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Creative iMedia · R094 TA1 and TA2

R094 TA1: Visual Identity and Planning

Section A: 10 multiple choice questions, 10 marks. Section B: 3 written questions, 15 marks. Total 25 marks.

Name

Class

Date

Mark  / 25

Section A

Circle the letter of the correct answer. One mark each.

  1. 1What does visual identity include beyond the logo?1
    1. AThe client's contact details
    2. BOnly the logo at different sizes
    3. CColour palette, typography, imagery style and tone
    4. DThe file formats used
  2. 2Which logo type is safest for a brand nobody has heard of yet?1
    1. ALettermark
    2. BAbstract mark
    3. CCombination mark
    4. DMascot
  3. 3What makes competitor research worth marks?1
    1. AThe number of screenshots collected
    2. BAnalysis of what each competitor does and what gap it leaves
    3. CCopying the most successful design
    4. DListing competitors' names
  4. 4How should a colour be recorded on a visualisation diagram?1
    1. AAs 'teal'
    2. BAs an exact value such as #02848B
    3. CAs 'the same blue as the logo'
    4. DColour is decided later
  5. 5Why must the licence of a font be recorded?1
    1. AFonts are licensed software and commercial use needs permission
    2. BTo record the file size
    3. CFonts have no licence
    4. DTo choose the point size
  6. 6How many initial concepts should be developed?1
    1. ATwo very similar ones
    2. BNone, work straight in the software
    3. COne, developed fully
    4. DAt least three genuinely different ones
  7. 7Why is detail removed as a logo develops?1
    1. ATo reduce the file size
    2. BSo it stays legible at very small sizes
    3. CTo make it cheaper to print
    4. DBecause simple logos are fashionable
  8. 8Which colour mode should be chosen at the start of a print project?1
    1. ARGB
    2. BHSL
    3. CCMYK
    4. DIt does not matter
  9. 9What is clear space in brand guidelines?1
    1. AThe minimum empty margin kept around the logo
    2. BSpace left for a strapline
    3. CThe white background of the logo
    4. DThe gap between letters
  10. 10What makes a justification score in the top band?1
    1. AIt explains how long the work took
    2. BIt describes the software used
    3. CIt says the design looks modern
    4. DIt links the decision to the brief, audience or research

Section B

Answer in the space provided. The number of marks tells you how many separate points to make.

  1. 1ExplainExplain why a mood board is produced before any design work begins.3
  2. 2DescribeDescribe three things that must appear on a visualisation diagram, and explain why each is needed.6
  3. 3JustifyA designer has been asked to create a visual identity for a new independent bookshop. Justify three decisions you would make about the identity, referring to the audience and purpose.6

Mark scheme

Section A

1C2C3B4B5A6D7B8C9A10D

Section B

1 Explain why a mood board is produced before any design work begins. 3

One mark for each of the following, to a maximum of 3.

  • It gathers colours, images, type and textures capturing the intended feel
  • It establishes a shared understanding with the client
  • It is far cheaper to change than finished artwork

Model answer. A mood board gathers colours, photographs, typefaces and textures that capture the feel the identity is aiming for, which gives something concrete to discuss about a quality that is very hard to describe in words. Its real purpose is to establish a shared understanding with the client before design begins, because a client who says modern and a designer who hears modern may have completely different pictures in mind. Resolving that disagreement over a mood board takes an afternoon; discovering it after two weeks of finished artwork means starting again.

2 Describe three things that must appear on a visualisation diagram, and explain why each is needed. 6

One mark for each of the following, to a maximum of 6.

  • Dimensions and orientation
  • Why they are needed
  • Exact colour values
  • Why they are needed
  • Named fonts with sizes
  • Why they are needed, or a fourth valid element

Model answer. The canvas dimensions and orientation must be stated, because every other decision depends on the final size: the resolution an image needs, whether a layout works in portrait, and how much space the text can occupy. Exact colour values must be given in hex or CMYK rather than colour names, so that anyone producing the graphic reproduces the same colour, and so a print version matches the screen version instead of shifting. Fonts must be named with their weights and sizes, because a diagram that says 'a bold font' leaves the choice to whoever builds it, and a font that is not installed will be silently substituted, which changes the design.

3 A designer has been asked to create a visual identity for a new independent bookshop. Justify three decisions you would make about the identity, referring to the audience and purpose. 6

One mark for each of the following, to a maximum of 6.

  • A colour decision
  • Justified by audience or purpose
  • A typography decision
  • Justified by audience or purpose
  • A logo or imagery decision
  • Justified, including practical use

Model answer. The palette would be a deep green with a warm cream and a single muted accent, because an independent bookshop is competing against chains on character rather than price, and warm, slightly muted colours read as established and welcoming where a bright primary palette would read as a discount retailer. The body typeface would be a serif, because the entire product the shop sells is set in serif type, so it carries an immediate association with reading and with authority, and it distinguishes the shop from the geometric sans serifs the chains use. The logo would be a combination mark, a simple pictorial symbol beside the shop's name, because nobody knows this shop yet and the name has to do the teaching; once it is recognised, the symbol alone can go on a stamp, a tote bag and a small shelf label, all of which need something that works in one colour at a few centimetres across.