Graphic Design in the Digital AgeStatistics

Java Python ASSESSMENT BRIEF: Graphic Design in the Digital Age

Main Assessment (Design Portfolio) – 80%

NOTE: All design works must be created and completed using the following software: Adobe Illustrator, Adobe Photoshop, Adobe InDesign (where applicable) or a combination of the three software. Otherwise, your submission will be rejected. Your lecturer may require you to present the Adobe software working files as proof / evidence.

Part 1: Brand Visual Identity - Logo Design & Name Card Design (35 marks)

Design Brief

Prepare a Design Brief that outlines:

.    Company of Brand Name

.    Mission, Vision, and Values

.    Nature of business

.    Identify and describe the customers/demographic using segmentation variables.

.    Describe the company’s image or personality it would like to portray.

.    List three (3) adjectives that would describe the new logo design.

.    Identify how and where will the logo be used (print, web, t-shirts, signs, website, social media)

.    List at least three (3) actual competitors of your brand

The design brief is to be included in your design portfolio submission.

Mood Board

Assemble a mood board based on the information contained in the design brief. The mood board must provide the visual direction for your design.

Your mood board must include design elements such as colours (or a colour palette), a maximum of four typefaces (fonts) that will be used throughout your design (from the logo, name card, poster, and the brochure), textures, patterns, and images. Arrange the elements in your mood board in a cohesive manner, half a page of an A4-size paper.

The mood board is to be included in your design portfolio submission.

Logo and Name Card Design

Create a memorable logo and design a name card based on the information contained in the design brief.

Description

Design a logo that visually identifies your company based on the values and mission as stated in your design brief. The logo must be unique, easily identified and understood, memorable and most importantly appropriate for the target market. The type and imagery used should represent a good understanding of the visual and social meaning of the whole design.

Include the final logo design in your name card design. Ensure that the colour scheme and typeface is consistently applied in your name card design.

Specification

1.   The logo design can be in full-colour or ‘black and white’, and it must contain both logotype and mark. The image and text can be integrated or used separately on its own.

2.   Create a flexible logo which will be adapted into different products and collateral your company might produce. Think about how the logo would look on different media and dimensions. Keep the graphic elements simple.

3.   All logo elements must be vector-based and designed using Adobe Illustrator.

4.   For the name card, the dimension is 3.5 inches by 2 inches, the orientation can be landscape or portrait.

Schedule

1.   Create a minimum of 3 sketches based on three different ideas. Conduct research by looking at the competition. Go to related businesses, look closely at how they use their identity system: variations, colours, scale, imagery. Check out design books at the library, especially letterhead and logo annuals. Look at the name—what does it mean?

2.   Start sketching out symbols and themes that come to mind. Sketches should be done in pencil or ink on paper. Draw out your text by hand.

3.   Share your sketches with your lecturer for review, feedback, and recommendation on the final design direction. Iterate and finalise your logo and name card design.

4.   Save / export the final logo design and the name card design as PDF for submission.

5.   Design Rationale – write a short explanation on the main idea behind the logo and name card design, its appropriateness for the brand, the effective use of applicable design elements, and adherence to applicable design principles. (300 to 400 words)

Part 2: Event Poster (25 marks)

Event Poster Design

Create an event poster promoting the launch of the new brand incorporating the logo and design elements from the name card created in Mini Project 1.

Description

Create a poster design to promote the launch of the new brand you have conceptualised. Your design should reflect an understanding of the mission, vision, and personality of the brand, represented in both, type and graphic imagery. Include your logo design in your event poster.

The  poster  is  meant  to  be  advertised  in  a  public  space  (e.g.,  bus  stop),  and  should communicate to the audience, carrying a message and meaning that is clear and easily understood by the viewer. Pay special attention to the 7 principles of design specifically the use of colours, typography, and positive/negative space.

The poster will also contain detailed information about the brand launch such as venue, date & time, and other attractive details to get a good attendance. All information should be set with a clear hierarchy. Take note of the comfortable size and weight for standard text legibility as a poster is usually read up close by the viewer.

Specification

1.   For submission purposes, use an A4-size artboard, orientation can be portrait or landscape.

2.   You can use Adobe Illustrator or Adobe Photoshop to create your layouts. Images used must have a pixel density of maximum of 225ppi. If you are not using vector images, keep the resolution requirements in mind when researching and using images.

Schedule

1.   Sketch 3 concepts; focus on visual concepts and not creating polished work. Each concept should be developed out of at least half a dozen of sketches. You will select the strongest concept and share with your lecturer for review, feedback, and recommendation. Iterate and finalise your poster design.

2.   Save / export your final poster design as PDF for submission.

3.   Design Rationale – write a short explanation on the main idea behind the poster design, the effective use of applicable design elements, and adherence to applicable design principles. (300 to 400 words)

Part 3: Brochure Design (40 marks)

Brand Introduction Brochure

Create a brand introduction brochure consisting of 8 pages (including front and back covers), launching the brand’sflagship products/innovations along with a few secondary offerings.

Description

The recommended content for your brochure includes:

.    Front Cover – visually impactful or intriguing to attract attention; include your logo.

.    Inside Front Cover – an introduction of your company, company’s mission, vision, etc.

.    Content Page 1 – flagship products and/or innovation

.    Content Page 2 – flagship products and/or innovation

.    Content Page 3 – secondary products

.    Content Page 4 – secondary products

.    Inside Back Cover – collaboration with a radio station to promote the brand.

.    Back Cover – include information such as business address and contact information.

Schedule

1.   Create a rough layout in digital form using Adobe InDesign. The layout need not be polished but should contain enough clarity to discuss direction. Share your layout with your lecturer for review, feedback, and recommendation.

2.   Finalise your brochure design and ensure that the images do not appear pixelated.

3.   Save / export your final brochure design as PDF for submission.

4.   Design Rationale – write a short& Graphic Design in the Digital AgeStatistics nbsp;explanation on the main idea behind the brochure design, the effective use of applicable design elements, and adherence to applicable design principles. (300 to 400 words)

Portfolio Submission:

To submit and upload your design portfolio to the Kaplan LMS, compile all the final design works (logo, name card, poster, brochure) into ONE pdf file together with the design brief,  the mood board, and logo sketches. Maximum file size is 10Mb.

Assessment Criteria

Assessment No. 2: Design Portfolio

Part 1 – Logo Design and Business Card (35 marks)
Design Brief The design brief contains specific details about the brand, its mission, vision, and  its  target customers; a clearly defined brand personality (or image) consistent with the mission and vision; the logo description is aligned with the brand personality.	5 marks
Mood Board The mood board includes visual elements such as colour palette, at least 4 typefaces, images, textures, patterns; it is aligned with the content of the design brief. It conveys the visual direction, tone and aesthetics of the design project.	5 marks
Attractiveness (Logo) The overall appearance of the logo is pleasing and cohesive. Text, colours, and graphics are exemplary. The logo is attractive and stimulates the viewers’ interest.	7 marks
Content and Originality (Logo) The design is unique and original. The student can recognise a logo and the elements that make up a logo.	5 marks
Layout and Design (Name Card) There is unity and consistency among text and graphic elements. Text and graphic elements are arranged to create a visually appealing design.	8 marks
Design Rationale A short explanation on the main idea behind the logo and name card design, appropriateness for the brand, the effective use of applicable design elements, and adherence to applicable design principles. (300 to 400 words)	5 marks
Part 2 – Event Poster (25 marks)
Event Coverage Details on the poster capture the important information about the event and enhance the audience’s understanding.	5 marks
Layout and Design Direct, creative, understandable, and effective. Evidence of grid system, consideration of design principles, and shows a high level of understanding of design aesthetics.	8 marks
Typography and Readability Typeface used is appropriate and consistent with the mood board, styled, and positioned  excellently.  Adheres  to  hierarchy and successful in conveying appropriate information. Exceptional readability. No typo, spelling or grammatical errors. Design Rationale A short explanation on the main idea behind the poster design, the effective use  of  applicable design elements, and adherence  to applicable design principles