Visual Arts - Design - annotated exemplar level 3 AS91450

Systematically clarify ideas using drawing informed by established design practice (3.3)

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This annotated exemplar is intended for teacher use only. The student work shown does not always represent a complete sample of what is required. Selected extracts are used, focused on the grade boundaries, in order to assist assessors to make judgements at the national standard.

Low Excellence

Commentary
Student work extract

Student 1 (PDF, 4.3MB)

For Excellence, the student needs to systematically regenerate ideas using drawing informed by established design practice.

This involves critically analysing, evaluating and revisiting concepts, subject matter, problems or situations from the student’s previous artwork in order to re-form and extend ideas into new drawings informed by established practice.

This student has generated logo (2), masthead (5) and double page spread (7) outcomes for a flatting magazine that build upon each other in terms of regenerating design ideas and advancing the thematic proposition. The opportunity to extend and regenerate typographic and layout ideas is provided by having each brief progressively more complex and sophisticated.

The appropriate nature of the masthead (2) is clearly demonstrated in its successful application in the cover design concepts (4). The flat graphic masthead is extended stylistically with an outer glow to integrate with the final cover design (5).

The green wool first used in the initial concepts for the cover design (3) is regenerated as a background image for the double page spread (6). This shows the revisiting of concepts required for Excellence. The splatter effect of the double page spread (6) (7) is an example of the ongoing innovation that indicates regenerated outcomes.

For a more secure Excellence, the student could undertake a more sustained investigation of concept development for the double page spread (6) as exemplified in the logo sequence (1). A wider range of initial ideas followed by considered refinement of selected layout options would provide opportunity for more critical regeneration.

High Merit

Commentary
Student work extract

Student 2 (PDF, 3.7MB)

For Merit, the student needs to systematically extend ideas using drawing informed by established design practice.

This involves critically analysing, evaluating and further developing concepts, subject matter, problems or situations, in drawings informed by established practice.

This student has extended typographic and visual ideas through logo, masthead and double page spread outcomes for a theme park brochure.

The outcomes are clearly informed by established contemporary practice. For example, the type as a structural element in the cover (5) and double page spread (7), reveals a strong influence of Neville Brody’s use of typography. The concept drawing (2), digital development (3) (4) and final outcomes (5) follow an established systematic design practice.

The balloon concept initially explored in the masthead investigation (1) is developed and extended in the second (2) (3) (4) (5) and third (6) (7) briefs. The use of defined visual elements such as rainbow colours and balloons, and consistent design principles such as typography as a structural element, support the systematic advancement of ideas.

The annotations (2) (6) show the critical analysis and evaluation of design elements.

To reach Excellence, the student could revisit the preceding outcomes with understanding gained from the later briefs. For example, the ‘Vent’ masthead (1) could be revised to feature more prominently in the cover outcomes (3) (4) (5).

The landscape proportion of the double page spread could be also used to regenerate new cover outcomes. Reforming outcomes with knowledge gained through related studies enhances students’ opportunity to show the sustained authentic regeneration needed for Excellence.

Low Merit

Commentary
Student work extract

Student 3 (PDF, 6.4MB)

For Merit, the student needs to systematically extend ideas using drawing informed by established design practice.

This involves critically analysing, evaluating and further developing concepts, subject matter, problems or situations, in drawings informed by established practice.

This student has completed logo (3) and cover (5) designs that establish and then extend the idea of a pastoral sun soaked cycling activity.

An aspect of extension is present within each brief with the wide range of ideas investigated (1) (2) (4). For example, the organic freehand typography (1) of the ‘Baskets on Bikes’ masthead is extended by the geometric and photographic elements of the digital development (2). This clearly adheres to the systematic developmental approach of established design practice.

The colour scheme of the masthead (3) is maintained in the final cover design (5) while the layout, typographic and visual elements are extended in new directions.

For a more secure Merit, the student could integrate some of the innovative ideas emerging in the cover concept sequence (4) into the final cover design (5). This would lead to a more authentically distinct extension rather than simply further refining a clarified outcome.

Alternatively the student could undertake a third related brief such as a double page spread. This would enable them to explore more complex relationships between image and text. A double page spread (DPS) would also provide opportunity to explore alternative visual and layout options that reintroduce the more successful ideas generated in the preceding investigation.

High Achieved

Commentary
Student work extract

Student 4 (PDF, 1.7MB)

For Achieved, the student needs to systematically clarify ideas using drawing informed by established design practice.

This involves analysing, reflecting on and further developing concepts, subject matter, problems or situations in drawings informed by established practice.

This student has produced logo, cover and double page spread outcomes for mental health publication called ‘Twisted Minds’ that helps clients confront their phobias. The student quickly moves past the more obvious brain/horror motifs (1) in favour of a more subtle abstracted twist graphic (3). 

The cover investigation progresses systematically through drawing (1) and digital developments (2) (3) which reflect upon the preceding ideas to advance towards a resolved masthead and cover (4). The strong black, white and red branding identity is clarified, while the distorted visual elements relate well to the ‘twisted’ theme of the brief. 

To reach Merit, the student could extend the graphic ideas clarified in the cover outcome (4) by completing a more sustained investigation of double page spread options. A series of concept drawings followed by digital developments, rather than two unsupported outcomes (5), would provide the more convincing extension needed for Merit.

A sustained DPS investigation would also include further opportunity for consideration of new visual elements or more complex relationships between text and image. 

The inclusion of evaluative annotations may also enhance the students’ opportunity to identify areas of strength for potential extension in later outcomes.

Low Achieved

Commentary
Student work extract

Student 5 (PDF, 2.6MB)

For Achieved, the student needs to systematically clarify ideas using drawing informed by established design practice.

This involves analysing, reflecting on and further developing concepts, subject matter, problems or situations in drawings informed by established practice.

This student has developed masthead, cover and double page spread options for an interior design company called Raw Design.

The student works systematically through drawing concepts (2) and digital developments (3) to produce a clarified cover outcome (4). The initial masthead designs (1) are reflected upon and further developed in the cover context (3) (4).

The final outcome demonstrates clarification of stylistic decisions including colour values, informal lettering, contemporary typographic layout and handmade decorative elements. The roughly painted brown triangles present an organic quality that adheres well to the ‘Raw Design’ branding identity.

For a more secure Achieved, the student could further develop the double page spread outcomes (5) by integrating some of the strong visual ideas on the cover. This may reinforce the organic ‘raw’ character of the client and create a more cohesive branding identity between cover and DPS outcomes.

A fully clarified outcome for a DPS would also show greater understanding of the characteristic and constraints of the context, such as not having body text running across the central gutter.

The student could also further refine the final cover design (4) to ensure that the letter ‘n’ was not cropped from the masthead and reconsidering the prominent placement of the barcode.

High Not Achieved

Commentary
Student work extract

Student 6 (PDF, 2.5MB)

For Achieved, the student needs to systematically clarify ideas using drawing informed by established design practice.

This involves analysing, reflecting on and further developing concepts, subject matter, problems or situations in drawings informed by established practice.

This student has generated masthead and cover options for a cloud data storage publication. Visual references appropriate to the theme such as locks, keys and concealment occur throughout both projects.

The development of the masthead outcome is relatively systematic with the student working through freehand (1) and digital (2) developments. The accompanying annotations (3) indicate that visual ideas have been reflected upon and evaluated. The final outcome for the masthead (4) functions appropriately in the cover context (5).

To reach Achieved, the student could clarify the cover context to the same level of resolution as the masthead. This could mean selecting one of the four digital cover options (5) and further resolving it to produce a magazine cover that adheres to established practice. A clarified cover outcome should show consideration of key elements such as the form and placement of selling line, dateline, bar code, etc. 

The student could also combine elements of the cover investigation to more effectively communicate the cloud storage message.  For example, the electronic components of the first digital cover concept (5) could be transposed onto the cloud forms of the third concept (5).

 
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