UCLA DESMA 155, Spring 2007
Instructor: Peter Cho, petercho -at- ucla.edu
TA: Rajorshi Ghosh, rajorshighosh -at- gmail.com

Studio, six hours; outside study, nine hours. Preparation: completion of preparation for the major courses. Enforced requisites: courses C101 or 104 or C106, and 154A. Integration of print and digital information technology, with continued emphasis on fully integrating visual vocabulary with mastery of conceptual and creative procedures. P/NP or letter grading.

Time: TR 9:00 am – 11:50 am, Location: 4220 Broad
Office Hours: Peter Cho, Tues 12:30-1:30 pm, room number
Rajorshi Ghosh
Class website: http://classes.design.ucla.edu/Spring07/155


In this class students will be introduced to strategies of visual communication through kinetic elements, focusing on form, speed, rhythm, orientation, color, texture, and quality of motion. Students will explore the expressive potential of letterforms in a variety of exercises dealing with dynamic typography and motion graphics. Through analyzing contemporary and historical examples, such as film and TV titles, music videos, commercials, as well as exemplary typography work in print design students will develop their own potential for expression trough dynamic typography.

The first three exercises are quick projects focusing on learning how to express of visual communication concepts through motion. For the final project each student will select an excerpt of a dialogue or speech and animate it to reveal the voice of the speaker(s). These assignments deal with how controlling the typographic presentation in time can affect how we perceive and read textual messages.

It is recommended to use software tools such as After Effects in combination with Premiere or Final Cut. Other software such as Flash, Maya, or Cinema 4D can be used as well, but should be discussed with the instructor specific to the current exercise. Production techniques may range from hand-drawn stop motion animation to editing video footage. Each student will give a research presentation about a designer and discuss his or her contributions to design, animation, and typography.

Projects will be evaluated based on their concept, aesthetic qualities, and execution. All exercises must be completed in order to pass the course. Late assignments will reduce the assignment's grade by one partial grade (B -> B-) each class day they are late. Exercises are only considered as complete when they are accessible from the course website and presented by the student in class. Attendance is mandatory. More than two absences without the instructor’s permission will decrease the overall grade by one partial grade for each additional missed class. Three times running late will be considered as one unexcused absence.


20%: Participation, Attendance, and Research Report
45%: Exercises 1, 2, 3 (15% each)
35%: Final Project

Required Reading

Lanham, Richard A. “What's Next for Text?” from The Economics of Attention http://www.rhetoricainc.com/eofa/

Recommended Readings

Bringhurst, Robert. The Elements of Typographic Style. Hartley & Marks Publishers (2nd edition). 2002

Gill, Eric. An Essay on Typography. David R. Godine Publisher. 1993 (Originally published in 1931)

Lupton, Ellen. Thinking with Type. Princeton Architectural Press. 2004

Weingart, Wolfgang. My Way to Typography. Lars Muller Publishers, Baden. 2000