Production training for the Ad Lab designer. by Kimberly Zawada

MARQUETTE ARTS

PRODUCTION GUIDE

MARQUETTE ARTS

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PRODUCTION GUIDE

CONTENTS

INTRODUCTION The vision, mission and values of the student agency.

STYLE GUIDE All the information you will need to successfully work in the Marquette brand.

CREATIVE TRAINING Learn the tips and tricks you need to become a professional graphic designer.

TECHNICAL SETUP The ins and outs of Libraries, project management and servers.

AGENCY WORK-FLOW Check out the agency work-flow for the Marquette ARTS’ music program.

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WELCOME TO THE AGENCY BEGIN YOUR CAREER PATH The Student Agency provides visual communication services to the music, theatre, and Diederich College of Communication programs. Through training and hands-on-experience, you will begin to develop your journey towards a career while gaining professional experience and building your portfolio. OUR VISION: We currently offer professional-quality graphic design and video production services within the college. Eventually, we intend to grow our agency to include social media strategy and to offer all agency services to Marquette University, local non-profits, and Milwaukeearea businesses. It is our intent to promote student agency services beyond the college so that our students can make lasting professional connections in Milwaukee.

OUR MISSION: We provide the bridge between the classroom and the professional world. As we work with students at the agency, we help them build their skills in marketing, graphic design, and video production through projects for the college. By the time the students finish the agency practicum, they will have a comprehensive portfolio of professional projects that will help them land their first professional internships and jobs. OUR VALUES: We deliver professional-quality work to college administrators, faculty, and staff on time and within budget. We continue to work on our projects until we get them right, while meeting our deadlines.

TRAINING MANUAL FOR

DESIGNERS

This manual combines the visual elements of Marquette’s brand identity with Adobe technology to teach you, the student designer, effective visual communication strategies. Using components of the MU style guide and step-by-step instructions, you will learn standard procedures, design processes and methodologies essential for professional graphic designers. Working in tandem with this training resource is a team of professionals proficient in project management, marketing, events planning and design.

MARQUETTE ARTS

PRODUCTION GUIDE

COLOR PALLET PRIMARY AND SECONDARY

STYLE-GUIDE

To maintain a unified corporate identity, all university programs use the Marquette “One Voice” color palette. Recognized for its energy and traditions, it consists of two primary and six secondary colors. All assets, logos, wordmarks and type will be created using this palette. To control color consistency across different platforms, color management must be understood and used. Color management will ensure your selected medium embeds the correct “color space” for optimal output. We have three color spaces to choose from, which include print (CMYK and Pantone formula), digital (RGB formula) and Web (HEX code).

CMYK PANTONE RGB Print Print Light/JPG

CMYK PANTONE

RGB

PRIMARY BLUE CMYK Pantone RGB Web

Primary Logo

: C100 M072 Y000 K032 : 281 : R000 G032 B091 : #003366

PRIMARY YELLOW CMYK Pantone RGB Web

: C000 M024 Y100 K000 : 281 : R255 G199 B044 : #FFCCOO

SECONDARY COLOR CODES & GRADIENTS

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CMYK Pantone RGB Web

: C100 M057 Y009 K052 : 7694 : R001 G066 B106 : #01426A

CMYK Pantone RGB Web

: C086 M008 Y000 K000 : 299 : R000 G163 B224 : #00A3E0

CMYK Pantone RGB Web

: C090 M048 Y000 K000 : 285 : R000 G114 B206 : #0072CE

CMYK Pantone RGB Web

: C000 M001 Y100 K000 : YELLOW : R254 G221 B000 : #FEDD00

CMYK Pantone RGB Web

: C000 M052 Y100 K000 : 138 : R222 G124 B000 : #DE7C00

GRADIENT COMBINATIONS PMS 285 C090 M048 Y000 K000

PMS 299 C086 M008 Y000 K000

PMS 7694 C100 M057 Y009 K052

PMS 299 C086 M008 Y000 K000

PMS 138 C000 M052 Y100 K000

PMS YELLOW C000 M001 Y100 K000

PRINTING OFFSET AND DIGITAL

is the process where four different ink colors are combined to create a range of printable colors. The “four-color” refers to the four color plates or presses used in offset the image. Offset refers the amount or distance by which something is out of line. FOUR COLOR, OFFSET SHEET FED PRINTING

CYAN, PRESS 1

JOHNSTON HALL

is the process where images are digitally transferred to paper using lasers, positive and negative static charges and either dry toner or liquid suspended toner particles. No plates need to be created and varying images can be transferred to paper quickly and efficiently. Digital presses differ from standard laser printers in the tight tolerances they are kept in, technologies developed in the offset world, and the graphics arts software that controls them.

MAGENTA, PRESS 2

JOHNSTON HALL

YELLOW, PRESS 3

BLACK, PRESS 4

JOHNSTON HALL

CM Y

CMYK

JOHNSTON HALL

DIGITAL PRINTING

OFFSET PRINTING, DOTS

JOHNSTON HALL

FOUR COLOR, OFFSET SHEET FED PRINTER

DIGITAL PRINTER

DIGITAL PRINTING, NO DOTS

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PRODUCTION GUIDE

GRID SYSTEM RULE OF THIRDS

STYLE-GUIDE

In graphic design, a grid is a mathematically sound structure made allows the layout to be broken into a 12 column module grid. The up of a series of intersecting guides. The guides help secure grid can further be divided by 3 to allow the artist to incorporate placement of objects by using elements of alignment, balance and the rule of thirds into any layout. line. Our grids are based on the 12 point leading system, which

RULE OF THIRDS

1 1

2 1 3

The Rule of Thirds in graphic arts is a technique used to establish the placement of text and objects using a 3 x 3 grid system. Imprinted on our face, it is further seen in methodology such as dynamic symmetry and the Golden Ration. Simply put, the canvas is divided by three rows and three columns. Natural and familiar guidelines are created where the vertical and horizontal lines intersect, creating optimal focal points. As a layout becomes more complicated, the guide can further be broken into 6th, 9th and 12ths.

2 3

12 COLUMN LAYOUT TEMPLATE, BASELINE GRID OFF DIMENSIONS 1440 x 2160 pt (20 x 30 inches) MARGINS

18 pt LIQUID GUIDE

42 pt GUIDES

12 x 12 BASELINE GRID

OFF

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12 COLUMN LAYOUT TEMPLATE, BASELINE GRID ON

CHEVRON & APEX FRAMING STRUCTURE

The use of the grid and guide system influences the framing structure of Marquette’s primary design elements, the Chevron and the Apex. Angular shapes coupled with bold colors create a striking visual component that supports unity across all relevant media. Image size, content and medium will determine which

assets works best with a layout. The Chevron must stretch across the entire width of the design, starting in the upper left-hand margin. It will not exceed the top 1/3 of the design. The base color can run the entire width of the design, or stop short on one of the horizontal guides.

CHEVRON To build a Chevron, begin with a base color and then add the graphic angular element on top. Chevron templates can be found in the CC Library or you can create your own.

CHEVRON

BASE COLOR

APEX The Apex is used with a top and bottom graphic element. The Apex can be found in CC Library or you can create you own. TOP APEX

BOTTOM APEX

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MARQUETTE ARTS

PRODUCTION GUIDE

LOGOS & WORDMARKS IDENTITY & PLACEMENT

STYLE-GUIDE

A primary client of The Student Agency is the Marquette ARTS’ music program. Housed in the College of Communication, it is part of the Marquette University arts experience. Each campaign or concert will incorporate three media channels, including a 8.5” x 11” flyer, a 20” x 30” poster and a 1280 x 720 px digital TV slide. For brand and content conformity across platforms, three visual elements will be used on all marketing materials. They include: 1) 2)

The ARTS’ wordmark (vertical & horizontal) The Diederich College logo

3) The ARTS’ web address

For visibility and impact, logos and wordmarks are separated from images and text but can be placed upon a chevron or an apex. For optimal impact, the three elements will be placed in an L formation that will frame the entire layout. PLACEMENT:

ARTS WORDMARK – HORIZONTAL, placed

in upper left corner.

ARTS WORDMARK – VERTICAL, placed

corner.

in center or upper left

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DIEDERICH COLLEGE LOGO

MARQUETTE ARTS WEBSITE

The Diederich College logo represents a strong and cohesive visual identity that supports the Marquette University brand. It is the college that houses the music minor and should be positioned in the lower right-hand location of the grid.

The Marquette ARTS’ website element is positioned at the bottom of the layout to anchor the composition with the college‘s logo.

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MARQUETTE ARTS

PRODUCTION GUIDE

PRIMARY TYPEFACE UNIVERSE

STYLE-GUIDE

Known as the greatest typographical achievement of the 20th century, Univers ® is Marquette University’s primary typeface. The Univers family is a simple, modern and versatile font that is the primary visual component of the Marquette brand. It is used on all marketing and advertising materials. The typeface offers a variety of weights and styles, which when combined, give an impression of rhythm and uniformity.

USES

For headline structures, Marquette University uses Univers Extra Black as its primary typeface. For the majority of The Student Agency projects, we will use Univers 57 Condensed and Univers 67 Bold Condensed typefaces.

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57 - Condensed

K X

L Y

M Z

67 Bold - Condensed

K X

L Y

M Z

UNIVERS

39 Thin Ultra Condensed 49 Light Ultra Condensed 59 Ultra Condensed 47 Light Condensed 47 Light Condensed Oblique 57 Condensed 57 Condensed Oblique 67 Bold Condensed 67 Bold Condensed Oblique 45 Light 45 Light Oblique 55 Roman 55 Oblique 65 Bold 65 Bold Oblique 75 Black 75 Black Oblique 85 Extra Black 85 Extra Black Oblique 53 Extended 53 Extended Oblique 63 Bold Extended 63 Bold Extended Oblique 73 Black Extended 73 Black Extended Oblique 93 Extra Black Extended

body size

x-height

DESIGNER ANDRIAN FRUTIGER FOUNDRY LINOTYPE

The Univers typeface is the name of a sans-serif typeface family designed by renowned font designer Adrian Frutiger. Adrian Frutiger began work on Univers in 1954, completing his design in 1957. It was then released by his employer Deberny & Peignot in 1957. Classified as a neo-grotesque sans-serif, it is based on the 1898’s German typeface Akzidenz-Grotesk and knowns as one of the most pivotal touchstones of the 1950’s Swiss movement. During his career, Frutiger continued to improve and expand the Univers family. Working with type foundry Mono-type Linotype designers, in 1997 Frutiger reworked the whole Univers family, thus creating Linotype Univers, which consists of 63 fonts. In 2010, Linotype extended the Linotype Univers family with true small caps and was renamed “Univers Next”. Univers has been employed in numerous applications including the original marketing for the periodic table, Apple’s previous use of Univers on its laptop keyboards, the 1972 Olympics, Walt Disney World road maps, or George W. Bush’s campaign logos in both 2000 and 2004, Germany‘s Frankfurt International Airport and the Montreal Metro System.

Frutiger

ascender line mean line baseline decenter line

When choosing font size, realize the body size includes leading. The box to the right is 24 points, and so it the type. You can see there is a difference in size. The reason being...... the body size includes the space before and after the ascender and descender lines 13 // 2018

MARQUETTE ARTS

PRODUCTION GUIDE

PHOTOGRAPHY BLENDING IMAGES & CONTENT

STYLE-GUIDE

Photography and imagery used for university marketing should speak to the event’s target demographic and align closely to the overall branding strategy of Marquette. The images should be vibrant, active and emotional while capturing the energy of the campaign. Photography and imagery can be categorized into three groups: people (portraits or candid), props (buildings, landmarks or objects) and editorial (capturing events as they happen or candid/natural look). Photos can be heavy in color showing a rich environment, or minimal and airy with space for overlays of text and graphic elements. If an image is not provided by the client, a stock image service can be used. Images used must be allowed for reproduction or reuse in a commercial setting, not contain a copywrite and be at least 3 MBs in size. Four great sources for images include: www. elements.envato.com www. pexels.com www.unsplash.com Google Search Once an image is found, it must be sized and resampled in Photoshop for proper output.

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DATE DUE

08/26/2018 CLIENT NAME

Marquette ARTS’ Music Program PROJECT

Create a campaign for the Baroque Concerto Grosso Friday, February 9, 7:00 PM Varsity Theatre, Admission is free Featuring Jan Walters on Trumpet

2018-2019

BAROQUE CONCERTO GROSSO Friday, February 9 | 7:00 PM Varsity Theatre | Admission: free FEATURING Jan Walters, Trumpet

marquet te.edu/arts

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MARQUETTE ARTS

PRODUCTION GUIDE

IMAGE SIZING & RE-SAMPLING PREPARING FOR PRINT AND DIGITAL PLATFORMS

The Student Agency recommends a media mix campaign consisting of three touch-points. In most cases, this will include a 8.5” x 11” flyer, a 20” x 30” poster and a 1280x 720 px digital TV slide. One primary photograph will be used for all three pieces, so the image chosen must be large enough to print legibly on the vertical 30” poster and wide enough to output properly on a horizontal digital slide. We accept images in the JPGs, PDFs, Tiffs, EPSs and PNGs formats as long as the file size is 3 megabytes or larger. If a client provides an image, it will be found in their job folder on the Wakerly Server. If no image is provided, use the guidelines found on page 19 to select one. You can also consult with the lead designer for alternative imagery. LOCATING THE IMAGE:

In the print world, image size (physical size) and images resolution (clarity & detail) are separate but analogous measurements that must be converted in similar ratios to ensure optimal output. This dimension/resolution dependency is typical of all raster artwork, which is made up of tiny squares coded to a specific hue. Unlike vector artwork that holds its resolution as you change its physical size, a raster image will experience degradation and become blurry if not size properly. To prevent degradation, Photoshop created a technique called re-sampling which uses algorithms to add or subtract pixels to an image’s color space based on output. During re-sampling, the image will not become clearer but will maintain its clarity as you increase or decrease its physical size.

DESIGN TRAINING

IMAGE SIZING AND RE-SAMPLING:

Using your InDesign mock-up, determine the actual physical space needed for the image. For this lesson, we need an image that is 16“ wide. The client provided us with a 2.6 MG PDF, so there should be enough data to work with. HOW TO SIZE AND RE-SAMPLE ARTWORK:

1. Open the image in Photoshop. Under the IMAGE Tab, click on IMAGE SIZE . You will see the image is 8” x 8” with a resolution of 300 PPI. 2. We need to double the size of the image to 16” while keeping the resolution at 300 PPI. To prevent any loss while increasing the physical size, click the Re-sample box in the Image Size window and choose Preserve Details 2.0 from the pull- down menu. 3. Change the width and hight to 16” and leave the resolution at 300 PPI. 4. Click OK. Rename and save the image as a Photoshop JPG if it has a solid background, or a Photoshop PDF if it has a transparent background. Place the original and Re-sampled image in the client’s job file. The original image will be re-size twice more; once for the flyer and once for the digital slide. SAVE IMAGE:

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PRODUCTION GUIDE

TYPOGRAPHICAL

HIERARCHY

THE FOUNDATION OF STRUCTURE AND ORGANIZATION

DESIGN TRAINING

Typography is the art of communicating the written word in an informative, artistic and visually appealing manor. This technique applies principles of art to type, while positioning the overall content in a seamless reading experience. To emphasize the message and influence eye movement, designers use a hierarchical structure that includes text groupings and levels. Each project created will incorporate the following five levels:

EXAMPLE HEADER SETUP

LEVEL ONE Level Two Level Three, Iquidem est as abo. Ihilloriorum soloribus aut renet aborem fuga. Nam es derrovid quam expel il moluptiam endigenem. Nequoditasi doluptae cus doluptat. Am conet eat que nulpa simaximiniti cuptas autat.Sed magnisqui berepud andigen imuscil isi occaes restio. Et ilisin numqui diti dolorem porero tenihitas eossequ isinven danimus, volescidis ipsaperum apereni musdae Level Four Nam es derrovid quam expel il moluptiam endigenem.

LOGO

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HEADER SETUP

content.

supports the introductory

is the most important visual element on the page. It should be immediately visible and the largest block of information. LEVEL ONE, HEADLINE

contains the main copy or message of your design. It can be long or short, but the primary concern is that it is easy to read and flows well. This is often the smallest text on the page. LEVEL THREE, MAIN COPY/TEXT

is any area that needs added visual attention or information. This is obtained by changing the size, weight or style of the level three type. LEVEL FOUR, SUB-COPY

are often small blocks of text that are grouped together to support the level one headline and adds more information. LEVEL TWO, SUBHEADS

BASELINE

GRID

WHY WE NEED IT A baseline grid refers to evenly spaced horizontal lines that align the baseline type, to the grid. For the majority of our projects we will be using a column grid with a 12 point baseline grid. There are 4 main types of baseline grids. Each has a different function as far as holding content and organizing assets. The four types include: MANUSCRIPT GRIDS — are the simplest and they work well when presenting large continuous blocks of text or images.

of our projects, we will be using the manuscript grid.

For the majority

COLUMN GRIDS —

work well when the information being presented is discontinuous and different types of information can be placed in different columns. MODULAR GRIDS —

work best for more complex problems where columns alone don’t offer enough flexibility.

HIERARCHICAL GRIDS —

can be used when none of the above grids will work to solve the problem.

Baseline grids play an important role in the foundation of graphic design and page layout. If multiple font sizes are used, a baseline grid will unify all leading. Two examples are shown below. The layout on the left is a 12 point baseline grid with Align to Baseline turned on. The layout to the right is a 12 point baseline grid with the Align to Baseline turned off. You will notice the type on the right is scattered and aligns according to body size and automatic leading. Align To Baseline Grid is a tool found under Paragraph, which can be turned on or off.

ALIGN TO BASELINE GRID TURNED ON

ALIGN TO BASELINE GRID TURNED OFF

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PRODUCTION GUIDE

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E B D L U O C THIS

G N I T S E R E T IN 21 // 2018

MARQUETTE ARTS

PRODUCTION GUIDE

CREATING YOUR

TECHNICAL SPECS

WORKSPACE

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Adobe Creative Suite has termed the phrase Workspace to mean the arrangement of tools, windows and panel displayed on your screen. Workspaces are preset or can be customized for a specific user. The main objectives of a Workspace is to streamline the work-flow, increase productivity and maximize screen space.

BUILDING A WORKSPACE To begin, click the WINDOW Tab ->WORKSPACE-> [TYPOGRAPHY]. The Typography panel will appear,

TOOLS IN THE PANEL

When the tools are stacked in the dock panel they are inactive. To activate any tool, click its name. A pop up menu appears containing the tool’s features. You can leave this menu open, or collapse it by pressing the << icon, located in the upper right corner.

listing tools specific to typesetting. These are the same tools found in the Control Panel, but grouped and stacked according to you.

POP UP MENU

TOOLS

DOCK PANEL

FLY-OUT MENU

Most pop-up menus contain advanced tools found under the Fly-out Menu. This menu is opened and closed by clicking the icon, found in the upper left corner of the pop-up menu.

MOVING, ADDING & DELETING PANELS

To move the entire doc panel, click on the upper portion of the frame and drag it to its new location. To add a new tool to the panel, go to the WINDOW Tab and click on the tool. The tool’s pop-up menu will appear. Grab it by the frame and drag it into the doc panel. To delete a tool, click on the tools frame and drag it from the doc panel. Click the X in the upper left corner of the panel.

POP UP MENU FLY-OUT MENU

FRAME DELETE TOOL NAME

Once you have all the tools you need, you can save your workspace by going to the WINDOW Tab >WORKSPACE-> NEW WORKSPACE. You will then name it. 23 // 2018

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PRODUCTION GUIDE

& VIEW

TECHNICAL SPECS

PREFERENCES

Preferences are options that specify how your document, text, grids and measurements will be handled. Once set, you will use the Type and View tabs to adjust CHARACTERS, GUIDE , and GRID views.

1. ADJUSTING PREFERENCE FOR MEASUREMENT

Click the INDESIGN CC Tab->PREFERENCES UNITS AND INCREMENTS. Set the Ruler Units as seen above. ADJUST PREFERENCES FOR ESTABLISHING GRIDS 24 // 2018

Click the INDESIGN CC Tab->PREFERENCES->GRIDS. Set the Baseline Grid as seen above.

2. VIEW CHARACTERS Click on the TYPE Tab, scroll down and click SHOW HIDDEN CHARACTERS

3. VIEW GRIDS & GUIDES D. Click on the VIEW -> GRIDS & GUIDES. Click on SHOW GUIDES and click on SHOW BASELINE GRID.

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MARQUETTE ARTS

PRODUCTION GUIDE

MANAGING

SERVER & FILES The Marquette ARTS’ music program consists of 6 programs, 22 concerts and 22 separate campaigns. A typical music campaign includes a poster, a flyer and a digital TV slide. To maintain brand consistency across the 66 pieces, the Marquette style-guide and templates will be used. All job assignments, client artwork and

text can be found in Asana, our project management software. The templates we will use are found on the Student Agency Server under AA STUDENT AGENCY->TEMPLATES_ALL_12_PT_FOLDER

FILE MANAGEMENT File management is the technique of using strict protocol for naming and archive files. The agency uses a system of naming that includes the CLIENT NAME, the PROJECT NAME, the VERSION, the MEDIA, the current DATE and the your INITIALS. A typical file name for the music program can look like: MUSIC PROGRAM_ORCHESTRA_COMP_POSTER_0712_KZ. indd. As the project moves forward and a layout is approved, the file will be copied, purged down to the approved layout and renamed Alpha. The original comps should not be deleted but saved to client’s job folder. AGENCY SERVER The Student Agency Server is agency’s main device for sharing, housing, saving and archiving college projects. You will be granted access to the server and its password upon completion of this training. To begin this project, go the server and drag to your desktop the folder TEMPLATES_ALL_12 PT_Folder.

TECHNICAL SPECS

COMP VS. ALPHA FILES In graphic arts, it is normal for a designer to create a series of creative concepts before deciding upon the final piece. Known as the comprehensive layouts or COMP, these designs explore text and image relationships while incorporates the message of the client. Upon assessment, one COMP will be selected by the lead designer to be taken through to complete development. This is the design that will be presented to the MSM. Upon the MSM’s approval, the COMP will be presented to the client. While the comp file will contain several samples, the ALPHA file will contain just the final product, which is both print and digital formated/ready.

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VIEW SETTINGS

CC LIBRARIES The CC Libraries is a collaboration tool offered by Adobe that acts similar to a cloud server. CC Libraries can group together color pallets, text styles and graphics according to clients and projects. Libraries can be build from the ground up, manipulated and shared with team members. As you move between Adobe applications

and devices, your libraries automatically syncs to your Creative Cloud account. As such, you must be connected to Wi-Fi for CC Libraries to work. For our sake, you will be assigned to three libraries. They include: Marquette Print, Marquette RGB and GLEFF.

USING CC LIBRARIES To view your CC Libraries tool, click on the WINDOW Tab->CC LIBRARIES. To select a library, use the pull-down menu found on the panel. To import a color swatch into your document, double click the color in the libaray and it will import it into your document. To import an entire color theme, click on theme an choose Import Library from the = menu. To import graphics into your document, click on the item and drag it into your file. The libraries assigned to you cannot be changed unless granted permission from the author. However, you can create you own library by using the = icon. To add colors or graphics to your library, use the icon on the bottom of the panel.

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THE MUSIC PROGRAM A G E N C Y W O R K- F L O W

PUTTING IT ALL TOGETHER

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6 PROGRAMS 22 CONCERTS

text break - place in image or color

MARQUETTE UNIVERSITY

2018 - 2019 MUSIC PROGRAM 29 // 2018

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WORK-FLOW THE CREATIVE PROCESS

A creative work-flow is the process by which a team of professionals generates, approves and signs-off on a project. This standardized process guides you through a project by pointing out resources, identifing collaboration, providing assessment and concluding with a secured deadline.

Client Meeting The Marketing Services Manager meets with the client. A creative brief is construction based on the client’s needs and goals. Most campaigns will begin with a poster and expand from there.

1 Research Depending on the assets provided, you may need to research your project and or search for new images. This could include Googling your client’s past events, reviewing social media pages or finding inspiration from another artist’s composition.

4 Critique Present the comps to the graphic design lead for self-assessment and feedback. The graphic design lead will help you determine which layout to move forward with, and how to improve it.

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Assignment/Notification The Marketing Services Manager places the creative brief into TeamWork, our work-flow software, and assigns it to a designer. The designer will be notified of the campaign assignments via MU email.

2 Conceptualize When all your assets are acquired and your research completed, start to mock-up your layout using the InDesign template. Experiment with type treatment, image use and brandapproved colors.

5 Revision, Critique, Alpha Revise the approved comp and present it to graphic design lead for a second critique and possibly a third. The final comp or alpha file will be presented to the Marketing Services Manager for both final and client approval.

Assets and Copy

The notification email will provide you a link to TeamWork where you will find your instructions, the campaign’s assets, copy and the folder’s location on the Wakerly Server. Go to the server, download the folder to your desktop and open it to be sure all your assets are there.

3 First Set of Comps You should strive for at least three layouts/comps. The layout can be loose, but the overall message should be clear.

6 Output Once the client signs off on the poster, you will use the layout to create a flyer and digital slide. Because size and output will change, all work will be subjected to final approval before being sent to the printer and the Office of Marketing & Communications.

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MUSIC PROGRAM TEMPLATES & TEAMWORK

The Music Program is one of the Agency’s largest clients. We create marketing material for all 22 concerts. Each concert or campaign consists of a poster, a flyer and an Axis TV slide. To maximize work-flow, a template will be used to begin each project. The template will consist of several Master Pages, each designed with a different page size and grid system. The pages include: 1. 2. 3. 4.

20 x 30 inch poster called POTA 30 x 20 inch poster called POTB 8.5 x 11 inch (letter size) flyer called FLYB 1280 x 720 pixel TV slide called AXIS.

The poster and flyer contain margins (no bleed) represented by the purple most outer lines. The inside area is considered “live” so artwork must stay inside the margins. Red guide lines are used to help align text and logos. The digital slide uses the entire layout to achieve optimal output, but guides are used for alignment purposes.

View Modes

The template will be housed on the Student Agency Server under AA STUDENT AGENCY>TEMPLATES_INDESIGN->TEMPLATES_ALL->TEMPATES_ALL_12 PT_FOLDER. Take the entire folder and drag it to your desktop. Open the template. You will find several posters already constructed. These are examples, and do not need to be used. Rename the folder and files with the campaign (MUSIC_JAZZ_COMP_1020_KZ) This will become your working file. Though you will work from your desktop, at the end of the workday you must package your file and drag it to the server. All music campaigns folders will be housed under MUSIC PROGRAM_COMM and listed by the date of the event.

A G E N C Y W O R K- F L O W

Once you have your template opened and renamed, open ASANA and find your instructions. I like to copy and paste all content and instructions into my template. Look for an image. If one was provided from the client, open it using Photoshop and determine if the size and resolution will work with your layout, as described in page 18. You will size, re-sample and save the image to its appropriate physical size and place it in the client’s folder on the server. Place it in the document as well. Begin to conceptualize an idea based on your instructions, research and influences. Try to determine which colors, logos and elements will work best with your layout. If the original photograph is not working, find an alternative. Be sure to use your guides to establish placement and balance of all assets. You will need to create a minimum of 4 poster layouts or “comps” per campaign. These comps will be presented to the group during our weekly meeting.

Master Pages

COMP ONE

COMP TWO

COMP THREE

2017-2018

AN ALL-BACH RECITAL FRIDAY, FEB. 9 | 7:00 P.M. VARSITY THEATRE | ADMISSION: FREE FEATURING Sergio Pallottelli, Flute AND Francesca McNeeley, Cello

marquet te.edu/arts marquet te.edu/arts

Indesign Template 32 // 2018

marquet te.edu/arts

MUSIC PROGRAM TYPE SETTING & PARAGRAPH STYLES

It has been said, “great typography skills are the beginning and the end of success in graphic design.” Good Typography has two parts: visual and technical. By technical, we refer to the kerning, tracking, spacing and sizing of your headings and body text through the use of Paragraph Styles, Character Styles and Tools. It also means using text boxes sparingly.

PARAGRAPH STYLES

Paragraph Styles is a tool found under WINDOW->STYLES->PARAGRAPH STYLES that allows you to create rules for text groups, which can be then be saved in the document or imported into CC Libraries. We use this tool to maintain consistency from project to project, and to save time when editing. To use the template’s Paragraph Styles, simply highlight the text and click on the grouping’s style name. Like all tools, there are several editing functions found withing the frame and fly-out panels.

SPACE AFTER

The final process in typesetting is the understanding and use of SPACE AFTER. Space After is similar to leading, allowing a single “return” to separate groups of text. In type setting, the less return the better. As you add your text groups, you will use the Space After to separate them.

Below is the primary text layout of the poster’s template. The column on the left explains the rules applied to the text group. Universe Cond is the text type, which is followed by the text size in points. Space After is set to 27 points, meaning there are 27 points separating the two groupings. This is then followed by a hard return. On the bottom, Space After is replaced with leading. This change is due to the complexity of the grouping. Year (Header Setup) UNIVERS 67 COND 48 pt, Space After 27pt, HR

2018 - 2019 You can vary the type size

Event (Headline) UNIVERS 67 COND 108pt, Space After 27pt, HR

BAROQUE CONCERTO

Day, Time (Main Copy Text) UNIVERS 57 COND 48pt, HR Location & Cost UNIVERS 57 COND 48pt, leading 46pt, Space After 39pt, HR Feature (Alt. Main Copy Text) UNIVERS 67 BOLD COND 36pt, leading 36pt, HR Guests Names UNIVERS 57 COND 36p, Leading 28 pt

2018-2019

SUNDAY, FEB. 9 | 7:00 P.M. | VARSITY THEATRE ADMISSION: FREE

BAROQUE CONCERTO GROSSO Friday, February 9 | 7:00 PM Varsity Theatre | Admission: free FEATURING Jan Walters,Trumpet

FEATURING MUSIC BY Jan Walters, Trumpet marquet te.edu/arts

33 // 2018

MARQUETTE ARTS

PRODUCTION GUIDE

MUSIC PROGRAM RESIZING & SCALING FOR THE FLYER AND TV SLIDE

After your comps have been seen, and one has been approved by the create director as the Omega, you will need to create the 8.5” x 11” flyer and 1208 x 720 pixel Axis TV slide to complete the marketing campaign. You will use Master Pages and Liquid Page to resize and scale the original poster to fit the new dimensions. This will all be completed in the same file. RESIZING THE POSTER TO A FLYER USING LIQUID PAGE

1. 2. 3. 4.

Using your Pages Panel, duplicate the poster. Click on the second poster and click the Page Tool button found on the on the Tool bar. You will notice your document’s frame has white boxes in the corner. This means it has becomes active. Once active, the Control Bar at the top of the page will change to the Liquid Page layout tool menu. Using the Liquid Page Rule, pull down the menu to Scale. Using the W: and H: boxes, change the W to 8.5” and H to 11”. Or you can use the pull down menu and choose Letter.

MASTER PAGES

5. 6.

Your document will change size as well as your assets, but you need to set your guides found in the Master Page FLYB. In the Pages Panel, grab the Master Page FLYB and drag it on top of the resized flyer. You will now see your grids and guides.

Even though your poster has been scaled down to letter size, it is not a perfect ration of a 20 x 30 inch poster. This means you still need to manipulate your artwork so it fits properly to the margins. SCALING TEXT SIZE

The last step is to resized your text to its actual size. As it stand, it is still the original size text--just scaled down. If you highlight the headline, and look at it type size in the Control Bar, it will read 108 (43)pt. This means it was 108 pts but now is 43 pt. To change the text to its actual physical size: 7. Select the text-box. 8. Under the most right hand panel, scroll down to Redefine Scaling as 100%. Highlight the headline and you will notice the point size is now 48 pt.

A G E N C Y W O R K- F L O W

Control Bar

5/6 2017-2018

AN ALL-BACH RECITAL FRIDAY, FEB. 9 | 7:00 P.M. VARSITY THEATRE | ADMISSION: FREE FEATURING Sergio Pallottelli, Flute AND Francesca McNeeley, Cello

34 // 2018

MUSIC PROGRAM RESIZING & SCALING FOR AXIS TV

Resizing the poster for Axis TV will take a bit more time due to the horizontal orientation of the slide and the fact it needs to be changed to the RGB color mode. Using the same directions as the flyer, under the Liquid Page layout tool menu change the W to 1280 px and H to 720 px or use the pull-down menu and choose AXIS TV. You need to reposition the text and objects manually. This will cause your original layout to shift significantly. RGB COLOR MODE

Within one InDesign document, you can use both the CMYK color mode and the RGB color mode. To ensure we obtain the most accurate color on screen, we will use the RGB mode for the Axis TV. This means switching out all type and assets to the RGB. RGB COLOR PALETTE

Highlight your text and click on the Swatch Palette. Change the color from CMYK mode to RGB.

2018-2019

BAROQUE CONCERTO GROSSO

2018-2019

Friday, February 9 | 7:00 PM Varsity Theatre | Admission: free FEATURING Jan Walters,Trumpet

BAROQUE CONCERTO GROSSO

Friday, February 9 | 7:00 PM Varsity Theatre | Admission: free

FEATURING Jan Walters,Trumpet

marquet te.edu/arts

CMYK Flyer & Poster marquet te.edu/arts

RGB Slide

RGB ASSETS AND LOGO

Open the CC Library and switch your library to Marquette RGB. Delete the assets on the page and replace them with the RGB .

35 // 2018

MUSIC PROGRAM EXPORTING FOR OUTPUT

The new Omega file will contain three projects: the 20x30 inch poster, the Letter size Flyer and the Digital Axes TV. Since each projects is a different, each project/page needs to be exported separately according to its final format need. EXPORTING FOR PRINT AS A PDF IN CMYK COLOR MODE

Once your layout is completed, you need to package the file, replace the file name compt to Omga, and place the folder on the Wakerly Server under the concert/date’s folder. FILE-EXPORT and choose JPG. Click SAVE. Another window will appear. Under IMAGE choose the following setting. EXPORT.

EXPORTING FOR RGB