Miranda Edel, MFAAssistant ProfessorUMD Art + DesignPhone: 280–2836Email: medel@d.umn.edu

Office: 372Hours: Thursdays 10-11am (and by appointment)

art 3933 | graphic design 3thursdays 11:20 am – 2:00 pm

Textbook(s) Required:Design Anarchy by Kalle LasnPublisher: Adbuster MediaISBN: 0974680095

Heat: How to Stop the Plan-et from Burning by George MonbiotPublisher: South End Press (April 1, 2007)ISBN-10: 0896087794

Citizen Designer: Perspec-tives on Design Responsi-bility by Steven Heller and Veronique ViennePublisher: Watson-Guptill Publications (August 2003)ISBN: 1581152655

MaterialsStorage media: USB flash drive, iPod, or external hard drive. Secondary regular backups on CDs or DVDs are critical, make a devoted practice of using them, as lost files will not be a valid excuse.ITOYA Notebook for Pro-cess Documentation.

Also: self-adhesive foam-core for finished projects as needed, and one CD-R to turn in digital projects for final grading.

Description:Graphic Design III is third in a sequence of courses dealing with the interaction of text and image, the fundamental components of graphic communication. This course is also a continuation of theory and practice in graphic design as an organizational and informative medium and as a purely aesthetic pursuit. Students will develop and hone skills in working with text and image as they create solutions to a series of design problems. Visual literacy will be increased through exposure to contemporary design issues. Students will be expected to expand their proficiency in all aspects of the design process, including creative brainstorming, conceptualizing, critical thinking, collaboration, and presentation. Students will be expected to produce design solutions that are applicable to contemporary professional practices. The class will pay special attention to the role of the designer in society and design’s impact on the environment.

Goals:We will create a body of work in the form of a Public Service Announcement under the rubric of addressing Climate Change. We will create an information design project, via a Public Service Announcement, where the goal will be to educate and persuade the community to be aware of and change their unhealthy behaviors to positive ones. We will conduct original research, write our own content, and design the project. Finally, we will test our outcomes in the public realm.

You will be asked to write a brief to clarify all details of the project. These are required and graded parts of the project and must be typed and formally written. The brief should include your objectives for the project as a whole and as each individual piece, what you hope to achieve in this project; how you plan to solve the problem, i.e., your methodology; and what the finished piece(s) will entail.

Design Process:Work during and outside designated class hours will be required to achieve typographic objectives and develop creative solutions to the class projects. Each assignment requires a well-organized and comprehensive Itoya notebook of your process, to be handed in with the final presentation of your project. Each notebook will contain visual, written, and material research; thumbnails, pencil and marker sketches, in-process screen grabs, printouts, in-process critique notes and comments that led to your ultimate solutions.

CritiqueSubstantial, thoughtful, and active participation in critique sessions is necessary to achieve the last two of our class objectives (look left). Your candid, heartfelt, and honest reactions are valuable additions to our discussions, and both positive reinforcement and critical suggestions for improvement are welcome. Your contribution will be evaluated, as will your ability to share the floor with and encourage less vocal class members.

Class BlogParticipation is requiredhttp://blog.lib.umn.edu/medel/gd307/

Miranda Edel, MFAAssistant ProfessorUMD Art + DesignPhone: 280–2836Email: medel@d.umn.edu

Office: 372Hours: Thursdays 10-11am (and by appointment)

art 3933 | graphic design 3thursdays 11:20 am – 2:00 pm

Policies

Grading PolicyGrades will be determined by a student’s performance on class assignments and participation in critiques and class activities. Grades will be based on the completion of the assignments and the learning criteria, the adherance to and execution of the design objectives, good craftsmanship and thorough process documentation. Projects will be given a letter grade based on the + or - system.A. ExcellentThis is usually work done by a highly motivated student meeting all or most of the performance criteria as set forth by the problem. Design process is excellent, and is well documented. In order to earn an “A” for the course students must earn “excellent” marks on every assignment and have superior craftsmanship.B. GoodThis work is above average but lacks the qualities that give it the stamp of excellence. It shows better than average design sensitivity.C. SatisfactoryThis work is merely average. Work is handed in on time and has fulfilled the requirements for the project,but it lacks strong visual interest and thoughtful and imaginative research.D. PoorBelow Average. This work is handed in on time, but is lacking in many or most areas which show any understanding of assignment objectives.F. UnacceptableWork that is not handed in on time or is so despicable as to be an affront to design sensibilities.

Finally, a project may not be redone for a higher grade. Students are encouraged to try the assignment again if they did not do well-to improve their portfolio. However, the project will not be re-graded. Therefore, take in-process critiques and final deadlines seriously.

Punctuality PolicyThere will be no allowance for late presentations or assignments. A written explanation is required if a due date is missed due to illness or other issues. The instructor will accept late individual assignments,but the grades will be reduced by one letter grade for each class day they are late. Discuss concernswith the instructor in advance so the instructor can anticipate problems and act accordingly.

Attendance PolicyStudents are expected to attend all class meetings as scheduled. You are excused for two absences per semester; each absence that exceeds this number will result in the lowering of your final grade one letter (A to B, etc). Arriving to class late or leaving early on lab days will be considered as 1/3 absence. If you have a personal problem of any type that requires you miss class more than two times, you must discuss this with the instructor. Written explanations via email are encouraged.

Communication PolicyThere are times when the instructor will need to reach the class for special announcements, due date changes, etc. You are required to maintain a Universityof Minnesota Duluth (UMD) email account, and check it daily, or as close to daily as is reasonable.If you prefer using a non-UMD email address, then set up your “U” account so that it forwards to the other one.

AccommodationsIt is University policy to provide, on a flexible and individualized basis, reasonable accommodations to students with disabilities that may affect their ability to participate in course activities or to meet course requirements. Students with disabilities are encouraged to contact UMD Disability Services & Resources to discuss their individual needs for accommodations. In addition, please let me know as soon as possible if you have a disability for which accommodations will be requested.

Student Academic Integrity PolicyAcademic dishonesty tarnishes UMD’s reputation and discredits the accomplishments of students. UMD is committed to providing students every possible opportunity to grow in mind and spirit. This pledge can only be redeemed in an environment of trust, honesty, and fairness. As a result, academic dishonesty is regarded as a serious offense by all members of the academic community. In keeping with this ideal, this course will adhere to UMD’s Student Academic Integrity Policy, which can be found at www.d.umn.edu/assl/conduct/integrity. This policy sanctions students engaging in academic dishonesty with penalties up to and including expulsion from the university for repeat offenders.

Student Conduct Code:The instructor will enforce and students are expected to follow the University’s Student Conduct Code http://www.d.umn.edu/assl/conduct/code). Appropriate classroom conduct promotes an environment of academic achievement and integrity. Disruptive classroom behavior that substantially or repeatedly interrupts either the instructor’s ability to teach, or student learning, is prohibited. Disruptive behavior includes inappropriate use of technology in the classroom. Examples include ringing cell phones, text-messaging, watching videos, playing computer games, doing email, or surfing the Internet on your computer instead of note-taking or other instructor-sanctioned activities.

Miranda Edel, MFAAssistant ProfessorUMD Art + DesignPhone: 280–2836Email: medel@d.umn.edu

Office: 372Hours: Thursdays 10-11am (and by appointment)

art 3933 | graphic design 3thursdays 11:20 am – 2:00 pm

PROJECTS:

1. Realize (weeks 1-3)You will conduct field research and collect data to support your topic. You will write a report on your findings and use the con-tent for brainstorming as well as sketching thumbnails of your visual and verbal concepts. You will create design briefs and will pitch your ideas to the class. We will discuss various options for the final piece(s).Assignment 1: Creative Brief

2. Visualize (weeks 4-9)You will continue to work on your individual research and concepts. You will create comps of your ideas for the final PSA communication campaigns.Assignment 2 icon/avatar/wordmarkAssignment 3 posters, pamphlets, newsletters

3. Finalize (weeks 10-15)Presenation of your Public Service Annousement campaign.Assignment 4: package design, 15 sec video, 4 page newsletter, or website to a depth of four pages plus home page.

AssignmentsSubject to Change

Miranda Edel, MFAAssistant ProfessorUMD Art + DesignPhone: 280–2836Email: medel@d.umn.edu

Office: 372Hours: Thursdays 10-11am (and by appointment)

art 3933 | graphic design 3thursdays 11:20 am – 2:00 pm

Assignment 1: Realize

The goal in this course is to develop a public ser-vice announcement campaign which will encour-age people to change their destructive habits to earth friendly habits. World scientists gathered in January of 2006 to discuss climate change find-ings. They concluded that human-caused emis-sions are the main factor in warming. We will not be discussing whether climate change is factual or fictional.

The process of good design involves learning about the problem and then developing a solution for the problem. We will read the book “Heat” about climate change (also known as “global warming”). This book will provide us with some of the background reasearch on the subject. Other helpful books may include Hell and High Water: Global Warming--the Solution and the Politics--and What We Should Do, The Weather-makers, and An Inconvenient Truth.

You will be asked to write a brief to clarify all details of the project. These are required and graded parts of the project and must be typed and formally written. The brief should include your objectives for the project as a whole and as each individual piece, what you hope to achieve in this project; how you plan to solve the problem, i.e., your methodology; and what the finished piece(s) will entail.

Objectives• research the problem of climate change.• produce a Creative Brief. This creative brief is the research behind the public service announce-ment. • suggest solutions that people can manage to change habits• develop a plan for your public service cam-paign.

Procedure1. Research climate changeWhat are the causes?What are the recommendations?

2. Creative BriefThe Creative Brief is a strategic plan — a type of map for both the client and the design firm. Most creative briefs are made up of questions and an-swers, which are used in an attempt to fully under-stand the brand, the objectives of the branding, the branding context, and the audience. The answers to the questions are usually based on pre-design re-search, plus information gathered about the brand, audience, and budget.

Issues to consider: Who is the audience? What cam-paign slogans might attract attention?

Sample: • Project Title • Goal • Brand Strategy • Brand Essence • Audience • Our Plan

Due: Week 3 - 9/201. A minimum three-page paper on the problem of climate change and possible solutions.

2. A Creative Brief based on your findings and fol-lowing the outline above.

Readings:

Heat

any additional resources you find regarding climate change

Miranda Edel, MFAAssistant ProfessorUMD Art + DesignPhone: 280–2836Email: medel@d.umn.edu

Office: 372Hours: Thursdays 10-11am (and by appointment)

art 3933 | graphic design 3thursdays 11:20 am – 2:00 pm

Assignment 2: WordMark

After generating concepts, it’s time to visualize them — to design. The concept must be com-municated through the brand identity. The brand identity serves an important purpose in letting the audience know that the messaages are part of the same campaign.

The identity system must communicate in the same visual language.

Procedure:Do some research on successful public service acampaigns. What ties them together? How do you realize that they are part of the same cam-paign?

Use the strategy (assignment 1) as your platform for designing. The essence of the brand personal-ity is stated in the strategy as well as the target audience.

Develop the icon/avatar/wordmark. Think about the relationship to the intended audience. Use your creative brief as a guide.

Critques:

• 9/27 In process: sketches and thumbnails of icon/avatar/wordmark + slogan

• 10/4 Due: Week 5: icon/avatar/wordmark

Readings:

9/27 Design Anarchy: Chap-ter 2-5

Citizen Designer: 9/27 Good Citizenship p 2

9/27 Beyond Pro-Bono p 25

9/27 Reality Branding p 87

Miranda Edel, MFAAssistant ProfessorUMD Art + DesignPhone: 280–2836Email: medel@d.umn.edu

Office: 372Hours: Thursdays 10-11am (and by appointment)

art 3933 | graphic design 3thursdays 11:20 am – 2:00 pm

Assignment 3: Print Pieces

The print portion of the public service announce-ment . You will be creating 4 print pieces. The print pieces must work together to tell a story, to give a problem and solutions, or to lead to the fi-nal assignment (see the next page — think ahead).

These pieces will introduce the audience to the problem of climate change and make them aware that more information will be available.

Procedure: You will be using the list you created in Assignment 1 as a resource for your designs.

In process critiques:10/18 In process: sketches and thumbnails 10/25Due: 11/1Week 9 Bring mounted posters for critique

Readings:

10/11 Design Anarchy: Chapter 6-8

Citizen Designer:10/ 18 Who Gets to Say What to Whome? p 106

10/24 Beautility p 144

Miranda Edel, MFAAssistant ProfessorUMD Art + DesignPhone: 280–2836Email: medel@d.umn.edu

Office: 372Hours: Thursdays 10-11am (and by appointment)

art 3933 | graphic design 3thursdays 11:20 am – 2:00 pm

Assignment 4The information

The final piece should pull together informa-tion for the audience. It should tell a story or get people involved with the issue of climate change.

Assignment 3 brought the issue to the limelight. You made the audience aware of the problem of climate change. Now you need to give them infor-mation about what they can do about it.

This may take the form of a newsletter, a package (such as a game), a website, or a short video.

In process Critiques: 11/7 In process: sketches and thumbnails 11/22 crtique12/6 critique

12/13 Due: Week 15 Final piece(s).

Readings:

11/7 Design AnarchyChapters 9-11

Citizen Designer 11/15 The Designer as Producer p 159

11/ 22 Responsibility to Whom, I’d Like to Know? p 188

11/29 Note for the New Mil-leneum p 191