BTEC EXTENDED DIPLOMA IN ART & DESIGN 1ST YEAR
ASSESSMENT CRITERIA
LIFE CYCLES - GRAPHIC DESIGN
RATIONALE
This project requires you use photography and create your own inventively manipulated imagery. It encourages you to explore different visual language within Art & Design i.e. the difference between abstract figuration, collage and photomontage. You will experience the area of Graphic Design, how to brainstorm, develop slogans, captions and take these through to a concept.
TIME: 6 weeks taught time plus 4 weeks of study leave including half term.
Project begins - Tuesday 30 April – Friday 17 May
Study Leave – Monday 20 May – Thursday 13 June
Project continues Friday 14 May – Monday 8 July
College breaks up for summer on Friday 12 July ( Personal statement, UCAS applications and holiday work set in last few days.
- 3 weeks before study leave- brainstorming, research, collection of objects, photography shoots, drawing, workshop techniques
- 4 weeks study leave in total – 3 weeks of study leave in which time you will be set specific tasks to achieve and must complete these for submission on your return. There is also 1 week of half term included in the 4 weeks
- On your return 3 weeks developing producing mock ups, and resolving the leaflet.
AIM:
On the theme of ‘life cycles’ you are to produce a 6 sided leaflet on 1 stage in life (see list). Within the leaflet you will need to follow a grid format that will form part of your leaflet. You will use workshops within lessons to explore a wide variety of techniques and processes.
Materials
You will need to pay a nominal amount towards specialist materials such as spray paint etc
Workshops in expressive and controlled drawing:
- printmaking - monoprints, gold card, letterpress
- photography – a shoot working within your theme, using dramatic lighting and extreme viewpoints. You may use use studio set ups or go to specific locations etc
- sewing machine
- spraypaint
- collage
- image transfer
- photomontage
- food colouring/ink and bleach
LIFE CYCLES to choose 2 from:
Birth Parenthood
Toddler Divorce
Teenager Midlife Crisis
Love Retirement
Marriage Death
PROCEDURE:
Weeks 1, 2,3
- All work for this project should be in a sketchbook measuring 28 cm x 14 cm.
- Produce at least 1 page of initial brainstorming for at least 4 of the life cycles
- Choose 2 to explore further in more depth12 pages ( 6 each) .This should include brainstorming, word association, photographs, photocopies of objects, magazine cuttings, extracts from poems, slogans, observational drawings etc
· Brainstorm all manner of things to do with your life cycles.
· Produce a mood board of collective ideas of images from the web and another using found images, slogans, words, phrases, materials, found objects to make up a visual brainstorm,. This should contain quick drawings of the images you think of and have sourced.
· Produce anything that comes to mind and more subtle ideas. Write down everything to do with an idea not just a single word but everything to do with that theme: e.g. marriage could be brainstormed in the following way: - an American Las Vegas styled marriage. Your brainstorm should start off like this:
Las Vegas , the chapel of love, Elvis impersonator, side burns, 1 armed bandits, double your money, everyone a winner , poker, lots of tack gold, American flag, dollars signs, Stretch Limousine Cadillacs, wedding lyrics, four weddings and a funeral, white veil, Elvis white jumpsuit, renting a witness, best man, lady in waiting lyrics from songs about getting married, honeymoon suites, the film ‘Leaving Las Vegas’ and famous sayings from this.
When collating information within your sketchbook, try to avoid jumbled haphazard layout. Consider planning carefully the composition. When considering what to put down, try to avoid the ‘cut and paste’ syndrome of putting anything down and it looking obvious. Try rather to select carefully and treat images by using processes to make more subtle statements. Arrange your elements carefully before sticking and attaching these.
- Come up with a definite ‘concept’. A concept is a strong idea that follows a particular slant on an idea and that could be interpreted in many ways, i.e. different ways to get married to might be :- a tacky wedding ceremony in Las Vegas, an extreme parachuting/ bungee jumping experience or ‘my big fat gypsy wedding’ TV documentary.
- Begin to generate ideas for a photo-shoot by producing planning storyboards showing extreme viewpoints - close ups, low angle, high angle, things in and out focus, shadows, lighting, action and movement. Make it achievable for yourself by using friends and family easily available in locations that you can return to if necessary.
- Produce at least 1 strong photo shoot of 10 images. Translate these images in class and at home.
- Select slogans to work with related to your life cycle and begin experimenting with techniques to enrich your work. Begin to develop layouts, thumbnail sketches, using text along with image.
- Develop positive or negative slogans to accompany your images [brainstorm ideas in groups and on an individual basis].
RESEARCH TO BE DONE OVER STUDY LEAVE
- Research 3 well designed leaflets. Photograph or stick in, or print off examples of creative leaflets you can find. Look in the student union, music shops, doctors surgeries, Citizens Advice Bureau etc. Annotate and answer the following:
- How does information flow from one panel to the next?
- How is colour, text and image unified? Comment on the layout
- Is there a regular position/scale/ for the text on the page?
- How is the type face integrated or contrasted with the other imagery?
- How is the front and back cover connected?
- How many images are used?
- What is the tone of the the message? ie fun and feel good, shocking and serious etc
- Can you explain how ideas and images have they been cleverly put together?
ARTISTS
1. Look at one artist or designer from each of the 8 lists.. Collect information on each and analyse their work. Answer the following questions:
2. How have they composed their imagery?
3. What media have they used?
4. What processes and techniques have been included and what do you think about them?
5. What mood, idea or concept does it reflect?
6. Do you think the work is successful? Why?
7. What style would you say this work reflects?
8. What makes this work interesting?
9. Work in the style of at least 2 of these artists/designers and produce 4 images that reflect their work using some of your photos.
ARTIST\DESIGNER REFERENCES
1. Abstract Imagery
Jean Michal Basquiat, John Hoyland,
Howard Hodgekin, Sean Scully,
Franz Kline, De Kooning,
Pollock
2. Representational Drawing
David Hockney,
Jenny Saville, Egon Schiele, THS,
Kelly Roper, Tim Tomkinson, David Foldvari
3. Collage
Kurt Schwitters, , Katy Lemay
Eduardo Recife, Sara Fanelli
Dawn Dupree, Tim Marrs, Alex
Williamson
4. Photography.
Bill Brant, Bill Viola, Martin Parr,
Cindy Sherman, Corrine Day, Olivero Toscani, Mario Testino, Nick Maplin, Robert Mapplethorpe
5. Pop Art
Richard Hamilton, Peter Blake,
Jasper Johns, Robert Rauschenburg, Andy Warhol, Roy Lichenstein
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6. Linear Drawing
Keith Haring, Michael Craig-Martin,
Cy Twombly, Jasper Johns,
Neasden Control Centre
7. Photomontage
Eduardo Paolozzi, John Heartfield, Raoul Haussmann, Helen Chadwick, David Mach, Terry Gillam
8. Text
David Carson, Fuel, Vince Frost,
Why Not Associates, Tomarto, Neville
Brody, Barbra Krugar, Tom Hingston,
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N.B before Study Leave you will be expected to clear out your drawers and take all work home. by Friday 17 May Be warned anything left in drawers will be thrown!
Study Leave & Half term Break: Monday 20th May - Thursday 13th June (3 weeks plus half term week)
On your return on Friday 14th June you will be assessed at this time to see if you have enough work to pass this stage to date on this project. This is a formal assessment point and should be treated as seriously. If you have any parts outstanding then you will be referred automatically.
Forgetting your book or being absent without good reason is an automatic referral
Depending on what you have achieved in the first 3 weeks of the project you will be given a list of things to do over study leave which will cover various techniques. Be prepared to have all this in your sketchbooks alongside work on leaflets, artists’ work and responses.
Weeks 4, 5 and 6:
6. Continue to develop ideas within workshop sessions. Aim to have a considerable amount of experimental ideas.
7. Having developed your images begin to consider the format. You are to include a grid for one of your panels within the leaflet.
The size of your Leaflet should be 28 x 14cms. Within each Leaflet you should produce 1 page that is equally divided into 8 sections [each section is 7 x 7cms]
This can be on any of the sides. See image on next page.
It could be that the Leaflet is unfolded to reveal a central page or be any other of the panels Other panels can be developed as you wish but must look appropriate to the 8 grid section.
For each of the boxes you should show a developed image using the following in any order:
· Abstract:
An image showing a section, portion or heavily cropped image that has been developed using paint\expressive mark making.
· Representational:
An image taken from observation or a photograph that resembles an object or figure.
· Linear:
An image using line only but can involve colour and surface additionally.
· Collage:
An image using found materials newspapers, magazines, fabrics, metals etc.
· Pop Art:
An image which uses symbols, signs and other well understood images within our culture i.e. male ♂ and female ♀ symbols, x and y chromosomes, kisses xxx, targets, +, = signs → ? ♥ £ † $, icons of popular culture, film stars, pop stars, images of consumerism e.g. packaging labels, advertising, domestic appliances.
· Photographic:
This includes photogrammes, location shots, studio set ups, black and white, colour, digital photography experiments with Polaroids.
· Photomontage:
Collage using photographic imagery cut and pasted together. Humorous or satirical images e.g. Monty Python’s Meaning of Life.
· Text:
An image made up entirely from layered text using provocative statements, information, famous sayings, a line from a poem, personal important diary entry dates etc. Your message should be clear and emphatic and come from your life cycle.
8. Produce at least 2 mock-ups for your leaflet. These should show scanned in print outs showing sections, details, heavily cropped areas of interest etc.
9. Cut your paper to scale and start to draw onto this with the 6 sides with possible imagery that could be used. Begin to consider how your leaflet will fold and complement its sides. Imagery and text may flow, connect, contrast or complement colours and patterns. Essentially you should try to create a compositional balance from one panel to the next.
10. Before you start printing, make sure you are completely happy with your outcome. Let a tutor see your rough colour print outs before you print finally and make sure your sides fit together smoothly.
11. Have a clean pristine area to stick your finals together - take your time. Card should be used to sandwich between your print out. Aim to have images stuck down on card on both sides. These must be lined up accurately before you attempt to cut through all three layers. Areas to bend should be scored very carefully. DO NOT USE PVA or Pritt Stick use double-sided tape or photo mount.
MINIMUM SUBMISSION REQUIREMENTS
A full sketchbook. The following should be inside:
§ 6 pages each of initial word brainstorming and visual thumbnail diagrams, more indepth brainstorms and mood boards drawings for the 2 life cycles. 12 in all.
§ 8 pages of research on artists’ work with annotations and questions answered by the side
§ 2 pages of leaflet research answering questions.
§ 25 pages of research, development and resolvement on your chosen life cycle. These pages should show logical development and differing ways of presenting layouts for your leaflets - i.e. mock ups, varying images together, differing captions etc. This sketchbook should be highly annotated
§ 1 final leaflet based on your chosen life cycle
§ 800 word evaluation of design process, techniques, artist research, development and experimentation
TUTOR NOTES
· Brainstorming for each life cycle in groups
· Brainstorm and answer questions to diversify ideas
· Choose 2 and research on internet, produce moodboard for each
· Choose 1 life cycle to base research on and develop this in detail
· Start sustained pencil, pen drawing of objects from life
· Storyboard ideas down and take set of photos
· Translate from photos using print, collage, food colouring, sewing machine etc.
· Develop strap lines and experimental type
· Teaching suspended
· STUDY LEAVE- students to translate photographs and take another set of photos to work from . Artist research completed.
· Teaching begins again - Further experimental and development of imagery
· Begin to scan in and put imagery with text into leaflet format
· Develop ideas
· Produce mock ups for leaflet
· Resolve ideas and print final leaflet.
LIFE CYCLE EVALUATION
YEAR 1: BTEC EXTENDED DIPLOMA IN ART AND DESIGN
You should answer questions in depth. You must use thumbnail sketches, diagrams or scanned imagery to make your points clearer. Evaluation should be a minimum of 800 words long, word-processed and checked for spelling.
1. How have you approached this project, what did you do first? Discuss the stages of the project such as brainstorming, collation of research and how exactly you arranged and manipulated this information? Discuss aspects such as composition, using primary and secondary sources, using text and symbols to get a message\atmosphere over, layout, etc.
2. What message does this leaflet make about your life cycle? What do you want the viewer to think when they see these images - a feeling for the moment, a sense of nostalgia, atmosphere, poignant reflection.
3. How has text appeared on your leaflet? What font have you chosen and what feel have you tried to communicate?
4. What workshop techniques have you used within your sketchbook\leaflets and how do you think these have changed, modified or transformed your imagery?
Please discuss each technique in turn.
5. How exactly have you changed\modified and amended ideas and how do you think these decisions have improved your outcome in your sketchbook?
6. Of the differing approaches to image making that you were asked to explore, which final images do you think are the most successful and why? Discuss each approach in turn. Consider mentioning things such as formal elements, aesthetics, the use of tactile qualities, markmaking, simplicity, linear effects, layout, experimental use of media.
7. Who or what has influenced you for this project (these may be artists, designers, fellow students). How exactly have they affected your working process or ideas?
What techniques, effects or working methods have they achieved in their work that you feel have been a governing influence on your work? i.e. use of markmaking, layout, colour, surface, ideas, atmosphere, messages suggested.
8. How have your ideas changed whilst working through this sketchbook. How do later pages compare with earlier ones. Have you changed the way you make images? Are they more experimental? Refer to the visual approaches more, embrace your life cycles in inventive\original ways, use colour and text, mask areas, make parts legible\illegible etc.
9. Taking the final leaflet in turn explain how you have developed the sides you have composed. How have you selected each panel next to one another. Was this purely a colour, contrasting idea or is there a theme, development of an idea, sentence, order, etc. that the leaflets follow?
10. How would you resolve, modify or change the final piece of work you have produced if you had a further 6 weeks of study.
11. Do you think you have used your time wisely within this project? How have you used lessons, private study times and have you stuck to the interim homework deadlines? Is there enough work for the 7 weeks of study?
LIFE CYCLES SUBMISSION MONDAY 8th JULY
You should hand in named sketchbooks on Monday 8 July. This is essential to pass this project to ensure you can continue through to the 2nd year. You need to have the following
§ . 6 pages each of initial word brainstorming and visual thumbnail diagrams, more indepth brainstorms and mood boards drawings for the 2 life cycles. 12 in all.
§ 8 pages of research on artists’ work with annotations and questions answered by the side
§ 2 pages of leaflet research answering questions.
§ 25 pages of research, development and resolvement on your chosen life cycle. These pages should show logical development and differing ways of presenting layouts for your leaflets - i.e. mock ups, varying images together, differing captions etc. This sketchbook should be highly annotated
§ 1 final leaflet based on your chosen life cycle
§ 800 word evaluation of design process, techniques, artist research, development and experimentation
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