Hong Kong Institute of Vocational Education, China  
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Project. Chinese Movie Titles

Purpose. To help second-year students have an understanding of type classifications and the typographic attributes affecting the visual message/ identity. To understand the connotation and denotation of logotype in visual significance. To explore the ways of encoding visual significance through the combination of typographic execution and graphic imaging. To practice the process of logotype design with communicative effectiveness. To use typography in an expressive and creative way.

Assignment. Choose a film. Analyze the movie and select the main theme or characteristics to explore visualization for designing the title in terms of personality, character, traits, and content. Use existing typeface(s) and develop the logotype into unique letterform(s) with embedded message. There is no absolute answer but only meaningful individual expression. Just explore and enjoy the process. Apply the logotype to a movie poster with cast and description.

Submit at least 10 black-and-white sketches within an A5 format for the initial critique and five color layouts for the interim critique. Final artwork should be printed in both black-and-white and colour versions in an A4 size and mounted on A3 black board.

Format. Logo A4, Poster A3 mounted on black board

Time. 6 weeks

preview image

Grace Kao received her Master of Fine Arts Degree from Yale University. After graduation she practiced with Swiss designer Willi Kunz and in 1981 founded an award-winning design practice in New York City. She returned to Hong Kong in 1992 and served as the Regional Creative Director for Burson-Marsteller. In 1998 she joined the Department of Design, Hong Kong Institute of Vocational Education (Shatin) as Principal Lecturer and Academic Leader for Graphic and Media Design Courses. Recently she assumed the position of Academic Leader for the Foundation Program.

A firm believer in strong linkages between design education, design industry, and community, she introduced new modules of design studies, encouraged partnerships with industry, and successfully launched the industry-related design unit DeTech for the Department. She served in the accreditation of major design institutions in Hong Kong and has recently completed a research study, "Setting Up of a Visual Arts Academy in Hong Kong," for the Hong Kong Arts Development Council.


Chinese version

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