To develop conceptual thinking skills. To communicate ideas visually and verbally. To apply design and typography principles to real-world visual communication problems.
To utilize Adobe InDesign as a layout and production tool.
Design a brochure for Champaign Surplus. Read the text file and the website to understand the objectives of the company.
- Size: open (but no larger than 12x18 including bleeds)
- Format: open (see Standard Foldings)
- Binding: none (must use one sheet of paper)
- Inks: 4C process
- Art: must include client-provided logo, text, photos (you may add additional images from Photospin or another legal source)
- Typography: Champaign Surplus uses Franklin Gothic in their current branding scheme
Per our syllabus, you may ONLY use the standard "core" fonts installed in D019 for your assignments unless you obtain prior approval from the instructor (see Parkland's Core Fonts Specimen Sheet). Please talk to your instructor if you need to use a non-standard font from the Adobe Font Folio collection.
Your project must communicate a creative concept and show an understanding of design principles (unity, emphasis, balance, color theory, etc.).
1. Research for inspiration: Research your client (visiting the store is required). Why does this store exist? What is the purpose of this brochure? Who is the target audience? What is the desired response? How can this store stand out among its competitors, both brick and web? Find examples of brochures and other promotional publications with creative use of typography, photography or illustration in the Parkland Library (see resources). Scan (instructions) and publish your research on your personal Process Page for critique (be sure to caption each image and cite the source). Be prepared to explain why these examples 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 (scale/crop in Photoshop: no wider than 1000 pixels), increase the contrast (see tutorial) and publish your concepts on your personal Process Page for critique. Be prepared to discuss how your design fulfills the client's marketing objectives. Also create an accurate full-size folding dummy for each of your concepts. Be prepared to discuss your design choices.
3. Proof: Based on the critique of the above, use the computer to execute at least two versions of your best idea (present at least one proof with an alternate font choice). Publish one multi-page low-res PDF (instructions) on your personal Process Page for critique. Be prepared to talk about what design principles are utilized in your design. Also print a high-quality color proof to be proofread by your peers (use typography proofreaders' marks).
4. Final critique: Based on the critique of the above, fine-tune your designs (if needed). Submit high-quality color proof(s) for final critique (see printing tips). Prepare a presentation to justify your design decisions. Also publish one multi-page high-res PDF (instructions) on your personal Process Page.
5. Grading: Submit two copies of your work for grading. One proof will be returned to you after grading. File the graded proof in your Process Book for individual review along with all the preliminary work you did for the project (research, sketches, preliminary proofs, final proof). Review your Process Page and make sure you have an accurate record of your process. Also submit one multi-page high-res PDF (instructions) via Cobra's dropbox. You will not receive full credit for this project if any of the above elements are missing.
6. Portfolio preparation: If you are happy with the results of this project, consider including it in your portfolio. If necessary, continue to make refinements until you are 100% satisfied with the project. Be sure to save all your files for future editing.
7. Extra credit: Submit your project into the annual student show using a protective envelope. Also prepare an archival quality JPEG (see example and instructions) and submit your project using the online entry form at gds.parkland.edu/show. Your project may win a cash prize and be published in a showcase of student work on Parkland's website.