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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:

coffee
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
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
bike shop
Wine Store
Other...

OVERVIEW
1. Choose a business category from the list (brewery, coffee roasting, fishing, barber shop, landscaper…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)

4. Create another associative word list/concept map of your category on a big sheet of paper so we can see it. This time think about verbs and adjectives. Describe your biz category/nouns. Who. How. What is it like? Feels like?

5. Circle or underline key words that resonate with you and you get excited about the visual possibilities. (ex. brewery—old world european, coffee—artistic, fly fishing—minimal, barber shop—grandpa, landscaper—zen)

6. Pick three of your favorite words from your list and three words from the random generator (https://randomwordgenerator.com/)

Explore ways (methods, “style”, media etc.) that you can visualize your words (list below, ex. animal project)
For each word or word combination (atleast 6) create 10 visual concept *sketches (word combined with noun/sign(ex. old world inspired brewery….a “molecular chemistry” focused brewery…etc)

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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 through a stencil

— a version with a repeating
  pattern in it


— a version inspired by a song
 (bring in so class can listen)

— 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 the Lawrence Beer Company logo)


— a version that is one
  continuously long line


— a shape version where none of
  the shapes touch or overlap


— 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 21
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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 23
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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 AUG 28
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Blitzing with John Bielenberg and Ryan Clifford

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THU AUG 30
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Blitzing with John Bielenberg and Ryan Clifford

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TUE SEPT 04
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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:

1234


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THU SEPT 06
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Inclass: Review next 30 versions in progress.

Introduce BRAND BOARD & BRAND STUFF



Homework:
Narrow down to your final 2-3 representations/logos
Refine based on feedback and explode each concept out to a “kit of parts” (logo, type, color, accompanying graphics, pattern, etc) Use the brand board template provided. Print in color 11x17.


Brand Identity Resources: Brand NewThe Brand Identity


Hallmark Symposium Tonight! Lauren Greenwald: photographer

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TUE SEPT 11
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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 board and apply brand identity to at least 3 applications.

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THU SEPT 13
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Inclass: Review final logo, brand board and applications. In class try three different layouts of your 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.

Choose 1-2 student organizations or advocacy groups (besides fraternity or sorority) on campus (something you are interested in, know someone in it, or you are in it and you can go to a meeting).

Here is a list: https://rockchalkcentral.ku.edu/organizations

Interview 6 people about the organizations or advocacy groups you chose. (three in the org/group and three outside of it) Ask them what they know about? What do they do? Who’s in it? Why we should care? Who is their audience? What do they want to say to them? for those outside the org: Have they ever heard about it? What are their thoughts? Would they participate? Why or Why not?

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TUE SEPT 18
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Inclass:
Review Final refinements to Logo and Brand Board. 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
Initial Concepts
Brand Boards

Refinements Final Kit of parts w/ brand applications

Specs:
8.5 x 11 inches (horizontal)
PDF

Homework:
Finish Project One.

For next class be ready to present your research audit on your organization in 10 slides. Design a summary audit to present to the class on the projector What you found out (show us! names and pics are good!) and what the org/group is (mission, goals, dreams etc) What communications do they have, branding if any, who is their audience, where do they meet?…we like pictures)

Summarize this...what do they do, who are they, what do they need to say, to whom and why should that audience care?

Present Like Steve Jobs

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THU SEPT 20
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Inclass:
Presentations on Organizations/Advocacy Groups.

Homework:
Finish Project One.
Hallmark Lecture Tonight! John Stamos: illustration
 
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TUE SEPT 25
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Project One Due
Brand board(s). Printed in color. 11x17 on presentation matte paper.
Brand board file as pdf uploaded to server.
Post to Behance (a minimum of 5 images to show off your brand toolkit
Process Book (pdf) must be well organized, labeled, name on it! Show off your progress and visual thinking/iterations.