this is week 7.bbcdcomdes.weebly.com/uploads/1/1/8/6/11866691/s1.2012_week_… · pms 3125 pms 180...
TRANSCRIPT
Good morning
This is Week 7.
Brief requirement: Indicating the colour specifications for your logo in your submission
A logo must be able to be reproduced in a variety of different situations. These might include print, the web/on screen (powerpoint) and signage.
COLOUR• Pantone inks ..... stationery, signage, documents where colour accuracy is essential• CMYK ................. 4 col. process - magazine advertising, publications/marketing materials• RGB ................... web based graphics, powerpoint, Word documents.
MONO • Greyscale .............. newspapers, low cost 2 colour publications• Line-art .............. (flat black, no tonal values) signage (laser/glass etching), newspapers
You need to create a library of different logo versions that maintain the integrity of the mark and allow for faithful reproduction across all requirements.
Here’s a ‘logo’ example
Choose the colours for your logo using the Pantone ink library. (For this brief, use the Pantone Colour Bridge EC library.)
Then, convert these Pantone inks to four colour process (CMYK).
(See the Week 4 presentation
in my week 4 folder).
Pantone 180Pantone 3215Pantone 440
3 Pantone inks
Greyscale
C00. M79. Y100. K11.C85. M00. Y18. K0.C63. M62. Y59. K92.
4 colour process
Line art (bitmap, solid black)
DesignLoop DesignLoop
The cmyk values MUST be those from the Pantone colour bridge library
3 Pantone inks 4 colour process
Pantone 180Pantone 3215Pantone 440
C03. M93. Y84. K12.C85. M00. Y18. K0.C63. M62. Y59. K92.
DesignLoop DesignLoop
PMS 3125
PMS 180
PMS 440
Pantone InksColour bridge library
(as only 4 col. output for this brief)
C3 M93 Y84 K12
C85 M0 Y18 K0
C63 M62 Y59 K92
CMYK conversion BEST OPTION
1. Design using the Pantone ink.
2. Convert the Pantone ink into CMYK.
ALTERNATE OPTION
1. Design using CMYK.
2. Use the Illustrator Color Guide palette to find the closest Pantone Ink.
3. Change your CMYK specifications to those of the Pantone ink.
You should not have CMYK specifications that include fractions!
Greyscale (tonal values of black)
K65K25K100
Photoshop
K65K45K98
Illustrator
K82K27K100
DesignLoop
Its best to USE YOUR OWN EYE when converting your logo to greyscale as the automatic software conversions are often poor.
Manually created version
Greyscale is also known as CONTINUOUS TONE. It is made up using tonal values, or percentages of one colour, (usually black).
auto conversion
creating a line art (bitmap)format does not Mean adding lines to your design!
it requires reducing all elements to solid black only, no gradients, no tonal values.
Solid black
K100
Solid black
K100
DesignLoopDesignLoop
So you need to use your creativity to translate your original design into a version that maintains the look and feel of the original logo whilst only using 100% black.
When specifying a Pantone ink to print as a spot or 'special' ink
Pantone solid libraries
(depending on the stock)
Use the correct Pantone library in Illustrator
When converting a Pantone ink to print as 4 colour process, use the conversion specs. from the
Pantone color bridge
Use the correct Pantone library in Illustrator
Converting Pantone to CMYK valuesRECOMMENDED OPTION
• Use the values in the Colour Bridge CMYK library palette
1. Click here
2. CMYK conversion
3. Add to your swatch palette. (Can rename to 'Logo green'). Use the same CMYK values in all software instances.
‘You never get a second chance to make a first impression.’
corporate identity
‘A corporate identity’, also shortened to ‘identity’ is a visual system used to identify a company’s goals, values and personality.
Branding
A ‘brand’ is the impression the market has about a company or product.
An ‘identity’ is not a ‘brand’
‘Corporate Identity’ is not the same as ‘Branding’
Consistency and your brand’s corporate identity
• Maintain consistency. Consistency plays a vital role
in how a business is perceived.
• If an identity varies greatly from application to
application, a mixed message is being communicated.
This inconsistency can make the audience question the
legitimacy of the business.
• Keep your font usage consistent.
• Create a visual hierarchy.
• Maintain that hierarchy & relationship in all uses.
Acme Design
100 Express Drive Sydney NSW 2000 T 02 9322 0000F 02 9322 0001e [email protected]
Item one
Acme Design
100 Express Drive
Sydney NSW 2000
Tel 02 9322 0000
Fax 02 9322 0001
Email [email protected]
www.acme.com.au
Item two - WRONG! 84Item two - this type style matches the style at left.
Acme Design
100 Express Drive Sydney NSW 2000T 02 9322 0000 F 02 9322 0001e [email protected] www.acme.com.au
Dont swap alignment e.g from ranged left to centred (unless part of the design)Leading different proportionContact details too close to name‘Tel’ instead of ‘T”
If available space doesn’t allow for an identical type layout to the letterhead, ensure you maintain the same style and type integrity.
John Citizen Big Bank Incorporated 100 Express Road Paddington NSW
12/08/09
Dear SirLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te.minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum.
Feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum.Feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo exerci tation ullamcorper consequatmolestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent.
Yours sincerely,
Mr Blah
100 Horizon Street, Sydney,
NSW 2000
Tel 9222 2000
Fax 9222 2300
www.bbi.com.au
8
3. Position of the contact details encroaches on the space available for the letter and are too big.
2. No consideration given to the type design or placement of the letter.
Letter body: • Font size too big.
• Needs more leading.
• Default ‘Times’ used.
• Ugly indent
Attention to detail!
Letterhead.
This example is terrible.
BBIDesign
1. Logo is unecessarily big and awkwardly positioned.
4. Design the typestyle of the letter to complement the letterhead design.
Tip! Include a fold guide 100mm down from the top of the page. This makes knowing where to fold your letter much easier and consistent. The bottom of the page folds up to this mark. .25pt, 3mm long.
1. Ideally, place elements so that the fold doesn’t run right through them.
3. Align elements to make your design present as well considered. It can look good to align the text of the letter with your contact details. Or position the logo to align with the start of the letter.
fold
2. Avoid positioning a logo or contact details where ring binder hole punches would fall.
P
John Citizen
Big Bank Incorporated
100 Express Road
Paddington NSW
12/08/09
Dear Sir
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation u enim ad minim veniam, quis nostrud
exerci tation ullamcorper facilisis at vero eros et suscipit lobortis nisl ut aliquip ex eathe
commodoconsequat llamcorper facilisis at vero eros et suscipit lobortis nisl ut aliquip ex
ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo exerci tation
ullamcorper consequat. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
Yours sincerely,
Mr Blah
100 Citizen St, Sydney, New South Wales 2000 Tel 9222 2000 Fax 9222 2300
[email protected] www.pretenddesigncompany.com.au
P R E T E N D D E S I G N
Letterhead.
When a business regularly produces letters that run to more than 1 or 2 pages, they will often use a second letterhead design called a follower or follow-on.
The first page of the letter will be printed onto the primary letterhead, and any following pages will be printed onto the follower.
This second design will not contain the contact details.
The purpose of a ‘follower’ is to appear professional and to maximise letter space.
Follower or follow-on. Communications students...
PP
RE
TE
ND
DE
SIG
N
John Citizen
Big Bank Incorporated
100 Express Road
Paddington NSW
12/08/09
Dear Sir
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper facilisis at vero eros et suscipit
lobortis nisl ut aliquip ex ea commodo consequat Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
lobortis nisl ut aliquip ex ea commodo exerci tation ullamcorper consequat. sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo exerci tation
ullamcorper consequat. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo exerci tation ullamcorper consequat. sed diam nonummy nibh euismod tincidunt
ut laoreet dolore magna aliquam erat volutpat Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
P R E T E N D D E S I G NPLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper facilisis at vero eros et suscipit
lobortis nisl ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo exerci tation
ullamcorper consequat. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo exerci tation
ullamcorper consequat. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper facilisis at vero eros et suscipit
lobortis nisl ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod
tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo exerci tation
ullamcorper consequat. sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
Yours sincerely,
Mr Blah
100 Citizen St, Sydney, New South Wales 2000 Tel 9222 2000 Fax 9222 2300
[email protected] www.pretenddesigncompany.com.au
Assessment 2 brief requirement…
Design concept presentation template.
What is it for?
• identification Every piece of work that leaves your studio is clearly identified as having been produced by you.
• Brand reinforcement Consistent presentation style reinforces your business brand.
• consistency and professionalism go hand in hand.
• Job/concept tracking Clearly identifies each concept to help avoid confusion when discussions the presented options with your client. Job tracking record.
500gm
Caffe per BarG O C C I A D ' O R O
500gm
Caffe di CasaA R T E A N T I C A
Bowman Quinn and Nielsen Caffe Sabatini Job No. SA976 Packaging design Option A 14.04.2011
Bowman Quinn and Nielsen Urban Design Advisory Service Job No. UD955 Planning Manual Tabbed Dividers 14.04.2009
F A S H I O N F A S H I O N
Bowman Quinn and Nielsen OMO Fashion House example Job No. OM999 Logo Design Colour specifiations 14.04.2009
Design concept presentation template.
Read the brief!
Details to be included:
- Your name
- Your logo as a small, discrete sign-off
- Your class name (e.g. Banham, Mother etc)
- Assessment number (2)
- Assessment title (Design Development)
- The work on display on that page (e.g. logo)
- Date submitted
IMPORTANT!
Your design concepts are the main focus of the page!
Your template design should not
distract from the work you are
presenting nor dominate
the page. Its purpose is to
identify the work and to provide
easy reference for yourself and
the client.
It should be subtle in appearance.
Your template design should not
change with each job but remain
standard.
Do not use bleed!!!!
Your web page visuals
www.bigpond.com
Max. screen width on my imac with my screen resolution set at 1920 x 1200 pixels
• 1881 x 1020 pixel width (approx 66 x 35cm @ 72dpi)
Content safe area is
993 x 774 pixels(35cm x 27cm @ 72dpi)
� approx. 1881 pixels
� This is the content safe area
approx. 993 pixels
‘Unsafe’ area‘Unsafe’ area
This is the content safe area.
‘Unsafe’ area‘Unsafe’ area
Ensure your show your web page visuals at a large enough size on your A4 page
Consider how you will use this area.
• Brand imagery?
Consider how you will use this area.
• Brand imagery?
Another option…
Use a website’s pop-up window.
Take a screen grab (command
shift 3, or command shift 4 for a
designated area).
This will give you the correct
content safe dimensions.
* Open the screen grab file in Photoshop. Delete your screen b/g outside of the browser window. You can place this file as a b/g to work over in InDesign or Illustrator if you prefer. Ensure that none of the website underneath shows!!!!! (Remove from the photoshop file as necessary)
Replace with YOUR brand web address
Ensure you match the
size of the browser
window to the design
of your web page. If you
don’t wish to make use of
outside the content safe
areas by incorporating
a brand design element,
adjust the size of your
browser window BEFORE
you take the screen snap.
Such as this at left...
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
… rather than ‘floating’ your design within the window
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
8
You can use your brand’s secondary visual language
(such as your repeat pattern) outside the content safe area.
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
Your nameYour Class name26.08.2010Assessment 2Design DevelopmentWeb page Design
Your design concept template
When planning the design of your template, you need to ensure that the layout will complement all the different types of work you will be displaying.
Keep the design of the template details ‘discreet’.
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
Your nameYour Class name26.08.2010Assessment 2Design DevelopmentLogo Design
Your design concept template
Keep the design of the template details ‘discreet’.
Colour specs• Pantone 5753• Pantone 618• Pantone 484
• C42 M16 Y18 K62• C14 M9 Y82 K28• C0 M6 Y100 K14
• K100• K50• K25
Notice the rules have been used as the brands secondary visual language..
Ensure you use your brand’s fonts consistently.
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
Your nameYour Class name26.08.2010Assessment 2Design DevelopmentWeb page Design
Don’t do this!
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
Assessment 2Design Development
Web page Design
Your nameYour Class name
26.08.2010
Don’t place your type in the corners of the page!
Don’t use a typeface or a type style that has no relationship to your brand identity.
Don’t use bleed! Design to allow for a non print margin (should the client print from a PDF you email)
Your nameYour Class name26.08.2010
Assessment 2Design DevelopmentWeb page Design
By positioning the work on the left, this creates a more visually pleasing use of the page.
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
If you use an image of a lap top, or imac as a background, ensure your website designs are big enough to be clearly visible.
You may need to include another page showing the design only in the browser window.
Pretend Design
\[fX
Selected Projects Contact
Eriaepe conse volut elignitati con re volorit Sandis in nemped mo magnatur? Atet que sapedip icilitet que oditi cus denim voloris mo temporr ovidercient.
P
Your nameYour Class name26.08.2010
Assessment 2Design DevelopmentWeb page Design
More cool brand identities…
Very evocative old style apothecary mood created by use of type style and stock.
An identity ‘family’. Fun and quirky, although the range of business cards would be extremely expensive to produce.
An identity applied consistently on both printed material as well as the instore environment.
S M X L
Tara Guérard
Event and wedding planner.
Tara Guérard
Event and wedding planner.
Design studio named ‘GRID Communications’ strong grid design & reference in their identity.
There’s a relevant idea guiding the design!
Reference to the decorative ‘pin-holing’ often used in hand-made leather shoes.
A variety of marks have been created for the brand yet all are consistently applied.
Warm yet prestigious approach, beautiful choice of stock (paper).
Your folder design
Within my folder on the server,
there is a RESOURCES folder.
In it you will find a folder called
‘PRESENTATION FOLDER KNIVES’
The folder contains proven/existing knife guides
and designs. Do NOT print these guides in your
document or you will have horrible black lines -
place them only as a position guide.
Go to Dave Walsh’s classes as he can help you with
how to make up your folder.
Presentation folder.
• Embellishments on cover (embossed cover plus metal plate attached
• Everything knits together beautifully• Considered place for all items
Presentation folder.
• Unique design• Easy carry handle• Considered place for all items• Swing tag & metal chain gives
‘special’ appeal
Letterhead
Unique shaped die cut
Envelopes
Cards
Helpful links.
Cool logoshttp://www.behance.net/gallery/Logo-Designs/3412241
City of Melbourne brandinghttp://www.behance.net/gallery/City-of-Melbourne/276451 items
Letterheadshttp://www.youthedesigner.com/2009/12/22/83-crazy-beautiful-letterhead-logo-designs/
Folder ideashttp://www.youthedesigner.com/2011/05/18/35-creative-presentation-folder-designs-for-identity-branding/
For next week, (week 8)
You must have printed and ready AT THE START OF CLASS
at the minimum, colour prints of • your logo • your business card • your web page design (at least one page)
If you also have your repeat pattern, or any of the other course specific requirements (e.g. letterhead & follower, mood board, swing tag etc) Great! You will receive feedback and direction on these items also.
The progress, development shown in your work will go towards your final mark. If you show us little or no progress work next week, this will be marked accordingly.
( and do not then hope to receive feedback via email over the weekend or at 7.30pm next Monday/Tuesday night :-)