AD106 Typography and Context
Attachment 1.3h vi
AD106
Typography and Context
Section 1: General Information
1.1
Unit administrative details
Name of Unit
AD106
Typography and Context
1.2
HE Award(s)
Bachelor of Applied Design
(Branded Environment)
Bachelor of Applied Design
(Communication)
Bachelor of Applied Design
(Digital Media)
Duration
Level
12 weeks
100
Core or elective unit
Core unit
1.3
1.4
Unit weighting
Unit Weight
Total course points
10 credit points
240 credit points
Student workload
The expected student workload per week for this unit is:
No. Timetabled hours*
No. Personal study hours**
4
*
**
***
1.5
10
Total time spent per week at lectures, tutorials, clinical and other placements.
Total time students are expected to spend per week in studying, completing assignments.
That is, * + ** = workload hours.
Mode of Delivery
Face-to-face
1.6
6
Total workload hours***
Pre-requisites
There are no pre-requisites for this unit.
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AD106 Typography and Context
Attachment 1.3h vi
Section 2 – Academic Details
2.1
Student learning outcomes
On successful completion of this unit students will be able to:
1. Demonstrate an understanding of principles and practices of typography
2. Illustrate effective responses to typefaces in contemporary branding
3. Explain the implications of information architecture (hierarchy)
4. Demonstrate the ability to experiment independently in the area of application
5. Display an awareness of social responses to typographic styling in the context of public practice
6. Give effective presentations based on self-directed experimentation.
2.2
Unit content and structure
This is a core unit in the suite of Billy Blue Bachelor of Applied Design courses.
The purpose of this unit is to study typography within a specific theoretical framework. This framework
embraces the function of typography as a tool and means for communication.
Students investigate how the understanding of typography influences the communication requirements of
the designer and the theoretical foundations of typography that underpin its function and purpose. They
develop their skills and experience in the use of typography as a means for communication as well as
explore a range of concepts and issues such as emotional perception, cultural differences and social
responses to typefaces in contemporary branding.
The principles and practices of typography in print media, digital media, and branded environments are
covered with the aim of advancing students’ understanding of typography as a design element through
analysis of contemporary examples, self-directed experimentation and reflection of outcomes
Indicative topics and when they will be discussed are outlined below.
Unit Structure
Week
Topic
Week 1:
Review of evolution of typography
Week 2:
Examination of how type informs and is influence by
perception and brand culture
Week 3:
Logo types: words and icons
Week 4:
Layouts and grid system: context and criteria
Week 5:
Production Week
Week 6:
Typographic selection for print, screen, and environment
Week 7:
Typographic experimentation
Week 8:
Typographic experimentation (Elements)
Week 9:
Typographic experimentation (Elements), continued
Week 10:
Production week
Week 11:
Type as narrative
Week 12:
Type as narrative, continued
Week 13:
Typographic experimentation – 3D letter forms
Week 14:
Typographic experimentation, continued – 3D letter forms
Week 15:
Review Week
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Assessment Task
Assessment Task 1
Assessment Task 2
Assessment Tasks 3 & 4
AD106 Typography and Context
2.3
Attachment 1.3h vi
Teaching methods/strategies
The unit will be delivered via four hours per week in a combination of face-to-face lectures, tutorials and
studio practice.
2.4
Student Assessment
Assessment Type
When
assessed
Weighting
Purpose
Task 1
Typographic
experiment (1) –
self portrait using
type as illustrative
element
Week 4
20%
Each student will be required to integrate
text, image and brand identity with printed
collateral
Task 2
Week 9
This assessment addresses student
learning outcomes 1, 2 and 3
Brochure with grid
and logotype
Each student will be required to create an
experimental illustration (self-portrait) that
is restricted by typographical elements
only.
Task 3
Typographic
experiment (2) –
3D letter forms in
physical
environment
This assessment addresses student
learning outcomes 1, 4 and 6
Each student will undertake a research
activity that explores type as 3D object in
physical environment. Students will be
required to include a 250 word statement
reflecting on their practice and their design
outcome.
Week 14
25%
25%
This assessment addresses student
learning outcomes 1, 3, 5 and 6
Task 4:
Using type to
communicate ideas
and voice of
narrative
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Week 14
30%
Each student will be required to create
‘voice of narrative’ by employing principles
of layout, type hierarchy and type
selection.
This assessment addresses student
learning outcomes 1, 3 and 5
2.5
Prescribed and recommended readings
Prescribed:
Lupton, E. (2007) Thinking with type, Princeton Architectural Press
Perfect, C. (1992) The complete typographer, Prentice Hall
Recommended texts
Heller, S. and Meggs, P. (2001) Texts on Type: Critical Writings on Typography, Watson-Guptill
Publications
Heller, S. and Pettit, E. (2000) Graphic Design Time Line: A Century of Design Milestones, Allworth
Press
Hollis, R. (2002) Graphic Design: A Concise History, Thames & Hudson
Honnef, K. et al. (2000) Art of the 20th Century, Taschen
Hughes, R. (1992) Nothing if not critical: Selected Essays on Art and Artists, Penguin
Nosich, G. and Nosich, G. (2000) Learning to Think Things Through: A Guide to Critical Thinking Across
the Curriculum, Prentice Hall
Stangos, N. (1994) Concepts of Modern Art: From Fauvism to Postmodernism, Thames & Hudson
Swales, J.M. et al. (2004) Academic Writing for Graduate Students: Essential Tasks and Skills (2e)
University of Michigan Press
Websites:
http://mitpress.mit.edu/e-books/HP/
www.1001freefonts.com
www.2rebels.com
www.acidfonts.com
www.adgame-wonderland.de/type/bayeux.php
www.allposters.com
www.astigmatic.com
www.bemboszoo.com
www.bmasse.com
www.dafont.com
www.emigre.com
www.fontcraft.com/scriptorium
www.fontface.com
www.fontfactory.com.au
www.fontfreak.com
www.fontpool.com
www.goodbrush.com
www.gutenbergdigital.de
www.gyotaku.com
www.houseindustries.com
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www.identifont.com
www.impressionistprints.com
www.indianhillpress.com
www.joecartoon.com
www.lycettebros.com
www.misprintedtype.com
www.monib.com
www.myfonts.com
www.ni9e.com
www.owlsoup.com/foamtrain
www.psyops.com
www.stencilrevolution.com
www.t26.com
www.typeculture.com
www.typographi.ca
www.typography.com
www.typography.org.uk
www.typophile.com
www.typorganism.com
www.veer.com
Assessment briefs
An assessment brief will be provided for each assessment. The brief will include information such as weighting, due
date, learning outcomes, description of task, instructions, marking criteria, and submission instructions. Briefs will be
provided to students well in advance of the due date of the assessment deadline.
Meeting deadlines
It is your responsibility to organise your time effectively in order to meet deadlines. If you are absent from class when
a brief is delivered, it is your responsibility to obtain a copy of the brief from the lecturer, and the original deadline for
the project will remain unless an extension has been approved.
Extensions
If you anticipate that you’ll need an extension for a project before the published deadline you must apply for the
extension using an Application for Extension form.
These forms are available from Student Services and the
Learning Portal. The extension must be approved by the Program Director at least three days before the deadline.
Extension can only be granted due to compassionate or compelling circumstances that are generally beyond your
control and which have an impact upon your course progress or wellbeing.
Submission of assessments
Assessments are to be submitted directly to the lecturer by the due date. Hardcopy submissions are to be handed
directly to the lecturer, and softcopy documents submitted in the lecturer’s drop box. Your lecturer will maintain a
record of the submission to avoid any later confusion.
Three-dimensional submissions (such as sculptures and models) are to be accompanied by a photograph. You can
take your 3D work home on the day of assessment after the lecturer has assessed it, leaving the photograph as a
reference for your lecturer.
Late submissions
Late assessments are to be submitted at the Resource Centre, and need to be accompanied by a Late Submission
form, which is available from the Resource Centre and Learning Portal. The form is to be completed by the student,
and signed off by Resource Centre staff. If you hand work in late due to illness or compassionate or compelling
circumstances, attach documentary evidence to the Late Submission form.
In such cases, the work must be
submitted on your first day back at College.
Late work attracts a penalty of 10% per day, unless the lateness is due to compassionate or compelling
circumstances.
Reassessments
If you obtain a mark of 45%-49% for an assessment, you can request a reassessment from your lecturer within 5
working days of receiving the result. Only one reassessment can be offered for each failed assessment. A successful
reassessment can only be awarded a Pass.
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Academic Integrity
Any form of plagiarism or other type of academic misconduct may endanger your position at the College. Behaving
with academic integrity means valuing honesty in learning and submitting assignments and exams that are all your
own work (except for reference material acknowledged appropriately), and you never help others to cheat on
assignments and exams.
Plagiarism refers to the deliberate or inadvertent use of someone else’s intellectual property without proper
acknowledgement. Any borrowing, and its source, must be clearly indicated in your text, not just a reference list at the
end. If you incorporate material from secondary sources to support your research or arguments, then the reference to
these sources should be clear and unambiguous.
Academic misconduct includes:

Plagiarism, and failing to properly acknowledge sources

Taking unauthorised material into exams

Permitting others to copy answers in an examination or assessment

Exchanging notes in an exam

Inappropriately obtaining prior knowledge of an exam’s contents

Downloading material from the internet into an assessment or using material purchased, acquired, or
commissioned from sources that write assignments for payment.

Incorporating material that has been previously submitted for assessment, without so stating. If inclusion of
previous work is warranted it should be referenced fully

Presenting group work as an individual assignment.
Penalties for plagiarism or other types of academic misconduct range from a verbal or written warning; surrendering
unauthorised materials; downgraded marks; failure, or being deemed Not Yet Competent for item(s) of assessment;
failure of a unit of study; to suspension or expulsion. Familiarise yourself with information on how to avoid plagiarism
and what is good practice. (Refer to the Think: Colleges Academic Writing Guide).
Attendance
You are required to attend all your classes and any additional events organised by your lecturers. You are also
required to arrive on time. If you arrive more than15 minutes late, you will be marked as absent, regardless of
reason.
Students should refer to the current student handbook for more detailed
information about their participation in Billy Blue courses.
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