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Design for Communication
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Table of Contents

Introduction 15

What Is Graphic Design? 15

What Do Graphic Designers Do? 16

I Want to Be a Graphic Designer—Where Do I Begin? 16

The Design Process 17

Why Bother with Such a Long Process When I Just Like to Make Things? 20

Why Should I Do These Assignments? 20

Section 1: The Elements and Principles of Design 23

Star Symbol/Susan Merritt, San Diego State University, San Diego 26

Object Semantics/Kermit Bailey, North Carolina State University, Raleigh 34

Symbol Design/Lisa Fontaine, Iowa State University, Ames 38

Lettermark/Susan Merritt, San Diego State University, San Diego 43

Vinyletteror/Kenneth Fitzgerald, Old Dominion University, Norfolk 49

Letterform as Shape/Jan Conradi, State University of New York at Fredonia 53

Concert Poster/Arnold Holland, California State University, Fullerton 58

Design History Chair/Hank Richardson, Portfolio Center, Atlanta 63

Section 2: Typography as Image 67

Shaping Words/Richard Ybarra, Art Institute of California, San Diego 68

Newspaper Stories—A Typographic Workshop/Jürgen Hefele, Fachhochschule Augsburg, Germany 70

Typographic Self-Portrait/Esen Karol, Mimar Sinan University, Istanbul, Turkey 76

Typographic Self-Portrait/Elizabeth Resnick, Massachusetts College of Art, Boston 79

Typeface Poster/Hyun Mee Kim, Samsung Art and Design Institute, Seoul, Korea 83

Directions Poster/Frank Baseman, Philadelphia University, Philadelphia 86

Poetry in Motion/Elizabeth Resnick, Glenn Berger, Massachusetts College of Art, Boston 91

Section 3: Creative Wordplay 97

Descriptive Pairs/Elizabeth Resnick, Massachusetts College of Art, Boston 99

Letters as Image/Hyun Mee Kim, Samsung Art and Design Institute, Seoul 102

Concrete Poetry/Kenneth Fitzgerald, Old Dominion University, Norfolk 105

Arthur Murray Dance Advertisement/Frank Baseman, Philadelphia University, Philadelphia 109

CD Cover: Typographic Music/Heather Corcoran, Washington University, St. Louis 114

Section 4: Word and Image 121

Word and Image/Elizabeth Resnick, Massachusetts College of Art, Boston 123

Book Cover Design: The Interpretation of Dreams by Sigmund Freud/Elizabeth Resnick, Massachusetts College of Art, Boston 127

Book Cover Design: Einstein’s Dreams by Alan Lightman/Elizabeth Resnick, Massachusetts College of Art, Boston 131

Postage Stamp Design: A Celebration of Cultural Diversity in America/Elizabeth Resnick, Glenn Berger, Massachusetts College of Art, Boston 135

Postage Stamp Design: A Celebration of American Primary Education: Reading, Writing, Mathematics, and Science/Elizabeth Resnick, Massachusetts College of Art, Boston 140

Stamp Design/Michael Burke, Fachhochschule Schwäbisch Gmünd, Germany 145

Sculpture Poster/Tom Briggs, Massachusetts College of Art, Boston 148

Gardening Poster/Karen Berntsen, Carnegie Mellon University, Pittsburgh 151

The Kitchen of Meaning Exhibition Poster/Kermit Bailey, North Carolina State University, Raleigh 154

Section 5: Grid and Visual Hierarchy 159

Typographic History Spread/Elizabeth Resnick, Massachusetts College of Art, Boston 160

Two-Sided Typeface Poster/Judith Aronson, Simmons College, Boston 165

Three Type Specimens/Carol Sogard, University of Utah, Salt Lake City 174

Visual Poetry Calendar/Peggy Re, Beth Hay, University of Maryland, Baltimore County 178

The Science Lecture Series Posters/Elizabeth Resnick, Massachusetts College of Art, Boston 187

Book: Lewis and Clark/Heather Corcoran, Washington University, St. Louis 191

Journey Journal/Gülizar Çepoğlu, London College of Printing, London 195

Section 6: Visual Advocacy 201

The Literacy Poster: Learn to Read/Elizabeth Resnick, Massachusetts College of Art, Boston 203

Human Rights Poster/Elizabeth Resnick, Massachusetts College of Art, Boston 208

Designing Dissent: Advocacy Poster Series/Elizabeth Resnick, Massachusetts College of Art, Boston 212

Happy Deutschland/Jürgen Hefele, Fachhochschule, Augsburg, Germany 218

Three-dimensional Direct Response (Mail) Solicitation/Elizabeth Resnick, Glenn Berger, Massachusetts College of Art, Boston 221

Tolerance Bus Shelter Poster/Frank Baseman, Philadelphia University, Philadelphia 228

Bibliography 235

Instructor Contact Information 247

Index 249

About the Author

Elizabeth Resnick is Chair of Communication Design at the Massachusetts College of Art in Boston. She also operates a design studio specializing in publication design and corporate communications.

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