WEEK 3: Oct 9th – Oct 13th

In class:

We'll be reviewing Designer Job Descriptions and how the roles might work within a company. How do these roles translate to our class/program. After this discussion we will have presentations and a critique on Project 1.


There will be a lecture and show and tell about letters – their form and basic structure. And there will be a slide presentation of Edward Fella's and Paula Scher's work.

Homework Warm-Up Exercise:

Use only type to create a visual representation of an assigned word. The finished work must be in black an white on an 9” x 12” sheet of white paper. (I say 9”x12” only because I want the visual word to be large enough for the entire class to see it from a distance.)

You wlll be working with type to create a voice and personality. Choose one typeface from this list for the assigned adjective or noun:

Click here for list of typeface choices for homework assignment (PDF file)

Adapt, distress, deconstruct or personalize the typeface chosen to create a visual representation of the assigned word. Incorporation of icons and/or images within the visual representation is not permitted. You can work in any medium: pencil, xerox, construction paper cut outs, etc but the finished work must be in black an white on an 9” x 12” sheet of white paper. Work will be due next week for review and group discussion.



Required reading:
Design career paths

Recommended reading:
Landa Chapter 4 (To read just the chapter notes click here)
Designer career paths from Heller, pgs: 17, 25–34, 56–58, 72–76, 98–100, 114–115, 121–123, 144–146, 158–160, 184–186, 222–223

"How to" files:
Typeface choices for homework assignment (PDF file)



Elements of Design (PDF file)

Gestalt Presentation (PDF file)

Armin Hoffman (PDF file)

Edward Fella & Paula Scher (PDF file)

Chermayeff & Geismar (PDF file)

Saul Bass (PDF file)

Multiple Designers (PDF file)



Syllabus (PDF file)

Anatomy of letters (PDF)

Critique Guide (PDF file)

Typeface choices (PDF file)

Logo Process (PDF file)

Chapter 1 & 2 Outline (PDF file)

Chapter 3 Outline (PDF file)

Chapter 4 Outline (PDF file)

Chapter 5 Outline (PDF file)

Chapter 6 Outline (PDF file)

Chapter 7 Outline (PDF file)

Chapter 8 Outline (PDF file)



Using the Classroom Scanner (PDF file)

How to Survive Critique

Critique Guide (PDF file)

Prepping your 2x2 shape

Printing b&w and color (PDF file)

Loading fonts into Suitcase (PDF file)



Anatomy of letters

Pentagram site (Paula Scher)

Paula Scher video

Edward Fella site (Personal site)

Chermayeff & Geismar

Frida Clements

Invisible Creature

Emory Douglas

Jeff Kleinsmith / Patent Pending industries

Jessie LeDoux / LeDouxville

Sasha Barr

Gig Posters

American Poster Institute

13 African American Graphic Designers You Should Know, Part 1

13 African American Graphic Designers You Should Know, Part 2

Kenya Hara

Saki Mafundikwa

Jessica Walsh

AIGA symbol sets

Ji Lee - Word As Image

Visual Words/Wordmarks



Cooper Sinai-Yumker

Gabriel Herrin

Yasu Fukada

Janell Langford

Jessica Ornelas

Sam To

Jake Breish

Annette Borowski

Peter Wogstad

Nathaniel Bergstein

McKenna Nicole Green

Wynn Adele Barnard