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Mark
Project 1: Representation
VISC 204 Studio | Project 1 | Project 2 | Project 3 | Project 4 | Resources


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)

ACTIVITY
In this assignment you will explore different methods and strategies  (both formal and conceptual) for “representing” an business category.

Choose from the following list:

brewery
bakery
ice cream
record/music
music/instrument
tailor
home/garden
landscaper
automotive shop
barber
salon
sewing/yarn shop
roller rink
skate park
art supplies
shoes
cheese shop
Farmers Market
Comedy Club
Sports arena
Climbing gym
bookstore
office supplies
furniture
eyeglasses
dentist
bowling
fishing
camping/outdoor
hardware
grocery
construction company
gym/rec
video gaming/arcade
theatre
wifi/cable
florist
toy store
travel/luggage
bike shop
Wine Store
Other...

OVERVIEW
1. Choose a business category from the list (brewery, toy store, barber, salon, bike shop, skate park, landscaping…etc)

2. Create an associative word list/concept map of your category on a big sheet(s) of paper so we can see it. Think about nouns…things you can represent visually. Break your category down into parts/objects.

3. Circle or underline key words that resonate with you and “mine for signs” (icons, index, symbols) look for nouns!



4. Doodle Time. Use each of these random word generators:

Things (category+thing) 
Food (category+food)
Animals (category+animal)

To start making forced connections for your new brand concept. 
Do two things, two food, two animals minimum (atleast 6)

5. Create another associative word list/concept map or add to your category one. 
This time think about verbs and adjectives...just word associations. Find key words that resonate with you and you get excited about the visual possibilities. (ex. brewery—old world european or diy, fly fishing—minimal, elegant, barber shop—retro/old school, landscaper—zen, japanese garden)

6. For each forced concept create 10 visual concept *sketches 

Explore ways (methods, “style”, media etc.) that you can visualize your words

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— a version that must use only 
  flat geometric shapes


— a line-only version that uses
  just two stroke weights


— a version that uses a
  non-traditional mark making tool


— a version inspired by architecture (bring in a photo of the building)

a version made with cut paper

— a version printed/stamped
through a stencil


— a version with a repeating
  pattern in it


— a version from an odd pov/angle
— a version drawn with your left
  hand (could trace a computer
  printout of one of your own


— a version that you make out of tape (see Lawrence Beer Co logo)

— a version that is one
  continuously long line


— a shape version where none of
  the shapes touch or overlap
 (like tangrams)


— a version with mujo (part of it
  left out) in order for the viewer
  to create closure


— a modular version where the whole
  is made of one repeatable unit


— a version with strong light
  and shadows


7. Choose three and refine based on feedback For each create 3 possible names for this business. For each explore 10 versions combining type with the representation.

8. Narrow down to your final representation
Refine based on feedback and explode this concept out to a brand identity system Apply the system to biz card, bumper sticker and food truck.

*sketches can be done however you like, the goal is to explore possibilities, test what might work and be able to communicate those back to us


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TUE AUG 27
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Inclass:
Class Introductions, Creative Problem Solving Profile,
Choose Business Category for Project One.

Homework:
Read: Reading One PDF and Steps 1-3. You must do these on big sheets of paper, so we can all see your ideas! 

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THU AUG 29
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Inclass:
“Making Meaning” presentation, Work on Steps 4-6 as a class.

Homework:
Finish Step 6! (6 words/concepts x 10 variations/sketches) and be ready to pin up your 60+ versions. Make sure your sketches are organized enough (you might need to cut some out and paste to a new sheet) so we can see them.

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TUE SEPT 03
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Inclass:
Review Progress and Worktime.

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THU SEPT 05
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Review 60+ versions. Bring in so we can pin up for class to see!


Homework:
Choose three and refine based on feedback
For each create 3 possible names for this business
For each explore 10 versions combining type with the representation.


Grid Based Logo Reference:

Using a Grid System in Logo Design
More
Even More

1234

Hallmark Symposium Tonight! Cat Coquilette

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TUE SEPT 10
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Inclass: Review next 30 versions in progress.

Introduce KIT OF PARTS & BRAND STUFF



Homework:
Narrow down to your final 1-2 representations/logos
Refine based on feedback and explode each concept out to a “kit of parts or assets” (logo, type, color, accompanying graphics, pattern, etc) Make 2 brand boards similar to the ones above. On each:

- Name each concept (Title)

- List key attributes or adjectives

- Tell us its personality or voice


Print in color 11x17


Brand Identity Resources: Brand NewThe Brand Identity



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THU SEPT 12
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Inclass:
Review Progress & Worktime.

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TUE SEPT 17
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Inclass: Review logos and brand boards
Touch base on photoshop mockups (those unfamiliar can test some with the TA) and Talk about Brand Applications: biz card, bumper sticker, t-shirt, billboard, food truck etc...

Homework:
Refinements based on feedback.
Print out final brand kit of parts and apply brand identity to at least 3 applications.

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THU SEPT 19
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Inclass: Review final logo, kit of parts and applications. In class try three different layouts of your brand board (use grid provided) by the end of class and post to the server. Additionally using the following image as a guide, on one 11x17 sheet I want to see your final logo in black and white only. A vertical, horizontal and inverse (merge the type and image in some new way). For all three versions please put a big and small one on the page. (one dimension must be 1-1.25 inch). Print and give to Jeremy before the end of class.




Homework:
Finish! Refinements to Logo and Brand Board.

Hallmark Symposium Tonight! Scott Starrett


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FRI SEPT 20 — SAT SEPT 21
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LIQUID DEATH BLITZ with Michael Cessario

Great opportunity for an interesting project in your portfolio and story on your resume. Starts 9:30am on Fri & ends at 6pm on Saturday.

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TUE SEPT 24
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Inclass:
Review Final refinements to Logo and Brand Board.
Preview Brand “Standards” section for your process book.
Work time in class on process book.

Process Book should show your writing/visual thinking for each stage of the process. Use a Grid to organize and use it to create both consistency and variety from section to section.

Contents:
Name 
Titles/Sections
Wordlists
Round 1: 60 sketches/versions
Round 2: 30 versions
Round 3: 2-3 Directions

Final Kit of parts with brand standards 

Specs:
8.5 x 11 inches (11x17 french-folded)

Homework:
1. Brand Board prototype due. Full size. Tiled on the computer is ok to save some money.
2. Process Book prototype due. Full-size. All pages. Black/White okay. Use binder clips so we can flip through it and re-arrange or take out spreads if needed.

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THU SEPT 26
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Inclass:
Review Progress & Worktime.

Homework:
1. Brand Board prototype due. Full size. Tiled on the computer is ok to save some money.
2. Process Book prototype due. Full-size. All pages. Black/White okay. Use binder clips so we can flip through it and re-arrange or take out spreads if needed.
 
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TUE OCT 01
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Inclass:
Review Progress & Worktime.

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THU OCT 03
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Introduce next project and project partners: Kansas Appleseed. Posters similar to this campaign for Nebraska Appleseed.

Homework:
Project One Due
Brand board. Printed in color. 18in x 24in.
Brand board file as pdf uploaded to server.
Post to Behance (a min of 5 images to show off your brand toolkit)
Process Book printed and bound. Pdf uploaded to server.

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TUE OCT 08
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Project One Due