Tle8 Commercial Art
Tle8 Commercial Art
Tle8 Commercial Art
TECHNICAL DRAFTING 8
Unit of Competency: Prepare Freehand Drawing
Activities are properly arranged in this module to help you work on your own pace. This
module also covers the knowledge, skills, and desirable attitude you need in technical drawing.
The Explore provides the informations necessary in learning the lesson being presented. It
helps the student explore the essential knowledge thus preparing them acquire the competencies
easier.
When you are able to accomplish all the tasks required, a post-assessment is given to
check if the student is understood the specified learning outcome/s and ready for the next task.
Activity sheet is given at the end of the learning outcome to firm-up and deepen
understanding of the lesson and the competency involved.
The teacher is more than willing to assist the students/guardians in cases like struggles in
the comprehension of lessons, clarifications and inquiries regarding the activities. You may call or
send a message to the teacher for any assistance needed. [Mr. Michael Tico- 09952624505]
Module Title : COMMERCIAL ART
INTRODUCTION
The Commercial Art Program spans a number of areas related to visual communications. Students
prepare layout and design artwork for magazines, newspapers, books, television, posters, and packaging. The
commercial art and graphic design industry encompasses the business of selling artwork for business
(promotional) purposes, rather than for strictly aesthetic purposes.
Typically, graphic design leans more commercial, while illustration is related to fine art. As more and more
commercial projects often require emotive and distinct visuals, those differences are becoming less obvious
over time.
Maybe you didn’t study art formally. If not, you’re probably only, at best, casually familiar with some of the
basic tenants of good design.
You’ve no doubt heard visual judges in the past make reference to the elements and principles of design, and
if you’ve never really fully understood what they meant, this module aims to help you.
PRE-ASSESSMENT:
Directions: Identify what is referred to in each item. Choose answer below.
COMPRESSED EXTENDED LINE SHADING TEXT LETTERING
HORIZONTAL LINE EQUILATERAL TRIANGLE SMUDGE SHADING
QUADRILATERAL
VERTICAL LINE SPEEDBALL PEN STIPLING GOTHIC
CAPLINE LETTER W SQUARE RECTANGLE
References:
Technology ang Livelihood Education 8; Phoenix Publishing House; 2013
Carrer Pathways in TLE 9; Sunshine Interlinks Publishing House, Inc.; 2014
3. German M. Manaois. Drafting 1 and 2; Phoenix Publishing:1983
4. Norman Stirling. Introduction to Technical Drawing; Delmar Publishing: 1977
EXPLORE
DESIGN
In general, a technical design is a plan or drawing produced to show the look or function of
something. Graphic design is the process of visual communication through the use of different
elements.
To be able to make an effective and interesting design, we need to understand the elements
and principles involved in creating one. Elements of design refers to the materials used to build
designs with, while principles of design refers to the rules that help you organize and place the
materials.
ELEMENTS OF DESIGN:
LINE- – is a continuous mark made on a surface or the edge created when two shapes meet. May
be actual, implied, vertical, horizontal, diagonal, and/or contour.
SHAPE/FORM- – is a self-contained defined area, either geometric or natural or abstract. Shape
refers to a two-dimensional element with area on a plane, while form refers to a three-dimensional
element with volume in space.
COLOR- – is the visible spectrum of radiation reflected from an object. Color is also sometimes
referred to as hue. It can generate emotion, create unity, make something standout, and create visual
interest.
VALUE- – refers to how light or dark an object, area, or element is, independent of its color. Value
is also sometimes referred to as tone.
TEXTURE- – is the surface quality of a shape, or how it appears to feel: rough, smooth, spiky, soft,
hard, and glossy, etc. Texture can be real or implied.
SIZE- – refers to the relationship of the area occupied by one shape to that of another. Size can
define the importance of the element on the design.
SPACE-– is the distance or area around or between elements in a work. It can be used to separate or
group elements in the design.
Positive space refers to the area occupied by the subject element.
Negative space refers to the area surrounding the subject.
TEXT- it is the lettering part of a design which is used to give information regarding the design or a
part of it. Different text have different moods. Try to match the font styles that you believe
complement each other.
PRINCIPLES OF DESIGN:
CONTRAST- it is used to make elements in a design stand apart from each other and to make a
noticeable difference between them. It can be color contrast, value contrast, texture contrast, or size
contrast.
ALIGNMENT- it means that elements used in the design are visually connected so that nothing
feels out of place or disconnected.
Remember this:Skill in lettering is a basic requirement for a student in drawing. He must be exposed
to the lettering activities to orient him on the quality standard in printing letters.
Lettering is used as a form of communication. As applied in drawing, it adds beauty if it is well-
printed. Likewise, it can destroy the appearance of the drawing once it is not done well. It’s important to
learn about the lettering when you are in the Drafting industry. It is needed to supply the informations of the
drawing being presented.
The Four Group of Lettering Styles
Gothic Letters. They are the most simple and readable among the four group of letters. It has a
uniform stem. It should be applied only for poster and advertisement purposes.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq
Rr Ss Tt Uu Vv Ww Xx Yy
b. Single Stroke. It is printed with thin stem. It is used for engineering drawing purposes.
1. Roman Letters. The thickness of these letters is not uniform. they have pointed stem which is
called “serif”. They must be used for books, magazine, newspapers, and text matters.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy
The Three Classics of Roman Letters:
a. Old Roman Letters. They are printed by means of layout form using the flexible lettering pen.
The thickness of the thin stem must be ½ from the thickness of the heavy stem.
b. Modern Roman Letters. They are printed in single stroke using the speedball pen.
c. Modified Roman. Similar to Modern Roman, they are printed in single stroke using the
speedball pen. However, this style must be printed in the absence of serif.
2. Script. It is considered as artistic letters. It is purposely used for certificates, diplomas, citations,
greetings and invitation cards.
3.
3.
3.
3.
Text or Old English. This style is the most artistic among the four groups of letter. Similar to Spanish
script, it is also used for certificates, diplomas, citations, greetings and invitation cards.
>USE OF GUIDELINES
To be able to align all the letters and to have uniformity in height, use of guidelines is primarily
considered. Guidelines to be used depends on the type of letters to be drawn, whether they are uppercase
letters or lowercase letters or combination of both.
Upper Case letters. They are letters which are printed in capital form. Three guidelines to be used when
drawing upper case letters are cap line, waist line, and base line.
Example: cap line
ABCDEFG
waist line
base line
Lower Case Letters. These are the letters which are printed in small letters printed with the use of four
guidelines such as cap line, waist line, base line, and dropped line.
Example:
cap line
waist line
dropped line
COMPRESSED
Extended. This proportion is applied when there is a more space. The width of the letter is wider than the
height.
Example:
Normal. This proportion is applied when there is normal space. The letter is printed in the normal size.
Example:
NORMAL
The Two Proportion of Thickness
Boldface. This refers to the letters which are printed with heavy stem.
Example:
BOLDFACE
Lightface. This refers to the letters which are printed with thin stem.
Example:
>SPACING OF LETTERS
The spacing between words are effectively done by visual spacing or calculated by the eye. Some
people mistakenly apply mechanical spacing or box method thus resulting to visual improximity [see figure
1a]. This is because some letters are wide on the upper part and narrow on the lower or vise-versa.
The spacing between words is done as if a letter O appears in between each word [see figure 1b].
>UNIFORMITY
Letters should be uniform in all aspects such as height, style, proportion, stem, etc. Non-uniformity
will result in a poor lettering work.
Below are the suggested lettering tools and instruments and their uses:
1. Speed Ball - used in writing different various styles ofletters
2. Lettering Brush - used for sign painting
3. Felt Point Pen - used for sign painting
4. Letter Template - used as guide for letter transfer
5. Letter Transfer - used to direct letter transfer
6. Pencil - used for lettering and sketching
7. Technical Pen - used for Gothic letters
8. Leroy Lettering Pen - used for engineering and architectural
lettering
Making Numerals
All mechanical drawings involve the use of numerals, hence, they should be studied closely. Notice that in
the figures below are all 6 units and 5 units wide except 1. All figures are composed of the essential strokes
found in the letters which are straight and curved. [ See Figure 1.1 ]
_________________1. informations.
_________________2. This element refers to how dark or light an object l
Direction: Choose the letter of the best answerIdentify the following. (Pick your answers from the pool of
words below)
DESIGN PRINCIPLES SHAPE COLOR VALUE
LINE TEXTURE SIZE TEXT SPACE
ELEMENTS REPETITION CONTRAST ALIGNMENT PROXIMITY
_________________1. It is the lettering on the design which can be used to express the mood of the
theme.
_________________2. These are materials you build your designs with.
_________________3. These are the rules that help you organize the elements on your design.
_________________4. This element can generate emotions and create visual interest.
_________________5. This element defines the importance of the object on the design.
_________________6. This element gives an impression of what the surface feels and looks like or
what it is made of.
_________________7. This element is created by putting up lines together to create height and
width.
_________________8. This element of design can be used to connect content to one another, to
create movement, or divide spaces.
_________________9. This element of design is used to group or separate informations.
_________________10. This element refers to how dark or light an object looks.
_________________11. This is the space occupied by the subject on your design.
_________________12. This principle of design helps create cohesiveness and produce pattern.
_________________13. This principle of design is applied to make each elements stand apart from
one another.
_________________14. This principle of design is considered to make visual connection so that
nothing is disconnected or out of place.
_________________15. This principle of design refers to how close or how far each element are
from one another to express their relationship.
EXPLORE
THE PROPERTIES OF COLOR
In using the element of color on your design, one must be familiar with the basic properties of color to be
able to effectively use it to achieve the purpose of its application. Colors are better understood by looking at
them on the color wheel. A color wheel was the first organized system of colors. It clearly shows the
relationship of colors.
In traditional color theory, it all starts with the three colors which is known as the primary colors:
PRIMARY COLORS- are the red, blue and yellow. They cannot be produced by mixing any color. They
are positioned equidistantly on the color wheel.
SECONDARY COLORS- are the orange, green, and violet. They are produced by mixing two primary
colors. In the color wheel, they are positioned in the middle of the two primary color which are mixed to
produce them.
I. Multiple Choice. On the space provided before each item, write the letter of the word or group of
________ 5. Which of the proportion of letters below is applicable for limited space?
a. compressed proportion
b. extended proportion
c. normal proportion
d. boldface proportion
II. Identify the style of lettering used in graphics below:
4 ____________________ 5 _________________
III. Answer the following questions briefly:
1. Discuss the effect of the lettering on the drawing when it is not properly printed.
2. How important is lettering in the drawing?
TERTIARY COLORS- are the red-orange, red-violet, blue-violet, blue-green, yellow-green, and yellow-
orange. They are produced by mixing a primary and a secondary color. In the color wheel, they are
positioned in between the colors which are used to produce them.
THE PRANG COLOR WHEEL CHART
NEUTRAL COLORS
- neutral colors are black and white,and sometimes gray and brown are also considered as neutral
colors. They are not actually colors but they can be added to other hues to produce other colors or to change
the tone, tint, and shade.
WARM COLORS
-these are colors found on one side of the color wheel which are said to be the colors of the fire or
sun. Warm colors make the objects on the painting looks closer.
COOL COLORS
-these are colors found on the other side of the color wheel. They are the colors found in the ice or
snow. Cool colors tend to recede in the composition.
The colors on the color wheel can also be changed by tint, tone, and shade.
EXPLORE
COLOR SCHEMES
Color schemes are systematic way of using the color wheel to put colors together. The color scheme or color harmony
is combining the use of colors in an artwork or design express moods or theme.
MONOCHROMATIC COLOR SCHEME
it is derived from the word “mono” which means one, and “chroma” which means color.
This color scheme uses only one color and its values.Activity 2
Direction: Draw the numerals 0-9 based on the ANSI. Do these on a graphing paper as shown in
figure below.
ANALOGOUS COLOR SCHEME-
uses colors that are next to each other on the color wheel. They usually match well and create serene and
comfortable designs.
Analogous color schemes are often found in nature and are harmonious and pleasing to the eye.
Make sure you have enough contrast when choosing an analogous color scheme.
Choose one color to dominate, a second to support. The third color is used (along with black, white or gray) as
an accent.
The split-complementary color scheme is a variation of the complementary color scheme. In addition to the
base color, it uses the two colors adjacent to its complement.
This color scheme has the same strong visual contrast as the complementary color scheme, but has less
tension.
DOUBLE COMPLEMENTARY COLOR SCHEME
The Double-complementary color scheme is a variation of the complementary color scheme. It uses the two
adjacent colors and their opposites.
This color scheme has the same strong visual contrast as the complementary color scheme.
Processing:
Now that you have done the activity, try to evaluate your output.
Have you done it according to the standard given on the sample?
Did you finished the job neatly or full of erasures and smudges?
To be able to create a good lettering, it is important to pay attention on the form and structure of the letter.
Deepen Activity
After paying attention to the form and structure of the letterslearning the properties of colors and the
color harmonies, let us now deepen our understanding and skill by putting them into practice of
creativeness. Do these coloring is activitiesy applying the color schemes required for each drawing.:
MONOCHROMATICActivity 3
A Gothic lettering can be done a simple way using a column method. Let’s try to draw a simple build-up
Gothic lettering by doing the following procedures:
1 Make the guidelines. But in doing this, make each guide line double.
ANALOGOUS
TRIADIC
SPLIT COMPLEMENTARY
2 Next is to draw a column. The thickness of the column should the same as the guidelines. As an example,
one column is used for drawing capital letter I.
The number of columns to make depends on the structure of the letter. For capital letters C, E, F,and L, use
1column and a line. The distance between column and line depends on the width of the letter. Look at the
sample below.
For capital letters B,D,G,H,J, K,N, O, P, Q, R, S, U, X,and Z, use only 2 columns. Below is a sample for
letters B and S.
For capital letters A,M,T,Y, and V, use 3 columns. Look at the samples below.
3 Now using this technique, try to draw the letters of your nickname. Use only pencil to prepare the
guidelines and columns, then finalize it using a techpen. It’s your option if you like to render your lettering
with colors. Do this on an oslo paper.
Performance Assessment
You activity will be rated based on the following rubric:
Criteria Score
(Tick the
corresponding pts.)
Accuracy
50
45
40
Speed
10
6
8
Neatness
25
20
15
Lettering/Labeling
15
12
10
8
Total
Performance Criteria:
Accuracy
50 pts - The output is accurately done.
45 pts - Two to five errors are observed on the output.
40 pts. - Six to ten errors are observed on the output.
Speed
10 pts - The output is done 5 minutes before the time.
8 pts - The output is done on time.
6 pts. - The output is done after the allotted time.
Neatness
25 pts. - No errors made on the output.
20 pts - Two to three erasures made on the output.
15 pts - Four or more erasures made on the output.
Lettering/Labeling
15 pts. - All information must be completely indicated and legibly
printed.
10 pts. - Pieces of information are legibly printed but some are
missing.
Assessment Criteria
Principle of sketching objects is properly discussed.
Different shapes of objects are correctly identified.
All principles of proportion in sketching simple objects based on commercial standards are explained.
Procedure in sketching is correctly followed.
References:
Technology ang Livelihood Education 8; Phoenix Publishing House; 2013
Carrer Pathways in TLE 9; Sunshine Interlinks Publishing House, Inc.; 2014
3. German M. Manaois. Drafting 1 and 2; Phoenix Publishing:1983
4. Norman Stirling. Introduction to Technical Drawing; Delmar Publishing: 1977
EXPLORE
Sketching is a basic skill to be learned by the student before he will be exposed to higher level of drawing
activities.
Sketching is a preliminary layout or draft before making it into final drawing. This can be done in a light line
forms with the use of sketching tools and materials.
Principles of Sketching Objects
Before doing sketching activities, it is important to know the basic principles in sketching. The following
are:
• Analyze the proportions of the subject.
• Mentally picture out the basic shape of subject.
• Determine the small details on the subject.
• Establish height and width of the subject to be sketched.
• Use the appropriate sketching materials.
4. Circle. A plane figure bounded by a uniformly curved line equidistant from a common center.
EQUILATERAL TRIANGLE
DELTOID
HEXAGON
CIRCLE
ELLIPSE
Assessment Criteria
Drawing pencils are selected based on specific job requirements.
Proper care and manipulation of drawing tools, materials and equipment are observed and practiced.
Techniques on line exercises are demonstrated according to standard procedure.
Shading techniques are applied making use of appropriate standard specification.
Pencil rendering techniques are applied according to appropriate drawing materials.
Creativity on value scale in shading is applied.
References:
Technology ang Livelihood Education 8; Phoenix Publishing House; 2013
Carrer Pathways in TLE 9; Sunshine Interlinks Publishing House, Inc.; 2014
3. German M. Manaois. Drafting 1 and 2; Phoenix Publishing:1983
4. Norman Stirling. Introduction to Technical Drawing; Delmar Publishing: 1977
EXPLORE
Drawing Principles Freehand and Sketching
Freehand sketches are of great assistance to the designers in organizing their thought and recording
their ideas. They are effective and economical means of formulating various solutions to a given problem so
that a choice can be made between them at the outset. Often, much time can be made between them at the
outset. Much time can be lost if the designer starts his scaled layout before adequate preliminary study with
the aid of sketches. Information concerning changes design, covering replacement of broken parts or lost
drawing, is usually conveyed through sketches.
It is important to select the proper material and tool that depends on the nature of work or type of
drawing presentation you will make.
Drawing Paper- is manufactured in four colors, namely: white, cream, light green and buff. It comes in
different sizes of various sheet thickness.
Pencil- is manufactured in various grades of hardness ranging from 9H, the hardest down to 8B which is the
softest. The lead of pencil is a mixture graphite, clay and wax. The clay makes the lead hard. The harder the
pencil is, the lighter the line is produced.
Pencil points
Pencil points can be shaped into three different points using a sandpaper pad:
Conical Point- it has a pointed tip which can be
used for ordinary sketches of fine lines.
Elliptical Point- it has a rounded tip and is
effectively used for shading or rendering.
Chisel Point- it has flat broad tip especially used for drawing thick lines.
Vertical line. Is a line that can be obtained by suspending plumb and this line form 90 degrees from the
horizontal line. It is drawn from top to bottom.
Note:
Refer to Activity No. 6 for the application of this activity.
Deepen Activity
This time let us apply the use of basic lines and shapes to sketch a simple object. Do this activity.
Activity 5
Freehand drawing is executed without the use of mechanical drawing instruments. It is purely done by means
of sketching. Follow these procedures in making freehand drawing:
Prepare the model/object.
Imagine the basic shape from which the model originates and sketch on the appropriate drawing paper.
WIDTH
Complete the freehand drawing activity.
Darken the final edges and erase the sketching lines. Apply shading.
LINE SHADING
STIPLING
SMUDGING
Performance Assessment
You activity will be rated based on the following rubric:
Criteria Score
(Tick the
corresponding pts.)
Accuracy
50
45
40
Speed
10
6
8
Neatness
25
20
15
Total
LESSON 2 : CREATING POSTERS
Posters are mass produced advertisements or announcements, usually printed on large sheets of paper, for
public display. They usually have commercial purpose to advertise products or publicize entertainment events. They
also occasionally appear as informative public announcements, propaganda instruments, or pure work of arts with no
overt message.
Have you ever wondered how posters came about?
EXPLORE
Posters came into existence in the 15 th century with the invention of the printing press. Usually unillustrated, the
earliest posters carried royal proclamations, municipal decrees, announcement of fairs and markets, and occasionally
advertisements of books. Small woodcut illustrations were used somewhat more frequently in later centuries but in the
19th century, posters began to assume their modern work.
Poster production boomed throughout the first half of the 19 th century, partly due to the development of high
speed printing presses, and posters were used to advertise everything from railroad to corsets to department stores. Also
at this time theatrical posters first appeared often with realistic illustrations of scenes from the advertised plays, operas,
or burlesques.
Other types of posters also became popular as years went by. These include movie and travel posters, non-
commercial posters, and propaganda posters. The principal artistic innovation of the postwar era has been the purely
pictorial poster, which has no advertising or commercial purpose but carries an artistic and aesthetic message.
POSTERS
It is a designed layout with letterings, illustrations and background.
Posters ordinarily consists of colorful pictures or pictures along with a short identifying text or trademark.
It is used either to give a message, instructions, or information which can be interpreted at a glance.
Informative posters:
Commercial posters:
Promotional posters:
I. Direction: Write T if the statement is true or and write M if the statement is false then underline
the word/words which made it false.
A poster is a designed layout with letterings, illustrations and background.
Posters can be used to give a message, instructions, or information which can be interpreted after a thorough
analysis.
Explanatory text should be close to the figure it is explaining.
Text must dominate and graphics should augment rather than overwhelm.
A poster should contain a lot of details.
_____________________________________ _______________________________
Deepen Activity
Using the knowledge acquired in the Elements and Principles of Design and the skills acquired the
Properties of Colors, create a poster expressing your thoughts about the celebration of Christmas in the
midst of the pandemic. Do this activity on an oslo paper with a landscape orientation. You are allowed to
use any coloring medium most comfortable for you. (crayon, oil pastel, colored pencil, colored pen,
watercolor, etc)
Performance Criteria:
Accuracy
50 pts - The output is accurately done.
45 pts - Two to five errors are observed on the output.
40 pts. - Six to ten errors are observed on the output.
Speed
10 pts - The output is done 5 minutes before the time.
8 pts - The output is done on time.
6 pts. - The output is done after the allotted time.
Neatness
25 pts. - No errors made on the output.
20 pts - Two to three erasures made on the output.
15 pts - Four or more erasures made on the output.
Reflection of Understanding:
I learned that _________________________________________________________________________
____________________________________________________________________________________
___ Now I can
_____________________________________________________________________________
____________________________________________________________________________________
___
ANSWER KEY
Pre-assessment
GOTHIC.
TEXT LETTERING
SPEEDBALL PEN
CAPLINE
EXTENDED
COMPRESSED
Letter W
SQUARE
PENTAGON
QUADRILATERAL
EQUILATERAL TRIANGLE
HORIZONTAL LINE
LINE SHADING
STIPLING
SMUDGE SHADING
Post Assessment
Lesson 1
I.
A
C
W
C
A
II.
Script
Gothic
Roman
Roman
Text
III.[To be checked by the teacher]
Lesson 2
A.
Sketching
Hexagon
Square
Circle
Trapezium
Trapezoid
Equilateral triangle
Rectangle
Width
Height
B.[ To be checked by teacher ]
Lesson 3
8B
9H
Horizontall
Vertical
Conical
Chisel
7-10. Line shading, Stipling, Smudging, Mixed shading
EXPLORE
MONOGRAM
motif made by overlapping or combining two or more letters or other graphemes to form one
symbol.
often made by combining the initials of an individual or a company, used as recognizable
symbols or logos.
commonly used to represent the initials of a person or business.
What’s interesting about a monogram design is the sentimental value it carries — the use of
letters forms memorable acronyms and a deeper connection to the company name.
TIPS TO REVIEW
GENERAL BEFORE CREATING
ELECTRIC Minnesota Mining
A MONOGRAM LOUIS
LOGO:
Find a distinct typeface and Manufacturing VUITTON
GENERAL
This style ofELECTRIC
logo design requires attentiveness to the typeface you choose. Monogram logos
CorporationHONDA
are all about the letters, so it’s critical to find a typeface that reflects your brand’s personality and
your target audience. MOTORS
VERTICAL
INTERLOCKED
STACKED
SHAPED
MIRRORED
FIRM-UP ACTIVITY:
Collect as many monogram logo as you can of famous product brand. Print or cut out and paste them
on any hard paper to make them as a cards. Then find a partner that you will challenge to guess the
brand. The person who gets the highest number of correct answers wins the game.
DEEPEN ACTIVITY:
Now that you have learned the definition, characteristics, and tips in creating a monogram logo, it
now your turn to make your own personalized monogram logo. You may create it by manual
drawing or computer-aided drawing.Here are the samples of my monogram logo which stands for my
name MICHAEL C. TICO.