Fall Outline

DESIGN FOR ADVERTISING I
Course Outline

I. Introduction to Advertising:

  • Introduction of the Instructor
  • Student Portfolio Review
  • Capitalism and Commerce: A Capitalistic Breakfast.
  • The Marketing Mix: The ‘5’ P’s of Marketing.
  • Advertising, Psychology, and the Visual Communicator.

II. The Business of Advertising:

  • Careers in Advertising
  • The Ad Agency vs. The Design Firm
  • Communicating Corporations, Institutions, and Organizations
  • Intellectual Property, Trademarks®™ and Copyrights©

III. Strategic Thinking and creative approaches:

Workshop: Approaches in designing the Graphic Mark.

  1. Lettering and Typeform
  2. Symbols, Icons and Characters
  3. Combining Type and Symbol

Tutorials:

  1. Using Adobe Illustrator® as a tool for designing identity.
  2. Layout and Design techniques with Quark XPress ®.

IV. Layout and Design: Communicating using the visual language

  • Typography
  • Layout and Composition (Developing Grid Structures and Page Architecture)
  • Color Theory
  • Working with Photography and Illustration
  • Producing Finished Work

V. Visual Identity:

  • Introduction to Visual Identity Design.
  • Three Major Components of the Visual Identity Program or System.
  • How does Visual Identity work in Corporate Communications?

VI. Visual communications: SELF-PROMOTION and marketing
Putting it all together in a comprehensive self-promotional visual communications project.

  • Project 5 (Final Project): Comprehensive Visual Identity Design Project using the Metaphor and a Visual Language
    Final Critique: Self-Promotional Package

Projects

  • Project 1: Designing Identity: The Graphic Mark
    Informal Critique 1: Visual Identity Programs – Component One – Graphic Mark Creation
  • Project 2: Designing Identity – Component Two – Stationery Systems
  • Project 3: Golden Gloves Event – Designing Identity: Developing The Graphic Mark – Typeform and Character Marks
    Informal Critique 2: Visual Identity Programs – Graphic Mark Creation – Typeform and Character Marks
  • Formal Mid-term Critique: Visual Identity Programs
  • Project 4: Understanding Layout and Design: Advocacy Communications
    “To Be Real…” Sport Celebrity Role Models Commemorative Poster
  • Formal Critique: Layout and Design Project