College of Mount St. Joseph
Department of Art
Course Syllabus S2-04
GRD 256 / Graphic Design 2: Aesthetic Communication
Wednesday / Room 204
(01) 12:45p - 3:35p   (06) 6:00p - 8:50p
Graphic Design Program

Instructor:  Kathy Salchow
Office: 206 Art Building
Telephone: (513) 961-1456

"In graphic design, conceptualism, intellectualism or technology can never be substituted for a visual education. Visual acuity is the platform upon which design practice in communication, problem solving or technology are superimposed."   Rob Roy Kelly: This & That: Design

Course Objectives
The second semester class will continue in the same format as Graphic Design 1, progressing to compound visual communication studies. All assignments will address visual perception abilities applied to the correct aesthetic marriage of form and content. Grid will be heavily studied in this class. Every student will develop a strong and reliable design process, that will be useful in the future MSJ graphics classes and the profession.

Learning Outcomes
1. to improve rational design thinking and visual decision making, based on the fundamental exercises of first semester
2. to develop creative problem solving skills, and research habits
3. to apply more complex elements to design projects, utilizing alternatives from other classes (digital, drawing, 3-d, photo)
4. speak effectively during weekly verbal presentations (critiques)

Instructor's Texts
Paul Rand: A Designer's Art, Paul Rand. 1985
Weingart: TYPOGRAPHY, Wolfgang Weingart. 2000
Make It Bigger, Paula Scher. 2002

Supplemental Reading
A History of Graphic Design, Philip Meggs.
Print, ID, Wired, Eye, HOW, and Graphis magazines

Class Procedure
Regular class attendance, as this is a studio class.
Participation, and representation at all class critiques.
Self discipline in meeting project deadlines.
Appropriate research studies required on all assignments.
Critiques will take place at the first of each class meeting.
Come prepared to work in class, each week, with the instructor.
Preliminary critiques will take place before dismissal.
There will be no extra credit or make-up work allowed in this major class.

Attendance Policy
10 minutes late = 1 tardy
3 tardy = 1 absence
3 absences = 1 grade drop
3 absences in succession suggestion to drop this class

Evaluation is based on:
1. attendance and number of assigned projects completed
2. clarity and success of design concepts represented in final critiques
3. original and innovative applications of type and image
4. progress of design understanding and use of grid placements
5. self motivation and serious attitude about your design work
6. satisfactory research and concept refinement (design process)

Design Process
Graphic Design is visual communication. Often, the most simple message is the most correct, but rarely the first idea that yields the best solution. It is important that the student t learns to articulate the visual principles and organize appropriate information, which is necessary to solve that specific design problem.
All projects of this semester will involve this design process:
1. identify the issues and objectives (project assignment)
2. gather information and familiarize self with content and sources
3. analyze the collected data
4. experiment with ideas and imagery
5. evaluate alternatives in relation to the objectives
6. focus and develop

Supply List
x-acto knife
15 - 18 inch steel ruler
drawing pencil and eraser
black and white plaka + small and medium round tipped watercolor brushes
permanent black fine line and broad tipped markers
rubber cement glue + pik-up

Class Fees / furnished supplies
bristol paper tablets + quadrille pad + tracing paper + additional black and white plaka +additional supply of rubber cement glue + thinner + replacement x-acto blades.

TENTATIVE assignments
completion of the leaf series booklet / will be reviewed in the first 2 weeks of the semester /
this booklet must be included in the graphic design sophomore review in February
grid / folded booklet
complete alphabet / grid & type exercise
word communication
simple label (popcorn or peanuts)
shopping bag
name / signature design
E A R T H
folded format / EARTH  continued
t-shirt design