Great Gatsby

The Great Gatsby

The Great Gatsby is a 2013 Australian-American 3D drama film based on F. Scott Fitzgerald's 1925 novel of the same name. The film was co-written and directed by Baz Luhrmann, and stars Leonardo DiCaprio, Tobey Maguire, Carey Mulligan, Joel Edgerton, and Elizabeth Debicki. It follows the life and times of millionaire Jay Gatsby and his neighbour Nick, who recounts his encounter with Gatsby at the height of the Roaring Twenties. The story is set in the fictional town of West Egg on prosperous Long Island in the summer of 1922. (Long Island is an island in the U.S. state of New York.)

https://www.youtube.com/watch?v=rARN6agiW7o

As I am looking into the appearance of the film to convey in my own work I thought that it would be appropriate to look at how the time and design was portrayed in the film, through the set design mainly, which I feel with give me more ideas.

In creating the background scenery for the world depicted in the film, designer Catherine Martin stated that the team styled the interior sets of Jay Gatsby's mansion with gilded opulence, in a style that blended establishment taste with Art Deco.

http://www.vanityfair.com/online/oscars/2013/05/the-great-gatsby-production

https://www.behance.net/gallery/8550121/THE-GREAT-GATSBY

Client: Bazmark / Warner Bros

Creative Direction: Bazmark | Baz Luhrmann & Catherine Martin

Logo Branding & Typography:  Like Minded Studio & Bazmark

GG Monogram: Bazmark & Tiffany & Co

Conceptual Logo 3D: Like Minded Studio

Background Illustration: Bazmark & Deva Studios

Animation & Final 3D Rendering: Deva Studios (Los Angeles)

Advertising Campaign: Concept Arts & Warner Bros (Los Angeles)

Like Minded Studio was honored to collaborate with Baz Luhrman, Catherine Martin & Bazmark team on the branding of  "The Great Gatsby". Our aim was to realise Baz's vision and develop a bespoke Deco styled logo reflective of the roaring 20s and Fitzgerald's masterpiece. We also created a display typeface to accompany the main branding. The letterforms were customised and refinined to reflect the design of the main logo. This included developing a system to combine solid and pinstriped characters in sequence when typing out words. Inspiration for the typeface was from the deco alphabet designs of K.H. Schaefer. The final titles and logo were further rendered in 3D by Deva Studios to create the signature Gatsby style.The process and final branding is showcased below.

They also showcase some of there other logo designs on behance, I think that this shows me different types of type that they also felt matched/ and where appropriate for the film and the Art Deco look. It was also good to see there development from hand drawn to digital, and how they had sketched lots of ideas down before creating the final piece. 

Thinking of type and words, I felt that it might be appropriate and whimsical to use quotes from the book (and film) in my design, this would also bring the theme of not just 1920's Art Deco but The Great Gatsby too. 

Potential Quotes from the book that I might use as part of my stationary design, I picked these particular ones as they aren't time specific, and they are quite short as well, which makes them better to use for front covers etc. 

“I hope she'll be a fool -- that's the best thing a girl can be in this world, a beautiful little fool.” 

“And I like large parties. They’re so intimate. At small parties there isn’t any privacy.” 

“He looked at her the way all women want to be looked at by a man.” 

"There I was, way off my ambitions, getting deeper in love very minute."

"in his blue gardens men and girls came and went like moths among the whisperings and the champagne and the stars"

"the world only exists in your eyes. You can make it as big or as small as you want."