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MULTIMEDIA SECTION

 BTEC First Diploma in Art and Design (Multimedia Pathway)
 Assessment Instrument – David Carson Biennial Poster


 Date of Issue: 21st September 2010           Interim Deadline: 20th October 2010
                                              Submission Deadline: 24th November 2010
                                              Evaluation 30th November 2010


 Assessor: A Bowman                           Internal Verifier: Hamish McDonald



 Units/elements covered by this brief:
 Unit 07: Working with Graphic Design Briefs


 To achieve this unit a learner must:
 1 Be able to use appropriate graphics materials, equipment and techniques
 2 Be able to meet the constraints of a pre-defined graphic design brief
 3 Be able to develop ideas and produce a final product in response to a pre-defined
   graphic design brief
 4 Understand the successful characteristics and quality of graphic design work.


 CREATIVE CHALLENGE/TASK

 The key challenge is to work with the techniques graphic designers use to create dynamic
 and innovative work and communicate messages or information in response to a brief.

 The key challenge of this brief is Produce a set of rough designs for a Biennial Poster in the
 style of David Carson. Researching visual and other information can be recorded from
 primary source through drawing, painting, photography, and from objects, places, people,
 galleries, exhibitions and museums, and secondary sources through digital technology,
 paper-based and online images, commercial books, magazines and online advertising.
 You will start with a project proposal, analyse the brief; write it in your own words to define
 what you will need to successfully complete the assignment, make a schedule of when each
 deadline will be met for all your deliverables. Develop ideas: ‘thinking on paper’ collecting
 relevant materials, apply research to generate early ideas, then review and develop ideas
 that seem to ‘work’ as an answer to brief. Show how work progressed from initial research
 and ideas through to chosen ideas, selecting specialist techniques that are appropriate for
 work and the presentation of the final piece.

This is an assignment that a Graphic Designer would undertake as part of their job
role within an advertisement company.

 CREATIVE REQUIREMENTS
 Your work can be as broad as you think fits with your poster. You need to think about all or
 some of the elements below:

    •   Poster design
    •   David Carson’s Style
    •   Biennial Artists and their work
    •   How the information can be visualised on a poster
    •   How you can develop your ideas using text, font or visual elements. Colours,
        materials or photography
    •   Typography
DELIVERABLES

   •   Your completed work should be an A3 Poster advertising the Biennial using the style
       of David Carson, saved as both an Illustrator Document (AI) and a PDF) for printing.
       You should also produce a folder containing ideas ‘work in progress, screenshots and
       online research, which will show how your ideas were realised and developed,
       handed in on a CD-ROM. (Unit 7: P2, P3, P4, M2, M3, M4, D2, D3 and D4).

   •   An A3 Pad of thought pooling, planning, research, rough layouts, both colour and
       material theory to enhance presentation and a final design layout. (Unit 7: P1, P2, P4,
       M1, M2, M4, D1, D2 and D4). This work must be annotated throughout not just writing
       what things are but why you have chose them and what you like about them.

   •   A mood board of David Carson’s work to illustrate visually the direction of style which
       you are pursuing, including his name, his career, quotes by and about him and visual
       elements from what you consider is his best work in a collage format. (Unit 7: P1, P2,
       P4, M1, M2, M4, D1, D2 and D4).

   •   A proposal and evaluation of your work, including:

A proposal with details of what your aims and objectives you intend to produce, with time
allocation and a description of how you will achieve them. Any problems and/or difficulties
you encountered and how they were resolved. A short analysis of the successes and failures,
together with a brief outline of you have experienced and learned. Explain strengths and
weaknesses of work: what sources have been used and why; which ideas were successful
and which were rejected and why; what went well and what went badly in the work; what are
the strengths and weaknesses in the final outcome and how could the work be improved.
Finally an analysis of what you did and you achieved it, with appropriate subject knowledge of
software used and screenshots of the process undertaken. (Unit 7: P5, M5 and D5).

Some of your work can be used towards (Unit 1: P1, P2 and P3)

 Suggested Reading:
 Textbooks:
 Pipes A – Production for Graphic Designers (Laurence King, 1997)
 Poynter R and Booth-Clibborn E – Typography Now (Internos Books, 1991)
 Scharf A – Art and Photography (Pelican, 1979)
 Sontag S – On Photography (Penguin, 1978)
 Carson D, The End of Print, Laurence King Publishing. 1994
 Carson, David (1995). The End of Print: The Graphic Design of David Carson. Chronicle
 Books.
 Carson, David (1997). David Carson: 2nd Sight: Grafik Design After the End of Print.
 Universe Publishing.
 Meggs, Phillip B.; David Carson (1999). Fotografiks: An Equilibrium Between Photography
 and Design Through Graphic Expression That Evolves from Content. Laurence King.
 ISBN 1856691713.
 Stecyk, Craig; David Carson (2002). Surf Culture: The Art History of Surfing. Laguna Art
 Museum in association with Gingko Press. ISBN 1584231130.
 Mcluhan, Marshall; David Carson, Eric McLuhan, Terrance Gordon (2003). The Book of
 Probes. Gingko Press. ISBN 1584230568.
 Carson, David (2004). Trek: David Carson, Recent Werk. Gingko Press.
 Mayne, Thom; David Carson (2005). Ortlos: Architecture of the Networks. Hatje Cantz
 Publishers.

 Websites:
 www.biennial.com/
 www.independentsbiennial.org/
 www.tate.org.uk/liverpool/exhibitions/Biennial2010/default.shtm
 www.davidcarsondesign.com/
 www.adobe.com/ap/web/features/carson/index.html
 www.gingkopress.com/08-pho/fotografiks__gra.html
 www.davidcarsondesign.com/?dcdc=top/t
Grading criteria for unit 07

 P1 use materials, equipment        M1 explore materials and          D1 integrate materials and
 and techniques safely              Techniques effectively            techniques creatively and
                                                                      independently
 P2 use graphic design              M2 explore graphic design
 processes                          processes effectively             D2 integrate graphic design
                                                                      techniques and processes
 P3 research and record primary     M3 conduct competent              creatively and independently
 and secondary sources in           research and record
 response to a pre-defined brief    appropriate visual and other      D3 conduct independent
                                    information from primary and      research and record
 P4 produce developmental work      secondary sources in response     appropriate visual and other
 and a final product in response    to a pre- defined brief           information from primary and
 to a brief                                                           secondary sources
                                    M4 produce effective and
 P5 discuss successful graphic      varied developmental work and     D4 produce imaginative and
 design work.                       a final product to meet a brief   varied developmental work
                                                                      and final product to meet a brief
                                    M5 compare and contrast
                                    experimental, development         D5 evaluate experimental,
                                    and final creative works.         development and final creative
                                                                      works.




Please Note: All work should be completed and handed in to the assessor on or before the deadline shown.


Assessor’s Signatures……………………………………………………………Date……………

This brief has been checked prior to being issued to students:

Internal Verifier’s Signature………………………………………………………Date……………

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Unit 7(2010)

  • 1. MULTIMEDIA SECTION BTEC First Diploma in Art and Design (Multimedia Pathway) Assessment Instrument – David Carson Biennial Poster Date of Issue: 21st September 2010 Interim Deadline: 20th October 2010 Submission Deadline: 24th November 2010 Evaluation 30th November 2010 Assessor: A Bowman Internal Verifier: Hamish McDonald Units/elements covered by this brief: Unit 07: Working with Graphic Design Briefs To achieve this unit a learner must: 1 Be able to use appropriate graphics materials, equipment and techniques 2 Be able to meet the constraints of a pre-defined graphic design brief 3 Be able to develop ideas and produce a final product in response to a pre-defined graphic design brief 4 Understand the successful characteristics and quality of graphic design work. CREATIVE CHALLENGE/TASK The key challenge is to work with the techniques graphic designers use to create dynamic and innovative work and communicate messages or information in response to a brief. The key challenge of this brief is Produce a set of rough designs for a Biennial Poster in the style of David Carson. Researching visual and other information can be recorded from primary source through drawing, painting, photography, and from objects, places, people, galleries, exhibitions and museums, and secondary sources through digital technology, paper-based and online images, commercial books, magazines and online advertising. You will start with a project proposal, analyse the brief; write it in your own words to define what you will need to successfully complete the assignment, make a schedule of when each deadline will be met for all your deliverables. Develop ideas: ‘thinking on paper’ collecting relevant materials, apply research to generate early ideas, then review and develop ideas that seem to ‘work’ as an answer to brief. Show how work progressed from initial research and ideas through to chosen ideas, selecting specialist techniques that are appropriate for work and the presentation of the final piece. This is an assignment that a Graphic Designer would undertake as part of their job role within an advertisement company. CREATIVE REQUIREMENTS Your work can be as broad as you think fits with your poster. You need to think about all or some of the elements below: • Poster design • David Carson’s Style • Biennial Artists and their work • How the information can be visualised on a poster • How you can develop your ideas using text, font or visual elements. Colours, materials or photography • Typography
  • 2. DELIVERABLES • Your completed work should be an A3 Poster advertising the Biennial using the style of David Carson, saved as both an Illustrator Document (AI) and a PDF) for printing. You should also produce a folder containing ideas ‘work in progress, screenshots and online research, which will show how your ideas were realised and developed, handed in on a CD-ROM. (Unit 7: P2, P3, P4, M2, M3, M4, D2, D3 and D4). • An A3 Pad of thought pooling, planning, research, rough layouts, both colour and material theory to enhance presentation and a final design layout. (Unit 7: P1, P2, P4, M1, M2, M4, D1, D2 and D4). This work must be annotated throughout not just writing what things are but why you have chose them and what you like about them. • A mood board of David Carson’s work to illustrate visually the direction of style which you are pursuing, including his name, his career, quotes by and about him and visual elements from what you consider is his best work in a collage format. (Unit 7: P1, P2, P4, M1, M2, M4, D1, D2 and D4). • A proposal and evaluation of your work, including: A proposal with details of what your aims and objectives you intend to produce, with time allocation and a description of how you will achieve them. Any problems and/or difficulties you encountered and how they were resolved. A short analysis of the successes and failures, together with a brief outline of you have experienced and learned. Explain strengths and weaknesses of work: what sources have been used and why; which ideas were successful and which were rejected and why; what went well and what went badly in the work; what are the strengths and weaknesses in the final outcome and how could the work be improved. Finally an analysis of what you did and you achieved it, with appropriate subject knowledge of software used and screenshots of the process undertaken. (Unit 7: P5, M5 and D5). Some of your work can be used towards (Unit 1: P1, P2 and P3) Suggested Reading: Textbooks: Pipes A – Production for Graphic Designers (Laurence King, 1997) Poynter R and Booth-Clibborn E – Typography Now (Internos Books, 1991) Scharf A – Art and Photography (Pelican, 1979) Sontag S – On Photography (Penguin, 1978) Carson D, The End of Print, Laurence King Publishing. 1994 Carson, David (1995). The End of Print: The Graphic Design of David Carson. Chronicle Books. Carson, David (1997). David Carson: 2nd Sight: Grafik Design After the End of Print. Universe Publishing. Meggs, Phillip B.; David Carson (1999). Fotografiks: An Equilibrium Between Photography and Design Through Graphic Expression That Evolves from Content. Laurence King. ISBN 1856691713. Stecyk, Craig; David Carson (2002). Surf Culture: The Art History of Surfing. Laguna Art Museum in association with Gingko Press. ISBN 1584231130. Mcluhan, Marshall; David Carson, Eric McLuhan, Terrance Gordon (2003). The Book of Probes. Gingko Press. ISBN 1584230568. Carson, David (2004). Trek: David Carson, Recent Werk. Gingko Press. Mayne, Thom; David Carson (2005). Ortlos: Architecture of the Networks. Hatje Cantz Publishers. Websites: www.biennial.com/ www.independentsbiennial.org/ www.tate.org.uk/liverpool/exhibitions/Biennial2010/default.shtm www.davidcarsondesign.com/ www.adobe.com/ap/web/features/carson/index.html www.gingkopress.com/08-pho/fotografiks__gra.html www.davidcarsondesign.com/?dcdc=top/t
  • 3. Grading criteria for unit 07 P1 use materials, equipment M1 explore materials and D1 integrate materials and and techniques safely Techniques effectively techniques creatively and independently P2 use graphic design M2 explore graphic design processes processes effectively D2 integrate graphic design techniques and processes P3 research and record primary M3 conduct competent creatively and independently and secondary sources in research and record response to a pre-defined brief appropriate visual and other D3 conduct independent information from primary and research and record P4 produce developmental work secondary sources in response appropriate visual and other and a final product in response to a pre- defined brief information from primary and to a brief secondary sources M4 produce effective and P5 discuss successful graphic varied developmental work and D4 produce imaginative and design work. a final product to meet a brief varied developmental work and final product to meet a brief M5 compare and contrast experimental, development D5 evaluate experimental, and final creative works. development and final creative works. Please Note: All work should be completed and handed in to the assessor on or before the deadline shown. Assessor’s Signatures……………………………………………………………Date…………… This brief has been checked prior to being issued to students: Internal Verifier’s Signature………………………………………………………Date……………