GDS 110 Typography I

Project 2: Wordmark
Instructor: Jennifer Davis

 

Objective

To develop conceptual thinking skills. To communicate ideas visually and verbally. To explore typography styles. To develop systems of visual organization.

 

Secondary objectives

To utilize Illustrator as a layout and production tool.

 

Description

Design a logotype wordmark system for Parkland's Fine & Applied Arts Department. This wordmark must be typographic in nature (illustrative symbols are not allowed). The finished logotype must be reproducible as small as one-inch tall and as large as a billboard. It must also work in black and white as well as in color. Apply this logotype to a business stationery system.

Required elements for the wordmark system:

  • Art & Design at Parkland College
  • Mass Communication at Parkland College
  • Graphic Design at Parkland College
  • Music at Parkland College
  • Speech Communication at Parkland College
  • Theatre at Parkland College

Required business applications (choose only one of the above wordmarks):

  • Business card (3.5 x 2 inches)
  • Letterhead (8.5 x 11 inches)
  • No. 10 Envelope (9.5 x 4.125 inches)

Required information for the business card:

  • Matthew Watt, Program Director
  • Parkland College
  • Fine & Applied Arts Department
  • 2400 West Bradley Avenue, Champaign, IL 61821
  • Office C124
  • Telephone 217/351-2502
  • Fax 217/373-3899
  • Email mwatt@parkland.edu

Note: You may ONLY use classic fonts unless you obtain prior approval from the instructor.

 

Procedure

1. RESEARCH: Research existing wordmarks (see examples). Be sure to review trade publications (Print, How, Communication Arts) and design annuals. Scan examples that you think are successful. Publish your research on your personal projects page for critique. Be prepared to explain why your example(s) are successful.

2. DEVELOP THE CONCEPT: In your sketchbook begin to conceptualize ideas for this project (see examples of sketches) Make at least 10 sketches of all possible directions you might take this project. Edit your concepts down to your best three ideas and redraw them on 8.5 x 11 white paper using a felt tip pen. Scan and publish your concepts on your personal projects page for critique.

3. EXECUTION: Based on the critique of the above, use Adobe Illustrator to translate your sketch into a digital file. Print a b&w proof of your design for critique. Also generate a web-ready GIF and publish your proof on your personal projects page.

4. PORTFOLIO PREPARATION: Based on the critique of the above, make adjustments as needed, then add color. Apply one color wordmark of your choice to the required business applications. Add revised JPEGs of your designs to your personal personal projects for final critique (do not delete older versions). If necessary, make refinements until you are 100% satisfied with the project. Print a color "comp" for your portfolio. Be sure to save all your files for future editing.

5. GRADING: Submit two high quality color laser proofs with your name on it for grading. File the graded proof in your 3-ring binder for individual review along with all the preliminary work you did for the project (research, sketches, proofs, final color comp). You will not receive credit for this project if any of the above elements are missing.

6. STUDENT GALLERY ARCHIVES: Once you are 100% satisfied with your project, prepare a low resolution PDF (smallest file size) of your project and drop it in Angel's drop box. Your project may be published in a showcase of student work on Parkland's website.