Applied Art
This domain tests design as purposeful communication: layout, typography, symbol, logo, visual hierarchy and reproduction. The exam values function first, with aesthetics supporting the message.
Core rules
- Begin with the brief: audience, message, medium and constraints. Decide one primary message and a visual hierarchy.
- Use a grid to align elements. Contrast guides the eye; repetition creates unity; white space gives breathing room.
- Typography must be legible at the intended size. Limit type families, check spacing, and use hierarchy through size and weight rather than many fonts.
- A logo should be simple, memorable, scalable and work in black and white. Design in CMYK for print and RGB for screen; allow bleed and safe margins.
Worked example
Design a logo for a public library. Combine a book shape with a lamp: the book forms the base, the lamp glow forms a circle above. Simplify to two shapes, test at 1 cm, reverse it in white on black, and check that it still reads. The reasoning is functional: the mark must survive small reproduction, low colour and poor printing.
Traps
Decoration without communication loses marks. Too many fonts, low contrast and no white space clutter the layout. Do not ignore the medium: a poster and a mobile banner need different scales. Never copy an existing mark; derive the symbol from the brief.
Key points
- Start from audience, message and medium.
- Use grid, contrast, repetition and white space.
- Limit fonts and build clear hierarchy.
- Logos must work small and in black and white.
- CMYK for print; RGB for screen.