Art Direction I Syllabus for 2013-2014
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Course

ARTC-1349-001 Art Direction I

Prerequisites

ARTC 1313

Course Description

Creation of projects in art direction for advertising graphic campaigns for products, services or ideas. Topic include all campaign procedures from initial research and creative strategy to final execution and presentation of a comprehensive project.

Student Resources Student Resources Website

Department Expectations

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Hours

(3 sem hrs; 2 lec, 4 lab)

Class Type

On Campus Course

Syllabus Information

Textbooks

No Textbook Required.

Instructional Website:  http://thedesignlab.us

Supplies

Basic
Storage device 2 gb or higher (thumb-drive, external hard drive, or cloud storage)
Sketchbook
You may be required to purchase a domain name (usually less than $20)
Students will be required to print projec

Student Performance

Identify aspects involved in a campaign; summarize client-related business practices involved in a campaign; execute an identity and promotional campaign from thumbnails to presentation; simulate client/agency interactions, workflow and expectations of a design studio setting.

Students Rights and Responsibilities

Student Rights and Responsibilities

Log in using the AC Connect Portal

In order to receive your AC Connect Email, you must log in through AC Connect at https://acconnect.actx.edu .

If you are an active staff or faculty member according to Human Resources, use "Exchange". All other students, use "AC Connect (Google) Email".

Expected Student Behavior

• Cell phones and communication devices will be required to be kept inside your purse, bag or pocket.
• Cell phones and devices must be turned to silent.
• No texting during lecture, critique or class room instruction.
• No social networking of any kind during class time.
• Students are required to come to class prepared with all supplies.
• Student are expected to be respectful to each other and all faculty.

Failure to operate within the above guidelines may result in dismissal from the class and student will not receive credit for that day's attendance or activity grade. Further action will be taken if a student exhibits a habitual disregard to the above guidelines.

Plagiarism of any kind will not be tolerated and will be reported.

Grading Criteria

Class Breakdown

Major Campaign: 50%
    logo
    collateral
    non-collateral
    ad campaign
    website
Grind Work (Logos): 20%
Communication: 20%
    feedback on other’s work
    communicating about your main project
Presentation: 10%

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Grindwork (Logos)

2 week logo projects unrelated to major campaign. 15 sketches will be due 1 week from assignment. We'll pick best and that will be developed and turned in 2 weeks from original assignment date. You will receive submit your progress on the logo online, to be given feedback by your peers in the middle of the second week.

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Presentation (2 throughout semester)

You will take the podium and take the class through your project from concept to the current state of your company. Discuss struggles you had, how you arrived at solutions, and why the approach you ultimately took is the right one for the company and its messaging to its target audience.

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Individual Project Rubric

Each individual project will be scored from 0-100 points. The criteria for grading is listed below, with the available point values listed for each. These criteria will be discussed during class, before the first project is graded:   

• Concept / Project Goal ( 0 | 5 | 10 | 15 | 20 )
  Met the overall conceptual and practical goals of the project.
• Project Specification ( 0 | 5 | 10 | 15 | 20 )
  Project was submitted in the proper format, according to size and media specifications, and followed project guidelines.
• Professionalism ( 0 | 5 | 10 | 15 | 20 )
  Project was submitted in a timely fashion, exhibits proper craftsmanship and physical presentation, and is presented in a suitable manner to instructor and class.
• Layout/Design ( 0 | 5 | 10 | 15 | 20 )
  Demonstrates an understanding of fundamental design concepts and uses these effectively to achieve assigned task. This includes exhibiting an understanding of composition, typography, hierarchy, and other design concepts.
• Artwork ( 0 | 5 | 10 | 15 | 20 )
  Project exhibits appropriate and effective use of chosen or specified medium.

Point Value Definitions:
0: Fails to meet requirements | 10: Meets minimal requirements | 20: Clearly understands and accomplishes goal. Well above average.

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Presentation Rubric

Preparation: Remains on point, appears prepared (don't talk about how you forgot your fonts): 20%
Positive Attitude (Even if your day sucks): 20%
Handling of Feedback: Responds appropriately and productively to questions and critiques: 20%
Thoroughness: Throughly explains process, struggles, reasons for choices, and why solution is appropriate: 20%
Professionalism: Presents materials and conceptual approach (your identity) in most positive light: 20%

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Submission Policies

• All projects are due when class starts on the day they are specified to be submitted by the instructor.
• LATE PROJECTS and EXERCISES WILL NOT BE TOLERATED. Instructor will evaluate circumstances with each student to determine the consequences of LATE work submissions.
• Instructor reserves the right to decline the acceptance of any and all late work.
• LATE PROJECTS will receive a 0 (zero) and will not be eligible for a "REDO" option.
• All LATE exercises and projects must still be present and completed in the Final Portfolio.
•  Instructor reserves the right to decline the acceptance of any class work or projects that are significantly incomplete.
•  Students are responsible for staying informed of their grades and status in the class.

Work Development & Process:
Projects are expected to be explored, developed and refined through a process of student work and initiative combined with instructor and peer feedback. For this reason, work that is turned in on critique day should show the completion of this process. If you turn in a project that is a departure from what has been discussed and reviewed prior to critique day, your project will not be accepted. This shows a lack of respect for the process of feedback and revision, and would be unacceptable in a true work environment.

Attendance

THIS IS A STUDIO COURSE. YOUR ATTENDANCE AND PROMPT ARRIVAL TO CLASS ARE ESSENTIAL FOR LEARNING AND EVALUATION.

Though this class meets only once a week, the time commitment required by students is expected to be the same as a normal twice-a-week studio class.

If you miss a class, it is your responsibility to find out what you missed, including new assignments and due dates, and to make arrangements to obtain the materials dispersed (if applicable) and/or catch up on instruction.

ABSENCES
Students will be allowed 1 unexcused absence without penalty. After the first unexcused absence, 1 letter grade will be deducted from the total class grade for each additional absence. 3 absences will result in automatic failure of the course. A breakdown of penalties for absence is presented below:

1 Absence: No penalty
2 Absences: Loss of 1 letter grade
3 Absences: Loss of 2 letter grades
4 Absences: Failure of course

Any exceptions to the above policy will be made at the discretion of the instructor. For an absence to be excused, instructor will require appropriate documentation of the reason for absence.

It is your responsibility to stay up to date on your absences. Note that even if an absence is deemed to be excused – which will require documentation – you still will lose the activity points for that day unless you have made other arrangments with instructor.

TARDINESS
2 tardies = no penalty
3 or more tardies = 1 point will be deducted from communication grade for each tardy beyond 2.

INSTRUCTOR RESERVES THE RIGHT TO DISALLOW LATE ENTRANCE INTO THE CLASSROOM. In such cases grades for Attendance, Activity, Quizzes, and Exercises for that day will be lost.

• Students will be responsible for signing their own name on the attendance sheet in class.
• Instructor is not responsible for student's failure to sign in class attendance sheet.
• Failure by student to sign the attendance sheet will result in an absence.
• Students may request a review of their own attendance record with the instructor outside of class time.

Calendar

Additional Information

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