• Logos= a mark to claim ownership (12)
• Why: “differentiate from competition, create a focus internally, provide clear identification, enable the audience to form a personal relationship, create merchandising opportunities, create credibility, bring order to chaos, communicate the message” (15)
• Kinds: marks, trademarks, signatures, identity, brands, wordmarks, symbols, monograms (17-18)
• Know your client and your audience, identify-don’t explain, design for longevity, create for a variety of media, (22-38)
Campbell, Alastair. The New Graphic Designer's Handbook. London: Quarto Plc, 1993.
• What to record on the first meeting with client (briefing): Client name/s, date & time, people present, job description, audience, budget. (8-10)
• Present rough (sketch, basic); “final” rough however must be a detailed and as accurate as the final product.
• Basic equipment should include: drawing board, good light, measuring equipment (71)
• Various writing instruments include drawing pencils, colored pencils, pens, felt tipped markers, inks, and airbrushes.
Rabinowitz, Tova. Exploring Typography. Clifton Park, NY: Thomson Delmar Learning, 2006.
• Typography - “the study, use, and design of sets of identical repeated letterforms” (1)
• Terminals are end points of a stroke, serifs are extensions of terminals (56)
• Pica is used for measuring lines of type, one pica is equal to 12 points. 1 inch equals 6 picas. The point size of a typeface includes the type size and the leading. (64-65)
• Typeface-a collection of letterforms that have been especially designed to go together, font- all the characters of a type face necessary for typesetting, type style- modified version of type face, type family- a collection of type including the original type face and all type styles or a category type is classified into based on historical origin. Common classifications- blackletter, humanist, old style, transitional, modern, eqyptian, sans serif, script, and display.(75)
• Serif fonts are easier to read than sans-serif as a body text. (174-175)
• Words that describe different characteristics of a design’s form: balance, unity, contrast, color, value, texture. (200)
• 5 basic Laws of Gestalt: The Law of Similarity, Proximity, Common Fate, Closure, and Continuation (207-217)
• you can emphasize an object by varying the size, color, texture, shape, or orientation (221-222)
• when designing for legibility keep in mind the top half and the right side because they are most crucial to character recognition (287)
• standard guidelines for designing typeface: baseline traditionally divides em square at 20%, cap height is usually between 75-85% of em square, x-height is usually 50-80% of cap height (288-290)
• connotative elements- “evoking emotions or suggesting associations with familiar experiences or memories” graphic resonance- “the underlying tone of a design, set by utilizing connotative elements in the design” (348)
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