Bachelor of Arts (Hons) in Creative Multimedia

COURSE HANDBOOK

August November 2011 Semester

Typography Design | BMC1222

Prepared by Celest T

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

COURSE DETAILS AND CONTACTS

NOTE* Please READ & RETAIN this Module Handbook for reference throughout the semester.

Bachelor of Arts (Hons) in Creative Multimedia

Typography Design | BMC1222

Credit Hours
Successful completion of the course earns you 3 credits

Course Duration
15 weeks 45 class hours

Pre Requisite Course

None Students must have a score of a pass (PA) or better

Facilitator
Celest T Faculty of Multimedia Creativity Inovasi 1-1, Jalan Teknokrat 1/1 63000 Cyberjaya +603 - 8317 8888 ext 8642 celest.t@limkokwing.edu.my Class Guide and Courtesy As courtesy to both facilitators and students, please refrain from using your mobile phone or set it to silent mode when class is in session. Absence from class requires a legitimate medical certificate or consent letter from parent or guardian. 80% of attendance is required in order to pass this module. All students are required to be punctual for classes. There is a 30-minute grace period, after which students will be marked as absent.

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

COURSE OBJECTIVES AND LEARNING OUTCOMES

Objectives The course equips students with the skills and knowledge required in the usage and application of typography in multimedia. To provide primary understanding of Principles of Typography Typographic attributes and composition Encourage students to fully explore and appreciate type as image and design Reinforce the appreciation of The Principles and Elements of Design To develop technical skills as well as conceptual and visual communication skills to be successfully presented in visual form.

Learning Outcomes Upon completion of this course, students are able to produce typographical design works in respond to a brief; understand all fundamental principle of how to create effective visual communications through appropriate typography and layout techniques. Ability to relate the function of type in design Enhanced application of type in design with creativity Accepting typography as the main element of an effective design solution Student will be able to develop conceptual and visual communication skills to responds of the design.

Summary Through the completion of this unit, students will go through tutorials, lectures and workshop hours, where they will be guided both on the theoretical and practical notions of conceptualization techniques in order to develop and augment their visual communication knowledge.

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

COURSE REFERENCES
Resources Recommended Reading
Lupton, Ellen. Thinking With Type A Critical Guide for Designers,Writer, Editors and Students .Princeton Architectural Press. New York, 2004. ISBN1568984480 Erik Spiekermann & E.M Ginger (2nd edition). Stop Stealing Sheep & find out how type works. Adobe Press Mountain View. California, 2002. ISBN-10: 0201703394 Carter,Rob. Day,Ben. Meggs,Philip. (2006) Typographic Design: Form & communication John Wiley & sons.Inc. ISBN-10: 0471783900 Elam,Kimberly (2007) Typographic Systems: Rules for Organizing Type Princeton Architectural Press ISBN-10: 1568986874 White, Alex. Thinking in Type: the practical philosophy of typography. Allworth Press. New York, 2005. ISBN-10: 1581153848 Cullen,Kristin (2005) Layout workbook: a real-world guide to building pages in graphic design Gloucester,Mass.:

Other References Pederson, Martion Typography 2. B. Martin Pederson, 1997. Steuer, Sharon. The Adobe Illustrator CS3 WOW Book Peachpit Press. 2008 List of Required Materials Stationery items such as pencils, ruler, paper etc. Mounting Boards Digital Storage such as CDR and DVD.

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

COURSE ASSIGNMENT BRIEF

The Brief Your task is to design an existing advertising/design/portal Company Profile (from Week 9 15) to promote its History, Mission&Vision, Services, Portfolio, Contact by utilizing conceptual typography with supporting images. Always remember to design towards your target audiences in mind. Objective: To understand how to use grids and Typography rules correctly. To choose appropriate type and images in order to communicate effectively. To understand the requirements of the brief and come up with the best design solution. Requirements: Choose one of these subject: Ad Agency, Design House or Web Portal. Carry out your research on your selected subject. Try to look for examples of interesting designs of the chosen subject and compile them into your journal as reference. Gather all necessary information and visuals to be layout into 8 pages: o o o o o Company History Company Mission & Vision Services Portfolio Contact

Look for appropriate Typefaces that will suit your concept. Then explore and experiment in various ways using type and space to design the companys profile. The focus of your design should be on the use of appropriate typography and how it should be used with images, arranged in the layout and played with space. Appropriate style, size, leading, kerning, colour, placement etc. all plays a big part.

Duration of Assignment (effective from briefing date) 8 Weeks DEADLINE Week 14 Description A Company Profile is essentially a hardback non-fiction book with an array of images and typography that are layout creatively. It should project a pleasant perception of the subject matter. Final outcome could be executed in Adobe Illustrator and Photoshop. *Submission in booklet and CD (cover to be designed according to the selected company).

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

Project Requirements Booklet should be at least 8 pages. Nothing smaller than A4 nor bigger than A3. It can come in different shapes if you fancy. The outcome of the final artwork should be presented professionally printed and neatly binded/bounded. Submission Requirements 1)Journal Your journal should be in A4 size, well arranged and properly bounded. It should contain:

Design rationale - explain the overall concept and the objectives by running this project. Idea development - all sketches, scribbles, scamps, writing description, work in progress etc. Research report Conclusion

2)Digital files in CDR/DVD

Store all your digital files in a disc with original files and compressed versions.

Submit only to your respective lecturers. Ensure that you received a receipt from the lecturers when submitting your work. Also, ensure that you have completed and submitted your Archive (CIRA) form to your lecturers. You are also required to complete and submit the Archive (CIRA) form to the lecturers in charge as well.

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

ASSESSMENT CRITERIAS
Project breakdown Exercise 1 Expressive Typography Exercise 2 Group Work: Case Study on Typography Pollution Exercise 3 Print work (100% typography) - Poster Final Assignment Company Profile Attendance and Participation Date (Duration) Week 2 week 5 Marks allocated 10%

Week 5 week 9

20%

Week 8 week 11

10%

Week 6 week 14 Week 1 - Week 15

50% 10%

Total

100%

EXEXRCISE 1 Expressive Typography You are required to create an abstract composition with letterform. Explore the expressive potential of type forms to reinforce the meaning. From here students will be assessed based on: Technical skills, Design concepts, Typographical skills & Idea generation. EXERCISE 3 Case study on Typography pollution Students will be working in groups, doing more research on the surrounding that link to typography. They will study the relevant and the irrelevant usage of typefaces on design. EXERCISE 2 Print work 100% Typography Students are required to design a promotional Poster. The poster should be 100% typographic. No visuals or images should be included. FINAL ASSIGNMENT Company Profile Your final outcomes will be assessed as follows: Concept Development & Originality (20%) You will be assessed in terms of your ability to generate ideas (brain storming), to communicate complex ideas and ability to initiate research. Design & Technical Skill (20%) You will be assessed on the usage of elements and principle of design into working format. Your knowledge and usage of the application will be assessed as well. Neatness of work delivery (e.g.: typography, image used, grid system, principle and element of design) and creativity will also be assessed. Visual Diary (10%) You will be assessed in terms of your ability to initiate research, visualization of project and other documentation that support the development and progress.

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

Presentation skills (10%) You will be required to present your work at the front of the class. Marks will be given based on your communication skills and artwork presentation. Therefore it is compulsory for you to present your works, in which if you fail to do so, it will lead total marks deduction on this aspect and may affect your works grading later.

GRADING SCHEME
Mark range
90 100

Grade
A+

Grade description
Unreserved praise. A rare performance. Highest possible level in quality, originality, progress, application and attitude. Scholarship material. Worked beyond expectations. Worked to high standards and expectations with competence but with perhaps a slight lack of imagination, technical ability or application. Superior, consistent, does demonstrate some professional capability Excellent but not brilliant, perhaps not consistent. Demonstrated personal involvement and commitment. Does have originality and application. Shows promise of ability to attain higher levels. Has intelligence and is conscientious. Has no difficulty with the given work. Have some momentum and the ability to develop. Wide range of ability and experience but perhaps lacking in development or originality. More than average. Have talent and some ability to make use of it. Can understand concepts and develops them. Sometimes show flashes of insight but lacking a real spark. Average ability but not extended in any direction. Understands. Slightly better than average. Could have more self motivation. Have some ability and some application. Average. A little uninspired. Has some difficulty. Either does not understand or has little ability to demonstrate that understanding. Does have application or does demonstrate talent. Reservations about future performance. Failed, does not understand the concept of the project or handed in an utterly inadequate effort.

85 89

80 84

A-

75 79

B+

70 74

65 69

B-

60 64

C+

55 59

50 54

C-

0 49

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

EXP PP PX D W DNA DNS

Exempted Provisional Pass with extra work needed Pass after extra work is submitted and met the criteria Deferred Withdrawn Did not attend Did not submit

POLICIES
1. No major changes of proposal should be made after confirmation of proposal draft without any consultation with lecturer in-charge. You are considered did not fulfill the requirements of the course if your final product is not what you have stated in the proposal. Therefore, please consult with your lecturers if you are facing some conceptual or technical problems that you are unsure or fail to solve. The academic team is always there for you to gain some helpful advices. Students must attend all the consultation sessions in class and constantly show individual progression until the week of deadline. 80% attendance is the basic requirement of this module. Students failing to meet this requirement will face a penalty of mark percentage deduction. Any progression checks after due dates will not be accepted, unless you have valid reasons with supportive documents.

2.

Assignment Submission Assignments MUST be submitted on the due date handed personally to your course lecturer. Assignments can be submitted before the due date outside of class with the prior agreement of the lecturer. Late Assignments / Extensions Work that is submitted after the due date will be penalised. 2 marks will be deducted every subsequent day after failure to submit on the deadline set by the lecturers. Deduction applies on weekdays and Saturday. No work will be accepted after one week of delay from the deadline given, unless you have valid reasons with supportive documents. Extensions can only be granted if a student can show adequate progress towards completion of the assessment and there are extenuating circumstances preventing them from delivering the assessment on the due date. In the case of a request of an extension due to medical circumstances, students must produce an original medical certificate. The lecturer will only give extensions for a total amount of time not exceeding the equivalent number of days the medical certificate considered valid. Plagiarism Plagiarism is a breach of intellectual property; the act of using or copying someone elses idea or work and trying to present it as your own. It is taking and using someone elses work without proper attribution.

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

Intellectual Property involves: Another persons idea, opinion, or theory Any facts, statistics, graphs, drawingsany pieces of informationthat are not common knowledge Quotations of another persons actual spoken or written words Paraphrase of another persons spoken or written words Issues of intellectual property extend beyond the written word of course. Bear in mind that the use of still images, moving images, audio or any other content which you have not created yourself, and which you do not have the appropriate permission to use, is an serious offence resulting in a FAIL grade for the subject. Using Internet Sources The World Wide Web has become a popular source of information for students papers, and many questions have arisen about how to avoid plagiarizing these sources. In most cases, the same rules apply as for a printed source: when you refer to ideas or quote from a WWW site, you must cite that source. If you want to use visual information from a WWW site, many of the same rules apply. Copying visual information or graphics from a WWW site (or from a printed source) into a paper is very similar to quoting information, and the source of the visual information or graphic must be cited. These rules also apply to other uses of textual or visual information from WWW sites. Referencing guide for students Books / Electronic Books: Author Surname, Initial Year, Book Title, Publisher, State e.g. Werder, B 2007, Interactive Structures, Mayfair Books, London If there are 2 authors or more e.g. Werder, B & Volz, M 2007, Interactive Structures, Mayfair Books, London If the source is from electronic books (ebooks), take note of the date e.g. Fodder,P 2007, Sound Design, Alpha, Michigan. Retrieved January 15, 2007, from Limkokwing University Library Database Internet Sources: If the source has an author e.g. Dawson,M 2001: 3D techniques and modeling, http://www.threed.com/ Sources without author e.g. 3D techniques and modeling, http://www.threed.com/ Images from the web e.g. Jana 3D Model [Image] 2002, http://www.cgchannels.com/model/ Audio Visual Sources: If the source is a video recording or film e.g. Spiderman 3 2007, film, Warner Brothers, Hollywood CDROM sources e.g Dr Brain thinking games 1998, CD-ROM, Knowledge Adventure Inc., Torrance, California.
Harvard Referencing 2007. Retrieved on May 17, 2007, from http://library.curtin.edu.au/referencing/harvard.pdf

Faculty of Multimedia Creativity Limkokwing University of Creative Technology

COURSE WEEKLY PLAN

Week
1

Date
1 Aug 5 Aug

Lectures
Introduction to Course Course outline & expectations Learning & Assignment objectives Students responsibilities Assignments & assessment methods

Tutorials / Lab
Ice breaking and group discussion session

8 Aug 12 Aug

The Evolution of Typography Invention of movable type (Type Classification) Brief overview of Western historical developments of type usage and production. The evolution of typography: Handset type, Linotype, Monotype, phototypesetting, digitized type. Scoop of research. Distinctions between the terms Font, Typeface, and Type Family. Exercise 01 Briefing (Kinetic Typography)

Brainstorming Each of the students to brainstorm on words and understand what font is best to present the selected words.

15 Aug 19 Aug

Type Structure and Family Type Anatomy Letterform and structure Typeface Typestyle Family Type Type Measurement and size

Tutorial 1 Students are required to have transformed their ideas into scamps and present their sketches and ideas.

22 Aug 26 Aug

Type Application Variations within a type family Letter and line measurement Measuring in points and picas Letter and line spacing Design Hierarchy Non Contact Week Principle of Typography Design The Dos and Donts of typography. The role of typography in visual communications. Exercise 02 Briefing (Case Study)

Progression: Exercise 01 consultation. Progression: Finalize sketches with colours

Break 5

29 Aug 2 Sep 5 Sep 9 Sep

Final Submission and Presentation Exercise 01 Briefing on Exercise 02. Form into groups.

12 Sep 16 Sep

Principle of Graphic Design Basic elements and principles of

Progression: Exercise 02 consultation.

10

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design. Grids system. Design hierarchy. Art direction.

Briefing on Final project. 7 19 Sep 23 Sep Working with Type Paragraph formatting. The relationship between text, images and negative space. Legibility and Readability. Set Alignment Exercise 03 Briefing (Poster Design) 8 26 Sep 30 Sep Typography in Different Mediums Working with typography in different mediums. Print type vs. Screen type. Static vs. Motions Progression: Show sketches, research and concept for Final Project. Brainstorm: Prepare for Exercise 3 Create a poster relating to Final Project (which by now you should know the subject matter.)

3 Oct 7 Oct

Self-directed session

Final Submission and Presentation Exercise 02

10

10 Oct 14 Oct

Color Studies (CMYK/RGB/Spot color)

Progression: Final Assignment consultation #01

11

17 Oct 21 Oct

Self-directed session

Final Submission and Presentation Exercise 03

12

24 Oct 28 Oct

Self-directed session

Progression: Final Assignment consultation #02

13

31 Oct 4 Nov

Self-directed session

Progression: Final Assignment consultation #03

14

7 Nov 11 Nov 7 Nov 11 Nov

Final Submission and Presentation Final Assignment Evaluation and assessment

15

* Week 16 to 18 - 3 WEEKS OF INDUSTRY PORTFOLIO

11