Class 5

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graphic design III
Assignment Brief
ART 310
Using the general theme of shoes’, create an engaging story line that is incorporated into
a 12-month calendar.
1. A fun, catchy title that summarizes your ‘shoe story’.
2. A systematic series of images that interprets your ‘shoe story’ consistently in style and content
across 12 months.
3. Use a simple and clear typographic heirarchy that communicates the different levels of information
necessary for the functionality of the calendar such as the month, date, year in addition to the
story line text.
4. An introductory paragraph (25-50 words) that sets the tone for your concept.
5. One small block of text (10-30 words) for each month that interprets from month-to-month
your ‘shoe story’ in a clever and engaging way. We have permission from the author of the website: to extract and use any text there. Please read the entire
text; it is cleverly written and may inspire you. (If you exerpt from this text, the author, Kristine
Byrnes should be credited somewhere on your final product.) Images provided on the site are a
point of reference only; you are invited to do more research. For example, this site does not
approach the evolution of shoes beyond the 1980s and does not go into any detail about
athletic shoes. Do not auto-trace or copy the reference images; develop your own stylistic approach!
VISUALS: Keep your illustrations contemporary and simple. Use color, shape, and pattern in
a systematic manner to convey your ‘shoe story’. Don't get wrapped up in details of the shoes
themselves as much as in the concept and composition that will effectively communicate your idea.
Create a harmonious composition by incorporating elements of good design paying particular
attention to organization, continuity, margins, and alignment.
1. Use contemporary typefaces such as DIN 1451 Std Engschrift or another sans serif for the
calendar (numeric) portion to keep it clean, simple and legible.
2. For the small block of text, choose a contrasting serif typeface that reads well.
3. You may treat your introduction blurb any way you like, using the serif or the sans serif typefaces.
CONSIDERATIONS: Will your story be about the evolution of shoes or the evolution of a style of
shoes such as athletic shoes, boots, heels? Or, will the story be comical and a play on words
relating to shoes such as the treatment on the ‘head over heels’ website? Will your shoes be
imaginative or playfully invented by you, such as illustrations of shoes worn by famous monsters.
Will you use a background color, or patterns? If so, be sure that type can read against it. How will
you layout the calendar portion? The typography and layout of the calendar should be treated
consistently from month-to-month. How will the user use/view the calendar?
_Create a graphic storyline that is communicated in a consistent manner over 12 months
in a calendar format.
_Problem solving (e.g. research, critical thinking, idea development)
_Tailoring strategic communications to a specific story line, or interpretation
_Visual Hierarchy (prioritizing the placement of information / focus of importance)
_Grid structure (margins, organization, continuity, alignment, ratio)
_Demonstrate knowledge of basic design principles and elements, compositional focusing
_Demonstrate knowledge of software programs such as InDesign, Illustrator, and Photoshop
_Craftsmanship (e.g. precision, cleanliness, attention to detail)

graphic design III
: Calendar
ART 310
SIZE: Not to exceed 5 x 7”. Must be bound or contained in some way for appropriate display on a
desk. Choose from the following formats:
_spiral bound (not to exceed 5 x 7”)
_accordian fold (not to exceed 4 x 6”)
_plastic cd/easel case
Case Size: 5.59" x 4.98" x 0.36"
Insert Size: 5.4" x 4.65"
COLOR: four colors; Cyan Magenta Yellow BlacK
TEXT ELEMENTS: Story title, introduction text, as well as information/descriptive blurb for each
month in addition to the standard (and accurate) text required for the 12-months in the
calendar year of 2011.
Week by Week Planner
Brainstorm possible story lines for your interpretation of ‘shoes’. (see suggested website)
Write an objectives statement for each approach. Include a title, brief story description and list
of adjectives for each concept.
Thumbnails: develop a minimum of 3 ideas for each story/approach and include a calendar
layout treatment for each.
Your solution may be purely typographic, visually driven or type-driven.
Think about the various ways the months on the calendar could be tied together:
_through the use of similar visuals: illustrations, graphics, photographs, typography
_through the use of technique: hand-drawn, torn paper, photography, etc. (see chapter 5, visualization)
Select 2 of your favorite/strongest ideas to present in Week Three’s critique. Be prepared to share
your objective statements and mood boards showing proposed illustration style .
10.18 | WEEK THREE
With the help of classmates in the critique, select the best design direction for your calendar.
Begin working on illustrations. Design calendar (numeric) treatment. Build a color palette, and
begin to develop layouts to size for each piece on the computer in InDesign or Illustrator. Email a pdf
of two sample ‘months’ to the instructor and post to blog.
10.25| WEEK FOUR
Present a black and white hard copy print-out at actual size of layouts for at least three months
for critique. Based on the critique, finish all layouts. Email a pdf of your progress to the instructor
by Thursday for feedback and post to blog by Sunday. Have a hard copy print-out to size showing
each month for next week’s critique. As you work toward refining your final layout, print to
actual size, comp and test for folding/bindary, scale, and legibility issues.
11.1 | WEEK FIVE
Present a color hard copy print-out at actual size of all components for critique. Based on feedback,
create final comprehensive layouts of all components. Submit final art in a plastic archival print
protector. Glue a 3” x 2” typed with course name, project name, instructor’s name, your name
and date to the outside.