SwwwLK ARTS-

6
FIRST
QUARTER
 FIRST QUARTER WEEK 2
MELC: EXPLAINS THE ELEMENTS AND PRINCIPLES APPLIED IN
COMMERCIAL ART.
OBJECTIVES:
1. Identify the elements and principles of art used in
commercial art.
2. Appreciates the elements and principles applied in
commercial art.

I. WHAT HAPPENED

Enumerate the elements of art.

1.
2.
3.
4.
5.
6.
7.
Enumerate the principles of art.
1.
2.
3.
4.
5.
6.
7.
WHAT SHOULD YOU KNOW

Examine the logo above.

What are the principles of art found in the logo?
_________

What are the contrasting colors? __________________

What is the emphasis? ___________________________
Answer: Contrast-yellow and red for the number 7 and
Green and white for the word eleven and the logo
background. The emphasis is on the text 7/11.
Commercial art, often called advertising art. Is used to
sell goods and services. It is different from fine art, which exists
for its own sake. There are a few specific careers one can
pursue in commercial art, and many of these require the
completion of a degree program in commercial art or a
similar area,
Commercial art. Applies artistic principles to a variety of
fields. Commercial artists design advertisement, logos,
billboards, brochures, books covers, product packaging and
other similar artwork. Their work is often used to sell, promote,
explain, narrate and inform. Commercial artists are typically
employed by advertising agencies, newspapers, magazines,
graphic design firms, television studious and similar businesses.
(source www.google.com)

II. WHAT YOU HAVE LEARNED

The creation of an artwork needs to be well thought of,

well made and attractive so that other people will appreciate
it and buy it. It is like design as defined above but the
difference is the product will be used after it is bought while
an art work remains only to be appreciated and not used.
Another similarity worth knowing is that since design is like art,
it also follows the same elements and principles. We already
learned that by properly using the elements and principles of
art, we can create works of art that will have better aesthetics
or beauty in them. Again the only added value in design
compared to art is its purpose and use.

ACTIVITY 1:
Direction: Examine the different Commercial art, answer the
questions that follows.

1. What are the principles of art found in the logo? ____________________

What are the elements of art found? ________________
What is the emphasis? __________________________
 2. What are the principles of art found in the logo? __________________
What are the elements of art found? _________________
What is the emphasis? ______________________

3.
What are the principles of art found in the logo? ___________________
What are the elements of art found? ____________________
What is the emphasis? _________________

ACTIVITY 2:

If you were to create a commercial art, What would it

be? Make your own Commercial Art and explain the
elements and principles applied in your artwork.
Assessment:

I. Encircle the letter of the correct answer.

1. It is often called advertising art.

a. Commercial art b. Market strategy c. Planning process

2. They are typically employed by advertising agencies, newspapers, magazines, graphic design
firms, television studious and similar businesses.
a. Reporter b. Model c. Commercial artist

Give examples of commercial artists design

1.
2.
3.
4.
5.
6.

True or False. Write True if the statement is correct otherwise false if incorrect

__________1. Commercial arts are used to sell goods and services.

__________2. The creation of an artwork needs to be well thought of, well made and attractive
so that other people will appreciate it and buy it.

Assessment - Answer’s Key

1. A

2. C

1. Advertisement
2. logos,
3. billboards,
4. brochures,
5. books covers,
6. product packaging

1. True

2. True
FIRST QUARTER WEEK 3
MELC: CREATES PERSONAL OR CLASS LOGO AS VISUAL
REPRESENTATION THAT CAN BE USED AS A PRODUCT, BRAND or
TRADEMARK.
OBJECTIVES:
a. Identify the different kinds of logos.
 b. Create a logo as visual representation that can be
used as a product brand or trademark.
c. Appreciate the effects of applying contrast and
emphasis in digital art.
I. WHAT HAPPENED
Direction: Examine the different Commercial art, answer the
questions that follow.

4.
What are the principles of art found in the logo?

What are the elements of art

found?
What is the
emphasis?

5.
What are the principles of art found in the logo?

What are the elements of art

found?
 What is the
emphasis?

6.
What are the principles of art found in the logo?

What are the elements of art

found?
What is the
emphasis?
II. WHAT SHOULD YOU KNOW
A logo is a design symbolizing an entity, group or
organization. Logos are among the most common symbols in
our visual environment.We see them on television, on the
Web, in billboards, in newspapers, in magazines in packaging
etc. They are printed on clothes, buses, notebooks and so on.
Many of these logos have become famous and are a delight
to see.
A well designed logo makes an impact on our eyes and
minds. Have a look at the logos shown below. Which logo do
you think is the most memorable? Which is your favorite?
Logos come in different types. The following are some of them:
1. Personal Logos- Logos as personal images are used to
brand possesions, achievements, or even one’s identity.
Through logos, simple but strong declarations such as
“This is me”. I own that”, “I made this” seemed to be an
ancient practice.
2. Crests- Crests are logos that are used to identify a family,
country or organization. Before, only powerful and elite
organizations or families could afford to make their own
crest.
3. Business and Product logos- Among the most popular
symbols in our visual environment today are logos and
trademarks for various businesses. Logos for business or
product started when trade expanded worldwide

WHAT IS A LOGO DESIGN?

The people who design such identifying symbols or logos

are known as graphic designers.
Logo design is an important field of graphic art. Like all
graphic arts, logo design aims to communicate a message to
the viewers. Of course, logo design, does more than just
communicate its identity or provide the means for its instant
recognition. While it aspires to achieve these, foremost to a
logo design is its quality. A logo design has to be strong,
interesting and unique. It must be visually pleasing, a delight
to look at.
Logo designers are the artists who attend to the visual
presentation of a logo. How to convey well the message of a
logo visually is their concern. It is common to see logo
designers, work as a team. Often they are commisioned by
companies to start product logo design project for them.
WHAT MAKES A LOGO DESIGN GREAT?
SYMBOLS- Symbols instantly make people think of traits or
messgae that they want associated with a company, group,
product, or service. Through them, people find it easier to
recognize, identify or recall images than texts.

Symbols in logos can bring about awareness of the products or services

that is offered by a company. It is especially true in cases where the
company name is not self explanatory.
COLORS- Color is very powerful. Looking at colors can
make us feel happy, calm or excited. Every color has
psychological effect that a logo designer can use to his or her
advantage. Color can create varied emotions within
costumers. It is important to choose colors that best represent
the character or identity of the company, organization, or
service. Red is a warm color. It conveys fervor, passion and
excitement. Blue is cool, calm, and peaceful. Green is
associated with nature, growth and freshness. Rainbow
colored logos carry meanings that are friendly, fun and
youthful.
FREE FORM shapes also make use of basic shapes. Logo
designers, however, have to b careful with their placement.
Logos that are free-form should not appear as if they are
about to fall, loose, and unstable.
FONTS,TYPEFACE-The style of lettering or typeface speaks
a lot about the visual story of a logo. It can, for example, send
the right or wrong message.
PROPORTIONS,SIZE- Logos to be effective sgould be able
to work across an array of media applications. They should be
versatile and flexible for their many uses. Well designed logos
should look just as great billboards, streamers, posters, clothes,
stationaries, bags, etc.
UNIQUENESS AND INDIVIDUALITY- It is the wish of logo
designers to create logos that are elegant, meaningful and
timeles. The red Cross logo for example is undeniably one of
the effective and most popular logos in the world. There is just
something inexplicable about some logos. Many of them are
simple and yet legendary. It must be a wonderful feeling to
be able to create amazing logos!.

BASIC STEPS IN CREATING A DIGITAL LOGO

1. Visualize and sketch ideas- No designer has ever been

faulted for sketching too much. When ideas present
themselves, sketch them immediately. When they do not
present themselves, stop sketching and work on something
else. Give your mind a chance to refresh itself. When you are
ready to resume work, sketch other options. Just let your
creativity flow naturally. It is alright if pinpointing what it is that
you really like takes a long time. Often, the best solutions come
from the least expected type of a designer.

2. Scan to digitize or make the image appear on the

computer screen- Scan the sketch to a flash drive as a digital
image. To scan the image, you need a basic piece of
equipment known as scanner. A scanner enables you to
incorporate in your digital logos real world sketches and
drawings that you have made. A scanner is an essential tool
all logo designers who need to alter and enhanced their
designs digitally.
3. Get started with with image programs- Many drawing and
image software programs are available to create digital
logos. Some programs are downloadable or open source
(Photo Illustrator, Inkscape) amd can be learned easily. Start to
familiarize yourself with them. Practice makes perfect.Use their
website tutorial as well. Figuring out how to use a software
program starts with an understanding of all the features it
contain. After you open your logo in one, several control
panels appear on your desktop, one of which is long and
narrow.
5 elect or (FI or Space)

Node (F2 or N)

S c ul ptYPaint (Shift-F 2 or W)

Zoom (F3 or Z'f

Rectan qle (F 4 or R)

3D Box (Shift-F4 or X}

Ellipse (FS or E)

5tar/Polygon (Shift-B)

5piral (F9 or I)

P encil (F6 or P)

Bezier (Shift -F6 or B)

C alligraphy (Ctrl-F6 or C)

Paintb ucket (5hift-K7 or U)

Text (FB or T}

Diagram (Ctrl-F2 or O)
Gradient (Ctrl-FI or G)

Ey edropp er (F7 or D)

”OOL
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:2T9OKE CONTEXT
LAYEOSEHSITIVL
HELP
JMANPS
This toolbox or toolbars is full of features that are helpful to
logpo designers. Familiarize yourself with this toolbox. Here are
the main tools and what they do:
 Burn tool- This tool darkens an image. To use this tool, just
drag it over the image.
 Crop tool- This tool changes the size of the image.To use,
select the area you want to crop and then press enter.
 Dodge tool- The dodge tool lightens as image. To use,
drag the icon over the image you want to lighten.
 Eraser tool- This can erase part of the image in a certain
layer. To erase everything in a certain area, flatten the
image or go through every layer to delete the part.
 Hand tool- This tool moves around an image within an
object. Use the zoom tool when you want to adjust the
section of picture you want to look at.
 Lasso tool- The Lasso tool can select areas within a layer
that cannot be reached with the Marquee tool.
 Marquee tool- This is a group of tools that allows you to
select rectangles, ellipses, circles, squares.
  Move tool- This tool moves around all objects within a
layer. To move an entire image, flatten the layers by
selecting all layers at the top of the window.
 Paint Bucket tool- This tool makes an area one color. To
edit all layers at one time, click on all layers at the top of
the window.
 Pen tool- The pen tool makes lines and can be used with
shape tools to create different shapes. To create lines,
use the pen tool to create anchors (little boxes on a line)
and change the shape of the line by moving around the
anchors.
 Pencil tool and Brush tool.- These tools draw or paint a
line. Change the color of the paint brush by clicking on
the color picker.
 Sponge tool –The sponge tool soaks color out of the
image. Drag the tool over the section of the image you
want to change.
 Type tool- It puts text in the picture. Click on the picture
with the type tool and select a box the size of the area
you want to add.
 Zoom tool- Zoom in on part of the picture for closer
editing.
 Gradient tool- Use this to highlight a color and make it
fade from dark to light.
 Airbrush tool- Use this tool to create a soft spray and
clouding effect.
 Blur tool- Use this tool to soften sharp edges.
 Measure tool- Use this tool like a ruler.
 Rubber stamp tool- Use this to replicate the same
pattern or image.
Source:cartoonia.ru

III. WHAT YOU HAVE LEARNED

A logo can give your company an easily recognized
visual symbol and may give the impression of the quality that
you company is promoting. A picture is indeed worth a
thousand words. The use of contrast between the space
(positive and negative) color (dark and light) and shape (big
and small) conveys meanings and visual representation.
Designers develop images to represent the ideas their
clients want to communicate. Images cab incredibly
poowerful and compelling tools oif communication,
conveying not only information but also moods and emotions.
People respond to images instinctively based on their
personalities, associations and previous experience.
(http://hprgraphic.blogspot.com/com/2009/05/image-based-design.html)

ACTIVITY 1:Using the inkscape software, MS Word or paint.

1. Make an image based logo design that will
represent your characteristics.
2. The elements of arts and principles should be visible
to the design.
3. Convey the meaning of your own logo design.
ACTIVITY 2: Creating an Image based Logo (Alternative
Activity for no Computer)
Materials:pencils, oslo paper, colored pencils, rulers and
sample logo illustrations
PART