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Graphic Design Flipbook PDF
Graphic Design
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Graphic Design Andrew Luong 11 Graphics Mr Wockner Task: 1 Due Date: 22nd March 2017
Contents Situation Analysis .................................................................................................................................................................................................................................................................... 3 Design Factors ........................................................................................................................................................................................................................................................................ 4 Design Brief............................................................................................................................................................................................................................................................................. 6 Explore.................................................................................................................................................................................................................................................................................... 7 Develop................................................................................................................................................................................................................................................................................... 9 Appraisal ............................................................................................................................................................................................................................................................................... 11
1.0 Situation Analysis
Situation
New Logo The new logo will feature little use of words but may use some letterform. This is needed as the company may expand to international grounds and other countries may not be able to comprehend the words shown in the design.
A small manufacturing and design business named Time 4 Design has been growing over the last ten years and management sees this as an opportunity to start on a clean slate to better reflect the services they provide and to bring in new clients.
Old Logo
New Business
The current logo being utilized by the company features a clock as the face of a man with the text Time 4 Design underneath. The design has no colour included so it gives the image an old look
Situation Analysis
The new business hopes to attract new clients to increase sales. They were mistaken for a clock or watch company and want to stray away from a clock included in the design.
Criteria for Rebranding
Important Considerations
The new design must be visually appealing while successfully reflecting the company’s field. It must have relations to the new name “Design Time” rather than the old “Time 4 Design” name
During production, some things to think about include common trends of the time, being appropriate to a wide audience. The design also has to be expandable internationally in case the business grows worldwide. This can be done with little use of words and more symbols so the logo adapts and is can be understood all over the world
2.0 Design Factors User Centred Design To ensure a design is user-centred, the design must involve the client throughout the design and development stage. The design also has to be based on the understanding of the client and their needs. The client is the single focus during the design phase and there must be a large amount of communication between the client and the designer. The benefits of a user-centred design are that it allows for the client to be fully satisfied with the final product that is produced. It avoids the problem of uncertainty with the result and ensures the design can be fabricated to please both parties involved.
Colour The properties of colour are hue and value. Hue refers to the pure state of a colour, such as red or green. Value refers to the darkness or lightness of a colour, the tints and shades. Colours can be analogous, complementary or contrasting or triadic. Letterform Letterform is simply the use of letters in a design. It is not the use of a word as that is defined as WordMark. It is useful as the starting letters of the name of the logo.
Principles of Design Balance
Elements of Design
Maintaining balance is crucial in design. It adds a sense of peacefulness and soothes the audience. Symmetrical designs are pleasing to the viewer and are effective in making the design exciting and interesting.
Point
Contrast
Point gives emphasis to a part of a design. It can be the focal point so it draws the viewers eye towards it. Point can also be seen in other items such as the dot points in a list.
The design will include contrasting colours to give emphasis towards the main logo and focus of the design. It is not limited to colour contrasting, shape, size and positional contrast will be utilised in the production of the logo.
Line Lines appear in every aspect of every design. Lines can be straight, curved, thick, thin, horizontal, vertical, diagonal, short or long. These different lines evoke different feelings. Straight lines give a sense of formality and provides uplifting qualities while curved lines can give a sense of peace. Shape A shape can be an area created by an enclosing line or an area created by surrounding shapes. Shape is two dimensional and has no depth.
To be able to utilise the above programs, the skills needed include, but are not limited to: ability to use Adobe Acrobat to a satisfactory level as it does not hold a large significance in the production of a design. Adobe Illustrator and Adobe Photoshop are crucial in the production of a logo as they are the only applications that can assist in the designing phase. Throughout the majority of the design, Adobe Illustrator will be used as it provides a vector-based graphics as opposed to Adobe Photoshop’s pixel-based graphics as vector allows for expansion and a variety of sizes from business cards to billboards.
Pattern The image may feature a patterned background which, while appealing to the eye, can be another addition to accentuating the main focus of the design.
Technologies The technologies that will be available for my use include Microsoft Word, Adobe Acrobat, Adobe Photoshop, Adobe Illustrator. A simple pen/pencil and paper will also be useful in the exploring stage when sketches will be made.
Legal Responsibilities The design must be within Creative Work Copyright rules but the design must also be protected with copyright to ensure the safety of the design. Copyright is defined as the “exclusive right to control reproduction and commercial exploitation of your creative work and includes illustrations, photographs and graphic design in most circumstances.” (AIGA Copyright Basics for Graphic Designers) Within Logo Design, fonts are not always free, in most scenarios, a font the designer purchased cannot be forwarded to the client, but the client will have the purchase the font for their own use. However, the copyright rules regarding font vary from different font authors so the terms of the font will be monitored before forwarding. Copyright is free and automatically safeguards the design from the moment the logo is designed. However,
copyright does not protect any ideas, information, styles or techniques used in the creation of the design. Once the copyright is owned by either the client or the company, we are permitted to reproduce the work (photography, photocopying, filming or scanning), publishing (making copies for sale) or communicating to the public (uploading to internet or emailing it).
Design Strategies Project Management To guarantee the finalised design will be completed by the client’s expected date of the 22nd of March 2017, the project will be in production as early as possible. We aim to commence the designing phase of the logo at the 10th of March 2017 to allow a few weeks to communicate with the client to ensure a perfect design. If the project is seen to be as behind schedule, it will be made a higher priority than projects that have no final date or one that is months in advance.
Sustainability This project will have little to no environmental impact as the only physical item being manufactured will be business cards to be supplied from the company.
Although the process of creating paper can be harmful to the environment, it is nowhere near as disastrous as the production of other objects such as plastic which demands the need for heavy oil use in a large factory producing detrimental emissions to the environment. Through the use of just paper, the environmental footprint being left behind will be miniscule which allows for a better future for more than just the company – but to the rest of the world. Another benefit to the use of business cards is the little cost that is needed the allow for the production. This grants the funds to be allocated to a separate section of the company. If the company is to expand worldwide, production of other small toys or objects can be appraised.
3.0 Design Brief Problem The problem with the current Time 4 Design logo is that while the company is a design and manufacturing company, they are being represented by a clock which is not a good reflected of the services they provide. This may be a cause of the lack of clients that the company gets. If the logo is modified to better reflect the services, it may increase the number of clients as the clock may have given a false representation and deterred possible clients. The logo will be designed for the company Design Time, previously known as Time 4 Design. The company is a design and manufacturing company.
Statement of Intent The goal for this project is to design a logo that successfully attracts as many new clients as possible. The logo will be quite simplistic at a first glance but will include several different elements and principles of design. The logo will not be cluttered and will have a nice sense of balance but also includes the most important aspects of design. We see this logo to be used as the face of the company and used in every aspect of the company. It will feature on business cards, storefronts as well as website banners and several other places. All logos represent the company they are associated with and therefore are required to appear in almost everything connected to the company. The design will be featured primarily on a business card.
Design Criteria The design needs to include a range of elements and principles of design as possible without giving the look of being cluttered and including too much without serving any purpose. The design may feature some of the tools
that are used in manufacturing and designing to give the initial idea of what the company can provide for their clients. It will feature bright colours in contrast to some darker and lesser vibrant colours to attract the attention of anyone passing by. The best way we see to present this logo to the client is by a simple vector illustrator file which allows for it to be feature from small objects such as a business card to billboards on the highway. Since the logo will feature on a business card, it cannot have any small text or images as it will be close to impossible to see on such a small scale. A secondary logo could be used if featured on larger scales to provide more information.
4.0 Explore
5.0 Develop
6.0 Final Logo
7.0 Business Card A business card is a piece that is used to market the company. It needs to be durable, feel good to the touch and can be stored easily – such as a wallet. It can range from these specifications but these are the ideal suggestions. It is recommended that the business card have rounded corners as the right-angled corners may be sharp to the touch which may detract from the actual card. The business card can feature bright and vibrant colours to attract the eye of the client and can be seen in the bright colours of the following business card mockups. The dimensions of a standard business card are around the dimension of 85mm in width by 55mm in height. Business cards generally feature the name of the employee of the company as well as their contact details such as their personal email and their phone number. If it is a company business card, it may include the company’s phone number as well as the standard email to contact. It will also include the website a client can access if they would like more information. As seen to the right, there is an actual size representation of the business card that will be used by Emit Brown, Owner of Design Time which includes the company logo, his name and his contact details. Below is a blown up version that is 200% scaled variety that allows anyone to see the business card in further detail as the small actual size of the business card may be difficult to understand the small details.
8.0 Appraisal