CMD 360 Communication Design Studio

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

Class meeting times
TTH: 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 02:00-03:00PM 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

Required Supplies:
1. Personal computer or access to a computer outside of the classroom with Adobe Creative Suite

2. Sufficient available storage space on your Marymount google drive.   

3. Two 32GB or larger USB 3 thumb drives.
Recommended: Kingston Digital 64 GB Data Traveler
SE9 G2 USB 3.0 Flash Drive

3. 8 ½ x 11” or larger paper or sketch book and pencils for roughs

4. Mat Board, knives, rulers, glue and color printing as necessary for assembling and mounting projects

Recommended Supplies: External Hard Drive, at least 80GB or more, USB 3 or Thunderbolt.

Academic priced
Creative Suite

1. creative cloud

RESOURCES
Free & inexpensive
Images, sounds, & video
Clip art, photos,
sounds,music and video

MARYMOUNT DIGITAL SIGNAGE
http://mudesign.net/studio/digital_
signage_guide.pdf

Research
1. designarchives.aiga.org
2. www.commarts.com
3. scholar.google.com
4. Marymount Library-Learning-Services
5. libguides.com/graphicdesign
6. libraryspot.com
7. https://www.ask.com
9. lsoft.com/lists

DESIGN EXAMPLES
designarchives.aiga.org

http://theinspirationgrid.com

MUSEUMS
http://www.cooperhewitt.org/
http://americanart.si.edu/
http://www.loc.gov/exhibits/
http://americanhistory.si.edu/

Identify a Font
http://www.identifont.com
https://www.fontsquirrel.com/matcherator

Selecting a font
Font identifier
www.identifont.com

Fonts by inspiration

Font
games
18 font games

Designing
1. Design Process
2. Client Survey
3. Research
4. Concept
5. Layout
6. Ad design
7. Poster Design
8. Logo Design
......Intro
......Abstract
......Pictorial
......Compound

.....Try Different...
9. Guerrilla Mkt.

10. Typography
......Selecting Typefaces
......Improving type
......Choosing type
..... Special Characters
......Type Docuemntry
......Type Connection
11 Type &
..... Layout Samples
......Mag Covers
......More Mags
......
More Mags
......
Book Covers
......CD Covers
......DVD Covers
11. Storyboards
......http://accad.osu.edu
......afags

ORGANIZATIONS
1. AIGA D.C.
2. AIGA National

PUBLICATIONS
1. comarts.com
2. gdusa.com
3. creativepro.com
4. cmyk.com
5. printmag.com
6. wired.com

Fount sourses:
www.itcfonts.com
Adobe fonts
www.fonts.com
www.t26.com
www.monotype.com
www.acidfonts.com
http://www.linotype.com
MyFonts
Fontstand 
Fontspring
FontShop
Zimmer
Fonts.com
Typekit


 


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


1/16 &18:   
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/khbakerportfolio/

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 1/23:
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/10803/bruk-identity
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 sustainable product and or a product that evokes empathy or social justice

A. Research 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. Design Brief


3. Weekly Reading: 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"


1/23 & 25:
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.

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/

Due 1/30: 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


1/30 & 2/1:
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 2/6: 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


2/6 & 8:
Discussion: Branding and integrated marketing campaign final critiques and revisions
Selecting 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 Thursday 2/8: posted to your course website before start of class
1. MU Opioid campaign logo: Six tight comprehensive loog designs with a graphic and test:
...................S1. Three (3) for: Opioid Awareness @ Marymount Univeristy
...................S2. Three (3) for: "I'm in" the MU Opioid Learning Community

.................
...S3. Some with the purple ribbon
....................S3. Some with the purple fleur_de_lis http://mudesign.net/studio/mu_logo_ribbon.html

....................S....................S
http://mudesign.net/studio/mu_logo_ribbon.html

Due 2/13: posted to your course website before start of class
1. Branding and integrated marketing campaign: Revised final tight comprehensive layouts and creative rationale including:
...................S1. Image or rendering of product
...................S2. Branding logo and positioning line
...................S
3. Series of 3 print/on-line advertisements
...................S4. Website home page plus 1 additional page
...................S5. Outdoor or transit advertising
...................S6. Creative rational with cited research

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


2/13 & 15:
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: Logo designs for Young Entrepreneurs Academy (YEA!)
About YEA: http://mudesign.net/studio/YEA.pdf

Product information design brief: YEAdesignerworksheet
Know your purpose and objective like the back of your hand - is it a new or improved product or service
.........A. Know your audience
..................1. Age
..................2. Education
..................2. Socioeconomic status
..................3. Standout from the competition
..................4. Check for copyright and trademark violations
..................5. Avoid fluffy adjectives
.........B. Design for your market
..................1. Keep it simple
..................2. Stylistically appropriate to product purpose
..................3. Stylistically appropriate primary audience
..................4. Choose the right colors
..................5. Standout from the competition
Make the logo memorable

Due 2/20:
1. Handed in start of class: mounted branding and integrated marketing campaign

posted to your course website before start of class
2. Exercises: Read this article https://www.logolounge.com/articles/2017-logo-trends and:
...................S1. list the 15 current trend in logo designs
...................S2. Pick your three favorite trends and explain why
...................S3. Pick your three favorite logos from the examples and explain why they are effective:

3. Logo designs for Young Entrepreneurs Academy (YEA!): Read write a summary of what you learned about YEA!
...................S1. http://www.arlingtonchamber.org/young-entrepreneurs-academy-yea.html
...................S2. http://mudesign.net/studio/YEA.pdf
...................S3. YEAdesignerworksheet


2/20 & 22:

Discussion: Young Entrepreneurs Academy (YEA!) logo roughs

Due 2/27: posted to your course website before start of class
1. Young Entrepreneurs Academy (YEA!) logo tight roughs with copy
...................S1. Three completely different logo designs for each product you were assigned
...................S2. Three versions of each of the three different logo design for a total of 9 designs
for each assigned product


2/27 & 3/1:
Discussion: Young Entrepreneurs Academy (YEA!) logo design critiques and revisions

Parkland students are first glimpse of post-millennial wave that will change the country

Due 3/6 by end of class: posted to your course website before start of class
1. Young Entrepreneurs Academy (YEA!) log roughs
...................S1. Three finished logo designs with copy for each product you were assigned



3/6 & 8:
Discussion: Young Entrepreneurs Academy (YEA!) logo design critiques and revisions

Due 3/6 by end of class: posted to your course website before start of class
1. Young Entrepreneurs Academy (YEA!) logo designs
...................S1. Three finished logo designs with copy for each product you were assigned

2. FINAL revised brand marketing campaings – mounted

3. Readings:

A. Read branding-ucda-designer-42-04.pdf and write what you learned about this article
and post under "readings" on your course website

B. Watch https://youtu.be/7Dcu_bip8EM and write what you learned from this video
and post under "readings" on your course website

4. Young Entrepreneurs Academy (YEA!) log roughs
...................S1. Three finished logo designs with copy for each product you were assigned


3/13 & 15: no classes spring break


3/20 & 22:

Discussion: Young Entrepreneurs Academy (YEA!) logo design client alts
https://commons.marymount.edu/yealogos/

Due 3/27 : posted to your course website before start of class
1. Young Entrepreneurs Academy (YEA!) logo designs
...................S1. Final logos including client alts

Baraa:
Ni-Cool Designs by Nicole Randolph
..........S Hair, nails, and makeup the Ni-Cool way

Dan:
Saved Savors by Malate Alemu
..........SNo slogan
Checkout by Darien Killebrew
..........S Personalized shopping streamlined

Hannah:
Glam Ceram by Hailey Tanenbaum
..........S Living glam with glam ceram
CryptoCore by Andrew Zack
..........S Cryptocurrency. Simplified

Jasmin:
TEDA by Alec Sgily and Jalen Rougier-Roane
..........S Helping young athletes achieving longterm success
Tudor Express by Charlie Firr and Jonathan Debutts
..........S No slogan

Julia:
Unboxed by Jack Stoody
..........S Providing affordable, customizable snack and beverage boxes to customers when and where they need it
Immersa by Sarah Naghmi
..........S Immerse in the languages of the world

Nouf:
Checkout by Darien Killebrew
..........S Personalized shopping streamlined
Soup Smiles by Ahmei Thevoz
..........S A soup company with your heart in mind

Sara:
Mad Media by Anju Khemka and Dawit Daniel
..........SNo slogan
Paw swap by Nadia Malik
..........S We will find your pawfect pair

Sarah:
Glory Young Girls by Sabrina Oh
..........SNo slogan

No logo needed: Discount Essentials
..........S Save for what really matters


3/27 & 29 - no Thursday class Easter holiday
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 4/5: posted to your course website before start of class
2. Exercises: Review each of these informational brochures 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://www.arenastage.org/shows-tickets/images/Arena%20Stage_2013-14%20Season%20Brochure.pdf
Pick 1 musuem brochure design: http://jayce-o.blogspot.com/2012/12/exhibition-museum-brochure-design-ideas.html

3. Informational promotional brochure: Cited research based design brief and creative rationale including:
...................S1. Copy outline for cover and 8 pages
...................S2. Rough cover layout
...................S3. Three possible rough page layouts

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


4/3 - no Tuesday class Easter holiday 4/5:
Due 4/10:
posted to your course website before start of class
1. Catholic Business Network:
...........1. Completed research report: annotated and cited:

        1. Subject/topic research
        2. Historic
        3. Competitor
        4. Audience
               Visual vocabulary
               Education
               Geopolitical
        5. Media perception - news articles treatment of the organization and or topic
        6. Social media presence/trending


...........2. Design brief using this document: Design Brief
...........3. Rough logotype layouts https://commons.marymount.edu/cbnnovalogos/
...................S1. Three different design concepts
...................S2. Three different treatments for each design concept
...................S3. At least 9 logo designs

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


Discussion: Review:
...................S1. Cited research based design brief and creative rationale including:
...................S2. Copy outline for cover and 8 pages
...................S3. Rough cover layout
...................S4. Three possible rough page layouts

Due 4/TBD: posted to your course website before start of class
1. Exercises: Review each of these informational brochures and explain why how they effectively inform you about the topic of the brochure:
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://www.arenastage.org/shows-tickets/images/Arena%20Stage_2013-14%20Season%20Brochure.pdf
Pick 1 musuem brochure design: http://jayce-o.blogspot.com/2012/12/exhibition-museum-brochure-design-ideas.html

2. Informational promotional brochure:
Revised:
...................S1. Cited research based design brief and creative rationale including:
...................S2. Copy outline for cover and 8 pages
...................S3. Rough cover layout
...................S4. Three possible rough page layouts

3. 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

 

 

4/10 & 11:
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

Due 4/17: posted to your course website before start of class
1. Informational promotional brochure:
...................S1. Final copy
...................S2. All final images
...................S3. Tight comprehensive cover layout
...................S2. Tight comprehensive page layout


4/17 & 19
Discussion
: Review:
Informational promotional brochure:

...................S1. Final copy
...................S2. All final images
...................S3. Tight comprehensive cover layout
...................S2. Tight comprehensive page layout

Due 4/24:
posted to your course website before start of class
Informational promotional brochure:

Revised:
...................S1. Final copy
...................S2. All final images
...................S3. Tight comprehensive cover layout
...................S2. Tight comprehensive page layout


4/24 & 26
Discussion
: Informational promotional brochure: work-in-progress critiques:

Due 5/1:
posted to your course website before start of class
Informational promotional brochure:
...................S1. Final complete brochure design including cover and all pages:


5/1 & 3

Informational promotional brochure:
...................S
1. Printing
...................S2. Assembling

Due for FINAL:
Hand in finished informational promotional brochure


Final Exam:
Tuesday 5/8 3:00-5:30 Rowley G215
Due: TBD

Types of research
Subject/topic research
Historic
Competitor
Audience
     Visual vocabulary
     Education
     Geopolitical
Media perception
Social media presence/trending
Focus groups and market testing and market targeting

Environmentally responsible - sustainable- carbon footprint
Sustainbility: https://storyofstuff.org/movies/story-of-stuff/

Socially consciousness - socially redeeming - social justice
Socially responsible companies:

http://adage.com/article/cmo-strategy/10-companies-social-responsibility-core/143323
http://fortune.com/2017/04/21/earth-day-daily-products-sustainable-environmental-eco-friendly/
https://www.businessnewsdaily.com/5499-examples-socially-responsible-businesses.html

Brand marketing

Building your own brand essentially boils down to 7 steps:

https://blog.hubspot.com/blog/tabid/6307/bid/32763/the-10-greatest-marketing-campaigns-of-all-time.aspx
https://www.google.com/amp/s/www.brandwatch.com/blog/top-10-marketing-campaigns-2017/amp/

If a brand campaign fails to achieve results, consider the following factors that could require specific attention:

Market Research Analysts gather data about a market segment, in order to guide how a company presents its products and/or services to customers.

What do they do?

Brand marketing is as much about product quality as it is about communication, with poor product quality affecting a customer’s perception of a brand far more than good quality can. This attention to quality must extend to every aspect of the company’s interaction with customers, including the company website and social-media activity. Internet marketing of a brand cannot be done as an afterthought, with little investment; any deficiency will reflect on the company’s reputation, and all its products and services.(See also Internet Marketing)

http://www.marketing-schools.org/types-of-marketing/brand-marketing.html

Types of internet marketing

The Internet is an interactive, multimedia space with a vast and growing population. This means that there are an increasing number of ways to reach potential customers. These include, but are not limited to:

An Internet marketing campaign doesn't have to be comprehensive. Not all campaigns need an email newsletter, a viral video, or a social networking component, but finding the right balance between these options typically leads to greater rates of success for marketing professionals.

For instance, a strong Internet marketing campaign for the release of a new album might consist of a website about the album, daily updates by the artist on social networking pages, and a music video released on popular video sites like YouTube.

The first step is to identify the audience for the product. Who is interested in this product? Who does the business want to interest in this product? Once the target audience is identified, the next step is to conduct research about how that particular demographic uses the Internet so the campaign can focus on the best method of reaching them.