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Final Major Project Pack

UAL

Diplo

ma

Grap

hic

Desig

n

&

Anim

ation

Tutor

:

Colin

UAL Diploma Graphic Design & Animation

Tutor: Colin Flint

Year 1

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Statement of Purpose

UAL Level 3 Diploma in Art & Design (600/2827/0) Overview The University of the Arts London Awarding Body Level 3 Diploma in Art & Design has been designed to provide young people with the skills, knowledge and understanding necessary to progress to degree level study in art and design, or into employment.

It provides an opportunity for those who have an interest in the visual arts to explore, develop and test their creativity within a qualification structure which is stimulating and demanding and provides a supportive transition from further to higher education.

It is generally delivered over one year and will enable learners to develop a portfolio of work that could support progression into a range of higher education courses, usually in conjunction with other Level 3 qualifications. Most learners will progress to the UAL Level 3 Extended Diploma in Art & Design, or the Level 3 or Level 4 Diploma in Foundation Studies -­ Art & Design.

The purpose of the qualification is further defined by its aims, which are to enable the candidate to:

1. Have a critical and contextual awareness of different perspectives and approaches within art, design or related subjects of study or work

2. Research, analyse and evaluate relevant information and ideas in order to develop creative solutions

3. Understand, adapt and safely use appropriate and practical methods and skills for creative production

4. Solve complex problems through the application of art, design or related practical, theoretical and technical understanding

5. Critically review the effectiveness and appropriateness of methods, actions and results

6. Use evaluative and reflective skills in order to take responsibility for own learning, development and decision-­ making

7. Take responsibility for the research, planning, time management and actions to access progression opportunities

8. Effectively present themselves and their work to appropriate audiences.

The content of the UAL Level 3 Diploma in Art & Design was developed collaboratively with representatives from universities, further education colleges and 6th form colleges to ensure that it provides students with the skills, knowledge and understanding they need to progress into higher education, further education or other training opportunities.

The qualification is recognised as fulfilling entry requirements to a range of higher education courses, either in its own right or alongside other Level 3 qualifications, by institutions including Arts University Bournemouth, Ravensbourne, and University for the Creative Arts and Leeds College of Art. The qualification attracts 36, 64 and 84 UCAS tariff points for Pass, Merit and Distinction grades respectively.

The qualification is rigorously assessed via a process of internal assessment and external moderation of a final major project. The assessment is summative, synoptic and graded. All UAL Awarding Body External Moderators are subject specialists and are carefully selected, trained and monitored.

The qualification is primarily 'Applied General' in nature, which means it is for students wishing to continue their general education at an advanced level through applied learning.

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FMP Targets

FMP ………………………………………………………. Name ……………………………………………………

What is my Target Grade?

What do I do well?

From my feedback this year what do I need do include in my assignments?

What do I need to improve on?

How do I get my target grade?

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Creating a Successful Sketchbook

Stages of the design cycle:

1. Brief analysis

2. Research

3. Experimental research

4. Ideas development

5. Planning

6. Production

7. Final design

8. Evaluation

Successful sketchbook:

Each assignment will require a well thought through and comprehensive sketchbook in order to

achieve a good grade. A good sketchbook will evidence visually the following content:

Brief analysis:

A clear analysis of the brief which sets out its requirements, audience considerations, problems,

potential for research, potential for feedback and evaluation, along with how you intend to manage

the process of the development of your assignment.

Usually written or mind map, which may include visual examples to support your discussions.

Research:

Research should be considered and supportive of the ideas and intentions you wish to follow.

Research is not for its own sake. You should investigate the work of other designers and artists which

are relevant to your ideas and the theme of the brief. You should investigate relevant techniques,

styles, principle, elements, composition, visual language, and contextual references in order to

support your assignment development.

Research should be presented visually with supporting notes.

Experimental research:

Experimental research is research that is done by trialling and testing with a range of different ideas,

materials and technique, compositions, principles and elements, in order to inform ideas for your

work. This can be done altogether or as you research and find techniques and ideas you want to try

out. You could also emulate the work of other designers in order to find out how their work was

created, along with alternatives using modern techniques. This usually naturally supports the ideas

generation process.

Experimental research should be presented visually with supporting notes.

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Ideas development:

Ideas can be taken from a range of sources and should be influenced by your research, and

experimental research. You should have a number of ideas at this point and begin to sketch out what

you might create in the form of thumbnail sketches. Feedback from peers, tutor, and client is always

important at this time.

Ideas development and feedback should be presented visually with supporting notes.

Planning:

Planning follows closely after ideas development and should include more detailed coloured

drawings, mind maps, design boards and concept boards of the ideas you have decided to take

forward, based on feedback and consideration. You should consider the materials and techniques

you intend to use at this point also. You should also consider the client and seek feedback via

presentation of ideas, design boards, or concept boards.

Planning should be displayed visually in your sketchbook and annotated.

Production & development:

The production of your design work may include digital and traditional techniques. You should record

the development process in your sketchbook, creating screen-prints at regular intervals and

discussing your use of materials and techniques, software and tools, or traditional methods as you

work. You should reflect on and evaluate your progress regularly, and make relevant changes as you

work.

Production and development should be displayed visually in your sketchbook and annotated.

Final Designs:

Your final designs should be presented in your sketchbook and annotated to explain your reasons for

doing what you have done, your choice of layout, principles, composition, materials and techniques

etc. You should also professionally print your final designs and mount them ready for display.

Evaluation:

You should start your evaluation as early as possible in order to record the design process. Your

evaluation should take the form of a journal which explores the development of your work from the

beginning, but especially from the point where you have started to develop ideas. You should discuss

what you have done, what you have learnt, what worked or didn’t, and why, what you will take

forward, and what you will do next.

You should also create a final evaluation which explores the success, or not, of your designs, and how

well they fulfil the purpose they were intended for.

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Brief Analysis

What are you required to do?

How do you intend to fulfil the brief?

What do you need to understand?

What research do you need to carry out?

What contextual figures can help support your work?

How will your research support your work?

How will you know if you are doing the right things?

What materials, techniques, and processes will you use?

Are there restrictions within the brief that you need to adhere to?

Who is your audience and how will this affect the work you produce?

Audience Considerations

When thinking about our audience what do we need to consider?

Who is your intended audience?

How might this affect your designs?

How do you intend to communicate with your audience?

How will you know if you are communicating with your audience effectively?

What demographics (statistical data relating to the audience and particular groups within it) do you

need to consider? For example:

Age, culture, male/female,

Inclusivity, suitable for all ages,

Non-offensive

Analysis of Artist Work

To evolve our research techniques further we need to adopt the following steps:

Evaluation – what are your thoughts/feelings about the design/artwork, and why is this?

Subject – what is the image about, how do you know this?

Elements – formally analyse the elements and layout.

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Materials – what materials and techniques have been use, and why?

Intention – what is the designer/artist saying/expressing to the audience, and how?

Opinion – what is your opinion of the design/artwork, and why?

Comparison – what can you compare the design to?

Relevance – how relevant is the design to you, how do you plan to use your findings?

Evaluation Structure

Explain

•Explain your intention. What were you trying to achieve when you were producing this idea; what is it about; what were you trying to communicate? Describe your final outcomes.

Criticise

•Point out the strengths of the outcomes; and the areas that could be improved. Discuss the success of chosen and used materials, processes or techniques to create this piece.

Problem solve

•Discuss any problems you encountered and any solutions you devised. Identify any methods of improving the piece. What barriers will this help you overcome in future shoots?

Make Links

•Describe how your idea has developed from initial inspiration to your final piece. Explain, compare and show links to the work or other practitioners who may have influenced your idea. Articulate and explain the connections to your research. Does it fit into the intended context?

Move it on

•Summarise to what extent your final piece realises your intentions. Explain what you will do to help you move your project forward. Set yourself Specific, Measureable, Achievable, Realistic and Timely based targets. Where will you begin investigating for inspiration and research?

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Overall Evaluation

• What was the theme for the project?

• How have you developed your ideas?

• What was your research and how did you use it?

• What materials, tools and techniques were used in the research you found? Have you utilised

these in your own work?

• How have your skills developed during the project?

• How have you used formal elements such as line, shape, colour, space and texture?

• How have you used principles such as Rule of thirds, modular grids, and hierarchy?

• How does your work communicate with the audience?

• What materials did you use, and why? Did they work successfully?

• What meaning and messages did you want to convey and were you successful?

• Are you happy with your final piece? Are there any elements you like in particular?

• Is there anything you would change? Why?

• Overall, how effective do you think your designs are, and why? Could you improve them? How?

Reflective Journals

Your journal should be closely related to your work and kept at all stages of its development, and

include such things as:

Evaluation & reflection:

How did it work, or not, why?

Did it contribute to the development of my design work, or not, why?

What did I find out by doing it, how can I use this to support better design work?

What do I need to do to find out more about this, how will this support the development of better

design work?

How does this relate to my research, why?

Was my research supportive, how?

Planning:

What do I need to do next, how, why?

How long do I intend to spend on this?

How will this help me to develop my work?

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Key Verbs

Analyse

Compare

Contrast

Critically Evaluate

Describe

Discuss

Evaluate

Explain

Interpret

Justify

Summarise

Set two or more items or arguments in opposition so as

to draw out differences. Indicate whether the

differences are significant. If appropriate, give reasons

why one item or argument may be preferable.

Weigh arguments for and against something, assessing

the strength of the evidence on both sides. Use

criteria to guide your assessment of which opinions,

theories, models or items are preferable.

Write about the most important aspects of (probably

including criticism); give arguments for and against;

consider implications of

Examine in very close detail; identify important points

and chief features

Draw out the main points only omitting details or

examples

Show how two or more things are similar. Indicate the

relevance or consequences of these similarities

Make clear why something happens, or why something

is the way it is.

Give the main characteristics or features of something,

or outline main events.

Assess the worth, importance or usefulness of

something, using evidence. There will probably be

cases to be made both for and against

Give meaning and relevance of the data or other

material presented

Give evidence which supports an argument or idea;

show why a decision or conclusions were made,

considering objections that others might make

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Sentence Starters

On the other hand…

To emphasise…

To Juxtapose…

This piece embodies…

This image is metaphonic because…

On top of that…

That brings me to…

This shows contrast because…

This photo portrays…

This coincides…

In relation to…

Inspired by …

This create the feeling of…

The emotions conveyed through …

On the other hand…

Furthermore…

The central them…

The main reason…

In a nut shell…

On the contrary…

This demonstrates…

The outcomes is…

After examining…

Initially…

The key aspects…

Gradually…

This implies…

In general…

I believe that…

Graphic Design Vocabulary

A

Abstract mark

AI

Alignment

Analogous

Ascender

Asymmetrical

B

Balance

Banner

Baseline

Bleed

Body Copy

Body text

Brand

Brand Identity

Brandmark

Breadcrumb trail

C

CMYK

Colour

Colour theory

Complementary

Composition and

layout

Contrast

Cool Colors

Crop

D

Descender

Die Cut

Display Typeface

DPI

E

Emblem

Emphasis

EPS

F

Foil Stamping

Font case

Font spacing

Font style

Font types

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Font weight

Footer

G

GIF

Golden ratio

Gradient

Grayscale

Grayscale palette

Grid

H

Header

HTML

Hue, tint, tone and

shade

I

Image file formats

Italics

J

JPEG

K

Kerning

L

Landing page

Leading

Legibility

Lettermark

Letterpressing

Links

Logotype

Lorem ipsum

Lowercase

M

Margins

Mascot

Median/x-height

Mock-up

Modular grid

Monochromatic

Monochrome

Movement

N

Navigation

O

Opacity

P

Palette

Pantone

Pattern

PDF

Photography &

Artwork

Pictorial mark or

symbol

Pixels

PNG

Point size

PPI

Proportion

Proximity

PSD

Pull Quote

R

Radial

Raster graphics

Repetition

Resolution

RGB

Rhythm

Rule of thirds

S

Sans Serif Typeface

Saturation

Scale

Script

Script Typeface

Serif Typeface

Sidebar

Slab Serif Typeface

Small caps

Stock Photo

Symmetrical

T

Texture

Thumbnail sketch

TIFF

Tracking

Triadic

Trim

Typography

U

Unity

Uppercase

User interface (UI)

V

Variety

Vector graphics

Visual direction

Visual Hierarchy

W

Warm Colors

Web & digital

Web page

elements

White Space

Widows & orphans

Wireframe

Wordmark

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Accurate Harvard Referencing

In order to have an accurate record of what you have researched and therefore an accurate

reference, it is important that you write down the details of your sources as you study. For each

reference, clearly record the following information for future reference.

For books record:

• The Author’s or editor’s name (or names)

• The year the book was published

• The title of the book

• If it is an edition other than the first

• The city the book was published in

• The name of the publisher

For journal articles record:

•The author’s name or names

• The year in which the journal was published

• The title of the article

• The title of the journal

• The page number/s of the article in the journal

• As much other information as you can find about the journal, for example the volume and

issue numbers

For electronic resources, try to collect the information on the left if it is available, but also record:

• The date you accessed the source

• The electronic address or email

• The type of electronic resource (email, discussion forum, WWW page, etc.)

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Extended Diploma in Art & Design Project proposal template: Guidance for completion

In producing the project proposal, and in preparing for the project realisation you should familiarise yourself with Unit 8 of the qualification.

In particular, you should understand the assessment and grading criteria which will be used to determine standards of achievement.

Units 8 requires you to produce a project proposal of about 500 words, excluding the project action plan and bibliography. Project proposals should not be so succinct that they do not address the requirements listed below, nor should they be excessively long and unfocused.

Your project proposal should be sufficiently challenging to ensure you have the best possible chance of meeting the grading criteria.

Your project proposal should include:

Centre name and number

Candidate name and number

Project proposal title and date

Main area of activity/ pathway.

The project proposal must be word processed and presented under the headings listed here:

Section 1 - Rationale

(Approximately 150 words)

This section provides you with an opportunity to reflect on, review and summarise your progress and

achievements through the first 8 units of the qualification.

You should outline the knowledge, skills and understanding you have acquired. What you know now,

and what it means to you, compared with what you knew and could do before you started the course,

and how this has influenced your choice of discipline or disciplines and your project proposal.

It also provides an opportunity for you to explain your reasons for choosing a particular discipline or

disciplines and to outline both your immediate and longer-term aspirations.

Section 2 – Project concept

(Approximately 250 words)

This section provides an opportunity for you to clearly explain the concept and aims of your project,

production or performance and the research and ideas that will support its development. What you

anticipate producing, the levels and types of resources that you will need and an indication of the

form in which you will complete and present your final realisation within the allocated timescale.

This might include an indication of when and how you will use studios, equipment and other

resources, how you will make use of tutorial and peer feedback and where you will incorporate

independent study.

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Section 3 - Evaluation

(Approximately 100 words)

This section provides an opportunity for you to explain how you will reflect on and evaluate your

work, as both an ongoing activity and at the conclusion of your project.

You should describe how you intend to record your decision-making and how you will document

changes to your ideas as your work progresses.

The evaluation should be referenced to your stated aims and be reflective and analytical rather than a

description of actions completed.

When working in collaboration with others you should comment on how this may impact either

positively or negatively and steps you can take to minimise disruption in your own progress.

Additional requirements, not included in the 500 -word limit of the proposal:

Project action plan and timetable:

This section provides you with an opportunity to outline your planning and organisation over a period

of weeks and the activities you will need to carry out in order to successfully complete your project in

the agreed time frame. The more time and thought you give to planning your project, the more

successful it is likely to be.

It is important that you consider how you will balance ambition, time and realism in the realisation of

the project. You should also include what you are going to do, how you will do it and by when.

Remember to include: time spent sourcing materials and other resources to conduct research, seek

feedback from tutors and peers, and identify when you will carry out independent study.

Bibliography (Harvard Format):

This section provides an opportunity to record the initial research sources, both primary and

secondary, that you intend to use.

Your sources of research should be as wide as possible and could include libraries, galleries, books,

magazines, films, computer games, websites, blogs, social media, radio programmes, archive material

etc. Where appropriate, you should use the Harvard system of referencing. The bibliography should

be continuously updated as the project progresses.

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Extended Diploma in Art & Design

Unit 8 Project Proposal

Candidate Name

Candidate Number

Pathway

Project Title

Section 1: Review (approx. 150 words)

Section 2: Project Concept (approx. 250 words)

Section 3: Evaluation (approx. 100 words)

Proposed Research Sources and Bibliography (Harvard Format)

Centre Name

Stratford upon Avon College

Centre Number

3130

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Project Action Plan and Timetable

Week Date Week Beginning

Activity / What you are intending to do - including independent study

Resources / What you will need to do it - including access to workshops

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UAL Level 3 Diploma | 6 Grading Themes Matrix

Pass To achieve a Pass grade a candidate must achieve all of the assessment criteria listed within Unit 8.

Merit To achieve a Merit grade a candidate must achieve all of the assessment criteria listed within Unit 8 and must additionally meet the entire Merit grade criteria listed here.

Distinction To achieve a Distinction grade a candidate must achieve all of the assessment criteria listed within Unit 8 and must additionally meet all of the Merit grade criteria and the entire Distinction grade criteria listed here.

Context

Referral If a candidate provides insufficient evidence to meet all of the assessment criteria then that candidate is referred. The candidate has one further opportunity to redeem the referral by the submission of additional evidence within a timeframe agreed by the Centre and confirmed to the Awarding Body.

Fail If the candidate is unable to provide further evidence that meets the assessment criteria then they will receive a Fail grade.

Analyse the requirements and parameters of an art and design project.

Analyse the requirements and parameters of an art and design project to a high standard.

Analyse the requirements and parameters of an art and design project to a very high standard.

Research

Analyse a range of research sources to support an art and design project.

Analyse a range of research sources to support an art and design project to a high standard.

Analyse a range of research sources to support an art and design project to a very high standard.

Problem Solving

Interpret research activity to develop ideas and creative proposals.

Interpret research activity to develop ideas and creative proposals to a high standard.

Interpret research activity to develop ideas and creative proposals to a very high standard.

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Planning and Production

Referral If a candidate provides insufficient evidence to meet all of the assessment criteria then that candidate is referred. The candidate has one further opportunity to redeem the referral by the submission of additional evidence within a timeframe agreed by the Centre and confirmed to the Awarding Body.

Fail If the candidate is unable to provide further evidence that meets the assessment criteria then they will receive a Fail grade.

Demonstrate the ability to plan, organise and develop an art and design project.

Demonstrate the ability to plan, organise and develop an art and design project to a high standard.

Demonstrate the ability to plan, organise and develop an art and design project to a very high standard.

Practical Skills

Apply practical skills and theoretical knowledge and understanding to complete an art and design project within an agreed timeframe.

Apply practical skills and theoretical knowledge and understanding to complete an art and design project within an agreed timeframe to a high standard.

Apply practical skills and theoretical knowledge and understanding to complete an art and design project within an agreed timeframe to a very high standard.

Evaluation and Reflection

Critically evaluate an art and design project against the agreed requirements and parameters.

Critically evaluate an art and design project against the agreed requirements and parameters to a high standard.

Critically evaluate an art and design project against the agreed requirements and parameters to a very high standard.