Typography and Image Creation

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GRA4001

Typography and Image Layout

Coursework

Date for Submission: Please refer to the timetable on ilearn

(The submission portal on ilearn will close at 14.00 UK time on the date of submission)

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Assignment Brief

As part of the formal assessment for the programme you are required to

submit a Typography and Image Creation assignment. Please refer to your

Student Handbook for full details of the programme assessment scheme and

general information on preparing and submitting assignments.

Learning Outcomes:

After completing the module you should be able to:

1. Work with a variety of analogue media in the production of design

outcomes.

2. Use relevant graphic design hardware and software in the production of

design outcomes.

3. Understand the possibilities of creative use of design skills and how key

skills are fundamental to the production of good design.

4. Develop and apply knowledge of design methods, grids and layout,

typography, drawing, logo and image adjustment.

5. Demonstrate incremental practical and reflective development to

formative academic and peer feedback.

Your assignment should include: a title page containing your student number, the

module name, the submission deadline and a word count; the appendices if relevant;

and a reference list in Arden University (AU) Harvard format. You should address all

the elements of the assignment task listed below. Please note that tutors will use the

assessment criteria set out below in assessing your work.

Maximum word count: 3000 words (please note that this is a practice based

portfolio).

Please note that exceeding the word count will result in a reduction in grade proportionate

to the number of words used in excess of the permitted limit.

Re-sits:

If you are re-sitting this assessment for the first time, you may re-work your original

submission if you wish. However, if this is your third attempt at this assessment, you

must submit a piece of work which is substantially different from your first two

attempts.

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Assignment Task

Below you will find a checklist of activities that are required for submission.

All questions must be included in your .pdf digital sketchbook, and all questions must be

supported by step-by-step processing, design thinking and a reflective commentary.

Question 1

Take a new page in your sketchbooks for each of the below:

1. Experiment with mark making ways to make marks (minimum 8) without using

any modern day implements such as pens and pencils.

2. Experiment with substances (minimum 8), such as coffee, crushed plants etc.

to make pigments that you can paint with in your sketchbooks.

3. Experiment with surfaces that you can make rubbings of, (minimum 8). Use

charcoal, chalk or pencils to achieve this.

4. Select a letter from the Book of Kells and reproduce it in pencil on a page in

your sketchbook, include a copy of the original image for references. Then

photocopy your drawing and using the found substances and mark marking

tools recreate the same colours as your chosen letterform from the Book of

Kells.

Question 2

Take a sheet of layout paper and freehand draw the outline of either Helvetica, Times,

Arial or Sans Serif, spelling the word Typography, ensure that you label the anatomy of

typography.

Then on a new sheet of layout paper draw your name 6 times using 6 fonts of your own

choice, again label the anatomy of typography.

Question 3

Take a new page in your sketchbooks for each of the below:

1. Contour drawing of a mobile phone.

2. Positive spaces of a mobile phone.

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3. Negative spaces of a wooden chair.

4. Cross contour drawing of a banana and a hand.

5. Draw a grid of 3x4 boxes and make a series of marks in them.

6. Draw a cube and tone the cube with light coming from another direction. Then

draw a sphere, with the light coming from another direction.

7. Arrangement drawings of the following items together, a pair of scissors, a book, a

bottle of perfume and a lamp (make 4 arrangement drawing of these objects.)

8. Make a perspective drawing of a staircase.

Question 4

1. You will draw a hypothetical wildlife logo design. You can choose a theme of your

own, for example extinction, survival, nature reserve etc.

Select one of the animals below:

Dolphin, Frog, Cat, Dog, Giraffe, Zebra, Parrot.

Carry out research until you locate an image that you wish to work from and then

draw an initial animal logo and use it as a template. Make a Design Sheet

comprised of 4 rows down and 6 boxes across, ensuring that each box is 3cm x

3cm. Complete 12 drawing variations of the logo in the grid boxes.

2. Now make another grid template, with the same dimensions from above. Select a

font for your logo and proceed to complete 12 drawing variations of the logo in

your grid boxes, this time with the logo and the font in different forms and

arrangements. You can scale up either or both the logo and the font, the key aim is

to create a variety of designs based on the same elements. Take a moment to look

at all of your designs and choose one of them as your final animal logo design.

3. Take your final logo design and use Illustrator to create your own vector logo,

using the pen tool and the basic steps carried out in the pdf found in lesson 07.

4. Using your awareness of the cultural meaning of colour in some countries from

lesson 08, reproduce your logo for another country, incorporating a culturally

relevant colour and theme.

5. Now you have your vector logo consider the theme and meaning behind it and

think of ideas that you can add to your logo to create subtle variations. Make 2

hidden meaning (hidden content or meanings ) versions of your logo and 2

substitution versions of your logo, as found in lesson 09.

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Question 5

In lesson 10 we discussed the case study of the Obama Campaign, look back at your logo

designs and think about your design process and the design thinking that has gone

behind your design process. Now imagine that you have been asked to design an A4

campaign poster for your animal theme that must include your logo design. Using the

Obama Hope poster as inspiration, design a simple vector poster for your animal theme

that includes your logo design. Make sure to include the design processing steps at key

stages as you design your final poster.

Formative Feedback

Over the course of the module you have the opportunity to upload your weekly

activities (that feed into your final assessment), to the Group Learning Space in

order to receive formative feedback from both your tutor and peers.

This is to allow time for you to reflect on the feedback and refine your final

submission. The feedback is designed to help you develop your design process and

design thinking and assists you to develop your skills as an independent learner.

Your final work must be submitted through iLearn on or before the submission date

as listed on your module page on iLearn.

Guidelines:

You MUST underpin your analysis and evaluation of the key issues with appropriate

and wide ranging academic research and ensure this is referenced using the AU

Harvard system. The My Study Skills Area contains the following useful resources:

Guide to Harvard Referencing

http://moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Harvard_Quick_Ref_Guide.pdf

Guide to Harvard Citation

http://moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Guide_to_Harvard_Citation.pdf

You must use the AU Harvard Referencing method in your assignment.

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Additional notes:

Students are required to indicate the exact word count on the title page of the

assessment.

The word count excludes the title page, executive summary, reference list and

appendices. Where assessment questions have been reprinted from the

assessment brief these will also be excluded from the word count. ALL other

printed words ARE included in the word count. Printed words include those

contained within charts and tables. See ‘Word Count Policy’ on the homepage of

this module for more information.

Assignments submitted late will not be accepted and will be marked as a 0% fail.

Your assessment should be submitted as a single Word (MS Word) or PDF file. For more

information please see the “Guide to Submitting an Assignment” document available on

the module page on iLearn.

You must ensure that the submitted assignment is all your own work and that all sources

used are correctly attributed. Penalties apply to assignments which show evidence of

academic unfair practice. (See the Student Handbook which is on the homepage of your

module and also in the Induction Area).

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Assessment Criteria: Level 4

Level 4 is the first stage on the student journey into undergraduate study. At Level 4 students will be developing their knowledge and

understanding of the discipline and will be expected to demonstrate some of those skills and competences. Student are expected to

express their ideas clearly and to structure and develop academic arguments in their work. Students will begin to apply the theory which

underpins the subject and will start to explore how this relates to other areas of their learning and any ethical considerations as

appropriate. Students will begin to develop self-awareness of their own academic and professional development.

Grade Mark Bands Generic Assessment Criteria

First

(1)

80%+

Outstanding performance which demonstrates the ability to analyse the subject area and to confidently apply

theory whilst showing awareness of any relevant ethical considerations.

The work shows an excellent level of competence and confidence in managing appropriate sources and

materials, initiative and excellent academic writing skills and professional skills (where appropriate). The work

shows originality of thought.

70-79%

Excellent performance which demonstrates the ability to analyse the subject and apply theory whilst showing

some awareness of any relevant ethical considerations.

The work shows a high level of competence in managing sources and materials, initiative and very good

academic writing skills and professional skills (where appropriate). The work shows originality of thought.

Upper

second

(2:1)

60-69%

Very good performance which demonstrates the ability to analyse the subject and apply some theory.

The work shows a good level of competence in managing sources and materials and some initiative. Academic

writing skills are good and expression remains accurate overall. Good professional skills (where appropriate).

The work shows some original thought.

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Lower

second

(2:2)

50-59%

A satisfactory to good performance which begins to analyse the subject and apply some underpinning theory.

The work shows a sound level of competence in managing basic sources and materials. Academic writing skills

are satisfactory and expression remains accurate overall although the piece may lack structure. Satisfactory

professional skills (where appropriate). The work lacks some original thought.

Third

(3)

40-49%

Basic level of performance in which there are some omissions in understanding the subject, its underpinning

theory and ethical considerations.

The work shows a basic use of sources and materials. Academic writing skills are limited and there are some

errors in expression and the work may lack structure overall. There are some difficulties in developing

professional skills (where appropriate). The work lacks original thought and is largely imitative.

Marginal

fail

30-39%

Limited performance in which there are omissions in understanding the subject, its underpinning theory and

ethical considerations.

The work shows a limited use of sources and materials. Academic writing skills are weak and there are errors in

expression and the work may lack structure overall. There are difficulties in developing professional skills (where

appropriate). The work lacks original thought and is largely imitative.

Clear

fail

29% and

below

A poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory

and ethical considerations.

The work shows little evidence in the use of appropriate sources and materials. Academic writing skills are very

weak and there are numerous errors in expression. The work lacks structure overall. Professional skills (where

appropriate) are not developed. The work is imitative.