1. learning objectives: To recognize the work of Kinnear and Calvert
How does their work relate to packaging?
How does the packaging industry
communicate with the consumer

2. One of the most ambitious and effective information design projects ever
executed in Britain is the road and motorway signage system designed by
JOCK KINNEIR ( ) and
MARGARET CALVERT (1936-) from 1957 to 1967.
The government of the day took the unusual step of entrusting the development of the new system to the graphic designer Jock Kinneir ( ) and his assistant Margaret Calvert (1936-). They devised a rigorous signage system of carefully coordinated lettering, colours, shapes and symbols for Britain’s new motorways in the late 1950s and for all other roads in the mid 1960s. Efficient and elegant, their system was one of the most ambitious information design projects ever undertaken in Britain. It is a role model for modern road signage in other countries and is still in use today

3. Jock Kinneir developed a typeface known as “Transport”
Jock Kinneir developed a typeface known as “Transport”. This typeface had already been recommended for
use on motorway signs, however Jock Kinneir added a more heavily weighted version,
“Transport Heavy”, which was intended for use against light backgrounds.
Calvert devised pictograms for an extensive range of symbolic warning and regulatory signs.
signs replaced the then existing traffic signing system on 1 January 1965

4. How does all of this relate to packaging? How do packages communicate
with consumers?

5. Over the last century, our lifestyles have gradually become more complex. Conversely, the design of symbols, logos and road signs have become simpler for ease and speed of recognition in a faster world.
Symbols: A symbol is something such as an object, picture, written word, sound, or particular mark that represents something else by association, resemblance, or convention.

6. Packaging Symbols The symbols opposite represent that the product
inside has been tested to British and European
safety standards. These symbols that are normally
applied to non-food products such as electronic
products or toys. However, they may still be applied
to the packaging as a reference to the package itself being safe.
The ‘Keep Britain Tidy’ symbol is regularly seen on packages in the UK.
It is there to remind people to place their rubbish in a rubbish bin rather
than dropping it on the floor. Sometimes the symbol is called the
‘be environmentally friendly’ symbol.
not recommended for children under 3 yrs old,
contains small items, danger of choking
Created in 1988, when the Lion mark is displayed on a product
it means that the manufacturer/retailer has agreed to the ‘British
Toy and Hobby Associations’ Code of practice. It is a consumer
symbol that represents the manufacturers promise to conform to
all relevant safety information.
copyright, not to be copied without permission
from owner, prevents fraud, pirating, legal
enforcement, NOT a trademark etc

7. Kitemark
Another common type of label is the one found on clothes. This helps the purchaser look after them by giving washing instructions, usually as a series of symbols and often with written instruction.
Other labels that are important are the Kitemarks. These are used to show the product has passed a safety standard and the CE mark demonstrates that the product can be sold any ware in the European community.

8. Packaging Symbols
‘Keep Britain Tidy’. This symbol is regularly seen on packages in the UK.
It is there to remind people to place their rubbish in a rubbish bin rather
than dropping it on the floor. It is also aimed at making people aware that
they have a responsibility to keep the environment around them tidy and
litter free. Sometimes the symbol is called the
‘be environmentally friendly’ symbol
These are internationally recognisable symbols for recycling:
It is to remind the consumer of the potential recycling properties of
the package he/she is about to throw away.
It is aimed at encouraging the consumer to recycling packaging rather
than throwing it into a general rubbish bin.
British and European safety standards:
The symbols opposite represent that the product inside has been tested to British and European safety standards.
These symbols that are normally applied to non-food products such as electronic products or toys.
However, they may still be applied to the packaging as a reference to the package itself being safe.

9. copyright, not to be copied without permission
from owner, prevents fraud, pirating, legal
enforcement, NOT a trademark etc
not recommended for children under 3 yrs old,
contains small items, danger of choking
Created in 1988, when the Lion mark is displayed on a product
it means that the manufacturer/retailer has agreed to the ‘British
Toy and Hobby Associations’ Code of practice. It is a consumer
symbol that represents the manufacturers promise to conform to
all relevant safety information.

10. What’s the difference between signs and labels?
Signs give instruction or warnings
Labels give information relevant to the product or surrounding

11. Task:
To design a pictogram that represents your friend. How will this promote them?
Size 100mm x 100mm