The City of Liverpool College

Media, Journalism and Production

Course: Level 2 Diploma in Digital Art and Design
Qualification suite covered: BTEC Level 2 First Diploma in Art and Design
Assessment Instrument Branding for Fashion Label
Start Date: 22/02/2016
Date of Issue: 29/02/2016

Submission Deadline: 23/03/2016

Assessor: A Bowman

Internal Verifier: B Roberts

Lead Internal Verifier: J Schofield

Units/elements covered by this brief:

Unit 11: Graphic Design Briefs
To achieve this unit a learner must:
Learning aim A: investigate graphic design practice
Learning aim B: Explore materials, techniques and processes in response to graphic
design briefs
Learning aim C: Develop ideas in response to graphic design briefs
Learning aim D: Produce and present an outcome in response to a graphic design brief.
Unit 11: Graphic Design Briefs
Scenario
You have been asked to produce ideas for the name and logo of an up and coming
fashion label
Task One (LA: 2A.P1, M1 and D1)
Select a fashion style to produce a logo for:
Thought pooling:
Complete research on logos and typography for your fashion style:
Name
Iconography
Typography
Colour theory
Task Two (LA: 2A.P1, M1 and D1)
You need to research fashion companies with more than 20 years experience and
contemporary companies less than 10 years experience in the fashion industry
identifying the designers involved and showing the characteristics and factors influencing
the designs.
Task Three (LA: 2A.P1, M1 and D1)
Describe your target audience, gender, age group, income and interests.
Task Four(LA: 2B.P2, M2 and D2) (LA: 2C.P3, M3 and D3)
Once you have gathered your research explore the design process creating many
different ideas of icons, typography, stationary and colour theory with annotation:
Drawings of icons

Drawings of typography
Logo ideas
Stationary layouts, business cards, letterheads and compliment slips.
Physical Design board
Mixed media work (ink, paint or markers)

Task Five (LA: 2D.P4, M4 and D4)

Describe your working process in a Word Doc.
Task six (LA: 2D.P4, M4 and D4)
Once you have gathered your research explore how the information can be presented
visually using:
Produce and present your final logo and stationery in a PowerPoint or Prezi to your peers
using your photos of work in progress and evaluation.
Evidence you must produce for these tasks:
Portfolio and sketchbooks containing:

Thought pooling
Target Audience
Records of visits and relevant research
Folders of primary and secondary source research
Design boards and annotation
Photographs, scans and photocopies
Drawing of iconography and typography
Colour theory
Material use (collage, ink, paint or markers)
Layouts of stationery (Letterhead, compliment slip and business cards.
Screenshots/photos of work in progress and source materials
Final digital designs
Descriptions of method materials, equipment, including COSHH guidelines
on health and Safety.
Presentation to peers of final outcomes and work in progress.

Criteria covered by this task:

To achieve the criteria you must show that you are able to:

Unit

Criterion
reference

Describe at least two historical and two contemporary

examples of graphic design, identifying the designers
involved and showing the characteristics and factors
influencing the designs.

11

2A.P1

Select and use diverse graphic design materials,

techniques and processes to generate visual work
that meets the requirements of graphic design briefs,
observing and recording safe working practices.

11

2B.P2

Select and use at least two ideas that meet the

requirements of graphic

11

2C.P3

Produce and present an outcome that meets the

requirements of a graphic design brief, describing
your working process.

11

2D.P4

Task Seven (LA: 2A.M1 and D1)

You need to take primary source photos in shops, gather designs from books, magazines
or actual business cards letterheads and compliments slips and any advertising
materials.
Task Eight (LA.2B.M2 and D2) (LA2. M3 AND D3)
You need to create clothing labels for interior, exterior and pricing.
Task Nine (LA: 2C.M3 and D3) (LA: 2B.M3 and D3)
You need to create packaging or bag design for fashion products.
Task Ten (LA: 2D.M4 and D4)
Compare and contrast your working process in a Word Doc.
Evidence you must produce or these tasks:
Portfolio and sketchbooks containing:

Research
Layout designs
Finished digital versions
3D labels and bags
3D Logos
Compare and contrast of method materials, equipment, including COSHH
guidelines on health and Safety.

Criteria covered by this task:

To achieve the criteria you must show that you are able to:
Review and present diverse examples of graphic
design effectively, identifying the designers involved
and explaining the characteristics and factors
influencing the designs.

Criterion
reference

Unit
11

2A.M1

Select and use diverse graphic design materials,

techniques and processes consistently to generate
visual work that effectively meets the requirements of
graphic design briefs, describing techniques used.

11

2B.M2

Use and extend diverse ideas that coherently and

effectively meet the requirements of graphic design
briefs.

11

2C.M3

Produce and present an outcome that effectively

meets the requirements of a graphic design brief,
reviewing your working process.

11

2D.M4

Extended Tasks
Research van livery, staff dress codes and shop signage for your fashion label.

Independent research
Layout designs for all
Finished digital versions

Evaluation of full process what went right and wrong, what changes did you
make and why you feel your final outcomes work in relation to the brief
given.

Criteria covered by this task:

To achieve the criteria you must show that you are able to:
Analyse and present diverse examples of graphic
design effectively, identifying the designers involved
and evaluating the characteristics and factors
influencing the designs.
Select and apply diverse graphic design materials,
techniques and processes to generate and present
visual work that imaginatively meets the requirements
of graphic design briefs, analysing techniques used.
Apply diverse ideas creatively to successfullymeet the
requirements of graphic design briefs.
Produce and present an imaginative and creative outcome
that successfully meets the requirements of a graphic design
brief, analysing your working process.

Unit

Criterion
reference

11

2A.D1

11

2B.D2

11

2C.D3

11

2D.D4

If you have not achieved the Level 2 criteria, your work will be assessed to determine if the
following Level 1 criteria have been met.
Criterion
To achieve the criteria you must show that you are able to:
Unit
reference
Identify one historical and one contemporary example
of graphic design, using visual examples and
11
1A.1
outlining the work of the designers.
Use graphic design materials, techniques and
processes to generate at least one idea and visual
work to graphic design briefs, using safe working
practices.
Use at least one idea and visual work in response to graphic
design briefs.
Produce and present an outcome in response to a graphic
design brief.

11

1B.2

11

1C.3

11

1D.4

English knowledge and skills signposting

GCSE English subject content area
The topic areas below are drawn from the GCSE English subject criteria.
2 express ideas and information clearly, precisely, accurately and appropriately in spoken
and written communication
5 explore questions, solve problems and develop ideas
In writing, learners should write accurately and fluently:

15 choosing content and adapting style and language to a wide range of forms, media,
contexts, audiences and purposes
16 adapting form to a wide range of styles and genres.
Mathematics knowledge and skills signposting
GCSE mathematics subject content area
The topic areas below are drawn from the GCSE mathematics subject criteria.
1 understand number size and scale and the quantitative relationship between units
7 understand and use direct proportion and simple ratios
Functional Skills standards for English level 2
Reading
Select, read, understand and compare texts and use them to gather information, ideas,
arguments and opinions
Writing
Write a range of texts, including extended written documents, communicating information,
ideas and opinions, effectively and persuasively
Functional Skills standards for mathematics level 2
Representing
Identify the situation or problems and identify the mathematical methods needed to solve
them
Select a range of mathematics to find solutions
Analysing
Apply a range of mathematics to find solutions
Use appropriate checking procedures and evaluates their effectiveness at each stage
Interpreting
Interpret and communicate solutions to multistage practical problems in familiar and
unfamiliar contexts and situations
Draw conclusions and provide mathematical justifications

This brief has been checked prior to being issued to students:

Assessors Signature: anthony.bowman@liv-coll.ac.uk

Date: 22/02/2016

Internal Verifiers Signature: brian.roberts@liv-coll.ac.uk

Date: 22/02/2016

Please Note: All work should be completed and handed in to the assessor on or before the
approved deadline.