Module Code: AG1084A
Module Title: Honours Project
Student Name: Iain J McCallum
Student Number: 0904111
Email Address: IJMcCallum@hotmail.co.uk
Project Title:
(The design of) Broadcast Identity
Project Aim:
To investigate how the marketing goals of a television channel or network drives the design of its branding, and to demonstrate the development and production of its visual identity
Objectives:
1 Review and evaluate literature on motion design
2 Investigate and analyse examples of motion design
3 Conduct practice based research in the creation of visual identity
4 Create and critically evaluate a visual identity through motion graphics
Methodology:
1.1 Literature Review
1.1.1 Review literature to identify the basic theories and values of graphic design
1.1.2 Review literature on branding and logo design
1.1.3 Review literature on motion design
1.1.4 Reflect on the literature, discuss and identify criteria for analysis of visual identity.
1.1.5 Write a review of the literature for the dissertation
2.1 Research Diary
2.1.1 Identify a series of examples relevant to the area of study
2.1.2 Collect relevant literature discussing each case
2.1.3 Examine the literature identifying methods used to create visual identity
2.1.4 Write a critical analysis of the case studies and how they portrayed visual identity
3.1 Media Tests
3.1.1 Experiment with the use and creation of various styles and techniques in motion design
3.1.2 Prepare a series of identities to be used as subjects for the media
tests
3.1.3 Develop a visual presentation of the most appropriate identities through experiments in motion design
3.1.4 Produce documentation reflecting on the media tests, their production processes and their results
4.1 Practice
4.1.1 Prepare a fictional client with background and marketing aims
4.1.2 Gather information on the client
4.1.3 Analyse the information
4.1.4 Set the objectives for the visual identity / product
4.1.5 Define the approach
4.1.6 Generate ideas
4.1.7 Evaluate and refine ideas
4.1.8 Develop the most appropriate idea
4.1.9 Produce a visual identity
4.1.10 Write a critical evaluation of the mini-short for the dissertation
4.1.11 (if time permits) repeat 4.1.2 through 4.1.10
Submission Deliverables:
The following deliverables shall be provided as evidence of having achieved the four objectives:
1.1 Literature Review
Online diary documenting the research activities undertaken for objective 1.1
Document reviewing the literature researched.
2.1 Research Diary
Online diary documenting the research activities undertaken for objective 2.1
Document critically analysing the case studies and their methods in creating visual identities.
3.1 Media Tests
The media and project files used to create each test.
The collection of finished media tests.
Document reflecting on the processes and results for each of the media tests undertaken.
4.1 Practice
Online sketchbook and notes showing background information and analysis of the 'client'
Online sketchbook and notes showing development of the visual identity.
The completed motion graphic piece showing a visual identity
Document critically evaluating the final piece.
Much of the work produced as a result of the five methods shall be incorporated into the end of year exposition. The exposition will showcase the entirety of the research process, clearly communicating how the end artefact was achieved.
Additionally, the dissertation shall communicate the result of the literature review, the development of methodology, and the research findings.
Resources:
Autodesk Maya
Autodesk Smoke
Houdini
Adobe Photoshop
Adobe after effects
Adobe Premier
Toon Boom
Access to maya pc's for rendering