Graphic Design: Senior Studio
Fall 2007
Professor Don Adleta
Seigfred 422
740.593.4284
adleta@ohio.edu
Project Aim
The purpose of this investigation is to have you realize a communication system with a professional impression. The objective is to have you realize your voice within a professional image that will be targeted for the common denominator of your audience. This safe design will serve both the conservative and the more adventurous employers. This may stretch the parameters of what you feel you prefer creatively. However, Massimo Vignelli as well as top designers at Octovo in London, and Solidiseño in Mexico City.
Learning Outcomes
To continue to evolve a sense of freedom in fresh, innovative, visual research within restrictions
To understand the traditional methods of how to 'draw' with type
To develop the aesthetics of an atmospheric grid and evolve system awareness
To revisit comparative design analysis
To know when to stop
Project Problem
Develop the constituent parts of a stationery/communication system, while experimenting with a variety of applications using the same aesthetic conditions. This will be your voice.
Process:
Establishing the Basic Letterhead Aesthetic,
Bring printouts, supplies, and be ready to work in Studio 404 at 1 PM.
Rigorously assess a font you wish to utilize in this system. Using one typeface, the same weight and the same point size (which should be no smaller than 8 point, if that small) set the text for the letterhead using:
your name,
address including country, permanent and/or Athens
cell and land phone plus fax number,
URL and E.mail address.
it is optional to incorporate a professional area of concentration (i.e. graphic designer, web designer etc.).
Select only two to three different fonts however do not mix them within the same design.
Please gang duplications of the text on each print out. Fill the sheet; don't waste paper. Have enough printed to do 10-20 sketches during class. Don't wait until the class to print! You will eventually be making 100 creative letterhead sketches using these simple settings.
Keep a clear record of the specs including any variations in character spacing because we will be setting up a template file later.
Create the hierarchy only through placement, leading and spacing. It is a requirement that you use the manual 'cut and paste' method. Computer printouts, as layouts, will not be accepted and, if necessary, grades will be lowered when used. Please don't compound this assignment with confrontation to this didactic method.
You can trust this method; it will be well worth your concentration. The sketches will be started in class and it is required to set up 4-5 sheets of paper side by side on your physical desktop to work at one time. This method helps to clarify design process. Simply clear an area and tape down five sheets of 8.5"x11" side-by-side, spaced apart. You may want to consider having a neutral sheet of gray cover paper on your desktop to help define the edges of the letterhead you are designing. Start positioning the type through 'cut and paste'. I will do a demo to emphasis how strongly I feel about this method. Tape the type down when the designs seem to be working. Use glass, new x-acto blades, and tweezers. Consider the active print area of the laser printer when designing. As you design, consider the placement of: the date, the recipient's address, the salutation, the body of a short letter as well as the long letter, the closing, CC, enclosure(s). Print out a mock letter in lorem ipsum on acetate or paper. Cut these parts apart and move them to find their appropriate positions in the design.
20 designs should be done by the end of class on the 10th. We should work as if we were in a design firm. We should agree upon the designs. So, think of me as an art director/consultant.
Supplies needed at every class including for the first day
Daily planner
All tools a designer should maintain in a carrying case. These shouldn't be new expenses since they come from previous classes.
New tools required: a Schaedler type of ruler, both Inches and Picas, plus an E scale is also valuable and will help you as an entry level designer.
11 x 14 x 1/4" piece of glass wrapped edges, Please be Careful getting this as well as using it
a neutral sheet of gray cover paper for your desktop
On the 15th at least 80 layouts should be completed. Continue to sketch during class and finish the remaining 20 to make a total of 100 unique designs. You must sign-up for an appointment to make the final selection. I will be looking at the designs during this class.
Letterhead Template,
Making and using a template is critical in the design practice. Use the style sheet function. This phase allows you to spec your type and position the type to the exact placement in a clean InDesign, template file. (This is where it is critical that you recorded your exact typesetting specifications.) Print out and turn in a hard copy of the letterhead without letter and one with all the parts of the letter, along with original sketch.
Letterhead Enhanced,
Experiment with refinements of the design/s selected, by adding line, fields of color/tone (bleeding off the edge), or color in type, reversed type, increasing the weight of the font etc. This can be conducted during class. This is where you could activate the edge or cut into the type. Remember the compounded hardships you will incur in the future, i.e. solid fields of color.
You should have the final designs, in color, mounted on two 11x14 black boards. One board should show the letterhead only and the other the letterhead with a mock letter using lorem ipson.
Envelope, Mailing Label, and Business Card:
10 sketches minimum for each of the three parts. Bring this new copy to class and start laying out these sheets working within an atmospheric grid related to the agreed upon letterhead. The aesthetic condition set up in the letterhead should be maintained as an atmospheric grid, not a physical grid. Number 10 (4-1/8" x 9-1/2") Envelope, Mailing Label (to fit sizes CD to 11 x 14 envelope), and Business Card (Horizontal 2" x 3-1/2")
Résumé
Set up the résumé to complement/mirror the aesthetic of the letterhead. Professor Adleta will discuss placing the hard copy design of your résumé on-line.
Set up the résumé to complement/mirror the aesthetic of the letterhead. The Web Team will discuss placing the hard copy design of your résumé on-line.
Objective:
Education: (GPA optional)
Design Experience: (Prof or Design)
Additional Work Experience:
Skills: (Computer)
Special Recognitions: (Awards, Scholarships, Organizations, Affiliations *AIGA*)
Name
Address
Phone Numbers
URL, Email
References/Portfolio: Available upon request, seen on URL
Invoice/Statement, Price Quotation/Estimate Proposal, and Fax Cover Sheet:
Set what should be included on an Invoice/Statement, Price Quotation/Estimate Proposal, and Fax Cover Sheet. Begin to sketch layouts for this phase. We will have a discussion regarding invoices, % of increase for late payment and allowable mark-up on printing fees and why, plus information on the income taxes on free-lancing. Date to be determined.
Invoices should have he following:
Your information (from letterhead)
Date
Client Address
Invoice Number
As it works for you (2005.07.001, 2005.07.002, etc)
Project Description
Example: Identity System for Athens Municipal Arts Commission: Logo development, Letterhead and all files associated to the reproduction in printed or web
Service Description and Invoice Amount ($/hrs)
Designed several variations on the identity for the Athens Municipal Arts Commission including:
5 hours of initial sketching
8 hours of continued sketch
6 hours refinement and preparation of files for release
Development of a letterhead
4 refinement hours and 2 hours of file preparation as a
Word Document
2 Liaison contact hours
Tax
Total of Invoice
Billing Date
When Bill is due, 30 days, etc.
Include space for social security number most corporations and businesses need
this when they file their income tax
Estimate Sheet should have the following:
Same as Invoice except:
Job description needs to be more elaborate to cover any loop holes that might occur. This includes who is responsible for what and when. Example is when final approved copy is due and who is resposible for FAC. Who signs off at press, etc.
Text area: elaborate on timeline and any special subcontracts (note on commissions)
Fax Sheets should have the following:
Information from your letterhead.
Date, time
From:
plus your name or a space for writing in
your fax #
To: or Attention:
Name,
address, city, state, zip code,
phone
fax number
It is up to you to include status system:
Urgent
Call upon receipt
Etc
Total Number of pages
I.e. Pg. 1 of 3
Make sure that the voice of information is decisively different form the voice of comments to the recipient
Design one with text internal (message area)
Design one with rules for hand writing a message
Fax your letterhead and the fax to yourself to check it at Kinko's or
to SoA 593.0457 attention: Don Adleta
Check the OU standards manual at http://www.ohiou.edu/ucm/styleguide/ for more information regarding the typical fax set-up.
Supplies
All tools a designer should maintain in a carrying case. These shouldn't be a new expense since they come from previous classes.
The New tool required: the Schaedler Precision Rules, both Inches and Picas, plus an E scale is also valuable and will help you as an entry level designer. (On-line)
Invoice/Statement, Price Quotation/Estimate Proposal, and Fax Cover Sheet:
We will have a discussion regarding the copy which should be on these applications as well as the pragmatics of invoices, % of increase for late payment and allowable mark-up on printing fees and why, plus information on the income taxes on free-lancing.
Set what should be included on your Invoice/Statement, Price Quotation/Estimate Proposal, and Fax Cover Sheet. Begin to sketch layouts for this phase. Date to be determined.
References:
http://www.olin.wustl.edu/wcrc/pdf/CoverLetterInfoGuide.pdf
Supplies
Daily planner
recordable CD's, Sam's Club $14 for 50.
set of Scheadler Rules,
metal ruler (consider 18" w/ pica/points and inches) or a T-square, ream of smooth
finish white typing paper, can be split it with two others,
some black paper (8.5x11),
11x14 black presentation boards will be announced.
Tools that are understood as a part of the design student's basic tool box are as follows:
cutting surface (chip board or cutting matt), triangle (adjustable), scissors, X-acto knife plus lots of replacement blades, matt knife, tweezers, sharp 2-B pencils, Verithin non-photoblue pencil, Pilot Razorpoint, clear tape, glue stick
11 x 14 x 1/4" piece of glass wrapped edges, again Please be Careful getting this as well as using it
a neutral sheet of gray cover paper for your desktop
Pocket Pal (latest version) This is a good reference book to pick up when in an art supply store.
Required Reading:
Graphic Design Manual, Armin Hofmann
Typography, A Manual of Design, Emil Ruder is on reserve in the library. This book is out of print and is a required reading for the class.
Other recommended readings:
The Elements of Typographic Style, Robert Bringhurst
Compendium for Literates, Karl Gerstner
The History of Graphic Design, Phillip Meggs
The Cranbrook Discourse, Katherine McCoy
Periodicals:
Eye, Graphis, ID, Colors, Emigre
Grading
30% weight will be placed on this assignment to make up final grade, equally assessed on design process and professional attitude.