Course outline. Code: DES216 Title: Graphic Design F Professional Portfolio

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1 Course outline Code: DES216 Title: Graphic Design F Professional Portfolio Faculty of: Arts and Business Teaching Session: Semester 2 Year: 2015 Course Coordinator: Dr Debra Livingston Room: D1-26 Phone: (07) dlivings@usc.edu.au 1. What is this course about? 1.1 Course description This course facilitates the production of a graduating industry-ready graphic design print portfolio and introduces you to the ethical, legal and commercial aspects of the creative industries. It helps you prepare a market résumé, ready for the job seeking process. You build on professional competence in design, concept and technical skill. Through studio practice new projects are combined with project revisions to create a comprehensive quality portfolio. You investigate design studios, as well as connect with industry professionals. You brand your own exhibition to showcase your portfolio. 1.2 Course content understand and manage complete design projects from concept to completion develop understanding of branding identity, logo development, including stationery integration of personal identity, and project prototypes, into a professional portfolio developing and strengthening design capabilities with unique style and vision demonstrate an understanding of pre-press for print production the job search: identifying potential employers, applications, résumés, interviews and follow-ups 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: You will be assessed on the learning outcome in task/s: Completing these tasks successfully will contribute to you becoming: Establish a personal approach to design and communication, inclusive of a commitment to on-going professional development. Demonstrate familiarity with the technical issues and workflow associated with complex design projects. Demonstrate initiative and apply professional judgment to multi-faceted industry design and communication projects. Understand the theoretical perspectives, concepts and issues for advanced design projects. Understand the application of knowledge in different contexts to complex design projects. Further engage with the design process by developing design solutions through research, reflection and the generation and refinement of ideas. 1, 3a and 3b Empowered. Creative and critical thinkers. 3a and 3b 1, 2, 3a and 3b Engaged. Ethical. Creative and critical thinkers. Knowledgeable. 1, 2, 3a and 3b Creative and critical thinkers. 3a and 3b Empowered. Knowledgeable. 1, 2, 3a and 3b Engaged. Creative and critical thinkers. 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 DES213 and DES Co-requisites Nil 4.4 Anti-requisites ADN219

3 Page Specific assumed prior knowledge and skills (optional) N/A 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 Assessment Tasks No. 1 Personal brand identity rationale 2 Team theme concept, development, and presentation 3a Professional Printed Portfolio and Résumé. 3b CD/USB of Brand Elements and Résumé Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it? Individual 25% 200 words Week 4 CD in class time Group 25% N/A Week 7 CD in class time Individual 35% 2 A4 pages Week 13 Hard copy Portfolio in gallery Individual 15% 2 A4 pages Week 13 CD in class time 100% Assessment Task 1: Personal brand identity and rationale Goal: Product: Format: Develop a Unique Personal Brand Identity Personal Brand Identity and Rationale By identifying and communicating what makes you unique, relevant and compelling in the design industry you can advance your career. Through the development of your own personal branding, this task will give you the opportunity to apply the theoretical perspectives, concepts and issues required for an advanced design projects. Personal Branding is an important aspect for your business in the way you stand out from the myriad others. Creating and defining a personal brand identity is a highly effective way to visually communicate your business to clients. Your logotype is your fingerprint, your identification, your personality, and will demonstrate your skills as a graphic designer. Some key questions you should be able to answer include: What specific skills, personal attributes and experiences, what do I have that contribute to my personal (unique) identity as a graphic-designer? How do I want to represent myself to prospective clients or employers? Exploring benchmark examples and developing three logotypes is an important and compulsory part of the design process in which you will choose one logo to further develop into (a) colour (b) black and white (c) demonstrate the logo can be readable both small and large (you will need to discuss development and choice of final logo with your lecturer).

4 Page 4 As brand identity is fundamental to consumer recognition, particularly for the utilisation of stationery, it is important for you to include your logo on the following items: create a two-page identity style guide for your logo-brand identity incorporate your final personal logotype identity onto the following: (a) doubled-sided business card (b) letterhead (c) with compliments (d) a CD label (e) a 200 word rationale explaining your logo *Your rationale is an important guide for prospective employers therefore you will typographically design and place your text onto your final brand letterhead. *You are to prepare your business card and submit as pre-press ready for professional printing. You are to deliver high quality ink-jet prints of your rationale, brand logo, style guide and stationery range in a folder branded with your identity in class time week 4. Criteria Personal Brand Identity Project Rationale relevance to personal brand identity correct use of grammar Personal Brand Identity Project Logo design and Style Guide demonstrated technical expertise clarity and effectiveness of overall style guide solution Personal Brand Identity Project Stationery Range successful integration of brand logo effectiveness of overall gestalt demonstrated technical expertise Generic skill assessed Skill assessment level Applying technologies Developing Problem solving Developing Assessment Task 2: Team theme concept, development, and presentation Goal: Product: Format: To complete a collaborative brand design exhibition theme task that enhances the opportunity to apply and demonstrate your theoretical knowledge, your creative design skills and your technical ability. Exhibition project Branding an exhibition often requires a personal, creative approach to design the theme in which to successfully communicate to industry professionals the achievements of final year design students. The end of year exhibition is the culmination of your design studies and an excellent opportunity to present your design portfolio to the industry and the public at large. It is essential that your work and the exhibition be of the very highest standard. As with any major public exhibition your individual efforts combined with effective and focussed teamwork is to produce a successful outcome. This task requires you to work in teams of four to five students to explore and work on an appropriate title, develop and incorporate a slogan and design a logo brand for the exhibition in tutorial time weeks 5 & 6. Further, over the two weeks you are required to

5 Page 5 design and incorporate the exhibition brand logo and slogan onto the following: an A3 poster that can translate to an A4 size a design of an exhibition information panel for the gallery wall a poster(s) template to incorporate two or more pieces of student work a DL size two-sided colour invitation that can translate to an invitation Informing various media outlets about the presentation of student portfolios and specific functions such as labeling are important aspects in marketing your exhibition. Hence, as a part of the branding requirement teams are to produce a media kit stationery range to include the following: (a) design guest name tags (b) design an award certificate and (c) name-tag labels for design portfolios Each group will present their exhibition proposals in PDF format to the class in Week 7. *Further, one concept will be selected from all team proposals as the theme for the exhibition. All teams will be given specific tasks for the promotional functions of the exhibition and participation for all students in this task is mandatory. Criteria Exhibition concept theme team project development original ideas and concept development successful application of theme across components high level of technical expertise Participation active contribution to team tasks by taking on a role and carrying it out, assessment through individual peer feedback effective communication skills at team and individual levels demonstrated in the presentation Generic skill assessed Skill assessment level Collaboration Developing Communication Developing Problem solving Developing Assessment Task 3a and 3b: Professional Printed Portfolio and CD/USB of PDF Portfolio and Résumé Goal: Product: Format: To develop and produce a professionally printed graphic design portfolio. Professional printed portfolio and résumé Your professional design portfolio is a representation of yourself and of your creative skills as a graphic designer and it will become an essential part of pursuing a graphic design job. It is expected that you will work on the production of your professional portfolio beginning from week one by producing new work, re-working previous assignments and fine-tuning your portfolio. Importantly discuss your projects for inclusion with your lecturer. A graphic designer s career depends on an ability to communicate visually and for this you are to develop and produce a professional printed portfolio. Developing your industry portfolio requires you to design your portfolio page layouts in InDesign (pre-press and size instruction on Bb). So that prospective clients or employees can view and understand the concepts behind your work it is important to have a brief description of words to communicate the rationale behind each design item.

6 Page 6 As an example of personal creativity you are to include your personal brand identity and your exhibition theme project. A minimum of 8 and a maximum of 12 professional projects are recommended for your portfolio, in which to present in a gallery context (although it is important your selection of projects be about quality rather than quantity). Importantly to show your various skills as a graphic designer you are to include a selection of other prior course projects such as design, advertising and typography and/or you may re-visit, revise or makeover and include freelance or other self-initiated projects. The finished printed professional portfolio is due for exhibition in the USC gallery in November at a time to be advised. Your assessment requirements are: a professionally printed design portfolio exhibited in the USC gallery a PDF of your professional portfolio a 2 page résumé, The PDF portfolio and 2 page résumé are to be saved to a CD/USB. You will need to hand in the USB/CD to your lecturer in week 13 in class time. NOTE: Your portfolio must remain on exhibition until the exhibition closes **Contribution to exhibition production, setup, display and pull-down. A successful exhibition is the result of individual efforts combined with effective and focussed teamwork. You are required to present your portfolio and posters at the endof-year portfolio exhibition in accordance with the chosen exhibition theme and styling. The posters will promote your own work and should be linked graphically to your portfolio and personal identity. To maintain stylistic integrity, you will be supplied with a basic template that ties in with the chosen exhibition theme, however you must nominate the works you wish to exhibit and these will be subject to selection by the exhibition theme panel. You will be required to assist with the installation, set-up and pull-down of the exhibition and with other associated activities (ie promotion, catering and so on). In addition you may be expected to spend time as a gallery guide according to the exhibition roster if required. Exhibition dates, setup and pull down dates, poster template and deadlines, roster details and other relevant information are available on Blackboard in the Course folder. Make sure you check this folder regularly and keep a copy of all essential details. Criteria Professional creative design print portfolio submission: clarity and effectiveness/creativity/ of work demonstration of technical expertise of printed portfolio demonstration of exploration/originality/innovation and layout of design demonstrates a depth of understanding, of the technical aspects, and of the conceptual and creative work commensurate with professional expectations and standards Résumé appropriateness/spelling/grammar of the résumé appropriate design layout of the résumé

7 Page 7 Contribution to set-up in gallery work presented on time to the gallery how well you work with others Generic skill assessed Applying technologies Organisation Problem solving Skill assessment level Graduate Graduate Graduate 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 lecture: 1 hour per week from week 1-10 On campus computer workshop: 3 hours per week 6.2 Teaching semester/session(s) offered Semester 2

8 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 Introduction and overview of semester work Introduction to Task 1: Personal brand identity How to develop a rationale for brand identity Preparing a rationale for development in week 2 2 Developing a personal logotype from your rationale Brand Identity and logo development Style Manual and guidelines 3 Continue Identity The importance of pre-press Looking at how to set up files for printing How to correctly create pre-press for portfolio pages. PDF technology 4 Task one due Introduction to task 2 Group Theme and exhibition display Continue with design and portfolio tasks. 5 Task two: Group work on Exhibition Theme Introduction and workshop aspects about the self and finding out about your peers. Fun activities about finding out about you. Group and individual workshops. You need to bring a Word document of your résumé for week 2.. centred around creating a brand logo design. You are to set up master pages and style sheets in InDesign ready for résumé. designing stationery and the business card pre-press. Working in groups, getting to know each other as peers. Group Workshop. Getting Started. De Bono, E. (2008). How to Have Creative Ideas. Vermilion, UK Getting Started. De Bono, E. (2008). How to Have Creative Ideas. Vermilion, UK, The Logo, Font & Lettering Bible, Carbarga, L. (2004) Cincinnati. Logo Design that Works: Secrets for successful logo design, Silver L., (2001) Rockport, Gloucester, Mass. m.au/resources/tips/?category=getting%2 0Work The Designers Guide to Portfolio Design, Meyers D. (2005) Wiley, Hoboken NJ Berger, C., (2007). What is Exhibition Design? Rotovision, Mies, Switzerland.

9 Page 9 6 Task two: Continue working on Theme The importance of paper, understanding gsm, designing for paper, environmental factors of paper Designing green Embellishments 7 Task two due Student Presentation group exhibition themes Introduction to task three Graphic design studio presentation 8 Utilising your personal profile, the importance of networking and cooperative ventures the need for a flexibility of approach Be involved, design associations 9 Getting it right for the printer Setting up, resolution and scanning, common problems, pre-press overview, planning, imposition and proofing Workshop paper examples, sustainable practices Workshop and Students present exhibition theme. Studio work About Professional Associations Exhibition invitation due for print. Chapter 3: Process. See also pp : Hewitt Pender Associates. Paper Graphics: The power of paper in graphic design, Rockport Publishers (2001), Rockport, Gloucester, Mass. Goldfarb, R., (2001). Careers by Design, A Business Guide for Graphic Designers. Allworth Press, New York. Chapter 14: The Money Question. BAD, AGDA, DIA, Design Council websites. External links and description available on Blackboard. Graphic Designer s Print + Colour Handbook, Siddles C. (2005) Rockport, Gloucester, Mass.. 10 Monday, 5 th October Labour Day Public Holiday Mid Semester Break Visit to printing Company Getting it right for the printer Setting up, resolution and scanning, common problems, pre-press overview, planning, imposition and proofing 11 What to expect working in the design industry Continue working on exhibition tasks Portfolio Layouts due for professional printing Industry Visit to a Printing Company. Deliver business card for printing. Studio work Designing tasks. Goldfarb, R., (2001). Careers by Design, A Business Guide for Graphic Designers. Allworth Press, New York. Chapter 13: Hiring Practices. Chapter 15: Moving On When and How to Leave a Job.

10 Page Portfolio Layouts due for professional printing. Design activities for exhibition. 13 Preparing for exhibition and exhibition activities. 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) Required Reading is located on Blackboard. 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 N/A 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 Faculty specific information Additional Information This course is designed to build on the technical, aesthetic and conceptual foundations developed in all of your DES courses to date. The course will introduce you to a range of fields in which your design skills, research and business capabilities may find application in a professional context. The course is about getting you ready to leave University and preparing you for entry into your chosen area of the design profession. In this semester, you will be expected to identify and build on your areas of strength or,

11 Page 11 alternatively, identify your areas of weakness, and use this to develop your skills and abilities in that area. We will identify and examine new opportunities for the graduate designer and attempt to provide you with a snapshot of the industry, which you are about to enter. This will be done largely through workshops and individual consultation including guest speakers, which will assist in the development of a personal profile and the establishment of clear and focused industry ready design portfolio. Print design, online e-media and 3D portfolio presentations will be included and represented in the gallery and a consultation/collaboration process with students of all groups may form part of the exhibition process. It is expected that all course related readings will be completed prior to classes and workshops and that you should be familiarising yourself with the relevant literature pertaining to your area of personal interest in the design field on a regular basis. You are encouraged to share your findings with the group and to contribute to the DES216 resources folder on the Student Intranet. It is intended that this folder will become a significant source of informative, innovative and useful resources. 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 Tel: Fax: FABinfo@usc.edu.au