ART 352A : Graphic Design II : Winter 2016

Instructor: Prof. Alyssa Lang

Tu/Th 8:00 am to 10:50 am, 31008
Email: aclang@cpp.edu

Office: 31425, 909.869.6734, Dept. Phone: 909.869.3508

Office Hours: Tu 11:00 am to 12:30 pm; Th 11:00 am to 11:30 am
Email Hours: Monday 8:00 am to 10:00 am

COURSE DESCRIPTION
Three units. Continued study of visual communications with emphasis on complex problem solving within the
context of identity systems. 6 hours activity. May be repeated once for credit. Prerequisites: Minimum grade of
C- (1.7): ART 251A (Type I), ART 252A (Graphic Design I), ART 253A (Design and Color Theory), ART 254A (Type
II), ART 255A (Digital Image Design), and ART 351A (Graphic Media and Production).

COURSE OBJECTIVES
Conduct general research for complex visual problems through the students abilities to critically think and
generate conceptual paradigms (frameworks).
Retain the ability to conceptualize complex type and image solutions through a metaphorical thinking process.
Demonstrate a solid understanding of image and symbols in the graphic interpretation of information to evoke
attitude and response.
Understand the relationship of form and content in the construction of meaning.
Retain the ability to translate basic conceptual and two-dimensional design principles though methodology
and processes. This encompasses the manipulation/analysis of visual systems, a thorough understanding of
type and image relationships, and experiencing image creation techniques.
Demonstrate the ability to control basic grid systems as a means of organizing information and establishing
typographic hierarchy.
Retain the ability to develop complex comprehensives within visual communications.
Develop polished presentation skills, both visually and verbally.

REQUIRED TEXT
Designing Brand Identity, 4th edition by Alina Wheeler (as of Jan. 2016, available via CPP Library as an eBook)

EVALUATION
Projects and grading in the course will consist of a Presentation (5%), Logo (20%), Stationery Set (10%), Brand Book
(20%), 3D, 4D, or 5D Extension Piece (20%),Standards + Guidelines Document (10%), Portfolio Page (5%), and
Process Work and Exercises (10%).
Grades are based upon the following criteria: 1. Quality of final work and creativity; 2. Craft; 3. Deadlines met in all
stages of projects from first sketches through finals.

GRAPHIC DESIGNER CODE OF CONDUCT (see separate handout for more details)
While in class, students are expected to behave and conduct themselves in a professional manner and follow all
College and University safety guidelines. It is expected that students will take notes and actively participate in all
critiques and lectures.
Work must be ready for view at the start of class, unless otherwise noted. Late assignments will be marked down
each day they are late. If you are absent, come to office hours so you dont get behind.
Due to the nature of logo design and series design, students are expected to continually revise and rework their projects
throughout the term until Finals. If you have been instructed to have your work printed for class, you must have your
work printed to participate in the critique. It is unacceptable to come to class without your homework assignment
completed for the day. Lack of work will be noted and will negatively affect your grade. Students should expect to
spend a minimum of twelve hours per week outside of class to complete assignments.

continued on reverse

ART DEPARTMENT EXPECTATIONS

In addition to the items below, detailed guidelines for the Art Departments expectations can be found in The Art
Department Advising Booklet.

GRADING STANDARDS
The grade of an A is given to those students whose work and work habits are exemplary. Excellent attendance
and participation are assumed, and work throughout the term is exceptional. Both visual projects and written
papers should be well conceived and go beyond simply fulfilling the requirements of an assignment.
The grade of a B is given to students whose work and work habits are above average. Very good attendance and
participation is expected. All work is complete and well conceived and fulfill the requirements of the assignment.
The grade of C is given to a student whose work and work habits are average. Attendance and participation
are at the acceptable level. All work should be on time and shows an effort to fulfill the assignment requirements.
The grade of D is given to students whose work and/or work habits are below average. Attendance and
participation is poor. Projects that are incomplete, handed in late, or do not fulfill the requirements of the
assignment will adversely affect your grade and can place you in this category.
Students with excessive absences, and inability to fulfill the requirements of the class will earn a failing grade.

ATTENDANCE
Students are responsible for all materials covered in class, and are required to attend all classes. Absences are
only to be excused with appropriate documentation from a physician or the Student Health Center and must be
presented at the class following the absence. Car trouble, traffic, appointments, etc. are unexcused absences and
will negatively affect your final grade. For each missed class the students final grade will drop one fraction of a
letter grade. For example, if your work is above average and earns you a B, that absence will cause that final
grade to drop to a B-. For every additional absence, the grade will continue to fall by the same fraction of a letter
grade. After three absences your grade is in serious jeopardy and may result in an F for the course.
Arrival after attendance is taken the student is counted as late. After 15 minutes, the student is counted as absent. Two
latenesses or early departures equal one absence. Please be in your seats at the start of class. Students are expected to
stay the duration of the class until dismissed. Leaving the classroom to answer cell phones, excessive bathroom and food
breaks, leaving to fill parking meters, etc. will not be tolerated and will in result in being marked absent for the day.
Please remember that missed assignments, demonstrations, lectures, and work time must be made-up and is the
students responsibility to do so. Do not expect a critique outside of class if you have not presented work in class.
Absence is not an excuse for missing work, readings, etc. Being unprepared in subsequent classes, and thus falling
behind, will only exacerbate the situation. Exchange phone and email info with two responsible classmates to find
out what you have missed.

EXTRA CREDIT
For students who attend AIGA Los Angeles events, extra credit will be offered. Take a photo that is evident you
were at the event (such as in front of the AIGA signage, with the event speaker/host, etc.) and email this to me. An
event earns 3 points towards your final grade, with a maximum of one event per course, per quarter (For example,
a B final grade would bump up to a B+ with one extra credit event).

SUPPLIES
Macintosh laptop with the Adobe Creative Suite/Creative Cloud, Adobe Font Folio Education Essentials 11 type
library, the ability to print frequently, and a device to back-up work.
X-acto knife, ruler, cutting mat, mounting boards, high-quality printing paper (such as Epson Presentation
Paper Matte), specialty printing and other papers, binding boards and materials, Studio-Tac/LetraTac or other
dry-mount adhesive (NO SPRAY MOUNT), Sharpies, and other supplies as needed.

Cal Poly Pomona Art Department Grading Standards

INDIVIDUAL PROJECTS

TOP LEVEL CRAFTSMANSHIP

use of materials
presentation
no areas for improvement

CREATIVE SOLUTION
extremely well thought out
extremely original/unusual
evidence of inventive problem solving
solution taken beyond parameters of the problem

QUARTER
c onsistent level of expert craftsmanship, use of
materials and presentation
s trong/consistent evidence of growth in creative
problem solving
n
 o weak projects
s trong class involvement
s elf-initiated involvement
a
 ll projects completed on time
9
 9% class attendance

COMPREHENSION
a firm understanding of concepts
ability to express and discuss concepts

EFFORT
evidence of a high degree of involvement
high degree of motivation

VERY GOOD CRAFTSMANSHIP

minor flaws or problems due to inexperience (not carelessness)
good presentation

CREATIVE SOLUTION
evidence of creative thinking with a high degree of effort applied to the
solution
an attempt to take the solution beyond the parameters of the problem

COMPREHENSION

c onsistent level of very good

craftsmanship
s ome projects excellent, some good
n
 o major problems
e vidence of good solutions some being excellent
n
 o weak solutions
g
 ood consistent class involvement
a
 ll projects completed on time
9
 9% class attendance

a good understanding of concepts

ability to express and discuss concepts

EFFORT
high degree of involvement

ACCEPTABLE CRAFTSMANSHIP
some problems, but still an overall solid presentation

CREATIVE SOLUTION
meets the parameters of the problem

COMPREHENSION
an overall grasp of concepts
some ability to express and discuss concepts
effort to try

b
 asically good craftsmanship
s ome weak areas
g
 ood solutions
i ttle or no evidence of growth in creative problem
solving
s ome weak solutions
a
 ll projects completed on time
9
 5% class attendance

EFFORT
good degree of involvement

ACCEPTABLE CRAFTSMANSHIP
some problems, but still an overall fair presentation

CREATIVE SOLUTION
meets almost all of the parameters of the problem

COMPREHENSION
an overall grasp of concepts
some ability to express and discuss concepts
effort to try

f air craftsmanship
s ome weak areas
f air solutions
l ittle or no evidence of growth in creative problem
solving
s ome weak solutions
a
 ll projects completed on time
9
 0% class attendance

EFFORT
fair degree of involvement

ACCEPTABLE CRAFTSMANSHIP
some problems, not a solid presentation

CREATIVE SOLUTION
meets almost all of the parameters of the problem

COMPREHENSION
an overall grasp of concepts
some ability to express and discuss concepts
effort to try

EFFORT
poor degree of involvement

p
 oor craftsmanship
s ome weak areas
p
 oor solutions
l ittle or no evidence of growth in creative problem
solving
s ome weak solutions
p
 rojects not completed on time
9
 0% class attendance or less

Cal Poly Pomona Art Department Image Use Policies

The university is committed to maintaining academic integrity throughout the university community. Academic dishonesty
is a serious offense that can diminish the quality of scholarship, the academic environment, the academic reputation, and
the quality of a Cal Poly Pomona degree. All forms of academic dishonesty at Cal Poly Pomona are a violation of university
policy and will be considered a serious offense. Academic dishonesty includes but is not limited to plagiarism, cheating, use of
unauthorized study aids, falsifying university documents, and any action that gains an unfair academic advantage. Refer to the
University Catalog for more information.
Consequences for academic dishonesty will include 1) referral of the student to Judicial Affairs and 2) failure of the project
where the plagiarism or improper image use has occurred.
Plagiarism is intentionally or knowingly presenting words, ideas, or work of others as ones own work. Plagiarism includes
copying homework, copying lab reports, copying computer programs, using a work or portion of a work written or created by
another but not crediting the source, using ones own work completed in a previous class for credit in another class without
permission, paraphrasing anothers work without giving credit, and borrowing or using ideas without giving credit.
The responsibility of all students is to be informed of what constitutes academic dishonesty and to follow the policy. A student
who is aware of another students academic dishonesty should report the instance to the instructor of the class, the test
administrator, or the head of the department within which the course is offered. Cal Poly Pomona students who come from
various international educational systems and wish to understand better the expectations of the American educational system
are encouraged to speak with an international student advisor in the International Center.

IMAGE USE, VERNACULAR, AND POLICIES

1. Students may not use Found Images in their student projects.
2. S
 tudents may use photographs from the Public Domain in student projects if such use is approved by their professor,
appropriate to the project, and they do not claim them as their own.
3. Students may not use Stock Images in their student projects with the following exceptions:

Students may use stock photos when working on historical projects (such as artists books or posters or historical
documentation (such as specific art/design periods and/or movements) if approved by their professor.

Students may use stock photos only in class exercises and demos if requested/approved by their instructor.

4. The art/design faculty do not allow the use of Clip Art in students projects.
5. The graphic design faculty do not support Infringement in any project.
6. S
 tudents may not draw from images that are not their own. All source images must be original unless your professor has
instructed you otherwise.

DEFINITIONS
Found Imagery refers to images that may be copyrighted and whose use is not for sale. Examples of found images are photos
and/or illustrations found in magazines, other designs, in books, and on the web.
Public Domain imagery refers to photos and images that are no longer held under copyright provisions, Examples of public
domain photographs can be found in libraries, museums, newspapers, etc. (New York Public Library, Library of Congress,
NASA, Getty)
Stock Photos & Images refer to images that are rights protected and/or royalty free. This means a designer/artist must
purchase permission to use them in a creation/design. Examples of stock imagery may be found in catalogs and on the web. Even
if you legitimately purchase stock photos, you are not to use them in your projects.
Clip Art is a collection of graphic elements and images that can be purchased for use in a design. Clip art generally excludes
photographs and fine art works. Even if you legitimately purchase clip art, you are not to use them in your projects.
Infringement is the unauthorized use of someone elses work. Modifying a work, say by cropping, coloring, distorting, enlarging,
etc., does not remove infringement. Creating a derivative work or any other form in which a work may be recast, transformed
or adapted is an infringement. The act of using Live Trace and other similar methods on images that are not your own is an
infringement.

Critique Guidelines

Also see Graphic Designer Code of Conduct handout

A very important part of the design education experience is active participation during critiques. Professional design environments require that designers have not only the ability to talk about their own work, but that they can act as part of a creative
team, give constructive feedback on other designers work, and help to educate the clients. Polished articulation skills are crucial
in each designers career.

HOW
1. Be concise: long story short. Get to the point immediately.
2. Be constructive: will my comments make this better?
3. Be objective: this is not how you feel but what it appears to be. This is not what you like or not but whether it works or
not. e.g. I dont like the pink (Clients talk) vs. The pink doesnt work here due to (objective reasons)

DO
1. Come to each critique well prepared. Understand the object of the critique is your work, not you. Other peoples time is
as valuable as yours. If you do not submit your work for discussion, you are not being a proactive member of the class. If you
do not contribute your best work for discussion, the critique will not be effective for you to improve the work. Therefore you
lose the opportunity to advance your skills.
2. Have a positive attitude: it is easy to say positive things about good work. The challenge is to stay positive when the work
needs improvement. Rather than say nothing or cause potentially negative arguments, use positive statements that will get
your point across.
3. Listen to yourself: what you have to say and the way you say it reveals the type of designer you are. Use respectful language to
deliver your message. e.g. This color combination sucks. vs. The color scheme will work out better if utilized for hierarchy,
considering proportion and legibility
4. Treat others the way you want to be treated: your work deserves your peers attention and vice versa. If you sit in the back of
the critique room sending text messages or doing irrelevant things, it means your priority is not in the critique. Think about
how you feel if others behave disrespectfully during your work critique.

REMEMBER
1. Disagreements may happen. Rather than becoming emotional in defending yourself, immediately shift the attention back
to the work. Remember, good people can make poor decisions sometimes. When people disagree with your point of view, it
doesnt mean you are a bad person. Be open-minded when disagreements occur. A responsible designer will take all feedback
into consideration and present revisions in response to critical comments.
2. Take notes and take time to digest comments received during a critique. Sometimes people may make impossible suggestions,
simply answer: Thank you, I will look into that. and move on in order to maintain a harmonious critique environment.
When it comes to time to revise the work, review all your notes and strive to address the comments through your vision. Your
efforts will show.
3. Let your work speak for itself. Coming to critique without work or talking non-stop about your ideas without executing the
work is not a responsible designers behavior. Furthermore, your clients will not appreciate paying for ideas without seeing
your work. You need to execute the work for critique. People can only provide effective comments on what they see.
4. The ultimate goal of a critique is to improve your work and strengthen your articulation skills. The hardest thing to do during
a critique is to listen. Do not underestimate the power of hand-eye coordination: taking notes by hand will help you learn to
listen better.
5. Humble yourself to learn. If you think you are very talented, other people think of themselves the same way. This means the
instructor has a room full of very talented people to teach. Talented people do not equate to horrible people. Think of the logic.
We all want to work with talented and good people. Being arrogant will drive people away from you. It is a designers loss
when labeled as talented but painful to work with. So think about what brought you to study design in the first place and
always open yourself to all opportunities in the field. At the end of the day, we can learn from both the good and bad.
6. A statistic shows only 2% of people in the world enjoy what they do for a living. Be happy for yourself that you study in a
positive learning environment with a room of people who share the same passion. Once you graduate, you will really miss
these critique times during a creative process. Do not take this for granted!

ART 352A : Questionnaire : Winter 2016

NAME:

EXPECTED GRADUATION DATE:

PHONE:

MAJOR:

EMAIL:

HOMETOWN:

PREREQUISITE INFORMATION:

WHAT DO YOU HOPE TO LEARN IN THIS COURSE?

The following courses are required before taking

this course and may not be taken concurrently with
this course. If you have not effectively completed the
prerequisites (C- or higher) you will be dropped from
the course. No exceptions.
ART 251A, TYPE I

When (quarter/year):
Grade received:
Instructor:
ART 252A, GRAPHIC DESIGN I

When (quarter/year):
Grade received:
Instructor:

WHAT ARE YOUR STRENGTHS AND WEAKNESSES

AS A DESIGNER?

ART 253A, DESIGN AND COLOR THEORY

When (quarter/year):
Grade received:
Instructor:
ART 254A, TYPE II

When (quarter/year):
Grade received:
Instructor:
ART 255, DIGITAL IMAGE DESIGN

When (quarter/year):
Grade received:
Instructor:
ART 351A, GRAPHIC MEDIA AND PRODUCTION

When (quarter/year):
Grade received:
Instructor:
Sign below if you have provided true and correct information above and you have read and agree to the
requirements, expectations, and class procedures set forth in the course syllabus and department policies.
Signature
This form is due at the end of our first class.

Date

ART 352A : Graphic Design II

Winter 2016 : Topic Calendar Overview
Below is a schedule of topics to be covered this quarter. If shifting of the schedule needs to occur, I will let you know
as soon as possible.

Tu

CLASS 1 : TUESDAY, JANUARY 5 : Project Introduction

Th

CLASS 2 : THURSDAY, JANUARY 7 : Presentation half complete; Study of Symbols lecture; Discuss concepts & Scavenger Hunt

Tu

CLASS 3 : TUESDAY, JANUARY 12 : Presentations in class; Brand Briefs lecture; Discuss Visual Metaphor Matrix

Th

CLASS 4 : THURSDAY, JANUARY 14 : Visual Metaphor Matrix due; Brand Brief draft due; Sketching lecture. Begin sketches in class

Tu

CLASS 5 : TUESDAY, JANUARY 19 : Scavenger Hunt due to Bb; Brand Brief due; Designing Identities lecture

Th

CLASS 6 : THURSDAY, JANUARY 21 : Sketches due; Bring materials; Cut paper/Play-Doh exercise in class

Tu

CLASS 7 : TUESDAY, JANUARY 26 : Five printed logos at 3 sizes due; Using Color in Logos lecture; Stationery Systems Intro

Th

CLASS 8 : THURSDAY, JANUARY 28 : Printed logos due; Logo Compare and Contrast due; Stationery sketches due; Paper lecture

Tu

CLASS 9 : TUESDAY, FEBRUARY 2 : Printed logos due; Three digital stationery sets due

Th

CLASS 10 : THURSDAY, FEBRUARY 4 : Finals logos due; Print three stationery sets; Brand Book Intro

Tu

CLASS 11 : TUESDAY, FEBRUARY 9 : Stationery digital edits due; Brand Book storyboard due; using ID and binding review

Th

CLASS 12 : THURSDAY, FEBRUARY 11 : Stationery due; Book text draft and curated images due; 3D/4D/5D Extension Piece Intro

Tu

CLASS 13 : TUESDAY, FEBRUARY 16 : Book cover and 2 spreads due, printed; 3D/4D/5D concept sketches

Th

CLASS 14 : THURSDAY, FEBRUARY 18 : Book cover and 4 spreads due, digital; 3D/4D/5D digital; S + G Intro

Tu Th

CLASS 15 & 16 : TUESDAY, FEBRUARY 23 & THURSDAY, FEBRUARY 25 : Individual Meetings. All elements revised, printed,
and constructed: Logo (revised from final crit and printed) Stationery (revised from final crit and printed) Brand Book (cover and
8 spreads, printed and bound 3D: three constructed elements/4D: working animation/5D: working screens S+G printed draft

Tu

CLASS 17 : TUESDAY, MARCH 1 : Develop brand identity as a whole based on Completion Schedule handout; Portfolio Page Intro

Th

CLASS 18 : THURSDAY, MARCH 3 : Finishing touches based on Completion Schedule handout; Portfolio Page draft printed

Tu

CLASS 19 : TUESDAY, MARCH 8 : Finishing touches, based on Completion Schedule handout

Th

CLASS 20 : THURSDAY, MARCH 10 : Finishing touches, based on Completion Schedule handout

Th

FINAL EXAM : TUESDAY, MARCH 15 : 7:00 AM TO 9:00 AM : All projects due : No Late Work