Content Outline and Competencies:

I. Graphic Design Defined

A. Describe the meaning of graphic design.

1. Types of images (type, drawing, graphics and photography)

2. Visual messages (sender, message, receiver)

B. Describe graphic design in our society.

C. Describe educational needs for graphic designers.

1. Perception

2. Visual organization

3. Design methodologies

4. Aesthetics

5. Visualizing techniques

6. Materials, tools, processes, technology

7. Production techniques

8. Message and content

9. Design theory

10. Historical perspective

    11. Current design trends

II. Graphic Design Field

A. List related disciplines within the graphic design field.

1. Graphic design

2. Typography

3. Photography

4. Illustration

5. Digital/web design

6. Design technology

7. Social media

B. List significant historical developments that influenced graphic design.

1. Major trends in design history

2. Influence of world events on style

3. Influence of technology on style

4. Contemporary developments in design

C. List career specialties in the graphic design field.

1. Advertising

2. Publication design

3. Illustration

4. Type design

5. Exhibit design

6. Interactive design

7. Multimedia design

8. Package design

9. Environmental design

9. Information design

10. Educational design

11. Corporate graphics

12. Identity design

13. Photography

14. Social media design

15. User experience design

III. Graphic Design Professional Practice

A. Identify entry-level through upper-level job positions in the graphic design field.

1. Traditional/digital production designer

2. Interactive designer

3. Illustrator

4. Graphic designer

5. Art director

B. Describe expectations for a typical entry-level job in graphic design.

1. Sample job description

2. Salary range/benefits profile for average

3. Average working conditions (hours, environment, demands, etc.)

4. Promotion opportunities

5. General employment qualifications

 a. Personal attributes

 b. Skills

 c. Portfolio

C. Describe projections for economic growth and job opportunity for the next 3-5 years.

1. Types of job forecasts

2. Geographic locale identified

3. Available information on salaries

4. Source(s) of information

D. Define business issues of importance to the graphic designer.

1. Ethical standards

2. New technologies

3. Pricing and marketing

4. Salaries/benefits

5. Contracts/legal considerations

6. Freelance vs. salaried

E. Describe available professional resources for the graphic designer.

1. Professional organizations

2. Networking

3. Seminars, conferences and workshops

4. Professional publications

5. Internet

6. Video

7. Job placement centers

F. Use vocabulary relating to the graphic design field, including terms related to the following:

1. Disciplines within the field of graphic design

2. Design history

3. Design specialties within the field

4. Job descriptions in graphic design

5. Business issues relating to graphic design

6. Resources for the designer

IV. JCCC Graphic Design Program

A. Career program profile.

B. Identify admission requirements for the JCCC Graphic Design program.

1. Testing

2. Required courses

3. Application

C. Describe portfolio review and explain its importance to the graphic design student major.

D. Describe the internship component of the Graphic Design program and explain its importance to the graphic design major.

V. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Transition of conventional to digital production

A. Define the graphic image.

B. Trace the history of the graphic image and printing processes.

C. Compare and understand the conventional photograph and how it relates to the digital image.

D. Understand the relationships of current industry terminology as it relates to traditional processes.

II. Processes for quality image reproduction

A. Identify and demonstrate an understanding of the use for the following items:

1. Continuous Tone

2. Line Art

3. Halftone/Grayscale

4. Monotone/Duotone

5. Full Color

B. Troubleshoot problems for the above materials or imagery.

III. Color space

A. Define color space for RGB, CMYK.

B. Define Process printing and Spot printing.

C. Identity different forms of proofing and printing.

IV. Enlargement and Reduction

A. Scale ratios and resolutions for print and digital media.

B. Implement proper digital resolution reproduction ratios for:

1. Line art

2. Traditional continuous tone images

3. Digital photographic images

C. Understand differences between resizing and resampling.

V. Image Characteristics

A. Identify the differences in requirements between raster graphics and vector graphics.

B. Define and delineate the relationship between the following:

1. Bitmaps

2. Pixels

3. Pixel depth

4. Pixels per inch

5. Dots per inch

7. Lines per inch

C. Utilize appropriate scanning techniques to produce the following:

1. Line art

2. Grayscale

3. Color

D. Utilize appropriate file format for print and digital media.

VI. Image Manipulation

A. Correct an image for reproduction by using the following items:

1. Levels/Curves

3. Brightness and contrast

4. Threshold

5. Sharpening

6. Color correction

B. Demonstrate the ability to work with the following:

1. Layers

2. Masks

3. Extraction/COB (Cut out background)

4. Merging multiple images

C. Produce the following types of images:

1. Monotone

2. Duotone

3. Stylistic image effects

4. Combined filters

VII. File Management

A. Understand file format usage:

1. TIFF

2. EPS

3. PDF

4. JPEG

5. PNG

6. GIF

B. Prepare files using the proper file formats.

C. Manage file sizes per use.

D. Implement file organization and naming conventions.

E. Demonstrate saving work to various storage devices to include:

1. Removable storage

2. FTP servers

3. Cloud

VIII. Printing

A. Assemble proper settings for printing a document.

B. Demonstrate and differentiate between the various printing technologies to include:

1. Black and white laser printer

2. Color laser printer

3. Ink jet printer

C. Understand paper stocks and mediums

IX. Attitudes and Work Habits

A. Practice productive work habits.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate Teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision and feedback.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Drawing Theory and Methods

A. Visually analyze and accurately draw three-dimensional form applying the principles of linear perspective and drawing fundamental geometric volumes as they relate to visual problem-solving in graphic design.

1. Draw two-point perspective with review of one-point and three-point perspective.

2. Perceive and draw the underlying transparent geometric volumes that form the structure of three-dimensional objects.

3. Analyze the proportion and structure of a single object.

B. Employ the following perceptual methods to describe three-dimensional form and spatial depth.

1. Scale gradation

2. Overlap

3. Figure/ground relationships

4. Line weight and continuity

5. Line and tone

6. Transition between light and shade

C. Apply the vocabulary specific to drawing theory and design principles.

II. Visual Problem-Solving and Drawing Process Methods

A. Practice visual research as a method of visual problem-solving.

B. Apply two-dimensional design principles, drawing theory and techniques and effectively apply in the generation of unique and visually engaging graphic compositions.

C. Practice drawing process methods employed to visually solve problems in graphic design and to achieve a variety of conceptual solutions.

D. Effectively self-evaluate and critique concepts through the practice of iterative drawing and visual problem-solving processes.

III. Drawing Media and Techniques

A. Identify and utilize appropriate drawing media as they apply to visual thinking and problem-solving methods in graphic design.

B. Apply line weight variation to achieve the illusion of visual depth and graphic emphasis.

C. Apply professional quality and finesse of line as it applies to graphic arts.

IV. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Visual Problem-Solving and Drawing Methods

A. Apply visual problem-solving and drawing methods to the conceptual development processes of graphic design.

1. Employ ideation methods to originate concepts.

a. Employ brainstorming and concept mapping.

b. Employ thumbnail drawing to achieve quantity and variety of concepts.

2. Employ appropriate media techniques to draw and develop concept roughs.

B. Apply visual problem-solving and drawing methods to the production processes of graphic design.

1. Apply technical skill in digital drawing and graphic production of a final concept.

2. Implement knowledge of color and apply in graphic production of a final concept.

II. Visual Language and Communication

A. Implement research and employ analytical methods for critical assessment of visual language and effective communication.

B. Apply the principles of design and drawing theory to communicate the visual language appropriate for a concept and intended audience.

1. Employ visual balance: symmetry vs. asymmetry.

2. Employ scale, direction and position in space.

3. Employ three-dimensional viewpoints.

4. Employ positive and negative shape relationships.

5. Employ emphasis and contrast.

6. Employ analog drawing.

C. Identify and employ various media and stylistic techniques to communicate the appropriate visual language for a concept and intended audience.

D. Utilize color and value relationships to communicate the appropriate visual language for concept and intended audience.

III. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. History of Typography

A. Describe the origins of typography.

B. Trace the evolution of type design through historical, cultural and technological advancements.

C. Describe the implications of type history and technological innovations with current design trends.

II. Basic Technologies in Typography

A. Define and compare common and unique processes for generating typography.

1. Traditional/mechanical

2. Digital

B. Demonstrate proficiency using and managing digital type.

1. Activate and deactivate typeface sets

2. Create specific typeface sets and folders

3. Review digital typeface specimens

4. Prepare typographic designs for transfer and output

III. Visual Characteristics of Typography

A. Define and understand terminology specific to letterform anatomy.

B. Define and understand the visual characteristics of type.

1. Style

2. Case

3. Italic

4. Size

5. Weight

6. Color

7. Elaboration

C. Define and analyze visual historical relevance and visual attributes of major type classifications.

1. Old style serif

2. Transitional serif

3. Modern serif

4. Square serif or slab serif

5. Grotesque sans serif

6. Geometric sans serif

7. Humanist sans serif

D. Analyze and select appropriate typeface and typeface families for their attributes.

IV. Legibility and Readability

A. Recognize and select the appropriate attributes of type fonts.

1. Type size (text type and display type)

2. Spacing

3. Leading

4. Kerning

5. Line length

B. Recognize and select the appropriate alignment and arrangements of type.

1. Justified

2. Ragged right

3. Ragged left

4. Centered

5. Non-horizontal (diagonal)

C. Recognize and select the appropriate compositional placements of type.

1. Symmetrical

2. Asymmetrical

D. Recognize and demonstrate the appropriate visual coding of text.

1. Paragraphs, indentations, margins

2. Indents, wraps, rivers

3. Headline, body text, subhead

E. Recognize and select the appropriate parameters of the compositional page.

1. Page size and format

2. Material choice

F. Recognize and select the appropriate parameters when combining typography with the image.

1. Photography, Illustration

2. Logos, icons, graphic devices, including bullets, buttons, glyphs

3. Backgrounds, patterns, borders

V. Typographic Communication

A. Select and utilize typeface and type families appropriate for the requirements of the message.

1. Analyze relevant context of message.

2. Analyze and combine historical and current conventions of use.

3. Propose alternatives through synthesis of objective and subjective response to message.

B. Utilize visual organization to support communication of the typographic message.

1. Utilize hierarchy of information.

2. Utilize typographic space.

a. Letterform/counterform (figure/ground)

b. X-height (median)

c. Words, lines, paragraphs, columns, page (structure)

3. Utilize grids and typographic frameworks (composition)

C. Create and enhance meaning of communication through typographic design.

1. Explore connotative typographic expression and meaning.

2. Explore connotative typography and it relationship to the image.

3. Explore typographic contrasts (type pairing).

D. Utilize typographic organization that supports functionality for the viewer (function).

E. Utilize integrated graphic design process for typographic projects.

1. Define the givens and the variables of the project.

2. Research the project topic.

3. Explore potential typographic messages, concepts and images for the project.

4. Ideate and iterate design concepts relevant to the project criteria.

5. Translate visual ideas to "thumbnails."

6. Select and refine concepts in thumbnails and advance to "rough-drafts."

7. Select and refine concepts through final stages of design.

8. Edit, produce and present final design in professional manner.

VI. Attitudes and Work Habits

A. Practice productive work habits as dictated by professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Lettering and Typography

A. Describe and utilize the basic principles of typography.

B. Develop skills using traditional and digital layout methods.

1. Comping typography for layout.

2. Overlay refining systems and copy transfer.

3. Apply basic typographic settings for page layouts.

4. Employ basic typographic measurements in points and picas.

C. Develop skills using digital typography generated in a layout software application including:

1. Use basic digital typesetting and formatting.

a. Master pages

b. Paragraph style sheets

c. Page setup and printing.

2. Apply basic typographic settings for page layout.

3. Employ basic typographic measurements in points and picas.

II. Applied Grid Systems

A. Apply principles and elements for layout design compositions.

B. Apply the principles and elements for designing editorial layout formats.

III. Research and Resources for Layout Artists

A. Employ various resource materials for development of a visual/verbal vocabulary.

B. Implement distillations from research for use with the creative problem-solving processes.

IV. Composition Considerations for Basic Layout Elements

A. Apply principles of integral design in creating a project, including:

1. Typographic.

2. Representational images.

3. Non-representational images.

B. Apply the stages of conceptualization, including:

1. Define the givens and the variables of the project.

2. Research the project topic.

3. Explore potential visual imagery for the project.

4. Create design concepts.

5. Create "thumbnails."

6. Revise selected thumbnails to "roughs."

7. Select and refine "roughs."

8. Edit and produce final comprehensives.

C. Apply the selection of appropriate tools.

1. Traditional.

2. Digital.

3. Various combinations of forms and media.

V. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Introduction to Illustration

A. Identify the following categories of illustration:

1. Editorial and book

2. Animation and video

3. Advertising

4. Institutional

5. Other

B. Identify illustrators and artists based on their media and techniques.

II. Visual Resources

A. Demonstrate appropriate use of photographs as a visual resource.

B. Cite and utilize appropriate reference books and online sources.

C. Build a visual reference collection file within appropriate classifications, utilizing a variety of sources.

III. Illustration Techniques, Media and Processes

A. Demonstrate appropriate ways of working with photographic reference including the following:

1. Copyright issues

2. Drawing from numerous visual references.

3. Enlarging, reducing, combining and altering images

a. Scanning, resolutions, file formats

b. Digital vector and rastor artwork

c. Drawing application software 

d. Other

B. Demonstrate the ability to apply traditional media methods and techniques:

1. Dry media

2. Liquid media

3. Mixed media

4. Digital media

5. Other

IV. Image Development

A. Appropriately utilize the following visual problem-solving processes and methods:

1. Research

2. Thumbnails

3. Roughs

4. Comprehensives

5. Finished Art

B. Apply design principles of visual language.

C. Employ appropriate combinations of type and image.

V. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

Content Outline and Competencies:

I. History of Type

A. Identify and distinguish between 20th century type styles and apply.

B. Observe and assimilate major trends with reference to historical type design as appropriate for design solutions.

II. Typographic Design Considerations

A. Analyze the nature of type and demonstrate how to design with type to express an idea.

B. Employ the principles of composition to convey a particular idea or expression.

C. Explore and utilize various typographic elements.

D. Select and manipulate relational typographic elements in design projects.

III. Layout Content

A. Demonstrate creative conceptualization and problem-solving skills.

1. Define the givens and the variables of the project.

2. Research the project topic.

3. Explore potential visual images for the project.

4. Create the design concept.

5. Compose the "thumbnails."

6. Revise selected thumbnails to "roughs."

7. Select and refine rough.

8. Edit and produce finial comprehensives.

B. Employ various graphic communication modes in creative projects.

C. Develop techniques to determine audience response to project designs.

IV. Applied Grid Systems

A. Apply the principles and elements for layout design compositions.

B. Apply the principles and elements for designing editorial layout formats.

C. Explain and accommodate the differences and design for design on paper and/or the illuminated screen.

V. Lettering and Typography

A. Describe and utilize the basic principles of typography.

1. Hierarchy

2. Legibility

3. Readability

B. Develop skills using traditional and digital typographic methods.

1. Refine manipulation of typographic fonts for design.

2. Develop skills for hand generating lettering.

3. Develop refinement skills in letterform construction digitizing hand lettering to vector.

C. Develop skills using digital typography generated in a layout software application including:

1. Basic digital typesetting and formatting.

a. Master pages

b. Paragraph style sheets

c. Page setup and printing

2. Apply basic typographic settings for page layout.

3. Utilizing placeholder body text for layout.

4. Employ basic typographic measurements in points and picas.

D. Define and select appropriate states of finish.

E. Select the appropriate function of a layout element and determine its usage.

VI. Apply Basic File Production Principles

A. Image preparation for print and web layout.

B. Vector file preparation for print and web layout.

C. Define and select appropriate states of finish for various design vehicles.

VII. Research and Resource for Graphic Designers and Professional Vocabulary

A. Establish a visual research image reference system for concept development.

B. Employ various resource materials for development of a visual/verbal vocabulary.

C. Establish concepts from research and client/user needs as part of the creative problem-solving processes.

VIII. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Introduction to Graphic Production

A. Define the stages of production.

B. Trace the designers’ role in understanding sustainable production methods.

C. Employ essential professional vocabulary.

1. Traditional

2. Digital

D. Implement sustainable design and production practices when applicable.

II. Digital Technology

A. Explain digital processes in the design industry.

B. Describe current and future industry trends.

C. Compare the qualities of ink on paper between offset lithography and digital printing.

III. The Process of Design

A. Research project.

B. Develop layout(s).

C. Identify typography for screen and print.

D. Describe collaboration with art directors, clients and vendors as needed.

IV. Digital File Preparation

A. Demonstrate production practices.

1. File formats

2. Resample and resize rastor images

3. Repurpose rastor images

4. Prepare, import and export vector files

5. Digital file and asset management

6. Digital separations

7. Resolutions

8. Pre-flight

9. Full-color digital separations

10. Spot color digital separations

11. Two color digital separations

12. Specialty

B. Demonstrate Digital Typesetting Skills.

1. Digital typesetting and formatting

2. Digital paragraph and character styles

3. Digital proofing systems

C. Demonstrate Production Material Considerations.

1. Binding

2. Folds

3. Paper

4. Inks

V. Production Preparation

A. Complete project estimates and costing of the job.

B. Develop time-estimating practices.

C. Demonstrate project sequencing the project.

D. Utilize appropriate tools.

E. Select appropriate materials.

F. Demonstrate the application of appropriate digital techniques.

G. Consider appropriate processes.

VI. Attitudes and Work Habits

A. Practice productive work habits.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Attend to detail.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. The Designer's Responsibilities

A. Define, compare and contrast digital production methods for various platforms.

B. Describe the importance and methods of collaboration and teamwork essential for the creative team.

C. Describe consultation with a client, developer, printer and support staff as needed.

II. Sources of Information and Current Technology

A. Employ appropriate sources of information.

1. Books and periodicals

2. Professional industry associations

3. Blogs and online sources

B. Demonstrate working knowledge of current digital production technologies.

1. Print

2. Interactive

3. Other

III. Preparing Art for Production of Print

A.     Research and assemble basic materials for a project 

1.    Client needs

2.    Budgets

3.    Specialty printing   

a.    Inks

b.    Papers

c.     Construction

d.    Binding

4.    Job costing

B. Develop digital layout(s) with the appropriate software applications.

1.    Master pages

2.    Publication guidelines

3.    Style guides

4.    Digital typesetting

5.    Image formatting

6.    Image resolution

7.    Packaging files for output

IV. Assets for Interactive

A. Apply best practice file usage.

1. SVG

2. Base64

3. PNG

4. JPG

5. GIF

6. RGB, VS, HEX, WedSafe Colors

B. Demonstrate working knowledge of website creation tools.

1. Drag-and-drop web templates

2. Theme installations

3. Customization

4. Plugins

5. Widgets

6. E-blasts

V. Responsive Web Design

A. Discuss user's behavior and environment

B. Select appropriate screen size, platform and orientations

C. Apply best practices for design for mobile, tablet and desktop

D. Appropriately utilize flexible grids, layouts and images.

VI. Digital Content Components

A. Understand the impact of using rich media assets.

B. Choose the most effective social media assets.

C. Understand how video conversions affect online traffic

D. Understand response and effect using interactive animations.

E. Understand why interactive widgets create interactivity.

VII. Basic Interactive Workflow

A. Create artboards and wireframes.

B. Learn basic programming skills for creating:

1.    Static web pages

2.    Dynamic web pages

C. Demonstrate how to manage, measure, optimize and validate online ads using current ad systems.

D. Discuss how to hand off an ad tag for tracking.

E. Understand best practices for labeling and organizing files.

VIII. Attitudes and Work Habits

A. Practice productive work habits.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate Teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision and feedback.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Introduction to Brand, Branding and Identity Design

A. Define brand.

1. Tangible assets

2. Intangible assets 

B. Define brand identity.

    1. Recognition

    2. Differentiation

    3. Meaning

C. Define branding.

1. Trace the origin and evolution

2. Explain the branding process

D. Explain brand identity ideals.

1. Vision

2. Differentiation

3. Durability

4. Coherence

5. Flexibility

E. Understand the communicative potential and connotative values associated with identity elements.

1. Sequence of cognition

2. Realistic vs. abstract marks

3. Embodiment of brand ideals

F. Explain and identify the characteristics of primary brand identity elements.

1. Brandmark

2. Wordmark

3. Letterforms

4. Pictorial marks

5. Abstract marks

6. Emblems

7. Dynamic marks

8. Characters

II. Systematic Process of Brand Development

A. Present research and creative strategy.

1. Identify organization and determine subject

2. Overview of industry

3. Visual audit of competitive landscape

4. Case study of primary competitor

5. Summarize intent, audience and creative direction of proposed organization/brand

B. Design and present proposals for the brand’s identity.

1. Brandmark, logotype, tagline

2. Vision statement, brand message

3. Imagery: Photography, illustration, patterns and graphic elements

4. Color: Primary and secondary usage

5. Typography: Primary and secondary usage

C. Design and present brand appropriate touchpoints.

1. Print: Business systems, advertising, collateral, packaging

2. Web: Website, social media, mobile

3. Environmental: On-site signage, outdoor advertising

4. Other: Uniforms, vehicular, promotions

D. Manage brand assets.

1. Brand narrative

2. Brand standard guidelines and usage

III. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision and feedback.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Evaluating Graphic Design and Advertising

A. Define the graphic designer's problem.

B. Describe and follow the steps in the creative problem-solving process.

1. Concepting

2. Thumbnails

3. Roughs

4. Comprehensives

C. Identify the classes of materials the designer works with.

1. Given materials (products, copy, slogans, logotypes, format, media, production, etc.)

2. Formal materials (space, contrast, proportion, harmony, rhythm, repetition, line, mass, shape, color, weight, value, texture, etc.)

3. Psychological materials (visual perceptions, optical illusions, the instincts, intuitions, emotions of the audience, etc.)

D. Describe the impact of electronic information.

1. Communicating with clients

2. Access and copyright issues

3. Networks, servers and back-ups

4. Compression of market delivery time

II. Information Vehicles - The Visual Vocabulary

A. Choose the most appropriate graphic mode for a given problem.

1. Photography

2. Illustration

3. Typography

B. Employ hand-generated graphic elements as necessary.

1. Symbols/logos

2. Charts and diagrams

3. Maps

4. Minor graphic elements

C. Appropriately employ digital elements.

1. Fonts

2. Stock photography

3. Stock illustration

4. Clip art

III. Graphic Design Products

A. Compare and contrast the different types of graphic design products including:

1. Brand design

2. Advertising design

3. Digital media design

4. Publication design

5. Educational media

6. Information design

7. Exhibition design

8. Packaging design

9. Environmental graphic design

B. Follow the creative problem-solving process to create three projects selected from the preceding list.

C. Respond to the projects through professional critiques and evaluation, including self-evaluation.

IV. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Professional Portfolio

A. Select appropriate level of work and determine the total number of pieces.

1. Research and select the appropriate type of portfolio.

2. Prepare work for the selected type of portfolio.

3. Rework projects as necessary for the final portfolio.

4. Reduce work as necessary to fit the scale of the portfolio.

5. Employ proper photography techniques to table-top and three-dimensional work.

6. Sequence the work for greatest visual impact.

B. Print and build a final physical portfolio.

C. Create a digital portfolio viewable using the current platforms online to showcase portfolio work for recruitment. 

II. Documentation of Digital Portfolio Archive

A. Utilize the appropriate software to document and lay out all works in the final digital portfolio archive.

B. Develop a labeling system for all work. 

C. Embed a link to your resume and profile.

III. Professional Resume, Business Ensemble and Self Promo

A. Research and develop a personal identity that is employed across all platforms for a comprehensive system.

B. Write the resume, business ensemble and self promo copy.

C. Design an appropriate resume, business ensemble and self promo based on personal identity.

D. Produce a printed resume, business ensemble, (letterhead, envelop and business card) and self promo.

IV. Professional Considerations

A. Establish personal and professional goals.

B. List professional organizations and contacts.

C. Establish online professional resources for portfolio, career and salary guidelines.

D. Demonstrate interview techniques.

E. Describe how to conduct a job search.

F. Describe how to evaluate a job offer.

G. Establish professional social networking for career contacts and promotion.

V. Attitudes and Work Habits

A. Practice productive work habits as dictated by graphic design professional standards.

1. Study project materials and engage in research and effective note-taking.

2. Attend to detail.

3. Complete project stages on schedule.

4. Maintain a productive work setting.

B. Demonstrate teamwork skills in a graphic design environment.

1. Problem-solve in groups.

2. Respond positively to supervision.

3. Collaborate with peers and build consensus.

4. Maintain a positive attitude toward tasks and peers.

5. Give and accept constructive criticism and praise.

Content Outline and Competencies:

I. Internship Search Techniques

A. Contact approved sponsors and/or appropriate potential employers to schedule multiple interviews.

B. Conduct personal interviews with potential employers.

C. Evaluate the internship interviews for comparison and competency.

D. Identify potential employers to follow up with correspondence.

E. Produce a job search log and keep the instructor informed of activity

II. Formal Internship Agreement and Related Issues

A. Negotiate hours with the internship sponsor.

B. Submit the signed cooperative training site form at the beginning of the employment period.

III. Establishing Evaluation Criteria

A. Discuss the midterm and final evaluation with the sponsor.

B. Discuss the midterm and final evaluation with the instructor.

IV. Review of Internship Activities

A. Evaluate the work produced with the instructor.

B. Evaluate your work habits, including: accepting criticism and praise, productive work habits, completing tasks in a timely manner, problem-solving (individual or group) and responding to supervision.