ABSTRACT

The purpose of writing criticism report on “Spirits are Strength – Poster” is to

elaborate the meaning of criticism. Criticism is based on the poster of Artist Ahmed
Faraz. The purpose of study is to critical learning of poster through different accepts
to give review and remark. Poster is imaginary poster and influenced from “Serialism
art”. Poster is based on imagination and personal thought and experience. Color
scheme of poster and images selection is totally going with the “imagination world”.
Magnetism point in the poster is in height, because of its dark color scheme and
display style. Poster style is unique in Pakistan, because in Pakistan total graphic
work is based on direct idea communication.

This poster should displayed in western country not in Pakistan. Because in Pakistan
the people are used to of direct communication. Poster is recital some story but
message of poster is not understand able for all sort of intellectual level. Poster style is
based on “western style”, which is not request of Asian style poster. This poster
should demonstrated in some western country.
CONTENTS

1. ARTIST AHMED FARAZ 01

1.1 Life1
1.2 Professional Life1
1.2.1 2
1.2.2 2
1.2.3 Software Expertise 03
1.3 3
2. 4
2.1 4
2.1.1 4
2.1.2 4
2.1.3 4
2.1.4 4
2.2 Awards & Achivements 05
2.3 Interest 06
3. 07
3.1 07
3.3.1 8
CHAPTER 1

ARTIST AHMED FARAZ

1.1 Life

Mr. Ahmed Faraz is an artist of 21 century. He belong to Hafizabad. In 1996 he got

admission in the M.H Sufi Foundation School. His teachers gave him the courage to
look at the sky and blue nights. His ability of drawing was polished in this heaven.
The sun was smiling at him when He received 2 achievement awards in 2004. That
was hi last day in the M.H Sufi Foundation School.
A new journey was waiting for him in the city of “Lahore” and He got admission in
the prestigious Punjab University College of Art & Design in 2007.
There is no doubt that my abilities nourished in the dancing walls of a College of Art
& Design but the very base of his achievements belong to the M.H Sufi Foundation
School. Everything that He owe it to the beacon of excellence that is the M.H.SUFI
FOUNDATION.

1.2 Professional Life

Mr. Ahmed Faraz objective is to attain a responsible position in his creative

production environment, where He can exhibit his expertise in Art & Design. By
profession Mr. Ahmed Faraz is Graphic Designer, Web Designer, Photographer,
Illustrator, Calligrapher and Poet.

Mr. Ahmed Faraz want such a platform where He can grow his career along with the
organization growth. He want to be one of the reasons for the success of the
organization where he work. He want to see the organization as a bench mark to other
organizations.

Mr. Ahmed Faraz always says:

My ethic is "I never neglect an opportunity for my improvement".

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1.2.1 Professional Experience

As a graphic designer Mr. Ahmed Faraz works on a variety of products and activities,
such as websites, advertising, books, magazines, posters, computer games, product
packaging, exhibitions and displays, corporate communications and corporate
identity, i.e. giving organizations a visual 'brand'.

He work to a brief agreed with the client, creative director or account manager and He
develop creative ideas and concepts.

i. Directorate of Agricultural Information, Punjab

Mr. Ahmed Faraz is working as Artist /Designer (BS-16) in O/o Directorate
Agricultural Information, Punjab under Administrative control of Secretary
Agriculture, Punjab through Punjab Public Service Commission.
ii. Gul Studio
Creative Head: July 22, 2012 to Present.
iii. 5Degree
Art Director: 1st Jan, 2012 to 1st September 2013.
iv. Business Technologies
Assistant Art Director: 10th Oct, 2010 to 1st July, 2013.
v. Third Eye Communication
Freelancer Graphic Designer: 1st Sep, 2013 to Present.

1.2.2 Freelancer Experience

Mr. Ahmed Faraz worked as a Freelancer Photographer & Graphic Designer with:

1) Pakistan Squash
2) Sapphire Textile Mills Limited
3) Jubilee Textiles
4) House of Ittehad
5) Élan Brand (Clothing Brand)
6) Cherry Berry (Clothing Brand)
7) HRK Collections (Clothing Brand)

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8) Alhamra Art Council-The Mall, Lahore
9) College of Art & Design, University of the Punjab, Lahore
10) Lahore College for Women University, Lahore
11) Urdu Digest
12) Roshan Packages

1.2.3 Software Expertise

1) Adobe Photoshop
2) Adobe illustrator
3) Adobe InDesign
4) Adobe Photoshop Lightroom
5) Adobe Premiere
6) Corel Draw

Mr. Ahmed Faraz have expertise in graphics design using graphics software like
Adobe (Photoshop, InDesign and Illustrator) and Corel Draw. He also proficient in
designing magazines, books, newspapers, flyers, logos and leaflets.

1.3 Influence of Artist Ahmed Faraz

Artist Ahmed Faraz is highly influenced from well-known famous artist, “Salvador
Dali. Spanish painter Salvador Dali remains one of the most controversial and
paradoxical artists of the twentieth century. Dali was a great artist who was a great
self-publicist and showman. The combination was an irresistible formula for success.
Born in 1904, most of the works he did revolved around painting, sculpture work, and
he worked as a graphic artist and designer as well. During the course of his career, he
experienced many different art forms, and experimented with a few styles, allowing
him to further his points of expression, and the design pieces which he created during
the illustrious and extensive career that he had. 

Dali is known to be a famous Surrealist and depicting this theme through his paintings
and other art works. Most of his works show a sort of dream sequence which he often
draws hallucinatory characters. His major contribution to the Surrealist movement is
called the "Paranoiac-Critical Method" which is a form of mental exercise of
accessing the subconscious parts of the mind to have an artistic inspiration.

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[4]
CHAPTER 2

HISTORY OF ARTIST AHMED FARAZ

2.1 Education

Education is the process of facilitating learning, or the acquisition

of knowledge, skills, values, beliefs, and habits. Mr. Ahmed Faraz start his early
education from his home town, “Hafizabad” and then for higher education He moves
toward, “Lahore”

2.1.1 Intermediate (Matric)

Major Subject: Math’s, Physics, Chemistry, English

School: M.H. Sufi Foundation Secondary School Kot Ishaq (Hafizabad)
Board: Board of Intermediate & Secondary Education, Gujranwala,
Examination 2004

2.1.2 High Secondary (F.Sc)

Major Subject: Pre-Engineering

College: M.H. Sufi Foundation College Kot Ishaq (Hafizabad)
Board: Board of Intermediate & Secondary Education, Gujranwala,
Examination 2006

2.1.3 Bachelor (4 year)

Major Subject: B.F.A (Graphic Design)

Session: 2007 - 2011
University: College of Art & Design, University of the Punjab, Lahore,
Pakistan
Mini Thesis: Attiqa Odho (Campaign Design)
Major Thesis: Mountain Dew (Campaign Design)

2.1.4 M.F.A Equivalent to M.Phil.

Major Subject: M.F.A (Graphic Design)

Session: 2012 - 2014

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University: College of Art & Design, University of the Punjab, Lahore,
Pakistan
Mini Thesis: Fresher Juice (Campaign Design)
Major Thesis: HRCP (Human Rights Commission of Pakistan), (Campaign
Design)
Major Thesis: UJALA Foundation (Advertising Campaign)

2.2 Awards & Achievements:

i. Artist Ahmed Faraz was the member of the jury of 1st Wall Art Competition
2014 held on 6th December, 2014 at University of Management &Technology
Sialkot.
ii. Artist Ahmed Faraz was the member of the jury of All Punjab Photography
Competition by Punjab Youth Festival 2014
iii. Artist Ahmed Faraz conducted one week workshop on improving graphic
skills at Mass Communication Department, University of the Punjab, Lahore
iv. Artist Ahmed Faraz got 1st Position in Punjab Youth Festival Lahore 2012 in
Conceptualize Your Notion (Poster Design).
v. Artist Ahmed Faraz got 1st Position in Photo-Essay in competition held at
University of Management and Technology Lahore.
vi. Artist Ahmed Faraz got 1st Position in Photography in All Pakistan
competition held at Ghulam Ishaq khan university Islamabad.
vii. Artist Ahmed Faraz got 1st Position in Photography in All Pakistan
competition held at Alhamhra Cultural Complex Lahore, Pakistan by
JANOOD THE CREATORS.
viii. Artist Ahmed Faraz got 1st Position in Photo-Essay in All Pakistan
competition held at Alhamhra Cultural Complex - Lahore, Pakistan by
JANOOD THE CREATORS.
ix. Artist Ahmed Faraz got 1st Position in T-Shirt Designing in All Pakistan
competition held at Alhamhra Cultural Complex - Lahore, Pakistan by
JANOOD THE CREATORS.

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x. Artist Ahmed Faraz got 1st Position in Poster Designing in All Pakistan
competition held at Alhamhra Cultural Complex - Lahore, Pakistan by
JANOOD THE CREATORS.
xi. Artist Ahmed Faraz got 2nd Position in Photo-Essay in All Pakistan
competition held at Ghulam Ishaq khan university Islamabad (GIKI).
xii. Artist Ahmed Faraz got 3rd Position in Annual Nikon Photo Contest &
Exhibition 2013.
xiii. Artist Ahmed Faraz got Certificate of Participation in Photography Walk and
Exhibition, “Old City Life” on 15th June, 2015, organized by NCA Archives,
National College of Arts, Lahore.

2.3 Interest

a) Photography
b) Manipulation
c) Gaming
d) Sketching
e) Music
f) Movies
g) Poetry

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CHAPTER 3

CRITICISM ON POSTER, “SPIRITS ARE STRENGTH”

3.1 Significance of “Criticism”

Art criticism as a genre of writing, obtained its modern form in the 18th century. The
earliest use of the term art criticism was by the English painter Jonathan
Richardson in his 1719 publication An Essay on the Whole Art of Criticism.
Art criticism is the discussion or evaluation of visual art. Art critics usually criticize art
in the context of aesthetics or the theory of beauty. A goal of art criticism is the
pursuit of a rational basis for art appreciation but it is questionable whether such
criticism can transcend prevailing socio-political circumstances.

3.2 Objectives of Criticism

 Criticism makes person be able inspire and influence positive changes in

others
 If someone has a criticism it means they want to give you feedback on what
you're doing for them.
 Criticism forces you to think about how you work
 Constructive criticism can guide you away from bad practices and towards
good ones.
 Criticism is an evaluative or corrective exercise that can occur in any area of
human life

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3.3 SPIRITS ARE STRENGTH - POSTER

3.3.1 GENERAL VIEW

Artist

Mr. Ahmed Faraz (Graphic designer)

Poster

3D Poster

Electronic Poster

Designing Software

Adobe Photoshop CC

Adobe Illustrator CC

Size

18/24 in

Portrait Style

Font

Self-Created

Background

Dark background

Caption

Spirit are Strength

Target Audience

Students

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3.4 THEME OF POSTER

“Spirits are Strength – Poster”

In this poster Designer Ahmed Faraz unlock the power of the imagination. This poster
is the inspiration from the Surrealism period. Poster is based on imagination and
personal thought and experience. Color scheme of poster and images selection is
totally going with the “imagination world”.

Attraction point in the poster is in height, because of its dark color scheme and display
style. Poster style is unique in Pakistan, because in Pakistan total graphic work is
based on direct idea communication. This poster is the design of something new and
creative. In Pakistan there is need of new trend in field of Graphic design. Artist
Ahmed Faraz introduce new terminology in Graphic Design through the combination
of Surrealism, imagination and Graphics.

Target audience of Designer is the students. Designer make the campaign for the
“Ujala foundation”. Through this campaign, Designer want to change the thoughts of
students towards positivity.

Poster is conveying three theme:

i. Experience of Designer with People is not good.

ii. Designer considers the People brutal like animal.
iii. Poster is carrying the message of hope also.

The Idea of poster is based on special thought and experience of Designer. Poster
showing that Human is not behaving or acting like Human begin. Human thoughts are
totally cracked and empty inside. Human is behaving like an animal. According to
designer experience Human begin is performing like brutal animal without no sense,
only focus on leg pulling of other.

Beside the all bad experiences of Designer the Poster is also showing the hope inside
the poster. Designer want to show that there is brutality everywhere, but we should
believe on hope. After every bad time, there would be always a good time wanting for
you.

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POSTER

Poster: Spirits are Strength

Theme: Human Being, Brutality and Hope

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3.5 GENERAL CRITICISM ON POSTER

“Spirits are Strength – Poster”

If we dialog about entire poster, “Spirits and Strength” following facts are noticeable
and if we would sermon about “exhibition abode” of the poster, there are bit disputes:

i. This poster should displayed in western country not in Pakistan. Because in

Pakistan the people are used to of direct communication.
ii. This poster is only understandable for 5% people in Pakistan and these 5% people
are artist.
iii. The poster is very attractive in its exterior but there are lot of confusion in poster
because of indirect communication.
iv. Poster is “electronic based” poster which is much expensive.
v. Asian people enjoys bright color, this poster screening “dark color”
vi. Without the explanation no one can simply caught the idea.

There are four main dimness in poster style:

i. Poster style is based on “western style”, which is not request of Asian style poster.
ii. This poster should demonstrated in some western country.
iii. This poster is not directly comprehensible.
iv. Poster is based on knock-on communication.

If we are schmooze about the idea of poster, there are slight minute confusion:

i. Poster is performance some story but message of poster is not understand able for
all sort of intellectual level.
ii. Idea of poster is not openly understandable.
iii. Even for the Graphic designer, poster idea is not directly understandable.
iv. Idea is based on individual experience.
v. Poster showing that Designer experience about “peoples” is not much satisfactory,
Designer is associating the human with animal in poster, which is true at some
extend but it’s very disgraceful for the human to compare them with animal.
vi. In poster designer blend the imagination and reality, which could become more
attractive if Designer used the “painting techniques” instead of “Graphic
Technique”

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 Main Caption

Main Caption of Poster is “Spirits are Strength”.

i. This caption is striking for every person but it also continuing lot of queries.
ii. Typeface is self-created which is time-consuming.
iii. Color used in typeface is golden, color may be much applicable if designer
used sliver for viewing more shine in typeface.
iv. Typeface is also presenting some story on its own-behalf which is not directly
understandable.

Logo

Logo of the poster is going with the organization “UJALA Foundation”, as the
campaign is equipped for UJALA foundation. The UJALA Foundation is an NGO in
Pakistan that works for social change through education.

i. UJALA Foundation have its own Logo. It may reflects “time-consuming” to

make new logo if you have already option.
ii. Logo composition is very worthy, professional and unique but “UJALA” is
“Urdu Literature” word, logo may be gives supplementary appearances by
using Urdu language character.

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 Main Image-part1

This image is displaying “supremacy”. Image is presenting that, “power” is in destroy

condition because of attack of some external forces. There is hope in image, which is
described by designer through “flower” and “Jardiniere”. “Smashed clock” is showing
that human is wasting their time in negativity. Cracked-mud and dry-mud in poster is
expressing about bad experience and displeasure.

i. Image is very blameless in its composition and in making technique, but

image is not so calming.
ii. Image is schmoozing about some external forces, according to Designer these
forces are negative but may be these forces are “righteous” in their own-
assessments.
iii. Image is screening high disappointment and bad experience.
iv. Image is confusing in its first vision.
v. “Smashed clock” is eye-catching, but prompting much query in mind.
vi. Image communication is not accessible in a straight line.
vii. Hope level in image is not as much of.
viii. Destruction glassy in image is so high, which presenting too much lack of
capability.
ix. Image is greatly imaginary.

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 Main Image-part2

Face in hand is screening that human is become enemy of his own-self. Human is
affecting his own-self in very cruel manner. “Horn” in image is expressing that,
human is now become an animal. “Lance” passing through unfilled mind in image, is
showing that human mind is highly effective because of negative thinking and
external destructive forces.

i. Designer associating Human with Animal in two sense, i.e. human is become
brutal similar to animal and human mind is destructive inside. This concept is
accurate at some extend. But comparing human with animal is not so worthy
or suitable for human.
ii. Horn is also confusing in image, i.e. “horn” are either indication of animal,
either representing devil, either specifying both “animal and devil”.
iii. “Lance” in image is slight minute terrible.

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and on good experience.

Designer work is actual irreplaceable and different from customary Graphic work. But
Designer should also use “painting technique” to communicate his idea
supplementary openly. Designer posters are based on “electronic poster” which are
the requirement and request of modern era but not applicable in Pakistan as these
poster is costing high then the customary poster.

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REFERENCES

Mann J (2016), Surrealism Movement

https://www.artsy.net/article/artsy-editorial-what-is-surrealism

Bhatt M (2016), Surrealism Art

http://all-that-is-interesting.com/most-iconic-surrealist-paintings

Census data revisited (2017) Ujala Foundation

https://www.globalhand.org/en/search/organisation/organisation/44972?
search=Pakistan

Census data revisited (2017) Criticism is a good thing

https://www.theguardian.com/culture-professionals-network/culture-
professionals-blog/2012/feb/09/reasons-tips-criticism-arts

Census data revisited (2017) jardinieres

http://hamariweb.com/dictionaries/jardinieres_urdu-meanings.aspx

Census data revisited (2016) Salvador Dali

http://www.theartstory.org/artist-dali-salvador.htm

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