3. Design is not the
narrow application of
formal skills, it is
a way of thinking.
- CHRIS PULLMAN
4. SYNOPSIS
The Evaluation and
Application project enables
us as undergraduates to
self reflect about our past
to understand who they
are, which will inform to
how they have got where
they are today and where
they want to go as design
professionals. As graphic
designers we have been
encouraged to present our
report as a personal written
and illustrated report that
will reflect some of the skills
we have acquired.
It is intended that part
of the illustrated report
will be in the form of an
interview from my tutor laid
out as a magazine piece.
The editorial design will
showcase the creative skills
developed and will help to
inform professional practice
when he leaves. This
piece of work will provide a
creative showpiece for the
portfolio and could be sent
out to potential employment
opportunities.
For the illustrated report
it is the intention to present
a series of viewpoints,
which have informed and
helped me to reflect on
previous experience and
has provided a focus for
me to consider where I
would like to aim to be.
A magazine and editorial
piece would be the
ideal vehicle for such a
proposition.
2
5. Graphic designer is
someone who creates
visual concepts, by hand or
by using computer software,
to communicate ideas that
inspire, inform or captivate
consumers.
Graphic design, also
known as communication
design, is the art and
practice of planning and
projecting ideas and
experiences with visual and
textual content. The form
of the communication can
be physical or virtual, and
may include images, words,
or graphic forms. The
experience can take place
in an instant or over a long
period of time.
They help to make an
organization recognizable
by selecting colour, images
or logo designs that
represent a particular idea
or identity to be used in
advertising and promotions.
The work can happen
at any scale, from the
design of a single postage
stamp to a national postal
signage system, or from
a company’s digital
avatar to the sprawling
and interlinked digital
and physical content
of an international
newspaper. It can also be
for any purpose, whether
commercial, educational,
cultural, or political.
what IS GRAPHIC DESIGN ?
what IS GRAPHIC DESIGNER ?
3
6. There are many different
types of graphic design.
Without even knowing
we will look at on a daily
basis, for instance, on a
morning when you look at
your cereal box packaging,
on your way to work as
you pass a billboard
advertisement even the
logo on your clothing would
have been designed by a
graphic designer. The main
fields in graphics are as
follows:
Advertising is way of promoting, selling and marketing an
item, product or event through mediums of billboards, magazine
spreads, leaflets, bus shelters, banners, TV commercials and gorilla
advertising.
From a descriptive and simplistic point-of-view, typography is the
art and technique of arranging type. Most people never think about
typography. Good typography is utilitarian in that it should allow
the reader to focus on the content and not the formatting. Good
typography often goes unnoticed because it just makes sense.
Illustration is a unique art form that is defined not by its medium,
but by its context. Illustration finds its home in the public sphere
of popular media. With a rich history and a modern, contemporary
outlook, illustration brings life to concepts and stories through image-
making. Whether created digitally or by hand, an illustration can be
both a masterful work of art and a practical business application.
The process involved in creating a unique name and image
for a product in the consumers’ mind, mainly through advertising
campaigns with a consistent theme. Branding aims to establish a
significant and differentiated presence in the market that attracts and
retains loyal customers.
Photography is the way of capturing and preserving a moment in
time. We use photographs to recall the first steps on the moon, the
inauguration of a new president, the lifting of a flag on a far-away hill
during war. Mothers laboriously decorate large scrapbooks just to
protect their precious memories. Photographs evoke the essence of
places we have not been, we perhaps will not return to, and should
never forget.
Editorial makes up a large part of the graphic design field. The
work consists mostly on the layout and visual aesthetics of books,
newspapers, magazines, online publications and other media. Each
type of publications has a different aesthetic and set of concerns like
the genre, ethics, purpose of the publication.
Packaging also refers to the process of design, evaluation,
and production of packages. Packaging can be described as a
coordinated system of preparing goods for transport, warehousing,
logistics, sale, and end use. Packaging contains, protects, preserves,
transports, informs, and sells.
What different types OF
PHOTOGRAPHY
ILLUSTRATION
ADVERTISING
PACKAGING
TYPOGRAPHY
EDITORIAL
BRANDING
GRAPHIC DESIGN are there ?
4
7. Sustainable graphic
design is the application of
sustainability principles to
graphic design. It considers
the environmental impacts
of graphic design products
(such as packaging, printed
materials, publications,
etc.) Throughout a life
cycle that includes: raw
material; transformation;
manufacturing;
In the 21st century we
have to be more aware
of the social and cultural
ethics in design because
we don’t want to send the
wrong message or create
a problem. Some agencies
and designers like raising
issues that will shock the
transportation; use; and
disposal. Graphic designers
engaged in sustainable
practice use techniques,
processes, and materials
that will help reduce the
detrimental environmental,
social, and economic
impact of their designs, also
known as the Triple Bottom
Line.
public view, which will
cause controversy in the
media but in itself help to
promote the publication
and advertisement. In a
global world we have to be
sensitive to key cultural,
ethic and ecological issues.
WHAT ETHICS DO WE FACE
SUSTAINABLE
AS GRAPHIC DESIGNERS ?
GRAPHIC DESIGN
5
8. There are three
responses to a piece
of design - yes, no
and WOW! WOW is
the one to aim for.
- MILTON GLASER
9. #1
Self Reflection
CHAPTER
The first chapter will
reflect upon who the
student is, looking at the
design skills they possess
and where their main
interests are in graphic
design. Understanding
the values, aims, and
objectives of the work will
help to gain a more in-
depth vision into how they
approach a problem then
solve it. The student will
present elements of the
design process from initial
research to the creation
of ideas through to a final
design. Taking a look at
the software they use
and reviewing the abilities
acquired. The information
presented will inform
decisions that will impact
on future employment
possibilities. By showing
the reader how a detailed
and informed method
of research leads to a
greater understanding of
the creative process and
how the designer arrives
at a series of concepts and
ideas that demonstrates
areas of major interest.
7
10. Illustrator
InDesign
Photoshop
Acrobat
Windows
Apple
High School
3 Years
Visual Communication
2 Years
FDA Graphic Communication
2 Years
BA (Hons)Top Up Graphic Design
1 Year
COPY CONCEPT
Printer & Designer
2013 2014 2015 2016
THE SILVER BIRCH
Sales & Service
2013 2014 2015 2016
MASSARELLAS
Catering
2010 2011 2012 2013
EDUCATION
EMPLOYMENT
SOFTWARE Skills
8
11. 1
After reading the brief the student looks at general research
to have a larger understanding of what is out there. Taking
into consideration the current trends and recent designs
this will spark inspiration and generate ideas.
Once the research has given an idea it will be needed to
develop and start creating the shape of the design.
Initial sketches are a big part of design they help to
visualise the idea you have and make it easy to see what
works and what doesn’t.
Once finding a visual it would be best to develop the
design trying new colours, type, shapes using the computer
through design software.
Finally when having the right design completed,
showcasing it through mock up design on business
stationery, billboards, packaging and printed documents on
board would work to present to clients.
2
3
4
5
DESIGN SKILLS
DESIGN PROCESS
9
BRANDING
PHOTOGRAPHY
SK
ETC
H
IN
G
ADVERTISING
TYPO
G
R
A
PH
Y
PACKAGING
ILLU
STR
ATIO
N
ED
ITO
R
IA
L
12. We are so busy
measuring public
opinion that we forget
we can mold it. We
are so busy listening
to statistics we forget
we can create them.
- BILL BERNBACH
13. The Industry
CHAPTER
The second chapter will
look into the current job
market, locally and across
the region sector as well
as looking at the wider
possibilities. Taking into
consideration the students
life to see how this will
influence the future about
getting a job. Looking into
market research graduating
then evaluate the data
about the creative students
graduating and its impact in
getting a job. Assessing the
best way to make sure the
student can stand out from
the rest to gain that unique
differentiation to gain best
possible advantage.
11
14. WHAT DO GRADUATES DO ?
September 2014
First Degree Graduates From All Subjects.
Six Months After Graduation.
Destinations Of The First Degree Design Graduates From
2012/13. Six Months After Graduation.
Out of 16 different
subjects the graduates
who were in employment
either full time, part time or
working and studying in the
UK in the Arts, Design and
Media professional have
5.8% in work.
Design graduates were
more likely to be working
full time in the UK (56%)
than any other graduates
within this subject cluster.
They also has the largest
proportions of graduates
in employment in the UK
as art, design and media
professionals (39.3%), with
graphic designer the most
common occupation.
Working full time
in the UK.
In further study,
training or research
Working part
time in the UK.
10
0
20
30
40
50
60
70
Unemployed, including
those due to start work.
Working & studying.
Working overseas.
PERCENTAGE
Other.
Design Graduates From 2013
Six Months After Graduation
Working full time
in the UK.
In further study,
training or research
Working part
time in the UK.
10
0
20
30
40
50
60
70
Unemployed, including
those due to start work.
Working & studying.
Working overseas.
PERCENTAGE
Other.
12
15. JOB LOCATIONS
Top Five Jobs Locations.
jobisjob.co.uk on 18.3.2015
United Kingdom
Junior Graphic Designer.
1) London (152)
2) Manchester (19)
3) Peterborough (15)
4) Cheltenham (10)
5) Leicester (10)
Graphic Designer.
1) London (1289)
2) Manchester (152)
3) Bristol (115)
4) Birmingham (82)
5) Leeds (82)
Locally
Junior Graphic Designer.
1) Bradford (9)
2) Leeds (8)
3) Halifax (2)
4) Dewsbury (1)
5) Huddersfield (1)
Graphic Designer.
1) Leeds (82)
2) Bradford (27)
3) Whetherby (25)
4) Huddersfield (9)
5) Shipley (5)
Leeds
Manchester
Bristol London
Working Regionally
Being a graduate in
today’s job market is very
difficult but being a design
graduate is even harder
because the agencies have
more choice from larger
and more diverse range
graduates. In London they
have most jobs across
the country for a graphic
designer but the cost of
living and traveling there
Working Locally
Living in Yorkshire
for a graphic designer is
pretty good because up
north is now getting more
and more design firms
starting up and moving up
because the cost of living
and working in London is
too high. There are fewer
jobs locally but still stiff
competition competing
with the universities across
are high. Competing with
other graduates who live
local. Having the second
most jobs in the UK,
Manchester is closer but
still cost of living in a major
city will be just as high as
London. On the other hand
there is a lot of design
agencies in Manchester and
is good possible choice for
any designer graduating.
Yorkshire for 169 jobs.
Today we have the Internet
everywhere we go on our
mobile phones, tablets
and laptops, which give us
access to communicate
with the rest of world. This
means you don’t have
to move away to be able
to work with companies,
agencies and clients
abroad.
13
16. Berlin
Rio De Janeiro
Cape Town
Tokyo
London
Melbourne
New York
Toronto
Paris
Barcelona
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)
THE 10 BEST CITIES TO BE
A DESIGNER IN 2014
17. Working Abroad
Working abroad is a
great to explore the world
and experience new
cultures but as designer
it would be difficult to
benefit from them if you
don’t speak the language.
Although most countries
do speak English now but
would be hard work if you
didn’t speak the country’s
language too. Apart from
the language barrier it
would be a good start for
someone who enjoys trying
new things. Even working
for a couple of years abroad
then come back to England
you will be well diverse in
all different ethics and new
ideas and will be more likely
to be hired.
18. You can’t connect
the dots looking
forward; you can only
connect them looking
backwards. So you have
to trust that the dots
will somehow connect
in your future.
- STEVE JOBS
19. #3
The FUTURE
CHAPTER
The third chapter will
look at all the possibilities
open up to a graduate when
leaving university with a
degree, design agency,
in-house, freelance and
collaborative. Research
and reflect a possible job
opportunity that will be a
future goal to aspire to in
form of a case study. Finally
the designer will reflect
upon any improvements to
make sure they are ready
for the graphic design and
larger creative industries.
17
21. WHAT ROUTE DO I WANT TO TAKE ?
AGENCY COLLABORATIVE
Being part of a design team
Money security
Being in a creative
environment
Relaxed dress code
Creative freedom
to some extent.
Working with each other
Strengths
Splitting the workload
Choosing own clients
The hours will be mixed
depending on the workload
Reliability
Finding workspace to share
Struggling to find work
Working out wages and
other key financial issues of
running a business well
IN-HOUSE FREELANCE
Job security
Money security
Building a name for yourself
Choosing your own working
hours, clients and income
Deciding your
own business growth
Relaxed dress code
Boring office styled
environment
Restricted designs
although this will depend
on the company
Finding the clients
Paycheck relies entirely
on your ability to find
and keep clients
Manage a business in
addition to being a designer
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+ +
+ +
- -
- -
22. THOMPSON BRAND PARTNERS
If there’s anything
they’ve learnt in the 25
years in branding, it’s that
building businesses and
brands is a very personal
thing. People invest a
great deal of themselves in
them, so they’ve got every
reason to love and protect
them. So when it comes to
branding, they know that, to
do it well, you need to love
your clients’ businesses the
way they do.
Thompson are proud to
have rebranded Confused.
com, the leading price
comparison site and helped
them launch a new logo,
website and brand identity.
The pioneers of price
comparison in the UK,
Confused.com are experts
in saving their customers
money. Over the years they
have become known for
Cara, their singing icon who
featured in TV advertising,
and for recent Nectar points
campaigns. However, in
a crowded market place,
Confused.com made the
decision to reposition and
rebrand.
A rebrand campaign was
planned to reposition the
company in the minds of
Joby Russell, Marketing
Director at Confused.com,
is delighted with the results
so far:
“The new branding
has given us the image
we needed in order to
reposition ourselves
as experts and market
leaders. We were first to
market with comparison
technology and we
continue to innovate. The
identity that Thompson
created is modern and
slick to reflect that, and
we’re confident that it will
grow with us too.”
So that’s what they’ve
built their company on.
It means that they’re on
the same journey as their
clients and those they are
an essential part of their
great adventure. It’s the
kind of responsibility that
drives them to be the very
best. That’s why they take
what the do so seriously.
Brands that do good, do
better.
Working hard at something
worth doing is a real
privilege. Thompson noticed
that the most successful
and sustainable brands
seem to be the ones that
have real focus and a
purpose that matters to
them. They like to work
with businesses like this
because they seem to thrive
on the power of the positive
impact they create.
Thompson likes to have
great conversations and
they spend serious time
planning. But what they like
best is doing. And, what
they do comes down to 5
key things:
1) Help brands understand
their place and purpose in
the world.
2) Reveal the space they
can occupy.
3) Bring their vision to life.
4) Design and deliver
the tools to articulate this
simply and consistently.
5) Help brands change their
game.
Great Brands Are Built From The Heart
CASE STUDY
Confused.com
Brand identity
Cara.
New logo.
Brian.
consumers, which featured
BRIAN the Robot who is
on a mission to save the
UK money. The campaign
was launched in June 2013
during the high profile
Britain’s Got Talent live
shows, alongside a new
brand and website. They
created the new logo and
brand identity that worked
to compliment BRIAN the
Robot (created by Publicis
London).
20
23. When creating graphics,
what do you feel is the
most important aspect:
Planning, design or
implementation ... And
why?
I think making sure you
have understood what the
client is wanting and where
they want to be in market.
Therefore have a good
body of research reflecting
with contemporary design is
the most important to create
successful design.
How has working at copy
concept helped you to
progress your skills and
knowledge within graphic
design?
Before Copy Concept
I had no experience in a
graphic design job but after
working there part time a
couple of days a week I
soon progressed to have
a diverse range of skills. I
had already mastered all
the basics in the Adobe
Creative Suite but with
In the past, what was your
favorite project and why?
My favourite project
has been my professional
context to rebrand the
local reprographics and
stationery shop. I enjoyed
it because I had already
understood what was wrong
and what needed to change
within the brand from the
experience of working
there. I knew where Copy
Concept needed to be and
how to solve the problems
faced with the brand. I got
to explore and showcase
my skill of branding which I
love to do.
Where do you see
yourself in 3 to 5 years?
In 3 to 5 years I see
myself working in a design
agency locally as part of
design team. Possibly onto
my second job as a graphic
designer working my way
up to be a team leader.
What route are you
looking to take after
graduation and why?
In between the end of
year show and graduation
I’m planning on sending
out CV’s and apply for jobs
at design agency’s and
in-house design teams.
Hopefully I will hear back
from them and progresses
from Copy Concept to a
design agency rather than
a in-house team because
I want to explore more
than one sector of design
which I feel a in-house team
wouldn’t allow me to do that
compared with a agency.
Jack Bradley
by Ged Flynn
Creative Director
at Batley School of Art
THE
regular use of them they
kept refreshed and got
quicker and learnt bits
and pieces off the other
designer. Some of the new
skills that will be valuable
to me in the future will be
setting up documents to
print for variety of sizes,
mediums and materials.
This has helped me
in my design knowing
what will work best and
what different materials
I can use. Working with
clients and a daily basis
and understanding what
they want and how to
communicate with them has
been great practice. This
experience will help me
compared with someone
who only has retail
experience.
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