BHTC Logo - Emphasis

I found this composition on The Broward Human Trafficking Coalition (BHTC) website http://www.bhtc.us/.  BHTC is a nonprofit, grassroots organization whose mission is to raise awareness about human trafficking through information, education, and networking resources.  This artwork is essentially the logo for the organization.  I think the simplicity, focus, and object familiarity of the piece should have broad appeal for all demographics.  Hopefully, it inspires questions about the topic. The organization is partnered with many others such as The FBI, The Missing Children’s Foundation, The Polaris Project (End World Slavery), Crime Stoppers, Shared Hope International, and many more. 

I was initially attracted to the composition because of the effectiveness of the message.  The use of the bar code attaches BHTC’s message with something highly recognizable.  We all see bar codes every day.  We touch them; we bring them into our homes; they are within our reach at all times. The treatment of the barcode as the bars of a jail cell is greatly effective – the figure, the human, must break free of the prison.  The message is clear.  People must work to free victims of human trafficking.  Breaking out from behind the bars – a very dynamic image – the human is actually, physically, breaking free from the bars that imprison him/her. Very successful imagery!  Also, the universal bar code is something that is placed on a product for purchase - interestingly human trafficking treats people like products - selling them into slavery.

I also feel that the colors of the composition were carefully chosen – red, white, and blue.  Many flags from around the world use this color scheme and these colors have come to represent freedom and protection (especially in the U.S.).  Also, the color red attracts attention, so the human figure is red – to draw our attention to the victims of trafficking and the work that must be done to liberate and defend against further abuses of human trafficking.  The red figure is the focal point of the composition – the color red is used for emphasis (more later). 

I also was attracted to the general structure of the composition.  The figure 2/3 – 1/3 proportion that is so attractive to the human eye is used well here.  The figure breaks free about 2/3’s of the way across the bar code.  The work is very well balance.  The location and color of the text balances the strong blue bars and red figure.

The typography is an all upper-case, san serif typeface similar to Helvetica – stretched horizontally.  The title “Human Trafficking” is red in color and is a larger point size than “Broward” and “Coalition” (smaller and blue in color).  So, the text “Human Trafficking” stands out more than the other words – both due to size, color, and location (at the base of the bar code.

How does this composition reflect the principles of emphasis?  I believe it does so through use of emphasis by isolation and emphasis by contrast.    Emphasis by isolation is when an element is set apart from other elements.  Emphasis through contrast is when an element is set apart by scale, shape, and/or color.

(1)  Emphasis by isolation is used here in that the human figure breaks the pattern of the bar code. The figure is an anomaly in the pattern and automatically attracts our attention.  The text “Human Trafficking” also creates an anomaly at the base of the bar code, drawing our attention to the title but to a much lesser degree. 

(2)  Emphasis by contrast is also used here – both color and shape.  Obviously, the red figure (and text) stand out from the blue bar code, thus contrast in color.  The shape of the entire piece is very rectilinear – the barcodes, the shape of the whole work, the text blocks.  The curves of the figure and the broken bars also create emphasis and make the figure the focal point of the composition.

Graphic design is such a big part of our lives.  It surrounds us and affects us daily in so many ways – products, road signs, billboards, books, magazines, TV, posters, labels, notepads, etc.  I like when graphic design is used to make an important statement in an effective way.  I believe this composition does just that.