Student Showcase

We will take a look at any of your new work which is ready to share.

For the Midterm project, we will discuss the following aspects of each:

• Overall strength of the design
• Degree to which:
  • the specifications are met
  • the layout, color, and typography is consistent/cohesive
  • the content is complete

Final Project Overview

Take a few minutes to review the requirements for the Final Project.

Avoiding Printing Pitfalls

Day 1 Activity: Jigsaw Reading

In pairs, read one of the following segments in the textbook (each pair gets one segment.) Then share three main ideas and several additional details with the rest of the class.

When sharing out, please summarize rather than reading directly from the text.

• 6.4 Typefaces, Fonts and Typography (pp. 205-210)
• 6.5 Font File Formats and Functions and 6.6 Pitfalls with Fonts (pp. 210-215)
• 6.7 Images and 6.8 Mounting Images (pp. 215-220)
• 6.9 Color and 6.10 Pitfalls in Managing Colors (pp. 221-226)

Day 2 Activity: Jigsaw Reading

In pairs, read one of the following segments in the textbook (each pair gets one segment.) Then share three main ideas and several additional details with the rest of the class.

When sharing out, please summarize rather than reading directly from the text.

• 6.11 Pitfalls in the Layout Work (pp. 226-231)
• 6.12 Proofing and 6.13 Proofs (pp. 231-237)
• 6.14 Sending Documents to Print and 6.15 Structuring and Archiving (pp. 237-241)

Using Spot Colors in Illustrator

Selecting Pantone Colors

Using Selected Pantone Colors

Assignment

Throughout the second half of this course, you will be preparing a number of marketing pieces for an imaginary restaurant.

This week you will develop your restaurant company overview and design a logo.

In week 7, you will create business card, letterhead and envelope designs for the restaurant.

In week 8, you will create menu and take-out box designs for the restaurant.

In week 9, you will begin a Graphic Standards Manual for the restaurant.

For your Final Project, you will be collecting your marketing design items into a document called Kit of Parts (a complete branding design package.) You will also be finalizing your Graphic Standards Manual.

Create a Restaurant

Create an imaginary restaurant which has a single location in midtown or downtown Sacramento. It can serve any kind of food. Create a name for it that is memorable but not cliché.

Develop a Company Overview

In a Microsoft Word document, write up a company overview for your restaurant which answers the following questions. Please write your profile in complete sentences and in paragraph form. Spelling and grammar count!

Do not repeat the questions in your document, and do not merely answer the questions. Use your answers to develop an overview which is compelling and appetizing. Work as if you were presenting this document to potential investors (if the investors like your work, they will lend money to the restaurant, which can then afford to retain you as a designer.)

Company Basics

• What is the restaurant's name?
• What kind of food does it serve?
• Who are the restaurant's main (real) competitors?
• What is the restaurant's (fake) address and phone number?
• Who is the restaurant's manager?
• What is the price range for a typical dinner?

Company Branding

• Who are your target clients (diners)? Be more specific than "everybody".
  • What kind of people are they?
  • Where are they located?
  • What would you like them to think about your brand?
  • How will you attract them to your restaurant?
• What will the atmosphere of the restaurant be?
• What sorts of colors would be appropriate for the restaurant's marketing materials?
• What will the restaurant's brand message be? In other words, what promise will your marketing make to potential customers about their experience with your restaurant?

Design a Logo

Using the restaurant and company overview you developed above, design a logo which captures the personality and essence of the restaurant's atmosphere and food.

I recommend you begin with 20, 30, or more sketches on paper. This way, you can rule out lots of bad ideas and select the best idea you have (we all have lots of bad ideas that we need to get out of our system when developing a design.)

Create the logo using only vector drawings in Illustrator. Do not use any raster elements. Use only two Pantone colors, plus Process Black if desired. Create Outlines of any fonts that may be used. Save the file as an EPS.

Avoid:

• anything highly detailed
• clichéd elements, unless presented in a fresh way
• gradients
• any process color other than Process Black
• any RGB elements