Corporate ID: Class Outline/Recap

Corporate Identity, Fall 2017

Week 8: Process Checklist

I will be checking process documentation each week on Friday morning/afternoon. Please have all process documentation updated each Friday by 9am at the latest to receive full credit.

Olympic Logo
• FINAL FINAL Logos! 3 sheets
• Answers to 3 critique questions (Brigette’s suggestions)

Museum Logo
• Final 6 logo sheets 
• Answers to 3 critique questions (class critique)
• FINAL FINAL Logos! 6 sheets (Brigette’s suggestions)

Restaurant Logo
• Restaurant Concept + Namestorming

Identity System
• Read/Respond

Week 8: Tuesday: 10/17/17

FINAL Final Olympic Logos! 
•Three 8.5x11" prints: b&w 1" and 4", color 1" and 4", and color 4" with clear space — lines should be .75pt stroke @ 60% black
• 8.5x11" Typed & printed rationale 50–150 words
• Present + Collect

Final Museum Logo 
• SIX 8.5x11" prints: 
HORIZONTAL with tag line: b&w 1" and 4", color 1" and 4", and color 4" with clear space (lines should be .75pt stroke @ 60% black)
VERTICAL with tag line: b&w 1" and 4", color 1" and 4", and color 4" with clear space (lines should be .75pt stroke @ 60% black
• Critique

Introduce New Project: Restaurant Logo

Due next class, 10/19: 
• FINAL FINAL Museum Logos (6 sheets)
• 8.5x11" Typed & printed rationale 50–150 words for museum logo
• 2 Restaurant Concepts

Week 8: Thursday: 10/19/17

FINAL FINAL Museum Logos
• SIX 8.5x11" prints: 
HORIZONTAL with tag line: b&w 1" and 4", color 1" and 4", and color 4" with clear space (lines should be .75pt stroke @ 60% black)
VERTICAL with tag line: b&w 1" and 4", color 1" and 4", and color 4" with clear space (lines should be .75pt stroke @ 60% black)
• Present + Collect

Introduce New Project: Identity System + Folder

Read: Designing a Brand Identity
Respond: Please answer the following questions for the logo you choose to move forward with:

  • What values & beliefs should the brand have about the business and it’s mission in the world? If the brand was a person, what would it’s personality be? How would it look, act and talk?
  • What benefits do you want customers to associate with your brand? What is the vision of the brand that you want to create?
  • How does your final logo communicate the answers to the above questions? How can the identity system for this logo embody/expand upon those characteristics?

Week 7: Process Checklist

I will be checking process documentation each week on Friday morning/afternoon. Please have all process documentation updated each Friday by 9am at the latest to receive full credit.

Olympic Logo
FINAL Logos: b&w and color versions, both printed on separate 8.5x11 sheets at 1" and 4" in size. Include color version printed separately at 4" on an 8.5"x11" sheet with signature lock up spacing/clear space specifications.
• Answers to 3 critique questions

Museum Logo
• Revised Final B&W Logo(s)
• 20 color trials
• Answers to 3 critique questions

Week 7: Thursday: 10/12/17

• FINAL Olympic Logo: b&w and color versions, both printed on separate 8.5x11 sheets at 1" and 4" in size. Include color version printed separately at 4" on an 8.5"x11" sheet with signature lock up spacing/clear space specifications.

Museum Logo: Revised Final B&W Logo, 20 color trials

DUE 10/17
Museum Logo
• SIX 8.5x11" prints: 
HORIZONTAL with tag line: b&w 1" and 4", color 1" and 4", and color 4" with clear space (lines should be .75pt stroke @ 60% black)
VERTICAL with tag line: b&w 1" and 4", color 1" and 4", and color 4" with clear space (lines should be .75pt stroke @ 60% black)

FINAL Final Olympic Logos! 
•Three 8.5x11" prints: b&w 1" and 4", color 1" and 4", and color 4" with clear space — lines should be .75pt stroke @ 60% black
• 8.5x11" Typed & printed rationale 50–150 words
• Include the following information 1.5" up from the bottom of each sheet (including rationale), on one line, size: 9pt, tracking: 50, all caps, centered:
FIRST NAME LAST NAME | NAME OF LOGO | CORPORATE ID | FALL 2017

Examples: Color 4" Lock Up with Space, Color 4" and 1", B&W 4" and 1"

Week 6: Process Checklist

I will be checking process documentation each week on Friday morning/afternoon. Please have all process documentation updated each Friday by 9am at the latest to receive full credit.

Olympic Logo
• Read/Respond
• Revised Final B&W Logo(s)
• 20 color trials
• Answers to 3 critique questions

Museum Logo
• Read/Respond
• 24 variations of final logo, b&w
• Answers to 3 critique questions

Week 6: Thursday: 10/05/17

Read: Creating a Logo Signature
Respond:
Answer the questions under writing a tagline in regards to your museum as a starting to point to brainstorming 10 tag line possibilities, due next week:
• What does the company want to say to their audience?
• What value does the company bring to their audience?
• What benefits do they offer above the competitors?
• How are they different from the others in their field?

Museum Logo
DUE:
One final logo, black and white only, with 24 variations, printed, 4 per 8.5"x11" sheet (so, 6 sheets total, printed, black ink on white paper)

Class Critique/Work Day

DUE 10/12 (no class 10/10, reading day): 
• FINAL Olympic Logo:
b&w and color versions, both printed on separate 8.5x11 sheets at 1" and 4" in size. Include color version printed separately at 4" on an 8.5"x11" sheet with signature lock up spacing/clear space specifications.
Include the following information 1.5" up from the bottom of each sheet, set on one line, size: 9pt, tracking: 50, all caps and centered:
FIRST NAME LAST NAME | NAME OF LOGO | CORPORATE ID | FALL 2017

Examples: Color 4" Lock Up with Space, Color 4" and 1", B&W 4" and 1"

Museum Logo: Revised Final B&W Logo(s), choose one and create 20 color trials. Please print your B&W logo on an 8.5x11 sheet at 1" and 4" in size, and your 20 color trials printed 4 per 8.5x11 sheet (5 sheets total). List of 10 possible museum tag lines to choose from (if a tag line exists you may include it as one of your final 10 choices).

Week 6: Tuesday: 10/03/17

Read: There are a lot of thoughts out there about the pros and cons of adding textural and dimensional ‘effects’ (aka Skeuomorphism) in design to create a virtual realism versus the leading trends that embrace flat design. Pease read the articles below and answer the response questions in regards to your Olympic logo.
Using Gradients
Flat Design
Skeuomorphism Is Dead Long Live Skeuomorphism
Netflix’s New N and the State of Logo Design

Respond
What additional tweaking/editing/revisions you could apply to your Olympic logo to elevate craft and/or communication of the intended concept/message? How can you avoid revisions/additions that may unintentionally become decoration, a passé trend, or compromise readability?

Olympic Logo
DUE:
Revised Final B&W Logo(s), choose one and create 20 color trials. Please print your B&W logo on an 8.5x11 sheet at 1" and 4" in size, and your 20 color trials printed 4 per 8.5x11 sheet (5 sheets total).

Class Critique/Work Day

DUE 10/12 (no class 10/10, reading day): 
• FINAL Olympic Logo:
b&w and color versions, both printed on separate 8.5x11 sheets at 1" and 4" in size. Include color version printed separately at 4" on an 8.5"x11" sheet with signature lock up spacing/clear space specifications.
Include the following information 1.5" up from the bottom of each sheet, set on one line, size: 9pt, tracking: 50, all caps and centered:
FIRST NAME LAST NAME | NAME OF LOGO | CORPORATE ID | FALL 2017

Examples: Color 4" Lock Up with Space, Color 4" and 1", B&W 4" and 1"

Museum Logo: Revised Final B&W Logo(s), choose one and create 20 color trials. Please print your B&W logo on an 8.5x11 sheet at 1" and 4" in size, and your 20 color trials printed 4 per 8.5x11 sheet (5 sheets total). Namestorming process completed with 10 final museum tag lines to choose from (if a tag line exists you may include it as one of your final 10 choices).


Week 5: Process Checklist

I will be checking process documentation each week on Friday morning/afternoon. Please have all process documentation updated each Friday by 9am at the latest to receive full credit.

Olympic Logo
• Read/Respond
• 24 variations of final logo, b&w
• Answers to 3 critique questions

Museum Logo
• 3 revised b&w logos (in sharpie)
• Answers to 3 critique questions
• Documentation of work day progress

Week 5: Thursday: 9/28/17

Museum Logo
DUE: 3 REVISED LOGOS
black & white only, in sharpie, with type, critique

Tutorial: Illustrator trouble shooting
Type on a Path
Variable-Width Tool
Shapebuilder vs. Pathfinder Tool

Work Day: Document your progress during this session on Medium

DUE 10/5: One final logo, black and white only, with 24 variations, printed, 4 per 8.5"x11" sheet (so, 6 sheets total, printed, black ink on white paper)

Week 5: Tuesday: 9/26/17

Read
Help Your Brand With Color Selection
Respond
1. According to the article, 81% of logos are one or two colors max. Why?
2. Other than simply applying the Olympic ring color palette, what color combinations can support visual aesthetics and deepen your Olympic Bid Logo concept, especially in regard to your city? 
Please create a one-color, two-color, three-color and full color palette with a rationale for each.

Optional Reading: The Story of the Rings, Refugee Olympic Team

Olympic Logo
DUE:
One final b&w logo — 24 variations, printed, 4 per 8.5"x11" sheet, 6 sheets total

Class Critique/Work Day

DUE 10/3: Olympic Logo — Revised Final B&W Logo(s), choose one and create 20 color trials. Please print your B&W logo on an 8.5x11 sheet at 1" and 4" in size, and your 20 color trials printed 4 per 8.5x11 sheet (5 sheets total).

Example Logo Presentation Layout
Example Logo Color Trials

Week 4: Thursday: 9/21/17

Museum Logo
ALL RESEARCH AND BRAINSTORMING RECORDED ON MEDIUM
70+ LOGO SKETCHES
Pass critique — we will begin promptly at the start of class!
After critique, circle your most successful ideas based on class feedback and information provided in the article from last Tuesday. Record a brief response for tips 1–23 and how they may apply to or be used to improve the thumbnails you have selected to revise.

1. Understand your competition
2. Ask the right questions
3. Stay flexible during the process
4. Respect a brand’s heritage
5. Remember: a logo is just one ingredient
6. Choose your typeface carefully
7. Tweak and refine to add personality
8. Consider illustrated, fully-bespoke (custom-made) type
9. Explore serendipitous letter combinations
10. Take ownership of an entire typeface
11. Strip it back to basics
12. Understand shape psychology
13. Master grids and structure
14. Employ negative space
15. Make use of wit and humor
16. Understand the color wheel
17. Manage color schemes carefully
18. Use color to control mood
19. Research sector-specific color trends
20. Don’t forget black and white
21. Always get a second opinion (from a professional!) 
22. Develop the rest of the brand world
23. Consider how to bring it alive

DUE 9/28: Museum Logo
3 REVISED LOGOS
black & white only, in sharpie, with type, critique

Work Day

Read
The iPhone X Notch is All About Branding
Respond
Provide an example of another company that expands its branding into it’s products. How is their technique successful in reinforcing brand awareness…or limiting to their customers?

Week 4: Tuesday: 9/19/17

Process Documentation Reorganizing+Troubleshooting (15–20 mins)
Medium Tutorials
Organizing Your Medium Process into Linked Sections
Tips and Tricks for Medium Writers

Olympic Logo
3 REVISED LOGOS
black & white only, in sharpie, with type, critique 
*if you were instructed to do more sketching, please bring in all of your sketches for critique as well as any revised logos you were instructed to move forward with (if you did not have any solutions strong enough to move forward with, keep doing research, brainstorming and MORE SKETCHING!!!!)

DUE 9/26: One final logo, black and white only, with 24 variations, printed, 4 per 8.5"x11" sheet (so, 6 sheets total, printed, black ink on white paper)
Examples of logo process, and how to move forward while still being VERY open to change:
Making of the Moscow Logo
UKE
IDEO Boston Branding (not quite a process example, but will get you thinking about incorporating the past and expanding your final logo into a system!)


Week 3: Thursday: 9/14/17

Class Cancelled due to illness: Please post your museum logo sketches on Medium for progress credit. I will be reviewing and commenting on them through the weekend.

Museum Logo
DUE
: Research, mindmapping/brainstorming, 50 hand drawn logo sketches in black and white, on loose paper/printed for pass critique. Please have at least 5 sketches for each of the 7 logo categories we reviewed in class (35 total), the last 15 sketches can be anything you want, but make sure to have at least 50 sketches completed for critique.

After critique, circle your most successful ideas based on class feedback and information provided in the article from Tuesday. Record a brief response for tips 1–23 and how they may apply to or be used to improve the thumbnails you have selected to revise.

  1. Understand your competition
    2. Ask the right questions
    3. Stay flexible during the process
    4. Respect a brand’s heritage
    5. Remember: a logo is just one ingredient
    6. Choose your typeface carefully
    7. Tweak and refine to add personality
    8. Consider illustrated, fully-bespoke (custom-made) type
    9. Explore serendipitous letter combinations
    10. Take ownership of an entire typeface
    11. Strip it back to basics
    12. Understand shape psychology
    13. Master grids and structure
    14. Employ negative space
    15. Make use of wit and humor
    16. Understand the color wheel
    17. Manage color schemes carefully
    18. Use color to control mood
    19. Research sector-specific color trends
    20. Don’t forget black and white
    21. Always get a second opinion (from a professional!) 
    22. Develop the rest of the brand world
    23. Consider how to bring it alive

Studio Time/Individual Critiques
Record critique feedback, choose three sketches, answer above questions, begin revising!

Week 3: Tuesday: 9/12/17

Read
25 Logo design Tips from the Experts
Respond
After critique, circle your most successful ideas based on class feedback and information provided in the article above. Record a brief response for tips 1–23 and how they may apply to or be used to improve the thumbnails you have selected to revise.

1. Understand your competition
2. Ask the right questions
3. Stay flexible during the process
4. Respect a brand’s heritage
5. Remember: a logo is just one ingredient
6. Choose your typeface carefully
7. Tweak and refine to add personality
8. Consider illustrated, fully-bespoke (custom-made) type
9. Explore serendipitous letter combinations
10. Take ownership of an entire typeface
11. Strip it back to basics
12. Understand shape psychology
13. Master grids and structure
14. Employ negative space
15. Make use of wit and humor
16. Understand the color wheel
17. Manage color schemes carefully
18. Use color to control mood
19. Research sector-specific color trends
20. Don’t forget black and white
21. Always get a second opinion (from a professional!) 
22. Develop the rest of the brand world
23. Consider how to bring it alive

Olympic Logo
DUE
: Research, mindmapping/brainstorming, 50 hand drawn logo sketches in black and white, on loose paper/printed for pass critique.

Studio Time/Individual Critiques
Record critique feedback, choose three sketches, begin revising

DUE 9/19: Three revised sketches (hand drawn) in black and white, all process (research, thumbnails, etc) and answers to questions from readings recorded on Medium!

Recommended Lynda.com course: Logo Design: Techniques 
excellent for learning Illustrator tips and tricks specifically helpful in logo design, sign up for a free trial to complete

*Class will end at 10:45am today due to a departmental meeting all Art faculty are required to attend.


Week 2: Thursday: 9/7/17

Read/Respond
Whitney Logo Redesign
The Whitney Identity: Responding to W(hat)?
1. What was your initial reaction to the Whitney identity system after reading the first article?
2. In your own words, describe what responsive design is. What are the pros and cons of applying responsive design to an identity system?
3. The new Whitney identity has been criticized as boring and duplicitous due its simplistic, open-ended design. Do you agree or disagree — why? Are boring and simple one in the same?

Introduce New Project
Museum Logo

Studio Time/Individual Critiques
Upload final #westandtogether submissions

Week 2: Tuesday: 9/5/17

Read/Respond
Your Logo is Copied and Unlucky Designers
Write a reaction in your process by answering the following questions:
1. Reflect on a time when you copied an idea—what did you learn from that experience? Would you do it again? Was there a way to solve the problem without copying? 
2. Were you ever the one that was stolen or ‘copied’ from? What was your reaction to that? How did you deal with it? 
3. Is anything original anymore?

DUE: Final 3 designs printed on high quality cover stock (inkjet or laser). Please also post your finals and all progress in your process on Medium! Laptop+files to create accompanying #westandtogether design submission and possible animated GIF. If you’re interested in turning your design into an animated GIF you’re welcome to start experimenting before class.

For presentation/critique: 
Choose your strongest logo of the 3 and explain its strengths. Consider at least one area of weakness you would like to address between now and Thursday for submission to AIGA.

Introduce new assignment: Olympic Bid Logo

DUE Thursday 9/7/17: launch final #westandtogether designs via social media

DUE Tuesday 9/12: Olympic Bid Logo Research/Brainstorming and 50 logo sketches


Week 1: Thursday 8/31/17

DUE: 18 initial logo designs — 6 type, 6 image, 6 type+image
Each in a 2"x 2" square, printed on 11x17 (limited color or b&w for now)

Inspiration:
NYT Climate Change Gif Selman Design
NYT The Day Horror Invaded the Park Angie Wang
It’s Your Turn WWF Ad
Global Warming Poster Leo Lin
Victory Poster Shigeo Fukuda
Use a Condom James Victore
Soviet Posters Various Artists
Cuban Political Posters Various Artists

Example logos with visual double entendres.

Logo design critique — TAKE NOTES!
RECORD ON MEDIUM: 10 Minute Reflection
1. This is what I heard:
2. This is what I think:
3. This is what I’m going to do:

Demo: Setting up logos in Illustrator for final printed presentation

Presentation of final logs on 8.5x11" high quality cover stock

DUE NEXT CLASS: Final 3 designs printed on high quality cover stock (inkjet or laser). Laptop+files to create accompanying #westandtogether design submission.

Week 1: Tuesday 8/29/17

Review syllabus

Set up Medium accounts and create first project process ‘story’
*Process will be reviewed and graded each week on Friday afternoon.

Project 1: We Stand Together 
Select theme, brainstorming, creating a logo matrix
Begin digital layout experimentation

DUE NEXT CLASS: 18 initial logo designs — 6 type, 6 image, 6 type+image
Each in a 2"x2" square, printed on 11x17 (limited color or b&w for now)