MODULE DESCRIPTOR TITLE Principles of Typography SI MODULE CODE 31-4047 CREDITS 20 LEVEL 4 JACS CODE W210 SUBJECT GROUP Graphic Design DEPARTMET Visual & Performing Arts MODULE LEADER John Young MODULE STUDY HOURS (based on 10 hours per credit)* Scheduled Learning and Teaching Activities Placement (if applicable) Independent Guided Study 60 /A 140 200 MODULE AIM Total umber of Study Hours This module aims to enable you to develop a sound working knowledge of basic typographic skills, conventions and terminology through the investigation and application of traditional and current typographic practice. Producing typographical design work using creative digital typographic design applications. The focus for the module is in the use of principles and procedures of typographic design, applying the use of typographic design techniques competently to develop typographic design outcomes. MODULE LEARIG OUTCOMES By engaging successfully with this module a student will be able to: 1. Understand traditional and current typographic practice. 2. Apply current typographic practice in producing design work. 3. Combine typography together with the utilisation and disposition of colour, space formats and layout structures to influence words and images. 4. Produce integrated typographic outcomes which communicate meaning, messages and information. IDICATIVE COTET The development of typefaces letterforms and their origins will examine Trojan letters, development of scripts, invention of type, letterpress printing, classification of typefaces and research in to contemporary type design, designers and technology. How type and letter forms influence factors such as, communication needs, language, signs, symbols and digital technologies. How differing factors impact on communication such as typeface styles, letterforms, the use and construction of words. Use of the correct terminology when identifying the different parts of a letter and apply typographic terms and expressions. How to apply and explore typographic design by using creative typography and digital techniques within your own work. Use digital page layout grids and practice style formatting techniques.
Use a combination of different file formats when preparing outcomes for presentation on paper or on screen. Learn how to critically analyse your work using appropriate technical language against technical standards and fitness for purpose. LEARIG, TEACHIG AD ASSESSMET - STRATEGY AD METHODS You will develop knowledge and practical design skills relevant to designing page layouts. You will also be taught the correct use of a set of rules or conventions which are part of accepted typographic practice. You will be able to use the correct terminology relevant to a wide range of typographic applications and use your knowledge to develop ideas for applications such as page layouts, posters, corporate identity, signage, advertisements and CD booklets. You will be taught how to recognise factors that may improve or impair legibility and how to address these factors creatively. You will use industry standard publishing and font design software as you work through the module. Whether designing for magazines spreads, posters, signage, web pages or packaging, using typographic rules and conventions is accepted practice within the art and design industry. Workshops will give you opportunities to investigate all aspects relevant to layout and typography briefs such as the specified audience using the intended print media through a variety of specific tasks so you can familiarise yourself with typography and page layout conventions and terminology. This involves using relevant computer applications and incorporating grids through to legibility, scale and investigating copyright issues. To further complement this practical side of typography you will be taught to use the correct terminology in the context of what you are designing/producing. By understanding more about the terminology and conventions used in typographic design you will be able to produce informed graphic design using type with a degree of subtlety and sophistication. You will examine examples of the work of others, such as the Bauhaus to present day designs. You will be encouraged to form opinions and be influenced by these examples by considering the effectiveness of typographic and layout design, and the use of visual elements, to achieve end results. You will also be encouraged to investigate examples using the internet, libraries and multi-media sources which will inform your learning by encouraging analytical and discussion skills. You will be shown the main typographic conventions and accepted practices within page layout design such as the use of grids, columns and folios. You will be shown how to analyse a variety of examples of typographic and layout design to emphasis how conventions have been applied. You will first be taught the accepted rules of typography and page layout design and then be encouraged to experiment with your own ideas whilst maintaining legibility and aesthetics. You will be shown how to develop ideas for typographic and layout design using computers and traditional media. In developing digital work you will be encouraged to be experimental but also guided through the correct use of industry standard publishing software for the application or image manipulation software for images and vector graphics packs to work on drawings, logos and letterforms. An industry standard publishing software package will be taught to ensure that you are able to be selective and controlled within a set of accepted conventions. You should be given the opportunity to develop ideas into final outcomes using traditional media such as drawing, painting, collage, and mixed media. You will be shown how to evaluate your own work effectively referring back to the brief and assess your work against it. You will be shown how to present your work in a variety of ways including mockups, mounted work, formal or informal presentations and critiques.
ASSESSMET TASK IFORMATIO Throughout the module you will be supported and understanding will be checked through formative assessment when compiling work. A summative assessment will be made at the end of the module. Task o.* Short Description of Task 1 Research Folder A research file containing: Written notes and samples of historical and contemporary typefaces, terminology references and examples of typographic work produced or published by others. The file should also show the classification of typefaces together with examples of how different factors have an impact on reading and communication. Using the correct terminology to identify and apply typographic terms to contemporary technologies. 2 Design Project Practical design project and typographical exercises in response to given briefs. Design sheets showing design ideas together with planning for formatting page layout. All planning and developmental work should be supported with appropriate annotated technical language and evaluative commentary. Demonstration of key stages when formatting page layout using monochrome printouts. Demonstrate a range of digital page layout techniques with the use of professional publishing software. SI Code EX/CW/PR Task Weighting % Word Count or Exam Duration** CW 25% 625 Y CW 75% 1875 In-module retrieval available
By engaging successfully with this module you will achieve the learning outcomes listed and their level of attainment will be assessed using the following assessment criteria: Task1 Learning Outcomes 1. Understand traditional and current typographic practice. Task2 Learning Outcomes Minimum Pass Requirements Research There is evidence of research, but this is mostly tutor directed with limited independent initiative. It is poorly recorded with limited interpretation and largely retrieved from secondary sources. 2. Apply current typographic practice in producing design work. 2. Apply current typographic practice in producing design work. Development Some of the important ideas/problems/opportunities have been positively engaged, but evidence of the effective development of the issues identified by the brief and the associated research is limited. 3. Combine typography together with the utilisation and disposition of colour, space formats and layout structures to influence words and images. Critical Awareness There is evidence of some ability to apply the most important principles, themes and information associated with the project. However, there is limited explanation and discussion of this understanding. 4. Produce integrated typographic outcomes which communicate meaning, messages and information. Resolution The outcomes partially express the intention of the project and fulfil some of the requirements. More care and attention to design detailing is needed to improve either (or both), visual sensitivity and technical competence. FEEDBACK Students will receive feedback on their performance in the following ways: Throughout the module you will be supported and understanding will be checked through formative assessment when compiling work. Receive ongoing feedback during the design and making processes in the form of constructive comments and guidance. Given feedback in the form of tutorial input throughout the module. Group critiques will provide feedback at key stages of the project. A summative assessment will be made at the end of each task. Work submitted for the module will be marked and returned with written feedback attached. LEARIG RESOURCES FOR THIS MODULE (ICLUDIG READIG LISTS) Access to The Learning Centre, the Internet and other learning resources are such as the design studios and access to Apple computer systems together with the associated software and reprographic facilities. Baines, P. Haslam, A. (2004) Type & Typography: London, Laurence King,
Brody,. Wozencroft, J. (2000) The Graphic language of eville Brody: London, Thames & Hudson Burke, C. Renner, P. (1998) The Art of Typography: Hyphen Press Blackwell, L. (2002) Second Sight - the Graphic Design of David Carson: London, Laurence King /Calmann & King Blackwell, L. (2004) 20 th Century Type Remix: London, Laurence King /Calmann & King Blackwell, L. (1998) The End of Print The Graphic Design of David Carson: London, Laurence King Hellier S. (2011) Typography Sketch Books: London, Thames & Hudson Reading list Creative Review (current and past issues) Design Week (current and past issues) Eye (current and past issues) REVISIOS Date July 2013 Reason Confirmed in FdA Graphic Design
SECTIO 2 MODULE IFORMATIO FOR STAFF OLY MODULE DELIVERY AD ASSESSMET MAAGEMET IFORMATIO MODULE STATUS - IDICATE IF AY CHAGES BEIG MADE EW MODULE Y EXISTIG MODULE - O CHAGE Title Change Level Change Credit Change Assessment Pattern Change Change to Delivery Pattern Date the changes (or new module) will be implemented 09/2013 MODULE DELIVERY PATTER - Give details of the start and end dates for each module. If the course has more than one intake, for example, September and January, please give details of the module start and end dates for each intake. Module Begins Module Ends Course Intake 1 25/09/2013 01/2014 Course Intake 2 DD/MM/YYYY DD/MM/YYYY Course Intake 3 DD/MM/YYYY DD/MM/YYYY Is timetabled contact time required for this module? Are any staff teaching on this module non-shu employees? If yes, please give details of the employer institution(s) below Rotherham College of Arts & Technology What proportion of the module is taught by these non-shu staff, expressed as a percentage? Y 100% MODULE ASSESSMET IFORMATIO Indicate how the module will be marked *Overall PERCETAGE Mark of 40% Y *Overall PASS / FAIL Grade *Choose one only module cannot include both percentage mark and pass/fail graded tasks SUB-TASKS Will any sub-tasks (activities) be used as part of the assessment strategy for this module? If sub-tasks / activities are to be used this must be approved within the Faculty prior to approval. Sub-task / activity marks will be recorded locally and extenuating circumstances, extensions, referrals and deferrals will not apply to sub-tasks / activities. FIAL TASK According to the Assessment Information shown in the Module Descriptor, which task will be the LAST TASK to be taken or handed-in? (Give task number as shown in the Assessment Information Grid in Section 1 of the Descriptor) Task o. 2 O-STADARD ASSESSMET PATTERS MARK 'X' I BOX IF MODULE ASSESSMET PATTER IS O STADARD, eg MODEL B, ALL TASKS MUST BE PASSED AT 40%. B: on-standard assessment patterns are subject to faculty agreement and approval by Registry Services - see guidance. notes.