Graphic Design Theory Fall Course

DMA-253-01 | Graphic Design Theory & Practice | Gibbons Hall, RM 212 | FALL16 - 09:20 AM - 10:45 AM
NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Instructor: Justin Jones
Email: jjones23@ndm.edu
Office:TBD
Hours: TBD
1
TIME/PLACE
9:20 am – 10:40 am | August 24 - December 13 | Gibbons Hall - RM 212
OVERVIEW
DMA – 253-01 is an introduction to the theory and practice of Graphic Design. Subjects covered include
career possibilities, current trends, issues, and practices in the industry. In addition, basic theories, tech-
niques, and processes involved in solving visual communication problems will be introduced.
Here you will learn the basic principles of visual communication and how to apply them in collaboration
with design methodologies in order to solve communication and design problems. With this, we will begin
to understand the psychological attributes behind brand management, techniques, tools, and strategies
that combine to make up visual communication. We will take the basic concepts of design and apply to
real world projects. This is will lead us to an understanding of how to: create work that communicates ef-
fectively by considering the audience, interpret information, and display it using logical, interesting design
techniques for “situational design”.
Topics covered will include basic comprehension of design terms and composition, fundamentals of
typography, designing on the grid, branding, publication design, and infographic design. As this course
is an introduction to the main principles of graphic design, we will be discussing the theories and prac-
tical implementation when creating designs that convey information, suggesting thought behind brand
accountability and methods to attract viewers based off of the “project proposal/brief” or “request for
proposal/design”.
MATERIALS, SUPPLIES & BOOKS
Sketch Book – 8.5 x 11 in Hardbound Sketch Book
Pencil(s) standard number #10 or .05 or .07 mm mechanical pencil with 2H lead
Sharpie Fine Point & Ultra Fine Point permanent markers (Start with 2 each)
1 GB + USB memory stick (for temp storage and transfer of digital files)
1 Subject Standard Note Book
16 x 20 black presentation board (recommended 10 pack of pre cut boards)
Color Markers
3M Spra-Ment spray adhesive
BOOKS
2008, Graphic Design: The New Basics – Ellen Lupton and Jennifer Cole Phillips
2009, Graphic Design Theory: Readings from the Field – Helen Armstrong
GD USA – Free Subscription* – www.gdusa.com - Not required but recommended*

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
2
COURSE OBJECTIVES
In this course, the student will:
• Learn about the cultural role of the graphic designer in the world today.
• Learn about the breadth of mediums and industries that graphic designers can work.
• Become informed on current cultural and technological issues affecting the profession today.
• Gain an overview of the theory/process used in solving a graphic design problem.
• Learn why a graphic design education is beneficial to future practitioners.
• Learn about the different professions that graphic designers collaborate with (i.e. illustrators,
copy writers, photographers, etc.).
• Become exposed to the visual possibilities of graphic design today.
• Appreciate the power of words and images in graphic design.
• Generate typographic treatments, images, illustration, and/or photography as needed – in
various styles and forms, using a variety of techniques.
• Employ sound design processes and methodologies.
• Develop original design solutions from concept to final execution.
EVALUATION
Students will be graded on the following categories:
Fundamentals: The use of fundamentals discussed in class: theories, execution, methodologies,
forward thinking, principles, balance, whitespace, branding, unity, layout and most importantly, concept.
Design: How a problem is solved with relevant and appropriate solutions.
Innovation: Imagination in design interpretation.
Craftsmanship: Resourcefulness and skill in producing finished concepts.
Preparation: Turning in all assignments and samples on time. Late work will be downgraded at a rate of
one letter grade per week.
Participation: Actively paying attention and adding relevant comments to class discussion and critiques.
Professionalism: Following the established guidelines and acting in an appropriate manner.

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
3
WORK
Exercise: Designed to utilize conceptual thinking, design fundamentals and to begin the exploration
process. (Missed classes will receive no credit).
Projects: Created to simulate a real work environment utilizing research, design fundamentals and tak-
ing them deeper into realistic detail. Each project must be turned in as a final comp as well as any native
files ZIP’ed and sent to instructors email (late project grades will be downgraded one full letter grade per
week past due).
Ideabook/Sketchbook: Students are to bring their ideabook/sketchbook with them to each class to keep
a progression of ideas, thoughts, sketches, and design comps. This should be a great place to keep a
progression of your ideas and a source for future ones.
What’s Cool Weekly (WCW): Students are to find 1 sample of either interesting design or as work that is
not successful on a weekly basis as source of design inspiration to be called upon as needed. The exam-
ples are to be presented and discussed at the end of each week. The examples should be arranged with
a brief description of why you think this is successful or not and what makes it interesting to you. When
writing the description, students are to take in consideration the design principles displayed and why they
are successful or not. The examples are up to the student: from website layout to product design. The
student is to describe what makes this piece of inspiration “cool” to them. Students are to create a binder
box or any type of the students choosing. This can/should be used as a reference during class, as well
as in the future, as your academic and professional careers progress.
STUDENT RESPONSIBILITIES
Students are expected to respond to each assignment with passion. This means that research eval-
uation, documentation, design, presentation and contribution to in-class discussion is expected to be
comprehensive, accurate, appropriate, and well thought out.
GRADING
Grades are based on the following criteria:
• Quality of work - Did the deliverable products satisfy the objectives of the assignment
• Degree of passion - Attendance, participation, and contribution to in-class activity.
• Professionalism - Overall performance (work and attitude).

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
4
Grades will be calculated on the following:
Assignments 20%
Midterm 30%
Final 30%
“WCW” Case Studies 10%
Participation 10% (Students will receive a grade for each class session)
Grading Scale:
[A] EXCEPTIONAL: Students do more than what is expected of them. Quality work is completed on
time with enthusiasm, well-formulated ideas, exceptional research, excellent writing. Students attend all
classes and uses the time in class constructively. [A: 100-93]
[B] GOOD: Students do what is expected of them. Work is completed on time, with enthusiasm, well
formulated ideas, strong research, good writing. Students use the time in class constructively. [B+ 88-92]
[B: 87-82]
[C] SATISFACTORY: Students do most of what’s expected of them. Average work is completed on time,
with interest, some good ideas, some research, good writing. [C+: 81-77] [C: 76-70]
[D] POOR: Students do less of what is expected and miss classes. Work is not completed on time; little
interest is shown, underdeveloped ideas, little research, poor writing. [D: 69-60]
[F] FAILING: Self-explanatory [F: 59-0]
BEHAVIOR
1] MANNER - Students are expected to conduct themselves as professionals, treat others with
respect, and take proper care of the studios, labs, and equipment. Students are to arrive to class
on time, prepared with all assignments, materials and ready to work.
2] COMMUNICATION - Students are expected to check their school email on a regular basis and
use Joule for assignment backups and grades.
3] CRITIQUES - It is essential that students participate in critical analysis; sharing observations, thoughts
and commenting on work. This is the way design teams work together to improve upon what they have
already accomplished. The comments are not and should not be taken personal in that way.
4] IDEAS - All ideas are welcomed and will be explored. Remember, there are no “stupid” questions.

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
5
PLAGIARISM
Plagiarism is stealing. Any work submitted for class credit that is not entirely original (or, when appropri-
ate, attributed to source) will receive an “F” for the assignment. Should the same student submit plagia-
rized work a second time, that student will receive an “F” as his/her final grade for the class.
ATTENDANCE
It is essential that students arrive on time and prepared for each class session. Additional absences
beyond two (2) (without professor’s approval or proper documentation) will lower final grade by one
letter grade. Lateness and/or early departures will be counted as an absence per two (2) occurrences.
Tardiness past ten (10) minutes will not be tolerated.
SNOW DAY/ABSENCE
In the event of a snow day or class cancellation, students should check their Notre Dame email for class
instruction. Student absence – each student is responsible for finding out what was missed and gathering
assignments from another classmate. Work will be due according to the assigned schedule.
NOTES, HANDOUTS & WEBSITE READINGS
All course materials will be posted to Joule for review.
CLASS TOPICS/ASSIGNMENTS/READING
Segment 1: DMA – 253-01 begins with “What is a graphic designer?” - The design process begins with
an exploration of the role of the graphic designer in today’s society, the design thinking, and design pro-
cess. The topic is addressed in multiple interconnecting ways. Through class lectures, films, a writing
assignment, and a group project. Segment 1 has 3 points to focus on:
• What is a graphic designer? What’s their role? What industries do we work in?
• Design Process: How design thinking can provide innovative, creative solutions to a wide
variety of problems?
• Important issues and trends influencing and affecting current design thinking today
Segment 2: DMA – 253-01 continues with an exploration of the process of visual analysis. We will begin
with examining the interplay between the utilitarian function, the symbolic function, and the aesthetic
function of designed works. Designers shape messages, objects and spaces for certain desired out-
comes. To do this, designers must be able to express themselves in media other than words and sym-
bols. In this portion of the course, students will engage in an in-depth observation in ways and analysis
of these components through the process of visual analysis.

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
6
ASSIGNMENTS
Assignment 1: In the media based socitey that we live in, brochures, posters, advertisments, etc. permeate
the marketplace. One could make the arguement that the need for graphic designers is more prevanlent
than ever. However, with the presence of programs and sites like WIX.com, Microsoft Publisher, fivver
and 99designs.com (respectively), the role and importance of a graphic designer seems to be increasingly
undervalued and diminished. Even further, it seems like the time, effort and expertise of a designer has been
taken for granted. Your assignment – write a three (3) page essay on why/why not the role of the graphic
designer has been threatened in today’ s modern culture. When writing, think about what you already
know about the role and profession of a graphic designer, what preconceived notions about graphic
design you had/have, and what’s seen in today’s modern culture.
Assignment 2: After watching the episode of “The Pitch”, who do you think should or should not have won
the challenge? Your assignment – Write a two (2) page essay on which agency you believe should have
won the account. When writing, think about the concepts, theory, practice(s), execution, and the
presentation of the two agencies competing in the pitch.
Assignment 3: Generational Design - After discussing designing for millennial age, what integrations do
we as designers need to consider when starting a design project? Do we have to be a “Jack of All Trades”?
What things must we consider when designing today? Your assignment – Write a two (2) page essay on
what tools in our “digital toolbox” we must employ. When writing, think about the what displays, outlets,
platforms and professions a graphic designer must design for. Is this for digital or print? Will social
media be included, etc?
Assignment 4: Rebranding 101 - Excluding the 4 brand redesigns we discussed in class (Win: Southwest
Airlines and Johnnie Walker/ Fail: Yahoo! and Uber, pick one (1) orginal “win” redesign and one (1) original
“fail” design/rebrand to critique. Your assignment – Write a two (2) page minimum essay on why the re-
brands were both successful and unsuccessful. Why did they hit the mark? Why didn’t they? What could the
designer(s) have done differently? If you were given the brief, how would you as the designer approach the
project? When writing, think about the reading you have completed thus far and the topics discussed
in class. Look at color, typography, execution, and possible branding/visual constraints.

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
7
MIDTERM
KDGA/Columbia Business Exchange (CBX) Proposal - After reviewing the proposal submitted by KDGA
to the Columbia Business Exchange, you will take on the role of a design agency, equipped with designers,
illustrators, photographers (if applicable). The instructor will take on the role of Creative Director and client.
As the designer, you will team up with your fellow classmates to strategize and formulate (as a team) the
best practices, concepts and design mockups to present to the “client” for final review and submittal. Stu-
dents will be graded on design ideas, innovation, craftsmanship, budgetary constraints, preparation,
participation, professionalism and basic understanding of the graphic designer role given. Class
presentations will be given on the day of the midterm.
FINAL
KDGA/Colon Cancer Alliance (CCA) Proposal - After reviewing the proposal submitted by KDGA to
the Colon Cancer Alliance, you will take the role of a design agency, equipped with designers, illustrators,
photographers (if applicable). The instructor will take on the role of Creative Director and client. As the
designer, you will team up with your fellow classmates to strategize and formulate (as a team) the best
practices, concepts and design mockups to present to the “client” for final review and submittal. Students
will be graded on design ideas, innovation, craftsmanship, budgetary constraints, preparation,
participation, professionalism and basic understanding of the graphic designer role given. Class
presentations will be given on the day of the final.

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
8
WEEK 1
Thursday 8/25
WEEK 2
Tuesday 8/30
Thursday 9/1
09:20 AM -10:45 AM
Intro/Syllabus – What is a graphic designer to you?
Class Discussion: Graphic design and the
modern world today.
09:20 AM -10:45 AM
Designers Discussion: Social Stigmas: Current
and cultural issues affecting the design profession
today. How to combat these issues.
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: Jobs, terminology and
descriptions of a graphic designer.
WRITTEN ASSIGNMENT 1 GIVEN
Reading for Week 2
Creativeblog – 14 Biggest Challenges In Design Today
Graphic Design Theory, Readings from the Field – (pg. 12-24, pg. 26-32)
Graphic Design, The New Basics – (pg. 16-23, pg. 24-29)
CLASS CALENDAR & READINGS

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
9
WEEK 3
Tuesday 9/6
Thursday 9/8
09:20 AM -10:45 AM
Designers Discussion: The Design Process –
watch film “Helvetica” runtime 1h 20 min.
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: The Design Process
Discussion of film “Helvetica”.
Reading for Week 3
Graphic Design Theory, Readings from the Field – (pg. 58-68, pg. 69-79, pg. 80-89)
WEEK 4
Tuesday 9/13
Thursday 9/15
09:20 AM -10:45 AM
Written Assignment 1 DUE
Designers Discussion: Graphic Designer
collaborations and the power of Graphic Design
and marketing.
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: AMC’s “The Pitch”
What’s a design proposal? What’s in a brief? Un-
derstanding the “lingo (terms)”.
WRITTEN ASSIGNMENT 2 INTRODUCED
Reading for Week 4
Graphic Design Theory, Readings from the Field – (pg. 90-91, pg.92-94, pg. 96-100)

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
10
WEEK 5
Tuesday 9/20
Thursday 9/22
09:20 AM -10:45 AM
Designers Discussion: Understanding the de-
sign process and the theories used in solving a
graphic design problem.
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: What are the roles within
the designers profession(s)?
WRITTEN ASSIGNMENT 2 DUE
MIDTERM PROJECT INTRODUCED
Reading for Week 5
Prospects – What Can I Do With My Degree?
WEEK 6
Tuesday 9/27
Thursday 9/29
09:20 AM -10:45 AM
Designers Discussion: The Digital Toolbox:
Understanding the programs and outlets available.
WORK ON MIDTERM
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: Subliminal design:
Designing for an emotional response.
WORK ON MIDTERM
Reading for Week 6
Graphic Design, The New Basics – (pg. 78.121, pg. 122-152)

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
11
WEEK 7
Tuesday 10/4
Thursday 10/6
09:20 AM -10:45 AM
Designers Discussion: Exploring the visual
opportunities of design.
09:20 AM -10:45 AM
WCW Presentations
MIDTERM PRESENTATIONS DUE
Reading for Week 7
Graphic Design Theory, Readings from the Field – (pg. 168-173, pg 174 -178, pg. 180-187)
WEEK 8
Tuesday 10/11
Thursday 10/13
09:20 AM -10:45 AM
Designers Discussion: Designing for the client:
Designing with constrictions.
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: The client pays the bills,
but the customer is not always right.
WRITTEN ASSIGNMENT 3 INTRODUCED
Reading for Week 8
Creativeblog – The 5 Biggest Mistakes That Junior Designers Make
Graphic Design Theory, Readings from the Field – (pg. 188-197, pg. 198-199)

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
12
WEEK 9
Tuesday 10/18
Thursday 10/20
09:20 AM -10:45 AM
Designers Discussion: AMC’s “The Pitch”
The art of the “hard sell”.
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: The future of design:
What’s next in design trends?
Reading for Week 9
Fast Co. Design – The Most Important Design Jobs of The Future
Graphic Design Theory, Readings from the Field – (pg. 200-213)
WEEK 10
Tuesday 10/25
Thursday 10/27
09:20 AM -10:45 AM
Designers Discussion: Re-designing an already
existing design.
WRITTEN ASSIGNMENT 4 INRODUCED
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: Re-designing an already
existing design.(cont. if applicable).
What’s exactly in a design resume anyway?
Reading for Week 10
Creativeblog – 10 Steps To Redesigning A Brand Identity

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
13
WEEK 11
Tuesday 11/1
Thursday 11/3
09:20 AM -10:45 AM
Designers Discussion: The great portfolio
debate. What’s acceptable as a design portfolio?
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: The rights of the
designer: What are you entitled to?
Reading for Week 11
Millo – How To Build A Stellar Portfolio To Land Your Very First Freelance Gig
Graphic Design Theory, Readings from the Field – (p235-256)
Graphic Design, The New Basics – (pg. 267- 325)
WEEK 12
Tuesday 11/8
Thursday 11/10
09:20 AM -10:45 AM
Designers Discussion: Understanding the brief
budget: Limited funds and BIG ideas.
FINAL PROJECT INTRODUCED
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: Working with clients that
don’t understand design.
WORK ON FINAL
Reading for Week 12

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
14
WEEK 13
Tuesday 11/15
Thursday 11/17
09:20 AM -10:45 AM
Designers Discussion: 10 thing’s I wish I knew
earlier: Debunking myths and things they don’t
teach you in class...until now.
WORK ON FINAL
09:20 AM -10:45 AM
WCW Presentations
Designers Discussion: Web design and User
Experience Design (UX design): Why is it
important to understand in today’s culture?
WORK ON FINAL
Reading for Week 13
WEEK 14
Tuesday 11/22
09:20 AM -10:45 AM
Designers Discussion: Class free discussion:
What topics are you interested in knowing that we
haven’t discussed?
WORK ON FINAL
Reading for Week 14
Sitepoint – What Does a UX Designer Actually Do?
Graphic Design, The New Basics – (pg. 374-420)

NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016
syllabus
Office:TBD
Hours: TBD
15
WEEK 15
Tuesday 11/29
Thursday 12/1
WEEK 16
Tuesday 12/6
Thursday 12/8
WEEK 17
Tuesday 12/13
09:20 AM -10:45 AM
Designers Discussion: Class free discussion:
What topics are you interested in knowing that we
haven’t discussed?
WORK ON FINAL
09:20 AM -10:45 AM
WCW DUE
WORK ON FINAL
09:20 AM -10:45 AM
WORK ON FINAL
09:20 AM -10:45 AM
WCW RETURNED
WORK ON FINAL
09:20 AM -10:45 AM
FINAL PRESENTATIONS DUE

Graphic Design Theory Fall Course

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