SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE:

Diploma in Art Direction and Graphic Design

SAQA QUAL ID	QUALIFICATION TITLE
99787	Diploma in Art Direction and Graphic Design
ORIGINATOR
The Design, Art Direction and Animation Academy Pty Ltd
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
CHE - Council on Higher Education			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Diploma (Min 360)	Field 02 - Culture and Arts		Design Studies
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	360	Not Applicable	NQF Level 06	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 091/21	2021-07-01	2023-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2024-06-30		2029-06-30

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.

This qualification does not replace any other qualification and is not replaced by any other qualification.

PURPOSE AND RATIONALE OF THE QUALIFICATION

Purpose:
The qualification prepares learners who wish to pursue further advanced study. It provides a solid foundation for further study in a variety of creative communication art fields, such as art direction, graphic design, web design, environmental design, animation, 3D animation and gaming and film and television.

The qualification is an optimum mixture of theory (such as history and appreciation of design and advertising and structure and operations of agencies), relevant practical assignments (real world, real brands) and computer software applications.

Upon qualifying, the learner will have a well-balanced knowledge of current, industry-relevant theoretical and creative art topics, combined with practical skills in the design of and art direction and a sound operational capability in design software and print production. This is a balance theoretical knowledge, practical skill and technical production capability.

Upon qualifying the learners with the qualification will display the following attributes:

Critical and conceptual thinking ability.

Creative and problem-solving ability.

Independent research ability.

Advanced computer production skills.

Media and print production methods and processes comprehension and analysis ability.

Effective oral and written communications skills.

Team orientated skills.

Rationale:
This qualification has been developed, with the help of active and senior personnel in the brand communication industry, to address the current needs of the brand communication industry for generalist graphic artists with art and graphic design skills.

The qualification develops generalist graphic design skills by placing emphasis on the development of a portfolio of relevant artwork, on learning about the industry itself and on a balance of manual and practical skills, with theoretical subjects and software training. This will afford graduates a broader range of job opportunities in the industry.

In addition, it provides general visual arts knowledge and skills for those learners who want to study further in a similar or allied field.

The qualification targets learners who have an aptitude for and basic proficiency in art, or technical drawing, or creative thinking or computer work, who wish to pursue a career in an art direction and graphic design, or any other creative career in the brand communication industry. Learners will be able to confidently apply for employment in the following types of positions: junior graphic designer in a design studio, junior art director in an advertising agency, graphic designer/art director in a through-the-line studio, designer in an in-house creative studio and/or junior designer in book or magazine publishing.

Although the industry has for some time operated in a digital, technological environment, concept and art skills and intellectual and craft ability are still the foundation on which the industry functions. It needs creative artists, who are adept in the basic manual skills of communication art, so learners are given solid grounding in manual art direction and graphic design, as well as computer skills.

The digital era has brought about several new job types to the creative industry. In addition, a major shift towards technology, specifically software knowledge, expertise and specialisation has occurred recently. As brand communication has become more sophisticated, people entering the industry need to know more about it, to be able to secure a job. They also need to be multi-skilled, or generalists, as the vast majority of jobs require generalist skills.

This means the qualification comprehensively covers more topics, or subjects than just practical and historical ones. Emphasis is placed on the jobs available, the job descriptions and functions, the media, production methods, a portfolio of work, the various divisions and disciplines of the industry, how it operates and work-based skills.

The approach of this qualification emphasises what the learners need to know about the industry today and how to perform in it.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
The structure of this qualification makes it possible for the Recognition of Prior Learning (RPL). This qualification may therefore be achieved in part, or completely, through the Recognition of Prior Learning, which includes formal, informal and non-formal learning and work experience. The applicant will be thoroughly briefed on the intuition's policy and mechanism to be used and support and guidance will be provided.

RPL will be assessed in an intergrated way where the applicant is able to demonstrate competence in the knowledge, skills, values and attitudes implicit in this qualification. The appropriate credits will be assigned.

RPL Assessment may rely on:

A portfolio containing a range of supporting materials and evidence.

Work-based assessments.

Examinations.

Projects.

Interviews.

Demonstrations.

Some combination of the above.

RPL will be considered if:
The applicant has completed, or partly-completed a similar, or complimentary course at another institution.

The applicant has not passed a National Senior Certificate, but has appropriate industry experience of a minimum of 3 years.

The applicant has not passed a National Senior Certificate, but can demonstrate design software computer skills in a test and a portfolio of work.

The applicant has not passed a National Senior Certificate, but can demonstrate accomplished practical art skills in drawing, or painting, or illustration or cartooning in a portfolio of work.

General principles underlying the Recognition of Prior Learning:

The instituition perceives itself as an institution of lifelong learning.

RPL is part of a holistic approach to learning and the acknowledgement of the value of past learning and experience in a variety of contexts.

To redress past inequities in training and education.

To broaden access for study purposes.

To be committed to the skills development of learners.

To be committed to supporting the learning pathways as described by the National Qualifications Framework.

To be committed to the principles of increasing mobility and flexibility in learning.

To ensure RPL is subjected to and part of sound assessment practices.

To ensure the RPL process and treatment of applicants are free of discriminatory practices.

RPL learning may allow:

Accelerated access to further learning at this or higher levels on the NQF.
Or

Gaining of credits towards this qualification.
Or

Obtaining access to this qualification by learners who do not meet the minimum entry requirements.

Entry Requirements:
The minimum entrance requirements for this qualification are:

Senior Certificate (SC).
Or

National Senior Certificate (NSC) granting access to Diploma studies.
Or

National Certificate Vocational [NC(V)] at Level 4, granting access to Diploma studies.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of compulsory modules at Levels 5 and 6, totalling 360 Credits:

Modules at Level 5, 129 Credits:

Drawing and Illustration, 36 Credits.

Art Direction 1, 24 Credits.

Graphic Design 1, 36 Credits.

History of Brand Communication 1, 24 Credits.

Digital Design and Production, 9 Credits.

Modules at Level 6, 231 Credits:

Art Direction 2, 36 Credits.

Graphic Design 2, 51 Credits.

History of Brand Communication 2, 24 Credits.

Art Direction 3, 30 Credits.

Graphic Design 3, 54 Credits.

History of Brand Communication 3, 24 Credits.

Portfolio and Professional Practice, 12 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate competence in drawing from life, creating visual ideas, using various drawing and illustration tools, styles and techniques and knowledge of the history of drawing and illustration.
2. Demonstrate theoretical knowledge of the history of art direction and graphic design, the various theories of the brand communication industry, its disciplines and associated media and production theory.
3. Demonstrate practical knowledge of and skill in producing typographical designs, brand identities in the relevant format and media expressions.
4. Demonstrate practical knowledge, understanding of and ability to produce advertising in various formats for various media and create advertisements campaigns.
5. Demonstrate knowledge of and an ability to use various software packages to produce graphic design and advertising executions.
6. Create and present a personalised portfolio of artwork and display knowledge of job application and professional practice in the brand communication industry.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Describe the fundamental methods of observational and expressive drawing practice.

Apply knowledge of form, structure, colour, mass, light and shade in drawings from life.

Use a number of different drawing tools and techniques.

Draw the human and other life forms.

Demonstrate knowledge of illustration styles.

Process and evaluate visual concepts.

Demonstrate proficiency in analytical and expressive drawing techniques.

Apply graphic representations to ideas.

Communicate effectively through visual media.

Demonstrate knowledge of the history of illustration and techniques.

Use research and compare different illustration styles in history.

Demonstrate knowledge of the history and the evolution of visual communication.

Associated Assessment Criteria for Exit Level Outcome 2:

Demonstrate knowledge of how symbols, illustration, advertising and typography developed and identify and compare the study of different important periods that launched new eras.

Describe and evaluate the seven brand communication disciplines, how technology has changed design and advertising and possible developments in the future of design technology.

Describe the structure of an agency and how it operates focusing on the job flow and responsibilities.

Describe the roles, responsibilities and functions in a creative studio.

Describe the component parts of a creative brief and show knowledge of their order, definitions and functions.

Demonstrate knowledge of the component parts of the media and their functions and uses.

Demonstrate knowledge and understanding of the Living Standards Measurement as a target audience tool.

Demonstrate knowledge of the colour systems, sizes, formats, and paper types used in art direction and graphic design.

Demonstrate knowledge of the various types of printing and the pre-production requirements.

Describe an understanding of the various formats and sizes of print media.

Demonstrate knowledge of fonts and font families, types, history and software.

Associated Assessment Criteria for Exit Level Outcome 3:

Demonstrate practical knowledge, understanding of and ability with typography in graphic design.

Render sketches and finished colour drawings of ideas.

Demonstrate practical and theoretical knowledge of the roles of symbols and illustration in graphic design.

Demonstrate the practical ability to design brand identities such as logotypes, fonts, colour, component parts of a brand signature, and expressions of a brand signature and design language.

Understand a brand persona and interpret it into a brand identity.

Demonstrate a practical ability to design packaging and other three-dimensional elements.

Demonstrate an ability to make oral, digital and mechanical presentations.

Demonstrate the ability to process, analyse and evaluate graphic design executions.

Associated Assessment Criteria for Exit Level Outcome 4:

Demonstrate knowledge and understanding of typography in advertising.

Create visual concepts which engage an audience.

Demonstrate knowledge and use of various illustrative techniques, in rendering advertising ideas.

Use the principles of layout design.

Render ideas as advertising for different media using the principles of different disciplines.

Use concepts, visual, communication and rendering skills to present advertising ideas and finished executions.

Create advertising campaigns.

Make oral, digital and mechanical presentations.

Process, analyse and evaluate advertising executions.

Associated Assessment Criteria for Exit Level Outcome 5:

Demonstrate knowledge of and skills in the fundamentals of computer operation and maintenance.

Demonstrate understanding and knowledge of various computer operating systems and associated software, freeware, stock vector and photographic and font libraries.

Demonstrate competence in an efficient system of file naming, storage and archiving.

Understand and be able to create various different file formats.

Demonstrate ability in the fundamentals of digital design and production methods and systems using the relevant design software packages.

Associated Assessment Criteria for Exit Level Outcome 6:

Design a personal brand identity.

Demonstrate an ability to personalise a portfolio with a brand identity, and extend it onto basic operational stationery.

Design and compile a portfolio of artwork.

Demonstrate knowledge of the tenets of professional practice in the industry.

Understand what is required and how to apply for a job.

Present a portfolio in an interview in person, or by mail, or online.

Demonstrate lop computer and design software package skills.

Digitally design and produce ideas and designs.

Integrated Assessment
An integrated approach to assessment is incorporated into the qualification.

Learning, teaching and assessment are inextricably interwoven. Whenever possible, the assessment of knowledge, skills, attitudes and values shown in the qualification should be integrated.

Theory:
Theory written tests are given to assess the conceptual, intellectual and critical thinking. There will be written tests as follows:

The written tests in Art Direction and Graphic Design will examine the learners' production, materials, colour, media, marketing, software and typographical knowledge.

The written essays and tests in History of Brand Communications, will examine critical and intellectual thinking required in, for example, comparing two design styles, or comparative review of two historical illustration techniques used in advertising, or a particular aspect of communication design, such as an analysis of new print and digital media, or an international brand case study, or examining the learners knowledge of the advertising industry, how it operates and its component parts, as well as aspects of professional practice.

Practical:
Four subjects will have practical assignments.

Assignments will cover various styles, aspects and techniques of drawing and illustration relevant to graphic design and art direction.

The final practical assessment is a portfolio of creative work.

Formative and summative assessment:
Formative assessment will be in the form of written tests and practical assignment.

Summative assessment occurs at the end of each of four terms. The final summative assessment occurs with the presentation by the learners of a final portfolio of work.

INTERNATIONAL COMPARABILITY

This qualification has been compared to two similar qualifications offered in the United States of America:

The Advanced Certificate in Graphic Design offered by Mercyhurst University, Erie, Pennsylvania.

The Advanced Certificate Graphic Design offered by the Sessions College for Professional Design.

Although the titles of the modules from the two American institutions differ, their content is similar to that of this qualification. In addition the purpose and learning approaches are similar and include the latest digital skills.

The qualification has also been compared with the Graphic Design Advanced Diploma offered by the Mohawk College in Canada. This qualification enables learners to:

Conceptualise and develop design solutions using principles of design to create visual communications that meet the needs of a project.

Employ the design process to create design solutions that meet project objectives and the needs of the client and/or user.

Plan, create and use photography, illustration and typography in design layouts to meet the requirements of a creative brief.

Design, develop and create a variety of media products using relevant, current and/or emerging technologies.

Communicate ideas, design concepts and opinions clearly and persuasively to others.

Complete all work in a professional and ethical manner and in accordance with applicable legislation and regulations.

Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

The outcomes and the purpose compare well with the focus and purpose of this Diploma. However, the inclusion of legislation in the Mohawk qualification differs from that of the content of this Diploma.

Conclusion:
This qualification compares favourably with international qualifications in terms of purpose, particularly in regard to the inclusion of new digital skills and processes, the development of communication skills and the preparation of learners either for the workplace or further learning.

ARTICULATION OPTIONS

This qualification offers no specific articulation opportunities with qualifications at this institution. The qualification offers systemic articulation with qualifications offered by other Institutions provided the learner meets the entry requirements, they are:

Horizontal Articulation:

Advanced Certificate in Graphic Design, Level 6.

Diploma: Graphic Design, Level 6.

Diploma: Media and Graphic Design, Level 6.

Vertical Articulation:

Bachelor of Arts in Graphic Design, Level 7.

MODERATION OPTIONS

N/A

CRITERIA FOR THE REGISTRATION OF ASSESSORS

N/A

NOTES

N/A

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

NONE

PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION:

This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.

1.	The Design, Art Direction and Animation Academy Pty Ltd