1 Keyframes: Turning Points in Motion Graphic Design A Thesis Submitted to the Faculty of the Motion Media Design Department in Partial Fulfillment of the Requirements for the Degree of Master of Fine Arts Savannah College of Art and Design By Alysa Marie Story Atlanta, Georgia August 2010 Table of Contents Table of Contents ............................................................................................................... i Abstract.............................................................................................................................. ii Introduction....................................................................................................................... 1 Why............................................................................................................................................. 2 Review of Literature.................................................................................................................. 3 Results....................................................................................................................................... 16 Discussion ................................................................................................................................. 18 Conclusion ........................................................................................................................iii Appendix I ......................................................................................................................... v Biographies of People Interviewed........................................................................................... v Appendix II..................................................................................................................... xvi A timeline overview of motion graphics ............................................................................... xvi Bibliography ................................................................................................................... xix Works Cited ............................................................................................................................ xix Filmography.......................................................................................................................... xxiii Abstract In this paper and documentary I seek to illustrate how motion graphic design has evolved in the United States from the period of early television graphics to current forms of motion media design. Changes in the field of television graphics and motion graphic design were mostly sparked by innovation in computer graphics, animation and film. During the early 80’s and 90’s, when television graphics utilized sophisticated computer technology that was expensive and exclusive, the introduction of desktop publishing and desktop video made an almost immediate change to the profession. There is a distinct lack of written material on the history of motion graphic design, especially relating to television graphics from the 1970’s to current forms of motion media design, and what material there is tends to be rather superficial. After gathering bits of research from existing books on film, animation, graphic design and computer graphics history, a roughly drawn timeline was formed. By building on previous research and using first hand interviews, this paper and documentary attempt to give an overview of the evolution of motion graphic design and the key turning points that helped to shape it. The film is a compilation of opinions and observations from a small sampling of professionals who were involved in the motion design industry from the 1970’s to present times. These key frames in time are lessons that can be valuable to the future of motion graphic design. ii Introduction This paper and documentary will seek to discuss some of the significant turning points in the evolution of motion graphic design in the United States from television graphics in the 1970’s to current forms of motion media design. It is an attempt to summarize pivotal changes in motion design in recent decades. The film is a compilation of opinions and observations from a small sampling of professionals who were involved in the motion design industry during that time period. In my humble opinion this is just the tip of the iceberg. There are so many historical facts and references about the origins and milestones of motion graphic design that the subject could fill a textbook. Though there is a distinct lack of written material on the subject, many motion design professionals agree that a series of pivotal turning points have shaped the industry into what it is today. Changes in the field of television graphics and motion graphic design were mostly sparked by innovation in computer graphics, animation and film. During the early 80’s and 90’s, when television graphics utilized sophisticated computer technology that was expensive and exclusive, the introduction of desktop publishing and desktop video made an almost immediate change to the profession. These key frames in time are lessons that can be valuable to the future of motion graphic design. This overview of the history of motion graphic design from the television graphics perspective will include references to key points from related disciplines such as motion graphics for film title sequences and commercial advertising. Most important are the firsthand accounts of some professional motion graphic designers provided by personal interviews. 1 Through this paper, I will document the creation of my documentary: why it was created, how it was created and whom I interviewed. Why A generalized description of motion graphic design is: a design discipline that incorporates elements of graphic design, animation, film and video. It is a time-based visual media that can be applied to film title sequences, experimental animation, commercial graphics, music videos, interactive and presentation media, DVD and broadcast television graphics. It incorporates network branding and shows packaging graphics, bumps, interstitials, mortises and lower-third elements. It is a hybrid of graphic design that encompasses elements from many other art forms such as: illustration, painting, photography, film and cinema, typography, commercial art (now known as advertising and graphic design) and computer animation. Motion graphic design, in some form, has been around since the turn of the century but many believe that it received much more recognition as a form of graphic design in the 1950’s1. It has been very influential in television branding, commercials and movie titles sequences. With the emergence of the Internet and other media, motion graphic design continues to evolve. However, for future students, educators and design enthusiasts, it is important to pay homage to the past and to learn about significant changes in the industry in order to be better prepared for what is to come. There are not many historical reference books or films about motion graphic design, but some of the people that were involved with the industry in the late 70’s and 80’s are 1 Elif Ayiter, "The History of Visual Communication - The Computer." Citrinitas, under “Motion Graphics,” http://www.citrinitas.com/history_of_viscom/computer.html (accessed May 17, 2010). 2 still quite active in shaping its future. I wanted to capture their candid observations and experiences. What motivated them to choose this line of work? Who or what inspired them? What was their first job? How have they seen motion graphic design evolve? A documentary of interviews could be useful as an educational tool for current and future students of the craft and serve as a time capsule of American culture. Thus began a quest for documenting the stories of some motion graphic designers and attempting to retell the period of change that occurred from 1970s-2000s. This is only from the perspective of motion graphic design in the U.S., focusing on American motion design in television and after the introduction of computer graphics. Review of Literature There is a distinct lack of written material on the history of motion graphic design, especially relating to television graphics from the 1970’s to current forms of motion media design, and what material there is tends to be rather superficial. For instance, Jon Krasner’s Motion Graphic Design, Applied History and Aesthetics, provides a brief overview of the field, but fails to offer a synopsis of the significant historical contributions of broadcast design and television graphics, nor does it provide for graphic design history and it’s influences in motion design.2 There is a strong need to document and anthologize the historical aspects of motion graphic design in the United States. The Krasner book briefly touches on the subject of motion graphics in television as simply being another medium. Although he credits the work of Harry Marks and Douglass Trumball for bringing cinematic qualities to television graphics, he does very little to chart the history of that medium other than to describe some of the on-screen 2 Jon Krasner, Motion Graphic Design, Applied History and Aesthetics, 2nd Edition (New York: Focal Press, 2008). 3 elements utilized in network branding3. For the last few decades, television, film, commercial advertising, experimental animation and music videos have shared a common connection to motion design. Along with television, these mediums have shared similar historical turning points and design methodologies.