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Final Course Summary

Throughout this semester, I was able to acquire a lot of knowledge from Digital File Preparation that I know will be beneficial to me in the future. Prior to taking this class I wasn’t really even aware that there was a right and a wrong way to prepare a file, I was mainly just interested in whether or not the design was aesthetically appealing. While I still think the aesthetics of a design are tremendously important, I now realize that if the file isn’t prepared correctly, and as a result doesn’t print the way it was intended, it doesn’t matter how well it is designed. So the main takeaway for me from this class was that the design and preparation aspect are of equal importance, every project must have both to be effective.

Additionally, I was able to improve my proficiency in InDesign, Photoshop, and Illustrator through working on the various projects over the course of the semester. I really enjoyed all the projects we completed, though I wish design could have been more of an emphasis. I understand that the course is structured to focus on file preparation but just as a design is useless if not prepared well, a well prepared file is useless if not designed well.

Overall, I really liked this class. I feel like I was challenged and learned a lot from it. 

Adobe Tutorial: How to Replace the Sky in a Photo

Step 1: Select all of the original photo (command + A) and copy it. 
Step 2: Paste it into the replacement sky document window. The original photo is now on its own layer (layer 1) and will be blocking the replacement sky photo.
Step 3: Duplicate the original photo (command + J)
Step 4: Remove the visibility of the top layer (the duplicated original photo) by clicking on the visibility icon to the far left of the layer's preview thumbnail. 
Step 5: Click on layer one to make it the active layer. 
Step 6: Select the area of the original photo you want to protect by using one of the lasso tools or the quick selection tool. 
Step 7: Once you have the area selected you want to protect, convert the selection to a layer mask by clicking on the layer mask icon at the bottom of the Layers Panel.  
Step 8: Turn on the visibility of the top layer. 
Step 9: Double click on the layer's preview thumbnail. This will open the Layer Style dialog box Blending Options. In the Advanced Blending section, change the Blend If option to Blue. 
Step 10: On the This Layer slider bar, drag the right slider to the left. This will cause the sky in the original photo will  to disappear, keep dragging until most of it is gone. 
Step 11: Hold option (or alt for windows) on your key board and click on the slider and keep dragging toward the left. This will split the slider into two. Now you can adjust them independently of each other. Adjust the sliders until you are happy with the result, then click okay to complete the sky replacement. 

replacement sky

original photo

final result

 
 sources: 
http://www.photoshopessentials.com/photo-editing/replace-sky/ 
Photos were downloaded from flickr.com creative commons
 

Job Search Analysis 3

Junior Creative Designer

The Junior Creative Designer will primarily provide assistance to the creative team designers on a variety of different projects (brand promotions, packaging development, online and print advertisements, etc.) to ensure the projects are both accurate and completed by the scheduled deadline. Responsibilities of this position are project planning, development, management, and execution; assisting with the management of all print and online materials, including updates and revisions; maintain consistency throughout all the brand properties as well as give strategic suggestions to improve products and brand presence; assists as the contact to outside vendors and other departments; good understanding of digital media, branding, and interactive design; and contributes to other communications and related assignment as needed.

Education Requirement: Bachelor’s degree in Graphic Design, Visual Communication, or comparable study. 

Preferred Skills & Software:

·      Experience in creating print documents, pre-press to press checks.

·      Adobe CS: Photoshop, InDesign, Illustrator, etc.; Microsoft Office: Excel, Outlook, Word,     Powerpoint.

·      Video editing, HTML, and social media experience is preferred.

·      Exceptional communication, organizational, and management skills.

·      Self-motivated, problem-solver

Salary Range: The salary range for a Designer (print, web, and interactive) is $40,000 to $55,000.

Years of Experience: Entry-level position

Sources: http://www.linkedin.com/jobs?viewJob=&jobId=2862009&srchIndex=31&trk=njsrch_hits&goback=%2Ecjp_*1%2Efjs_*1_*1_*1_Y_*1_*1_*1_2_R_true_*1_*2_*2_*2_*2_dsgn_*2_2+1

http://designsalaries.org/

Lawsuit Article Review

The North Face Apparel Corporation vs. The South Butt LLC

In December of 2009, The North Face Apparel Corp. filed a lawsuit against the The South Butt LLC—a parody apparel line created by University of Missouri student Jimmy Winkelmann. The North Face filed the lawsuit based on allegations that The South Butt was “marketing apparel that directly and unabashedly infringes and dilutes The North Face’s famous trademarks and duplicates The North Face’s trade dress in its iconic Denali jacket.” The South Butt was created as a parody of The North Face. Its brand identity (logo, tag line, apparel, etc.) is remarkably similar, if not exactly the same, as The North Face. Does piracy under the assertion of parody make it okay? The lawsuit was settled in April of 2010. However, the terms of the settlement agreement were not disclosed. 

Article sources:

http://www.msnbc.msn.com/id/36334733/ns/business-consumer_news/t/north-face-settles-lawsuit-against-south-butt/#.T47IOzJWp78

http://assets.bizjournals.com/cms_media/stlouis/pdf/southbuttsuit.pdf

Image sources:

http://www.ahoodie.com/wp-content/uploads/2010/08/www.ahoodie.jpg

http://www.sheimagazine.com/blog/wp-content/uploads/2010/01/black-jacket.jpg

http://francisanderson.files.wordpress.com/2010/02/north-face-south-butt-logos.jpg

http://img.tribevine.com/865952f8f0f91f03495051cbc3438ff3.jpg.LARGE.png

http://www.thenorthface.com/catalog/sc-gear/mens-jackets-vests/men-39-s-denali-jacket.html

Job Search Analysis: Position 2

RELEVANT Magazine: Designer

Job Description: The Designer position is involved in a vast range of design projects. These projects include: magazine and book design, marketing campaigns, content-driven website design, story graphics, client projects, and beyond. Print is the foundation at RELEVANT, however digital media also plays a significant role in what we do. Therefore, a versatile designer who has experience in both print and web are preferred. The ideal candidate filling this position is a creative, big picture thinker and problem solver who stays current with the latest design trends and has an exceptional ability to self-manage.

Education Requirement: Degree in graphic design or equivalent experience

Preferred skills & software:

·      Proficiency in Adobe InDesign, Photoshop, and Illustrator is required

·      Experience in editorial and marketing design and motion and digital design

·      Able to multitask, meet deadlines, and work in a team environment

·      Knowledgeable about typography

·      Interest in RELEVANT’s audience and subject matter

Salary Range: The salary range for a Designer (print, web, and interactive) is $40,000 to $55,000.

Experience: 1+ year of agency or media experience

Sources:

http://www.relevantmediagroup.com/designer/

http://designsalaries.org/

Adobe Software Tutorial

Photoshop: Quick HDR Effect 

Start Image

End Image

Steps:

Step 1: Duplicate the original image.
Step 2: Name the copy Shadows/Highlights. Go to Image > Adjustments > Shadows/Highlights. Set the Shadows and Highlights amount to 50%. 
Step 3: Duplicate the layer and name the copy Desaturate. Go to Image > Adjustments > Desaturate. Then change the layer blending mode to Hard Light. 
Step 4: Duplicate the original image and name the copy Blur. Go to Filter > Blur > Gaussian Blur and set the radius to 40 pixels. Then move the layer on top of the other layers and set the layer blending mode to Soft Light. 
Step 5: Flatten the image and save. 



Source: http://www.icanbecreative.com/quick-hdr-effect-photoshop-cs5-tutorial.html
(image was taken by me.) 

Job Search Analysis: Position 1

Graphic Designer/Marketing Coordinator

Job Description:

The Graphic Designer/Marketing Coordinator assists with the development and implementation of marketing/advertising initiatives by designing, planning, and producing graphics for copy, advertising, online, mailers, newsletters, multimedia presentations, and other printed materials. Regularly coordinates with various outside vendors to complete projects. Maintains, tracks, and replenishes promotional materials. Prepares marketing reports. Collaborates with CRM to maintain and analyze databases.

Education Requirements: Bachelor’s Degree

Preferred skills & software:

Applicant must be proficient in Adobe CS5 (Photoshop, Illustrator, InDesign,); Microsoft Office products; and some social networking tools. Familiarity with web design coding (CSS, HTML) and knowledge of pre-press procedures is preferred. Close attention to detail. Exceptional organizational and interpersonal skills. Able to manage several projects and project deadlines simultaneously.

Salary Range:

On average, a Graphic Designer/Marketing Coordinator earns a salary of $38,000. However, this range varies significantly with location, experience, industry, company, and the like.

Years of Experience:

2+ to 5 years of experience. A minimum of 3 years work experience, as a graphic designer, is preferred.

Sources:

http://jobview.monster.com/Graphic-Designer-Marketing-Coordinator-Job-Woodland-Hills-CA-108678570.aspx

http://www.simplyhired.com/a/salary/search/q-marketing+coordinator%2F+graphic+designer

Final Project

Bulletin:

The purpose of the bulletin is to inform individuals who attend Sunday service about the service, church activities, etc. Therefore, the target audience is people attending the church on any given Sunday. Considering the content that appears in the bulletin will vary, the call to action will change from week to week depending on the individual (i.e., member or visitor) and the church activities.  

Project Specifications:

• Trim size: 8 in. x 11 in.
• Margins: .25 in.
• Bleed: .125 in.
• Folded (folds to 5.5 in. x 4.5 in.) 
• Black and White  
• Master Image List items: Vector Image 

The price to produce 500 bulletins is $32.43.

Brochure: 
The purpose of the bulletin is to create awareness for the First Baptist Church of Girard and inform them about the church's ministries. The target audience is individuals who are  seeking a church to attend, with the call to action being to visit the church. 

Project Specifications:

• Trim Size: 16 in. x 5 in.  
• Margins: .25 in.
• Bleed: .125 in.
• Folded (folds to 4 in. x 5 in.)
• Color
• Master Image List items: 4 Color Raster (2), Duotone Raster, Vector Image 

The price to produce 500 brochures is $261.37.

Bulletin Thumbs

Bulletin Rough 1 - outside

Bulletin Rough 1 - inside

Bulletin Rough 2 - outside

Bulletin Rough 2 - inside

Brochure Thumbs

Brochure Rough 1

Brochure Rough 2

Brochure Folding Dummy

Bulletin Folding Dummy

 

Brochure - Front (right); Back (left)

Brochure - Inside

Bulletin - Front

Bulletin - Front and Back

Bulletin - Inside

Copyright: 
The First Baptist Church logo used in the bulletin and brochure was created by me in Illustrator.
The raster images in the brochure were free downloads from creativeswap.com.
All other elements, in both the bulletin and brochure, were generated by me using Photoshop and InDesign. 

Adobe Tutorial

Selective Coloring Effect in Photoshop

Before

After

Step 1: Quick selection tool to select the basketball. 
Step 2: Invert the selection (Select > Inverse). 
Step 3: New adjustment layer (from icon in the Layers Panel), select Black & White. 

Sources

Tutorial: http://www.photoshopessentials.com/photo-effects/selective-coloring/

Image: downloaded from flickr creative commons (http://www.flickr.com/photos/47611288@N00/3222971810/)

National Logo Redesign - JCPenney

Reason for the Rebrand:

Earlier this year JCPenney unveiled a new logo design. In addition to the new logo, JCpenney announced (on January 25, 2011) that they are performing a complete renovation of their marketing strategy as well as their product line. JCPenney CEO Ron Johnson made the following statement regarding this announcement: "The department store is the number one opportunity in retail today. We are going to rethink every aspect of our business, boldly pursue change, and create long-term shareholder value, as we become America's favorite store. Every initiative we pursue will be guided by our core value to treat customers as we would like to be treated - fair and square. Beginning February 1, we will have Fair and Square Pricing, making every day a great day to shop. We will create tremendous excitement through monthly promotions that are in sync with the rhythm of our customers' lives. And we will transform each and every jcpenney store over the next four years with a month-by-month, shop-by-shop roll-out of exciting new merchandise initiatives.” In recent years, JCPenney had experienced declining sales and numerous store closing. This rebranding initiative is undoubtedly a response to the department store’s recent struggles. The new logo looks to be an attempt to modernize their look in hopes of increasing sales.

http://www.shoppingblog.com/2012pics/jcpenney_new_logo.jpg

Characteristics of new logo:

According to JCPenney, their new logo is intended to remind consumers of the American Flag and their “commitment to treating customers Fair and Square.” Additionally, the imagery of the square will play a significant role in the companies marketing campaigns. As you can see in the picture to the right, the new logo consists of a red square outline and a blue square in the top left hand corner with ‘jcp’ in white text. It’s a very simple, clean design that depicts a more contemporary feel than their previous designs.

Implementation:

JCPenney began its implementation process on February 1 with the unveiling of their new logo design and announcement of the planned overhaul for their marketing strategy and product line. In August of 2012, JCPenney will begin updating their stores nation wide with their updated look and new merchandise. The implementation of these new initiatives is expected to conclude by the end of 2015.

Opinion:

In my opinion, JCPenney has been long overdo for a total transformation of their brand. The old JCPenney logo didn’t elicit any sort of representation of the brand, which only added to the confusion of their brand identity caused by the company’s overuse of sales events. While the new logo design is moderately boring and not exactly eye-catching, it has to potential to be effective. If JCPenney is able to successfully employ their new marketing strategy and create the imagery they desire with their new logo, it could become an exceptional representation of the brand. In turn, creating a strong brand identity and clear positioning of the company in the minds’ of consumers. As it seems, they are off to a good start, since beginning the rebranding process the department store’s stock value has increased and the outlook for 2012 is bright.

http://designbuddy.com/new-jcpenney-rebrand-and-logo-design

http://ir.jcpenney.com/phoenix.zhtml?c=70528&p=irol-newsCompanyArticle&ID=1652614&highlight=

Everyday Design Inspiration

From product to package design and everywhere in-between, Apple without fail has designs that are not only aesthetically appealing but also effective. The most notable aspect among all of Apple’s designs is their simplicity. I really enjoy the beauty in simplicity, and Apple does an exceptional job of exemplifying this idea.

Color: This display’s design, like the majority of Apple’s designs, has a basic color scheme of black and white. The contrast of the black background and white iPad2 text with the Apple logo is an attention grabber.

Typography: The typography used is a san serif typeface (possibly Helvetica). I really like this font with the design because it adds to and reinforces the overall simplicity. Additionally it is easy to read, which will increase the likelihood of it being read.

Logo Design: Over the years, it has evolved to a simple graphic only logo and is recognized across the world.

Target Audience: People who enjoy new, user-friendly technology as well as professionals.

Call to action: Buy the iPad 2. 

Color: The color scheme used is: light brown, black, light blue, and white. There are also various color photos on the side of children receiving TOMS. The use of neutral colors (brown, black, white) allows for the logo to become the main focal point of the design.

Typography: I really like the different weights used for the font, drawing emphasis to the key parts of the copy.

Logo design: TOMS logo is a basic flag design. It’s simple but I feel like it contains a lot of imagery, like it’s a flag that connects us all through giving.

Target Audience: Really, their target audience probably encompasses a wide range. However, taking everything into consideration, their main target audience is probably individuals 13-30.

Call to action: With the photos on the side of the shoebox, making the experience/purchase more personal, and the reminder that every time you purchase a child in need receives shoes, the call to action is without a doubt for you to buy another pair of TOMS.

 Truvia is natural, zero calorie, sweetner. I really liked this design as a whole. The clean-feel of the design consistently reinforces the fact that Truvia natural through its use of color, typography, and logo.

Color: Mainly two shades of green. I really like the use of greens because I feel as though it is a good depiction for the product being natural.

Typography: The design uses a san serif typeface, adding to the clean-look of the design. The design’s clean-look is also a good portrayal for the product being natural.

Logo Design: Text logo with a variation in the shade of green used, which gives the text a leaf-like look to the text. This again reinforces that the product is natural.

Target Audience: Most likely women (who may or may not be health conscience) looking for a natural and/or low calorie sweetner.

Call to action: Buy Truvia

Magazine Ad & Billboard Project

For the magazine ad and billboard project, we were to come up with a concept and create a design for a full-page magazine ad and billboard. The magazine ad is to be full color and designed for a specific publication, thus the publication specifications for the chosen magazine must be obtained. The billboard is to coincide with the design of the magazine ad.

The concept for my designs is a movement that I made up called (RE)define. Essentially, the (RE)define movement challenges Christians to renew their perspective by gaining a deeper understanding of their belief and turning what they believe into what they do, not just what they say. I’m approaching this as though it really is an unknown movement that is just beginning to get its start. Therefore, the purpose of the magazine ad and billboard is to create awareness as well as encourage people to seek out more information and get involved. The target audiences are proclaiming Christians of all ages and those who hold leadership positions in churches.

Magazine Ad:

The publication I chose for the magazine ad is Christianity today because the readers of the magazine fit my target audience, as they are people who are or claim to be Christians. The call to action for the magazine ad is for the viewer to read the Microsoft Tag (with their smartphone app), which will take them to the (RE)define website, providing them with more information.

Project Specifications:

File format:PDF

Color mode: CMYK

Trim size: 8” x 10 ¾”
Non-bleed: 7" x 10"
Bleed: 8 ¼” x 11” (minimum 1/8” bleed required; prefer ¼” make sure PDF includes bleed
Live area: For all bleed ads, keep live area 3/8” from trim on all sides.

Billboard:

The call to action for the billboard is for the viewer to seek out more information on the (RE)define movement through social media and/or given website.

Project Specifications:

File format: Flattened JPG maximum
Resolution: 72
Canvas size: 1400 X 400 pixels 
Color mode: RGB

 

Magazine Ad Thumbnails

Magazine Ad Roughs

Billboard Thumbnails

Billboard Roughs

Magazine Ad - Final

Billboard - Final

Master Image List elements: 4 Color Raster (5 images); Vector Image

Copyright statement: All mountain images in the magazine ad were downloaded from flickr.com creative commons. Microsoft Tag was generated by me from tag.microsoft.com. Images in the billboard file were downloaded from flickr.com creative commons. All othere elements in the magazine Ad and Billboard files were generated by me in InDesign, Illustrator, and Photoshop.