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Martin Ashley’s research outlines

Peer Esteem

Professional Roles and Memberships
Member of the IIID (International Institute for Information Design)
Member of The Institute for Learning and Teaching, 2000
FRSA Fellow of the Royal Society of Arts, 1987
MSTD Member of the Society of Typographic Designers, 1978
MCSD Member of the Chartered Society of Designers, 1978

Awards
In
partnership with my colleagues on the Editorial Board of Baseline
(International Journal of Typography), the magazine won the Certificate
of Excellence from the Type Directors Club of New York and a Gold Medal
in 1997

Research Interests

Morphing
Hierarchy & Navigation
Message-Based Design T
Information Overload/fatigue
Information anxiety

Current Research

User-centred approaches to overcoming information overload (‘Datasmog’)
Facts on ‘Information Fatigue Syndrome’  (phrase coined by psychologist Dr David Lewis)

Statistics indicate that ‘for the first time in history, the
capacity for producing information is far greater than the human
capacity to process it’ (Shenks 1997). Consequently, it is no surprise
that information anxiety is prevalent.

According to a major Reuters survey of senior managers, 43% of
respondents thought that decisions were delayed and otherwise adversely
affected by ‘analysis paralysis’ due to over-exposure to information.

Reuters alone produce 27,000 pages of information per second! In
2003, the Department of Trade & Industry found that employees took
an average of 49 minutes a day to sort out their inboxes.

This information overload is particularly prevalent in the City
where Research Departments of Investment Banks send documents to their
clients: Fund Managers who have to make decisions to ensure these
contributors will have sufficient funds (pension) for when we all
eventually retire.

My research explores ways to extracting key messages from the excess
we are all exposed to, informed by my analysis of the City situation
described above.

This relates to how design is applied to sequence messages in their
intended order in tandem with a writing system that allows information
to ‘collapse down’ to its irreducible minimum (navigation within a
document).

The Morphing of Documents from Paper to Screen Environments
The
same design and writing approach is extended to allow a paper document
to ‘mutate’ from a portrait hard copy to either PowerPoint, web or
PDA.(navigation between document types).

Essentially my research recognises that people do not read but
scan/browse a page and then read it. Many designers overlook this
critical point and consequently design ‘pages’ (paper or screen)
inappropriately.

Research Outputs

Recent research & Publications
Information
student projects featured with text by Information tutor Ian Noble,
Grafik: Journal of the best in International graphic design, May 2006
pages 42-45

Published full colour booklet about the BA (Hons) Information Design
pathway with Information Design tutors. Design by Information tutor
Hamish Muir AGI, 2004, ISBN 0-954 6134-1-4

Publication of A1 poster on the history of type to be available to
all educational institutions at FE level and schools. Research, writing
and picture research but not actual design, Book on the Wall 2003

Professional/Industrial Experience
Appointed
Design Consultant to Lloyd Northover, an internationally known Design
Consultancy (who evolved the identity for the University of the Arts),
2005

Appointed design consultant to the Rothschild Banking Group.

Evolved global PowerPoint design guidelines for all
diagrams/tabular/text presentations for Corporate Finance Department. 
This required a comprehensive visual audit of all material and evolving
new designs and logic system for creating diagrams. Also comprehensive
guidelines (over 60 pages) for training purposes. This project occurred
as a result of a branding alignment carried out by Interbrand requiring
myself to visually overall all PowerPoint presentations (both for paper
& screen environments). This involved numerous presentations to
directors both in London & Paris, 2002-2004

Unpaid sabbatical to undertake a major re-branding project for a
Dutch-French investment bank whose documents are pitched at Government
level. Also to update and refresh myself on issues relating to
identity, how design consultancies function related to project
management, 2001

Unpaid sabbatical to evolve and ‘patent’ new design system I
developed called Message-Based-Design (MBD) & Message-Based-Writing
(MBW). (Awaits trade marking, 2001

Evolved visual identity for B2B (Broker to Broker). Global I/T
providers to Investment Banks. Both paper & screen solutions
provided. 11.8.2000: Featured in Design Week, 2000

WestLB Panmure (Anglo-German Investment Bank): rationalising and
evolving research brand across their pan-European product range, 2000

ING Barings: evolving a new brand and related global literature
system to mark the re-launch of the oldest UK merchant bank that had
gone bankrupt, 1999

Delivered paper to the Expert Finance Forum, part of IIID
(International Institute for Information design). Paper entitled
(‘Morphing Content across Multiple Communications’), Harvard Club,
Boston, USA   27th June.2005

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The Fall, 2008 british release ‘presented’ by Spike Jonze

So here we obviously are classiquely in vallys aka bar valentinos ala soho ala fenegweek street. Big ted hooked us up with 2 tickets one for henry and one for josh from skins cousin, the infamous MTV2 cum harry potter lookalike frederico blooderus potterous royale…

Anyway, as you might / probably not think I am not either of those people and thus meaning there was no ticket originally on the door for, none for non tv lads. But, as I went to pay for the ticket, obviously they gave me a cheeky first class upgrade to Frrrreeeeeville….. They recognized me from 300 repeats of the moon moth escapes on bbc2 circa 1993.

Anywayyy still in valentinos and not got to the review of the film I shall tell you what else is going on… Caius just bought a Ribena, & realised he’d die if he drank it.. Wikid

Uhm I’m flagging let’s get to the pics

Ps the film was fucking great….

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The Letterpress House in Watfordt

me and James went before I went to New York a couple of weeks ago to try and get the ball rolling.

Here are a couple of photos from the few days, not that

informative, although if you check myflickr

Its documented in a BIT more detail.

We used Gill Sans medium, a great metal face that is as geometric as one would have hoped, although Johnston New or Futura medium would have gone down a treat…alas, those were not at our disposal.

If anyone is interested in using the Letterpress House. Just get in contact with me and we might be able to sort something out…

R1029760.jpg

James syking upp for some sik chase work

Bill the M A N

rough

Read the rest of this entry »

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h e a r d i s m

september
2008

prequel to manifesto 2

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did this in june… it took 14 hours of pure hardcore InDesign to complete this, just to see if i could re-create a dictionary page……

did i ?

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this is what design IS about

this is what design IS about

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Edward Johnston

shit is about to seriously K I C K O F F

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This iphone shits quitegood

This is my first mobile entry to any blog via my new iPhone 3g .. Let’s see if I can add a photo

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H E A R D ! S M manifesto phase one december 2007 murray grove

the rise of the affluent societies mean we now have more leisure time than at any other point in history.
the populous status quo could be considered a lackadaisical insouciant slaphappy race. self indulgent in, escapist realities.

Escapism is not defined by the behaviour itself but the motivation behind it. anything from sport, fashion, the internet, sex, religion, over consumption can become escapist activities.
the populous must waken to the actuality that hides behind the veil of innocence projected by the nuances of commercial medias facades. initially this invites the participation of buying, accepting and even acknowledging services/conveniences, as having little or no obvious disadvantage, impact, relevance or knock on effect.

it is a fallacious notion that accepting a free newspaper outside the london underground, buying a £1 lottery ticket, watching poorly produced/scripted reality tv shows, eating frozen ready meals/’perfect food’ are innocuous, light-hearted, unsullied activities.

part of the impetus of de-evolution, dehumanisation of societies, real cultures, real individualism, real democracies, real freedom as well as the inconceivable knock on effects of instinctual values, perception, motivation, and prejudices.

by accepting these apparent innocuous elements into our routines, they then become subconscious. this is where the subliminal & semiotic can take charge, and do.

this is down to sustainability of fashion or phase, which has the power to morph into the popular. when this happens, industrial tycoons want to perpetuate it for obvious financial & political potency. popularity is a natural model of the undiscerning individual.

popularity masquerades in commercial media as the peoples choice, by demand, respect, good taste, accepted opinion, when it made its way there via contemptible, unscrupulous, exploitative & Machiavellian ways. which adheres to natural human susceptibilities in motivation and will. it clearly has coercive properties.

by accepting or buying into any commercial media which perpetuate unabating apprise of grotesquery & unfulfillment. you are sustaining unintelligible, fatuous media machinations & perpetuating ignominific, so called professions like celebrity and paparazzi which are interdependent.

ultimately, the means of escapism is relatively unimportant. its root cause is an inability to establish meaningful relationships with other people in the real world, and it is generally associated with feelings such as guilt, powerlessness, pointlessness. it is natural to abhor systems, which assumes an unnatural selfishness and attempts to motivate people by fear not love. no wonder people try to escape from the depression that results from taking part in it.

people do not have the time; so they assume, not without reason that, journalists, designers, politicians– people whose full time job is to think, analyse, serve, inform & report with conviction, responsibility, passion and integrity – will carry out these elements in their respective positions for them.

however this is not the case, journalists, politicians & designers are directly culpable in the prevalence of commercial escapism.. they are indeed as susceptible to licentiousness as the populous to which they advise.

certain escapist options are socially accepted, such as consumerism and celebrity worship, others are not, such as recreational drug use. virtual realities that provide escapist experiences with huge degrees of immersion are voyeuristically assigned which perpetuate through many mediums, often directly linked back to the same source if researched, hinting that its socially acceptable in any context, as its easily misinterpreted.

An immediate counteraction is needed; Murdoch’s hegemony & minority influence has a tendency for insistence of style that encompasses any non-fictitious genre, which visually, tonally & linguistically roots its self to the physiological drug known as escapism. Through obvious visual associations, colloquial metaphors, spun euphemisms & timed sound bites, it familiarises with the status quo by imitating it, becoming one of the lads. Its simple, become one of the lads, incognito, without adhering to just said tactics.

Empirically concerned with the emancipation of the zeitgeist relative to the status quo.
heard!sm rationale takes an altruistic approach incognito.

an inertive discipline, a virtuous tour de force, de facto
the conquest of ones faculties & future is the perfect emancipation of his will.
virtuous divinities by alchemical means in adversarial times.

create a divine dialectic, edify & evolve our own understanding of which motivates choice. breed this at primary level, one can become potentially impenetrably discerning.
edify the relationships between the physics & mathematics to the design, it just makes sense.
writing and journalism done with integrity will triumph over political correctness & commercial escapism, refining our taste enabling us to discriminate amongst the exquisite nuance of classic work.
imbed the collaborative mindset, and deliver integrity with anima.

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anti-religious tattoos my opinions on jihad christianity and islam,..


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Originally uploaded by H E A R D ! S M

this is a bastardization of the meaning of the word, an anti-religious stance.///…with both tattoos referencing Christianity and Islam, which have been part of the ‘INSPIRATION’ behind many ‘holy wars’ over many thousands of years.

i have no faiths in no gods nor extra curricular militant activity, its merely my way of watering down, symbols and words by tattooing and embedding something on me forever, by having no mental nor deeper meaning to me apart from apposing the apparent  misconceptions/meanings of religion/religious terms and of those who perceive them as threatening of them/ i dont feel as though im supporting either as in no way do/ would i preach nor practice any religious nor coltish values on anyone/body.

its misinterpretation, which has led to religious fueled wars for thousands of years.

Jihad is suppose  to mean, spiritulised,Striving, effort, struggle; striving spiritually or physically against evil. Its essentially a good thing… but as i live in a western country surrounded by ignorant cretins everyday of my life, this may give some people something to think about…

its ink on skin, real Islamic people shouldn’t have any form of symbolism nor adornment, or iconoclastic images .  Therefore it should not be offensive to Islamic people, as its just a translation of Arabic, and to my knowledge Arabic is a language , and not a religious language.  Religions such as Islam use Arabic, but that does not make every Arabic person Islamic in faith and belief, we choose our own, and no religion, country of heritage has any right to judge who and who cannot do this that and the other. therefore there should be no qualms which what essentially is just a word.  It has huge religious connotations but as i said no religion owns language as language is thankfully one of our last freedoms.

some how the wider interpretation of word in the western world is holy war, which is only viewed in this particular way by a very small minority of individuals who have next to nothing to do with any Islamic nor Muslim religion but happen to come from such countries where the wider ethical and morally minded peoples main religion is Islam.  This does not mean, they have or are influenced by religion, as its just a word that is used within the Arabic language and Islamic faith to serve Allah as best as possible. To make one a better person.  Its part of the quaran’s  equivalent to the 10 commandments. To better ones self and society.  It is a beautiful thing.  But its more of for the daily mail readers out there who are as bad as any killer, criminal, anti-life figure.  They are the people who will react  to this, they are the people who need a priority re-adjustment.   They are scared of what they don’t know, and they don’t know shit.  Any intellectual individual may not necessarily agree with it being on me, whether thats down to personal taste or ethical reasoning, its a statement against the ignorant, and that unfortunately is a huge majority, especially in england.

You would be hard pushed to find any one more European/liberal in mannerism and mind set than I.  I feel its a duty as part of a piece of fine art, living and wearing it on my  forearm as a symbol of freedom and integrity.  That I am in a position where i can express my huge feelings against oppressive scaremongering cunts like the daily mail and its brain dead cretinous creatures known as the general British public.

here are two articles on the daily mail from a blog, an article from the 20th of August 2007 by the Guardian and a new york post reference to a new york police officer sporting a jihad tattoo.

Depressing news in the Guardian today. The Daily Mail could be on target to become the UK’s top selling daily newspaper. It’s already the paper of choice for Britain’s terrified, ageing middle class and, according to predicted sales figures, could be on its way to bashing the once-untouchable, super soaraway Sun in the bitter circulation wars. Not that I’ll be shedding any tears for Murdoch’s red top you understand, but I think in the greater scheme of things, his tacky tabloid is nowhere near as malevolent as the Daily Mail: hate and fear spurts from every page of this vile shit rag, feverishly gripped in a permanent state of outrage about, well, everything.

The cunning tactic has been to combine their infamous right-wing, fear mongering journalism with an endless stream of celebrity obsessed piffle. A sort of cross between Mein Kampf and Now magazine. So instead of just reading news items about single mums / benefit cheats / teenage abortion / dwindling church numbers / illegal immigrants and the endless influx of darkies and gypsies, etc., readers are also now “treated” to features on the size of Abi Titmuss’s arse; the colour of Coleen McLoughlin’s socks; Kerry Whatsername’s new tits or how many cheeseburgers Britney Spears ate yesterday.

And if all this weren’t bad enough, the Mail last week dug deep into its big pockets to lure back the “talent” of its prodigal son – Richard Littlejohn. Ah, bless, he’s returning to his spiritual home. The mouthpiece for Middle England bigotry himself. The man who sees no irony in writing endless tirades berating the erosion of British society from the comfort of his home in. . . . Florida. To repeat his hackneyed phrase: "You couldn’t make it up!". (Except he does, of course. Frequently.)

So there you have it. The Daily Mail: newspaper of our times. The one that captures the zeitgeist. Probably even fancies itself as the paper of record. It’s enough to make you puke.

COP HAS ‘JIHAD’ TATTOO

By ERIKA MARTINEZ AND MURRAY WEISS – Thursday, August 18th, 2005 N.Y. Post

An NYPD Police Academy recruit of Middle Eastern heritage sports a bold
tattoo spelling out the word "JIHAD" on his forearm, with a large sword
drawn beneath it – and there’s nothing the department can do about it, The
Post has learned.

The extraordinary markings caused a stir around the academy as soon as the
6-foot tall probationary cop rolled up his sleeves and revealed the tattoo.

"People were shocked to see it," one source said.

The controversy prompted police brass to interview the officer, who said
that "JIHAD" is his nickname and made it clear that he had no affinity for
any terror causes.

In fact, "Jihad" has several meanings, ranging from "exerting utmost effort"
and "to strive," to its more sinister usage by terrorist leaders who call
for a "jihad," or holy war against the West.

Regardless of its interpretation, the NYPD, which has regulations for the
length of an officer’s hair, has no prohibitions against tattoos.

A department spokesman declined to confirm or deny that any recruit sported
a JIHAD tattoo.

Sources say the officer, whose name was withheld, joined the NYPD’s class of
about 1,500 recruits less than a month ago.

He was described as quiet and studious.

Police brass advised the officer’s classroom instructors that they are to
ignore the tattoo. But its existence captured the attention of the
department’s Intelligence Division.

It’s likely to ruffle the feathers of some cops, particularly since the NYPD
lost its first officer serving in Iraq earlier this month in a sniper
attack.

You don’t have to like or agree with a newspaper to understand that some people might want to read it. In the case of the Daily Express and its Sunday stablemate, I can never understand why anyone would choose to. I suppose upbringing might contribute, but the Express has done so much over the years to confuse the natural loyalty or inertia of newspaper reading habits that the fact that "it was the paper we had delivered when I was a child" can hardly be relevant.

Lord Beaverbrook’s Daily Express was selling over 4m copies a day in 1955; it sells around 770,000 today. The Sunday Express sold over 4m in 1965; it too sells around 770,000 today. And the fall goes on. Ownership is now in the hands of Richard Desmond, whose publishing history is at the smuttier end of the market, and he dislikes costs as much as journalists, employing few of the latter to minimise the former.

While there was confidence and certainty about the Express dominance of the market from the 1930s to the 1960s, the death of Beaverbrook and a succession of changes in ownership took all that apart. This culminated in the purchase of the group by Lord (Clive) Hollick, New Labour crony, in 1996. Hollick broke the golden rule of proprietorship by sacking the audience, dismissing the Express’s historic allegiance to the Conservatives, the monarchy and the empire and attaching itself to New Labour and a form of 60s liberalism. Remaining traditional Express readers must have been flummoxed.

They were to be flummoxed again in April 2004 when the Daily Express editor Peter Hill took the "historic decision" – elaborated over many pages – to return to normal service and "back the Tories". One’s sympathies lay with the then Tory leader, Michael Howard. If this ploy represented more than correcting an anomaly it did not work. Sales continued to fall.

The Express created its own agenda and sticks to it. The Daily Express’s deputy editor is Hugh Whittow (he tends to pop up in the small hours on 5 Live’s Up All Night programme) and he maintains and defends the agenda with an impressive passion. It is a simple one built on a few obsessions: lead the paper on house prices, mortgages, inheritance tax, the weather . . . or Princess Diana. It also loves ridiculing political correctness and scratching away at the prejudices of its perceived audience. I was fascinated by one issue that managed to contain all of the following: the threat to safety on our roads posed by eastern European HGV drivers in Britain, the serial sex attacker from Poland who had murdered in Britain after having a heart bypass operation on the NHS, and extensive coverage of the "evil in our midst", Muslim extremists.

But the real Express obsession is Diana. Whittow, according to his editor, has quite exceptional Paris contacts. This allows his paper to lead on Diana more often than any other subject. The headlines vary little. Diana death: new witness. Diana: new sensation. Diana death: driver riddle solved. Diana: vital evidence kept secret. Diana: it’s a whitewash. Scandal of Diana cover-up. And very many more. Nobody follows up these stories. Nobody comments on them. The conspiracy theories build without trace. And nobody really knows why.

The Express has recently applied this same obsessive attention to the disappearance of Madeleine McCann. A hundred days after the child’s disappearance, when media attention generally has become more restrained, the Express is leading day after day on the story, finding "developments" where others find none. The missing factor is judgment. A front page headline – Madeleine: she is alive – hitting the reader as a statement of fact without any quotation marks was grossly insensitive.

The Express’s rival in the mid-market is the Daily Mail, although that would be to exaggerate the nature of the competition. The Mail’s domination of the sector is now unchallenged, to the extent that the Mail is now the second largest selling daily in the country (to the Sun) and the Mail on Sunday is the second largest selling Sunday, after the News of the World. Both titles now sell more than 2.3m copies, three times their Express "rivals". The daily and Sunday Express titles, although by then in rapid decline, were both outselling the Daily Mail and Mail on Sunday in the mid-to-late 80s.

The reasons are many and clear. The Mail has been through no changes in ownership, the Rothermere/Harmsworth proprietorship lasting more than 100 years. In their more recent and successful period they have been dominated by two editorial giants, the late Sir David English and the current editor-in-chief Paul Dacre. They have always invested heavily in journalism and have understood their audience and its prejudices. The two Mail titles, particularly the Daily, have always reflected those prejudices rather than the contemporary world, eschewing the prevailing social, cultural and political values on the basis that there are many people, Mail readers, who do so too.

Those Mail views can be characterised thus: for Britain and against Europe; against welfare (and what it describes as welfare scroungers) and for standing on your own feet; more concerned with punishment than the causes of crime; against public ownership and for the private sector; against liberal values and for traditional values, particularly marriage and family life. It puts achievement above equality of opportunity and self-reliance above dependence.

The Mail celebrates achievement against the odds, particularly where no "state help" has been involved. It believes that too often the taxpayer is being taken for a ride and that bureaucrats are invading areas of private responsibility. A defining Mail story is of a single mother of 10 or 12 children (there is always a wide photograph), most of whom have different fathers, occupying two or three council houses knocked into one. This will be accompanied by a table computing the cost to the taxpayer of maintaining this "feckless" household.

There is of course more to the Mail success than its ideology. It was the first to realise how much newspapers could learn from magazines, particularly the technique of applying a current news story about a celebrity, a fashion or a fad to "ordinary" Mail readers. If Marks & Spencer re-invents itself, then ordinary Mail women are modelling their new range of clothes. If the debate is about whether mothers should go out to work or stay at home looking after the children, then the Mail will interview, at length, examples of both. It has the highest proportion of women readers of any national paper.

It is never afraid to revisit the much-interviewed. It is shameless about the PR interview, with the italics at the bottom signalling the new film, TV programme or book. It always prefers – like consumer magazines – the celebrity profile based on triumph over adversity, marital, medical, family or financial. No newspaper has done more to develop the now ubiquitous concept of human interest.

The Mail has a huge promotion budget and spends more than most on free DVDs and CDs for its readers. These are always carefully selected to match the "family audience", often aimed at children or, the paper has been known to admit, grandchildren. A landmark development in promotion was the recent release of the new Prince album free with its Sunday stablemate, the Mail on Sunday. It added about 600,000 to that day’s circulation and had as many consequences for the recording industry as newspapers. It is not known – it never is – how many buyers of the paper read it as well as listening to the CD.

The Mail is ruthlessly edited and always quick off the mark. Its topical features are always on the day rather than tomorrow, and it commissions much more than it uses, an expensive strategy. It has never followed the youth obsession that has so often preoccupied rivals. It regularly serialises books by or about film or pop stars of another age. It seems not to care that the 60s generation is now in its 60s. Is this because more than 40% of its readers are over 55, and 60% over 45?

Perhaps taking proper note of the demographics rather than pandering to the advertisers’ preoccupation with young consumers serves the Mail well. That is why it campaigns about wheelie bins and casinos and pensions.

It comes down to confidence, the Mail’s dominant quality. It knows it knows its audience. This is often described as "middle England" and predominantly it votes Conservative. It is spread pretty evenly across the AB, C1 and C2 social grades. It may not be as young as some newspaper audiences, but then the country is getting older. It may not have seen its preferred party in government for 10 years. But Labour leaders take careful note of what it is saying. It has, as they say, "reach". And it makes more commercial sense to sell copies than return governments.

· Peter Cole is professor of journalism at the University of Sheffield.

<a href=”http://media.guardian.co.uk/mediaguardian/story/0,,2152046,00.html”>media.guardian.co.uk/mediaguardian/story/0,,2152046,00.html</a>

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