Penguin Books Graphic Design Project

BTEC Level 3 90 Credit Diploma In Art and Design

Assignment Brief Student Name Title Course Course year Academic year Subject Functional Skill Links

Classically Modern!

Author

90 Credit Diploma In Art and Design

Lecturer(s)

2

Assessor(s)

2013/14 Layout design

Adam James Adam James, John Hemmer Adam James

Duration

6 Weeks

Launch date

24/02/14

Deadline

02/04/14

English Numeracy

Assignment coverage Assessment criteria

No

Unit Title

38

Mixed Media Image Making

40

Typographic and Layout Design

P1, P2, P3, M1, M2, M3, D1, D2, D3 P1, P2, P3, P4, P5, P6, M1, M2, M3, M4, D1, D2, D3

Learning outcomes Unit: 38 Unit title: Mixed Media Image Making 1 Be able to use experimental and non-traditional graphic media techniques and processes 2 Be able to use mixed media in producing graphic image outcomes 3 Be able to select reproduction techniques towards graphic image outcomes.

Unit: 40 Unit title: Typographic and Layout Design 1 Understand typographic and layout conventions used in the work of others 2 Know terminology used within typographic and layout design 3 Be able to use computers and other media to develop typographic and layout designs 4 Be able to evaluate own typographic and layout design outcomes.

Mixed Media: pl.n. (used with a sing. verb): “A technique involving the use of two or more artistic media, such as ink and pastel or painting and collage, that are combined in a single composition.”

Typography: Noun: “1.a. The art and technique of printing with movable type. b. The composition of printed material from movable type.

2. The arrangement and appearance of printed matter”

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90 Credit Diploma Graphic Design Yr 1

Context With the ever increasingly available e-books and e-book readers, it was thought that this new technology would be the final nail into book sales, and that everyone始s library in future would fit onto a single SD card.

However, in the face of this new technology, consumers have rallied behind the printed word, and physical book sales have actually raised over the last year, proving that the substitute of minimal storage space and convenience you would have with a digital device, is not currently seen by all as a positive.

They stories inside books can create emotional attachments to the reader, but the actual book itself has many different meanings to readers. Whether it was a present from someone special, or a memory of a certain time or place, people enjoy the feel, look and sometimes even the smell of a fresh paperback or hardback book.

Penguin Books have been for a long time been one of the most recognisable brands on the market, known for their traditional classic book designs, as well as working with artists, designers and photographers to create limited edition creative covers.

Penguin want to celebrate the continued success of the printed word by producing a limited edition range of books, focusing on some of the classic stories that are able to be downloaded as ebooks for free through services such as iTunes. They wish to challenge the reader to decide whether the printed version is worth paying the price of 拢5.99 for.

Graphic designers will be approached to develop these covers, reflecting on the design, typography, and the layout of the cover, ready to be put into print.

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Project Produce an effective design solution that will represent one of the books that will be a part of this range, focusing on using mixed media to create the cover design and developing a professional layout using typography to pitch to Penguin Books.

You can choose to work with one of these books; Dracula: A young lawyer on an assignment finds himself imprisoned in a Transylvanian castle by his mysterious host. Back at home his fiancée and friends are menaced by a malevolent force which seems intent on imposing suffering and destruction. Can the devil really have arrived on England's shores? And what is it that he hungers for so desperately?

The Secret Garden: After the death of her parents, Mary is brought back from India as a forlorn and unwanted child, to live in her uncle's great lonely house on the moors. Then one day she discovers the key to a secret garden and, like magic, her life begins to brighten in so many ways.

Dr. Jekyll & Mr. Hyde: Robert Louis Stevenson's dark psychological fantasy gave birth to the idea of the split personality. The story of respectable Dr Jekyll's strange association with the 'damnable young man' Edward Hyde; the hunt through fog-bound London for a killer; and the final revelation of Hyde's true identity is a chilling exploration of humanity's basest capacity for evil.

The Time Machine: When a Victorian scientist propels himself into the year 802,701 AD, he is initially delighted to find that suffering has been replaced by beauty, contentment and peace. Entranced at first by the Eloi, an elfin species descended from man. In deep tunnels beneath their paradise lurks another race descended from humanity - the sinister Morlocks. And when the scientist's time machine vanishes, it becomes clear he must search these tunnels, if he is ever to return to his own era.

You will need to develop the design for the book cover, the title and spine typography and the typographic layout for the back cover. This should be presented as a flat printed out visual, and as a mock up using a manipulated book example. These should be of professional quality to present to a selected audience.

Penguin ʻThreadsʼ Collection by Jillian Tamake http://jilliantamaki.com

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For this assignment you will be required to produce: Analysis of different forms of typographic and layout design Analysis and understanding of contextual examples of typographic and layout design Analysis and understanding of contextual examples of mixed media Analysis and understanding of using mixed media Idea generation Design Development Final Outcomes Presentation of final outcomes Evaluation of techniques, processes and materials used Evaluation of final outcomes

• • • • • • • • • •

TASKS To achieve a Pass grade complete all of the tasks shown on a white background.

To achieve a Merit grade complete all of the tasks shown on a pale coloured background.

To achieve a Distinction grade complete all of the tasks shown on a strong coloured background.

✔

Tasks: What you have to do...

To achieve a Pass grade:

Assessment criteria

1 Research existing book layouts and other

 examples analysing their layout, structure, use of typography and colour.

Unit 40: P1 assess examples of layout

design

Produce analysis of your findings in annotated notes within your sketchbook.



1a  Compare different typefaces and what they are used for.



Unit 40: P2 assess examples of typographic design

Use examples of how type is used differently to communicate ideas and meanings.

1b Identify terminology associated with layout

 design you identified in task 1 - use examples to show your understanding. Record in sketchbook.

Unit 40: P3 identify terminology used in layout design

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1c  Identify terminology associated with

typographic design - correct practice of layout design; page layout, accepted rules eg grids and columns, theories (golden section), gutters, folios, information hierarchies, text flow, formatting, margins, header, footer, left, right.

Record in sketchbook.

Unit 40: P4 identify terminology used in typographic design

2 Mind map all your starting points to help you

 start to reflect your understanding of the brief to begin your idea generation for your book cover.



Experiment with mixed media techniques and processes to help produce and develop original ideas - this should start with using initial sketches, then looking at experimenting with small testing elements, such as; • Inks • Paints • Printing techniques • 3D materials

Unit 38: P1 use experimental and nontraditional graphic media techniques and processes

 Analyse your ideas collaboratively and

individually making sure to identify and changes and record the response.

 Identify chosen ideas for the products ready for the development process

3 Choose your best ideas to take further and

 develop, looking at refining your idea, the

techniques used, colours and size etc. in response to the given brief. Develop by hand and then develop digitally.

Unit 38: P2 use mixed media in producing graphic image outcomes

 Record analysis of developments in your sketchbooks

4 Produce hand drawn layouts for your chosen

 book that show how your mixed media cover will fit.

Identify the elements of layout and typographic

 design conventions in your designs.

Unit 40: P5 produce typographic and layout designs for a given outcome

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4a Using your mixed media work and designs,

 produce your final developments and adjustments to prepare it for utilising in your design using Adobe Photoshop.

Record the steps that show how youʼve

Unit 38: P3 select reproduction techniques towards graphic image outcomes.

 modified the design appropriately for digital use in your sketchbook.

4b Create your digital layout design, bringing

 your mixed media design into the development using InDesign.

Develop the typographic layout of the design

 using your ideas and development and

reflecting on your initial research to guide you.

Unit 40: P5 produce typographic and layout designs for a given outcome

 You should analyse these steps in your sketchbook.

 Identify your final concept and manipulate the cover on an example book using Photoshop.

5 Print and mount work ready to present to

 selected audience from the design industry.

Present and pitch your concept to the

 representatives in a critique.

Unit 40: P6 review own design outcomes Evaluate the process and feedback you receive  in the critique – identify successful elements and potential improvements.

Task 1 • To achieve a Merit grade:



 

Research a wide range of existing book layouts and other examples comparing and analysing their layout, structure, use of typography and colour to communicate different messages in layout design.

Unit 40: M1 compare diverse examples of advertising to inform own work

Analyse how this informs the brief you have been given.

Produce analysis of your findings in annotated notes within your sketchbook.

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Tasks 1a, 1b & 1c • To achieve a Merit grade:

 Compare a range of specific examples of typographic layout describing terminology and definitions on individual pieces of investigation.

Your enquiry and evaluation should be in depth and show that you are analysing the examples thoroughly.

Unit 40: M2 describe and use terminology and conventions

Task 2 • To achieve a Merit grade: From your research and investigation,

 purposefully select mixed media techniques, materials and processes to experiment and explore ideas for the book cover.

 Experimentation should show independent

development and thought when selecting the materials, techniques and processes.

Unit 38: M1 explore coherently, experimental and non-traditional graphic media

Comment on how the effects you are creating

 are achieved and created.

Use descriptive and analytical comments to

 show how successful your experiments are Task 3 • To achieve a Merit grade:

 Choose your best ideas to take further and develop, looking at refining your idea, the techniques used, colours and size etc. in response to the given brief. Develop by hand and then develop digitally.

Complete clear and independently produced

 analysis of your ideas, showing; • • •

Unit 38: M2 design an effective graphic media product which uses experimental and nontraditional graphic media practices

Clear links to how you have kept your ideas consistent with your initial research.

The limitations of the materials, processes and techniques you have used.

Clear understanding of how you have used mixed media, techniques and processes with a clear direction towards the outcome.

Task 4a • To achieve a Merit grade:

 Using your mixed media work and designs, select your final developments to prepare it for digital reproducing. Select the reproduction techniques identifying coherent reasoning for your choices.



Unit 38: M3 explain, with reference to wellchosen examples, reproduction techniques used towards graphic image outcomes.

Record the reasons that show how youʼve selected appropriate reproduction techniques for digital use in your sketchbook.

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Task 4, 4b • To achieve a Merit grade:

 Produce thumbnail sketches of the layout design for your chosen book that show how your mixed media cover will integrate.

 Develop your layout design digitally, bringing

your mixed media design into the development using InDesign.

The layouts should be annotated to show clear  understanding of how typography has been used in your designs.

Unit 40: M3 produce effective page layouts and typographic designs for defined outcomes

The layouts should also be annotated to show

 clear understanding of how layout conventions have been used in your designs.

 Identify the elements of layout and typographic design conventions in your designs.

Task 5 • To achieve a Merit grade:

 Produce an effective presentation that communicates coherently to the audience how the outcome reflects the contexts, opportunities, constraints and communication issues the initial brief requested.

Unit 40: M4 present own design outcomes coherently in terms of effectiveness.

Task 1 • To achieve a Distinction grade:

 Look at specific well chosen independent investigations of different layout and typographic design examples

 Investigate independently analyse and

Unit 40: D1 use independently identified and evaluated examples of typography and layout design to inform ideas and opinions

interpret how they can inform your ideas and concepts.

Task 2 • To achieve a Distinction grade:

 You should provide evidence of an excellent level of originality and independence in the exploration of mixed media in developing the mixed media image. The product must show informed planning and independent working, which will be evidenced in a creative and innovative final design.

Unit 38: D1 explore independently, diverse experimental and non-traditional graphic media

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Task 3 • To achieve a Distinction grade:



Your initial idea generation and testing should show clear thinking and practice of producing exciting and aesthetically creative concepts. The development of ideas should show sophistication and comprehension of the brief.

Your development and production should be

 independently directed, reflecting on your

Unit 38: D2 design an innovative graphic media product independently, which uses experimental and non-traditional graphic media practices

extensive research and development to show informed planning that shows you have considered the functional qualities of materials. This should be recorded in an appropriate development sequence.

Task 4a • To achieve a Distinction grade:

 You should evidence perceptive selection of potential methods for the reproduction of work work. You should evidence this using informed analytical and critical vocabulary in giving reasons, both practical and aesthetic, for their selection and to explain in detail how the process works.

Unit 38: D3 evaluate, with reference to detailed examples, reproduction techniques used towards graphic image outcomes.

Tasks 1a, 1b, 1c, 4, 4b • To achieve a Distinction grade:

 Develop a range of typographic layouts that are generated and developed with clear reference to definition and conventions of typography and layout design.



Using the mixed media elements you should create innovative, creative and exciting developments that show the use of imaginative ways of challenging traditional typography and layout conventions such as composition and varying scale.

Unit 40: D2 develop, evaluate and present sophisticated and innovative solutions for advertising briefs.

Task 5 • To achieve a Distinction grade:

 Produce a confident presentation that uses different ways both traditionally and digitally to communicate articulately to the audience how the outcome reflects a highly imaginative outcome in response to the initial brief.

Unit 40: D3 present own design outcomes fluently in terms of effectiveness, demonstrating an informed opinion.

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Assessment requirements • Sketchbook containing: • Research and analysis of selected typographic and layout design • Experimental mixed media work.

• Design development work.

• Analysis and evaluation of your ideas and development, working methods, techniques and processes used.

• Records of processes and techniques used.

• Evidence of planning.

• Evaluation of outcome(s).

• Final outcome(s).

• Presentation materials

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Functional skills: English Assignment links with Functional Skills Discuss what you have done with others in the group or your lecturer, both informally and in formal group critiques or discussions

Read the assignment brief. Carry out research from web sites, books and other written material.

Make notes about your work.

Write-up research.

Produce evaluations.

Make relevant and extended contributions to discussions, allowing for and responding to others始 input.

Make different kinds of contributions to discussions.

Present information/points of view clearly and in appropriate language.

Identify the main points and ideas and how they are presented in a variety of texts.

Read and understand texts in detail.

Utilise information contained in texts.

Write clearly and coherently, including an appropriate level of detail.

Present information in a logical sequence.

Use correct grammar, including correct and consistent use of tense.

Ensure written work includes generally accurate punctuation and spelling and that meaning is clear

Eng/L1.1a

Eng/L1.1c Eng/L1.1d Eng/L1.2a Eng/L1.2b Eng/L1.2c Eng/L1.3a Eng/L1.3b Eng/L1.3d Eng/L1.3e

Functional skills: Maths Assignment links with Functional Skills Measure objects and materials, and use measurements to create work.

Produce outcomes and other work to appropriate proportions and sizes.

Use a photocopier or printer to enlarge and/or reduce images accurately to different scales.

Understand and use whole numbers and understand negative numbers in practical contexts.

Add, subtract, multiply and divide whole numbers using a range of strategies.

Collect and record discrete data and organise and represent information in different ways.

Solve simple problems involving ratio, where one number is a multiple of the other.

Solve problems requiring calculation with common measures, including money, time, length, weight, capacity and temperature.

Convert units of measure within the same system.

Work out areas and perimeters in practical situations.

Understand and use equivalences between common fractions, decimals and percentages.

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Mat/L1a

Mat/L1b Mat/L1l Mat/L1e Mat/L1g Mat/L1h Mat/L1i Mat/L1c

90 Credit Diploma Graphic Design Yr 1

Suggested resources and links Books useful for this assignment.

Front Cover: Great Book Jacket and Cover Design by Alan Powers Best of Cover Design: Books, Magazines, Catalogs, and More by Altitude Associates Penguin by Design: A Cover Story 1935-2005 by Phil Baines Just My Type: A Book About Fonts by Simon Garfield The Art of Looking Sideways by Alan Fletcher 100 Ideas that Changed Graphic Design by Steven Heller and Veronique Vienne

Magazines useful for this assignment: Digital Arts Computer Arts Creative Review Eye Web sites useful for this assignment: http://bookcoverarchive.com/publisher/penguin_books_ltd http://visualgraphc.com http://www.book-by-its-cover.com/ http://pinterest.com/randomhouse/best-book-covers/ http://blogof.francescomugnai.com/2013/05/when-graphic-design-meets-book-covers/

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Assessment criteria for this assignment Unit 40:

Typographic and Layout Design

P1 assess examples of layout design

M1 compare and evaluate examples of typography and layout design

D1 use independently identified and evaluated examples of typography and layout design to inform ideas and opinions

P2 assess examples of typographic design

M2 describe and use terminology and conventions

D2 define and use terminology and conventions comprehensively to produce exciting and innovative page layouts for set briefs

P3 identify terminology used in layout design P4 identify terminology used in typographic design P5 produce typographic and layout designs for a given outcome

M3 produce effective page layouts and typographic designs for defined outcomes

D3 present own design outcomes fluently in terms of effectiveness, demonstrating an informed opinion.

M4 present own design outcomes coherently in terms of effectiveness.

P6 review own design outcomes.

Unit 38:

Mixed Media Image Making

P1 use experimental and nontraditional graphic media techniques and processes

M1 explore coherently, experimental and nontraditional graphic media

D1 explore independently, diverse experimental and non-traditional graphic media

P2 use mixed media in producing graphic image outcomes

M2 design an effective graphic media product which uses experimental and nontraditional graphic media practices

D2 design an innovative graphic media product independently, which uses experimental and non-traditional graphic media practices

M1 explain, with reference to wellchosen examples, reproduction techniques used towards graphic image outcomes.

D3 evaluate, with reference to detailed examples, reproduction techniques used towards graphic image outcomes.

P3 select reproduction techniques towards graphic image outcomes.

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General information Links with other course areas It may be possible to make use of skills and processes explored in other areas of the course, and with other lecturers, for parts of this assignment. It may also be possible to explore the theme of this assignment in these other lessons also. You are reminded that all appropriate work produced by you, for any part of this course, may be assessed as part of this brief if it is relevant and beneficial to the design work undertaken for this assignment.

Functional Skills In addition to any specific functional skills work mentioned above: • Throughout this assignment you will be expected to develop your understanding and skills in the use of English and Numeracy skills whenever applicable. You may also develop your ICT skills. This may include; English: The correct use of the English language, grammar, spelling and context when making notes, annotating sketchbooks and using text in final outcomes. The ability to read and summerise appropriate written documents.

Numeracy: The use of numerical skills in the design and production of your work. Eg: Use of scale, eg; to enlarge and reduce images/models. The correct use of appropriate measurements, eg; to analyse objects and produce accurate outcomes. The use of angles and geometry, eg; to produce shapes and forms. The use of quantities, eg; to mix materials and determine the amounts of materials needed ICT: The use of computers to research, compile and present information, the use of photocopiers and other reproduction equipment in the course of your work, the use of digital cameras to record visual information, and any other items of equipment that may be used to further your work for this assignment.

Deadlines • It is expected that your project work will be submitted for assessment on time. If you think you will have difficulty meeting a deadline, you must discuss this with the assessing tutor(s) shown at the top of this brief as early as possible and in advance of the deadline. In certain circumstances an extension to the deadline may be granted. Work that does not meet the deadline may be subject to a fine under the collegeʼs late work policy.

• Your work must be handed in for assessment on the deadline date shown at the top of this brief. You will be notified where to place or exhibit the work nearer to this date. If in doubt, ask the assessing tutor, shown at the top of this brief.

• You should be notified of the assessment decision, feedback and your project-criteria grades within 2 working weeks of the deadline.

Plagiarism • All work handed in for assessment must be your own, produced by you only, in answer to this assignment brief.

• Copying other peoples' work is a serious breach of college rules and is considered dishonest. If you break these rules you may be asked to re-do some of the work, or in serious cases this may effect you course grade.

Referencing • All images, text and information taken from books, magazines, the web, or any other sources, must be clearly attributed to that source by stating: Author. Title. Publisher. Date. Internet address (if applicable) Additional information Further information about the units, assessments and the course can be found from: • Edexcel Btec web site: http://www.edexcel.com/quals/nationals10/art/Pages/default.aspx

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Notes

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