1. FEBRUARY 17, 2014

2. TODAY
1)
2)
3)
4)
Logo stuff
The publicity assignment
Graphics: how do they work?
Homework

3. Logo check-in…
Remember that your logos are due on the
24th.
Any questions or concerns as you work on
those?
Here are some tips to make the best possible
logo (look out for a slide color change, too)

4. Four keys for a good logo
1)
2)
3)
4)
Scalability
Can survive the loss of DPI on screen
New audiences: new expectations
Different purposes, multiple purposes

5. Scalability
A good logo can be
done in color and
black and white and
can be presented in
multiple sizes. Like so:

6. Loss of DPI
Fine line work can be
lost while scaling
online (and in print,
honestly). Be careful
with detail in these
logos. You want to
create a logo that is
high resolution and is
“clean.”
From: http://www.smashingmagazine.com/2009/06/25/10-common-mistakes-in-logo-design/

7. New Audiences
We are working with
sports now, which
means we have a
specific audience;
those same styles
wouldn’t work, for
example, as a website
logo for me. Gaze in
fear at the Pacers
logo mated with the
LA Angels logo!

8. Multiple Purposes
You need a logo that
can be on many
things, in many
environments, and
look correct.
GOOD
NOT SO GOOD

9. Remember, too…
Usually a great deal of time and money is put into professional sports logos.
They’re meant to be identity markers for teams, to sell merchandise, to create
instant brand recognition, etc. Look at the two best selling logos:

10. And now back in
black.
Back. In. Black.

11. Flyer assignment
Our second major assignment is to make a flyer,
poster, or post-card for some event that needs
publicity. It can be ANY event; the goal here is to
figure out how to make effective flyers, so the event
itself is just “fuel” for what we’re doing.

12. You can look
around…
For events.
If you end up in a bind, unable to find
something, I have a few PW club events that
I will put information about on the course
website. You’re welcome to make fliers for
those.
These documents should be submitted to
me, when finished, as both PDF files AND
packaged InDesign files. I will walk you
through packaging if you’re not familiar.

13. More on flyers and
such in a moment.
First– some image
discussion.

14. Working with Photos
There are a few key things to know about
photographs. The first, which I bet you’ve been
exposed to before, is the rule of thirds.

15. Rule of Thirds
Basically, the rule of thirds states that everything
exists on a nine x nine grid. You want your
important elements on, or close to, lines of the grid
with the most important thing at an intersection
between two of the lines.
Let me show you.

16. A bad picture.

17. This is some poor
guy I found on
Google.
Well, not poor guy,
but poorly framed.
See how he’s in the
middle of the
frame?

18. Look at all this wasted space
Look at all this
wasted space
Look at all this wasted space
Look at all this
wasted space

19. A good picture.

21. Why?

22. Because our eyes
go to the intersections
and grid lines

26. I bet that girl
is glad she tagged
her photo with
Rule of Thirds

27. Good rule of thirds framing on
a terrible slide :

28. Also key…
We talked about this briefly a while back, but now
is a good time to remind you: for a print project,
your photos need to be 300 dpi and set to CYMK
and not RGB color.

29. Photoshop…
… is your friend for that.
But, of course, this means that not every single
photo you locate will work. If it’s too small, we
cannot gain/add resolution. Always aim/go bigger.
You can size down.

30. Also remember…
… Adobe made their software to work as a suite.
Don’t resize photos in InDesign. It will let you, but it
does weird, weird stuff to the compression and the
resolution. Size your photos in Photoshop.

31. As important as
“good” pictures is that
your pictures have the
right rhetorical
impact.

32. Dr. Phill presents:
the 6 things we do with
graphics
In a society so intimately tied to the nature
of the visual, we use graphics to do all sorts
of heavy lifting in our design (and in our
rhetoric). The following slides enumerate
some common ways that we use graphics
and offer examples of each.

34. Use 1: to Entice
You will find that many graphics do more than one
of the things on this list, but one of the most visceral
uses of any graphics is to entice the audience, to
give them something pretty, interesting, or awe
inspiring to look at while considering your
document.
This can take many forms.

38. Use 2: to Illustrate
Perhaps the most obvious use of an
image is to illustrate something that
is being written about, or literally to
show the “thing” being shared.

42. Use 3: to Inform
Sometimes graphics exist simply to offer information
that the text either cannot share verbally or which is
more user-friendly, or more dramatic, to be seen in
image form.

47. Use 4: to Brand
Graphics– particularly here logos–
are one of the most powerful ways
to brand a product. In a world
currently obsessed with marketing
(even on the level of the individual),
branding is a key element in current
visual rhetoric.

53. Use 5: to Visually Enhance
Sometimes graphics are present because they “spice
up” a design that is otherwise bland. It’s from this
particular use that we get the terminology “splash”
art. These images usually do one of the other things
as well, but their primary use is to enhance a layout
or otherwise make the visual presence of something
more pleasing.

58. Use 6: to Unify
Nothing pulls together a design like
the use of a nice, crisp, clean graphic
that can span the majority of a
document or can through color or
shape draw together what seem like
disconnected elements.

66. Back to flyers.
Let’s take a look at an
article.

67. Click on the photo for a link.

68. Design Task Four:
For this week’s design task, I
want you to take a look at the
posters I’ve put up. Using any
resources you can find, make a
“better” version of one of the
posters based on my criticism.

69. For Wednesday
Read for class: Golombisky & Hagen
Chapter 9, “Tips
for Designing for Color Blind Users”, and
based on those readings, tinker with
Colors on the Web