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Typography for Screen and Motion

Unit Code: HDMMD221HK




Duration

Contact Hours

Campus

Prerequisite

Corequisite

1 Semester

36 Hours per Semester

External Venue

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the Bachelor of Design (Digital Media Design) offered at City U, Hong Kong.

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Aims & Objectives:

This unit introduces the fundamental characteristics of type and communication for the electronic screen and its contrast with type for print media. The unit will explore typographic terminology, structure and the historical context of letterforms and Roman alphabets, and their application in visual and information hierarchies within the electronic screen environment.
At the completion of this unit students should be able to:
  • Demonstrate a knowledge of typographers and type design in screen and print contexts;
  • Use typographic design and motion to explore meaning and mood in the screen environment;
  • Investigate and apply consistent navigation and information hierarchies in the electronic screen environment for real world contexts;
  • Apply knowledge of relevant industry standards and information management in a screen environment;
  • Work independently to demonstrate through workbooks a range of conceptual typographical, motion and navigation solutions; 
  • Articulate project work visually and verbally.

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Teaching Methods:

Studio based learning through lectures, project work and presentations.

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Assessment:

Note: Percentage weightings are indicative. See Unit Briefs for full assessment details.

Assessable projects in this unit are to be delivered through individual presentations of project work and as design outcomes. Students are expected to participate in presentations in order to demonstrate ability to articulate project work in visual and verbal forms.

Project 1 : design concept and production (50%)

Project 2 : design concept and production (50%)

 

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Generic Skills Outcomes:

Swinburne University works to produce higher education graduates who are capable in their chosen profession.  Learners bring to Swinburne a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.
Within this context, HDMMD221 Typography for Screen and Motion aims to provide students with the following attributes:
  • Are capable in their chosen professional, vocational or study areas;
  • Are adaptable and manage change;
  • Are aware of local, international and historical environment in which they will be contributing.

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Content:

This unit will explore a range of historical, theoretical and practical topics relevant to screen-based typography and design. These may include:
  • History of typography, particularly the roman alphabet;
  • Typographic principles including: kerning, tracking, leading, hyphenation, grid structure, line length etc;
  • Readability and legibility of typographic displays;
  • Historical development of screen navigation principles;
  • Contemporary standards for screen-based text displays;
  • Application and meaning of typography in a screen context;
  • Methods of concept development of motion, colour and typographic design for the screen.

• Reading selected online reserve articles about typographers, typographic form and structure;
• Investigating motion graphic pieces and reviews;
• Class-based design activities and project work;
• Online discussions;
• Peer and lecturer consultations and discussions;
• Presentations.

Preparation requirements
Students should investigate and ensure that they understand the relevant industry standards, and keep a reflective journal that includes text and visual information.



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Reading Materials:

Baines, P 2005, Type and Typography, London, Lawrence King.
Bringhurst, R 2005, The Elements of Typographic Style, Point Roberts, WA, Hartley Marks
Jury, D 2006, What is Typography? Mies, RotoVision.
Jury, D 2002, About face: Reviving the Rules of Typography, Hove, RotoVision
Kane, J  2002, A Type Primer, London, Lawrence King.
Meyer, T & C 2002, Creating motion graphics with After effects, San Francisco, CMP Books.
Meyer, T & C 2004, After Effects in production: a companion for creating motion graphics, San Francisco, CMP Books.
Ziegler, K  2002, Motion graphics: film + tv, New York, Watson-Guptill.

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