THE SKINNY
You will explore different methods and strategies (both formal and conceptual) for “representing” a three dimensional object in two-dimensions.
You will do this by creating 16 different representations which identify the concept of an animal of your chossing.
You will then apply 1 mark to create a brand showing how this icon works in space.
INTRODUCTION
The designer combines visual materials-words, pictures and other representations into a specific visual-verbal gestalt that a specific audience can understand. The graphic designer is simultaneously message maker and form builder. This complex task involves the need to know HOW to form and intricate communications message while building a cohesive composition that gains order and clarity from the relationships between the elements (or parts).
The designer needs to infuse content with resonance to engage his/her audience.
Every representation—from a small period at the end of a sentence to a logo to the most complex color photograph-has a dual existence. It is an optical phenomenon with visual properties, and it is an communicative signal that functions with other signals to form a message.
This duality simply put means: every representation is denotative and
connotative.
Denotation: the direct meaning (literal)
Connotation: the in direct meaning (suggests)
Every representation is a sign or something that stands for something else and can be categorized as one or more of the following types.
Iconic: linked to their object through similarity
Indexical: linked to their object through physicality or causality
Symbolic: linked to their object arbitrarily (learned behavior)
PROJECT BRIEF
State general project information, goals and relevant background information for brand and site redesign. This paragraph should be a statement overview of project as a whole. Including your concept statement, research and brand evaluation. This will be turned in so should look professional.
CHALLENGE ONE PART 01
PARAMETERS
In this assignment you will explore different methods and strategies (both formal and conceptual) for “representing” a three dimensional object in two-dimensions.
You are asked to make 16 different representations which identify the concept of any animal of your choosing.
01 find or take a photo that best describes your animal
02 must be gestural
03 must be painterly - system of thick and thin strokes, calligraphic
04 must be graphical: use only right angles, straight lines and
(only two stroke widths)
05 must use only circles, triangles or squares
06 you must use the photocopier + cut/paste paper by hand
07 use alternate marking tool, nothing traditional
(no pencil/pen, brush, marker)
08 must convey a specific meaning (use only one line)
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
09 must convey a specific meaning (a behavioral characteristic)
10 must express the texture of your thing
11 hybrid (two or more designs cut and pasted into a new form)
12 must explore making marks on “another surface”
13 icon of your animal (think stereotype and cultural references)
14 index of your animal (think of an insiring word: tall, long, wide)
15 radical an extreme abstraction of your animal
16 must be entirely typographic
(use a word that sums up your animal, real or made-up)
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exploration : All forms of 2D and 3D media are encouraged.
PART 02
You will then create and apply one fo your representations to create a brand.
More info to follow.
You will be creating a complete stationary system and multiple applications.
PROCESS BOOK
Create a process book that shows your grid, type styles, headers, sub head, text, call outs, leading... make the pages dynamic while being consistent. This should be
designed to be printed out and presented in an interview or for a scholarship. This is different than your research and project brief which should be printed out. Your process book can include pieces and studies from Project brief research.
SCHEDULE (subject to change)
Tues. Aug 21st: First day of class. Introductions and Assignment 1 given.
Please choose your animal and collect as much research (info &
photos, images) as you can for next class. Be ready to tell us
why you chose what you did. Start sketching and bring in stuff
to work with in class for Thursday. Word list and Word Cluster excersises. (attached)
Thur. Aug 23rd: Introduction to class format. Share expected process. Work in class. Individual
meetings. 96 (1-8 @ 12 each) versions of first set (01-08). Post a comment or
question to your blog.
Tues. Aug 28th: Work in class. Group Crits.
96 (1-8 @ 12 each) versions of first set (01-08) Work large and small
on newsprint and/or drawing paper for next Thursdays lecture.
Thur. Aug 30th: Review of 96 sketches of first set.
Make refinements based on class discussion.
Assign & start next set (09-16)
Tues. Sept 4th: Work in class on set 09-16. Review refined 1st set (Group Crit)
96 versions of second set (09-16) Work large and small on news
print and/or drawing paper. Will present in refined form.
Thur. Sept 6th: Work in class. Individual meetings.
96 versions of second set (09-16) Work large and small on news
print and/or drawing paper. Will present in refined form.
Tues. Sept 11th: Review of 96 versions of second set (09-16)
Make refinements based on class discussion to both first and second sets. Post a
comment or question on your blog.
comment or question on your blog.
Thur. Sept 13th: Review of refinements of versions of first & second sets.
Talk Brands. Introduce Part 02 of project.
15 Logos based on Part 02 discussion. A List of applications.
Tues. Sept 18th No Class. Tad is out of town.
Thur. Sept 20th: Review 01-16 and New logos (Guest lecturer).
Refine final 16 and make poster, printout in b/w and tile so it is fullsize. 4x4: 6 in x 6
in squares. Think about process book. Refine 3 logos. Apply to two Identities. List of
applications.
in squares. Think about process book. Refine 3 logos. Apply to two Identities. List of
applications.
Tues. Sept 25th: Talk about what makes a good mark? Ten Principals of good design.
Review Identity, logos and Applications.
Refine final logo. Apply to two applications. 2 versions of each.
Thur. Sept 27th: Morning class only. Review final 16. Review brand.
Process book and project due soon.
Tues. Oct 2nd: Individual Meetings.
Thur. Oct 4th: Challenge one is DUE!!! (see final deliverables for specifics)
Introduce project 02
FINAL DELIVERABLES
You will be making the art in Photoshop and Illustrator and laying out the squares in InDesign. It will be good practice and it will keep everything in one document/poster.
16 6 x 6 inch squares flush to each other (makes 28 x 30 inch poster) leave 2 inch margins on top, left and right side...on the bottom leave four inches and type in the name of your animal followed by your name in 18 point akzidenz grotesk...center that type in what will be a placed at bottom right.
Applied Brand More info to come on this. All pieces will be mounted flush to briston board. One final logo on a 6x6 flush trimed piece of bristol board, and two addtional presentaiton boards with applied brand.
Process book (well designed). Including Research, Project Brief, word list, and all other research and process work. Presented as if showing client or interviewee.
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