Communication System

Professor Don Adleta
Seigfred 422
740.593.4284

adleta@ohio.edu

 

 

 

 

Project Aim

The purpose of this investigation is to have you realize a communication system with a professional impression. The objective is to have you realize a professional image which will be targeted for the common denominator of your audience. A safe design for both the conservative and the more adventurous employers will be achieved. This may stretch the parameters of what you feel you prefer creatively. However, Massimo Vignelli as well as designers at the 'attik' have complemented this process and results.

 

Learning Outcomes

• Continue to evolve a sense of freedom in fresh, innovative, visual research within restrictions.
• To understand the traditional methods of how to 'draw' with type
• To develop the aesthetics of an atmospheric grid and to evolve your awareness of the concept of systems
• To revisit comparative design analysis
• To know when to stop

 

Project Problem

Develop the constituent parts of a stationery/communication system, while experimenting with maintaining an aesthetic.

 

Process:

Establishing the Basic Letterhead Aesthetic,

Start on Wednesday, February 2nd (Ground Hog Day, wear as many colors as possible!) Bring printouts, supplies, and be ready to work in Studio 404 at 4 PM.

PLEASE realize supplies mean: tape, scissors, ex-acto knife with plenty of new blades, a cutting surface, copy paper (at least 50 sheets), glass, tweezers (optional but ask Robyn to show you the type if you are interested), type printouts (as spec'd below), Schaedler Precision Rules, and all materials you may need to do cut and paste method.

Rigorously assess a font you wish to utilize in this system. Using one typeface, the same weight and the same point size (which should be no smaller than 8 point, if that small) set the text for the letterhead using:

• your name,
• address including country,
  (if you plan to have two addresses in the design add them both now rather than later)
• phone plus fax numbers,
  (if you want to make sure someone can reach you, . . . think: home phone, self-phone, fax. . . .)
• URL and E.mail address.

It is optional to incorporate a professional area of concentration (i.e. graphic designer, web designer etc.). Select and print only two to three different fonts, however do not mix them within the same letterhead design.

Gang repeat settings of the text on each print out. Fill the sheet; don't waste paper. Have enough printed to do 10-20 sketches during class. Don't wait until the class to print! You will eventually be making 80 creative letterhead sketches using these simple settings.

Keep a clear record of the specs because we will be setting up a template file later. Note the typeface the particular cut, the setting of the character spacing, the leading, etc.

ON WEDNESDAY FEBRUARY 2ND:

• we will look over the poster entries,
• discuss trips, lectures and tasks,
• view the video,
• start sketching as follows:

Create the hierarchy only through placement, leading and spacing. It is a requirement that you use the manual 'cut and paste' method. Computer printouts, as layouts, will not be accepted and, if necessary, grades will be lowered when used. Please don't compound this assignment with confrontation to this didactic method.(Trust me, it will be well worth your concentration.)

The sketches will be started in class and it is required to set up 4-5 sheets of paper side by side on your physical desktop to work at one time. This method helps to clarify design process. Simply clear an area and tape down five sheets of 8.5"x11" side-by-side, spaced apart. You may want to consider having a neutral sheet of gray cover paper on your desktop to help define the edges of the letterhead you are designing. Start positioning the type through 'cut and paste'. I will do a demo to emphasis how strongly I feel about this method. Tape the type down when the designs seem to be working. Use glass, new x-acto blades, and tweezers. Consider the active print area of the laser printer when designing. As you design, consider the body of the letter, the salutation, the recipient's address, the date, etc. You may even want to print out a mock letter in lorem ipsum on acetate.

20 designs should be done by the end of class on the 2nd. We should work as if we were in a design firm. We should agree upon the designs. So, think of me as an art director/consultant.

Next class: At least 60 layouts should be completed. Continue to sketch during class and finish the remaining 20 to make a total of 80 unique designs. Sign-up for an appointment to make the final selection. I will be looking at the designs during this class.

NEW DATES

Letterhead Template, 16th of February

This phase allows you to spec your type and position the type to the exact placement in a clean QuarkXPress, template file. (This is where it is critical that you recorded your exact typesetting specifications.) Making and using a template is critical. Use the style sheet function.

Letterhead Enhanced, continued on the 16th

Experiment with refinements of the design/s selected, by adding line, fields of color/tone (bleeding off the edge), or color in type, reversed type, increasing the weight of the font etc. This can be conducted during class. This is where you could activate the edge or cut into the type.

You should have the final designs, in color, mounted on two 11x14 black boards by the 23rd. One board should show the letterhead only and the other the letterhead with a mock letter using lorem ipson.

Envelope, Mailing Label, and Business Card:

10 sketches is the minimum requirement for each of the three parts. Bring this new copy to class on the 2nd of March and start laying out these sheets working within an atmospheric grid related to the agreed upon letterhead. The aesthetic condition set up in the letterhead should be maintained as an atmospheric grid, not a physical grid.

Résumé

Set up the résumé to complement/mirror the aesthetic of the letterhead. The Web Team will discuss placing the hard copy design of your résumé on-line. We should be on schedule if we do this on the 9th of March.

Objective:
Education: (GPA optional)
Design Experience: (Prof or Design)
Additional Work Experience:
Skills: (Computer)
Special Recognitions: (Awards, Scholarships, Organizations, Affiliations *AIGA*)
Name
Address
Phone Numbers
URL, Email
References/Portfolio: Available upon request, seen on URL

Invoice/Statement, Price Quotation/Estimate Proposal, and Fax Cover Sheet:

Set what should be included on an Invoice/Statement, Price Quotation/Estimate Proposal, and Fax Cover Sheet. Begin to sketch layouts for this phase. We will have a discussion regarding invoices, % of increase for late payment and allowable mark-up on printing fees and why, plus information on the income taxes on free-lancing. Date to be determined.

Invoices should have he following:

Your information (from letterhead)
Date
Client Address
Invoice Number
As it works for you (2005.07.001, 2005.07.002, etc)

Project Description

Example: Identity System for Athens Municipal Arts Commission: Logo development, Letterhead and all files associated to the reproduction in printed or web

Service Description and Invoice Amount ($/hrs)

Designed several variations on the identity for the Athens Municipal Arts Commission including:
5 hours of initial sketching
8 hours of continued sketch
6 hours refinement and preparation of files for release

Development of a letterhead
4 refinement hours and 2 hours of file preparation as a
Word Document
2 Liaison contact hours

Tax
Total of Invoice
Billing Date
When Bill is due, 30 days, etc.
Include space for social security number most corporations and businesses need
this when they file their income tax

Estimate Sheet should have the following:

Same as Invoice except:
Job description needs to be more elaborate to cover any loop holes that might occur. This includes who is responsible for what and when. Example is when final approved copy is due and who is resposible for FAC. Who signs off at press, etc.
Text area: elaborate on timeline and any special subcontracts (note on commissions)

Fax Sheets should have the following:

Information from your letterhead.
Date, time
From:
plus your name or a space for writing in
your fax #
To: or Attention:
Name,
address, city, state, zip code,
phone
fax number
It is up to you to include status system:
Urgent
Call upon receipt
Etc
Total Number of pages
I.e. Pg. 1 of 3

 

Make sure that the voice of information is decisively different form the voice of comments to the recipient
Design one with text internal (message area)
Design one with rules for hand writing a message
Fax your letterhead and the fax to yourself to check it at Kinko's or
to SoA 593.0457 attention: Don Adleta

Check the OU standards manual at http://www.ohiou.edu/ucm/styleguide/ for more information regarding the typical fax set-up.

Supplies

• All tools a designer should maintain in a carrying case. These shouldn't be a new expense since they come from previous classes.
• The New tool required: the Schaedler Precision Rules, both Inches and Picas, plus an E scale is also valuable and will help you as an entry level designer. (On-line)
  

Grading

50% weight will be placed on this assignment to make up final grade, equally assessed on design process and professional attitude.

© Ohio University, 2005, updated on 26 January 2005, return to top / adleta front door / adleta@ohio.edu