Course outline. Code: DES 211 Title: Graphic Design A

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1 Faculty of: Arts and Business School of: Communication and Creative Industries Teaching Session: Semester 1 Year: 2015 Course Coordinator: Kevin Todd ktodd@usc.edu.au Course outline Code: DES 211 Title: Graphic Design A 1. What is this course about? 1.1 Course description You are introduced to vector graphics through a series of projects which combine software learning, the development of critical ability and research skills in relation to Graphic Design. Practical outcomes are underpinned by developing an awareness of the broader visual, cultural and commercial contexts in which Graphic Design is applied. The course emphasis is on developing a process or approach for generating and producing graphic design solutions. 1.2 Course content The course covers: Development of a creative design process The formal elements of graphic communication The role of abstract communication in graphic design Integration and consideration of design solutions in specific social/cultural contexts Technical/software issues of creative design Aspects of design 2. Unit value 12 units

2 Page 2 3. How does this course contribute to my learning? Specific Learning Outcomes Assessment Tasks Graduate Qualities On successful completion of this course you should be able to: Understand the use of the formal elements in graphic design communication Understand the importance of research/process and demonstrate this in arriving at graphic design solutions Show awareness of social and cultural identity in the context of design for particular user/audience or group Implement integrated, original and creative solutions in the context of a design brief with a demonstrated understanding of the relevant design principles Demonstrate proficiency in the creative use of vector based software (Illustrator) You will be assessed on the learning outcome in task/s: 1a and 1b Completing these tasks successfully will contribute to you becoming: Creative and critical thinkers. Empowered. 3 Creative and critical thinkers. Knowledgeable. 1a, 1b and 2 Creative and critical thinkers. Knowledgeable. 1b and 2 1b and 2 Creative and critical thinkers. Empowered. Knowledgeable. Empowered. 4. Am I eligible to enrol in this course? Refer to the Coursework Programs and Awards - Academic Policy for definitions of pre-requisites, corequisites and anti-requisites 4.1 Enrolment restrictions Nil 4.2 Pre-requisites DES105 or ADN100 or enrolled in AR511 or AR Co-requisites Nil 4.4 Anti-requisites ADN211 or ADN Specific assumed prior knowledge and skills Nil

3 Page 3 5. How am I going to be assessed? 5.1 Grading scale Standard High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL) 5.2 Assessment tasks Task No. Assessment Tasks Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it? 1a Logo Analysis Individual 15% 600 words plus images of 5 logos, including 2 of your own designs 1b Company identity Logo, business card and letterhead 2 Drink Me! Packaging Design Individual 25% 300 words, plus finished printed graphic components as per the brief Individual 40% Finished printed and assembled designs as per the brief plus workbook showing process 3 Reflective text Individual 20% 1000 words in your workbook discussing your process/research and final designs 100% Week 4 Week 8 Monday, first week of the central examination period Monday, first week of the central examination period In class In class Submit prints and workbook directly to Course Coordinator In workbook and submitted with it to Course Coordinator Assessment Task 1a: Logo Analysis Goal: To analyse existing food/drink company logos and to produce proposals for your own design Product: Prints of the logos and the written component Format: You will write an essay which cites at least three (3) separate academic sources and logo examples and uses Harvard referencing style. The essay will address topic, The effective use of logos to communicate identity for companies selling food and/or drink for consumption by children. You will submit two (2) examples of your own logo design proposals for the project and discuss these in the same context. (You may write 120 words for each of the 5 logos.) Criteria Understand the use of the formal elements in graphic design communication: 10 percent Show awareness of social and cultural identity in the context of design for particular user/audience or group: 5 percent Generic skill assessed Skill assessment level Communication Problem solving

4 Page 4 Assessment Task 1b: Company Identity - Logo, business card and letterhead Goal: There is a significant industry dedicated to corporate identity production and this is your chance to explore your own ideas in this area. To create and analyse a basic corporate identity in the context of a design brief. Product: Prints of your designs and the written component Format: You will design a logo, business card and letterhead in accordance with the design brief. Your design should be supported with a 300 word explanation of why you feel it is appropriate and effective for the design context of the project. Criteria Show awareness of social and cultural identity in the context of design for particular user/audience or group: 10percent Implement integrated, original and creative solutions in the context of a design brief with a demonstrated understanding of the relevant design principles: 10 percent Demonstrate proficiency in the creative use of vector based software (Illustrator): 5 percent Generic skill assessed Skill assessment level Communication Applying technologies Assessment Task 2: Drink Me! Packaging Design Goal: To produce finished design in the context of the design brief and to demonstrate design process and research in a workbook Product: Finished, printed and assembled designs and a minimum 39 page workbook Format: You will develop the logo and aesthetic you completed as part of Assessment Task 2 and integrate them into the design of packaging for fruit juices and a promotional display in the context of the design brief. You should clearly demonstrate the development of your design process in a workbook and that you have explored a variety of solutions in arriving at your finished designs. Criteria Show awareness of social and cultural identity in the context of design for particular user/audience or group: 10 percent Implement integrated, original and creative solutions in the context of a design brief with a demonstrated understanding of the relevant design principles: 20 percent Demonstrate proficiency in the creative use of vector based software (Illustrator): 10 percent Generic skill assessed Skill assessment level Communication Applying technologies Blank Assessment Task 3: Reflective text Goal: Product: Format: To analyse and reflect on you design research/process A 1000 word essay or commentary discussing you process/research and final design. You will write a reflective essay or commentary which discusses the significance of your design project, its impact, and the research you undertook before deciding how to produce your final designs.

5 Page 5 You should discuss whether you think your design solutions were successful or not and how you might approach the project differently if undertaking it again. The essay may be contained in your workbook and should specifically address your process work. Criteria understand the importance of research/process and demonstrate this in arriving at graphic design solutions: 20 percent Generic skill assessed Skill assessment level Problem solving Organisation 5.3 Additional assessment requirements SafeAssign In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks are submitted electronically via SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to. If required, details of how to submit via SafeAssign will be provided on the Blackboard site of the course. Eligibility for Supplementary Assessment Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4% b) The course is graded using the Standard Grading scale c) You have not failed an assessment task in the course due to academic misconduct 5.4 Submission penalties Late submission of assessment tasks will be penalised at the following maximum rate: 5% (of the assessment task s identified value) per day for the first two days from the date identified as the due date for the assessment task. 10% (of the assessment task s identified value) for the third day 20% (of the assessment task s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome. 6. How is the course offered? 6.1 Directed study hours On campus : 3 hours per week 6.2 Teaching semester/session(s) offered Semester 1

6 Page Course activities Teaching What key concepts/content will I Week / learn? Module What activities will I engage in to learn the concepts/content? Directed Study Independent Study Activities Activities 1 Course Introduction. Introduction to vector based software. Introduction of Company Identity Project The function of graphic communication 2 Design process direction/ exploration /aesthetic and meaning Design and the creative process 3 Colour, culture and the computer 4 Design management and client relationships Copyright 5 Friday, 3rd April Good Friday Public Holiday Evaluating logo designs examples 6 Evaluating business card and letterhead design examples 7 Introduction of Major Project Colour and Packaging 8 Individual project development and feedback Presentation of student work in small groups 9 Evaluating packaging design examples Mid Semester Break 10 Design: Social and Cultural contexts The Bauhaus 11 Print production offset printing Design: Social and Cultural contexts Print History

7 Page 7 12 Design: Social and Cultural contexts Sustainability and packaging 13 Individual project development and feedback Please note that the course activities may be subject to variation. 7. What resources do I need to undertake this course? 7.1 Prescribed text(s) Please note that you need to have regular access to the resource(s) listed below: Readings will be provided weekly. They will be available for reading/copying at the Library. Resources from the Internet will form part of the course material. You are encouraged to research specific projects and contribute material to a class resource (this may be an article, book or website). 7.2 Required and recommended readings Lists of required and recommended readings may be found for this course on its Blackboard site. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course. 7.3 Specific requirements You are required to provide a workbook documenting your design process and good quality prints of your finished works. 7.4 Risk management There is minimal health and safety risk in this course. It is your responsibility to familiarise yourself with the Health and Safety policies and procedures applicable within campus areas. 8. How can I obtain help with my studies? In the first instance you should contact your tutor, then the Course Coordinator. Student Life and Learning provides additional assistance to all students through Peer Advisors and Academic Skills Advisors. You can drop in or book an appointment. To book: Tel: or StudentLifeandLearning@usc.edu.au 9. Links to relevant University policies and procedures For more information on Academic Learning & Teaching categories including: Assessment: Courses and Coursework Programs Review of Assessment and Final Grades Supplementary Assessment Administration of Central Examinations Deferred Examinations Student Academic Misconduct Students with a Disability

8 Page Faculty specific information LOCATING JOURNAL ARTICLES If you have been notified that the journal articles in this course are available on e-reserve, use the on-line library catalogue to find them. For journal articles not on e-reserve, click on the "Journals and Newspapers" link on the Library Homepage. Enter the journal title e.g. History Australia, then search for the volume and issue or keyword as needed. ASSIGNMENT COVER SHEETS The Faculty of Arts and Business assignment cover sheet can be found on Blackboard or on the USC Portal at: Faculty of Arts and Business (Students) > Forms. It must be completed in full identifying student name, assignment topic, tutor and tutorial time. This must be attached securely to the front of each assessment item prior to submission. Claims of loss of assignments will not be considered unless supported by a receipt. HELP: If you are experiencing problems with your studies or academic work, consult your tutor in the first instance or the Course Coordinator as quickly as possible. DIFFICULTIES: If you are experiencing difficulties relating to teaching and assessment you should approach your tutor in the first instance. If not satisfied after that you should approach in order your Course Coordinator, Program Coordinator then Head of School. General enquiries and student support Faculty Student Centre Office Tel: Fax: FABinfo@usc.edu.au