In this class, you will develop the brand identities from scratch. From logo development to multiple elements an entity would require will be created for a variety of scenarios. The “why” must be answered throughout the process. Revisiting the look and feel that the brand is generating is important and must be documented. The entire project must work together and be a cohesive message that speaks to the entity’s goal and values. Receiving outside feedback will be important as it will confirm your objectives or forced to rework your rationale. Throughout the process, you must understand how your designs will be adapted to other applications.
The logo may transcend the digital to physical world through print and embroidery or screen and even large scale signage or billboards. How will the typefaces chosen hold up under these different designs? What happens when your logo is placed in a social media setting and the design is squared off? Is your design extremely narrow and to utilize the space? Can you develop a set of rules that allows for the brand to bounce to multiple variations for different dimensions and spaces? Will the logo work as a one color? Is the line weight too thin that falls apart when stitching the design to a hat or shirt? All are important to consider and with each project this semester, your decisions will be forced into these different scenarios.
Please come to each class prepared to show your progress with the current project. Be sure to have continued your work outside of class time and arrive with a substantial amount of progress to show.
On crit days, do not expect to come and print out of your work before the crit begins. Class crits will begin immediately so all students have ample time to show their work and receive the critical feedback from fellow classmates. Then if time allows, the remainder of class will be spent reflecting and absorbing the criticism. Deciding which feedback will be useful and which will be set aside and how it can help strengthen your project. Class crits are vital to learning how one can articulate their rationale for design choices and evaluate those reasons. It is important for student participation and learn that a critique is not to be taken personally. The crit is important for each project and will count for 10% of your project grade. Do not miss classes when a crit is scheduled.
Each project will have a specified due date and are due on their date without any exceptions. If you miss a due date, your project will be docked a full letter grade for every class day that passes. No exceptions. On due dates, come to class with the project completed. Printed, scored, folded, pieced together and trimmed. Projects will be handed in at the start of class. Most projects will require time outside of class. Each project will have a tight schedule with milestones to help keep you on track. Please balance your time and do not fall behind.
You may resubmit any project for grading except for a project handed in late. You will have until the last week of classes to resubmit any project.
it is recommended a total of six to eight hours a week will be spent working on projects outside class. For projects, you will gauge rather quickly how much time will be needed outside of class to complete them and progress your ideas and concepts. As in many aspects of life, there is not an exact formula for creating a piece or learning a subject matter.
People work at varying speeds and students and professional designer will run into walls that will at times feel exhausting. Allowing enough time to work through these setbacks will ensure you are not running around last minute when projects are due.
This class is about problem solving. Not only design but also dealing with elements that go into preparing a design and completing the project. For example, the printer becomes an integral element of this class. It will without a doubt let you down. Just when you need to print your finished project, the paper will jam, the toner will run out and your computer will crash. This will never be a reasonable excuse. Do not wait until the last minute to print your work. Back up your files. Stack the deck in your favor to overcome any obstacle.
You will be required to have a sketch book [9 x 12] designated solely for this class. Whether you prefer to sketch out your ideas or jot down notes for each project, that is entirely up to you. In this class, simply getting to the end result is not good enough. The process of conceptualizing is as important as the final piece. The first ideas are seldom the best in design and it’s best to have a track record you may view during this process. Compiling your thoughts and decisions throughout the project will account for 10% of your grade. Some of the elements you will be designing for will require life style image manipulation. Always use hi-res images from the start when placing your work into an environment to showcase your design. Keep track of major shifts in design choices and save multiple versions of your work throughout the process.