Leeds College of Art Prospectus Analysis 2014/15 Task 2

The lines on either side the college name make very little sense to me. To start with they are very reminiscent of a simplified family tree and so suggests the linear organisation of time. Then to have the word prospectus at the top and the year at the bottom just feels wrong and counter intuitive. I think that '1846' should be where 'prospectus' is to suggest the origin of the college and its gradual formation into what it is today.

However, I do quite like the way the numbers for '1846' have ascenders and descenders, it adds a cultured and sculpted look to the type suggesting variation and individuality which really fits with the college ethos. The discontinuation of this in '2014/15' really disrupts the page though and suggests that all of this history and culture has been disregarded in preference of a modern uniformity. In short the image of Leeds College of Art that these visuals are creating is mixed and confusing.

A theme that runs throughout the prospectus is the use of a page with just free floating images on it with unregulated sizes and no grid. This is the impression of the creative industries that complete non creatives have, a loose relaxed "anything goes" that trains you for a non existent job. I think this will attract the wrong kind of student. People who are truly passionate about their subjects want to work and be worked hard so that they can make a living doing what they love this design does not suggest that is what they will get at Leeds College of Art.

This diagram of higher and further education makes absolutely no sense, once again a lack of awareness of direction seems to be to blame. The aims of the two sections are at the bottom of the diagram, which once again seems completely counter intuitive; if something is the highest form of study in a discipline then it should be at the top like an aim or an aspiration. The fact that it is at the bottom suggests a devaluation of these courses and what people achieve on them. Also the way that the further education at first glance looks like the goal of higher education which is not only confusing but devaluing of the college.

I loath when any promotional material has 'inspirational words' which apparently sum up what the company or institution stand for, nothing screams "designed by a comity" more. The use of words like this actively put of young people who want to go into the arts because the college is instantly made to seem very generic. The colour choices for this page are clearly poor because of how it sacrifices legibility. However, I do understand that they were trying to suggest that the college is built on these ideals.

Although there are many aspects of this booklet I and other people my age would really not like, we have to consider that we may not be the entirety of the target audience. The parents of possible students could also have been considered and they may well be less choosy when it comes to design and be attracted by things that would repel us.