This document discusses the use and purpose of lines in design. It identifies six main types of lines: outlines, contour lines, gesture lines, sketch lines, calligraphic lines, and implied lines. Each type of line serves a different visual purpose. The document also discusses characteristics of lines like width, length, direction, and feeling. Lines in design are used to divide space, direct the eye, separate content, emphasize elements, link items, and coordinate flow. Understanding how to effectively employ lines is important for design as it helps attract attention, organize information, and achieve desired outcomes. The document provides examples of logos that incorporate different types of lines and their purposes. It presents an exercise for enhancing an existing logo design by adding

1. DESIGN ELEMENT #1
LINES

2. THE VARIOUS “TYPES” OF LINES IN DESIGN:
• OUTLINES
• CONTOUR LINES
• GESTURE LINES
• SKETCH LINES
• CALLIGRAPHIC LINES
• IMPLIED LINES

3. TYPES OF LINES AND THEIR
PURPOSE:
• OUTLINES- LINES MADE BY THE EDGE OF AN OBJECT OR ITS
SILHOUETTE, DARKER, MORE PRONOUNCED
• CONTOUR LINES- LINES THAT DESCRIBE THE SHAPE OF AN OBJECT
AND THE INTERIOR DETAIL.
• GESTURE LINES- LINES THAT ARE ENERGETIC AND CATCH THE
MOVEMENT AND GESTURES OF AN ACTIVE FIGURE.

4. TYPES OF LINES AND THEIR
PURPOSE:
• SKETCH LINES- LINES THAT CAPTURE THE APPEARANCE OF AN OBJECT OR
IMPRESSION OF A PLACE, SHOULD BE LIGHT AND ABLE TO BE ERASED
• CALLIGRAPHIC LINES- GREEK WORD MEANING "BEAUTIFUL WRITING." PRECISE,
ELEGANT HANDWRITING OR LETTERING DONE BY HAND. ALSO ARTWORK THAT HAS
FLOWING LINES LIKE AN ELEGANT HANDWRITING.
• IMPLIED LINE- LINES NOT ACTUALLY DRAWN BUT CREATED BY A GROUP OF
OBJECTS SEEN FROM A DISTANCE. IMPLIED LINE IS THE DIRECTION AN OBJECT IS
POINTING TO, OR THE DIRECTION A PERSON IS LOOKING AT

5. “CHARACTERISTICS” OF LINES
THERE ARE SEVERAL WAYS A LINE CAN BE MADE DEPENDING ON NEED AND USE
• WIDTH – THIN, THICK, TAPERING, UNEVEN
• LENGTH – LONG, SHORT, CONTINUOUS, BROKEN
• DIRECTION – HORIZONTAL, VERTICAL, DIAGONAL, CURVED
• FOCUS – SHARP, BLURRY, FUZZY, CHOPPY
• FEELING – JAGGED, GRACEFUL, SMOOTH
• PHYSICAL VS. IMPLIED

6. FUNCTIONS OF A LINE IN DESIGN
• WHAT ARE THE 6 MAIN FUNCTIONS A LINE SERVES WHEN USED IN DESIGN:
• DIVIDE SPACE – CONTAIN OR SEPARATE SPACE
• DIRECT THE VIEWER’S EYE – CAUSE EYE TRAVEL TO OR FROM AN ELEMENT (AND TO ANOTHER)
• SEPARATE CONTENT - SEGMENT AREAS OF DIFFERENT CONTENT OR INFORMATION
• EMPHASIZE CERTAIN ELEMENTS – HIGHLIGHT OR CAUSE ELEVATED INTEREST, HIERARCHY
• LINK MULTIPLE ITEMS – CAUSE A LOGICAL CONNECTION BETWEEN INFORMATION OR ELEMENTS
• COORDINATE FLOW OF CONTENT – LINEAR PATH OF PROGRESSING, A TO B METHODOLOGY

7. WHY ARE LINES IMPORTANT?
• MORE LIKELY YOU WILL ATTRACT THE AUDIENCE TO LOOK
THE DESIGN (EYE CATCHING)
• BETTER ORGANIZATION FOR EFFECTIVELY PROCESSING THE
INFORMATION
• HIGHER SUCCESS IN ACHIEVING THE DESIRED OUTCOME

8. QUICK REVIEW – BASIC DESIGN CONCEPTS
6 TYPES OF LINES
1. OUTLINES
2. CONTOUR LINES
3. GESTURE LINES
4. SKETCH LINES
5. CALLIGRAPHIC LINES
6. IMPLIED LINES
7 Design Elements
1. Lines
2. Shapes
3. Space
4. Color
5. Typography
6. Texture
7. Scale

9. BASIC PURPOSE OF LINES WITHIN A DESIGN
• DIVIDE SPACE
• DIRECT THE VIEWERS EYE
• SEPARATE CONTENT
• EMPHASIZE CERTAIN ITEMS
• LINK MULTIPLE ITEMS
• COORDINATE FLOW OF CONTENT

10. WHAT IS A LOGO?
• IN CONCEPT:
• GRAPHIC REPRESENTATION OF A COMPANY
• SIMPLIFIED COMMUNICATION TOOL
• FORM OF BRANDING
WHAT IS COMMUNICATED IN A LOGO:
• WHAT THE COMPANY DOES
• WHAT THE COMPANY STANDS FOR
• BELIEFS/VALUES

11. LINES IN DESIGN - #1
• 1. WHAT TYPES OF LINES WOULD BEST DESCRIBE
THE LINES USED IN THIS DESIGN.
• 2. WHAT IS THE PURPOSE OF THE LINES IN THIS DESIGN?
• 3. WHAT WOULD YOU SAY IS THE MAIN PURPOSE OF THE
DESIGN TO THE RIGHT? ADVERTISE WHAT?

12. IDENTIFY THE LINES AND THEIR PURPOSE

13. WHAT MIGHT THIS COMPANY DO?

14. LOGOS WITH LINES

15. GUESS THE COMPANY BASED ON THE LOGO:
IBM AT&T
Cisco
Nikon
Sprint Bank of America

16. GUESS THE COMPANY BASED ON THE LOGO:
Atari
Nike Spotify
SunCloud Ubisoft Kobe Bryant

17. GUESS THE COMPANY BASED ON THE LOGO:
Super Smash Bros Amtrak New Balance
Giorgio Armani Konica Minolta Wella Professionals

18. PROJECT #1 – ENHANCE A LOGO BY ADDING LINES
• SELECT A CURRENT LOGO THAT DOES NOT HAVE “LINES” AS A PART OF ITS CURRENT DESIGN
• ENHANCE THE OVERALL LINES BY INCORPORATING LINES IN SOME WAY INTO A NEW DESIGN
• SKETCH 2 ALTERNATIVE DESIGNS SHOWING HOW LINES WOULD BECOME A PART OF THE NEW LOGO
• EACH DESIGN MUST USE LINES IN A DIFFERENT WAY
• MUST KEEP THE BASIC IDEA OF THE CURRENT LOGO INTACT
BE PREPARED TO SHOW YOUR IDEAS TO THE GROUP AND EXPLAIN YOUR DESIGN CHOICES
-SCAN SKETCHES AND PLACE ON PPT SLIDES, ANIMATE EACH DESIGN SEPARATELY
-SUBMIT SLIDE ON SCHOOLOGY