University of the Arts London (UAL) BA (Hons) Graphic Design Art & Design Date of production/revision May 2014

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1 Programme Specification Every taught course of study leading to a UAL award is required to have a Programme Specification. This summarises the course aims, learning outcomes, teaching, learning and assessment methods, and course structure. Programme Specifications are developed through course validation and are formally approved by UAL Validation Sub Committee (VSC). They are available to prospective students through the course web page, and must be reviewed on an annual basis to ensure currency of information (for example, following any minor modification or local developments). Awarding Body University of the Arts London (UAL) Teaching Institution Central Saint Martins Final Award Relevant QAA Benchmark Statement BA (Hons) Graphic Design Art & Design Date of production/revision May 2014 This section is available to provide any introductory information on the course. It might include explanation of the position of courses which form a named pathway within an umbrella programme. Course Aims The aims of the course identify the rationale underlying the student s educational experience and own personal achievement from studying on the course and its affect upon the student s long term achievement and career. This course aims to: 1. sustain a creative community of learning that is student centred in the provision of opportunities for independent thought and personalised learning; 2. develop graduate skills essential for professional practice within the community of graphic and communication design and the creative industries; 3. support learners to develop autonomy and responsibility in becoming reflective practitioners, in order to explore fully its possibilities and to understand the extended potential of graphic design; 4. encourage critical awareness in students and their ability to question the purpose of what we do as practitioners, to refresh and redefine the profession, to be entrepreneurial in response to change by asking them to define their own futures; 5. produce graduate graphic designers and designers for communication media who can contribute effectively to the future of society and the wider world, for example in helping to develop creative sustainable solutions within the discipline 1

2 and beyond. Course Outcomes The course enables the student to demonstrate the following subject knowledge and understanding, intellectual and academic skills, practical subject skills, key attributes and transferable skills. Each outcome should be detailed below. The outcomes that you will have demonstrated upon completion of the course, are: demonstrate breadth of knowledge of contemporary graphic and communication design practices; analyse and critically evaluate information and use visual aesthetic judgement to make decisions and solve design problems; work independently or collaboratively in initiating and realising ideas and concepts; select and use appropriate design methods, materials and processes within your practice; specify and manage the production of your work and deliver your projects within set timescales; communicate effectively with your peers, tutors or clients by visually and verbally presenting concepts, ideas and designed outcomes; critically evaluate the social, cultural and professional contexts within which graphic design operates; integrate your practice within historical and theoretical contexts and demonstrate depth, meaning and relevance within your work; locate, define, express and defend your position as a creative practitioner within and beyond contemporary graphic and communication design practices; demonstrate awareness, critical reflection and creative skills to contribute professionally to the graphic communication design industry, society and the wider world. Learning and Teaching Methods: Provide a summary of the relevant learning and teaching methods for the course. The primary means of learning for each student is through studio practice. This is supported and developed through: Unit and project briefings; 2

3 Set and self-initiated project briefs; Inductions, lectures and seminars; Workshops and interdisciplinary study teams; Learning by doing; Peer learning; Self and peer assessment; Guest speakers; Group discussions, reviews and critiques; Working with clients on live projects and competitions; Dissertation teaching; Independent study. Assessment Methods: Provide a summary of the relevant assessment methods for the course. Holistic assessment of achievement as demonstrated through: In Stage 1 Evidence of participation in taught activities; Presentation of a completed set of projects, as specified in each unit. In Stage 2, Units 5 and 7 A portfolio and /or viva presentation of a completed set of projects as specified. In Unit 6 a 10 minute presentation, and answer questions at a facilitated, conferencestyle event; written and visual documentation (2,000 words), in support of your presentation, which demonstrates your ability to formally align ideas, arguments, evidence and presentation style, expressed through the associated activities of research, reading, writing and design. (e.g. rich media blog; written texts; interviews; articles; magazine; poster). In Unit 8 A written and visual portfolio to include the following items: a review of the sources pertinent to your practice (500 words); a project proposal, the realisation of which will happen in unit 9 (1500 words); a selection of possible case studies to inform your project proposal; a list of suggested references to further your research (beginnings of bibliography). In Stage 3, Unit 9 a completed research project, developed from the project proposal presented in Unit 8, to include: 3

4 a piece of visual or written creative work; a piece of critical writing (6,000-6,500 words); a detailed rationale for the design choices you made in producing your piece. In Unit 10 A portfolio of negotiated, self-directed work. Reference Points List any policies, descriptors, initiatives or benchmark statements used in the development of the course. The following reference points were used in designing the course: FHEQ Level Descriptors (Levels 4, 5 and 6) University Strategy for Student Learning Art and Design Subject Benchmark External industry advice and guidance Programme Summary Programme structures, features, units, credit and award requirements: List the course details that constitute the agreed student entitlement for this course. This should include unit titles and credit, types of learning, learning hours per week and details of tutorial support. The course is offered as three 30 week Stages over three years. You are expected to commit 40 hours per week to your studies, within which your taught input will normally be scheduled over three days. The course has been designed in this way to enable you to pursue your studies, whilst also undertaking part-time employment, internships or care responsibilities The Curriculum is delivered as a series of ten units, designed to offer you the broadest spectrum of study during Stage 1 and subject specific curricula in each of four subject disciplines during Stages 2 and 3. The course is inclusive of contextual studies (Context) and offers access to a comprehensive range of technical workshops and resources (both digital and analogue). It also provides a number of integrated studies (e.g. Typography and Letterpress, Digital Media, Photography, Printmaking and Bookbinding). Stage One begins with a unit that introduces the course, the college and the university (Unit 1: Studying Graphics at Central Saint Martins: Introduction to Study in HE; 20 credits), together with a parallel unit of introduction to the practices and processes of graphic communication design (Unit 2: Introduction to Graphic Design, 40 credits). This is followed by a diagnostic unit consisting of project choices (Unit 4: Orientation towards Routes), aligned with a parallel unit of core skills within 4

5 Context, Typography and other integrated studies (Unit 3: Textualities). Stage One introduces many approaches to design thinking, creative conceptualising and graphic design practices. The curriculum ranges from introductions to design and ideas, typography and letterpress, advertising, digital media, photography, animation, drawing, printmaking and illustration to designing with computer software for print and screen-based media; it provides an introduction to both analogue and digital media. Stage One has no formal restrictions on the type of work made or the media used; it supports open attitudes to graphic design; it also encourages multidisciplinary, individual and team working. You are encouraged to experiment creatively and critically. The philosophy of the course is to foster the development of original and surprising solutions, rather than to simply focus on technical media or formulaic outcomes. A student centred ethos encourages the development of your creative intelligence. Stage Two offers a choice of four routes: Advertising, Design and Interaction, Illustration or Moving Image. The curriculum includes opportunities to engage in integrated studies: Typography and Letterpress, Digital Media, Photography, Printmaking and Bookbinding. The routes are experienced within an introductory studio Unit 5: Exploring Practice 1 (40 credits), which provides orientation and immersion in the core skills, approaches, tasks, processes and systems, relevant to your chosen route; in doing so, it builds on the experience of the routes you initially encountered in Stage One. The routes provide a convenient base for exploration within and beyond traditional subject areas. They also provide opportunities for you to increasingly take responsibility for learning within a defined structure supported by a community of peers and tutors. During this period a parallel Unit 6: Bigger Picture, (20 credits) offers the opportunity to reflect on your main area of interest from a bigger picture context, through shared theoretical lectures and classes with students from across the School. Unit 7: Exploring Practice 2 (40 credits), further develops your understanding of the specialist historical and contemporary debates, practices and concerns within your subject area. Unit 8: Context 1, (20 credits) which runs in parallel to Unit 7, invites reflection on practice as a framework for orientation towards a theoretical position in preparation for your major Context research project in Stage Three. A limited number of Student Exchange places may be offered during Stage Two there are competitive, based on merit and eligibility. Stage Three requires that you manage your time, are self disciplined, and highly motivated; independence, originality and professionalism are all encouraged. There are two major units, which form the assessable units for degree classification: Unit 9: Context 2 (40 credits) and Unit 10: Situating Your Practice (80 credits). Stage Three positions you in relation to your chosen professional trajectory or course of study at postgraduate level. Unit 9 requires that you evidence your concluding critical writing submission within an integrated visual and textual presentation. Over three terms, the final Studio Unit (10), requires you to undertake a sustained dialogue between research and practice within a combination of set and/or self-initiated briefs. Stage Three empowers you to participate in a process of challenging and extending the remit of graphic design in relation to the broader socio-cultural contexts of the 21st Century. 5

6 Distinctive features of the course: Identify and list those characteristics that distinguish your course from other, similar courses. Refer to both the student experience on t he course and future possible career opportunities. Learning by doing utilising a combination of analogue and digital technologies to underpin deep learning experiences; Projects and inclusive curriculum reflecting multi-cultural student cohorts; Live projects and competitions with external clients throughout Stages 2 and 3. Recruitment and Admissions Admission Policy/Selection Criteria Summarise relevant details contained in the validation papers i.e. list the methods used in selection such as interviewing. Selection criteria should be fully listed. At the initial stage: We read and consider every application form - academic qualifications gained, qualifications pending, the personal statement and reference. If you meet the entry requirements, you may then be invited to submit a mini-portfolio. We prefer that you submit this as a web-link address to an internet resource such as Flickr ( or other online file resource, e.g. your own website/online portfolio. In order to achieve consistency the number of images required is TEN (10) only. If it is not possible to supply a web-link to an online portfolio, you may supply your mini-portfolio as a digital or printed copy, though an online portfolio is preferred. Printed mini-portfolio (maximum A3): photocopies/digital prints. Digital mini-portfolio (on USB stick or CD): PDF or PowerPoint formats which must be Apple Mac readable format and no larger than 10 megabytes (please test these before forwarding, they must be marked clearly with your name and UCAS ID number, but avoid sticking labels onto any CD/DVD disc). Please do not send original work. At the concluding stage We look carefully at your images and again at your personal statement and reference. If selected you will be invited to submit your full portfolio which should be brought to the course and left for consideration by a selection panel. 6

7 We are just as interested in seeing your research and development work as we are in seeing your final outcomes Please ensure your full portfolio contains evidence of primary and secondary research, ideas development and experimentation with media. We want to see sketchbook/notebook pages, worksheets, working drawings/notes, finished pieces, photographs, time based media, three-dimensional work (it is not essential to show attempts at realistic graphic design). Because of time constraints, it is not always feasible for the selection panel to view moving image work, films, videos and interactive work in their entirety. If you are submitting a portfolio which is exclusively time-based, it must be in a format that can be viewed easily on an Apple computer e.g. QuickTime, Flash etc. Please ensure that you have appropriate backup copies of any discs or CDs submitted. Although most decisions are made on the basis of a full portfolio review and your documentation, we do sometimes conduct short interviews in order to clarify aspects of your application or your work. A minimum of two academic staff review portfolios and assess candidates on the basis of the selection criteria (see below). Notes are kept on the work seen during the folio review/interview process. If you are not able to attend the portfolio review/interview in person, selection will be made on the basis of your application form, personal reference and submission of a portfolio, which you can send to the course. Postal portfolios should be either printed photocopies/digital prints or digital files - PDF, PowerPoint or QuickTime formats only (on USB stick or CD which must be Apple Mac readable format and no larger than 20 megabytes (please test before posting and clearly label with your name and UCAS ID number please avoid sticking labels onto CD/DVD disks)). Selection criteria Applicants are selected according to demonstration of potential and current ability to: work imaginatively and creatively in graphic and visual media - apply original thought to any given problem and not mimic prevalent styles; demonstrate a range of skills and technical abilities - demonstrate a high level of visual skill and creativity as evidenced in the portfolio; provide evidence of intellectual enquiry within their work - demonstrate potential to experiment, to test the parameters of design; - add innovation and quality to the practice of graphic design; - demonstrate relevant research and reflect critically on their learning; demonstrate cultural awareness and/or contextual framework of their work - identify historical and contemporary graphic design practices; - identify social and/or cultural influences on their work; articulate and communicate intentions clearly - discuss their work in group situations; - present their work appropriately and effectively; demonstrate commitment and motivation in relation to the subject and the course 7

8 - develop their own ideas and address project briefs - show willingness to collaborate - reflect their knowledge of this course Entry Requirements List the entry requirements relevant to the course. Applications are welcomed from candidates from all cultures, life experiences and educational backgrounds. Selection is determined by the quality of the application, indicated primarily in your portfolio of work and written statements. Application for the course is highly competitive and a very high proportion of successful applicants complete a Foundation Diploma in Art and Design. The course will exceptionally consider A Level candidates who can present a portfolio of equivalent standard and breadth to those produced by students on foundation courses. Applicants are normally expected to have achieved, or be expected to achieve, the course entry requirements detailed below: Foundation Diploma in Art and Design A pass in 1 GCE A level Passes at GCSE level in 3 other subjects (grade C or above) OR Passes in 2 GCE A Levels (80 UCAS tariff points normally including one single award) Passes at GCSE level in 3 other subjects (grade C or above) OR UALAB Level 3 Pre-University Art and Design Passes at GCSE in 4 other subjects grade C or above, at least one of which should be in an art and design subject (or the equivalent level 2 qualification in an appropriate subject) This educational level may be demonstrated by possession of equivalent qualifications; e.g. International Baccalaureate or High School Diploma. The course will exceptionally consider A Level candidates who can present a portfolio of equivalent standard to those produced by students on Foundation courses. Applicants who do not meet these course entry requirements may still be considered if the course team judges the application demonstrates additional strengths and alternative evidence. This might be demonstrated by, for example: related academic or work experience; the quality of the personal statement; a strong academic or other professional reference; or a combination of these factors. All classes are conducted in English. If English is not your first language you will be asked to provide evidence of your English language ability at enrolment. The standard English Language requirement for entry is IELTS 6.0 with a minimum of 5.0* in any one paper, or equivalent. For further information visit: 8

9 requirements/ *The UK Border Agency requires a minimum of 5.5 in each paper, so applicants who will need a Tier 4 General Study visa should check on this link: Admission Procedures The selection procedures for the course must adhere to the Equal Opportunities Policy of UAL. Home / EU applicants Apply through the University and Colleges Admissions Service (UCAS) online at From the UCAS home page go to 'Apply', where you ll be able to register and create a password that gives you unique access as you complete your application form. The University code is U65. Course Code W211 UCAS makes an administration charge of 19 for all applicants (the charge is 9 if you only apply for one course at one institution). UCAS also provides advice and information through electronic media on all aspects of access to Higher Education in the UK. More information can be found on the UCAS website International applicants For applicants outside the EU the International Office at Central Saint Martins is your first point of contact for any questions you may have regarding courses, programmes, admissions, or who to contact in other parts of the University of the Arts London. Feel free to contact us and if you re in London we offer a special service to advise you on your chosen course. To make an appointment, please us at least two weeks before your visit. international@csm.arts.ac.uk The selection procedures for the course adhere to the Equal Opportunities policy of the University of the Arts London. Course Diagram Insert a course diagram which includes; units and their credit values, plus credit values per year/level, category of units (i.e. core or specialist), progression routes, years/levels of the course, any other relevant characteristics that distinguishes the course See below 9

10 Graphic Design Year One credits Unit 1: Studying Graphics at Central Saint Martins: Introduction to Study in Higher Education 40 credits Unit 3 Textualities 20 credits Unit 2 Introduction to Graphic Design 40 credits Unit 4 Orientation toward Routes Graphic Design Year Two credits Unit 5 Exploring Practice 1 20 credits Unit 6 Bigger Picture 40 credits Unit 7 Exploring Practice 2 20 credits Unit 8: Context Graphic Design Year Three credits Unit 9 Context 2 F Assessment F S + S Degree show preparation + 80 credits Exhibition Unit 10 Situating your Practice