Symbols, logos and logotypes

Symbols and logos are special, highly condensed information forms or identifiers. Symbols are abstract representation of a particular idea or identity. The CBS “eye” and the active “television” are symbolic forms, which we learn to recognize as representing a particular concept or company. Logotypes are corporate identifications based on a special typographical word treatment. Some identifiers are hybrid, or combinations of symbol and logotype. In order to create these identifiers, the designer must have a clear vision of the corporation or idea to be represented and of the audience to which the message is directed.

NOTES

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CBS “eye” – «глаз» Си-би-эс (Коламбиа Бродкастинг Систем)

VI. Reread Text I, write down the sentences with Gerund and Participle constructions and translate them.

VII. Find in Text I words or phrases which mean the same as

• to show to unite to carry out

• placard insuperable to hold up

• to utilize to impartpublic

VIII. Look at the way the following terms are used in Text I and try to explain them according to the model:

Model

Сoveris a binding or enclosure for a book or magazine.

Templateis a pre-developed page layout in electronic or paper media used to make new pages with a similar design, pattern, or style.

“process” colors, “spot” colors, copywriting, margin, typeface, letterhead.

IX. Look at the way the following words are used in Text I and then circle the correct part of speech:

verbal (par. 1) noun verb adjective

painted (par. 2) noun verb participle

creative (par. 3) noun verb adjective

visual (par. 4) noun verb adjective

images (par. 5) noun verb adjective

meaning (par. 6) noun verb gerund

presenting(par. 6) noun verb gerund

change (par. 7) noun verb participle

balance (par. 8) noun verb adjective

impact (par. 9) noun verb adjective

forms (par. 10) noun verb adjective

X. Fill in the gaps with the prepositions from the box.

to at of from with to on by of

1. Graphic designers work … drawn, painted, photographed, or computer-generated images (pictures).

2. Graphic design is a part … your daily life.

3. The designer works with a variety of communication tools in order to convey a message … a client to a particular audience.

4. People respond … images instinctively based on their personalities, associations, and previous experience.

5. In some cases, designers rely … words to convey a message, but they use words differently from the ways writers do.

6. Designers are experts … presenting information in a visual form in print or on film, packaging, or signs.

7. They explore the creative possibilities presented … words (typography) and images (photography, illustration, and fine art).

8. On the one hand, a client is often too close … the message to understand various ways in which it can be presented.

9. Some identifiers are hybrid, or combinations … symbol and logotype.

XI. Find the English equivalents in the text:

сложная система; показать процесс; визуальное средство; коммерческий логотип; рекламное объявление в журнале; обложка альбома; вывод данных на печатающее устройство вычислительной машины; передать сообщение; разнообразие средств коммуникации; сделанная вручную надпись; текстовой набор в гранках.

XII. Work in pairs. Discuss the difference between Print design and Web Design mentioning the following points: types of media, audience, layout, color, technology, careers. (Use the phrases of expressing opinion in the Appendix).

XIII. Now read Text II and see if you were right.

TEXT II

PRINT DESIGN VS. WEB DESIGN

Designing for print media versus designing for the web can be a completely different experience. To understand better these differences, the two can be compared in major topic areas: types of media, audience, layout, color, technology and careers.

Types of Media: before looking at the actual differences in design, it is important to know what type of work you may find yourself doing in each field.

As a print designer, you may work on:	As a web designer, you may work on:
· Magazine advertisements. · Product design and packaging. · Business cards. · Logos.	· Standard HTML websites. · Flash websites*. · Email newsletters. · Banner advertising.

Of course the list can go on for both, but the basic difference is that when designing for print you will end up with a finished product that someone can hold in their hand, and when designing for the web you will generally work on an ever-evolving piece viewed on a computer display.

Audience: when beginning a project, it is important to think about the experience of your audience, which differs greatly between print and web design. At the most basic level, the web is interactive and print pieces are usually not.

In print, you are trying to get your audience to stay on a page long enough to get a marketing message across. You are often faced with a limited area in which to achieve this, such as a one-page magazine ad. In some cases, you are trying to catch their attention and have them dive deeper into your product, as with a book cover or the first page of a brochure. One of the benefits of print design is that you are dealing with a physical product, so physical properties such as texture and shape can help you achieve your design goals. As an example, paper companies will take out magazine ads printed on their own paper, allowing the audience to feel the weight and texture of their product.

On the web, you are generally trying to keep your audience on a specific website for as long as possible. The amount of pages to work with can be unlimited, so you ‘tease’ the audience with snippets of content to entice them into clicking further into your site. Clear navigation (buttons that users click to get to the sections of your site), animation, sound and interactivity all come into play.

Layout: both print and web design require clear and effective layout. In both, the overall goal is the same - using elements of design (shapes, lines, colors, type, etc) to present content to your audience.

The differences start in the available space to create your design:

In print:	On the web:
· Your space is generally measured in inches. · You can be dealing with anything from a business card to a highway billboard. · You know the space allowed from the start and that your finished product will look the same to everyone who sees it. · You must have bleed and safety areas to guarantee print results.	· You are measuring your space in pixels. · You are faced with a challenge - designing your sites to look the best on all size monitors and at all monitor resolutions. · A consistent design, with consistent navigation (always in the same place) is a key to keeping people on your site.

Another major difference is how you actually achieve your layout. As a print designer, you know the final piece will be delivered as-is to the printer, though you must make the final print job appears as intended. As a web designer, you must keep in mind that you will deliver your design to a programmer (if not doing it yourself) who will prepare it for the web.

Color: dealing with color can be very tricky in both print and web design. It is important to understand each of the color models and spaces, such as RGB, CMYK and HSV. Below are some of the choices, issues and concerns when dealing with color in print versus web design.

In Print Design:	In Web Design:
· Consider the difference between your colors on screen and on paper. · Again, a “proof” can help ensure you are getting the desired results. · You often choose “spot” or “process” colors for your printer to use. These are colors you choose from a palette and identify with a code that you provide to your printer.	· Consider the difference in colors from monitor to monitor. · How color will be affected by brightness and contrast changes. · Colors are represented by “hexadecimal values” (6 digit numbers). Again, this responsibility may fall on a programmer, but you may be providing these values to them.

Technology: keeping up with the latest technology is necessary in both print and web design. For both, it is important to work in graphic programs such as Adobe Photoshop, Illustrator, and InDesign. For print designers, knowing the latest advances in the printing process will help you to achieve the best results in your work. For web designers, knowing what your programmer (if not yourself!) can and cannot do will help you to provide the most effective designs.

Careers: a career in graphic design can mean many things. Below are just a few examples of specific jobs in print and web design.

Print:	Web:
· Art Director at a magazine. · Ad designer at an ad firm. · Package designer for a cosmetics company. · Designer for a t-shirt company.	· Web designer for a social networking site. · Flash designer for movie websites. · Banner ad designer for a marketing firm.

Which to Choose?

Ideally, deciding which type of design to pursue will be based on experience. Even if you create your own personal projects, try creating some print pieces (such as your own business card) and websites (create a mockup of your online portfolio). See what you enjoy, and learn more about it! Think about the differences in this article and what you’d like to focus on.

Learning both print and web design will make you even more marketable. In today’s job market, listings often ask for a focus on one, but knowledge of both. As a freelancer, being able to offer a client a full marketing package, with print materials and a website to match, will only help to grow a business and build an impressive portfolio.

NOTES:

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*Flash websites: flash is a multimedia technology used for creating animations and interactive websites. Web developers often use Flash to add dynamic content that is not possible with HTML or other scripting languages. Some examples include splash screen animations, YouTube videos, and interactive song playlists.

XIV. Choose the correct word or word combination to complete the sentences:

1. As a print designer you may work on…

a) business cards and logos;

b) flash websites;

c) banner advertising.

2. As a web designer you may work on…

a) magazine advertisements;

b) business cards and logos;

c) standard HTML websites and flash websites.

3. In print design physical properties such as … can help you achieve your design goals.

a) clear navigation;

b) texture and shape;