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:
5 weeks taught time plus 4 weeks of study leave including half term.
Project begins : Tuesday 6 May – Friday 16th May (2 weeks)
Study Leave : Monday 19 May – Monday 9 June ( 2 weeks)
Timetabled Photography workshop lessons, bring sketchbook:
Monday 9 June lessons on this day, Rm 522 (photography workshop using life cycles imagery)
Monday 16 June lessons on this day, Rm 522. (ditto)
Normal Timetable resumes :
Thursday 19 June – Monday 8 July (3 weeks)
Introduction to UCAS writing personal statements and open days etc
College breaks up Thursday 10 July.( Personal statement, UCAS applications and holiday work set in last few days.
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.
- Week 1 and 2 before study leave- brainstorming, research, development of concepts, photography shoots, drawing, workshop techniques
- Study leave – you will be set specific workshop techniques working from your photographs and some artist research.
- On your return 3 weeks developing producing mock ups, and resolving the leaflet, evaluation
Materials
You will need to pay a nominal amount towards specialist materials such as spray paint etc
Workshops in expressive and controlled drawing some of these during study leave:
· printmaking - monoprints, gold card, letterpress
· photography – 2 good shoots working within your theme, using dramatic lighting and extreme viewpoints. You may use studio set ups or go to specific locations etc
· sewing machine
· acetate collage
· spraypaint stencils
· collage
· image transfer with emulsion
· photomontage
· food colouring/ink and bleach
· pencil/biro drawing
· hand rendered slogans and sayings
LIFE CYCLES to choose from:
Birth
Parenthood
Toddler
Divorce
Teenager Midlife Crisis
Love Retirement
Marriage Death
PROCEDURE:
Weeks 1, 2
- Produce at least 1 page of initial brainstorming for at least 4 of the life cycles
- Choose 2 to explore in much more depth and produce 12 pages ( 6 each) . This should include: brainstorming, word association, mood boards, photographs, photocopies of objects, magazine cuttings, extracts from poems, slogans, observational drawings etc
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.
Brainstorm: 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. All of these words could be visualised in varying imgery, textures, found objects and marks – make yours as exciting as possible!
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 atheme 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. This is needed in the first week – do not hang around take photos really quickly! Produce at least 1 strong photo shoot of 10 images. Translate these images in class and at home.
- Select apt slogans to work with to relate 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
You will be set some practical tasks and :
- 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, retail shops to find examples of good layout. 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
Look at one artist or designer from each of the 8 lists.. Collect information on each and analyse their work. Answer the following questions:
- How have they composed their imagery?
- What media have they used?
- What processes and techniques have been included and what do you think about them?
- What mood, idea or concept does it reflect?
- Do you think the work is successful? Why?
- What style would you say this work reflects?
- What makes this work interesting?
- Work in the style of at least 2 of these artists/designers and produce 4 images that reflect their work using some of your own photos.
9. Have a look at http://www.handmadefont.com/ and look at the handmade fonts. Make your own homemade font and photograph each letter separately using found objects or materials on white paper. Make it appropriate to your idea and use materials that are fitting to your theme ie an addiction theme for teenagers may be made up from cigarette butts.
ARTIST\DESIGNER REFERENCES
1. Abstract Imagery
Jean Michal Basquiat, John Hoyland,
Howard Hodgekin, Sean Scully,
Franz Kline, De Kooning, Jackson
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,
Designers Republic
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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 16 May Be warned anything left in drawers will be thrown!
On your return on Thursday 19 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
Weeks 3, 4 and 5:
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.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 pages in all.
§ 8 pages of research on artists’ work with annotations and questions answered by the side
§ 3 leaflets with 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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