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Team project Brand Design from Simple Geometric Shapes
Extra project, last tutorial
Be prepared for the final test
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
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)
Example: the headline, subheading and body copy
Business cards (typographic hierarchy + proximity)
2. WORKING ON THE BRAND VISUAL IDENTITY
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
Team project BRAND DESIGN FROM SIMPLE GEOMETRIC SHAPES
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
2. Team project BRAND DESIGN FROM SIMPLE GEOMETRIC SHAPES
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
Discuss and start working on 3-4 professional sketches for the illustration
(vertical or horizontal layout.)
3 different illustrations in the same style
Lion (not finished)
Bear and penguin (not finished)
Surroundings for illustrations
Pet shop complicated
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
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)
Extra Project (continuation)
1. Graphic Design Principles in Practice - Poster
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:
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 editorial design
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
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.
Project: Design with Lines and Shapes
Study what a brand is
1. Video What is a brand?
2. Study class materials
1. Graphic Design Principles in Practice - Poster
2. Team project BRAND VISUAL IDENTITY DESIGN FROM SIMPLE GEOMETRIC SHAPES (the last project, 20% of the final grade)
- 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)
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
Lines and shapes in practice
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
1969 Inflatable Sculptures poster
Example in combination with photo
XOCLAD a high-end pastry and confectionery shop located in the Mayan Riviera. Dersign communicates strong Mayan culture
The City of Melbourne
Study Design Pronciples
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)
- Video: Should You Become a Graphic Designer?
- Videos: Principles of Design (with examples):
- Read the project text if needed
- Adobe Illustrator work:
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
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)
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
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
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)
Finishing Abstract Portrait project
Additive Vs Subtractive Color Theory
How to Use Color - Color Basics (do not pay attention that it was done on the computer)
The Effect of Color
Practice: mixing colors
Picasso, portrait of Francoise Gilot, Woman-Flower
Video Abstract portraits using elements of art (lines)
Video Abstract Portraits inspired by Picasso
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)
Value Design Project
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.
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
Abstarct Value Design, finishing
Very good video tutorials on shading:
Shattered Gradual Value Scale Abstract Drawing
Value scale non objective drawing
Abstract Value Drawing I do not understand Chinese, but it’s not necessarily, it is all clear without words.
Exercise With Shading
1. How to think creatively using the double diamond framework
ILLUSTRATION WITH EVERYDAY OBJECT
Be prepared for the first quiz
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
3. Exercise in class:
1. Choose one (or several) example(s) of the designs
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.
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)
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.
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
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:
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. 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.
ILLUSTRATION WITH EVERYDAY OBJECTS