NewMediaArts
art 127 :: graphic symbolism
week
Thesis 6 :: b
Presentation IV –
Fall Midterm
Review
NewMediaArts
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
:: in-class examples
UH System-wide logo design project
Final six designs:
http://www.hawaii.edu/news/brand/finalsix.
php
UH Logo project background
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/brand
update2.pdf
UH Manoa Athletics
http://www.hawaii.edu/ur/News_Releases
/NR_July00/logo.html
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
:: today’s agenda
in-class demonstration
Trying to recreate the clipping mask/crop bug
What is a creative brief?
in-class activity:
Brainstorming session
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
:: 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
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
:: 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
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
:: 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?
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
:: midterm assignment due :: 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/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”)
art 127 :: graphic symbolism :: week 6 :: b
NewMediaArts
:: 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?
art 127 :: graphic symbolism :: week 6 :: b