2017/18UAL Foundation Diploma In Art and Design

Visual Communication – ‘Tradition Re-Invented’

Within the specialism of visual studies there are many possible approaches and pathways which you should consider and discuss with your lecturer. To establish a good understanding of the different disciplines in this area you need to research into the working practices of a variety of artists and designers in all disciplines: fine art, design, graphics photography, film etc. You will clearly see and discuss how these disciplines draw inspiration from the past, whether historical, cultural or more contemporary, influencing both their conceptual and practical development. You should consider how contemporary fine artists have explored this eclectic approach to the research process, focusing on the disciplines that particularly interest you.

Through this initial assignment you will start to become familiar with the research, planning, design and development processes. You will develop research, observational and analytical drawing skills, while being encouraged to think creatively and problem solve throughout. Presentation skills in 2D and verbal/ written communication will also be extended, while the ability to be reflective, analytical and self-critical will be developed through discussion, written annotation and evaluation, all of which are essential requirements of the independent learner.

Through this project you will be starting to fulfill the expected unit criteria, along with working towards passing this stage of the course. This will also give you the opportunity to experience and gain a greater understanding in many of the skills that are inherent within a fine art context.

Units 1, 2, 3 & 4

Characteristics and Contexts in

Art & Design

Subject: Visual Communication

Lecturer: Simon Gordon/Julie Hickman

Start Date: w/c 02 October

Interim: w/c 06th NovemberProject Length: 5 weeks

End Date: w/c 13TH DECEMBER

Internal Verifier: S

imon Gordon

During the completion of this project you will explore the following Equality and Diversity issues:

Race Age Disability Gender Gender Reassignment Sexual Orientation

Religion/Belief Pregnancy/Maternity Marriage/Civil partnerships

Using one of the given themes, or through a specific piece of your own choosing, you are to re-interpret the theme considered in a contemporary and personal manner. Initially this will be in group work, however this will then be taken further on an individual basis. In Graphic Design you will take the theme of branding and reinventing an old brand (at least 50 years old) and rebranding it for today whilst drawing on its heritage. Within Photography the choice of media to begin with is film, but the meaning contained within the piece should be adhered to.

Firstly, carefully consider the breadth of historical and cultural arts research identified and discussed through the power point presentation, clearly underlining the imperative for and ever present nature of informed contextual leading to well informed final outcomes.

You should then focus on the artists and designers who work within a context that interests you, researching their work, influences and source material, focusing on both their concepts and making processes. This could include people introduced to you through the power point, listed below, from the study lists and from personal primary and secondary research which will be discussed in class and extended in your self-directed study time.

Artists to consider:Photographers:Edward Weston, Alfred Stieglitz,Ansel Adams, David Baily,David LachapelleGraphic Designers: Paul Rand, Milton Glaser, Jonathan Barnbrook, Herb Lubalin, Massimo Vignelli, Saul Bass

Many artists, designers or craftspeople use traditional materials and processes producing work within a modern context and/or incorporate new technology and methods of construction e.g. the re-interpretation Leonardo’s ‘Last Supper’ and Michelangelo’s ‘La Pieta’ in photographic form , or the Co-ops rebrand embracing their 60s heritage, or Great Western Railways rebrand, or WH Smith re-embracing their past logos.

Evidence; A range of artists research including at least one detailed study presented as creatively as possible in your sketchbook and reflected upon in your ongoing Journal/ Blog. Use this body of research to inform a personal development, establishing one product, craft, spatial design or sculptural concept you wish to re-contextualise and reinterpret in a contemporary setting. Produce initial design drawings and notes in your sketchbook showing how you are going to explore your ideas. Continually record and review your experimentation through photography and annotation. Use your journal/ blog to continually reflect on and analyse all stages of your thought process, being sure not to be purely descriptive.

Review at Final Critique: Develop verbal and written analytical skills through group critique / 1-1 discussion, annotation and final A4

evaluation.

During the completion of this project there will be the following opportunities to develop your literacy and numeracy:

Literacy: Understanding the importance of diagnostic research, of referencing your work to the accepted academic standards, [such as the Harvard system], the use of the correct terminology when describing artwork, structuring, proof reading and spell checking your written, documentation; through the use of annotation, recording and reflecting on own and others work. Development of on-going personal blog/ Journal reviewing project progress. Culminating in a final summative word processed evaluation.

Numeracy: Measuring, marking out, preparing and cutting of any materials with accuracy and detail for sampling and making.Potential for the appropriate use of scale, percentages, geometry & fractions. Recorded, documented and reviewed with clear accuracy.

Work Required for assessment

1. All studio development – Drawings, photographs, experiments and any other suitable work. Initially reviewed from week 1

through Fast Feedback forms and Interim

2 Research/design sheets.

3. A4 Sketchbook research and design work.

4. Reflective journal which contains evidence of Primary and Secondary research and critical analysis and evaluation of own

and others’ work clearly linked to the project.

Visual Communication: Tradition Re-Invented

Level 3 Assessment CriteriaPART 1: LEARNING SKILLS AND CONTEXTYou must produce evidence for each of the following tasks to successfully achieve: (at PASS level only).

LEARNING OUTCOMES [THE CANDIDATE WILL:] ASSESSMENT CRITERIA [THE CANDIDATE CAN:]

UNIT 1 ART & DESIGN RESEARCH METHODS CREDIT VALUE 10

1. Have a contextual awareness of different perspectives and approaches within art and design subjects2. Research, interpret and evaluate information and Ideas3. Solve problems through the application of art and design theoretical understanding4. Use research skills & sources to develop self-reliant learning strategies.

1.1 Explain different contextual perspectives within a range of art and design subjects1.2 Demonstrate approaches within a range of art and design subjects2.1 Locate research information from primary and secondary sources2.2 Interpret and evaluate information and ideas3.1 Demonstrate an understanding of art and design theories3.2 Use theoretical understanding to support creative problem solving4.1 Identify research sources4.2 Apply research skills to develop own learning.

UNIT 2 ART & DESIGN IDEAS DEVELOPMENT CREDIT VALUE 10

1. Solve problems through the application of art and design practical understanding2. Develop and interrogate through observation, drawing and recording, a number of creative solutions to a given objective, proposal or subject3. Identify, select and use appropriate media, materials and technologies for creative solutions.

1.1 Explore and apply art and design practical skills1.2 Use practical understanding to solve creative problems2.1 Use drawing and recording of observations to develop ideas and solutions2.2 Use approaches to drawing to interrogate different ideas2.3 Develop creative ideas and solutions to a given objective, proposal or subject3.1 Identify and select appropriate media, materials and technologies to explore ideas3.2 Apply media, materials and technologies to creative solutions.

UNIT 3 ART & DESIGN MATERIALS & METHODS CREDIT VALUE 10

1. Solve problems through the application of art and design technical understanding2. Manipulate materials, tools & technologies safely, effectively & appropriately3. Explore the potential and relevance of various methods, materials and media in relation to creative solutions.

1.1 Apply art and design technical skills1.2 Use technical skills to resolve problems2.1 Demonstrate the purpose of risk assessment2.2 Use materials, tools and technology in accordance with health and safety regulations3.1 Demonstrate the possibilities of materials, tools and technologies3.2 Select appropriate methods and materials to develop ideas and solutions.

UNIT 4 ART & DESIGN EVALUATION & REFLECTION CREDIT VALUE 10

1.1 Maintain reflective records e.g. reflective journal or blog

1. Use reflective skills in order to review how effective plans, methods and actions have been2. Record and evaluate advice and guidance from a range of appropriate sources including staff and peers3. Analyse & reflect on own learning to inform on current progress & possible future study or work4. Present themselves and their own work.

1.2 Review how effective own learning, plans, methods and actions have been2.1 Maintain records of advice and feedback from a range of sources2.2 Evaluate advice and guidance to improve own learning3.1 Analyse own progress and performance3.2 Identify relevant progression opportunities for future study or work4.0 Effectively prepare and present themselves and their own work4.1 Reflect on own communication skills.

Tradition Reinvented - Project Timetable

Week Session Activities Personal Study Targets Research Targets/additional reading

1

Introduction to the project including presentation and appropriate handouts to help launch research work.Begin research work collecting from secondary sources and supplement this by identifying primary sources that can be investigated.Analysing classic brands and what makes a successful brand.

Collect a range of relevant information. Begin to collate secondary research and collect a range of primary source material.

Collect research based upon the people investigated as part of the presentation and make further investigations into your own selection of relevant artists/designers. Select appropriate primary and secondary research work. Keep your reflective journal up to date.

2

Rebranding and heritage, how companies have gone back to the future.Introduction to 35mm photography; exposure and compensation Location photography around the specialist subject area that you are interested in. Film processing and darkroom introduction.

Collect and collate your primary and secondary research work. Produce a series of images that reflect the specialist area that you are interested in.

Begin to consider the concept of the theme and how that may affect your design work. Make some notes and consider your own responses and interests.

3

Logo and corporate stationery design.Continue to develop ideas within your chosen specialist field exploring the theme. Darkroom printing and introduction to the photographic studio. Begin your final pieces of work.

Begin to produce a series of images that begin to answer the requirements of the brief. You will need to work in your sketchbooks. Annotation and research should support your ideas.

Through discussions with your lecturers, you should begin to think about further developments of your theme and concept as a whole. Can you take your ideas further?

4

Extending branding – ambient media, photography, art direction, typography.Continue to work on your final pieces, making adjustments and alterations by working back into your sketchbook and producing cardboard models.

Begin or continue to work on your final pieces. Be prepared to make adjustments and alterations, before committing yourself fully to the final product/s.

Ensure that all of your work has been fully collated and documented. Ensure that you have kept a reflective journal and included an evaluation.

- Half Term

5Create style guide to showcase your re-invented brand.Complete all work making sure that you have included sketchbook research work, mood boards, design sheets, 2D and 3D experiments, and the final piece/s. Critique and peer assessment.

Bring all of your work to conclusion.Make sure that you have documented all of your studies and included an evaluation. Check that your self-reflective journal is fully up-to-date.