Study task 1- brief selection-what is the problem?

The Brief

Emil and the Detectives by Erich Kästner

‘After him! After him!’

Emil is excited to be going on a train all by himself, with money for his grandmother safely tucked into his pocket. But a strange man wearing a bowler hat is acting mysteriously, and soon Emil starts to feel sleepy…

The next thing he knows the man – and the money – have gone! Emil is determined to get it back and teams up with a gang of young detectives in a hair-raising chase across the city to catch the thief.

When published, Emil and the Detectives was one of the very first child detective stories, and original in that it was set in a contemporary Berlin rather than in a fantasy world. Full of unforgettable characters, it has delighted children for over eighty years.

The Brief 

Students are invited to design a whole new cover look for Emil and the Detectives to bring this classic to a new generation of readers. The design should ensure that this original and heart-warming story remains a must-read for every child.

Your cover design needs to include all the cover copy as supplied and be designed to the specified design template (B format, 198mm high x 129mm wide, spine width 12.5mm), incorporating the A PUFFIN BOOK branding.

What the judges are looking for:

We are looking for a striking cover design that is well executed, has an imaginative concept and clearly places the book for its market. The cover should encourage children to pick the book up and buy it for themselves and should also engage adults to want to buy it for them.

While all elements of the cover (front, back and spine) need to work together as a cohesive whole, remember that the front cover has to be able to work on its own, and to be eye-catching within a crowded bookshop setting as well as on screen at a reduced size for digital retailers.

The winning design will need to: have an imaginative concept and original interpretation of the brief

• be competently executed with strong use of typography
• appeal to the broadest possible audience for the book
• show a good understanding of the marketplace
• have a point of difference from the many other book covers it is competing against
• be able to sit on the shelves of a supermarket or ebook store as easily as it sits on those of more traditional bookshops 

Copyright must be cleared for all images used in your cover design.

What are the problems identified by the brief?

To make a book cover that is appealing to children. To be able to create a book cover that stands out among the thousands of other competitors. Must work on screen as well as in stores, so needs to look eye catching when viewed as just a small thumbnail. A book that not only communicates to children but also to the parents of the children. 

What is the brief asking you to do about these problems?

To be imaginative. Create imagery that is friendly, eye catching, and that makes people want to pick it up. I think I would have to draw through these problems, perhaps take a trip to the library and have a look at other children's books and see what's popular today. Research, and roughs will definitely help.

What is the brief trying to achieve?

A new innovative book cover for a well known children's book.

Who will benefit?

The children who read the book and enjoy the illustrations, the parents of said children. Penguin, and also the designer, to win such a big competition like this.

What is the message?

A light hearted child friendly illustration about a detective. (Haven't read the book yet so will elaborate when I have)

Who is the audience?

Children, parents, adults. As wide a range of an audience as possible, as this proves the success of the book cover.

How will the message be delivered?

Fun, upbeat illustrations, good use of typography that is easy for children to read. Carefully considered colour palette (remembering to consider thumbnail images)

Can you for see any problems responding to the brief?

Competing against a huge range of incredibly talented people. Typography, as its not something I am good at at all. Creating an illustration that inspires children to read and the parents to want them to have the book. Such a wide audience could be tricky.



Other briefs I'm really interested in...

Secret 7

We take 7 tracks from 7 of the best-known musicians around and press each one 100 times to 7” vinyl. We then invite creatives from around the world to interpret the tracks in their own style for every 7”. 700 sleeves are exhibited and then sold for £50 apiece. You don't know who created the sleeve, or even which song it's for, until you have parted with your cash - the secret lies within.

When this one is live, I really want to give it a go. I know a few of the third years did this one last year and it really excited me. Should be a cool one to work on.

Poster for Peace

In commemoration of the 70th anniversary of the first UN General Assembly resolution, which established the goal of eliminating nuclear weapons and all weapons of mass destruction, the United Nations Office for Disarmament Affairs is pleased to sponsor the UN Poster for Peace Contest.

The contest aims to raise awareness of the need for nuclear disarmament and to inspire citizens across the globe to add their voices, and use their artistic talents, to promote a world free of nuclear weapons.

Submitted posters must be original and in the 60 by 90 centimetres (2 feet x 3 feet) format. Also, posters must be created using traditional methods (pens, pencils, crayons, charcoal, oil paint, acrylic paint, watercolour, etc.) or modern digital illustration process.

Maximum file size: 10 MB. File type: JPEG, PNG or PDF. All entries will be judged using the same criteria: creativity, composition, theme and technique.
There is no entry fee.

Eligibility

Open to anyone of any age in all countries, though parents' permission is needed for participants younger than 13.

Prize

Three winning designs will be selected and awarded with 3,000, 2,000 and 1,000 USD respectively.
Winners will be announced on 5 March 2016.