Summative Brief

Learner Tutor(s) Kevin Myler Course HNC Graphic Design Year One

Date Set W/C 22/02/2010 Deadline W/C 29/03/2010 Unit No. 17/18
17: Typographic Skills
Internal Verifier Christine Taylor IV Signature Unit Title 18: Advanced Typographic Design

ASSIGNMENT TITLE: COMMUNICATION THROUGH TYPE AND LETTERFORMS – TYPOGRAPHIC MAILSHOT UNIT 18:
ADVANCED TYPOGRAPHIC
Background: Linotype: Plus 10: DESIGN
Type and letter forms have been integral to Linotype is a global leader the production, marketing and Plus is a unique design-led festival showcasing all that
communication between people for centuries. licensing of high quality fonts. is innovative, pioneering, and novel THIS ASSIGNMENT WILL
in the world of international typo/graphic design. COVER THE FOLLOWING
Typography underpins more of our visual It is a developer of the communication vehicle ‘font’ for all GRADING CRITERIA
FOR THIS UNIT:
communication we see than we can imagine. A lot our visual media we see ourselves as a partner for both designers The Plus International Design Festival is run by
decisions and directions we take in everyday life are and typographers. designers for designers; it serves as an emissary for
often because of a designer’s choice of typeface, size, the design profession, an advisor to business, P1 P2 P3 P4
weight and interaction, creative emotive qualities in Today, they are seen as the foundry of all typographic and a champion for design education. M1 M2 M3
the mind of the viewer. knowledge and type creation. Plus is a touchstone for the design community. D1 D2 D3

The Brief: THIS ASSIGNMENT ALSO

You are to create a series of dynamic, creative typographic layouts using ONE of the Tasks and Assessment Materials: COVERS GRADING CRITERIA
following typefaces only; Task 1: An A3 BOOKLET that reflects a personal look at type in design, and the FOR THE FOLLOWING UNIT:
 GILL SANS  OPTIMA  FRANKLIN GOTHIC CENTURY GOTHIC selected typeface- its history, its variety, and its usage in past and contemporary
 TIMES NEW ROMAN BASKERVILLE BODONI GARAMOND design. UNIT 17:
TYPOGRAPHIC SKILLS
Each layout should use only ONE of the typefaces, but you are allowed to mix different Task 2 :Creative ideas and design, in the form of an A3 BOOKLET, that reflects your
styles of the font – consider changes in: creative exploration of the brief- use of type and folds, formats and shapes.

Si ze (Scale & Proportion) Task 3

1 x Client presentation visual of your final mailshot concept
 UPPER CASE digitally rendered using ADOBE ILLUSTRATOR /PHOTOSHOP/ INDESIGN
 lower case
 Normal (roman)
 Bold Mandatory requirements:
 Italic Designs and layouts must Include:
 Bold Italic  Linotype Logo
 Kerning (Tracking)  Plus Logo
 Leading (Line spacing)  Linotype address/contact details
 Layering of letterforms, to create depth ( these are supplied to you on disk)
 You are to include the supplied text for your typeface
Once you have arrived at a layout that best promotes this typeface, you are then required as part of your final design.
to develop this concept into an innovative MAILSHOT, that will be sent as both a
promotional device for Plus 09, and to promote the Linotype company. You are to include a COMPLETE ALPHABET (ROMAN/NORMAL)
of the typeface within the layout
It should come out of a sheet of paper NO LARGER THAN A3, that then rendered digitally
using digital packages ADOBE ILLUSTRATOR, INDESIGN AND PHOTOSHOP.
PASS criteria covered by this brief:
P1
Research and evaluate how letterforms can be used as
graphic images
P2
Research and evaluate how text and image can be
combined to enhance communication
P3
Select and use typefaces for typographic applications
creatively and imaginatively
P4
Evaluate the use of typefaces for typographic
applications.
How this task will meet this criteria, and where?
P1
Rough booklets, creative concepts and their development will
show to a basic level that the learners has investigated the
historical development of typefaces and letterforms, and
show some understanding of the development of type.
P2
Research materials will reflect elementary reflection of how
typography can be creatively used to communicate massages
in visual communication.
Learners will show some understanding of communication
needs, at a basic level.
P3
Learners will demonstrate the use of a basic level of
knowledge of the parts of letterforms.
They will be able to identify the basic elements of typefaces.
P4
Basic experimentation that reflects elementary consideration
of size/weight/style, evident in the rough concepts produced.
Some understanding of factors such as legibility, but this will
not be in depth.
Final visuals will reflect direct and clear evolution of the
selected layout, and will be completed to the stated deadline,
Basic use of creative visual typographic usage. Basic
experimentation with shape, format and folds.
Final visual will use the digital software mediums specified.
MERIT - criteria covered by this brief:
M1
identify and apply strategies to find
appropriate solutions
M2
select/design and apply appropriate
methods/techniques
M3
present and communicate appropriate findings
How this task will meet this criteria, and where?
M1:
Effective judgements have been made as to the creative
concept, message and layout of the poster
Creative work will reflect more than one theme or creative
direction.
Research and creative exploration of brief will reflect effective
approach to study and research of subject area, and
advertising in general.
M2:
A range of methods and techniques have been applied to
creative concepts.
A range of sources of information has been used
The selection of methods and techniques/sources has been
justified within personal evaluation, discussion and
annotation of learner work.
Learner research materials have been synthesised and
processed as part of the creative process of the brief.
M3:
Appropriate approaches to creative work and research have
been used
Coherent, logical development of principles/concepts for the
intended audience are evident.
Creative work and final visuals will reflect that a range of
methods of presentation have been used and technical
language has been accurately used
The communication is appropriate for familiar and
unfamiliar audiences and appropriate media have been used
DISTINCTION - criteria covered by this brief:
D1
use critical reflection to evaluate own work
and justify valid conclusions
D2
take responsibility for managing and
organising activities
D3
demonstrate convergent/lateral/ creative thinking
How this task will meet this criteria, and where?
D1:
Creative and message conclusions have been arrived at
through synthesis of ideas and have been justified as part of
discussions and personal annotation of creative work.
Learner work will evidence self-criticism of approach has
taken place
realistic improvements have been proposed against defined
characteristics for success, by means of evidence of self-
evaluation in creative work, and discussions.
D2:
Learner work and practical working in studio will reflect
autonomy/independence has been demonstrated.
substantial activities, projects or investigations have been
planned, managed and organised, as part of research
materials and level of creative work undertaken.
Time management of brief will reflect that activities have
been managed
D3:
Creative ideas have been generated and decisions taken
Self-evaluation has taken place
convergent and lateral thinking have been applied
Problems have been solved
Innovation and creative thought have been applied
Receptiveness to new ideas is evident
Effective thinking has taken place in unfamiliar contexts