GRAPHIC DESIGN I,   Pr. Ellen Baryshev
1. Final test

2. If you still have some work to do, do it.

3. If you are not sure about your final grae, we can speak.

Up to you


I am not sure

Enjoy your Summer


Brand guideline design
- Individual discussion: layout, typography, colors, etc.
- Correcting the brand guideline design after discussion
- Resubmitting the brand guideline design Illustrator file for the final grade

Team project Brand Design from Simple Geometric Shapes

I created a folder Brand final in your team folders
Put there 3 final Illustrator files
1. Symbols (only one file with all 10 symbols!)
Don’t forget to put 4 basic geometric shapes on the top
Example: Save Our Planet
2. Illustration
Example: Save Our Planet
3. Brand Guideline
Don’t forget to create outlines
Example: Duolingo
Only Illustrator files, not JPG, PDF, or any other
If you are not happy with the grade for each part, you are welcome to improve it.


1. Brand (conclusion)
Brand Design Elements for Designers and Entrepreneurs

2. Team project Brand Design from Simple Geometric Shapes:
Correcting, improving, and polishing all 3 project’s parts for the grade to be increased
- Not more than 4 basic geometric shapes, the same for all symbols/simple images (only minimum exceptions are allowed when it is necessary)
- Each symbol/simple image should have minimum amount of pieces, not more than 10-15 pieces (20 is exception for more complicated image, but try to avoid it)
- Working with text do not forget to create outlines at the end; I will subtract 10 points if I have the problem with your font on my computer
- Using professionally design principles working on design
- Please keep in mind all your technical Illustrator skills because it is also part of the project skills
- Read again all guidelines carefully to avoid problems and not to have a lower grade; I will consider all of the above aspects grading this project

3. Advice for Graphic Design Students

Team project Brand Design from Simple Geometric Shapes

Finishing and resubmitting 3 corrected final Illustrator files into the folder Brand final

Extra project, last tutorial

Very interesting techniques and the result: Infographic Design , include the text (it can be Lorem Ipsum)
(There is no sound, but you don't need it)
Submit into your personal tutorial folder

Be prepared for the final test

Study all the assigned materials
Also, watch these advices: 20 Ways to become a Better Designer and to be More Creative



Brand guideline, also called a brand style guide, is essentially an instruction manual catalog on how to communicate your brand. They come in the form of physical or digital booklets, which lay out all the consistent visual details, general look-and-feel of a company's branding, color palette, typography, imagery, examples, as well as important notes about the company’s voice, tone, and messaging.
Example Shazam Brand Book & Identity Guidelines


Create a very simple brand guideline in Illustrator with the company name, short company description, voice, style, your chosen shapes, color pallet*, several symbols made following that guideline, and the illustration.
- Each part has to have a short description (take care or grammar and syntax)
- This document has to be well designed and have professional layout (pay special attention to the alignment), colors and typography (keep in mind typographic hierarchy).
- Suggested document size:
Width – 8.5 inches
Height – as long as needed, possibly around 16 inches.
But your layout can be horizontal if you prefer

Example: Duolingo Brand Guideline example that I adjusted for you


*Color Types
For maintaining colors consistency throughout the brand visual identity, colors need to be indicated using special color types for print and screen
To communicate color precisely, color types can be indicated with color specifications - special numbers. Spec systems vary in their method and in their degree of specificity.
Color types PMS, CMYK, RGB and HEX
Chart example RGB, HEX, CMYK, PMS
(You can use Illustrator and Adobe Color site to convert colors)

Today you work on:
1. Sketches for the brand guideline layout (watch alignment, hierarchy, etc.)
Look at the examples in your HW and browse for more on the Internet
2. All the texts for the brand guideline (watch grammar, punctuation, syntax)

Team project Brand Design from Simple Geometric Shapes

1. Study: Brand Style Guide
Video How to Create a Brand Style Guide
What is Brand Guidelene and 12 examples
More examples of Brand Guidelenes

2. Layout design is very important for this part; you have to use design principles to make a professional layout
Watch this video: 6 Golden Rules Of Layout Design You MUST OBEY

3. Work on the Brand Guideline:
- Read detailed description for the brand guidelene in the project text
- Finish working on your company's brand guideline sketches and texsts; start it in Illustrator
Note: Specify your colors; for ex: with hexadecimal numbers and CMYK, and/or PMS


1. Class presentation: graphic design principles in a poster
Presenter: Steven

2. Brand quidele design: layout
Grid is a system of vertical and horizontal lines that are used to align elements
In design, a grid is used for aligning blocks with elements in print or web layout: text, images, space, and any other element placed in a design
Layout Grid
Video Layout and Composition

Typographic hierarchy
Typographic hierarchy (hierarchy of information) allows the reader to understand at a glance the order of importance of the information.

Editorial design:
Example: the headline, subheading and body copy

Graphic design:
Business cards (typographic hierarchy + proximity)
Example 1
Example 2
Example 3

Compare two examples of the same poster
Without hierarchy
With hierarchy

Text alignment
There are four common types of alignment when dealing with text placement:
1. Centered (not good for a body text)
2. Flush Left
3. Flush Right
4. Justified (not all programs do a good job)
Text alignment
Cellphone - alignment problems
Each software has text alignment features in Paragraph panel

CREATE OUTLINES outlining fonts is very important!!!

3. Brand guideline design
- Continue working on the brand guideline design in Illustrator


1. Study class materials
2. Articles:
Understanding Typographic Hierarchy
The Hierarchy of Text in Design
15 reasons to use grid including style guides

Video How to Create a Brand Style Guide in Illustrator (you don't have to create so big document, of course)

Team project Brand Design from Simple Geometric Shapes

- Finish working on your company's brand guideline in Illustrator
Submit the file into your team folder
Note: Specify your colors; for ex: with hexadecimal numbers and CMYK, and/or PMS
Important: do not forget to CREATE OUTLINES


1. Team work: choose the best illustration sketch and start working on it in Illustrator
(I sent you emails about how to work together)
Read the illustration guidelines and detailed description in the project text

Team project Brand Design from Simple Geometric Shapes

1. Work and finish the illustration in Illustrator for the preliminary grade
2. Submit your Illustrator file for my comments and preliminary grade into your team dropbox.
3. Save your file as JPG and upload it into the OpenLab for peer critiques.

Note: you might want to use the different size for your illustration, please watch this tutorial
How and Why to Use Artboards in Adobe Illustrator


1. Graphic Design Principles in Practice - Poster
1. Adriana
2. Deidra

2. Team work: continue working on the illustration in Illustrator
(I sent you emails about how to work together)
Don't forget to upload your illustration (JPG file) and to comment on your classmates illustrations on the Open Lab

Team project Brand Design from Simple Geometric Shapes

Finish the illustration design in Illustrator for the final grade
Team dropbox submission (Illustrator file only)


1. Graphic Design Principles in Practice - Poster

Construction of simple images - thorough guideline

To simplify the explanation and avoid any confusion, we are going to use the following terms:
1. Symbol or a very simple image/graphic = image
2. Simple basic fundamental geometric shapes = shapes (e.g. square, circle)
3. Certain quantity of shapes (similar or different) = pieces (e.g. 2 squares and 1 circle = 3 pieces)

1. Each image has to be very simple. Using too many shapes complicates the overall silhouette of an image. For each simple image use no more than 4 basic, geometric shapes. For example, half circle (two halves can make a whole circle), rectangle, square, triangle. The shapes can have rounded corners.
Note: you can change the shapes' sizes.

2. One way of keeping the images cohesive is to repeat shapes. When constructing a simple image, try to use the fewest pieces possible, no more than 10-15. For example, a primitive head can be composed of 3 basic shapes/7 pieces: 3 circles for the head and eyes, 3 half circles for the ears and mouth, one triangle for the nose.
Here is a good example of the right degree of simplicity:
Images from geometric shapes
The EDP Visual Identity example: 85 images are created using only 4 basic geometric shapes: a circle, half circle, square and triangle (And, hundreds of illustrations are created using those images)

3. When constructing the image, try to use front or profile view. Using three quarters view can cause you additional problems.

4. Limit your image to a few colors. Too many colors create less harmony, simplicity and consistency.


Occasionally, when it is not possible to make an image without some exceptions, it is OK to override some guidelines, but very rarely and subtly
1. You can combine two or three simple geometric shapes to create a slightly more complex image part.
2. You can rotate the geometric shape or change its proportions.
3. You can cut out a part of the shape.
4. You can add a little part to your image, which is not one of your 4 shapes (for example, dog’s tale), but make sure they're still geometric in nature.
5. Sometimes you need to insert more details; still, try to keep your images as simple as possible. For example:
Try to keep hands as abstract as you can by keeping them as basic shapes in most places. If you need to show fingers, display the bare minimum needed for the pose.
Hair should be interesting but simple. Too many irregular shapes will make the hair unnecessarily complex. If possible, compose hair with just one or two large shapes.

Note: to combine or cut the shapes use Illustrator Pathfinder, Shape Builder, or any other appropriate tool.


Duolingo style guide will help you working on your images: Characters


3. Team working on symbols/simple images in Illustrator
Correction and polishing symbols/simple images for the final grade
Important note: at the top of the document put 4 geometric shapes, with which the symbols are created.

Tomorrow early morning I will put the preliminary grades for your 10 images:
1. Illustrator images quality
2. Following the project directions


Correction and polishing symbols/simple images for the final grade
Team drobox submission of the Illustrator file (not PDF or JPG).
At the top of the document put 4 geometric shapes, with which the symbols are created (this is important).
Do not create many Illustrator files; one (the most two) is enough for all 10 images


1. Graphic Design Principles in Practice - Poster


Part 2: Combine the symbols into a more complicated illustration to tell the story of the brand.
1. Make the logical surrounding for your characters/symbols.
It has to be created in the same style, but you can add some more shapes if needed (not too many).
2. Put your characters there

Students examples (down the page)
Read detailed description of the second part in the project text

Discuss and start working on 3-4 professional sketches for the illustration (vertical or horizontal layout.)


Illustration examples
3 different illustrations in the same style
Under water
Lion (not finished)
Bear and penguin (not finished)

Surroundings for illustrations
Room 2
Room 3
Pet shop
Pet shop complicated
Park winter
Geometric Landscape


Finish working on 3-4 professional sketches for the illustration (vertical or horizontal layout.)
Each sketch should be accurate and detailed, done in the separate notebook sheet

Team dropbox submission of good photos (or scans)




1.Graphic Design Principles in Practice - Poster
Presenter: Harry

2. Writing one paragraph of the company/campaign description
Due: today, 4/12
Submission: Word doc., dropbox team folder
Please take care of grammar

- Company Name
- Your target audience
- Products or services you provide
- Goal (what do you want to achieve)
- Company style
- Details (if needed)

Duolingo is an American language-learning website and mobile app. The company’s mission is to make education free, fun, and accessible for all. Duolingo makes language learning easily available to everyone. People need only a screen, an internet connection, and a few minutes a day to make anything possible.
Learning a language should be nothing to fear and should feel all about fun. Duolingo combines technology with the power of play to make language learning a joy, not a chore. Duolingo mimics the structure of video games in several ways to engage its users. It features a reward system in which users acquire "lingots" or gems, an in-game currency that they can spend on features such as character customizations or bonus levels.
As of March 2021, the language-learning website and app offers 106 different language courses in 38 languages

Note: the symbols should correspond to the products or services you provide

3. Team work on symbols:
Note: working on symbols, keep in mind the future illustration made with these symbols, even if you are not sure what exactly the illustration will be. Just try to have a very general idea for your illustration
1. Discussion of 4 shapes used for creation symbols, as well as colors
2. Discussion of symbols sketches. Choosing 10 symbols to be made with Illustrator
3. Start working in Illustrator on the symbols design


1. Finish 50% work on symbols design in Illustrator. (Keep the file in the team dropbox)
2. Finish editing one paragraph of the company/campaign description
Submission: Word doc.; your team folder (name it with your company name)



Team work on symbols
Note: working on symbols, keep in mind the future illustration made with these symbols, even if you are not sure what exactly the illustration will be. Just try to have a very general idea for your illustration
Reminder: you have to make not less than 10 symbols/simple shapes in Illustrator

1. Finalizing 4 (the most - 5, if needed) simple geometric shapes for creation of the symbols/simple images for your company
2. Checking that only chosen shapes are used for creation the symbols/simple images
3. Checking that each symbol/simple image contains no more than 10 (the most - 15) chosen shapes in total (the fewer the better)

Example 1: The EDP identity uses four geometric shapes (a circle, half circle, square and triangle); each symbol/simple shape is constructed from up to 10 indicated shapes

Example 2: these animals are created from 5 geometric shapes: circle, semi-circle, rectangle, rounded rectangle, triangle; each animal is constructed from 10-15 (sometimes a little more) indicated shapes

4. Continue working in Illustrator on the symbols/simple images

Ask me to help with Illustrator techniques


Finish 100% work on symbols design in Illustrator for the preliminary grade (team dropbox submission; only Illustrator file, no JPG or PDF)
Note: put all 4 geometric shapes, from which the images are created, at the top of the Illustrator file

Extra Project (continuation)

Tutorial #4 to submit into your personal dropbox, Tutorials folder:
First whatch the tutorial How to draw in Illustrator with shapes & lines
1. In Illustrator, make the fox as indicated in the tutorial (you can ignore stars)
2. In the same file, make any other animal using the same techniques



1. Graphic Design Principles in Practice - Poster

2. A brand and a brand guideline
What is a brand?

A brand is a name, term, design, symbol or any other feature with unique style given to a product and/or service. A brand stands out from the clutter and attracts attention by being different.


A brand guideline, also called a brand style guide, is essentially an instruction manual for how to communicate your brand. It lays out all the visual details, as well as important notes about the company's voice, tone, and messaging.
Some brand guidelines examples (the one you design will be simpler, with fewer items)


Examples of brands and brand guidelines:
Example 1
Sagmeister & Walsh design company rebranded EDP, an energy company in Portugal.
They created hundreds of logos and illustrations, which in combination tell the story of the EDP brand.
The identity is designed from four simple shapes: a circle, half circle, square and triangle, and only one color: red with gradient.
EDP project
EDP symbols
EDP illustrations
EDP editorial design
EDP identity


Example 2
Duolingo brand guidelines (illustrations are down the page)
- All illustrations are made from three basic shapes: the rounded rectangle, the circle, and the rounded triangle.
- Illustrations are simple, with the fewest shapes possible.
- The rhythm of simple shapes makes the illustrations interesting.
- Icons are designed on a flat perspective, on the same line of sight.
- Pastel colors only


Example 3
EMAS is Almada Forum is a Lisbon-based shopping center
EMAS Environmental Campaign
Design consists of simple shapes, 3 analogous green colors plus black and white
It uses environmental elements that reference real data showing how good management can impact our lives.


3. Peers critiques of the Project with Lines and Shapes on the OpenLab (the due date to upload the work there is today, 4/5)


Project: Design with Lines and Shapes

Computer work – drop box submission for my comments and preliminary grade
See the project text for details

Study what a brand is

1. Video What is a brand?
2. Study class materials



1. Graphic Design Principles in Practice - Poster
Presenter: Ishaat

(the last project, 20% of the final grade)

Score Distribution

Symbols sketches
Symbols design on Illustrator (preliminary)
Symbols design on Illustrator (final)
Illustration sketches
Illustration design on Illustrator (preliminary)
Illustration design on Illustrator (final)
Brand guideline with company description (Illustrator)
Illustrator technical quality
Due dates
Max points



- The workload between partners has to be equal; the partners will discuss and agree upon the work specifics and its parts’ proportions. You should check, comment, critique or correct each other’s parts if needed because the grade will be the same for both of you. I will be involved only in a case of a conflict.
- All parts have to be submitted on due dates into the team’s folder (not your personal folder)
You can always find due dates on the class site
- Sketches are grades for quality, variety, quantity and professional photo submission
- Brand guideline document is graded for the content and design
- Illustrator images quality will be graded for accuracy, precision and skillful mastering techniques.  I can grade this part only checking the Illustrator file (not JPG or PDF)

3. Creating the teams for the project, choosing company, brainstorm, research

Note: I will make folders for the team members

Project: Design with Lines and Shapes

Computer work – drop box submission for the final grade
See the project text for details


Work on Part 1:
1. After both of you choose a topic, research companies in that industry to find information that will help you determine what symbols will tell the story of the company. Brainstorm symbols, make sketches, etc.
2. Discuss the design with your partner and choose the final style, shapes and colors
3. Make a minimum of 20 different well-defined symbol sketches, approximately 3x3 inches each
Team dropbox submission of the sketches' photos



1. What is graphic design?
Graphic design is visual communication that combines images, text, and ideas to convey information to an audience.
Graphic design is communication design because it communicates certain ideas or messages in a visual way.

Graphic designers take design elements and apply the principles of design - a set of guidelines and rules that help to create an effective design to achieve the maximum result.
Important: a graphic designer must first understand these principles and learn the rules before he or she is experienced enough to break them.
Video Graphis design – definitions of graphic design by several famous designers

2. DESIGN PRINCIPLES, Introduction
- Video Elements and principles of design (1 min)
- Brief explanation with examples
We will study each principle thoroughly every class session

- Video Several design principles with examples (3 min)

2. Computer project: DESIGN WITH LINES AND SHAPES (Design elements and principles)

Lines and shapes in practice
Op Art
Victor Vasarely 1
Victor Vasarely 2

Op Art poster - Poster for the H. P. Lovecraft (horror writer) Exhibition.
Simplicity is the ultimate form of sophistication
Swiss Rutual
1969 Inflatable Sculptures poster

Coffee Robusta
Lux Fructus

Brochure examples
Example in combination with photo

Book cover
Structural Analysis
Two-Dimensional Man

XOCLAD a high-end pastry and confectionery shop located in the Mayan Riviera. Dersign communicates strong Mayan culture
The City of Melbourne

Image 1
Image 2

More examples are at the end of the project text

Grading scale
Components and grading max points:
1. Sketches: quality and quantity 10
2. Designs with lines only 30
3. Designs with lines and shapes 30
4. Layout, skillful implementation 30
Total 100
Due dates and submission:
3/24 Sketches - drop box submission
4/5 Computer work – Open Lab submission for peers critiques
4/7 Computer work – drop box submission for my comments and preliminary grade
4/12 Design revision (computer work corrected) – drop box submission for the final grade

Graphic Design

Read independently this article What is graphic design?
We will speak next class; I will be asking questions, so be prepared.

Study Design Pronciples

Video Beginning Graphic Design: Fundamentals (elements to 4:30; some principles - from 4:30)
7 principles of design
Video Design principles, graphical explanation (3.5 min)
Video with real examples Principles of Design (6 min)

Project: Design with Lines and Shapes

In your sketchbook with pencil:
1. Make several thumbnail sketches with only lines design
2. Make several thumbnail sketches with lines and shapes design
The more, the better (around 10 for each category is good, so totally around 20)
Do not make your design overcomplicated, but not very simple either
3. Take good photos of your sketches (or scan) and put them into the folder Sketches in your dropbox;
They will constitute 10% of this project grade (I will grade their quality and quantity)



1. Quiz

2. Graphic design and Graphic designers
- 6 Types of Graphic Design Jobs
- What do Graphic Designers do?

3. Finishing work on sketches; dropbox submission (10% of the project grade)


- Video: Should You Become a Graphic Designer?

- Videos: Principles of Design (with examples):
Part 1
Part 2

- Article: Design Principle - Contrast

Project: Design with Lines and Shapes

- Read the project text if needed
- Adobe Illustrator work:

1. Create the new document in Adobe Illustrator, letter size
2. Make a template of 4 squares or rectangle with 3 inches width: two above and two below. Align and distribute them nicely
The upper two rectangles for designs with lines only; the lower two rectangles for designs with lines and shapes
Layout example
3. Save (and keep saving) your Illustrator file into the dropbox folder.

Work with such palettes, tools and features as the Blend tool, Pen tool, Pathfinder, Layers, Transform and Transform again will be very helpful. (I will show these techniques I class, and you can find the tutorials on the internet)
4. Choose two designs with lines only from your sketches, and make the upper parts in Illustrator
5. Choose two designs with lines and shapes from your sketches, and make the lower parts in Illustrator
Don’t forget frequently saving your work

Make a JPG file from your Illustrator file and upload it on the Open Lab for peers’ critiques


1. Elements of Art in a Painting
Presenter: Deidra

2. What are Vector Graphics?

3. Illustrator tools and techniques explanation
What is Illustrator
The selection tools
Basic shapes
Transformation tools (and transform again command)
Distributing objects

Adobe Illustrator

Beginning Illustrator: Vectors vs. Pixels explained
Graphic Files Explained: Vectors vs. Raster

These will be very helpful for your computor project.
If you know some materials, you can skip the corresponding tutorials

What is Illustrator
Customizing your workspace
Tools panel chart
The selection tools
Basic shapes (up/down arrows)
Basic shapes (creating with measurements, fill, stroke
Basic shapes (with shortcuts)
Transformation tools (and transform again command)
Distributing objects
If you want: Cute animal icons from basic shapes

Create a picture in Illustrator identical to this House
Submit the Illustrator file into your drop box


1. Illustrator tools and techniques explanation
Anchor points and paths in Illustrator
Direct selection tool
Layers and groups
Blend tool
Saving for web

Adobe Illustrator

Anchor points and paths in Illustrator
Layers and groups
How to Use The Layers Panel in Adobe Illustrator
Blend tool 1
Blend tool 2
Blend tool 3

Don’t forget to Object >Expend when needed
Pathfinder for Beginners
Pathfinder Intermediate and useful
Selecting colors (do not click on the links under "See also")
How to apply color to artwork
Gradients in Illustrator
Gradients (advanced)

To save the file as jpg:
1. File>Export>Save for Web
2. There should be the name of your original file at the right
3. Under the name, select JPEG (among GIF, JPEG and PNG options)
Do not change other options
4. Click Save button at the right down
5. You will get a dialog box; choose the destination, and click Save button (you can also rename your file there if needed)

Click RESOURSES button for more tutorials

1. Watch this tutorial: Pathfinder - Linking Rings
Create 3 - 5 linked rings in Illustrator
2. Watch this tutorial: Draw simple shapes
Create a similar robot
Submit both Illustrator files into your drop box


Guys, don't forget to say "Happy March 8" to our girls.
March 8, International Women's Day is observed to celebrate the social, economic, cultural, political achievements of women and celebrate the spirit of womanhood.

1. Elements of Art in a Painting
1. Adriana
2. Ishaat

2. Work on the Abstract Portrait project:
- Make several roughs with pencil in your sketchbook, concentrate on lines, shapes and composition.
- Speak with your partner, discussing and choosing one rough
- Redraw a chosen rough into the Bristol pad.
- Apply paints

Abstract Portrait

- Finish your project
- Take a good photo of your work (or scan it)
- Upload your work on the OpenLab:
- Write one paragraph about the portrait under the work:
How your choice of lines, shapes, colors etc. helped to express your specific interpretation of the personality of your partner? Why did you choose these particular art elements working on the portrait of your partner?

Note: this time I will put a preliminary grade on the Open Lab


1. Elements of Art in a Painting
1. Haowei
2. Steven
3. Ahjane

2. Questions about the class site:
You can answer in class, or you can post your answers and/or comments on the discussion panel (category Discussion)
- Any problems navigating this site?
- Do you understand the grading system?
- Are you aware of project rubric?
- Any suggestions about the site structure?
- We are going to switch to computer programs soon. Would you have difficulties to follow my software explanation practicing on Adobe pragmas at the same time?

3. Color Systems: Artist (paint), Additive (light) and Subtractive (printer ink)
Question about artist subtractive system:
Working with pigments, what color is produced by mixing two complimentary colors or 3 primary colors?

- Isaac Newton, Light Spectrum
- Why glass prisms bend and separate light
- RGB vs. CMYK
- Subtructive system, what is it?
- Computer color pallet

4. Work on the Abstract Portrait project:
Assuming that the portrait is uploaded on the Open Lab and one paragraph description is written (because it was the homework for today), write comments for your classmates’ works there.
If somebody did not upload the portrait with description yet, do that ASAP

Finishing Abstract Portrait project

After your peers and my comments on the Open Lab (and a preliminary grade there), improve/redo the portrait, take a good photo (or scan), and submit it into the dropbox for the FINAL grade

Additive Vs Subtractive Color Theory

Article Color Systems
Color deception
Additive Vs Subtractive Color Theory
Magenta Is All In Your Head Magenta is not adjacent, not spectrum
CMYK (explanation of subtractive process)
In addition:
The Science of Rainbows
Color Mixing: The Mystery of Magenta


1. Elements of Art in a Painting
1. Ahjane
2. Harry

2. Choosing a partner

3. Color
Video Beginning Graphic Design: Color
Video Exploring the psychology of color

4. Practice: mixing colors

Study colors

Color theory

Color wheel
How to Use Color - Color Basics (do not pay attention that it was done on the computer)
Color groups
The Effect of Color

Practice: mixing colors

Finish both graphs. If you have problems, do it again
Take a good photo of each graph and submit them in the drobox
This Practice part worth 10% of the next project

Positive/Negative comp

1. Finish working on the Positive/Negative comp. It has to be done neatly and professionally.
2. Take a good photo (or scan it) and submit the Positive/Negative comp into the dropbox for the FINAL grade


1. Quiz 3

2. Elements of Art in a Painting
1. Selene
2. Adriene
3. Ahjane

Details are in the project text
Due dates:
1. 3/8: Thumbs
2. 3/10: Roughs (OpenLab submission for the preliminary grade)
3. 3/15: Comp (Dropbox submission for the FINAL grade)
Grading score
Practical part: mixing colors: 10
Creativity, uniqueness: 40
Skillful working with paint: 40
Professional photo submission: 10
Total: 100 points

Picasso, portrait of Francoise Gilot, Woman-Flower

Video Abstract portraits using elements of art (lines)
Video Abstract Portraits inspired by Picasso

Portrait of me by my student Pedro Valentino, when I was explaining in class about Art styles
Students works

Subtractive color theory for artists – to help you successfully work on the Abstract Portrait project

Color Harmony - 10 Minutes to Better Painting - using only one-two colors to be fully saturated
Basic color theory
Beginners guide for color theory (5:30 - meaning of color)


1. Class matherials, project text (read it several times not to miss any detail)
2. Article Abstract Portraits

Abstract Portrait

Read carefully the project text; explore the images of abstract portraits, think about your partner, read her/his introduction on the Open Lab, look at the photo, make some thumbnails in your sketchbook (for yourself) … basically, try to come with some ideas.


1. Quiz 2

2. Elements of Art in a Painting
1. Abenezer
2. Soufiane

3. Independent work:
- Peer critiques on the Open Lab
- Finishing the Value Design Project for the preliminary grade and uploading it to the dropbox
(Watch tutorials and look at more good examples)
- Work on the Positive/Negative project for the preliminary grade

Value Design Project

Finish the Value Design Project and submit it to the dropbox for the final grade

Again, the rules are
- There should be interconnections and intersections of the shapes
- Connected shapes (sections) have to have visible value contrasts (no light next to light or dark next to dark)
- Lines should not be visible, the difference between adjacent shapes creates only with values
- Each shape (section) has to have smooth value gradation from dark to light. If you over-dark some part, carefully tap your kneaded eraser there, removing extra graffiti
- You can carefully use blending stumps if you want. You can buy them or make yourself
- The design has to be clean. Keep a piece of clean paper under your working hand to prepare the work from smudging and your hand from becoming dirty.
- Don’t forget about margins, use the removal tape if needed.

Positive/Negative project

Work on the Positive/Negative project and submit it to the dropbox for my comments and the preliminary grade



1. Guest Speaker

2. Elements of Art in a Painting
Presenter: Abenezer

3. Independent work:
- Finishing the Value Design Project for the final grade and uploading it to the dropbox
- Working on the Positive/Negative project for the preliminary grade and uploading it to the dropbox

Positive/Negative project

After my comments in the dropbox and a preliminary grade, work on the Positive/Negative project and submit it to the dropbox for the final grade


Preparation for the painting exercise (color mixing practice)

1. With a pencil, a ruler and a compass, make two graphs (each one on the separate page of your Bristol paper) using the indicated measurements. Do not write anything on the graphs. Do not work with colors yet, we will do it together in class.
Graph 1
Graph 2
Note: you can protect the areas that will not be painted with a drafting or removable tape
Video How to divide a circle on 12 equal parts (6 min)
Note: In your case the measurements will be slightly different (as indicated on the graph) because your Bristol paper is 9x12 inches, but I work with 8.5x11 inches paper

2. Prepare for the next class::
- Your graphs
- Pallet paper or any pallet (or old plate) to mix colors
- Acrylic paints and brushes
- Cotton rags (or paper towels) to wipe brushes
- A plastic container for water
You have to sit at the table; take care of good lighting


1. Important reminder: Grading rules; checking your emails
Your grades depend on these rules

2.Elements of Art in a Painting
1. Joseth
2. Soufiane

3. Design element Space
The Element of Design Space refers to the area that a shape or form occupies - area within, around, above or below an object or objects.
Space 3-D, white, positive/negative

Positive/negative space
We can consider any design is a set of spaces. Space can be defined as positive or negative.
Positive space is the main area - the object(s) or element(s) in the design.
Negative space is the space around that area.
Negative space also known as background, or white space

Short videos:
Positive and Negative Space 1
Positive and Negative Space 2

Negative/white space is important:
- It contains the design
- It avoids visual clutter, looks “clean”
- It helps to focus the viewer on something specific
- Necessity in typography, logos, everywhere

Video Negative Space in Logo Designs (2 min)

Gestalt Principles of Perception - Figure/ground relationships
What is Gestalt psychology in general?
The term Gestalt means "unified whole". Gestalt theory is defined as an organized whole that is perceived different than the sum of its parts. This refers to the way in which humans, when looking at a group of objects, will see the whole before we see the individual parts.
Figure-Ground approach uses positive/negative shapes
Example of using Figure-Ground approach for editorial illustration
Poster example
Poster example 2
Reversal negative space example 1
Reversal negative space example 2
Some more examples:
Dog, Bear, Scull, Face, People, Utensils, M.C. Escher

Due for peer critiques is 2/22; Open Lab uploading
Due for the preliminary grade and my comments is 2/24; Dropbox submission
Due for the final grade is 3/1; Dropbox submission


Positive and negative space
- Positive and negative space in art, design, photography, etc.
- Negative Space Defined
- Figure-Ground Perception in Psychology
- Video Composition - Negative and Positive Space

Abstarct Value Design, finishing

After peers and my discussion on the open lab (design mostly), crate the final comp and put it into the dropbox for grading
When grading this project I will concentrate on the design creativity, shading techniques and accuracy

Very good video tutorials on shading:  

Shattered Gradual Value Scale Abstract Drawing

Value scale non objective drawing

YouTube Home 7 Abstract Value Drawing I do not understand Chinese, but it’s not necessarily, it is all clear without words.

Exercise With Shading

Positive/Negative Design

Create 4 different Thumbnail skethes; upload them to the OpenLab for the critiques
This tutorial might help you: Positive and Negative spaces

Quiz 2

Please be prepared for the quiz 2: questions about space art element, figure/ground, Gestalt, and some simpler ones


1. Video (3 min) Herb Lubalin on the design of PBS logo Example of how designers (you) have to redo the work multiple times

2. Creative Design Process (double diamond)
This is a diagram that approximately visualizes the creative process from the beginning to the end
It is divided into four phases: Discover, Define, Develop, Deliver

Discover – research, (speak with the client), ask questions, state the problem
Define – define the solution for the problem, the right direction.
Develop – generate the concept for the solution, develop design
Deliver – project implementation and submission to the client

From the interview with Tang Yau Hoong
QUESTION: Can you share us your creative process? From where did you start?
TANG: There is nothing secret. Basically, I do a lot of thinking, sketching and brainstorming to get new ideas. To me, a good idea is the result of evolution.
… I do a lot of roughs on paper and if I am lucky, the idea will evolve into something I like.
… I find inspirations from various artists and designers. Rene Magritte, Shigeo Fukuda, Saul Bass, Christoph Niemann, Banksy, Michel Gondry, Rinko Kawauchi and many more.

Video: Christoph Niemann Making art with everyday objects

3. Continue working on your project roughs; upload them to the Open Lab; comment on your peer works there


1. How to think creatively using the double diamond framework

2. A short interview with Tang Yau Hoong and some examples of his work
3. Video: More works by Christoph Niemann


1. Work and finish Phase 3 - create a comp.
2. Make a photo of your comp and upload it to the dropbox folder for a preliminary grade.
Note: Click on the RESOURCES button to find the information on how to take a professional photo

Be prepared for the first quiz

The quiz will start at the beginning of the class (on the OpenLab site)
10 questions – 10 minutes
Subjects – all covered materials (class work, homework)


1. Quiz 1

2. Project 2, ABSTRACT VALUE DESIGN, working with shapes and values
Due for peer critiques is 2/17; Open Lab uploading
Due for the preliminary grade grade and my comments in dropbox is 2/22; Dropbox submission

Due for the final grade is 2/24; Dropbox submission

Grading score:
10 points – Roughs quality on the OpenLab (2/17)
30 points - Design creativity (2/22)
30 points - Shading techniques (2/24)
20 points - Accuracy (2/24)
10 points - Presentation (submission) (2/24)
100 points total

3. Exercise in class:
1. Choose one (or several) example(s) of the designs
Example 1
Example 2
Example 3
2. In your sketchbook, create a square approximately 4x4 inches.
3. Create a design of your chosen example with a hard pencil
4. Smoothly shade your work using different soft pencils
- If you chose a circle design, you need to use a compass
- If you over-dark some part, carefully tap your kneaded eraser there, removing extra graffiti
- Keep a piece of clean paper under your working hand to prepare the work from smudging and your hand from becoming dirty.

You do not have classes Monday, February 15


Pablo Picasso's Cubism

Abstarct Value Design

Practice more before starting working on the project

How to shade:
Video: Start Drawing: Outlines, Edges, Shading

Pencils for working
Graphite Grading Scale

1. Read carefully project instructions
2. Finish your project for peer critiques and a preliminary grade (concentrate on design mostly)
3. Take a good photo or scan it (if you have a scanner) and upload to the Open Lab

This tutorial might help you
The only caveat here is visible lines; you can avoid this problem by making the preliminary lines as thin as possible.



1. Syllabus, class rules, grading system, this site structure overview

2. Graphic Design elements - essential visual building blocks:
Line, shape, texture, color, value, space, scale, size
Video The Elements of Art

Lines vary in width (weight), length, and direction. They can be geometric or organic. Most often, lines define the edges of a shape. For example, a curvy line has the ability to suggest comfort and ease, whereas a jagged one can evoke anxiety and commotion.

Shapes are typically two-dimensional, meaning they only have length and width. They are defined as geometric (square, oval, triangular, etc.) or organic (freehand).
Skillful artists can create an illusion of form working with shapes with Trompe-l’œil technique
Trompe-l'œil is an art technique that uses realistic imagery to create the optical illusion that the depicted objects exist in three dimensions.
"Quetzalcoatl" by John Pugh
Escaping Criticism (1874) By Pere Borrell del Caso

Form is a three-dimensional object with volume of height, width and depth. These objects include cubes, spheres, cylinders, etc. They can be geometrical or organic. Form is often used when referring to physical works of art, like sculptures.

Color, chrome (from Ancient Greek χρῶμα (khrôma, “color”)
Color is a huge subject. Shortly, main characteristics (or attributes) of color are:

- value (spectrum of light and dark),

- intensity or saturation (spectrum of bright and dull),

- temperature (warm, cold)

Color attributes

Value (chromatic or achromatic)
Value refers to the amount of lightness and darkness within an image. The difference in values is often called contrast, and references the lightest (white) and darkest (black) tones of a work of art, with an infinite number of grey variants in between.
Value scale from 0 to 10
Design with values, geometric
Design with values, organic

Texture in art appeals to our sense of touch, the main two forms are actual and visual.
Actual, or physical texture, refers to the real tactical properties of an object; paper also can have texture. Visual texture is the illusion of texture, created by other design elements
Wood surface visual texture
Jan Bruegel the Younger (Flemish, 1601-1678)
Very impressive with Trompe l'oeil technique:
Jean-Etienne Liotard, Trompe l'oeil with Two Bas-reliefs and Two Drawings, 1771.

In art and design, space refers to how a piece of artwork is organized – the area above, below, and within components of a piece. Space also deals with the illusion of depth on a flat surface.
Space can be positive or negative and the relationship between the two is very important (we will study it later)

Size, Scale, Proportions
- Size is a physical measurements of an object.
- Scale refers to the size of an object in relationship to another object.
- Proportion refers to the relative size of parts of a whole (elements within an object). For example, we often think of proportions in terms of size relationships within the human body.

Golden ratio
The ideal proportion in architecture (and furniture, and art, and music, and mathematics, and design, etc.) is considered to be the golden ratio, or the golden section, first described by ancient Greek mathematicians such as Euclid and Pythagoras, but also observable in nature. It has an ability to achieve a perfect aesthetic composition.
The ratio = 1.618, which is derived from the equation (a+b)/a = a/b = 1.618
The Parthenon, a former temple on the Athenian Acropolis dedicated to the goddess Athena, Greece, 438 BC

Video Summary: The Elements of Art

3. Elements of Art, examples discussion
Leonardo da Vinci
Rene Magritte
Johannes Vermeer

1. Housekeeping

1. First, accept the dropbox invites, and make a dropbox account. It is important for your work submission and its grading
2. Create an open Lab account: How to create it
3. Join our course: How to join

2. Study

Video The Elements of Art
Read The Elements of Art
Read The Basics Graphic Design: The Elements (till the part: The Basics of Graphic Design: Principles)
Video Graphic Design I - Elements of Design
Video Design Elements Line, Shape, & Form
Video Real vs. implied form (trompe l'oeil)
Trompe L'oeil pronunciation

Just watch and enjoy:

Ttrompe-loeil Murals
If you curious how to make a Trompe-l'œil drawing (plenty more on youtube)

3. Buy your supplies

Please click on the SYLLABUS button to see the supplies there



1. Importance of sketchbook for designers
- It is your personal space, you can do whatever you want within those pages, no client expectations.
- You can keep a collection of visuals that inspire you
- Helps with your creativity: the more you fill the pages of your sketchbook and flex your creativity muscles, the easier your ideas and imagination will flow.
- It is a great way to keep my drawing skills sharp
- Working on sketches strengthens your focus and strategic thinking.
And much more
Video Importance of sketchbook for designers

2. Thumbnail sketching is a vital step in the creative process, which is especially true in graphic design. Thumbnailing is a necessity that you cannot ignore; every design project starts with this step that:
- Expresses your ideas
- Allows quick iteration over unique ideas
- Forces you to think about what you’re creating
- Gives freedom to design without worrying about technique
- Helps you to avoid artist block
- Saves you a lot of time later
Thumbnail sketching, example 1
Thumbnail sketching, example 2
Video Thumbnail sketching (2 min)

3. OpenLab short overview and practice
- Working on the introductions
- Posting on Discussion board
- Trying Project Critiques

4. What is creativity?
One example of creativity

Making this project, you will work with the elements of art: line, shape, form, value, color, size and (funny) scale and proportions, space.

- Phase one: research, brainstorm, multiple thumbnail sketches in your sketchbook
- Phase two: 2 roughs - refined, accurate sketches, 9x12 inches in your sketchbook, with the real object
- Phase tree: comp - accurate finished and polished work in your Bristol pad, of course with the real object

Project score:
Components | Max points
Roughs quality: 20 points
Creativity, uniqueness: 30 points
Skillful implementation of the comp: 30 points
Professional photo submission: 20 points
Total: 100 points

Example of thumbnail, rough, comp.
Several students’ roughs and comps examples


Help for posting on the Open Lab:
Writing a post, adding a link, adding images and other media, and other information

1. Finish your introduction, if you did not finish it in class
2. Comment on your peer's roughs when they upload them (Project Critiques, Project 1)
How to comment:
Write around one paragraph about the project quality, for example: how a student followed directions from the project description, how design rules are implemented, what is good and what should be corrected, how the work is done technically – skills, how original and creative the work is, etc.
Especially valuable is your suggestion about how to make the work better.


1. Go over materials covered in class
2. Read more about thumbnails
3. Sketchbooks
- Inside the sketchbook – working with logos
- 16 Famous Designers Show Us Their Favorite Notebooks


1. Work and finish Phase 1 and Phase 2
2. Make photos of your roughs and upload them to Open Lab, Project Critiques, Project 1.
Note: Click on the RESOURCES button to find the information on how to take a professional photo
It would be a good idea to finish and upload the photos earlier, so your classmates would have time for commenting