AGDA Wo r k e x p e r i e n c e k i t

Wo rk Wo rk

exp-E ri ence .

AGDA W o r k e x p e r i e n c e k i t

sponsor

Mackay Branson Design

A resource to help students doing

work experience in a graphic design

studio. This resource has been

prepared by the Australian Graphic

Design Association.

xWhat is a graphic designer? page 3

Where are graphic designers employed? page 4

How to use this resource page 6

Graphic design in Australia page 7

Studio etiquette page 8

What you should be able to achieve within this experience page 10

Assessment form page 11

Design Briefs page 13

References page 33


Contents

AGDA WORK EXPERIENCE KIT2


xAGDA W o r k e x p e r i e n c e k i t

What

i s a g r a p h i c d e s i g n e r ?

We are constantly bombarded with design.

LOOK FOR IT.

ANALYSE IT.

RECORD IT.

All of these considerations are the work of a

designer.

A graphic designer is usually involved in all aspects

of design from a corporate identity, to magazine

advertisement, architectural signage on a building

to surface graphics on everyday products.

The graphic designer uses visual communication

to inform, educate and entertain.

Photograph a billboard.Analyse magazineadvertisements: how they use colour,shapes, typography. Sketch buildings andmake note of detail: thematerial used; colour; thesiting. Examine the productsin your home. Have they been designedto be easy to use?Are they easy to clean? Are they safe?

➔

4AGDA WORK EXPERIENCE KIT

xGraphic design is a communication profession

which requires personal communication skills.

Some employment areas require that you

design and produce artwork and have no

contact with a client. But, the majority of the

job opportunities call for direct client and

marketplace contact.

The working environment also calls for a

certain personality that fits well into a team

with a sense of humour in a sometimes

pressured environment.

PL ACES OF POSSIBLEEMPLOYMENT

Self employed/ freelance

• this means working by yourself, for yourself.

• Unfortunately often not by choice

• Responsible for all tasks below plus

Business and project management or

Graphic design studios

• offer a choice of roles in this environment

– Creative director

– Graphic designer

– Art director

– Computer operator

Advertising agencies

• operate with a hierarchy and separate tasks

are performed in different departments

the ‘creative department’, where concepts

are developed or

the ‘studio’ where artwork is completed for

presentation.

Here computer operators with differing

skills or backgrounds can be found

ie: photo retouchers, typesetters, illustrators

Freelance operators are also employed in

times of heavy work flow

Marketing consultancies

• offer

Graphic designer

Desktop publisher

Public relations consultants

•offer

Graphic designer

Desktop publisher

Film production

Designers can work in an number of areas on

Commercial and Feature production

Prop design

Graphics and titling

Production design

Special effects, editing

Animation

Video productionCorporate and Commercial television

Prop and set design

Graphics and titling

Animation

Multimedia

Video games design


Where

a r e g r a p h i c d e s i g n e r s

e m p l o y e d ?

Exhibition and display design

• offer

Typography and sign design

Interactive design

3D design

Lighting design

PrintingGraphic designer

Graphic artist

Typsetter

Prepress operator

PrePress/Bureau

• offer

Graphic designer

Graphic artist

Computer operator

Multi Media producers

• offer

Graphic design

Illustration

Typography

Newspaper and magazine publishers

• offer

Graphic design

Graphic artist

Illustrator

Cartoonist

Typography

Book publishers

• offer

Graphic design

Graphic artist

Illustrator

Typography

Desktop publishers

• offer

Page layout designer

Typography

Computer operator

In-house corporate designer

• offer

Graphic designer

Desktop publisher

Technical illustrator

Temporary employment agencies

• offer

Graphic design

Graphic artist

Computer operator

Desktop publishing

5


AGDA WORK EXPERIENCE KIT

6



This resource has been written to help students doing work experience in a graphic design

studio. The book gives guidelines on what to expect from work experience and how to behave

while working in a studio. A set of design briefs are included which help you get started in your

work experience. These briefs have been written by practicing designers and are set to match

your level of education. The studio owner may also choose to have you do some work on current

jobs. This work may appear menial, but by observing, asking sensible questions and carefully

thinking about what you are asked to do, you can learn a lot.

You should prepare a work diary to record the work you have done and how long it took.

Examination of this should show that you spent time understanding the brief, asking questions,

preparing materials, preparing roughs, refining your ideas, discussing them with designers in the

studio, finishing the job, mounting it and then presenting it. In short it should show your design

process.

This resource also contains an assessment form which has been designed to help you and the

studio owner to objectively look at what you have achieved during the work experience. It will

help you discuss the progress you made during the work experience.

How

t o u s e t h i s r e s o u r c e

7

xThe 1996 survey of Graphic Design in Australia, estimated that there are 2,500 design firms

employing around 10,000 people in graphic design in Australia. The bulk of the activity is centred

in New South Wales and Victoria. Total industry revenues were estimated at $1.3 bn.

Success factors

Analysis of financially successful designers (defined as the top 20% of the industry in business

income) in comparison with the general industry average found that these designers:

• took more personal responsibility for the management of the client/designer relationship

• had stronger selling and marketing skills

• practiced better financial management

On the issue of how important creativity is to clients, the study found that clients discount the

ability to deliver creative product because they believe that creative excellence is widely available.

It is in other areas, marketing and financial, that graphic designers can gain both the respect their

industry deserves, and the business success they desire.

This survey shows that a designer needs an all round education. It’s not enough to just

concentrate on learning how to design and how to use computers.

The Australian Graphic Design Association

The Australian Graphic Design association is committed to raising design standards in Australia

and works through a volunteer base to advance excellence in graphic design as a discipline,

profession and cultural force. AGDA seeks to advance the skills, knowledge and interests of its

membership and the industry by active example, co-operation and education.

The above information was taken from the 1996 Australian Graphic Design Association AGSM

Graphic Design Industry Survey.


Graphic

d e s i g n i n A u s t r a l i a




Before you begin your work experience you should check the following things with the

studio owner;

• dates for the work experience

• working hours (start, finish, lunch)

• dress code

• correct address

• materials you will be required to bring

Your behaviour in the studio should be appropriate to the style of business.

Remember that all design studios are small

businesses. Workers in small business need to be

multi-skilled and designers are no different. You

may be asked to send a fax or do some

photocopying - they are essential parts of running a

successful studio. Work has to be filed after it has

been completed and filed in a system that will

allow it to be found again. When you are asked to

do filing, faxing or photocopying you are

contributing to an essential part of the business -

approach it with enthusiasm and commitment.

Punctuality

This is more than a school excursion. Demonstrate

your attitude to work by turning up 5 minutes

before the starting time. Stay until the designated

finish time. If the studio staff only take 45 minutes

for lunch then you should do the same.

Telephones

Ask permission to use the telephone and then only if it is essential.

If you have to make a phone call keep the conversation brief.

Studio

et iquet te

Observe how thedesigners dress and actand then follow their lead.and remember you are avisitor in this workplace.For the designers themost expensive part oftheir job is time. Don’twaste their time – prepareyour questions in advanceand be certain about whatassistance you need.

9

xVisitors

If your teacher intends visiting the studio it is your responsibility to arrange a time that suits the

studio owner and the teacher. You should advise both of them that the appointment has been

confirmed. You will be responsible for making the introductions. Check with the studio owner

before showing your teacher through the studio.

Smoking

Most work places are smoke free. If you are a smoker you will need to leave the building in most

cases. This will need to be discussed with the studio owner before starting work experience

Getting to know the studio

Ask the studio owner to describe the type of work they do. Ask them about their career path. Ask

the designers about their career path.




What

y o u s h o u l d b e a b l e t o

a c h i e v e w i t h i n t h i s e x p e r i e n c e


In this work experience you should at least gain an understanding of what a graphic designer

does and how a design studio works. At best you will finish a design brief and go away with a

mounted piece of work for your portfolio.

Set yourself some objectives for the work experience. For example:

At the end of this work experience I should be able to:

• understand what type of work a graphic designer does

• understand how a design studio functions

• understand the design process

• demonstrate an ability to read and analyse a design brief

• demonstrate an ability to prepare thumbnails to answer a design brief

• demonstrate a basic understanding of computers use in design

• demonstrate a basic understanding of QuarkXpress or Pagemaker

xThese questions are not a test. Don’t try to guess the answers. Just circle the appropriate answer.

They will help the studio owner understand how much you know. This will give him/her the

chance to ‘fill in the gaps’. You will do the same questionnaire at the end of your work

experience. This will allow you and the studio owner to assess your progress.

Do you understand enough to explain to someone…

exactly what a graphic designer does? Yes No Perhaps

where a graphic designer may work? Yes No Perhaps

what the difference is between a graphic designer

and a desk top publisher? Yes No Perhaps

what the difference is between a graphic designer

and an industrial designer? Yes No Perhaps

how a computer works? Yes No Perhaps

what a scanner does? Yes No Perhaps

what a TIFF file is? Yes No Perhaps

what an EPS is? Yes No Perhaps

Do you know...

what a ‘design brief’ is? Yes No Perhaps

what ‘brainstorming’ is? Yes No Perhaps

what a ‘presentation visual’ looks like? Yes No Perhaps

how a design gets printed? Yes No Perhaps

what process colours are? Yes No Perhaps

what PMS colours are? Yes No Perhaps

what DPI means? Yes No Perhaps


A s s e s s m e n t F o r m


12

xwhat a chromalin proof is? Yes No Perhaps

what a dyesublimation proof is? Yes No Perhaps

what a ‘thumbnail rough is? Yes No Perhaps

what film separations are? Yes No Perhaps

the printing process? Yes No Perhaps

the difference between DPI and LPI? Yes No Perhaps

what screen resolution means? Yes No Perhaps

Have you...

used a Macintosh computer? Yes No Perhaps

used any software programs? Yes No Perhaps

used QuarkXpress? Yes No Perhaps

used Photoshop? Yes No Perhaps

used Pagemaker? Yes No Perhaps

used Illustrator? Yes No Perhaps

used Suitcase? Yes No Perhaps

used a scanner? Yes No Perhaps

prepared finished artwork? Yes No Perhaps

prepared a presentation visual? Yes No Perhaps

made a 3D package? Yes No Perhaps



13

xThese briefs have been written so that they can be done at

varying skill levels. If you are a tertiary student you should be

able to take the brief through to a high level of presentation.

If you are in year 10, 11 or 12 at school you should be able

to take the research through to a high level and then

prepare visuals up to your skill level. This will depend on the

type of subjects studied at school.


Design

Br ie fs


14


B R I E F 1


P r o j e c t : N e w s p a p e r m a s t h e a d

Aim:

To design a masthead for the Five Rivers Free Press newspaper.

Background:

The Five Rivers Free Press newspaper has been in existence for more than 130 years. It

originally began as a bulletin for the gold miners in the settlement of Five Rivers. It was noted

for its radical political views, always supporting the worker and stressing the struggle that was

needed to survive life on the Gold fields. In more recent times it has supported residents in

their battles with bureaucracy both local and state.

The current owner of the Five Rivers Free Press newspaper is a direct descendant of its

original owner. He wishes to maintain some of the ‘look’ that existed in newspapers of the

late 1800’s but with a more modern use of typography. He feels that the paper should stress

that they help the ‘Aussie battler’. This should be shown in a visual way as part of the

masthead.

The Five Rivers Free Press is read by residents of Five Rivers and the surrounding area.

The town of Five Rivers has a small population of shopkeepers and service industry eg. farm

machinery sales and repair people. Most of the readers are farmers. The following

specifications give the elements that must be included in the Five Rivers Free Press

masthead.

Specifications:

Paper size: Tabloid Stock: Newsprint. Colours: Red and black. Name: Five Rivers Free Press

Subhead: Independent since 1860 Copy: Circulation 5,500 Price 20 cents Published every

Tuesday (Date of publication)

15


B R I E F 1


Research:

Source out at least 5 newspaper mastheads from your local or state library.

Examine newspapers in a newsagency to see what t makes a masthead stand

out from others.

Examine how the masthead is used in relation to photographs and headlines.

Presentation:

Present topics of mastheads gathered during research.

Mount these on a single board.

Present your solution mounted on a sheet of board with a protective cover sheet. An

explanation of your concept should be presented with the design.

P r o j e c t : N e w s p a p e r m a s t h e a d

16


B R I E F 2


P r o j e c t : T e a b a g l a b e l a n d b o x d e s i g n .

Aim:

To produce a label design for a new brand of Australian grown and packaged tea. To produce

a box design to hold 100 tea bags. To produce surface graphics for the box.

Background:

Goonawarra Tea is a new brand of tea being grown in Queensland for sale in Australian

supermarkets. The tea makers believe this tea has a distinctive flavour that will appeal to the

Australian tea drinker.

• They would like to use an Australiana theme.

• Their positioning statement is; The real flavour of Australian Tea .

• Their Unique Selling Proposition (USP) is the Australian production of the tea.

• They want to evoke the images of happy contented Aussie’s drinking tea in a typical

Aussie setting.

Specifications:

Teabag size: The tea bag is 60 x 40 mm with a 130mm string and a 40 x 30 mm tag. Tag

colour: The tag can be printed in three colours. Box size: The box is 140mm x 160mm x 60mm

deep. Box colour: It can be printed in three colours on all sides of the box.

COPY:

Headline:

Goonawarra Tea.

17


B R I E F 2


Subhead:

The real flavour of Australian Tea.

Body copy:

Selected teas grown in the highlands of Queensland. This tea has been recognised as a full

bodied tea as enjoyed by Australians since settlement. The traditional flavour will be enjoyed

if you first warm the teapot before putting in a teabag for each person and ‘one for the billy’.

Boil fresh water and immediately pour it into the pot. Allow to stand for five minutes and

then enjoy the real flavour of Australian tea.

Use By date.

Bar code. (for the purpose of the mock-up, use the barcode on the following page)

Net weight 200g.

100 TEA BAGS

Research:

Visit your local supermarket and ask to photograph boxes of tea bags as displayed on the

shelves. Research where most of the tea is grown. Note what colours are commonly used.

Pull apart a box and analyse the design of the box and how it folds. Look at alternative box

shapes and folds. Look at books on early Australian package design.

Presentation:

Mount a series of photographs showing the different tea bag and box designs. Annotate the

photographs to show that you have analysed the design of these

Prepare a felt pen visual to show the basic design. Show how this will appear on the tea bag

tag. Mount these on a sheet of pasteboard with a protective overlay.

Mockup your box design with the graphics and copy on the surface.

18



B R I E F 3

P r o j e c t : F a s h i o n l a b e l c o r p o r a t e

i d e n t i t y

Aim:

To design a fashion label that can be used on a swing tag, clothes tag and carry bag.

Background:

JOANNA H is a new fashion label that is being launched to produce and market fashion for 13

to 16 year old females. The mainline to be produced is designer blue denim jeans. Joanna H

specialises in jeans with small embellishments such as bows and special stitching.

The label needs to be produced so that it will work on the side of a carry bag or as a patch

on a pocket or swing tag. It may have to be used in shop signage at a later stage.

Joanna H is seeking innovative ways to produce carry bags. She welcomes different designs

and shapes for consideration. As these are a form of mobile advertising they can be more

expensive than the work in the labels.

Specifications:

COPY: Joanna H (must be able to be

stitched for labels and printed on

bags, jeans etc.)

Colours: Three colours.

Size: Swing tag size: 50mm x 40mm

Clothes label size: 40mm x 20mm

Exterior pocket label: size to suit.

Carry bag size: 40cm x 30cm x 15cm gusset.

Handle style optional.

19


B R I E F 3


P r o j e c t : F a s h i o n l a b e l c o r p o r a t e

i d e n t i t y

Research:

Visit fashion stores and discuss the project with the owner and collect a number of swing

tags. Collect at least 4 different types of carry bags. Consider the design and the function of

the bags. Examine them for durability etc.

Presentation:

Study the swing tag designs. Paste them onto a sheet of board and analyse them.

Prepare felt pen roughs of your design and paste them onto a sheet of paste board

with a cover sheet.

Prepare a mock up of the swing tag, carry bag and label.

20


B R I E F 4


Pro jec t : Inv i ta t ion

Aim:

To design and produce a mock-up of an innovative invitation.

Background:

WALPOLE CHEESE is launching a new brand of flavoured cheese. To get as much attention as

possible for this new product they require an invitation for the launch night. These invitations

will be sent out to food writers, food store buyers, retailers, and the general dairy industry.

These people receive dozens of invitations every week. The Walpole Cheese company wants

the invitation to be unique so that when the package/envelope is opened the recipient will

be surprised. The Walpole Cheese logo is attached.

The copy on the outside of the card should be creative and catchy. Walpole Cheese would

like your suggestions on copy.

Specifications:

Colour: It can be printed three colours both sides. The company logo must be used.

The invitation details are:

Copy: Launch date: 23rd March

Time: 8.00 PM

Venue: Walpole Cheese showrooms Palmerston Place Carlton

RSVP: Esther 9543 8970 by March 2.

21


B R I E F 4


Pro jec t : Inv i ta t ion

Research:

Visit a newsagency and examine greeting cards. Look for innovative folds, cuts and effects.

Find books on paper folding for new ideas.

Presentation:

Collect samples of innovative cards and mount them on a sheet of pasteboard.

Prepare practice sheets of innovative folds.

Mock up the finished piece using felt pens.

Use the computer to prepare a colour mock-up.

Present the finished piece in an envelope.

22


B R I E F 5


P r o j e c t : P e t f o o d l a b e l s

Aim:

To design a series of pet food labels for Chunky Pet foods new range.

Background:

CHUNKY PET FOODS is releasing a new range of pet foods. They require new designs that will

present a ‘corporate image’ of the Chunky Pet food company and also show the contents of

each type of dog and cat food. The cans must prominently show the name of the company

with the details of each type of pet food.

Chunky Pet foods USP is, as their name suggests, that their pet food has large chunks of

meat, fish, chicken etc. They do not want to show the food on the can but would rather have

a happy and contented pet shown.

The Chunky Pet foods company requires an initial submission showing one can of cat food.

Specifications:

Size: Can dimensions 110mm x 75mm diameter.

Colours: Four colour process on label.

Barcode

Label copy: FISH FOR CATS Chunky Pet foods 100%

Fish Ingredients: Sardines, Pilchards, gelatin, food colouring, vitamins and

minerals. No preservatives added. Refrigerate after opening.

Made in Australia by Chunky Pet foods. Down Rd. Sallet Victoria 3211

Tin copy: Pet food only

23


B R I E F 5


P r o j e c t : P e t f o o d l a b e l s

Research:

Visit a supermarket and examine the pet food shelves. Purchase cans of pet food as

reference. Observe how the cans are displayed. Ask permission to photograph the cans of

pet food on the shelves. Analyse the labels and the way cans are displayed. Note that the

rounded shape of the can limits the line length of type.

Pay attention to the way that particular brands maintain a style that immediately makes

them recognised.

Presentation:

Mount all your photographs with annotations showing your analysis. Prepare thumbnail

roughs to show how you will approach the presentation style for all Chunky Pet food

products. Once you have chosen a design prepare a presentation visual using the computer.

Extend this into a mock up of the label on a can. Photograph the cans and mount the

finished photograph.

24


B R I E F 6


P r o j e c t : M a g a z i n e c o v e r

Aim:

To design a magazine cover for a new youth magazine.

Background:

The trade unions want to tell young people about unionism and its benefits for workers. They

are preparing a new magazine which will be directed at young people in the 14-18 year old

age bracket. The magazine will have a range of stories for young people and will focus on

issues in the workplace. The unions are particularly keen to emphasise that they are

concerned with the total physical, mental and emotional well being of all workers. The

magazine will be sent direct to schools for distribution to students and will be available free

of charge by request.

The stories in the magazine are to be positive studies of young people in the workplace

especially women and disadvantaged groups.

The editor of the magazine is not interested in stories or images that portray the worker or

the workplace in a negative way. The magazine is to be called ACTION. They require a design

for the masthead and a layout for the cover of the first edition.

Specifications:

Size: The magazine will be A4 vertical format.

Colour: The cover will be reproduced in four colour process. The

masthead colour and design are entirely up to you.

Copy for the masthead: ACTION Published for the Australian Union Movement Proudly

printed in Australia Free Edition 1 1991

The cover design is meant to appeal to the target market and show young people at work

and leisure. It is essential to a have mix of sexes and racial backgrounds. Women should be

shown in a positive role.

25


B R I E F 6


P r o j e c t : M a g a z i n e c o v e r

Research:

Visit a newsagency and your library to look at magazines that are aimed at the same target

market as ACTION. Observe the designs images and colours that are used on the covers.

Purchase magazines that you believe demonstrate good design. Analyse the different types of

cover designs. Remember that ACTION is free.

Browse through old magazines for images of young people at work. Cut these out for your

reference file.

Presentation:

Mount the covers of magazines gathered during research. Annotate them to show what is

good about the design. Prepare a series of thumbnails for the masthead. Choose the ones

that appear to be working best and take them to a presentation stage.

Prepare thumbnails for the cover design. Consider whether illustration or photography will be

used. Choose the best and incorporate your chosen mastheads. Prepare these to

presentation stage and then make a choice on the best complete cover.

26


B R I E F 7


P r o j e c t : L o g o a n d m a g a z i n e a d for

Royal Park Apartments

Aim:

To produce a half page advertisement for Royal Park Apartments.

Background:

ROYAL PARK APARTMENTS are situated opposite Royal Park in Melbourne. They are a group

of 20 serviced apartments which all have a view across the park to the Royal Exhibition

buildings. The park and the Exhibition buildings are well known landmarks in Melbourne.

Royal Park Apartments are situated 5 minutes walk from the centre of the Melbourne

business district. The apartments are large and spacious making them suitable for small

group business meetings and a temporary office. The advertisement is to be used in business

magazines that are read by executives.

Royal Park Apartments also require a logo design for use in the advertisement. The logo

should reflect the unique location of the Royal Park with its proximity to the city in a garden

setting.

Specifications:

Advertisement size: 130mm x 190mm. Four colour process.

Headline: A landmark in serviced apartments.

Copy: Now Melbourne offers a landmark in serviced apartments. The Royal

Park Apartments give you a stylish apartment with all of the essential

business facilities. Your apartment is an office during the day and a

home at night. You can enjoy all of the comforts of a first class hotel;

take a spa, swim in idyllic garden settings, prepare a meal in your own

kitchen or take advantage of the in-room dining. To find out more about

our corporate and extended stay rates please send in this coupon.

27


B R I E F 7


Coupon Copy Name, Title, Company, Address, Postcode, Return Address, Royal Park

Apartments PO Box 546 GPO Melbourne 3000.

(Allow enough room for people to fill in the coupon comfortably)

Copy for logo: Royal Park Apartments, Park Lane, Melbourne 3000 Telephone

(03) 9555 7866

Research:

Visit the library and look through some business magazines for examples of advertisement

styles. Visit a tourist bureau and collect brochures of similar types of serviced apartments.

Prepare your own analysis of the market. eg. age, other magazines/newspapers read . Do

they stay alone? What do they expect in a serviced apartment? Prepare a wordlist before

beginning your designs.

Presentation:

Prepare a series of thumbnails of different alternatives for the logo design. Choose the best

design and then prepare a presentation visual.

Go through the same process for the advertisement. Present your wordlist with the visuals.

P r o j e c t : L o g o a n d m a g a z i n e a d for

Royal Park Apartments

28


B R I E F 8


P r o j e c t : S c h o o l n e w s l e t t e r

Aim:

To design an A4 size school newspaper.

Background:

You have been given the task of designing a school newspaper.

Begin by brainstorming a name for the paper. Keep the name short but appropriate for your

school. The paper will be written by students for students. They will also use it to

communicate views, opinions and events to staff and parents. Short (250 words) articles are

better than longer. They will be topical.

Specifications:

The newspaper is produced on a double sided A4 sheet and photocopied. Line illustrations

should be used rather than photographs (illustrations will reproduce better on a

photocopier).

29


B R I E F 8


Research:

Analyse what it is that gives newspapers a particular style. For example

• Examine a range of newspapers with different styles.

• Note the lead story and its size in comparison to other stories.

• Consider the headlines and their relative size.

• Make note of the typeface used in different newspapers.

• Consider the column widths used in different newspapers

• Refer to your library for books which deal with typography.

Presentation:

Mount the word list and brainstorming notes. Make reduction photocopies of different

newspapers and annotate them to show the design elements that have been used to

establish a style. Prepare visuals to show the different type faces available and the

characteristics that will or will not make them suitable for your newspaper. Prepare

thumbnails of the newspaper masthead. Choose one and take it to a presentation visual.

Prepare finished art for the masthead

Prepare a felt pen rough layout of the paper. If you have a computer available choose any

copy and set it in the type face you have chosen. Shape the stories to fit your layout. Mount

the finished visual ready for presentation.

P r o j e c t : S c h o o l n e w s l e t t e r

30


B R I E F 9


P r o j e c t : P o s t e r f o r t h e Z o o

Aim:

Design a poster to promote twilight visits at the Melbourne zoo.

Background:

THE MELBOURNE ZOO intends opening in twilight hours during summer (5-9PM January and

February). They require a poster to promote this event. The poster will be used on the side of

buses. All of the sections of the zoo will be open to the public during these twilight walks.

Special signage in the Zoo will tell visitors about the nocturnal habits of the animals. Zoo

education staff are also available to talk to the public.

Specifications:

Size: The poster must fit on the side of buses (see drawing on next page)

Colour: Four colour process can be used for the poster. It will be printed by

silkscreen process which means the colours can be bold and bright.

Copy: Twilight at the Melbourne Zoo. 5-9 PM every night January and February.

The headline is up to you. It should be short and snappy, remember that buses can move

quickly, not leaving long to get the message across.

31


B R I E F 9


Research:

Photograph the advertising on the side of buses. Examine the image and type sizes. Visit your

local Zoo and photograph animals for reference.

If that’s not possible, collect images from old magazines and build up a reference file.

Presentation:

Mount the photographs of bus advertising and annotate the photographs.

Prepare a number of thumbnails to show your design. Select the best and produce a felt pen

presentation visual. The visual should also show the poster to scale on the side of a bus.

Mount these visuals ready for presentation.

P r o j e c t : P o s t e r f o r t h e Z o o

32


B R I E F 1 0


P r o j e c t : L o g o t y p e f o r s u r f p r o d u c t

company

Aim:

To design a logo for a new surf product company called TUBES.

Background:

TUBES has been set up to produce a range of surf products including; surf boards, boogie

boards, wet suits, sun glasses, hats, shorts and tops.

They need a logo that will appeal to their target market, 14-18 year olds. The image they

want to portray is sun, surf and fun. The logo should be designed to work as a small image

as on a clothes tag or large as on a billboard at surf carnivals. They want you to conduct

some research on the images and colours that will work best for this target market.

Specifications:

Colours: The number of colours is up to you. The word TUBES must be used in the logotype.

Research:

Visit surf shops and examine logos. Check surf magazines for advertisements for competitor

products. Design and produce a survey form to find out what colours appeal to the target

market. Collect reference material of surf images and other logos.

Presentation:

Mount other logos with your analysis of them. Relate your analysis to the research you have

done with the target market.

Prepare a number of thumbnails to show your design. Select the best and produce a felt pen

presentation visual. The visuals should also show the logo as used on a number of products

and as signage.

Mount these visuals ready for presentation.

33



DESIGN GRAPHICS

Digital Publishing magazine

Colin Wood, Design Graphics Pty Ltd.

GRADUATE OPPORTUNITIES 1994–1995 - Official Handbook of the

Graduate Careers Council of Australia

Trotman Australia, 1994

LOOKING AHEAD - Third Edition

Susan Barr and Greg Young, VCTA Publishing, 1991.

MANIPULATING SPACE

Basic design and layout studies for Graphic Communication

Jack Larkin Nelson Publishing

NAKED AT THE INTERVIEW - Tips and Quizzes to prepare

you for your first real job

Burton Jay Nadler, John Wiley & Sons Inc., 1994.

STEER YOUR OWN CAREER

Bob Bisdee, Penguin Books, 1986

TARGETING SUCCESS - From a Woman’s Point of View

Margaret Christie, William Heinemann Australia and Rene Gordon, 1986.

THE RIGHT JOB FOR YOU

Dr. John Nicholson and Susan Clemie, Wrightbooks, 1990.

THE STREET SMART WAY TO A JOB!

Thomas, R. Furr, Denlinger’s Publishers, Ltd, 1992.

UP THE LADDER WITHOUT THE SNAKES.

Your Guide to Career and Personal Success in the 1990s

Don Clayton, McGraw-Hill Book Co. Australia 1991

THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE

Stephen R. Covey, The Business Library, 1994.

References

34



A WORK EDUCATION RESOURCE BOOK - Revised Edition

Jeff Tellefson, Education Centre, 1992.

HINTS ON HOW TO GET JOBS

Department of Employment, Education and Training,

Australian Government Publishing Service, 1987.

HOW TO LAND THE JOB YOU REALLY WANT

Meadow Lea

JOB TEST

Teachers Handbook

READY, SET, GO!

Sponsored by Commonwealth Bank

REAL SKILLS, REAL JOBS, FOR THOUSANDS OF YOUNG AUSTRALIANS

Group Training Australia

TERTIARY PURSUIT

Katherine Lock, Fernbrook Publishing, 1987.

WOMEN AND WORK

Women’s Bureau, October 1993

WORK, LOOKING AHEAD

VCTA, Youth Guarantee

Other Resources

xThe AGDA web site at www.agda.asn.au gives more information about graphic design and

graphic designers in Australia.


Fur ther In format ion


Documents

AGDA Wo r k e x p e r i e n c e k i t