Course Title: Apply lettering

Part B: Course Detail

Teaching Period: Term1 2007

Course Code: MKTG5700C

Course Title: Apply lettering

School: 320T Design (TAFE)

Campus: City Campus

Program: C5177 - Diploma of Visual Merchandising

Course Contact : Jo Beckerleg

Course Contact Phone: 9925 4211

Course Contact

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 70

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This unit includes the skills and knowledge required to lay out and apply lettering to design a variety of signage for use in retail, exhibition and event settings.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

WRRVM4A Apply lettering


Apply layout principles

Performance Criteria:

Layout principles, including tight units of meaning, space frame border, and dominance and contrast are applied according to the planned lettering design.

Colour and letter styles are selected to suit promotional theme or corporate image.


Construct tickets, signs and show-cards

Performance Criteria:

Freehand pencil alphabets are constructed for price tickets and signs using basic letter styles where required.

Alphabets and signage are structured using:

Appropriate lettering method and medium is selected to suit application and desired outcome.


Produce written text for promotional purposes

Performance Criteria:

Illustrated concept sketches are produced for presentation to client.

Letter styles and decoration appropriate to client requirements and promotional theme are applied.

Lettering conforms to industry standard.

Learning Outcomes

1. Construct tickets, signs and
2. Apply layout principles
3. Produce written text for promotional purposes

Details of Learning Activities

On your timetable this competency will be referred to as Lettering.

In this unit you will develop skills required for hand lettering, writing traditional and modern letter styles with a variety of different tools. You will be able to understand and use the fundamentals of layout correctly.
With the knowledge gained, the development of skills and the use of technology be able to develop concepts and apply these skills to a variety of design solutions for use in retail, exhibition, event settings, etc.

Activities could include:
• Industry visits
• Design
• Illustrate
• Group work
• Presentations
• Research
• Lead a team

Teaching Schedule

1 Introduction
• Equipment
• Alphabets
• Exercises
2 Alphabet exercises
(Brief 1)
3 Alphabet sheets
• A3 alphabet sheet

 1.1, 1.2

• Price tickets
(Brief 2)

Brief 1 due

 1.3, 2.1
5 Calligraphy
• Practice styles
• Menu
(Brief 3)

Brief 2 due
 1.3, 3.2
6 Calligraphy
• Start manuscript
(Brief 4)
7 Calligraphy

Brief 3 due
8 Calligraphy 
9 Calligraphy

Brief 4 due
10Typography book

Lettering and layout
• Lettering and layout workbook
(Brief 5)
 1.3, 2.1, 2.2
3.2, 3.3
11 Type as design
(Brief 6)
12 Type as design

Brief 5 due
13 Type as design  
14 Press ad
• Layout skills
• Fundamentals of a brief
(Brief 7)

Brief 6 due
 2.1, 2.2
15 Press ad

16 Press ad

17 Tutorial 


1 Intro to course
Intro to Brief 8 – Observational signage
View good/bad samples of retail signage
(Brief 8)

Brief 7 due

3 Intro to Brief 9 – Van design
Mobile signage design
(Brief 9)

Brief 8 due
 2.1 2.2
3.1 3.2
4 Development of ideas 
5 Completion of ideas
Complete final design in 2D design
6 Intro Brief 10 - Food Court design
Food Court design
(Brief 10)

Brief 9 due
3.1 3.2 3.3
7SITE VISIT (research) 
8 Development of ideas 
9 Development of ideas 
10 Intro to Brief 11 – Community event/festival
Community based event/festival
(Brief 11)
3.1 3.2
11 Proposed concept presented in class

Brief 10 due
12 Intro Brief 12 - Exhibition/event
Meet at industry site
(Brief 12)


13 Present brief 12 to class

Brief 12 due

14 Development of ideas
Work on final design in 2D design
15 Brief 4 check in with teacher
Work on final design in 2D design
16 Present Brief 4 to class
Brief 11 due
17 Tutorial 

Learning Resources

Prescribed Texts



Other Resources

Overview of Assessment

• Research project
• Developing project brief
• Software application
• Portfolio presentations
• Application of technical skills

Assessment Tasks

Brief 1 Alphabet sheets
Brief 2 Price tickets and layout
Brief 3 calligraphy menu
Brief 4 Calligraphy manuscript
Brief 5 Typography book
Brief 6 Type as design
Brief 7 Press ad
Brief 8 Sign observation
Brief 9 Van design
Brief 10 Food court
Brief 11 Community event
Brief 12 Exhibition
• All briefs are evenly weighted and the marks will be averaged out at the completion of the unit

Assessment Matrix

Course grading

HD High Distinction 80-100% competency achieved
DI Distinction 70-79% competency achieved
CR Credit 60-69% competency achieved
PA Pass (higher grading available) 50-59% competency achieved
PX Pass (no higher grading available) N/A competency achieved
NN Fail 0-49% not yet competent

• Assessment is ongoing throughout the semester

• Students must pass all assessment tasks in order to pass this course

• Attendance
The major learning experience involves group work, class interaction and field trips. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

• Work not seen in progress
If a student hands in any work that the teacher has never seen in class or discussed with the student prior to the submission, the teacher can refuse the work on the basis of authentication issues.

• Late submissions
Late submissions may be considered at the teacher’s discretion, provided that:
a. A medical certificate has been produced; or
b. 48 hours notice is given re the inability to meet the nominated deadline; or
c. Special consideration forms have been completed.
Late submissions must be in consultation with the teacher and penalties may occur.
This is aligned with standard visual merchandising industry practice.

• Students may be permitted to resubmit work upon application with course teacher.

• Course guide is subject to change in relation to industry demands and availability.

Course Overview: Access Course Overview