1. Thesis Presentation IV – Fall Midterm Review NewMediaArts art 127 :: graphic symbolism week 6 :: b

2. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b

3. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b :: in-class examples  UH System-wide logo design project  Final six designs:  http://www.hawaii.edu/news/brand/finalsix. php http://www.hawaii.edu/news/brand/finalsix. php  UH Logo project background  http://www.hawaii.edu/news/brand/index.h tml http://www.hawaii.edu/news/brand/index.h tml  UH Brand information:  http://www.hawaii.edu/news/images/basis ofthebrand.pdf http://www.hawaii.edu/news/images/basis ofthebrand.pdf  http://www.hawaii.edu/news/images/brand update2.pdf http://www.hawaii.edu/news/images/brand update2.pdf  UH Manoa Athletics  http://www.hawaii.edu/ur/News_Releases /NR_July00/logo.html http://www.hawaii.edu/ur/News_Releases /NR_July00/logo.html

4. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b

5. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b :: today’s agenda  in-class demonstration  Trying to recreate the clipping mask/crop bug  What is a creative brief?  in-class activity:  Brainstorming session

6. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b :: what is a creative brief?* A creative brief is a document containing a written summary of the goals and objectives of a project, with very close attention being paid to the audience. The creative team essentially receives its direction from the creative brief. It also serves to give the team an idea of the creative direction for the project. It does this by laying out the demographics of the audience, their expectations, and the communication strategy behind the project. This is also a valuable document for the client. It is not uncommon for clients to have unreasonable expectations regarding the design of a product. A carefully-crafted creative brief will serve to focus the client's attention on the creative goals of the project. It can also be used as the vehicle that enables the creative group and the client to agree to a common set of objectives. The document can be as short as one page, or, if the project is complex, it can be many pages long. Regardless of size, each member of the team should receive a copy of the brief. It should also be given to the client to be signed and dated. *description adapted from Planning a Dynamic Site with Macromedia Studio MX 2004. http://www.peachpit.com/articles/article.asp?p=102277&seqNum=2

7. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b :: creative brief purpose/objective  To determine what information you need from a client while developing targeted questions and listening skills to gather this information  To write an effective creative brief that demonstrates understanding of both business and creative objectives related to a specific project  To use business information as a foundation for developing strategic creative solutions to business challenges  To develop business research skills in preparation for creative assignments

8. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b :: creative brief contents  Project Summary  Pertinent background info  Objective/purpose of the logo  Target Audience  Age  Sex  Geographic Location  Occupation & Income Range  Spending Habits  Interests  Competition/competitors  Include images of competitor’s logos  Describe the pros + cons of their logos  Assets needed and existing look and feel  What do you need from the client – mission statement, press materials, etc.  Does the client already have a logo? How about any print material? A web site?  What else is important?  What’s the main concept of theme that we are trying to communicate?

9. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b :: midterm assignmentdue :: 10.18.05  New Media Arts Logo Design Project  purpose/objective:  Examine the process of creating simplified abstract symbols.  Design simplified abstract symbols.  Examine basic typographic characteristics and the use of letterforms in logo design.  Design logos and symbols using a combination of shape and letterform.  Examine and create symbol and logo design based on client need and identity.  Analyze and apply the visual elements of line, shape, value, color, texture, time, space, motion and the design principles of balance, rhythm, emphasis, contrast, variation, repetition, and unity to interface design assignments.  Analyze the scope of symbol and logo design in the contemporary world.  Complete the creative problem-solving process from the preliminary planning stage and exploration through revisions to the final product.  Experiment by taking risks through the process of exploration during the creative problem solving process.  Use various techniques and demonstrate skill with media and application.  Work effectively as a team member as well as achieving individual creative decisions.  Demonstrate strong group communication skills and the ability to speak clearly during critiques.  assignment: Using the department of New Media Arts as the client, design a logo that best represents the graphic identity of the New Media Arts program here at KCC. Start by defining the identity of the school and the program, then experiment with the use of different design elements that will form a set of visual icons that symbolize the program’s identity.  The Rules:  The logo must contain the following text:  “New Media Arts”  “Kapi’olani Community College”  “University of Hawai’I”  You must use the correct ‘okina symbol: http://en.wikipedia.org/wiki/Okinahttp://en.wikipedia.org/wiki/Okina  As a class we will first define the NMA program’s “identity” as a group and draft a creative brief. Then we will use our creative brief to make informed design decisions while developing our new logo.  format: Execute three final logo designs  sketches: black on it; use black marker on white paper; 8.5” x 11” paper will work fine)  final logo designs (3) in two formats: to be handed in digitally as both an illustrator file (.ai) and an image (.gif); document setup: CMYK, 8.5” x 11”)

10. NewMediaArts art 127 :: graphic symbolism :: week 6 :: b :: post mortem  How smoothly did today’s class run?  What slowed us down?  What did we skip over?  How can we be more efficient in the future?