Chapter IX-

Commercial
Art
D A N I L O T . PA N G AT U N G A N

INSTRUCTOR
 Commercial Art
• Refers to advertising lay – out
work. It includes the making of
posters, signs, billboards, car cards,
news paper and magazine
advertisements, trademarks or trade
name and monogram designs,
package designs, can bottle labels,
decals and movie display.
The main The main purpose is to promote, disseminate, or
encourage the public to buy, use, follow, see, or

purpose otherwise know the things being advertised.

and parts
The major parts of commercial artwork are the
lettering (or messages) and the illustrations. The
latter are either in black and white, in color, or a
combination of two.
 To draw simple poster or
illustrations on must know or
be skilled in:
• 1. Freehand drawing
• 2. Artist`s or semi mechanical
perspective drawing
• 3. Lettering
• 4. Elements and principles of
design
• 5. Printing types
 Monogram Designing
• Monogram is a two letter or three letter
design with or without a border
• The letter may appear as black or colored
against the white background of paper, or
they may be white against or colored
background.
• The letters may be
a. Separate
b. Joined
c. Interlaced
 1. The letter must be read in proper order, that is from left to write.

Pointers in
Designing 2. In a three-letter monogram of one`s initials, the middle initial, or letter
should not be larger than the others. If the letters represent the name of the
company, all of them, if possible, must appear equally attractive or given

Monogram
equal importance.

3. At least three thumbnail (or small trial)design

sketches of the monogram must be made using three
different geometrical shapes.
Forms of
Letter
Combination
in Monogram
Monogram or
trademarks on
some business
firm
Examples of
trademarks
Other examples
of trademarks
Some basic
geometrical
shapes of
monograms
• 4. Before trying
other letter styles,
start designing a
monogram using
the Gothic style.
 Procedure in block
engraving and
printing
1. Invert or transfer the
monogram design to the block.
2. Ink the pencil design on the
block so it will not be erased.
3. Engrave or carve the block.
• An ordinary knife is used for carving.
• If letters are to be raised, cut the
surrounding area.
• A block with raised relief design or letters
is considered as letter press printing
surface.
• If the design of letters are to be cut away,
that is, they are sunken relief, then the
block is considered a gravure printing
surface.
Two methods of engraving

1. linoleum 2. rubber block

Methods of
engraving
or carving a
block
 4,5,6
• 4. Pull a proof of a block. This is
done by inking with printing ink and
making a trial on paper. This print is
made to catch any carving error.
• 5. Correct the block. All unnecessary
marks on the trial print should be cut
out of the block.
• 6. Mount the block. A linoleum or
rubber block is mounted on a wood
block or handle for easier printing by
hand pressure. Glue or small nails
may be used in mounting .
A mounted block
 Poster Work
• Poster is designed lay – out with
letterings, illustrations, and
background.
• A poster is either to give a message,
instructions, or information which
can be interrupted at a glance.
• Poster lettering are few and simple.
• The Gothic style of letters is
generally used.
Suggested
activities
Poster Illustrations
• Are usually drawn in outline form
or in flat colors.
• Tempera colors are generally
used, although watercolors can be
employed by beginners.
 Characteristics of a
good poster
1. It is related to the messaged or
letterings.
2. Its center of interest shows
action or movement.
Active
illustrations
are preferred
than passive
 3
• The principles of design such as
harmony, balance, emphasis,
emphasis, rhythm, and proportion are
properly applied; that is , the colors
are harmonious, there is a center of
interest, the lines and shapes are
rhythmical and balanced, and the
parts of the figure are proportional to
one another.
 4,5,6,7
4. The poster is simple. Unessential
details are omitted.
5. Colors are applied flat without
shading.
6. The poster is properly laid out.
The position is usually at or near the
center of the paper.
7. If the illustrations are in black and
white, they are done with pen-and-
ink or with diluted black pigment.
Pen-and-
ink
drawing
and wash
drawing
Pen-and-ink drawing are done with the use of various
sizes of drawing pens and india ink, a waterproof black
liquid.

Wash drawing are made by use of pointed and flat

sable brushes and diluted black water color or tempra
color.

The more diluted the black pigment, the lighter its

value or shade.
Background
The background in a poster varies from the plain white background of the
paper to pictorial landscapes or architectural backgrounds.

This depends on the purpose of the illustrator or commercial artist and the
illustration itself.
 TYPES OF
POSTER
BACKGROUND
• 1. Plain or simple

• 2. Panel

• 3. landscapes

• 4. Architectural

• 5. Silhouette
Forms of background on poster work
 Sign Painting
• Commercial signs are found in stores,
restaurants, and shops.
• Signs are generally made up of letterings
with or without trademarks.
• A sign painter, therefore , not only paints
the letterings and tradearks but also
constructs the frameworks.
• Table signs are small signs placed on
office desk or tables.
Table
signs
 Laying out Lettering by
tracing Printed Letters

• Title page – usually the first printed

page in a book.
• Book cover layout – the cover design
for a book or pamphlets’
• Newspaper advertisements, or ads,
are generally laid out or designed by
commercial artist.
Sample title page
Sample
title page
Sample
newspaper
advertisement
Sample
newspaper
advertisemnt
Sample newspaper advertisement
Performance Task

• Performance task No. 1 – Monogram Making

• Performance Task No. 2 – Poster Making
• Performance Task No. 3 – News Paper Advertisement
Thank you very
much !!!
GOD BLESS US
AL L