Final Critique - Expressive Type Project

Project 2 Grading Rubrix

Design Process & Exploration 20%

COMMENTS:
Have you completed all process phases of design?

• Initial sketches (completed in class)
• 48 refined sketches (drawn true to typeface), 
• at least 3, 17x11 design concepts for poster (not variations), 
• 3 unique color schemes (via Kuler.com - one of which should be the color scheme of your final poster), 
• + any and all other artifacts describing process.

Conceptual Development of Expressive Words 20%

COMMENTS:

• Do you understand the objectives of the exercise and your work communicates well? 
• All four words should be legible, they should portray the meaning well without the help of literal imagery, and they should be aesthetically pleasing, well balanced, etc. 
• This portion of your grade will also address board composition as a whole as well as the individual compositions of each word. 
• No color.

Conceptual Development of Poster Design 20%

COMMENTS:

• Have you clearly visualized the meaning of your phrase while paying attention to aesthetic value and legibility? 
• Is your concept unique, interesting, and smart? 
• How are your colors helping (or hurting) your design? 
• Have you followed the goals for the project (ie., creative use of letterforms, punctuation, color and simple vector graphics ONLY)?

Craft / Execution of Presentation 20%

COMMENTS:
Physical Presentation: How is craft of both boards?

• Do you have rough edges, excess glue, peeling, blade marks, alignment issues (paper and board edges), etc. 
• Does your paper project color well? 
• Can I see through your paper? 
• I expect perfect craft execution.

Verbal Presentation: How well do you present your work.

• Are you clear and concise or do you ramble with regard of your audience. 
• How well do you sell your piece?

Effort & Participation (during the span of this project ONLY) 20%

COMMENTS:

• Are you engaged and paying attention during class critiques, discussions, etc?
• Do you offer feedback to other students during in-progress and final critique? 
• How is your attitude in class? 
• Are you prepared for one-on-ones? 
• Do you participate in type discussions and lectures. 
• Do you participate in class exercises and work well with peers?
• Are you late continuously?

Class Exercise - Basic Type Setting

Purpose To introduce common ways of arranging type on a page and to understand how that decision affects typographic communication.

Objectives
• To work in InDesign
• To use type measurement principals and notations

Assignment
Using the specifications below, set the copy for the five classic typefaces (found in the text document, proj1_text.doc).

Format
Set your document to 10 x 10 inches.

Specifications
1. Garamond: Justified.
Comp the word “Garamond” twice:
Once in 72-point Garamond display: U/lc.
Once in 72-point Garamond display: all caps
Set solid, 72 points baseline to baseline.
Flush left, rag right.
Comp Garamond text:
11/14 by 13 picas: justified.
Allow 72 points from baseline of display type to the baseline of first line of text.

2. Baskerville: Flush Left, Rag Right.
Comp the word “Baskerville” twice:
Once in 72-point Baskerville display: U/lc.
Once in 72-point Baskerville display: all caps
Set solid, 72 points baseline to baseline.
Flush left, rag right.
Comp Baskerville text:
11/13 by 20 picas: flush left, rag right.
Allow 72 points from baseline of display type to the baseline of first line of text.
Set as two paragraphs with one line between.

3. Bodoni: Flush Right, Rag Left.
Comp the word “Bodoni” twice:
Once in 72-point Bodoni display: U/lc.
Once in 72-point Bodoni display: all caps
Set solid, 72 points baseline to baseline.
Flush right, ragged left.
Comp Bodoni text:
12/16 by 18 picas: flush right, rag left.
Allow 72 points from baseline of display type to the baseline of first line of text.
Note: If you do not have Bodoni, use the Didot typeface instead.

4. Century Expanded: Centered.
Comp the word “Century” twice:
Once in 72-point Century display: U/lc.
Once in 72-point Century display: all caps
Set solid, 72 points baseline to baseline.
Display type should be centered.
Comp Century text: 10/16 centered by 24 picas maximum.
Allow 72 points from baseline of display type to the baseline of first line of text.
Note: If you do not have Century Expanded, use the Century typeface instead.

5. Helvetica: Random.
The display word “Helvetica” can be comped in any size and combination of upper and lowercase, roman or italic, extended or condensed, light or bold, etc. The Helvetica text can also be in any text size and leading, but the arrangement must be random, not justified; flush left, rag right; flush right, rag left; or centered. Type does not necessarily have to be in a single block but can be in multiple groupings.

Typefaces Expanded for next project

Old Style
1. Garamond
2. Bembo
3. Sabon

Transitional
1. Baskerville
2. Mrs. Eaves
3. Adobe Calson

Modern
1. Bodoni
2. Didot

Egyptian / Slab Serif
1. Century / Century Schoolbook
2. Clarendon
3. Aknowledgement

Sans-Serif
1. Helvetica
2. Gill Sans
3. Interstate
4. Eurostile
5. Futura

Introduction to Expressive Type Project

1. Review the project brief and schedule
2. Look at sample work
3. Visual brain dump exercise: You will need copy / grid paper and drawing tools
4. Show & Tell: Find an example of expressive type used in poster design

Chalk Talk