California Career and Technical Education Standards

• AME.A.A1.2.2.1 Proficient - Solve a visual arts problem that involves the effective use of the ...
• AME.FS.10.10 Use technical applications in the creative process, where appropriate.

California Academic Content Standards (Reinforced)

• ELA.11-12.LS.C.1.1 Recognize strategies used by the media to inform, persuade, entertain, and trans...

• Company Branding - Hooks / Set

  Have the video of still logos (access below) ready to play. Have the students take a quarter-sheet of paper and number from 1 to 12. Explain that they are going to see a series of logos (3 seconds each). Students are to quickly identify each company as it is displayed by writing down the company name. As you identify each company, ask students to raise their hand if they identified the company. Do a quick tally for each logo divided by gender.

  1. McDonalds
  2. Chevrolet
  3. Target
  4. Pepsi
  5. Starbucks
  6. Hollister
  7. Nike
  8. Adidas
  9. American Eagle
  10. Mercedes Benz
  11. Fire Fox
  12. Warner Brothers

  Ask students the following questions:

  What is the purpose of these logos?

  Who makes them?

  What audience does each of these companies try to attract? (Were there differences in the class tally between genders for the clothing companies versus the car companies?)

  "Now let's look at some animated logos." Explain to the students that these are often shown at the beginning of a film to identify the production company. Point out that the music score for each is also often a signature piece for the company.

  Play the Production Logo video (access below).

  The point is to get students to think how large the demand for logos and company branding is, and how a logo that is memorable can increase company profit through wider recognition.

  • Logos [ Watch Video ] [ Download Original Video ] Video of 12 still logo images displayed for 3 seconds each.
  • Professional Production Logos [ Watch Video ] [ Download Original Video ] A series of production logos from film companies.
• Brainstorming - Demo / Modeling

  The process to create an animated logo usually involves establishing a still, printable logo and then animating it. Show the Student Logo video (access below).

  Step 1: Have students’ list words that might describe themselves, objects, symbols, or just descriptors. If they list ten, have them list ten more. (Push them to do a few more than their ‘maximum’. The students need to feel free to list anything that comes to mind; sometimes the farther out the idea, the more unique the final logo.)

  Step 2: Students should sketch simple shapes from their top five descriptors.

  Step 3: Have students make rough, quick, small sketches laying out the objects. These are called Thumbnail sketches and are used to quickly evaluate different layouts for a logo.

  As students are developing ideas, walk around and answer questions and check for understanding.

  • Student Logos [ Watch Video ] [ Download Original Video ] A series of student produced production logos.
• My Production Logo - Independent Practice

  Create animation:

  1. After logo has been approved, have students draw the final logo on one sheet of paper and identify the motion. They should use arrows and written descriptions.
  2. Keep to a single shot (continuous view from one camera). You will have to decide if you want them to introduce camera movement.
  3. Once the motion has been approved, students should work through the animation process to create their own production logo.
     • Model
     • Materials
     • Lighting & Camera
     • Animation
  4. Render animation at the best quality possible
  5. Import animation into a video editing program
     • Add 3 sec of black at beginning, logo fades in, 2 sec pause at end displaying still logo, logo fades out to black
     • Add audio / sound effects
     • Render out at DVD quality for inclusion in student portfolio
     • Present to class – Display twice, everyone applauds

  Grading Guide for Students:

  	Does not meet objectives	Meets objectives	Exceeds objectives
  Models	Basic use of primitives.	Uses primitives and NURBS.	Uses primitives and NURBS beyond what was demonstrated.
  Lights & Cameras	Ineffectively uses lights and/or cameras.	Uses default lighting and  camera.	Uses lights or camera motion effectively.
  Materials	Minimal use of materials.	Basic materials with color and texture.	Interesting materials going beyond simple color and texture.
  Animation	Minimal and basic motion.	Smooth basic motions, appears controlled.	Smooth, planned motion with evidence of time curves and animated textures.
  Creativity	Shot seems almost random with little thought or planning.	Basic shot based on previous demonstrations and samples.  There is no evidence of new thought or inventiveness.	Shot is interesting and shows some evidence of new thought or inventiveness.
  Audio: Background music / Sound FX	Background audio is inappropriate or  non-existent.	Basic background audio.	Background audio is well chosen and enhances the overall shot; includes sound effects.

   

  • Grading Rubric [ Download ]
  • Grading Sheet [ Download ] This is a grade sheet for the final production logo.