This is Week 7.bbcdcomdes.weebly.com/uploads/1/1/8/6/11866691/s1.2012_week_… · PMS 3125 PMS 180...

Good morning

This is Week 7.

Brief requirement: Indicating the colour specifications for your logo in your submission

A logo must be able to be reproduced in a variety of different situations. These might include print, the web/on screen (powerpoint) and signage.

COLOUR• Pantone inks ..... stationery, signage, documents where colour accuracy is essential• CMYK ................. 4 col. process - magazine advertising, publications/marketing materials• RGB ................... web based graphics, powerpoint, Word documents.

MONO • Greyscale .............. newspapers, low cost 2 colour publications• Line-art .............. (flat black, no tonal values) signage (laser/glass etching), newspapers

You need to create a library of different logo versions that maintain the integrity of the mark and allow for faithful reproduction across all requirements.

Here’s a ‘logo’ example

Choose the colours for your logo using the Pantone ink library. (For this brief, use the Pantone Colour Bridge EC library.)

Then, convert these Pantone inks to four colour process (CMYK).

(See the Week 4 presentation

in my week 4 folder).

Pantone 180Pantone 3215Pantone 440

3 Pantone inks

Greyscale

C00. M79. Y100. K11.C85. M00. Y18. K0.C63. M62. Y59. K92.

4 colour process

Line art (bitmap, solid black)

DesignLoop DesignLoop

The cmyk values MUST be those from the Pantone colour bridge library

3 Pantone inks 4 colour process

Pantone 180Pantone 3215Pantone 440

C03. M93. Y84. K12.C85. M00. Y18. K0.C63. M62. Y59. K92.

DesignLoop DesignLoop

PMS 3125

PMS 180

PMS 440

Pantone InksColour bridge library

(as only 4 col. output for this brief)

C3 M93 Y84 K12

C85 M0 Y18 K0

C63 M62 Y59 K92

CMYK conversion BEST OPTION

1. Design using the Pantone ink.

2. Convert the Pantone ink into CMYK.

ALTERNATE OPTION

1. Design using CMYK.

2. Use the Illustrator Color Guide palette to find the closest Pantone Ink.

3. Change your CMYK specifications to those of the Pantone ink.

You should not have CMYK specifications that include fractions!

Greyscale (tonal values of black)

K65K25K100

Photoshop

K65K45K98

Illustrator

K82K27K100

DesignLoop

Its best to USE YOUR OWN EYE when converting your logo to greyscale as the automatic software conversions are often poor.

Manually created version

Greyscale is also known as CONTINUOUS TONE. It is made up using tonal values, or percentages of one colour, (usually black).

auto conversion

creating a line art (bitmap)format does not Mean adding lines to your design!

it requires reducing all elements to solid black only, no gradients, no tonal values.

Solid black

K100

Solid black

K100

DesignLoopDesignLoop

So you need to use your creativity to translate your original design into a version that maintains the look and feel of the original logo whilst only using 100% black.

When specifying a Pantone ink to print as a spot or 'special' ink

Pantone solid libraries

(depending on the stock)

Use the correct Pantone library in Illustrator

When converting a Pantone ink to print as 4 colour process, use the conversion specs. from the

Pantone color bridge

Use the correct Pantone library in Illustrator

Converting Pantone to CMYK valuesRECOMMENDED OPTION

• Use the values in the Colour Bridge CMYK library palette

1. Click here

2. CMYK conversion

3. Add to your swatch palette. (Can rename to 'Logo green'). Use the same CMYK values in all software instances.

‘You never get a second chance to make a first impression.’

corporate identity

‘A corporate identity’, also shortened to ‘identity’ is a visual system used to identify a company’s goals, values and personality.

Branding

A ‘brand’ is the impression the market has about a company or product.

An ‘identity’ is not a ‘brand’

‘Corporate Identity’ is not the same as ‘Branding’

Consistency and your brand’s corporate identity

• Maintain consistency. Consistency plays a vital role

in how a business is perceived.

• If an identity varies greatly from application to

application, a mixed message is being communicated.

This inconsistency can make the audience question the

legitimacy of the business.

• Keep your font usage consistent.

• Create a visual hierarchy.

• Maintain that hierarchy & relationship in all uses.

Acme Design

100 Express Drive Sydney NSW 2000 T 02 9322 0000F 02 9322 0001e [email protected]

Item one

Acme Design

100 Express Drive

Sydney NSW 2000

Tel 02 9322 0000

Fax 02 9322 0001

Email [email protected]

www.acme.com.au

Item two - WRONG! 84Item two - this type style matches the style at left.

Acme Design

100 Express Drive Sydney NSW 2000T 02 9322 0000 F 02 9322 0001e [email protected] www.acme.com.au

Dont swap alignment e.g from ranged left to centred (unless part of the design)Leading different proportionContact details too close to name‘Tel’ instead of ‘T”

If available space doesn’t allow for an identical type layout to the letterhead, ensure you maintain the same style and type integrity.

John Citizen Big Bank Incorporated 100 Express Road Paddington NSW

12/08/09

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Yours sincerely,

Mr Blah

100 Horizon Street, Sydney,

NSW 2000

Tel 9222 2000

Fax 9222 2300

www.bbi.com.au

[email protected]

8

3. Position of the contact details encroaches on the space available for the letter and are too big.

2. No consideration given to the type design or placement of the letter.

Letter body: • Font size too big.

• Needs more leading.

• Default ‘Times’ used.

• Ugly indent

Attention to detail!

Letterhead.

This example is terrible.

BBIDesign

1. Logo is unecessarily big and awkwardly positioned.

4. Design the typestyle of the letter to complement the letterhead design.

Tip! Include a fold guide 100mm down from the top of the page. This makes knowing where to fold your letter much easier and consistent. The bottom of the page folds up to this mark. .25pt, 3mm long.

1. Ideally, place elements so that the fold doesn’t run right through them.

3. Align elements to make your design present as well considered. It can look good to align the text of the letter with your contact details. Or position the logo to align with the start of the letter.

fold

2. Avoid positioning a logo or contact details where ring binder hole punches would fall.

P

John Citizen

Big Bank Incorporated

100 Express Road

Paddington NSW

12/08/09

Dear Sir

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tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis

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Yours sincerely,

Mr Blah

100 Citizen St, Sydney, New South Wales 2000 Tel 9222 2000 Fax 9222 2300

[email protected] www.pretenddesigncompany.com.au

P R E T E N D D E S I G N

Letterhead.

When a business regularly produces letters that run to more than 1 or 2 pages, they will often use a second letterhead design called a follower or follow-on.

The first page of the letter will be printed onto the primary letterhead, and any following pages will be printed onto the follower.

This second design will not contain the contact details.

The purpose of a ‘follower’ is to appear professional and to maximise letter space.

Follower or follow-on. Communications students...

PP

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John Citizen

Big Bank Incorporated

100 Express Road

Paddington NSW

12/08/09

Dear Sir







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Yours sincerely,

Mr Blah

100 Citizen St, Sydney, New South Wales 2000 Tel 9222 2000 Fax 9222 2300

[email protected] www.pretenddesigncompany.com.au

Assessment 2 brief requirement…

Design concept presentation template.

What is it for?

• identification Every piece of work that leaves your studio is clearly identified as having been produced by you.

• Brand reinforcement Consistent presentation style reinforces your business brand.

• consistency and professionalism go hand in hand.

• Job/concept tracking Clearly identifies each concept to help avoid confusion when discussions the presented options with your client. Job tracking record.

500gm

Caffe per BarG O C C I A D ' O R O

500gm

Caffe di CasaA R T E A N T I C A

Bowman Quinn and Nielsen Caffe Sabatini Job No. SA976 Packaging design Option A 14.04.2011

Bowman Quinn and Nielsen Urban Design Advisory Service Job No. UD955 Planning Manual Tabbed Dividers 14.04.2009

F A S H I O N F A S H I O N

Bowman Quinn and Nielsen OMO Fashion House example Job No. OM999 Logo Design Colour specifiations 14.04.2009

Design concept presentation template.

Read the brief!

Details to be included:

- Your name

- Your logo as a small, discrete sign-off

- Your class name (e.g. Banham, Mother etc)

- Assessment number (2)

- Assessment title (Design Development)

- The work on display on that page (e.g. logo)

- Date submitted

IMPORTANT!

Your design concepts are the main focus of the page!

Your template design should not

distract from the work you are

presenting nor dominate

the page. Its purpose is to

identify the work and to provide

easy reference for yourself and

the client.

It should be subtle in appearance.

Your template design should not

change with each job but remain

standard.

Do not use bleed!!!!

Your web page visuals

www.bigpond.com

Max. screen width on my imac with my screen resolution set at 1920 x 1200 pixels

• 1881 x 1020 pixel width (approx 66 x 35cm @ 72dpi)

Content safe area is

993 x 774 pixels(35cm x 27cm @ 72dpi)

� approx. 1881 pixels

� This is the content safe area

approx. 993 pixels

‘Unsafe’ area‘Unsafe’ area

This is the content safe area.

‘Unsafe’ area‘Unsafe’ area

Ensure your show your web page visuals at a large enough size on your A4 page

Consider how you will use this area.

• Brand imagery?

Consider how you will use this area.

• Brand imagery?

Another option…

Use a website’s pop-up window.

Take a screen grab (command

shift 3, or command shift 4 for a

designated area).

This will give you the correct

content safe dimensions.

* Open the screen grab file in Photoshop. Delete your screen b/g outside of the browser window. You can place this file as a b/g to work over in InDesign or Illustrator if you prefer. Ensure that none of the website underneath shows!!!!! (Remove from the photoshop file as necessary)

Replace with YOUR brand web address

Ensure you match the

size of the browser

window to the design

of your web page. If you

don’t wish to make use of

outside the content safe

areas by incorporating

a brand design element,

adjust the size of your

browser window BEFORE

you take the screen snap.

Such as this at left...

Pretend Design

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Selected Projects Contact

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… rather than ‘floating’ your design within the window

Pretend Design

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P

8

You can use your brand’s secondary visual language

(such as your repeat pattern) outside the content safe area.

Pretend Design

\[fX



P

Your nameYour Class name26.08.2010Assessment 2Design DevelopmentWeb page Design

Your design concept template

When planning the design of your template, you need to ensure that the layout will complement all the different types of work you will be displaying.

Keep the design of the template details ‘discreet’.

Pretend Design

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P

Your nameYour Class name26.08.2010Assessment 2Design DevelopmentLogo Design

Your design concept template

Keep the design of the template details ‘discreet’.

Colour specs• Pantone 5753• Pantone 618• Pantone 484

• C42 M16 Y18 K62• C14 M9 Y82 K28• C0 M6 Y100 K14

• K100• K50• K25

Notice the rules have been used as the brands secondary visual language..

Ensure you use your brand’s fonts consistently.

Pretend Design

\[fX



P

Your nameYour Class name26.08.2010Assessment 2Design DevelopmentWeb page Design

Don’t do this!

Pretend Design

\[fX



P

Assessment 2Design Development

Web page Design

Your nameYour Class name

26.08.2010

Don’t place your type in the corners of the page!

Don’t use a typeface or a type style that has no relationship to your brand identity.

Don’t use bleed! Design to allow for a non print margin (should the client print from a PDF you email)

Your nameYour Class name26.08.2010

Assessment 2Design DevelopmentWeb page Design

By positioning the work on the left, this creates a more visually pleasing use of the page.

Pretend Design

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P

If you use an image of a lap top, or imac as a background, ensure your website designs are big enough to be clearly visible.

You may need to include another page showing the design only in the browser window.

Pretend Design

\[fX



P

Your nameYour Class name26.08.2010

Assessment 2Design DevelopmentWeb page Design

More cool brand identities…

Very evocative old style apothecary mood created by use of type style and stock.

An identity ‘family’. Fun and quirky, although the range of business cards would be extremely expensive to produce.

An identity applied consistently on both printed material as well as the instore environment.

S M X L

Tara Guérard

Event and wedding planner.

Tara Guérard

Event and wedding planner.

Design studio named ‘GRID Communications’ strong grid design & reference in their identity.

There’s a relevant idea guiding the design!

Reference to the decorative ‘pin-holing’ often used in hand-made leather shoes.

A variety of marks have been created for the brand yet all are consistently applied.

Warm yet prestigious approach, beautiful choice of stock (paper).

Your folder design

Within my folder on the server,

there is a RESOURCES folder.

In it you will find a folder called

‘PRESENTATION FOLDER KNIVES’

The folder contains proven/existing knife guides

and designs. Do NOT print these guides in your

document or you will have horrible black lines -

place them only as a position guide.

Go to Dave Walsh’s classes as he can help you with

how to make up your folder.

Presentation folder.

• Embellishments on cover (embossed cover plus metal plate attached

• Everything knits together beautifully• Considered place for all items

Presentation folder.

• Unique design• Easy carry handle• Considered place for all items• Swing tag & metal chain gives

‘special’ appeal

Letterhead

Unique shaped die cut

Envelopes

Cards

Helpful links.

Cool logoshttp://www.behance.net/gallery/Logo-Designs/3412241

City of Melbourne brandinghttp://www.behance.net/gallery/City-of-Melbourne/276451 items

Letterheadshttp://www.youthedesigner.com/2009/12/22/83-crazy-beautiful-letterhead-logo-designs/

Folder ideashttp://www.youthedesigner.com/2011/05/18/35-creative-presentation-folder-designs-for-identity-branding/

For next week, (week 8)

You must have printed and ready AT THE START OF CLASS

at the minimum, colour prints of • your logo • your business card • your web page design (at least one page)

If you also have your repeat pattern, or any of the other course specific requirements (e.g. letterhead & follower, mood board, swing tag etc) Great! You will receive feedback and direction on these items also.

The progress, development shown in your work will go towards your final mark. If you show us little or no progress work next week, this will be marked accordingly.

( and do not then hope to receive feedback via email over the weekend or at 7.30pm next Monday/Tuesday night :-)

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