1

Definition: The visual presentation of information Goal: The communication of a specific message to a specific

group of people; the success of a design is measured by how well that message is conveyed

Tools: Signs and symbols, typography and layout, illustration, the digital realm

Changes: Three historical changes created the high demand for this industry:

Printing pressIndustrial RevolutionTravel, communication, & technology

© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.

Chapter Ten

Graphic Design

2© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.

Symbols: These convey information or ideas for all languages.

Logos and trademarks:Symbols that represent the company or its product gain meaning through effective advertising. They play a major part in the identity of a corporation.

Figure 10.1 Yin-yang symbol & swastika.

Signs and Symbols

Graphic Design

3

Graphic designers are often asked to create symbols that embody ideas.

© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.

Figure 10.2 Cook and Shanosky Poster for the U.S. Department of Transportation, 1974.

Figure 10.3 Paul Rand logos.

Graphic Design

Signs and Symbols

4

Typography: the arrangement and appearance of letters

© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.

Figure 10.7 Dürer, Treatise on Measurement, 1525.

Figure 10.8 Joan Dobkin, Leaflet for Amnesty International.

Typography and Layout

5

Layout: A blueprint for work in print to hold the viewer’s attention

© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.

Figure 10.9 Layouts for the New York-New Haven railroad schedule.

Typography and Layout

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Illustration: An image created to accompany words

Figure 10.10 Henri de Toulouse-Lautrec, La Goulou at the Moulin Rouge, 1891.

Word and Image

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Figure 10.11 John Maeda, UCLA Catalog, 2004.

Figure 10.12 TBWA/Chiat/Day, iPod Silhouette ad campaign, 2004.

Word and Image

8© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.

Figure 10.14 Cassidy Curtis, Graffiti Archeology, 2004-present.

Motion and Interactivity

Figure 10.15 W. Bradford Paley, A TextArc, 2003.

9© 2010, The McGraw-Hill Companies, Inc. All Rights Reserved.

Chapter Ten

Graphic Design and Illustration

Definition: The visual presentation of information Goal: The communication of a specific message to a specific

group of people; the success of a design is measured by how well that message is conveyed

Tools: Signs and symbols, typography and layout, illustration, the digital realm

Changes: Three historical changes created the high demand for this industry:

Printing pressIndustrial RevolutionTravel, communication, & technology