Sedgwick e0498336-d0105-31188a-presentation-v2

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D 0105 Diploma of Graphic Design A ssessment 3: Presentation S P5 CUVGRD503A Produce typographic design solutions B y Colleen Sedgwick (E0498336) O C assessment code: 31188/01 A ll rights reserved. No part of the material protected by this copyright may be reproduced or utilised in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the copyright owner. R equests for permission to make copies of any part of the work should be mailed to Copyright Permissions, Open Colleges, PO Box 1568, Strawberry Hills NSW 2012. A ll terms mentioned in this text that are known to be trademarks or service marks have been appropriately capitalised. Use of a term in this text should not be regarded as affecting the validity of any trademark or service mark. © Open Colleges Pty Ltd, 2014

Transcript of Sedgwick e0498336-d0105-31188a-presentation-v2

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D0105 Diploma of Graphic Design

Assessment 3: Presentation

SP5 CUVGRD503A Produce typographic design solutions

By Colleen Sedgwick (E0498336)

OC assessment code: 31188/01

All rights reserved. No part of the material protected

by this copyright may be reproduced or utilised in any

form or by any means, electronic or mechanical, including

photocopying, recording, or by any information storage and

retrieval system, without permission in writing from the

copyright owner.

Requests for permission to make copies of any part of

the work should be mailed to Copyright Permissions,

Open Colleges, PO Box 1568, Strawberry Hills NSW 2012.

All terms mentioned in this text that are known to be

trademarks or service marks have been appropriately

capitalised. Use of a term in this text should not be regarded

as affecting the validity of any trademark or service mark.

© Open Colleges Pty Ltd, 2014

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Assessment overviewIntroduction

You are required to complete Assessment 3: Presentation, which includes

• A 500 word article on typography

• A visual diary of photographs of the letters T, Y, P and E that are constructed by nature and/or man-made objects that have been constructed without the intention of being type

• An eNewsletter design utilising the content that you have created in the previous two parts.

ObjectiveType can not only be created by the computer but it can also be created through hand-drawing, painting and sculpture. For this assessment, we are going to learn that type can even be constructed by nature and man-made objects that have been constructed without the intention of being type. For instance, we can see the letter O or the number zero when we see a solar eclipse in the sky; we can see the letter ‘P’ when we look at a stair-hand rail at a certain angle.

For more inspiration visit http://www.createsticksandstones.com/letters.aspx

File namingOnce you feel confident that you have covered the learning materials for this unit, you are ready to attempt this assessment. To help Open Colleges manage your assessment, please use the following file-naming convention: [student number]_[assessment]_[assessment number].doc. For example, 12345678_21850a_01.doc

Assessment submissionWhen you are ready to submit your assessment, upload the file in OpenSpace using the Assessment Upload links in the relevant study period of your course. The Student Lounge provides a ‘Quick Guide to Uploading Assessments’ if you need further assistance. Uploading assessments in OpenSpace will enable Open Colleges to provide you with the fastest feedback and grading on your assessment.It is important that you keep a copy of all assessment materials submitted to Open Colleges.

TipsWe strongly recommend you complete all activities and engage in the student forums throughout the module.

Elements and critical aspectsAssessment for this unit of competency is comprised of:

• 31188/01 Assessment 3 PresentationYou will be assessed on your understanding of:

• Research of type as visual communication• Analysis of design needs• Development of ideas for typographic solutions• Manipulation and integration of type within the overall design

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31188a – Progress Challenge 01Article on typography

You are required to:

• Write a 500-word article examining why and how graphic designers use typography resolve a design.

• You must cite at least one example newsletter featuring typography.

• Use research to evaluate how this has been influenced by past and current trends and the implications on your own practice.

• You may also explain a bit about the history of type, fashions and the different typefaces as long as you address that type can also be created by nature and manufactured objects.

NOTE: You will be able to integrate feedback from discussions and self-check submission, for integration into Assessment 3 Part A.

AnswerA Brief History of Typography1

During Pre-historic times, European and Indigenous cave dwellers painted or carved on cave walls. Hieroglyphics (pictographs) followed, and then calligraphy (the art of writing with a fountain pen or quill).

The time-consuming nature of writing gave way letter punches, stamps, seals and other machines used to produce text efficiently and consistently. The Gutenberg Bible, invented in Germany, used a style of lettering called Black letter2.

1 Open Colleges Australia (2014): Research – History, theory and practice in CUV50311, Diploma of Graphic Design, Study Period 5: Establish, negotiate and produce solutions Module 2 Typography basics, https://learning.opencolleges.edu.au/fe/GraphicDesign/studyperiod5/module2-topic1.php; 2 Jones, S (2013): ‘The History of Typography in Five Minutes’, in Web Designer Depot,

The Rise of PrintRoman script re-emerged during the Renaissance, drawing its inspiration from Roman Times. Its thinner script, clearer, simpler lettering, more harmonious or symmetrical shapes, and contrasting thick and thin strokes and serifs (strokes on the ends of the letters) all made it easier to read.

The Eighteenth and Nineteenth centuries saw the onset of slab serif typefaces – variations of serif typefaces that were taller, wider or bolder than their Roman counterparts, and therefore, more noticeable (all useful in advertising).

Sans serifs, invented before the Twentieth Century, later rose in popularity. Their characteristics - no serifs, even strokes and geometric shapes - made them easier to read and suitable for headings and signage.

Who determines the design?While text is useful for resolving a ‘design problem’ (i.e. enhancing readability, gaining the reader’s attention), one could argue that design layout is also important. So, is the designer, employee or member of the public responsible for this set-up?

You can see an example of layout and typesetting in Gopinath’s account of The Patriot3, an Indian-based newspaper undergoing technological change during the 1980’s. Originally, this broadsheet publication used lead-based typesetting methods and eight-column layouts, which took on the appearance of stepladders.

The Rise of ComputersThe introduction of computers, phototypesetting and photo bromides changed the layout from uneven to even column lengths; and the kind of type used. Moreover, the employees (handling the equipment) were responsible for this change – with no inputs from designers at all.

The increased use of computers in homes and business has meant more fonts and typefaces available. Increased mobile phone (‘smart phone’) or http://www.webdesignerdepot.com/2013/10/the-history-of-typography-in-5-minutes; 3 Gopinath, C Y (2016): Design or Get Undesigned, in Smashing Magazine, http://www.smashingmagazne.com/2016/04/design-or-get-undesigned;

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tablet (iPad) usage and content-heavy websites and blogs, called for thinner, ‘flat’ typefaces, enabling more content to fit onto smaller screens, and users to read the text.

Meanwhile, the larger screens on desktop computers and digital TV have allowed for more skeuomorphic images and higher definition fonts.

You could argue that modern technology is a ‘game changer’ in text design. Measures in traditional media (grammage, length, width, thickness and colour [CMYK values]) have given way to monitor size, resolution, pixel depth, pixel shape and RGB (red, green and blue) values; and content priorities, previously measured by size, type strength and width, are now measurable by keywords, tags and search-engine optimization.

One may thus argue the need for more information, at a greater speed, while still being ‘presentable’, has given rise to the need for computers; all prompting changes in the means by which designers have tackled the ‘design problem’ itself.

While some might believe that the Internet has ‘killed’ print, David Carson (type designer)4 likened the Internet’s competition with print to that between photography and illustration. We still need print for environmental design, to draw readers to the internet and the public still read newspapers and magazines – so my answer to this is ‘not yet’.

Clockwise from Top Right: RAGE (TV program on the Australian Broadcasting Network, or ABC) - screenshot of the App on my iPod touch; video clip (from the same TV program, this time seen on my TV; and my computer.

4 Carson, D (2003): Design and Discovery, in TED.com, http://www.ted.com/talks/david_carson_on_design/transcript?language=en;

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31188a – Progress Challenge 2

Visual photo diaryFor each of the following letters in the word ‘type’ (T, Y, P and E), take at least two photos of the letter that have been constructed by nature or a man-made object that does not have the intention of constructing type.

For each image, you are required to write 25 words on why and how you selected these images and how this process could inform future industry practice.

Note: you are not permitted to include letters that have been constructed to be part of signage. Also, you are also not permitted to ‘alter’ nature in order to create the type (e.g. you are not allowed to break a tree branch into separate twigs and then position them together to create a letter).

NOTE: You will be able to integrate feedback from discussions and self-check submission, for integration into Assessment 3 Part B.

AnswerAll of the following are household items, which happen to resemble the letters T-Y-P-E. Figure 1 (below): Lino which looks like a T

Figure 2: The folds in my jeans look like the letter Y

Figure 3: The floor tiles (and how they fit together) looks like the letter P

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Figure 4: the folds in my sleeping bag look like the letter E

Together they make the word, TYPE:

Some other ideas for this concept

Figure 5: T made from the markings on another kind of tiles

Figure 6: Y from the creases in my sleeping bag

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Figure 7: P from a sweat stain on one of my sheets

Figure 8: E from a lump of chuck (stewing) steak

Together, they make this:

How could they inform future industry practice?

1. Firstly, they can be used for signage and way finding – especially in places where a lot of tiles are used, like railway stations, pubs, shopping malls and public amenities (toilets). They could add a lot of interest and character to the place.

2. Secondly, they could prove useful for the study of Pareidolia – or the understanding of how one perceives a particular pattern in a stimulus where none actually exists in that stimulus5. For instances, if one sees animals when they are looking at clouds or they see the ‘man in the moon’ when looking at the moon. In this instance, I see letterforms when looking at the tiles in my bathroom, because of the way the tiles are arranged.

3. Making gifts for people using photographs of objects (which look like letterforms) to make names and logos. An example of someone doing this is the organization Sticks and Stones6 , a business which started off as a hobby – where a woman photographed objects to teach her children the alphabet.

5 Wikipedia (2016): Pareidolia, in https://en.wikipedia.org/wiki/Pareidolia6 Create Sticks and Stones (2016): Create sticks and stones, http://www.creates-ticksandstones.com/letters.aspx;

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31188a – Progress Challenge 03

eNewsletter design

Required• Design an eNewsletter utilising the information that you have produced in the previous two parts.

• The article that you have written in part A will be the content of the newsletter.

• The title of it will be ‘TYPE’, and the letters will be created out of the selection of letters that you have photographed in part B.

• Start by sketching out ideas, and once you have experimented move to using your choice of technology.

• We recommend InDesign to layout your work and manipulate typography in this exercise.

• You will be assessed on how well you can integrate the title ‘TYPE’ with the rest of the copy as well as the overall design.

For that reason, you are required to add other elements such as shape, colour and photos where necessary.

• Dimensions: 600 pixels wide, 600 pixels height (minimum)

• Colour: RGB

• Resolution: 72-144dpi

• Format: JPEG

NOTE: You will be able to integrate feedback from discussions and self-check submission, for integration into Assessment 3 Part C.

AnswerFor my original ‘TYPE’ sign, I used images of the same kind (that is, from tiles in my bathroom). I was to make something that looked like this:

Owing to the feedback by my teacher, I was asked to change my letterforms.Here is what she had to say:Part B - Visual Photo Diary - For this section of the assessment, I will need to see that you have demonstrated the following:

“For each of the following letters in the word ‘type’ (T, Y, P and E), take at least two photos of the letter that have been constructed by nature or a man-made object that does not have the intention of constructing type.

Because I had to take more than one image of each letter, I ended redesigning the letterhead. ThusI ended doing these instead:

The three thumbnail sketches of my newsletter can be seen on the follwing two page, as well as my original newsletter desgin. My amended design is on the following page.

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My original idea was to make it look like this:

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But again, owing to teacher feedback, I had changed the layout and design of the newsletter to something that looks like the im-age pictured right.Here is what the teacher had to say about the matter:I will need you to re-submit this section Colleen. I will attach some images of "letters used in everyday objects" - I hope this guides you for your own photos. Currently you have taken photos in the same location, using the same item being "tiles". This part of the assessment requires you look at various locations - such as in nature, or man made objects. Part C - eNewsletter - Once you have created new images for Part B - Visual Photo Diary - replace your current heading im-ages used for "TYPE" with the new ones. Please also re-adjust your dimensions of your eNewsletter, and ensure you are follow-ing point 7, in part C - Dimensions: 600 pixels wide, 600 pixels height (minimum). You do currently have 3 pages, it is advisable to create one flowing eNewsletter, as it allows for the natural pro-gression of "scrolling down" the page

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31188a – Progress Challenge 04

ENewsletter reflection

RequiredWrite a 200-word reflection on how your research and experimentation

informed your work in challenges 1-3, regarding choice of typography and

layout for a design.

Include critical analysis of how you used the fundamental elements and

principles of design.

NOTE: You will be able to integrate feedback from discussions and self-check

submission, for integration into Assessment 3, Part C.

AnswerWhile I knew about the general history of typography and letterforms7,

what I did not know about were specific times in history, where there was a

relationship between technological change and design choices. One example

was the use of sans-serif type with ‘flat’ design for computer and mobile

phone interfaces8. Another is the onset of computers and phototypesetting,

7 Jones, S (2013): ‘The History of Typography in Five Minutes’, in Web Designer Depot, http://www.webdesignerdepot.com/2013/10/the-history-of-typography-in-5-minutes;8 Open Colleges Australia (2014): Research – History, theory and practice in CUV50311, Diploma of Graphic Design, Study Period 5: Establish, negotiate and produce

and its effect on print design9.

I have also learned that not only is there a correlation between type and

layout design and technological change, print still exists as long as we read

newspapers, flyers signs and packages.

Concerning experimentation, I saw how the layout of the tiles in my bathroom

resembled particular letters – a, x and g for Learning Activity 3 and t, y, p

and e for Progress Challenge 2. To get the pictures I took photos of various

objects, both inside and outside the home. This was to be my original design

for both the lettering and my newsletter desing

Again, owing to teacher feedback, I had to change both the letterhead an the

dimensions of the newsletter (again to look like it was something you could

scroll down on.

The original (finished) newsletter is a three page newsletter, while the

amended version follows that. You can see these on the following three

pages.

solutions Module 2 Typography basics, https://learning.opencolleges.edu.au/fe/GraphicDesign/studyperiod5/module2-topic1.php; 9 Gopinath, C Y (2016): Design or Get Undesigned, in Smashing Magazine, http://www.smashingmagazne.com/2016/04/design-or-get-undesigned;

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ReferencesCarson, D (2003): Design and Discovery, in TED.com, http://www.

ted.com/talks/david_carson_on_design/transcript?language=en;

Create Sticks and Stones (2016): Create sticks and stones, in http://

www.createsticksandstones.com/letters.aspx;

Gopinath, C Y (2016): Design or Get Undesigned, in Smashing

Magazine, http://www.smashingmagazne.com/2016/04/design-or-

get-undesigned;

Jones, S (2013): ‘The History of Typography in Five Minutes’, in Web

Designer Depot, http://www.webdesignerdepot.com/2013/10/the-

history-of-typography-in-5-minutes;

Open Colleges Australia (2014): Research – History, theory and

practice in CUV50311, Diploma of Graphic Design, Study Period 5:

Establish, negotiate and produce solutions Module 2 Typography

basics, https://learning.opencolleges.edu.au/fe/GraphicDesign/

studyperiod5/module2-topic1.php;

Wikipedia (2016): Pareidolia, in https://en.wikipedia.org/wiki/

Pareidolia