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A) Answer the questions.
1) What is branding?
2) What is the difference between branding and brand identity?
3) Why does a company or an individual need branding?
4) What are two main verbal differentiators?
5) What are the functions of the brand strategy?
6) What is brand construct? How can it be cast?
7) What makes branding successful?
B) Make 3 questions on the topic, exchange with your partner and answer.
11. A) VanDusen, Principal of Verhaal Brand Design, a strategic design and branding consultancy in New York. He is an accomplished creative executive and expert in strategic branding, graphic design and creative management.
Watch the video “7 Commandments of Brand Design” by Philip VanDusen and number the commandments of brand design according to the video.
| № | Commandments | Comments |
| simple | ||
| memorable | ||
| beautiful | ||
| consistent | ||
| communicate | ||
| different | ||
| strategic |
B) Comment every commandment, what do they mean?
C) Do you agree with these commandments? Discuss it pairs.
D) Can you add any commandment to the list?
Imagine the situation: a client and a designer are discussing the brand strategy, choose the role and make a dialogue.
13. Find some extra information on the topic in the appendix № 6.
UNIT 8. BASIC TOOLS
What tools can you use to create a design? What are 3 tools you use most of all?
2. Read, translate, transcribe and learn active vocabulary:
· rubber cutting mat
· a scalpel
· a cutting rule
· spray mount
· a loupe
· a protractor
· writing ink
· watercolor
· a marker pen
· a fine line pen
· adhesive tape
· a roller
· scale rules
· a type scale
· a French curve
· a stencil
· an electronic tablet
· a letraset
· a typeface sampler
· a paper swatch
Give the plural forms of the words in active vocabulary.
A) Spell the words.
A scalpel, a stencil, adhesive tape, an electronic tablet, a letraset, a loupe, a stylus
B) Work in pairs, spell 4-5 words from active vocabulary for your partner, write the words spelled by your partner for you, then, check each other.
A) Convert into reported speech.
E.g.: “I don’t often use this cutting rule”.
He said that he didn’t often use that cutting rule.
1) “They are using the rubber mat to protect both the scalpel handler and desk surfaces”.
2) “You will also need styli for the drawing tablets”.
3) “I didn’t buy only a scalpel yesterday.
4) “I can’t find my adhesive tape”.
5) “A stencil is a template of holes that form letters and numbers, which can be drawn through and on to a substrate with a pen.
B) Convert into reported speech.
E.g.: “Where is my stylus?”
He asked where his stylus was.
1) “Where did you buy this scale rules?”
2) “Do you have a scalpel?”
3) “Will you bring your paper swatch?”
4) “Did you ask him about his typeface sampler?”
5) “Has she given her a protractor?”
C) Convert into reported speech.
E.g.: “Protect the surface using rubber cutting mat”
He told me to protect the surface using rubber cutting mat.
1) “Use a type scale when sketching out a layout to insert type of an approximate size.”
2) “Draw with the pencil 9B.”
3) “Measure angles with a protractor.”
4) “Make cuts of accurate length using a cutting rule.”
5) “Use a type scale when sketching out a layout to insert type of an approximate size.”
Read, translate the text.
Basic tools
Designers have access to various traditional and modern tools that provide great flexibility in the design process and the work results. From hands-on craft-based tools, such as a scalpel and cutting mat, to a personal computer with a drawing tablet, designers can express themselves in any number of ways to experiment and develop a visual idea.
A good quality, rubber cutting mat should be used with a scalpel to stop the blade from sliding; the rubber mat protects both the scalpel handler and desk surfaces; available in rubber or composite vinyl materials. A scalpel is a blade used for cutting stock – an essential tool for the creation of dummies and mock-ups. A cutting rule is a metal ruler that is used to make cuts of accurate length. Cutting rules can be flat or have a raised profile to help keep the cutter’s fingers away from the blade.
Spray mount is an aerosol adhesive used to bond two or more pieces of stock together for the production of mock-ups and dummies. A loupe is a magnifying lens used to check proofs and transparencies. A protractor is a semi-circular tool used to measure angles. Writing ink is a pigment-containing liquid deposited on to paper by a pen or brush. When used for lettering, it can add a vernacular element and immediacy that printed letter forms cannot.
Watercolor is a paint that has water-soluble pigment, which allows its colours to be diluted. Marker pens have their own supply of ink that is deposited on to the stock through a porous tip. Pens are available with different tip shapes although they will commonly have a fine and a thin edge.
Fine line pens that produce various line weights are available. They start from 0.25mm and get progressively thicker to provide for different drawing and sketching needs. Designers use different types of adhesive tape for different jobs, such as to mask parts of a design; to fix work to a board; or to temporarily hold structures together. A roller is used in conjunction with a cutting mat and an adhesive for pressing together different sheets of stock to form backed-up prints that are used for dummies.
Scale rules have a measurement scale that present different ratios as a fraction of an inch or millimeter. A type scale is a rule that measures in points (the basic unit used for type), as well as millimeters. Designers may use a type scale when sketching out a layout to insert type of an approximate size. A French curve is a drafting tool used to produce smoothly drawn curves.
A multitude of different papers are available to the designer including tracing paper, watercolor paper that does not crinkle when wet, and sturdy cartridge paper. Pencils contain a graphite core that is used to leave a mark on paper. The intensity of the mark depends on the hardness or softness of the graphite. This is represented by the HB classification system in the UK, ranging from 9B (softest and darkest) to 9H (hardest and lightest). US writing pencils have a number system in which #1 is a B grade, #2 is HB, #3 is H and #4 is 2H.
A stencil is a template of holes that form letters and numbers, which can be drawn through and on to a substrate with a pen. An electronic tablet is drawn upon with a stylus and acts as an interface between the designer and the computer. This offers the freedom of freehand drafting, using different tools for rapid production and editing of drawn images. Letrasets are transfers of typographical characters available in a wide range of fonts.
Pantone swatches are essential to obtain accurate colour printing. Several different swatch books are available, which correspond to different collections of Pantone colours, such as the spot, metallic and pastel swatches shown here. Swatches allow a designer to see colour discrepancies at the design stage rather than when a job is on the press.
A typeface sampler is a swatch book for fonts, which allows a designer to consider a wider range when selecting letterforms for a job. Most designers keep paper swatches containing samples of different stocks for reference and inspiration. A paper swatch contains examples of different types of stock allowing a designer to assess the appropriateness of their visual and tactile qualities for a job.
Дата: 2019-02-02, просмотров: 314.