Graphic Design

Graphic Design

CLASS LECTURE: (February 7, 2017)

Logotypes

• A visual symbol for a business or an identifying mark.
• Handed down from the "family crests".
• Trademarks from swords, etc.
• Nike, Target, World Wildlife Fund, Shell, Twitter, McDonalds, Mercedes, Apple, NBC.

Corporate Identity

"If you're a big business, everything you do should remind people of your business."

"If the logo doesn't communicate almost immediately what the business is, you're a bad graphic designer. I don't care how pretty you think it is."

• Branding
• The identity of a corporation.
• It has to communicate, otherwise it's a bad design.
• Identity Book
• We can mis-design, or over-design.
• We were given the example of Bro. Griffin being hired to create a logo for a restaurant. HE did well, but the restaurant couldn't use the logo because it made the restaurant look too expensive.
• It needs to be:
• Recognizable, approachable, clean, etc.
• Create a look of professionalism

Package Design

• We reviewed different product designs and whether it is successful or not.

Editorial Design

• The way magazine covers are designed, etc.
• Something that makes it work is when the design and the typography fit together really well.

Poster Design

Web Design

Advertising

• It gives us a "feeling" for something.
• A child had an Eggo waffle for a halo as he left for school on a poster.
• Bathroom fixtures: "It's seen you naked. It's heard you sing."
• Cascade Clear: "2 times more hydrogen than oxygen!"

-End of Class Discussion-

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CLASS LECTURE: (February 9, 2017)

For those of you who missed class today, you missed an extra credit opportunity.

THIS INFORMATION IS NOT IN THE BOOK. This is NEW information from Brother Griffin.
Half of the quiz on Tuesday is going to be on Typography. 

Typography

• The formal word for the art and science of letter forms.
• Science, because of the analysis of how it affects the person.
• If it's too big or too small
• Your eye has been trained to read words, even if it is halfway covered (on top or bottom)
• Font
• All of the characters of one particular typestyle. 
• Type has tremendous variety
• Type has "personality"
• Is it harsh, bold, powerful, meek, cuddly, etc.?
• Friendly, forceful, cold, conservative, stern, medium emotion, warm, strong, unsettling, flippant, edgy.

Categories of Type

1. Serif
2. Sans Serif
3. Decorative
4. Script

• Serif
• Serifs are the "wings" on the letters.
• Thick and thin strokes.
• Times, Century, etc.
• Sans Serif
• Plain, without wings.
• Strokes have even width
• Arial, Century Gothic, etc.
• Decorative

• Have more personality
• It's harder to read, so is used less often.
• Typically used for titles.

• Papayrus, Playbill, etc.
• Script
•  Types of Script font:
• Determination, Flight of Fancy, etc.

Weight of Type:

• Types:
• Thin, Light, Regular, Medium, Bold, Black, Condensed

Measuring Type:

• Points and Picas
• Picas
• 1/6 of an inch.
• Points
• 1/72 of an inch.
• 12 points = 1 pica
• 72 points = 1 inch.

Leading

• The space between the lines of type.
• From baseline to baseline.
• The smaller the type, and the tighter the leading, the less legible it is.

Type Alignment

• Flush Left, Flush Right, Centered, and Justified
• The four most common.
• Centered
• Commonly used for wedding invitation
• Justified
• Commonly used for newspapers.

Layout, Paste Up, Mechanical

• Mechanical
• Composed according to a "Grid System"
• What is sent to the printer.
• Progression
• Thumb nail, Rough Comp, Tight Comp.
• Four Color Printing Process

Four Color Printing Process

• Color is separated into four colors
• Cyan Magenta, Yellow, Black
• CMYK
• Dot Pattern
• Visual Mixing
• Talked about previously.

-End of Class Discussion-

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