Bachelor of Arts in Graphic Design

Purpose

The purpose of the Bachelor of Arts in Graphic Design is to provide learners with an opportunity to gain valuable and specialised design, technical and software knowledge, skills, and practical experience in the field of Graphic Design. The first two levels of study focus on introducing the learner to the basic principles of Graphic Design and then developing their theoretical knowledge and practical skills in relation to these principles. In Level 3, the emphasis is on the advanced development and application of the learner's previous design and conceptual skills, using specialised high-end software, in a practical environment.

The qualification aims to produce qualifying learners with appropriate knowledge and skills that will enable them to choose from a range of career options in the field of Graphic Design, including Graphic Designer, Graphic Artist, Layout Artist, Animation Artist, Webpage Designer, Art Director, and Creative Director.

On completion of the qualification, qualifying learners will be able to

• Research, conceptualise, analyse and produce creative and conceptual design solutions to complex design problems, within a traditional print-based context.
• Communicate design messages critically, using a variety of visual communication methodologies and predominantly print technologies.
• Create and present a professional print-based design portfolio which critically reflects a personal design philosophy and a socially responsible engagement.
• Operate graphic design related to computer hardware and software at an industry level.
• Articulate and represent ideas and arguments, which reflect an understanding of graphic design practices within design discourse.
• Conduct and evaluate research to create logical design arguments.

Rationale

The Bachelor of Arts in Graphic Design provides a different and needed model of higher education in this discipline. The curriculum provides learners with academic theory and practical practice, including real-life' workplace experiences. The qualification includes relevant and general modules to broaden learners' understanding of Graphic Design. Modules include English, General Psychology, Introduction to Business Management and Journalism, Gender, and Race.

Learners receive personalised and specialised attention, resulting in a well-rounded graduate who, upon successful completion of the curriculum, can choose to enter the workforce immediately or continue their studies in the field of Graphic Design.

Design is a constantly evolving and dynamic discipline. The professionally trained designer applies intent to create the visual, material, spatial and digital environment, cognizant of the experiential, employing interdisciplinary and hybrid approaches to the theory and practice of design. They understand the cultural, ethical, social, economic and ecological impact of their endeavours and their ultimate responsibility towards people and the planet across both commercial and non-commercial spheres. A designer respects the ethics of the design profession.

Further, the qualification contributes to regional and national goals in a variety of ways, including

• Broadening access to and success in higher education through flexible entry and fixed exit standards.
• Recognition of multiple exit points.
• Recognition of prior learning.
• Inclusion of certain generic competencies.
• Encouragement of social responsibility.
• Ensuring that learners will be employable on graduation, but at the same time will have the knowledge base to continue with further learning.

Recognition of Prior Learning (RPL)

The principles of RPL are subscribed to and will be implemented in a flexible manner.

RPL for access

• The principle of flexible and open access will, however, be offset against the provision so that this is not to the detriment of the potential student and that his/her chances of succeeding are reasonable.
• Through evaluation by a specifically constituted RPL committee, learners' competencies will be assessed to determine whether they are eligible for access to, advanced placement in, or have provided evidence that the stated competence of the qualification has been achieved through experience that complies with the stated outcomes.

RPL for credits

• Learners may also be given credit through Credit Accumulation and Transfer (CAT) or recognition (RPL) for exemption from individual modules if they can produce a portfolio of evidence or undergo any other recognised means of assessment that shows that they meet the outcomes and associated assessment criteria specified for that module.
• Applications for credit via the CAT and RPL mechanisms are reviewed by the RPL committee, which allows for uniform and consistent application of the RPL policy

Entry Requirements

The minimum entry requirement for this qualification is

• National Senior Certificate, NQF Level 4, granting access to bachelor's degree studies.

Or

• National Certificate (Vocational), NQF Level 4, granting access to bachelor's degree studies

Or

• Senior Certificate, NQF Level 4 with endorsement.

Or

• Higher certificate in Graphic Design, NQF Level 5.

This qualification consists of the following compulsory modules at National Qualifications Framework Level 7, totalling 375 credits.

Compulsory Modules, Level 5, 122 Credits

• Applied Colour and Design, 6 Credits.
• Communication Design 1A, 6 Credits.
• Drawing 1, 14 Credits.
• Typography 1A, 6 Credits.
• Visual Literacy 1, 18 Credits.
• Digital Design 1A, 6 Credits.
• Introduction to Motion Graphics A, 6 Credits.
• Business English, 10 Credits.
• Communication Design 1B, 6 Credits.
• Communication Science 1A, 8 Credits.
• Typography 1B, 6 Credits.
• Communication Science 1B, 8 Credits.
• Digital Design 1B, 6 Credits.
• English for Graphic Design, 10 Credits.
• Introduction to Motion Graphics B, 6 Credits.

Compulsory Modules, Level 6, 113 Credits

• Communication Design 2A, 7 Credits.
• Digital Design 2, 13 Credits.
• Drawing 2, 19 Credits.
• Introduction to Research, 10
• Typography 2A, 7 Credits.
• 3D Animation 2, 7 Credits.
• Communication Design 2B, 7 Credits.
• Visual Literacy 2, 20 Credits.
• Motion Graphics 2, 16 Credits.
• Typography 2B, 7 Credits.

Compulsory Modules, Level 7, 140 Credits

• Advanced Drawing and Illustration, 14 Credits.
• Motion Graphics 3, 21 Credits.
• Visual Literacy 3, 22 Credits.
• Communication Design 3A, 14 Credits.
• Copywriting A, 6 Credits.
• Photography for Graphic Design, 11 Credits.
• Professional Practice, 15 Credits.
• Web Design, 17 Credits.
• Communication Design 3B, 14 Credits.
• Copywriting B, 6 Credits.

1. Research, conceptualise, analyse and produce creative and conceptual design solutions to complex design problems, within a traditional print-based context.
2. Communicate design messages critically, using a variety of visual communication methodologies and predominantly print technologies.
3. Create and present a professional print-based design portfolio which critically reflects a personal design philosophy and a socially responsible engagement
4. Operate graphic design related to computer hardware and software at an industry level.
5. Articulate and represent ideas and arguments, which reflect an understanding of graphic design practices within design discourse.
6. Conduct and evaluate research to create logical design arguments.

Associated Assessment Criteria for Exit Level Outcome 1

• Critically engage with and justify the application of design principles and design elements as they pertain to Graphic design practice.
• Critically analyse and integrate precedent into practical graphic design practice, as reflected through an applied design process through concept work, visual diary, critical rationale, etc.
• Synthesise conceptual and practical application of content-specific design, linking the big idea to meet the demands of the client and target audience.

Associated Assessment Criteria for Exit Level Outcome 2

• Produce designs which reflect creative manipulation of two-dimensional print-based and three-dimensional packaging design principles and elements.
• Refine observational and interpretation skills in illustration, using a variety of media and/or technologies.
• Demonstrate a practical understanding of the difference between readability and legibility in a variety of graphic design applications, such as typographic application in refining the communicative value of posters, logos and print advertisements.

Associated Assessment Criteria for Exit Level Outcome 3

• Identify, modify and challenge existing graphic design terminology and methodology, through appropriate documentation and application associated with an understanding of established graphic design conventions in image creation and print reproduction.
• Critique the conceptual and creative abilities and reflect these through a visual diary and/or concept book.
• Identify, make judgements on, and demonstrate an awareness of socially responsible and sustainable design.
• Critique and justify experimentation with established print technologies and media, such as specialized inks and papers, to communicate a desired message.
• Justify and apply appropriate print techniques and print media to communicate relevant subject matter and a developed personal style.
• Demonstrate a professional attitude towards, and engage critically with, presented print-based design output.
• Organise, document and apply resource management strategies such as time management, teamwork, contact with lecturers, use of library facilities and computers developed throughout the year.
• Locate own design practice within the Graphic design profession and other creative production industries and reflect on its implications on personal development.

Associated Assessment Criteria for Exit Level Outcome 4

• Critically craft and manipulate design output, such as packaging and typographic execution, according to professional-level expectations with special attention to detail in final presentations, including spelling, image quality, grammar, and finish.
• Demonstrate practical competence in design applications relevant to the chosen design industry, including Photoshop, Illustrator and InDesign.
• Research and apply existing print-based technologies which reflect an understanding of professional design practice (theories and application of print production).

Associated Assessment Criteria for Exit Level Outcome 5

• Demonstrate an understanding of advanced visual culture theory as it applies to Marxian media studies, feminist and post-colonial discourses, as well as post-humanist theories in relation to design and visual culture.
• Demonstrate an internalisation of theory in their design practice.

Associated Assessment Criteria for Exit Level Outcome 6

• Source, analyse and implement research data to inform a critical argument.
• Situate an argument within various discourses addressing design and visual culture
• Structure and communicate knowledge clearly and logically in writing, following the prescribed referencing style format.