MODULE ASSESSMENT BRIEF
LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design
Level: 6
Module Title: Extended Practice
Module Code: OUGD603
Brief Title: Penguin Design Award 2014
Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60
Weighting of Brief within Module: 100%
Context S.E. Hinton was only seventeen when she wrote The Outsiders. Told in a direct, first-person voice, it is a miracle of honesty with immediate appeal and is still every bit as powerful now as when it was first published in 1967. The first Puffin Picture Books appeared in 1940, and the series quickly established a reputation for presenting children's nonfiction in a unique blend of editing and design. Puffin Story Books soon followed with the publication of Worzel Gummidge in 1941 and, as with the original Penguin paperbacks, these story books appeared in the three horizontal stripe design, and became an integral part of growing up.
Brief or Tasks The brief is to design a whole new cover look for The Outsiders, in order to bring this classic to a new generation of readers, ensuring that this timeless story remains an integral part of every teenager's bookshelf. The design needs to include all the supplied cover copy, including the blurb and a quote, authors name etc and also be designed in accordance to the specified dimensions, (B format, 198mm high x 129mm wide, spine 17mm wide). The design must be striking and well executed, have an imaginative concept and clearly places the book for its market of both teenagers, to pick up and buy for themselves, and adults to buy for them. All elements of the jacket need to work together as a cohesive whole, but the front cover also needs to be able to work on its own and be eye-catching within a crowded bookshop setting as well as on screen at a reduced size for digital retailers. The winning design will need to have an imaginative concept and original interpretation of the brief, be competently executed with strong use of typography and appeal to the broadest possible audience for the book. It must also show a good understanding of the marketplace, have a point of difference from the many other book covers it is competing against and be able to sit on the shelves of a supermarket or ebook store as easily as it sits on those of more traditional bookshops Official Deadline: Wednesday 2nd April 2014
Preparation/Research suggestions The book cover design needs to specifically reflect the books themes and motifs, plot and characters. It can be conceptual but something that reflects the book exactly is preferable. The book needs to be researched thoroughly to understand running themes and the books plot. This could be done through reading, listening to the audio tapes or using research websites like spark notes. It will also be essential to research current Puffin book covers and past winners in order to understand what the judges look for. It will be helpful to look at variations in visual styles appropriate to the content of the book to gain inspiration.
Evidence – for this project students should submit The entire book sleeve design for the Outsiders. Appropriate development and a printed sleeve design. A poster linked to the book should also be created as an added extra with the book.