Professional Documents
Culture Documents
2. CRESTS
Logos that are used to identify a
family, country, or organization.
Before, only powerful and elite
organizations or families could
afford to make their own crest.
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❖ Logo designers
- artists who attend to the visual presentation of a logo.
- They work as a team
- Often, commissioned by companies to start a product logo-design project for them.
Usually, work starts immediately. With a strict timetable to follow, the logo design team
meets immediately to:
Identify the purpose and need
Brainstorm and visualize ideas
Produce design solutions or answers
What makes a logo design great? How does a logo designer go about making one?
❖ SYMBOLS
Instantly make people think of traits
or messages that they want to be
associated with a company, group,
product, or service.
People find it easier to recognize,
identify, or recall images than texts.
Symbols in logos can bring about awareness of the products or services offered by a company. It is
especially true in cases where the company name is not self-explanatory.
❖ COLORS
Very powerful
Has a psychological effect that a logo
designer can use to his or her advantage.
Create varied emotions within customers.
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❖ WORDS, TEXT
The most popular and successful
companies continue to prefer logos with
simple and easy-to-grasp texts. For many of
them, it sometimes pays to just put the
company name and slogan.
The logo is easier to see and remember
FREE-FORM
➢ Shapes also make use of basic shapes.
Logo designers, however, have to be
careful with their placement.
Logos that are free-form should not appear as
if they are about to fall, loose, and unstable.
❖ FONTS, TYPEFACE
The style of the lettering or typeface speaks a
lot about the visual story of a logo.
It can, for example, send the right or wrong
message.
❖ PROPORTIONS, SIZE
Logos to be effective should be able to work
across an array of media applications.
They should be versatile and flexible for their
many uses.
Well-designed logos should look just as great
on billboards, streamers, posters, clothes,
stationeries, bags, etc.
What are digital logos? How will you succeed in creating them?
Logo design has changed in the last few decades, thanks to the power and creative ability of
computers. The computer has become a unique and valuable resource to create logos digitally.
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For example, with the computer, logo designers today could:
a. Print and scan logo designs quickly
b. Use the internet to search, post, blog ideas, or consult experts, and receive feedback almost
immediately; and
c. Edit or make changes in the logo size, font, colors, text, or image, etc.
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This toolbox or toolbar is full of features that are helpful to logo designers. Familiarize
yourself with this toolbox. Here are the main tools and what they do:
➢ Burn tool – this tool darkens an image. To use this tool, just drag it over the image.
➢ Crop tool – this tool changes the size of the image. To use, select the area you
want to crop and then press enter.
➢ Dodge tool – The dodge tool lightens an image. To use, drag the icon over the
image you want to lighten.
➢ Eraser tool – This can erase part of the image in a certain layer. To erase everything
in a certain area, flatten the image or go through every layer to delete that part.
➢ Hand tool – this tool moves around an image within an object. Use the zoom tool
when you want to adjust the section of the picture you want to look at.
➢ Lasso tool – the lasso tool can select areas within a layer that cannot be reached
within the Marquee tool.
➢ Marquee tool- this is a group of tools that allows you to select rectangles, ellipses,
circles, squares.
➢ Move tool – this tool moves around all objects within a layer. To move an entire
image, flatten the layers by selecting All layers at the top of the window.
➢ Paint Bucket tool – this tool makes an area one color. To edit all layers at one time,
click on All Layers at the top of the window.
➢ Pen tool – makes lines and can be used with shape tools to create different shapes.
To create lines, use Pen tool to create anchors (little boxes on a line) and change
the shape of the line by moving around the anchors.
➢ Pencil tool and Brush tool – draw or paint a line. Change the color of the paint
crush by clicking on the color picker.
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➢ Sponge tool – soaks the color out of the image. Drag the tool over the section of
the image you want to change.
➢ Type tool – It puts text in a picture. Click on the picture with the Type tool and
select a box the size of the area you want to add.
➢ Zoom tool – zoom in on part of the picture for closer editing.
➢ Gradient – use this to highlight a color and make it fade from dark to light.
➢ Airbrush tool – use this tool to create a soft spray and clouding effect.
➢ Blur tool – use this tool to soften sharp edges.
➢ Measure tool – use this tool like a ruler.
➢ Rubber stamp tool -use this to replicate the same pattern or image.
CARTOON
❖ A form of visual communication that became popular with the invention of the modern
newspaper and motion picture in the 20th century.
2. STRIP CARTOON
A series of little drawings arranged box by box, some or all of which may contain
dialogue. It is a genre that has become popular to many people.
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3. CARICATURE
Often drawn in an unkind way, which exaggerates certain things about a person.
Meant to make fun of the people they show.
Below is a well-known French caricature drawn by the artist, Honoré Daumier, about 180
years ago. It shows a French king turning into a pear.
With each figure, the cartoonist has to incorporate several important points, such as expression,
physical type, and decorative details. He or she also has to produce a figure with as much simplicity
and the economy as possible.
1. PHYSICAL FEATURES
❖ In cartoons, presenting the human figure as it would be useful, but
not necessary. You may not want your cartoon cartoons to look too
realistic because part of the fun of cartooning is the opportunity to
caricature your characters. Draw them with realistic but
exaggerated qualities to give them personal style and traits.
2. FACIAL CHARACTER
❖ Like the human face, we take in a
cartoonish face for clues about identity,
personality, and mood. It tells us a great
deal about its owner–whether they are
male or female, old or young, pretty or ugly,
intelligent or stupid, fat or thin. The face
alone says it all.
3. FACIAL EXPRESSION
❖ The point of a cartoon is often made through facial expressions.
You cannot afford to let the reader miss the point, so your
depiction of an inner feeling will need to be exaggerated. An
agitated cartoon character, “Calvin” for example, can be
depicted with hair standing on end.
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4. HANDS
❖ Hands are very expressive of character. Hands
can convey feelings of enjoyment, anger, or
fright. They are always of important interest to the
cartoonist. Presenting hands in cartoons can vary
a lot. Sometimes, they bear little relationship to the
hands we know in real life.
5. FEET
❖ Feet including footwear, are important features of cartoon characterization. The
distortions that many cartoonists make are often hilarious. Different kinds of footwear are
very expressive of age, type, and profession.
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o Your ability to draw is only one part of being a good digital painter. Being able to prepare
everything else needed to get across your ideas with your brush and to add the details that
make your painting stand out is equally important. Here is a checklist of materials and pointers
for you to know.
1. Develop some familiarity with the painting styles and techniques you want to be inspired with —
Look at real paintings. See for example:
a. if the canvas peeps through the oil paint, and if the brushstrokes appear thick or thin on
the board or canvas;
b. if each artist mixes and blends colors to build forms; and
c. if the watercolor washes can blend and if the watercolor is deposited on rough paper.
2. Understand how the elements and principles of artwork in designs
• Remember that when you create a picture, you are directing the show. Make sure that
it tells the story you want.
3. Set your equipment and tools - Setting your artwork from paper to computer is known as digitally
formatting your art. To bring the artwork from paper to computer, you need basic pieces of
hardware like:
• Computer - You need a computer and operating system to run on to create a digital
painting. It is important that your computer is powerful enough to run software programs.
Having as much Random-Access Memory (RAM) as you can is a feature to consider in
successful digital painting. The more stored application programs and operating system
your computer has, the faster it can process things — like computer commands for
example.
• Scanner - Scanners are absolutely essential to digital painting. Without one, you cannot
digitize your artwork. A scanner is also useful for scanning textures — like real canvas and
watercolor paper—to make texture supports (paper/canvas, etc.) of patterns which you
can apply as backgrounds for your paintings.
• Digital tablet and stylus — A real-world brush changes the way it deposits paint when its
shape changes. Push down on a brush tip and spread out the bristles. Make the stroke
larger and the shape changes.
Tilt a brush and again the shape changes, depositing paint in a different way. These
features can now be done with varying degrees of success using a pen stylus (pen tool)
to make marks and a digital tablet to communicate directions to the computer.
What is computer software? Of what use is computer software in making paintings today?
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o Drawing your image is the first step; scanning it into the computer is the second. Step three is
using a computer program to transform your work by cropping, editing, enhancing, lightening,
darkening, shading, adding color, layering, styling, or just about any other editing graphic you
can think of.
What software tools are used in digital painting? What is a Brush tool?
BURN TOOL: This tool darkens an image. To use this tool, just drag the icon over the image.
DODGE TOOL: The Dodge tool lightens an image. To use, drag the icon over the image
you want to lighten. The Dodge and Burn tools add dimension to your flat 2D drawing.
ERASER TOOL: Click on the toolbar icon that looks like an eraser. Doing so changes your
cursor into an eraser. The Eraser tool works very much like the common pencil eraser. It
cleans up imperfections in your work, making your job a lot easier.
GRADIENT TOOL: Use this tool by dragging the pen to highlight a color and make it fade
from dark to light.
HAND TOOL: This tool moves around an image within an object. Use this with the Zoom
tool when you want to adjust the section of the picture you want to look at.
PAINT BUCKET TOOL: This tool fills or makes an area one color.
PENCIL TOOL: The pencil tool behaves much like the brush except that it has hard edges.
The pencil tool options are basically the same as the Brush tool.
PEN TOOL: The Pen tool makes lines and can be used to create different shapes.
• To create tool, use Pen tool to create anchors (the little boxes on a line) and
change the shape of the line by moving around the anchors.
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SPONGE TOOL: The Sponge tool soaks color out of the image. Use this tool by dragging
the tool over the section of the image you want to change
TYPE TOOL: This tool places text in a picture.
BRUSHES BASICS
1. First, you need to define the shape of the
brush tip (hard, soft, round, or flat) and size of
a brushstroke.
Brush interaction with support (paper/canvas, etc.) determines whether the brushstroke
will be applied with a texture.
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BRUSHES PAINTING TECHNIQUES
o DRY BLENDING - Dry blending with a brush is a process in which no flowing paint is used to merge
two areas together. The idea is that you should not be able to see them join. Dry blending is
different from wet blending (wet-in-wet), where color areas are merged together using wet
paint.
o HARD AND SOFT EDGE - This technique refers to the quality _of the
meeting of two shapes: clear line or seamless blending between
them. Hard Edges are best used in areas of high-value contrasts, and
Soft Edges are best for areas of low contrast or very similar values.
Here are some of the brushes that illustrate the range of Artists’ Brushes:
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o SPATTERING
- This technique is about the application of paint
onto a surface by flicking, dripping, or whisking
the paint from a brush.
- It is used to show the presence of small particles
like smoke, blizzard, or sea spray — or expressive
and abstract, adding energy and variety to a
flat or bare area.
- Spattering recalls the style of “action painter”
Jackson Pollock who, among other techniques,
used spattering to apply paint on his canvases.
o POINTILIZATION
- The digital process of rendering a figure or
shape in dots or small brushstrokes of
color.
- This technique refers back to late 19th
century Pointillism, a modern art style
identified with the work of George Seurat.
- The Pointillist Brush allows you to mix color
optically. It provides you those popular
dots of color.
o HARD-EDGE
- Hard-edge painters gained prominence
because they placed importance on the
crisp, precise edges of the shapes in their
paintings.
- Their works contain smooth surfaces, hard
edges, pure colors (low opacity), and
simple geometric shapes. Thin or wide lines
can be created to help define shapes and
set off the colors. They are also done with
great precision. A famous hard-edge
painter is Frank Stella.
o IMPRESSIONIST
- The Impressionist Brush imitates the style of
painting of late 19th-early, 20th century
Impressionism.
- The Impressionist’s paint was dabbed on the
Canvas to create interesting effects of light
and color.
- Go to the Impressionist Brush in the Brush
Selector to form a new Dab type. The paint
can either be applied in a dabbing motion or brushed. The exact positioning of the dabbed
brushstrokes is sometimes hit and miss.
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LESSON 4: GRAPHIC DESIGN (POSTER LAYOUT)
GRAPHIC DESIGNERS
o The artists who are in the field of graphic design.
o Other examples of graphic designs:
What is a POSTER?
o Special to many graphic designers.
o A kind of placard or announcement that has as its goal the
communication of information through words and pictures or
symbols.
o Often displayed publicly and vertically on windows, electrical
posts, doors, walls, along highways, etc.
o Made either small (leaflets or handbills) or large (billboards)
BROADSIDES
o Among the services offered by early printers in the 15th century was the design and printing of
single sheets, called broadsides.
o Handed to town people and posted in public spaces, broadsides told recent events,
announced upcoming festivals, alerted citizens to wanted or missing persons or lost pets,
warned them on health hazards, argued religious beliefs.
➢ PROPAGANDA POSTERS
Call for rally or revolt
➢ POLITICAL POSTERS
Campaigned for politicians or civic leaders
➢ MARKETING POSTERS
Announced new products and other useful objects.
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Graphic designs need to be planned well to be successful. In the posters submitted for the
Philippines’ “Pilipinas Kay Ganda” tourism campaign, for example, the letters, images, colors, etc. are
combined carefully into the idea of the designs.
➢ STEP 2: Studies/Sketches
Move your elements around. Sketch as
many thumbnail ideas as possible.
After critiquing all your ideas, select
your best three ideas and translate
them into final designs.
➢ STEP 3: THEME
Decide which important message you
want to communicate to your viewers.
Then, ask the mess
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➢ STEP 4: TITLE
Decide where to place the title
The title should be the largest text, the most
readable (from at least 5ft. away), and should be
tied with and supported by all the other elements
on the poster design.
Avoid clutter. Less is more.
➢ STEP 5: COLORS
Choose colors that help communicate the message and unify all the elements
together. Avoid too many colors, this is distracting.
➢ STEP 6: WORDS/FONTS
Decide on what font to use, the font size, and where this text should be placed.
These contributes to the power and visual appeal of the design.
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What is PHOTO-EDITING? How are photos combined in poster design?
o A photograph can be used as a starting element to make posters on the computer. It is
possible to put a hard copy of the image and paint from that with a pen tool using whatever
brushes you choose. Usually, photo is combined in making a poster design.
o SHAPES
➢ If you look around, may objects are formed from different shapes. Even those that you
think have no regular shapes are formed from a shape. New artists learn how to draw by
using shapes first.
What is PRINTMAKING?
o The process of creating is by transferring an image or design from a source onto another
material.
o Prints are made from a single original plate or surface, called a “matrix”.
o MATRIX can be a metal plate, stone wood blocks, linoleum, fabric, and others.
o There are four (4) processes in printmaking:
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What is SILKSCREEN PRINTING?
o One of the methods in printmaking.
o It uses a stencil to apply ink onto another
material. It can be on fabric or t-shirts. It can be
on paper, wood, vinyl, or any other material that
absorbs ink.
o DIGITAL TECHNOLOGY
➢ Has made printing faster, the design
principles like the contrast of colors,
shapes, and lines should produce
harmony just like hand printing.
➢ Using technology, printing of original
designs has been made easier and faster.
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What is PHOTOGRAPHY?
o Comes from the two Greek words: photo and graph.
o Photo means light and graph means drawing.
o Created by means of light, that’s why this is also referred to as
“drawing with light”.
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➢ Pattern or Rhythm is simply repeating an
element that will cause the viewer’s eye to move
around to each element.
b. POINT-AND-SHOOT CAMERA
➢ A still camera made for easy use. It is also called a compact camera.
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LESSON 6: LET’S FORM OBJECTS
What is SCULPTURE?
In digital sculpting, the sculpting is done using a software. Menus and commands in a software
interface are used to do the sculpting. This is an example of a sculpting software interface. There are
menus and commands that a user can use.
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What software may be used in digital sculpting?
o There are a number of sculpting software available online. Blender is just one.
1. EDITOR
➢ Part of the screen has a specific function (3D view, Properties Editor, Video Sequence
Editor, and Nodes Editor).
2. CONTEXT BUTTONS
➢ Give access to options. These are like tabs and are often placed on an editor header.
3. PANELS
➢ Options that are grouped to logically organize the interface.
4. REGIONS
➢ Included in some editors. In that case, panels and controls are grouped there. For
workspace optimization, it is possible to temporarily hide regions with the hotkeys and
for the Toolbar and Properties Region respectively.
5. CONTROLS
➢ Contained in the panels. They can let you modify a function, an option, or a value.
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What is PRODUCT PACKAGE DESIGN?
o Packaging is the method of enclosing or protecting products for storage, sale, and use.
o Packaging involves three (3) steps: the process of design, evaluation, and production of
packages.
1. PROCESS OF DESIGN includes the planning of how the package looks. It involves creating a
design for the product being packed.
2. EVALUATION involves the checking if the package design satisfied the concept.
3. PRODUCTION OF PACKAGES involves the printing of the packages.
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5. Fold the longer side to make a crease on
both sides. Open the bag.
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What is ELECTRONIC COLLAGE?
o Collage is
➢ an art production in which several
materials are put together, to form a
new work of art.
➢ originated from the French word “coller”
which means, “to glue”.
➢ Can be made of physical materials,
such as paper and printed
photographs, or electronic images.
o ELECTRONIC COLLAGE
➢ Made or composed of electronic
images or photographs and is prepared
digitally.
➢ Software is used to create the collage.
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5. Figure out what 5. Add text.
you’re going to glue
the collage onto. Letter
cutouts maybe
included.
PRESENTATION SOFTWARE
o Like MS PowerPoint, allows the creation of an audio-
video art.
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