FINAL PROJECT: SELF-PROMOTIONAL VISUAL IDENTITY PACKAGE
Thursday, November 29, 2012 – FINAL CRITIQUE
(Come on time and be prepare to be in Class for the full period.)
Project Deadline & Critique. Formal Presentation Format. Dress appropriately.
Introductory Reading
Capitalism and Creativity: Your Service Is Your Product
The word “Capital” is synonymous with the word “Resource.” Resource is defined as a reserve supply of something such as money, personnel, or equipment; a natural, economic, political, or military asset enjoyed by a nation, for example, minerals, wealth, labor…or military personnel; a source drawn on by a company for making profit, for example, personnel, capital, machinery, or stock.
We function in this viable society by way of Natural and Synthetic Resources. Those who control the resources control the environment. When individuals’ consumption of the resources outweighs their production of resources, they put themselves into the position of servant to those who do the producing.
All who seek prosperity must recognize and adapt themselves to the system that controls all approaches to fortune, large and small. America is a capitalistic country developed through the use and exchange of capital. We seek liberation in this capitalistic society but we don’t realize that our freedom can only be initiated by strengthening our economic foundation as a whole. This allows us the wealth and leverage we need to compete in this society. The accumulator of this wealth must realize that neither progress nor opportunity would be available to us if organized Capital had not provided these benefits. The progress of Capitalism is based on an equivalent value–for–value exchange.
Who will be the visual psychologist that will communicate to a targeted audience the existence and availability of the various resources of the world? This is what advertising design is all about.
Objective
You, as artists and designers, possess the product of creative services. You all specialize in diverse forms of creativity and it is your objective to choose a distinct target audience to market your creative services. You will create your own self-promotional package to promote your creative services.
Assignment
Design an original promotional package to be used to market your own creative services. This theme-oriented design should be based on an identifiable metaphor that relates to you and/or your talents and skills.
Target Audience
The following agencies, firms and studios have interests in acquiring your talents:
- Graphic design firms
- Advertising agencies
- Printers with in‑house art design‑staff
- Sign & display companies with in‑house art and design staff
- Corporations with in‑house creative or design service
- Publishers: newspaper, magazine and book
- Television stations with in‑house art & design staff
- Associations with publication/public relations departments
- Audio-Visual presentation specialists
- Package design firms
- Animation studios
Specifications
1. Select a Theme or Metaphor
Definition
1) The application of a word or phrase to somebody or something that is not meant literally but to make a comparison, for example, saying somebody is “a snake.”
2) All language that involves figures of speech or symbolism and does not literally represent real things.
3) One thing used or considered to represent another.
2. Corporate colors
Limit – 2 PMS colors that represent your professional (corporate) image.
3. Graphic Mark
Must be designed in 2 versions:
- Black/white (graphic mark only)
- Color
4. Stationery System
Reading Assignment: Stationery Systems: Style, Format, Layout, Color and Typography
http://www.tonymceachern.com/stationery-systems-style-format-layout-color-and-typography/
- Business card (standard size is 3.5” x 2” but your are not limited to this size)
- Letterhead 8.5” x 11”
5. Media Applications
- Brochure – 4 panel (16”w X 4”h flat / folded to 4”w X 4”h)
- 2 colors (see corporate colors item 2 above. If using photos or original art, you may run your artwork in full color.)
6. Mandatory Content for Brochure
- Title Page
- Bio Sketch (1 to 2 paragraphs)
- Work / Freelance Experience
- Education
- Work Samples
Final Project Timeline:
I. Introduction to Self-Promotion
Tuesday, October 30, 2012
Lecture(s):
1. The Business of Advertising Design (PDF)
2. Self-Promotion and Marketing (PDF)
Homework: Work on concepts and sketches over the break. Be ready to show ideas on Thursday.
II. Metaphor selected and Corporate Colors and Graphic Mark
Thursday, November 1, 2012
Lecture: Stationary Systems – The Second Component of Visual Identity
Studio Work: Instructor will review of Rough Sketches. Designer will provide at least 10-15 brainstormed comps in the form of sketches. Instructor will advise on the selection of the best idea(s).
Tuesday, November 6, 2012 (ELECTION DAY – VOTE EARLY) through Tuesday, November 27, 2012
Studio work. Finalize Graphic Marks in digital format (vector/eps) and apply to stationery system. Design Stationery Systems (business cards & letterhead) in digital format. Create Visual Impact brochure. There will subset critics / reviews of your work and, just as in the previous project, you must go through the “approval” process before you go to successive step in this process.
Business Card 3.5” x 2”
- This size is a standard for business cards, but you are not obligated to stick to these dimensions.
Letterhead 8.5” x 11”
- Review your Graphic Mark and Stationery Systems with the instructor and begin design of the 4–panel brochure.
- Studio work. Finalize Brochure Design and any aspect of the stationery system that is not completed at this point. Collect for Output and prepare work for print production.
Brochure Design: Cross-media Application The Third Component of Visual Identity
- Brochure – 4 panel (16”w X 4”h flat / folded to 4”w X 4”h)
- 2 colors (see corporate colors item 2 above. If using photos or original art, you may run your artwork in full color.)
Thursday, November 29, 2012 – FINAL CRITIQUE
(Come on time and be prepare to be in Class until 6:30pm)
Project Deadline & Critique. Formal Presentation Format. Dress appropriately.