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LINKS +TIPS

WEEKS 1, 2 + 3
Unit I:  Color- Natural Resources 

VOCABULARY

The concept is the starting point of all design -- the prime mover.                
CONCEPT
Everything starts as an idea -- a gleam in the designer's mind/eye. Some ideas are minor and not worth much effort to accomplish (what's for breakfast?). Some ideas are so important that generations have not been able to accomplish them (world peace). The concept is the most important part of the design process. All that follows is directed by and must answer to the concept. The results are only as good as the ideas that originate them.     
                    
FORM
This is where you give form to your concept and the work gets done. Greek work “IDEA” means “form”. This is the physical part of the design process. You can never tell what might happen along the way. Tenacity and flexibility are as important as artistic skills. Willingness to work until you are successful is an important attribute. The designer must work with the form (process the ideas) until all of the problems are solved. The end result is what we call the product. Only the product is seen by others, but it's success is dependent on careful planning and production.
    
CONTENT
Only when the form meets the expectations of the concept is the process successful. The content is checked throughout the designing -- each step of the doing or making must validate the concept. If the process strays and the results are at odds with the concept, the form must be modified or the project may fail. If the process inspires the designer to a new or better idea, the concept can be modified.

In most designs there is a continual give and take between the concept and the form. Which one gives depends on the situation. Sometimes the concept is so specific that it cannot be changed. Sometimes a better idea is found along the way, and the concept is changed to take advantage of the new discovery.


STEPS

I. The Idea

There is a process that most designers go through to bring an idea from the concept stage to the finished product. It begins with an idea. The idea is the most difficult part of the process. Idea is responsible not only for your design, but for your destiny :)

II. Sketching

Being visually oriented people, graphic designers can take almost any concept and transform it into a comprehensible and communicative design. This process usually begins with the creation of what is known as a thumbnail sketch. These are a series of small sketches, really just brainstorming ideas that will be refined into coherent design later. Thumbnails sizes should be roughly in the range of about a 3-4" square.

When creating a concept, write and draw EVERYTHING you think of, no matter how wild or wacky. These far out ideas may not make it into a finished design, but parts of them might. A minimum of 10 thumbnails is suggested per project. (I recommend to students more than 50)

III. Roughs

The next step is to develop further some of the better thumbnail sketches into more clear designs, possible even combining several thumbnails into a single design. Roughs are usually done in actual size or in scale to the final desired piece. Here, concept is rendered or generated so that an appropriate typeface, composition, spacing, etc. can be determined. Colors are more clearly defined and indicated. Design elements should be clear and easy to comprehend by the viewer so that a final decision can be made about the finished piece. Clients do not usually see this step.

V. Final Comps/proposal

This is the step that is shown to the client. It is as close to the finished piece as possible. Computers allow designers to produce comps that look great -- which is what clients expect to see... But it is still possible to make changes at this point. If no changes are required, the comp becomes the final project.

V. The Final Project

After all changes, rewrites, revisions and alterations have been made, it's time to produce the finished piece.

WEEKS 4, 5 + 6
Unit II: Color- Information graphics


WEEKS 7, 8 + 9
Unit III: Color- Branding
You love reading and expanding your mind?  Of course! Check this out: what is branding community?   ( PDF article) http://www.formfollowsbehavior.com/2007/08/26/identity-and-the-branded-community/   



WEEKS 10, 11 + 12    
Unit IV: Color- Marketing and advertising


Students GALLERY 
Color Theory fall 2008 + Color Concept spring 2009

DESIGN PROCESS 

In a survey conducted to 75 top designers, when the job is finally finished and approved, 31% of designers celebrate by drinking beer, 12% head for chocolate, 22% head off to bed to catch up on sleep and the other 35% can’t celebrate because they must start on the next logo design.

Summary

Below is a summary of the whole design process for quick review.

   1. Design Brief: Conduct Questionnaire or Interview with client to get the design brief.
   2. Research: Conduct research focused on the industry itself, on its history, and on its competitors.
   3. Reference: Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
   4. Sketching & Conceptualising: Develop the logo design concept(s) around the brief and research. Use creativity. Know how to design a logo.
   5. Reflection: Take breaks throughout the design process. This lets your ideas mature and for you to get renewed enthusiasm. Receive feedback.
   6. Positioning: Position yourself as a contractor or build a long lasting relationship. ie. Client orders you what to do OR You guide client to the best solution.
   7. Presentation: Choose to present only a select few logos to the client or a whole collection.
   8. Celebration: Drink beer, eat chocolate, sleep, start on next logo design. Or a combination. ;)

Moral of the story

When given a brief, every designer interprets in their own way and if an assignment is given to 100 different designers, it would return 100 different logos, few of which would resemble each other. Though we all endlessly conjecture what makes a ‘good’ or ‘bad’ logo, one must remember in the end, the ultimate arbiter of logo design greatness may only be the satisfied, paying client.

The secret moral to this story, therefore, is to work hard, but not be too hard on your first concepts as the process itself, is the key to ultimate success.