CUAGRD514: Create and manipulate graphics Assessment

Student Details

• Student Declaration:
  I declare that this assessment is my own work. Any ideas and comments made by other people have been acknowledged as references. I understand that if this statement is found to be false, it will be regarded as misconduct and will be subject to disciplinary action as outlined in the TAFE Queensland Student Rules. I understand that by emailing or submitting this assessment electronically, I agree to this Declaration in lieu of a written signature.

Brief 

Your client is a new retail food business preparing to enter a competitive food market. You will create their name, logo and overall branding. The client requires:

• Logo and business card

• Menu design appropriate for their products and food ethos

• Staff clothing (Polo/T-shirt/Business shirt) featuring logo and slogan (SMP)

Choose one business type:

• Restaurant / Café / Takeaway / Fine Dining / Organic Food / Cakes & Sweets / Food Truck

You must create original graphics using advanced tools/features of industry software and demonstrate integration of technical and creative processes to meet design objectives.

All evidence of research, ideation and production must be documented and numbered in your Electronic Visual Diary (EVD). (Template available on Connect)

Assessment Instructions 

1. Brief, Research and Ideation

1.1 Unpack the assessment task / re-brief in consultation with stakeholders.
1.2 Research other retail food branding and collect sample brand elements (reference images).
1.3 Research and explain techniques and software used to create logos.
1.4 Brainstorm business name, target audience and SMP (Single Minded Proposition) using a mind map or other creative thinking tool.
1.5 Outline cultural, social and environmental issues/impacts to consider and assess commercial viability of your concept.
1.6 Produce sketches based on your research findings:

• a) At least 10 thumbnail sketches for your logo concept.

• b) 2 thumbnail sketches for each of the other items (business card, menu, uniform).

• c) Present sketches to peers and record feedback.
  1.7 Using feedback, describe modifications and layout options.
  1.8 Edit and refine ideas/graphics through experimentation.
  1.9 Conduct a self-evaluation (technical and aesthetic) including:

• a) Relationship of graphics and type (composition) in your designs.

• b) Effectiveness of style in response to the brief.
  1.10 Compare how your concept positions within the retail food market.

2. Digital Production (seek and record feedback during production)

Produce the following using industry-standard software, showing evidence of technical editing/manipulation:

2.1 Logo: Vector format in full colour (PMS / CMYK / RGB) and MONO (black & white).
2.2 Logo Style Sheet: Research logo style guides and provide a style sheet listing:

• PMS colour

• CMYK / RGB colour breakdown

• MONO breakdown

• Typography

• Brand/style imagery
  2.3 Business Card: 90 × 55 mm (standard) : can be customised. Final design packaged in Adobe InDesign.
  2.4 Menu: Customised size; use of tables/tabulated text required for pricing. Final design packaged in InDesign.
  2.5 Company Uniform: Develop a Polo / T-Shirt / Business Shirt design including logo and slogan (SMP). Final mock-up in Photoshop saved as PDF.

3. Finalisation

3.1 Confirm all designs are original with no legal/ethical/contractual implications.
3.2 List all file formats used in the assessment and explain why each was used.
3.3 Complete a rationale including (but not limited to):

• a) Describe three creative thinking techniques and identify which you used.

• b) Identify and evaluate technical problems experienced.

• c) Describe safe work practices for computer use and design processes.

• d) Self-evaluation of design process (concept development) and technical/aesthetic effectiveness.

• e) Practical and operational issues considered for each asset.

• f) Explain how practical/operational issues determine whether a concept can be implemented.
  3.4 Final Files: All Illustrator and Photoshop files must be incorporated into Adobe InDesign and packaged for submission. Files must follow the naming conventions and correct file saving protocols for output.

Technical Specifications 

• Logo: Vector full colour (PMS/CMYK/RGB) and MONO : save as Adobe Illustrator .ai or .eps.

• Logo Style Sheet: Save as PDF : include PMS, CMYK/RGB, MONO breakdown, typography and brand imagery.

• Business Card: Final design in Adobe InDesign; package to include Fonts, Links, IDML, INDD and Press-Ready PDF with bleed/trim marks. Size: 90×55 mm (or customised).

• Menu: Final design in InDesign; package to include Fonts, Links, IDML, INDD and Press-Ready PDF with bleed/trim marks. Use tables for pricing.

• Company Uniform: Final mock-up in Photoshop and saved as PDF (showing logo and SMP on garment).

Materials Resources Required

• Computer with internet access

• Adobe Creative Cloud (Illustrator, Photoshop, InDesign)

• Library / research resources

• Electronic Visual Diary (EVD) template (from Connect)

• Design brief (this document)

Level of Assistance / Adjustments

Reasonable adjustments are available following consultation with Access Ability Services. Extra time may be granted for LLN or extenuating circumstances but must be agreed before the due date.

Work, Health & Safety

Familiarise yourself with TAFE Queensland Student Rules and WHS requirements. Prior to assessment, conduct a WHS check of your environment and address any hazards appropriately.

TAFE Student Rules: 

Submission Details

• Naming convention: Digital Communication_AT2_Your_Name

• Submit all required assessment materials via Connect (TAFE Queensland LMS).
  Connect URL:
  Username: 9-digit student number
  For password reset:

• Files emailed to assessors are not accepted. If unable to upload, submit via USB to teacher with printed task sheet and signed student declaration.

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Assessment Conditions & Criteria

• Use class time and independent study to complete the assessment.

• Follow the progressive checklist and weekly material on Connect.

• Interact with peers; record feedback.

• Ensure final files are packaged correctly per submission requirements.

• Assessors must satisfy vocational assessor requirements.

• See marking criteria on Connect and training.gov.au unit links:

Number of Attempts

You have up to two (2) attempts at this assessment task. If first attempt is unsatisfactory (U), teacher will provide feedback and arrange a due date for a 2nd attempt. If 2nd attempt is unsatisfactory or not submitted, you will receive an overall unsatisfactory result. Only one reassessment attempt may be granted per task.

Assessment Checklist 

Tick each box and include supporting evidence in your EVD before uploading:

1. Brief, Research and Ideation

• Unpacked the assessment task / re-brief with stakeholder 

• Researched retail food branding and collected reference images

• Researched techniques and software used to create logos (documented)

• Brainstormed business name, target audience and SMP (mind map or similar)

• Outlined cultural, social, environmental issues and commercial viability analysis

• Produced sketches:

• 10 thumbnail logo sketches 

• 2 thumbnail sketches for each other item (business card, menu, uniform)

• Presented sketches to peers and recorded feedback

• Documented design modifications/options based on feedback

• Edited and refined ideas/graphics through experimentation

• Conducted self-evaluation (technical & aesthetic): composition, typography, style effectiveness

• Compared concept positioning in the retail food market

2. Digital Production

•  Logo saved in vector format: full colour (PMS/CMYK/RGB) and MONO (ai/.eps)

• Logo Style Sheet (PMS, CMYK/RGB, MONO breakdown, typography, brand imagery) : PDF

• Business Card design (InDesign), packaged with Fonts/Links/IDML/INDD and Press-Ready PDF w/bleed

• Menu design (InDesign), packaged with Fonts/Links/IDML/INDD and Press-Ready PDF w/bleed; pricing tables included

• Company Uniform mock-up (Photoshop) saved as PDF, includes logo and SMP

3. Finalisation

• Confirmed designs are original and free of legal/ethical/contractual issues

• Listed and explained all file formats used and why they were used

• Completed rationale addressing creative thinking techniques, technical issues, safe work practices, self-evaluation, practical/operational considerations, implementation feasibility

• Packaged all final files in InDesign and followed correct naming/saving protocols

Final Notes

• Ensure your EVD includes numbered evidence for each assessment instruction.

• Double-check file names, package folders, and that Fonts & Links are included.

• Re-read the checklist before uploading to Connect.

• Good practice: create a checklist in your EVD with page/file references to evidence (e.g., EVD p.3 : logo thumbnails; EVD p.7 : peer feedback).

Assessment Requirements

Assessment title: Retail Food Branding : Portfolio of Evidence (AT2)
Units covered: CUAGRD514, BSBCRT512, BSBMKT551
Core deliverables:

• Brand name and logo (vector: full colour PMS/CMYK/RGB + mono)

• Logo style sheet (PMS / CMYK / RGB / MONO breakdown, typography, brand imagery) : PDF

• Business card (90 × 55 mm or custom) : InDesign packaged files + press-ready PDF (bleed/trim)

• Menu (custom size with pricing tables) : InDesign packaged files + press-ready PDF

• Company uniform mock-up (Polo/T-shirt/Business shirt) with logo + SMP : Photoshop mock-up PDF

• Complete Electronic Visual Diary (EVD) documenting research, ideation, feedback, production steps, file formats, rationale and self-evaluation.

Key pointers to cover in the EVD:

1. Brief re-statement and stakeholder consultation notes.

2. Visual research + reference images of competing retail food brands.

3. Techniques and software used to create logos (Illustrator, vector methods, pathfinder, type conversion, colour systems).

4. Ideation: mind map, target audience, SMP, 10 logo thumbnails, 2 thumbnails for each collateral.

5. Peer feedback log and revisions record.

6. Technical production evidence (screenshots / save history / version notes) for Illustrator, Photoshop and InDesign.

7. File list and why each format was used.

8. Rationale: creative techniques used, technical problems and mitigations, safe work practices, final self-evaluation.

Mentor-Led Approach 

Overview: The Academic Mentor acted as project supervisor: clarifying the brief, modelling workflow, scheduling milestones, reviewing evidence, and giving formative feedback at ideation and production stages. The following describes how the assessment was approached and what the student produced at each step.

Step 1 : Re-brief & Stakeholder Clarification (Evidence: meeting note)

• Mentor guided student to rephrase the brief into measurable objectives (name, logo, 3 collaterals, EVD evidence requirements).

• Student recorded stakeholder questions and mentor responses in EVD (date/time, outcomes).

• Outcome: Signed brief summary (EVD p.1) and a milestone schedule (Due Week 17).

Step 2 : Research & Competitive Analysis (Evidence: research folder, annotated images)

• Mentor showed how to collect and annotate brand references: colour palettes, typographic styles, logo construction.

• Student gathered 10–15 reference images, noted why each element worked/failed, and linked findings to target audience and commercial viability.

• Outcome: Research log with annotated images and short market positioning paragraph in EVD.

Step 3 : Techniques & Software Demonstration (Evidence: short tutorial notes)

• Mentor demonstrated Illustrator vector basics (pen tool, shape builder, strokes/fills), colour systems (PMS vs CMYK vs RGB), and basic Photoshop mock-ups and InDesign packaging.

• Student recorded which tools would be used for each deliverable and why (e.g., Illustrator for logo vectors, Photoshop for garment mockups, InDesign for layout and packaging).

• Outcome: Short “software & technique” summary in EVD.

Step 4 : Ideation: Name, SMP, Mind map & Thumbnails (Evidence: scans/photos of sketches)

• Mentor facilitated a brainstorming session (mind map) to define brand personality and SMP.

• Student produced: mind map, target audience statement, 10 logo thumbnails, and 2 thumbnails for business card, menu and uniform.

• Mentor led a peer review session; student captured feedback (who, when, comments).

• Outcome: Thumbnails + peer feedback log in EVD.

Step 5 : Iteration & Refinement (Evidence: versioned files / notes)

• Mentor reviewed selected thumbnails and suggested 2–3 directions to refine.

• Student created 2 digital explorations in Illustrator for the preferred concept and tested colour/mono versions.

• Outcome: Illustrator files (v1, v2), screenshots of edit history, and a short note describing modifications.

Step 6 : Production (Evidence: native files + screenshots)

• Logo: student produced final vector (.ai/.eps) in full colour and mono; mentor checked alignment, kerning and scalability.

• Logo Style Sheet: mentor checked colour breakdowns (PMS/CMYK/RGB), typography choices and sample placements. Student saved as PDF.

• Business Card & Menu: student set up InDesign docs with correct bleed, used tables for pricing, and packaged final INDD with fonts/links/IDML + press-ready PDFs. Mentor reviewed for print readiness.

• Uniform: student produced Photoshop mock-up showing logo placement and SMP; mentor advised on print constraints (stitching, single-colour screen print issues).

• Outcome: Packaged InDesign folders, Illustrator logo files, Photoshop mock-up PDF; all file names and versions logged in EVD.

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