Corporate Identity, Fall 2017

Office: Doucette Hall 213
Office Hours
Mon/Wed 2:00pm–3:00pm / 8:30pm–9:00pm
Tues/Thurs 11:30am–12:00pm / 2:30pm–3:00pm
If you are unable to make my office hours please e-mail me to schedule an appointment.

This is the best way to reach me, please allow 24 hours for a response.

This course expands student knowledge and understanding of successful identity design, branding, and consumer advertising. Exercises and projects expand the understanding of unique and original mark making through illustrative, typographic and unconventional exploration, which are then expanded upon and applied to a variety of touch points/collateral. We will complete 4–5 projects this term, time permitting. Prerequisite: ART310 Typography II

•To demonstrate knowledge of the principles and fundamentals of corporate identity design and apply this knowledge by expressing the ability to apply those identities to various collateral materials.
• To demonstrate the ability to analyze information pertaining to the terminology and aesthetic stylistic trends of corporate identities.
• To identify developmental processes for creating effective conceptual corporate identity systems and branding.
• To create a solid foundation in design principles associated with corporate identity.

• Designing Brand Experiences by Robin Landa

Communication Arts 
Creative Quarterly 
Computer Arts 
Creative Review 

There are many logo inspiration websites and blogs you can find with a quick google search — however the volume on these sites can be overwhelming. We will talk more about this in class at a later time.

• 1 Set of 6 Epson Inks (see handout)
• #11 X-acto Knife & Blades
• Utility Knife/Box Cutter & Blades
• High Quality Scissors
• Paper Embossing and Burnishing Tool Set (for scoring)
• Bone Folder
• 18” Ruler
• 18”x24” Cutting Mat
• 3/4” Polyester/Vyco Tape
• PVA Adhesive
• Super 77 Spray Adhesive
• High Quality Inkjet/Laser Paper Stock for 1st Finish and Finals
• External Hard Drive/Cloud Storage
• Inkjet Luster Photo Paper: 8.5”x11”

Strongly Recommended
• MacBook Pro + Creative Cloud Subscription w/ Typekit
• High-Quality Wide-Format Inkjet Printer
• Various materials and supplies will be recommended to best execute unique concepts and solutions developed by students for each project in this course.

To reinforce professionalism within this class the following standards must be met.

  • Attendance/Punctuality
    Come to class. Be on time.
    More than two unexcused absences from classes will result in lowering the final course grade a full letter grade (i.e. with 3 absences A becomes B, D becomes F, etc.) six absences will automatically result in a final grade of “F,” regardless of the quality of the work.
    Please do not arrive late or leave early without permission.
  • Progress
    Project progress/process must be documented on I will record a progress grade each week (16 total) based on documentation in your account. Progress will count for 20% of your final grade.
  • Deadlines
    Working in the client-based creative industry depends on a designer’s ability to meet project deadlines. In this course, missing project deadlines will negatively impact your final grade. In the ‘real world’ missing project deadlines could mean losing your client, your commission and your job. Think of this as important practice.
  • Organization
    Always come prepared to work in class. You are required to document all process, notes, sketches, screenshots of in-progress files, critique comments, inspiration, articles, videos, tutorials, etc in your account. Do not throw away discarded ideas! (They are an important part of your design process). Suggestions and comments given during critiques should ALWAYS be noted regardless of your intent to follow up on them.
  • Craft
    Projects must meet the highest standards of craft & execution in hand and computer rendering skills. Projects in this course will require you to build three-dimensionally in both physical and digital environments.
  • Critique
    Communication consists of speaking and listening. Share your opinions and be considerate of others’ viewpoints! Class critiques are the best practice for communicating your ideas, developing the ability to argue for a particular solution, and using a professional design vocabulary. During critique be prepared to describe the project and its content, explain the concept behind the design, the process used, provide a rationale for the solution, and show discarded ideas. Please take the time to listen and engage in every project critique: be considerate of other’s feelings and offer constructive criticism.
  • Respect
    Treat all supplies in the graphic design area like they are your own. Clean up after yourselves, put supplies back where they belong and do not leave behind personal property. No cell phones, texting, or surfing during class. If you absolutely need a cell phone for emergency please leave the ringer off and excuse yourself from the classroom to take a call. Do not wander in and out of the room during class. If you feel that a break is needed, please notify me of this at mid-point through the class period. Storage of your projects, supplies or personal belongings in any of the design labs or classrooms is not permitted due to space limitations and lack of security.

All projects completed in Packaging Design will be documented and featured in a Behance Portfolio for final presentation in class during finals week. I will also require a printed photo of each project and a portfolio of high res images. Details will be supplied at a later date.

A = 3.7 to 4.0 signifies that the student has submitted work of the highest possible quality in both concept and execution, has met all deadlines through-out the class, has arrived on time and missed no more than 1 class, and participated in critiques.

B+ = 3.5 to 3.6 / B = 3.0 to 3.4 signifies that the student has submitted work of good quality overall or that the student, though excellent in one area is somewhat weak in another, such as execution. Deadlines, attendance and punctuality, and participation in critiques will also influence this grade.

C+ = 2.5 to 2.9 / C = 2.0 to 2.4 signifies that the student has submitted work of average quality overall or that the student, though good or excellent in one area is significantly weak in another, such as execution. Deadlines, attendance and punctuality, and participation in critiques will also influence this grade.

D+ = 1.5 to 1.9 / D = 1.0 to 1.4 signifies that the student has submitted all of the assignments with work of below average or poor quality overall and/or has missed deadlines, missed or was late to 4–5 classes, came to class without work, did not show progress and/or desire to improve.

F = 0 to 0.9 signifies that a student has failed the course for not submitting final work, for submitting unfinished work and/or work of poor quality, missing multiple project deadlines, having a poor attendance record, being habitually late, not producing or showing progress, not participating regualrly in critiques and/or showing no desire to improve.

• Due to an over abundance of students sending me work via the internet, I will no longer review work anyplace other than in class.

• If you wish to know your grade standing at mid-semester (after the seventh class week) please schedule an appointment during my office hours. Be prepared to show all of the work you have submitted for class up to that point in time, including all process.

*By enrolling in this course you give the instructor permission to use any work created for promotional purposes. Proper credit will be given.