Summative Brief

Learner Tutor(s) Kevin Myler Course HNC Graphic Design Year One

Date Set W/C 19/04/2010 Deadline W/C 17/05/2010 Unit No. 17/18
17: Typographic Skills
Internal Verifier Christine Taylor IV Signature Unit Title 18: Advanced Typographic Design

ASSIGNMENT TITLE: ADVANCED TYPOGRAPHIC DESIGN: CONCRETE POETRY : BILLBOARD ADVERTISING UNIT 18:
ADVANCED TYPOGRAPHIC
DESIGN
Introduction: The Brief:
Concrete poetry is an artistic expression of written language. Concrete poets 1. You are invited to explore, and produce evidence of, past and contemporary THIS ASSIGNMENT WILL
make designs out of letters and words. Even though the visual pattern (shape) typographic layout. COVER THE FOLLOWING
can really catch our eye, it is the language itself that makes a poem poetic. GRADING CRITERIA
Building on your growing use and consideration of typographic elements and This evidence is to be annotated with your own personal opinions of: use of type, FOR THIS UNIT:
layout, you are required to undertake a creative commission that requires you to creativity, emotive and aesthetic qualities of the samples selected.
illustrate poetic work through creative use of letterforms. P1 P2 P3 P4 M1 M2 M3
2. You are to select TWO poems from the list provided. D1 D2 D3
THIS ASSIGNMENT ALSO
issued to you, and you are to create a series of creative layouts that visually
COVER GRADING CRITERIA
explore the poem, typographically. FOR THE FOLLOWING UNIT:
UNIT 17:
Look closely at the words and language of the chosen text, and attempt to give TYPOGRAPHIC SKILLS
the text real personality and meaning through typographic manipulation and
combination.

3. Production and evaluation of the final visuals.

Once you have created a series of layouts, you are to take forward ONE final
layout for each of the two poems, and complete them to client presentation
standard, using either Illustrator/Indesign/Photoshop.
Full, but considered use of colour is permitted.
The BBC is promoting poetry as part of a week of broadcasts on BBC FOUR in
2010, that celebrates the poetic word, and its practitioners. Each type layout is to be finally rendered in proportion to the billboard sizes you
are working to, and your rough layouts are to be direct proportion to this.
It has commissioned YOU as a typographic designer to illustrate a selection of
poems, that will appear on a billboard campaign across the UK, to publicise the
event.
Submission Requirements:
 A3 Booklet of annotated research into past and contemporary creative
typographic layout, with particular focus on concrete poetry.
 A3 Booklet of copious original layouts and digital experimentation with
letterforms, using the poetry text provided..
 2 x Client presentation visuals of TWO of the Poems provided, as flats,
and for:
1 X 48 0R 96 SHEET BILLBOARD POSTER
1 X 6 SHEET POSTER FOR BUS SHELTER OR FREE STANDING FORMAT

For details on the formats and specifications of current standard billboards,

follow this link to this advertising billboard manufacturer;
http://www.jcdecaux.co.uk/products/billboards/
PASS criteria covered by this brief:
P1
Research and evaluate how letterforms can be used as
graphic images
P2
Research and evaluate how text and image can be
combined to enhance communication
P3
Select and use typefaces for typographic applications
creatively and imaginatively
P4
Evaluate the use of typefaces for typographic
applications.
How this task will meet this criteria, and where
P1:
Research materials collated will evidence basic exploration of
creative and contemporary typographic design, with reference
to type used as graphic imagery.
P2:
Rough concepts sheets will evidence basic consideration and
practice of typographic manipulation using the poetry text
supplied as the basis, and how type and imagery can be
combined.
Basic digital manipulation of text forms will also be present.
P3:
Satisfactory and appropriate usage of differing typographic
factors(contrast, kerning, etc) in the creation of study sheets
that depict typographic combinations.
Basic justifications and annotations in study sheets, of
typographic decisions and choices made.
P4
Research and creative concepts will reflect evidence of
personal evaluation of materials, and subsequent
development of ideas into final visuals will be accompanied
by evaluation, that clearly identifies the progression of the
brief, using correct typographic terminology.
MERIT - criteria covered by this brief:
M1
identify and apply strategies to find
appropriate solutions
M2
select/design and apply appropriate
methods/techniques
M3
present and communicate appropriate findings
How this task will meet this criteria, and where?
M1:
Effective judgements have been made as to the creative
concept, message and layout of the poster
Creative work will reflect more than one theme or creative
direction.
Research and creative exploration of brief will reflect effective
approach to study and research of subject area, and
advertising in general.
M2:
A range of methods and techniques have been applied to
creative concepts.
A range of sources of information has been used
The selection of methods and techniques/sources has been
justified within personal evaluation, discussion and
annotation of learner work.
Learner research materials have been synthesised and
processed as part of the creative process of the brief.
M3:
Appropriate approaches to creative work and research have
been used
Coherent, logical development of principles/concepts for the
intended audience are evident.
Creative work and final visuals will reflect that a range of
methods of presentation have been used and technical
language has been accurately used
The communication is appropriate for familiar and
unfamiliar audiences and appropriate media have been used
DISTINCTION - criteria covered by this brief:
D1
use critical reflection to evaluate own work
and justify valid conclusions
D2
take responsibility for managing and
organising activities
D3
demonstrate convergent/lateral/ creative thinking
How this task will meet this criteria, and where?
D1:
Creative and message conclusions have been arrived at
through synthesis of ideas and have been justified as part of
discussions and personal annotation of creative work.
Learner work will evidence self-criticism of approach has
taken place
realistic improvements have been proposed against defined
characteristics for success, by means of evidence of self-
evaluation in creative work, and discussions.
D2:
Learner work and practical working in studio will reflect
autonomy/independence has been demonstrated.
substantial activities, projects or investigations have been
planned, managed and organised, as part of research
materials and level of creative work undertaken.
Time management of brief will reflect that activities have
been managed
D3:
Creative ideas have been generated and decisions taken
Self-evaluation has taken place
convergent and lateral thinking have been applied
Problems have been solved
Innovation and creative thought have been applied
Receptiveness to new ideas is evident
Effective thinking has taken place in unfamiliar contexts