Instructor
BARRY C. ERDELJON
e-mail: barry.erdeljon@marymount.edu
Phone: 703-284-1652

Class meeting times
Tuesday: 3:30-5:30P.M. Rowley G215

SYLLABUS

Student groups

LINK TO STUDENT
COURSE WEBSITES

Office Hours
TUE 01:00-03:00PM GAILHAC G106
WED 06:00-07:00PM GAILHAC G106
TH 09:30-10:30PM GAILHAC G106

Other times by appointment.

Required Texts: Color - Messages & Meanings: A PANTONE Color Resource by Eiseman, Leatrice and
Design Elements: Understanding the Rules and Knowing When to Break Them by Samara, Timothy

Recommended subscriptions:
1. GD USA Magazine - FREE
2. Communications Arts magazine – Reference Prof. Erdeljon for student discount
https://store.commarts.com/studentlookup

Lectures, project assignments, exercises, weekly readings and due dates
Assignment due dates are subject to change pending client projects and deadlines

1/15   
Introduction:  Course objectives and review syllabus
Discussion: Getting organized https://trello.com and time management apps
Create a WordPress course site using Twenty Twelve theme at: http://commons.marymount.edu
...................SName your site "http://commons.marymount.edu/studio your last name" (all lowercase)
add page links: "Exercises" and "Readings" and "Marketing campaign" with pull down link "Topic Research"
Example: https://commons.marymount.edu/studiogriffin/

What you need to know before designing - the design process: 

1. Research + Concept + Content = Design Brief
2. Initial Design Concepts - roughs: https://commons.marymount.edu/elbayyaportfolio/halloween-poster/
   http://www.mudesign.net/portfolio/poison/
3. Copy outline
4. Comprehensive layouts (including client feedback): http://www.mudesign.net/portfolio/poison_revised/
5. Visuals - create, contract or purchase
6. Final copy
7. Final designs and visuals
8. Revised final design - based on client feedback: http://www.mudesign.net/portfolio/poison_revised/alts/
   Examples:
   http://alphabetsoupblog.com/?m=201501
   http://alphabetsoupblog.com/?paged=3
   

Branding and integrated marketing campaigns
Branding: Marketing, advertising, and other promotional activities only communicate your brand personality and message. Your brand is comprised of your personality, your voice, and your message; branding is the process of establishing these traits. Example: http://www.adweek.com/creativity/just-do-it-is-easier-said-than-done-in-nikes-fun-new-ad-campaign/

Production files:
PDFs 300 dpi CMYK for commercial printing
RGB actual size 72 - 105 dpi for on screen
JPEGs 150 - 300 dpi for inkjet printing

Due 1/22: posted to your course website before start of Tuesday class
1. Exercises: Review each of these branding campaigns and explain why they are so effective:
https://www.commarts.com/project/3997/eyescream-and-friends-identity
https://www.commarts.com/project/8513/custom-color-corp
https://www.commarts.com/project/10701/elderbrook-drinks-identity

2. Branding and integrated marketing campaign: Cited research based product description and purpose. Has to be either a product that evokes empathy and social justice and or is sustainable with

Empathy and social justice http://extreme.stanford.edu/projects/embrace/

A. Research report: cited and annotated

1. Subject/topic research
2. Historic - 3-5 sources
3. Competitor - 3-5 examples
4. Audience
        Visual vocabulary - mood board
        Education
        Geopolitical
5. Media perception - 3-5 sources/examples
6. Social media presence/trending - 3-5 sources/examples
7. (#7 not require to be completed) Focus groups and market testing and market targeting

B. Creative Design Brief PDF version:Creative Design brief

3. Weekly Readings:

1. Design Elements: Twenty Rules for Making Good Design. 8-29pgs.
Post a list of the 20 rules under weekly readings under the heading "Twenty rules for making good design"

2. Read this blog post and explain what you learned: https://medium.com/@rena_zuabi/what-is-the-role-of-product-in-transformational-social-justice-96faef8007c6

1/22:
Discussion: Branding and integrated marketing campaigns
Integrated marketing: It means your company breathes your brand’s image.
Your website, billboards, business cards, slogan, logo, mission statement, newspaper ads, commercials and even your receptionist’s voice all say the same thing: We are X. We stand for Y. We give you Z.

Branding and integrated marketing campaign: Cited research based product description and purpose. Has to be either a product that evokes empathy and social justice and or is sustainable with

What makes an effective integrated marketing campaign?
1) Messages that grab customers by the eyeballs and the gut. Think about what your company stands for and what it really does for customers. Then find ways to connect with your audience in a meaningful way and spread your brand’s identity on every media.
2)Consistency and harmony. All of your marketing platforms and your company’s everyday spirit should always be communicating that single brand identity.
Example: http://www.adweek.com/creativity/just-do-it-is-easier-said-than-done-in-nikes-fun-new-ad-campaign/
Emory's World Calendar: https://jenwong.squarespace.com/#/emerys-world-calendar/
Hawkeye: https://jenwong.squarespace.com/#/emerys-world-calendar-1/
Handcrafted for Hope: https://commons.marymount.edu/handcraftedforhope/
http://www.hawksbillhope.org/?page_id=765

Due 1/29: posted to your course website before start of Tuesday class
1. Exercises: Review each of these integrated marketing campaigns and explain why they are so effective:
https://www.commarts.com/project/15477/ikea
https://www.dandad.org/en/d-ad-always-like-a-girl-campaign-case-study-insights/
https://www.commarts.com/project/14431/dc-shoes-integrated-campaign
https://www.dandad.org/en/d-ad-pedigree-k9fm-case-study-insights/

2. Branding and integrated marketing campaign: Cited research based product branding concepts through tight comprehensive layouts including:

A. Research findings (report): cited and annotated

1. Subject/topic research
2. Historic
3. Competitor
4. Audience
        Visual vocabulary
        Education
        Geopolitical
5. Media perception
6. Social media presence/trending
7. (#7 not require to be completed) Focus groups and market testing and market targeting

B. Revised Design Brief

C. Revised roughs/comprehensive layouts: cited and annotated

...................S1. Product, position line, logo/logotype/symbol and packaging in #D perspective
...................S2. Social media
...S................3. Three (3) additional promotional/advertising items of your choice

3. Weekly Reading: Design Elements: Read Chapter 1 Form and Space.
Post five things you learned about designing with form and space

2/5:

Empathy test: https://psychology-tools.com/test/empathy-quotient

Empathy is the ability to sense other people’s emotions, coupled with the ability to imagine what someone else might be thinking or feeling. Research suggests that empathic people tend to be more generous and concerned with others’ welfare, and they also tend to have happier relationships and greater personal well-being. Empathy can also improve leadership ability and facilitate effective communication.

Discussion: What makes an effective design layout - Space and hierarchy?
Using the Golden Ratio: http://www.creativebloq.com/design/designers-guide-golden-ratio-12121546
Using the rule of thirds in graphic design: Using the rule of 3rds

Due 2/12: posted to your course website before start of class
1. Exercises: Play type connection game http://www.typeconnection.com and indicate which font pairs "dated well" and explain what you learned abut choosing fonts:

2. Branding and integrated marketing campaign: Cited research based integrated marketing campaign for your product - concepts through tight comprehensive layouts. Including:
...................S1. Series of 3 print/on-line advertisements
...................S2. Website home page.
...................S3. Outdoor or transit advertising or signage

3. Weekly Reading: Design Elements: Read Chapter 2 Color Fundamentals
Post five things you learned about designing with color

Adobe Create magazine: DIGITAL DESIGN TRENDS TO WATCH IN 2018
Post how reading this articel will affect your designing in the future

2/12
Discussion:

Discussion: Packaging designs
Rule of thirds and golden ratio in print
Advertising appeals: Emotional and rational appeals

Selecting brand colors: https://piktochart.com/blog/inspirational-brand-colors/

1. Trending: deisgn award annuals and Pantone Color Institute
2. Historic timeperiods, pallettes used historicly: refence books and websites
3. Cultrual significance past and present: reference books and websites
4. Physcology of colors: refence books and websites
5. History of colors, origins and uses: refence books and publications

Due 2/12 in class: posted to your course website under Marketing campaign
1. Exercises: Read https://visme.co/blog/types-of-advertising-appeals/ and choose three advertising appeals that will work best for your product and explain why?
2. Exercises: Select your brand color palette of 5 colors. Create 1"x1" square color swatches of each color and indicate the PMS color number and CMYK equivalent. Explain how your brand color palette is relevant to your campaign purpose specifically citing each of the 5 resources listed above.
3. Exercises: Select your brand typography. Read: http://mudesign.net/studio/selectingtype.html Choose four fonts - a primary font (main heads), secondary font (subheads), and tertiary font (text/copy) and explain why the fonts are relevant to your campaign purpose specifically citing 2-3 resources below. Your primary font can be a display font.

1. Trending fonts; https://www.myfonts.com
2. Indentify the fonts you choose: http://www.identifont.com and https://www.fontsquirrel.com/matcherator
3. History of the font - the designer and the date the font was released
4. Fonts by categories: https://www.linotype.com/catalog/categories.html
   

Due 2/19: posted to your course website before start of class
1. Branding and integrated marketing campaign: Revised final tight comprehensive layouts and creative rationale including:
Examples: https://selbayya.wixsite.com/portfolio/copy-of-the-banner-6
https://commons.marymount.edu/studiogriffin/marketing-campaign/deliverables/
...................S1. Image or rendering of product
...................S2. Product with packaging – uniqie aspects of your product should be most visible
...................S2. Branding logo and positioning line – that appears onthe packaging, website, in the ads, and on promotional pieces
...................S3. Series of 3 print/on-line advertisements https://www.canva.com/learn/images-that-sell/
...................S4. Website home page plus 1 additional page
...................S5. Outdoor or transit advertising
...................S6. Creative rational with cited research: link to assignment

3. Weekly Reading: Design Elements: Read Chapter 3 Choosing and Using Type
Post five things you learned about choosing and using type in your designs

2/19:
Mounting Boards 
Crescent #6008 Ultra Black Smooth Board 15"x20" 15 pack
Art Alternatives - Super Black Presentation & Mounting Board - 5-Pack - 15" x 20"
Bainbridge Letramax No. 100ST Super Black Mounting Board 15 in. x 20 in. each
Crescent Letramax No. 100ST Super Black Mounting Board 15in. x 210in. each
Or equivalent - black mounting boards with black edges that will not finger print 
and are erasable without scuffing

For mounting laser and inkjet prints 
3M Spray Mount Artist's Adhesive
3M General Purpose 45 Spray Adhesive, 10-1/4-Ounce

For mounting photo prints printed on photo paper
3M Photo Mount Spray Adhesive

Discussion: Informational promotional brochures

Due 2/26:
1. Handed in start of class: mounted branding and integrated marketing campaign

2. Informational promotional brochure: posted to your course website, under a new link "Brochure" before start of class
...........1. The topic of your brochure

2/26:
Discussion: Informational promotional brochures:
Know your objective like the back of your hand - know your purpose and objective
.........A. Know your audience/readers
..................1. Keep it simple and image rich
..................2. Go straight to the point
..................3. Write concise headlines
..................4. Avoid big words
..................5. Avoid fluffy adjectives
.........B. Design for your readers
..................6. Add appropriate images
..................7. Put an emphasis on the headline
..................8. Practice font restraints
..................9. Choose the right colors
Make the brochure worth keeping

Due 3/5: posted to your course website before start of class
2. Exercises: Review five informational brochuresfrom the links below and explain how they effectively inform you about the topic of the brochure discuss the style, use of typography and color and choice and use of visuals:
https://www.commarts.com/project/5388/lantern-theater-company-promotional-materials
https://www.commarts.com/project/16314/beijing-yintai-centre-brochure
https://www.commarts.com/project/16956/orla-kiely-for-target-editorial-look-book
https://issuu.com/arenatheatre3/docs/er1161_-_arena_theatre_programme__2
Pick 1 musuem brochure design: http://jayce-o.blogspot.com/2012/12/exhibition-museum-brochure-design-ideas.html

3. Informational promotional brochure:
...................S1. Select a local museum, historic site, or nonprofit for your brochure topic
...................S2. Six or more cited research sources for your brochure
...................S3. Explain how each cited source contribute to the design and copy of your brochure

3. Weekly Reading: Design Elements: Read Chapter 4 The World of Image
Post five things you learned about selecting and designing with image

3/5:
Discussion: Design process applied to inforamtional brochure design

Due 3/19: posted to your course website before start of class

Informational promotional brochure: for either a local museum, historic site or nonprofit approved by the instructor:
Posted to your course website under "Informational Brochure"
Revised:
...................S1. Cited annotated research including: (annotations should explain how the source will be used in your brochure)
...................S............1. Six primary sources
...................S............2. Six quotes that will appear in your brochure
...................S............3. Six additional sources of your choice
...................S............4. EXTRA CREDIT: Another six additional sources of your choice

...................S2. Design brief using this template: Design Brief template

3/19:
Discussion: What makes an effective design layout - eye-flow, readability and comprehensive
Using the Golden Ratio: http://www.creativebloq.com/design/designers-guide-golden-ratio-12121546
Using the rule of thirds in graphic design: Using the rule of 3rds
Using grids for page layouts: Using the grid

Effective brochure typography - contrast, three fonts is enough, readability, legibility
...................S1. Serif + San Serif, script and decorative/display
...................S2. San Serif + Serif, script and decorative/display
...................S3. Font pairing

Due 3/19 by end of class
Informational promotional brochure:

...................S1. Copy and visual outline for front and back covers and 10 additional pages.
...................SUse two columns: 1 column for copy and one column to list, explain and or show thumbnails of visuals
...................S............1. For each page indicate what 3 or more visuals will be off including a primary visual and 2-3 secondary smaller images
...................S............Visuals should include any combination of:
...................S..............................S.A. Original photos and or illustrations you create
...................S..............................S.B. Public domain archival images
...................S..............................S.C. Public domain and or stock images
...................S..............................S.D. Graphics such as maps, charts etc.

...................S............2. For each page indicate what the copy will be including:
...................S..............................S.A. Page title
...................S..............................S.B. Page title subhead
...................S..............................S.C. 2-3 secondary subheads
...................S..............................S.D. The text for the entire page

Due 3/26
...................SA. Examples of tight logo roughs with copy included by previous students:
........................Shttps://commons.marymount.edu/cbnnovalogos/
........................Shttps://commons.marymount.edu/biddirectory/
........................SNVFPN_Logos_Roughs.jpg
........................Sopiod_logos.html

1. DAHshers t-shirt design symbol/graphic: - posted to your course website using new link "DAHshers"
...................S1. Ideation brain storming
...................S2. Inspirational visual research - at least 6 items
...................S3. 3 distinctly different very tight rough designs - the words have to be done on the computer

2. Department of Health and Human Services uniform/apron symbol/graphic: - posted to your course website using new link "DHHR"
...................S1. 3 distinctly different very tight rough designs - the words have to be done on the computer
...................S2. Must include the following:
...................S............1. Department of Health and Human Performance
...................S............1. Marymount de fleur logo:

3. Informational promotional brochure:
Revised and or completed:
...................S1. Copy and visual outline for front and back covers and 10 additional pages.
...................S2. Visual and or illustrations and or graphics
...................S............1. Original photographs and or illustrations and graphics
...................S............2. Public domain and archived photos and or illustrations
...................S............3. Any stock photos and or graphics
...................S3. Rough layout of brochure using folded paper to size of final brochure

4. Weekly Reading: Design Elements: Read Chapter 5 Putting It All Together
Post five things you learned about page layout that will help you be a better designer

3/26:
Critique: DAHshers and DHHR logos
1. Resize logos to 3" x 3" not counting boarder space
2. Turn in logos in my instructor drop box or air drop to instructor's iMac - full name and either DHHR or DAHshers as file names

Review informational promotional brochure:
...................S1. Copy and visual outline
...................S2. Rough layouts

In class:
...................S1. Revise logos
...................S2. Work on brochure layouts

Due 4/2
1. Informational promotional brochure:
A. Completed copy for entire brochure
B. Page layouts for entire brochure (indicate any missing photos and or illustrations with labeled image boxes)
C. As many of the images as you can find and or take
D. PDF of brochure for screen viewing - in my drop box or air dropped - name your PDF file "your full name info brochure"

4/2:
Discussion: review work-in-progress brochures

Due 4/9:
1. Informational promotional brochure:
A. Completed brochure PDF in my drop box - name your PDF file "your full name info brochure"

4/9:
Discussion: collect finished brochure PDFs
Printing and assembling brochures for client presentation

Due 4/16 : Revised brochures layouts as screen version compressed PDF
Each page of your brochure needs to include:

1. A primary visual and 2-3 secondary supportive smaller images
2. A graphic relevant to the page topic or overall brochure
3. Page title
4. Page title subhead
5. 2-3 secondary subheads
6. The text for the entire page

4/16:
Discussion: Revised layouts - critique
Printing and assembling brochures for presentation

Due 5/7 : Ethical dilemma papers

Past Due Assignments for brochure project::

1.Research including 1st person source times
2. Creative brief
3. Color palette
4. Typography
5. Outline of copy and visuals
6. Complete written copy for entire brochure
7. All visuals including original and archival photos, illustrations and graphics
8. Layout PDF
9. Revised layout PDF

Due 5/7 : Ethical dilemma papers
1-3 pages typewritten – spell and grammar checked

1. State the ethical dilemma/challenge
2. Use at least 5 cited sources to explain and to support favorable point of view.
3. Use at least 5 cited sources to explain and to support unfavorable point of view
4. Conclusion explaining what your point of view is and why based on what you learned from your cired sources.

Mohammed Alferaehy: Is it appropriate to copy other peoples logo?

Fatima Baeshens: Is it ever appropriate to do something unethical to satisfy a client?

Allison Brodell: Should information be filtered before being posted on social media? The creator of the content, social media website, person sharing information?

Julianna Carfaro: ????????

Santiago Cerquera: How much of a culture’ symbols or items is it acceptable to use to advertise to that culture?

Mafggie Cheng: Is it ever appropriate to falsely advertise?

Heather Church: Is it ethical to use a confidential source in a news story?

Teka Edwards-Deere: Should you work at job that goes against your morals.

Marc Forbes: Is it okay to use an image that may not be CC if the alternative is not having an image at all.

Kelli Humphrey: Inspired or Stolen? Where is the line between being inspired and repurposing someone’s work and copying it?

Becky Lake: Should satire news identify that their content is fake/satire?

Marta Pisa Sanz: Working and creating ads for controversial company/product (like tobacco companies) is it moral or not? Would you do it just for the money?

Gabby Rivas: Is it ethical to use someone else’s work if it’s not copyrighted?

Blake Vernon: At what point is image altering unacceptable and misleading for news photography?

Omar Zarea: Is it appropriate to use filters on news photographs and in informational design

4/23: No class - Monday schedule of classes

4/30:
Discussion: Ethical dilemma papers
Printing and assembling brochures for presentation

Due 5/7 : Printed assembled brochure
Ethical dilemma papers

Final Exam: Tuesday 5/7 3:00-5:30 Rowley G215
Due: Printed assembled brochure
Ethical dilemma papers