Project. Brand
Deconstruction/Reconstruction
Purpose. To help
fourth-year students improve the quality of their typographic
concepts through the introduction of six newly-generated typographic
terms.
Assignment. Choose
a popular “Brand” package as the basis of your typographic
exploration and remove all typography, photography, and graphics
from the package. Next, using the same format create a series
of six designs with new arrangements of the elements; each design
should exceed the quality of the previous one. All information
and images must be used while enhancing the Brand’s unique
characteristics (eidetics). No new information or fonts may be
added, however you can change the size and position of the design
elements.
The assignment begins with a lecture introducing
the following typographic terms:
1. Eidetics. The recall of typographic elements and arrangements.
2. Transmorgrification. The change of typographic arrangements into
newly conceived, dynamic arrangements.
3. Alternations. Successive typographic ideas that change from one arrangement
to another and possibly back again.
4. Semasiology. The meaning of typographic arrangements as seen on the
surface of graphic presentations.
5. Metamessaging. Typographic arrangements presenting two concurrent
messages, one that is obvious and another that is a sub-message or after-message.
6. Episodic Transformation. A series of ideas that retain or resemble
in part previously created concepts.
This is followed by six weekly presentations
and critiques (group and individual). Students must present the
following:
1. A well-designed booklet showing the original package and six new concepts.
2. A single flat presentation showing the best typographic arrangement.
3. A three-dimensional package showing the best concept.
Format. Same
as chosen package
Time. 18 hours
in class and approximately 54 hours at home |
