Logo-gical (Past Perfect)

English FAD

Logo-gical

and other ways of using Past Perfect Luis Roberto Sánchez Mendoza

VÍDEO

THINK AND ANSWER

What do you think the designers had done prior the final results? What steps do you think they had taken before the logos last version ?

Before the client approved the final design, the team had already made five different prototypes. The graphic designer had researched color theory before choosing the palette for the campaign. By the time the project deadline arrived, the design team had completed all the initial sketches. After they had finalized the logo, the marketing team prepared the presentation for the client. Once the photographer had edited the images, the website designer started uploading them to the site.

Check the following examples

Before creating the digital illustration, the artist had drawn several drafts on paper. The team had developed multiple design concepts before deciding on the final version. The communication team had already prepared the social media strategy before the campaign launch. After the brand guidelines had been established, the graphic designers created consistent visuals for the advertisements. Once the video editor had finalized the cuts, the animation team added the special effects.

Check the following examples

COMPLETE

Before presenting the final logo, the designer __________ (make) several adjustments to the typography. After they __________ (choose) the colors for the brand, they started working on the website layout. By the time the photographer arrived, the art director __________ (set up) the entire scene for the photoshoot. Once the illustrator __________ (complete) the sketches, the digital artist began adding textures and effects. The client was very impressed because the design team __________ (already prepare) multiple options for the poster. After the communication team __________ (launch) the campaign, they monitored the results on social media.

Describe the creative process

By the time we presented the campaign to the client, we had already __________. Before the logo was finalized, the design team had __________. Once the initial concept had been approved, the designers __________. After the visual identity had been created, the communication team __________. The project was a success because the team had __________ before the final deadline.

IN PAIRS, DISCUSS:

STEP 3

STEP 2

STEP 1

How did the Past Perfect help you explain the creative process of your projects? When is it useful to use this verb tense in the context of design and visual communication?

What important steps had they completed before showing the design to the client? What research or sketches had they done before deciding on the final concept? Was there anything they had forgotten to do before presenting the project? How did they resolve it?

Discuss the process of a design project you have chosen Be sure to use the Past Perfect to talk about the steps that occurred before the final delivery Ex. By the time the final logo was approved, the team had already brainstormed five different versions.

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