Assignment 01
Essay Response Poster

Oftentimes graphic design is reduced to the visual. A viewer encounters a piece of ephemera with a common set of pre-conceived notions in history, culture and their own semiotic view of the world. They have to internalize the visual based in-part (mostly) on the formal aspects they see and in what context it’s viewed. Unbeknownst to the passerby, the designer has followed multiple paths of decisions that lead them to their final solution.

The point is, the designers process is hidden when the project is delivered, the ink has dried, the code is rendered by the browser… these paths they’ve traveled lay on the cutting room floor. The classroom is different. We have a unique opportunity to discuss the ‘why’ just as much as the ‘what’. This discussion will help shape what ‘design’ is to you. As you continue your practice you will learn, challenge yourself, change your mind, and develop your process.

Read Michael Rock’s essay “Designer as Author”. As you read, write down certain notes, thoughts & opinions and highlight passages throughout the text. Use your poster as a response to Rock’s essay. You are to use this essay as a prompt to design a type–only 18×24 in. poster. Consider Rock’s many ways in which he debates the importance (or lack thereof) of the designers role.

In addition to your full size poster you must bring in 20 sketches that visualize your process. These could be (but not necessarily have to be) drawings of different concepts, quick explorations done on the computer of the same concept, a documentation of the poster in different forms before your final composition was realized, etc. Present these as a stack of 20 8.5×11 in. sketches/print outs. While working through your process, take the cards advice into account. How can it lead you to unexpected places? Use other cards as inspiration as well.

Craft is a critical component to this assignment. If you decide to tile your poster it should be perfectly constructed, with no tape, seams or adhering methods visible. If your poster is not perfect it will be passed over during our crit. Take pride in your work and display it properly. Hang it with clear thumbtacks and make sure it’s straight and orderly.

Be ready to present your poster with a rationale for the typeface you’ve chosen and an explanation of your concept.

Deliverables
1Final, full size poster
18×24 in
20Sketches
8.5×11 in
3Notes/thoughts/opinions/favorite passages
from the essay for discussion

Background

2×4 is a design consultancy located in New York as well as across the globe. Michael Rock is one of three founders of the studio. He is a leader in design criticism and writing. His essays and thoughts will accompany this semesters assignments.

Designer as Author was written in the mid 1990’s when Graphic Design was questioning what it was as a profession. Rock considers the role of the designer thoroughout his essay.