Archive for January, 2010

Design Concept

A design concept can be defined as the creative solution to a design problem. Conceiving a concept is the hardest part of the creative process, the part that separates the creative designer from the mediocre one.

Essentially, it means you have a reason for doing what you are doing, for the imagery and colors you select, for cropping something or using a particular font. It’s the framework for all your design decisions. This reason and the elements you use to convey it should accurately communicate the established objectives. (Landa, Robin. “Create A Concept, 18.” Thinking Creatively. Cincinnati: North Light Books, 1998.)

One of my all time favorite ad campaigns is by Nike. They coined the phrase Just Do It in 1988. Since then, they have become a world leader in the sales of athletic shoes and apparel. The concept for these ads was to show professional athletes who were able to compete in multiple sports because of their Nike gear. One of my favorite ads was of Bo Jackson, at the time a running back for the Oakland Raiders and a left fielder for several major league baseball teams. The ads were all about ‘Bo knows…’ all of the various sports. One of them showed Bo working out, and while on an exercise bike, asking, “When is that Tour de France thing?” Although it was a joke, the idea that Bo was a multisport professional athlete and he could compete in whatever sport he put his mind to helped Nike to make the average person think that they, too, could Just Do It with Nike products. For the past 20 years, Nike has continued to lead the athletic market with their Just Do It ad campaign.


Think about one of your favorite ad campaigns. Tell me about the ad (is there a website I can reference?)

What is the concept?

What is it selling?

Who is it selling to (target audience?)

What is going on in the ad?

Who is it targeting? Why do you think that?

What is it about this campaign that stands out to you?

Why do you remember it?

Why do you think it’s a good campaign?

Now, I want you to think about the ad  you are going to create.  Answer the following questions for your ad design.

What is the concept for your ad?

How are you communicating that concept?

How do your fonts fit that concept? (please list the fonts used)

How do your images fit that concept?


Redesign this coffee shop menu

Re-design the following menu in Illustrator using black/white type.

Java Joe’s Coffee Menu

Espresso:  Who would have thought? Our espresso is a tiny shot of big energy! $1.50

Espresso Ristretto: Whoa Nelly! Slightly smaller than the espresso shot, but an even stronger pick-me-up! $2.00

Espresso Macchiato: The pinnacle of espresso. A shot of espresso with a bit of steamed milk or cream on top. $2.50

Cappuccino: A double shot of espresso topped with foamed milk.  Available in a variety of flavors including amaretto, mocha and hazelnut. We also have daily specials. $3.00

Caffe Americano: A shot of espresso cut with extremely hot water. $ 2.50

Caffe Latte: The milk-and-coffee lover’s delight. Our best espresso mixed with steamed milk topped with foam. $3.25

Plain-Jane Joe: Coffee.  Just coffee.  Just good coffee.  In a variety of flavors including amaretto, mocha, and hazelnut. $2.00


This is the blog for the computer graphics class.  You will take notes, get ideas or project information, see examples, critique work, etc., through this blog.  You will have to respond to many of the blogs that I post as part of your daily points.

The first project that you are working on, typography, is about the arrangement and layout of letters and words.   Think about imagery, decorative illustration, type/letters as shapes…

Some examples are:

Where did you find some cool typography examples?  Reply to this post with website addresses of two or three of your favorite ideas.