Here I removed/hid a lot of the clutter and began to create the clean lines for the tower, paying attention to line weight to help create more depth. I made the lines closer to the viewer thicker, as well as important borders. I made the lines further away, as well as the finer details, smaller to push them further back into space:


Here is where I began to organise where the details will go on the rest of the tower with the help of the perspective grid:


Fitting the text onto the tower was quite difficult to do when it was in a text format, even if I typed the text onto the line itself. Doing it that way did not help fit it into the same perspective as the rest of the image. I instead had to use Type -> Create Outlines to convert the text into vector shapes. This allowed me to use the perspective tool to conform it into the right perspective. This required a large amount of re-corrections and accuracy and was quite time consuming. I also typed London Festival of Architecture onto the projection lines for the logo, however this seemed quite unprofessional and lacklustre so I later on I decided to go with the text on the top right with the smaller logo on the bottom right to help balance out the left hand side heavy composition. I have also increased the line weight of the ellipses, giving them more visual weight and importance:




Here I cleaned up the lines a bit more and added detail to the tower with the help of rulers/guides:


The placement of the text on the top right and smaller logo on the bottom as I mentioned earlier is shown here, as well as experimentation with the font. I also added more detail to the tower, which I may or may not keep as it creates an area of concentrated detail, detracting from the rest of the image:



Here I edited the text using Window -> Type -> Character. I also changed the colour to match the logo. I decided to make the text stand out more using, as I mentioned, the colour of the logo as well as making parts of the text bold. I also increased the size of the text and faded out the projection lines, allowing it to stand out more:



Perspective Grid Tool:

Shift + P brings up the perspective grid tool, this allows you to conform vectors into perspective. There are multiple handles on the grid that you can use to manipulate and move the grid itself with. In the menus there are options for 1, 2 and 3 point perspective, allowing a wide range of complicated scenes to be created:


To be able to put the vector in perspective, we need to attach it to the active plane. The active plane is indicated by the highlighted face on the cube at the top left of the document:


Once attached to the active plane you can then use the Perspective Selection Tool (Shift + V) to put the vector into perspective, manipulating it using the handles on the bounding box:












Digital Development of Poster Designs and Layouts (Graphical)

Here are some images of the development and thumbnails for my graphical poster designs and layouts. More information about the process of creating these posters can be found in my evaluations.

Here I created modular silhouettes and shapes to help the experimentation and development process.

(reference images found online)


I began creating various layouts using the shapes created previously, experimenting with the placement of the text and logo.

Graphical Layouts 1 image.jpg

Further experimentation.


I decided to use the juxtaposition of circle and triangle to help create interesting and dynamic compositions. The triangle represents the Shard, while the circle represents either the sun or moon. I used the golden spiral to help establish a composition that worked, flowing from the bottom of the image, through or around the triangle and then landing on either the text or circle of which creates a focal point. This was further aided by the use of the rule of thirds, where I attempted to position the top of the triangle and/or the circle itself onto one of the main rule of thirds intersections.


Here I experimented with a different building. I made use of the circles I cut into the silhouette to show the larger circle behind. The interplay of overlapping shapes allowed me to experiment with a more complicated value hierarchy than what I was working with previously. I attempted to establish visual weight using value, trying to find the hierarchy between the silhouette, text, logo and circle.

With the circle being surrounded by different values and areas at different points in the image, it allowed for an interesting effect with the use of relative values, something that we have been learning about in our Visual Studies class recently. Having a light value surrounded by a dark value causes it to appear lighter. Having the same value surrounded by a slightly less dark value causes the effect to be lessened, although it does still remain to a certain degree. The manipulation of this effect, which works either way with dark and light, allowed me to experiment with the value hierarchy in the image.

A major challenge was the logo, as well as the text, and their place within the image and layout. The logo itself is quite bright and saturated, this draws the viewer’s attention away from the main subject matter and to the corner of the page. This is not desirable in regards to composition so I took several steps to lessen the negative affect it had on the image. I scaled down the logo and moved it to a corner further away from the main body of text. The logo with its bright saturated colour has a large amount of visual weight, to counterbalance this I placed the date on the bottom right.

With the logo being bright and surrounded by a light value, this downplayed the contrast causing it to be less of a focal point. I made the text on the bottom right dark, in combination with the light background this caused the contrast in this area to rise sharply, proving more visual weight on the right side of the image helping visual balance to be achieved.


Here I moved onto colour comps, where I take some of the layouts and designs I am happy with and begin experimenting with colour schemes.


More colour comps, this time with the Shard graphical designs and layouts.

I experimented with various colour schemes; complimentary and analogous etc. I attempted to downplay the logo by making the colour of the background near it the same colour, therefore turning into essentially just white text.

Further along during these colour development thumbnails I tried to push more of a mood with the colours of the background and sun/moon. The gradients in the sun pushed forward a setting sun/evening mood and atmosphere that is quite eye catching yet gentle on the eyes with the way its gradient fades into the background.

Green, being the complimentary colour to pink, allowed me to create an interesting interplay between the logo and the background.


Screenshots of development:

The use of rulers and layers allowed me to create accurate silhouettes that could be used in a modular way to efficiently create multiple thumbnails.




Digital Development of Elements for Poster Assignment

(reference images found online)


The images of the rule of thirds and golden spiral were .png images that I found online. These composition grids helped to inform my layouts.

I initially used the pen tool with a series of rulers to help replicate the silhouettes that I desired for my posters. I experimented with the use of various individual shapes combined and grouped together for some of the more complicated silhouettes. In conjunction with cutting into the silhouette itself using other shapes, that method proved to be useful.

Using the Pathfinder tool’s Minus Front option allowed me to cut into the silhouettes with other shapes. The method is thus: Select both silhouette and shape above the silhouette (this shape being the one you want to cut with)-> group them together -> click Minus Front in the Pathfinder Tool menu. Creating the circular holes in the silhouettes enabled me to further develop my graphical approach to these designs.

I managed to created a series of modular shapes and silhouettes for later use in the development of my poster designs and layouts. I also included the required text, as well as the logo for the festival on this sheet. This helped enable efficient ideation and allowed me to create multiple designs rather quickly.

Reference and Inspiration

Mood and Detail Boards to help with ideation and development:

(images found online and compiled in Photoshop)


These images helped to inform the subject matter and mood/atmosphere of my poster designs.

Poster Inspiration:

(images found online)

These posters helped to inform the design direction that I wanted to take for this assignment.

Font Inspiration:

(images found online)

I was moving towards a more Art Deco tall and elegant styled font, these were some fonts that helped inspire my font exploration.

Colour Reference:

I used Adobe Kuler to help establish colour palettes to inform and inspire my colour exploration and experimentation.



I used the combination of images of the real life architecture in London in conjunction with the design direction of the reference posters that pushed forward a graphical layout to create an engaging clarity. This direction of simplifying the real life architecture using simple shapes and interesting layouts appealed to me, so I decided to explore this further in my own sketches within my sketchbook for this project.

Later on, I decided to experiment with a different direction, this one being more perspective heavy and more traditionally inspired by architecture. I used the reference of the buildings I gathered and compiled earlier to choose my subject matter, settling on using the Elizabeth Tower I moved onto the creation of the poster after gathering some more specific reference.