Briefs/Notes. by sophie wilson

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lnte.nrrional Society otTypographic D6igne6

ON YER BIKE . . . IN PARTNER5HIPWTH

Erik Spiekermann

As cities around the world introduce schemes to

rent bicycles, these are becoming more popular travel options for tourists wanting to see as much as possible in a limited time - cheaper than taxis, more to see than using the metro, unlimited mileage, no timetables to check and no carbon

footprint. Similarly, more residents use bikes

the better all-round, healthier option. However, what you gain in some ways you lose in others. lf you walk you can check your tourist guide map or even ask someone for directions. ln a car you can use your 'sat nav'. How do you find your way around a city while riding a bicycle? How do you know what are safe, interesting and short routes? How could you be

given cultural or event information, for instance, that enriches the potential of a journey? Reading a map while riding a bike is not a skill

worth trying to develop or refine So, is there an alternative?

we suggest.

What could the city provide to aid cyclists? Cycle Lanes provide designated ways but the pressure to provide for other traffic makes these impossible in most city streets. There are sat navs for bikes but they don't yet offer that local knowledge of where

what are short cuts that suit cyclists and what routes offer a great experience. is safe,

Our existing street signs and surfaces display national and internationally accepted symbols with location-specific names and language. Could we supplement these using a 'hobo code' that is transient? Could we amend the existing signs and information systems, the street surface or explore the architectural features of the city

street - or examine electronic possibilities that will satis! the needs of the target market?

The Brief We want you to create an information system

for cyclists to find their way around cities. While we want you to consider the factors already mentioned, we want to see fresh thinking on what cycling in the city can offer and how the city can expand the potential for residents and visitors to cycle. The system will require expression through

appropriate media and will need information materials and promotion. Use any media you think will work is

yours

the choice

as long as it has a solid idea, informs

and shows your typographic skills. Remember that words and language are our collateral and that your submission should be essentially typographic.

Target Audience Tourists and cyclists of all ages

Requirements

. . . . .

Research and Development

Strate$/ Speclfications/Crid(s) Dummy/Prototype(s) Presentation

Cross-reference this proicct brief with the'Assessment Criteria' sheet. Submissions will only be accepted in one robust portfollo no larger than aa.

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FAKERY Fake is

old as the Eden Tree.

Orson Welles

The

Brief

-that

informs the richness of narrative in drama and literature when it is.

The English language has many synonyms for the word 'fake'- forgery, counterfeit, copy, pirate, sham, fraud, hoax, imitation, mock-up, dummy, reproduction, phoney, rip-off, dupe .... In our everyday use oftypefaces we encounter faces that are re-named to avoid copyright issues

or paying licence fees, but the history of typeface design is rich in faces that that are based on existing faces - that in turn were based upon even earlier faces . . . such is the evolutionary design processl These are not fakes but there is, at times, a fine line of .distinction.

From Del-Boy to Dali, Fake Tans to Fake Twitters, Faux Pas to Folties, the subject offers a wealth of possibilities for research, interpretation and visual communication.

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Explore the wonderfulworld of 'fakery'

surprise us with your ingenuity and The history of the world is peppered with fakery and falsehood. We are surrounded by it in life and in naLure. Fakery need not always be malicious or disinetnu&s - think of creatures mimic their surroundings - but it certainly

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thinking.

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Use print, screen, combined media - the choice is yours - as long as ii has a solid idea, informs and shows your typographic skills. Remember that words and language are our collateral and that your submission should be essentially typographic.

Target lAarket Define your market, and how you will target it, in your Strategy.

Requlrdments

. Research and Development . Strategy . Specifications/Crid(s) . Dummy/Proiotype(s) . Presentation

Cross-reference this proiect brief with the'Assessment Criteria' sheet. Submissions will only be accepted in one robust portfolio no larger than le.

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l.lemational So.idy ol Iypographic Detigne6

FLATLAND

approach. you the content, we are directing you

With this brief we take

different

Rather than offer a theme that requires

you, as is the navigltibn of the piece, its viewer/ reader/user engagement, its scale, simplicity, complexity, composition.

to generate towards existing content - the Victorian (1 884) novella Flatland by the English schoolmaster, What can it become? There is a quote in the film Amadeus ihat says if you have four people Edwin A. talking at once, then that's an argument . . . if you have four people singing at once, then You will find a mass of references and the

Abbott.

text freely available

The

online.

full

thafs Opera.

Brlef

Make an opera, not an argument!

Your task is to produce a proposal for a new

necessarily as text

Target Market edition of Flatland that doesn't Define your market, and how you will target it, engage with the conventions of 'the book' inyour Strateg)l. we understand them, although it may have matter, pages and a cover - or not. lt could be a pamphlet, a chapbook, a poster, a landscape, Requlrements Research and Development a happening, a dream, an installation, atext,

. . . lnterpret the text typographically - you can be as . ambitious as you wish to be, but you must deal . sound piece, an animation, a

moment.

with the full contents of at least one chapter and show how the rest of the text would

develop.

Strategy Specifications/Grid(s) Dummy/Prototype(s) Presentation

Cross-reference this proiest brief wlth

the'Assessment Crtterla' sheet. There are no restrictions, no conventions, no rulss, no given formats. Static work, image, physical, virtual, ephemeral are all up

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Submissions will only be accepted ln onc robust portfolio no larger than au.

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MUTTON QUAD

Do we need more food programmes on

television? how the typographiciheme could permeate

we all aspects of the place. $|g|3g[!sh *itnday. Parma HaE15e r[sgb!.]:jn !!s !!-e? What are Everyaspectoffood,itsproIuction.delivery,t@dinterior?

With channels devoted entirely to the topic can travel the world o{ eating24 hours a purchase and preparation is analysed,

theorised,

How can it be promoted?

visualised and criticised. Use print, screen, combined media

Cood restaurants, bad restaurants, restaurants, amateur restaurants restaurants in people's living rooms for the

producers.

celebrity even arefodder

yours

the choice

as long as it has a solid idea, informs

and shows your typographic skills. Remember that words and language are our collateral and that your submission should be essentially tYPograPhic.

While this may inform and enable us to be more innovative in our cooking there is still something Target Market Define your market, and how you will target it, appealing about going to a restaurant. lt may in your Strategy. a business lunch, dinner for a special occasion lunch with the family, but one factor is always a

be or

the Requlrements that . Research and Development . successful.

consideration - the type of restaurant offers appropriate environment, food and drinks will make the occasion

. We want you to create a concept for the branding .

The

Brief

of atypographicallythemed restaurant, hence the title Mutton Quad. l{ you don't get the pun check it out - it's only a working

title.

the but

This should be a thorough appraisal of possibilities of not only the visual identity

l[llu,r%,o"rror,r,, Dummy/Prototype(s) Presentation

Cross-reference this proiect brief with the Assessment Criteria sheet. Subrnlssions will only be accepted ln

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LEVEL06

BA (Hons.) GRAPHIC DESIGN Module Code

OUGDsOl

Module Title

DESIGN PRACTICE III

Semester I t Doc. Code I OUGD301

Brief/Session/Document Title Juice'Rip It Up' Reunion Tour Promotion

Brief Design a range of both printed and digital promotional material for the hypothetical reunion tour of '1980's indie- rock innovators, Glaswegian band, 'Orange Juice' in their 2013 'Rip lt Up'tour of the United Kingdom.

Background / Considerations

Potential design processes and outcomes. Research history of the band and discography for programme and editorial designs (print and web). Research gig locations throughout the United Kingdom, along with average gig prices, memorabilia sold, etc. Research existing designs for the band- record sleeves, album covers, Graphic Design, etc. Consider audience- promoting to existing 1980's- era fans, and new, contemporary audiences.

Mandatory

Requirements

design

and record

Research existing promotional for gigs/music Research 1980's Graphic Design the influence of Orange Juice's cover Research extensive history background of the Research venues and media designed throughout United Consider retail value of products for profitable mark- up of merchandise

festivals.

art.

Deliverables

and band. promotional the Kingdom. a sold.

Printed programme for audience members and memorabilia (t-shirts/badges/Live tour CD) Printed advertising posters/banners/flyers Web- based advertising posters/e{lyers Gig tickets Gig wristbands Website (ticket purchasing, tour dates and venues, news, events) Web design for social media (Twitter, Facebook, etc.)

June 2013 fiBC)

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BA (Hons.) GRAPHIC DESIGN

Code Module Title Module

OUGD301

DESIGN PRACTICE

lll

Semester I t I Doc. Code I OUGD301

Brief/Session/Document Title of Leeds Ballet

Brief Define a brand identity and promote the acclaimed University of Leeds Ballet Society to both student applicants, and the public, to promote the shows and performances that are held each year by the ballet students and various society classes.

Background / Considerations

Potential design processes and outcomes. Budget (as determined by the President of the ballet society, potentially effect units/quality of design outcomes). Research other ballet groups (local and national) for brand identity and promotion inspiration and contextual research. Flesearch existing design for the society. Consider audience- both student applicants to ballet society as well as performance audiences.

Mandatory

Requirements identity groups

Deliverables

Research existing brand promotional design for ballet and Discuss budget/time (performance deadlines, Discuss product outcomes Research audience and content/themes of performances for appropriate of visual and design

societies.

restrictions etc.). required means communication. -

Brand identity (logo, custom typeface) WebsiteAffeb design Web- based advertising posters/e{lyers Performance print/digital promotional media (posters, flyers, e-flyers, web banners) Perlormance invitations Branded print stationary (business cards, letterheads, envelopes) Web design for social media (Twitter, Facebook, etc.) Customised society clothing (t-shirts, jumpers, Ieotards, etc.)

Module lleadllne June 2013 (l-BC)

This brlef should be read ln conjunctlon wlth the module brlef. PIease relcr to mojul-e lilormatlon . at E-STUDIO for module brlef, submlsslon deadtlne, oraded outcomei'and turthei rbialnA.

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Code OUGD301 DESIGN PRACTICE lll Module Tiile

Module

Semester I Doc. Code

I OUGD301

Brief/Session/Document Title

Jessie Brief Develop a contemporary and visually communicative brand identity for Leeds College of Art BA (Hons) Photography student, Jesssie Leong, with a range of both print and digital design outcomes.

Background / Considerations - Potential design processes and outcomes - Research existing photography branding, and create a SWOT analysis of Jessie's contemporaries - Research Jessie's existing photography portfolio and appropriate means of branding and visual communication through both print and digitaldesign outcomes - Time management through a live brief - Consider appropriate means of promotion for the industry (networking/print, etc.) - Budget (may effect quality/quantity of outcomes produced)

Requirements - Discuss deliverable specifications - Consider budget limitations - Create schedule/plan for required product outcomes - Research the industry (branding) and Mandatory

Deliverables

Print- based stationary branding (business cards, letterheads, invoices) Print and digital portfolio Website and online presence Overall brand identity (logo, typeface)

the client's contemporaries

Studio

Deadline

June 20'13

[l.BC)

Module Deadline June 2013 [IBC)

This brief should be read in conjunction with the module brief. Please refer to module information at E-STUDIO for module brief, submission deadli!e, graded outcomes

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BA (Hons.) GRAPHIC DESIGN Module Code

OUGD3Ol

Module Title

DESIGN PRACTICE III

Brief/Session/Document Title Gift Set Brand & P

Semester I t Doc. Code I OUGD301

Brief

Brief Create a consistent, high-end, branded gift set of honey products (with recipe book) to promote honey as a diverse and quality ingredient, (hypothetically) raising profits from retail sales for honeybee charities across the United Kingdom.

Background / Considerations Throughout both the United Kingdom and the world, honeybees are currently highly vulnerable on the endangered species. As well as pollenating plants and benefiting the Earth's ecosystem, honeybees provide us with a wonderfully diverse range of products from honey- including the traditional runny honey, to royaljelly, to beeswax beauty products. By creating a promotional, branded, luxury gift set, I hope to promote the diverse range of recipes that traditional honey can be used in, and going on to promote the plight of the honeybee, and why honey products throughout the United Kingdom and the world should be supported. Audience, retail environment and product outcomes are a necessary consideration, and will be developed upon though extensive research and rationales.

Mandatory Requirements

Research existing honey products within the gift industry. Research honey recipes for content and contextualisation. Produce a range of high-end branded product outcomes. Promote honeybee charities throughout the United Kingdom to tie in with retail purchase (donated profits). Work ethically and sustainably with responsibly- sourced materials.

Deliverables

Brand identity (logo, custom typeface) Retail environmentdesign/promotion Consistently branded packaging design Branded Honey recipe book Branded Honey dipper utensil Branded Honey jars (min. 4- clear, runny, thick, opaque [explore floral types, e.g lavender, rose]) Printed advertisement (food/online gift magazines)

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