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.
- Lettering and Typeform
- Symbols, Icons and Characters
- Combining Type and Symbol
Tutorials:
- Using Adobe Illustrator® as a tool for designing identity.
- 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