Anne M Traver
Research and analysis of visual identity systems for complex institutional and corporate entities. Focuses on issues that concern how design programs function across divers application and media and how they engage various audiences. Prerequisite: DESIGN 377.
This course is an introduction to brand theory as the foundation for comprehensive communications systems for corporations and cultural and civic entities; advanced work in concept development and resolution of the visual expression of the brand strategy as a logo, symbol or mark; and in-depth definition and execution of the voice and broad visual language that project the brand attributes across diverse points of communication.
Student learning goals
Deepen research and analysis skills
Understand the role of business objectives in design
Develop and refine mark and symbol design abilities in a highly targeted context
Understand the requirements of designing systems rather than one-off solutions
Work in teams
Learn what it takes for design to be actionable and scalable in future implementations, including unforeseen media and by as yet unknown teams.
General method of instruction
Class time will vary among lectures, critiques, discussions and workdays. This class emphasizes purpose-driven design. Whether helping a corporation strengthen its market or helping a non-profit advocate for social justice, brand strategy paired with effective design is a powerful tool. Analytical thinking will be as important as aesthetic success, and you will be expected to both articulate your strategies and present your ideas convincingly as well as to intelligently evaluate and thoughtfully respond to your colleaguesí ideas.
Class assignments and grading
The quarter will focus on one large project with several components. Choosing one of four clients, students will research the organization, define the organizationís brand platform, design a logo, develop the brandís visual language and voice and create an electronic presentation of the overall brand system.
Understanding / define concepts for yourself; accept and work within problem requirements & constraints Exploration / of alternative solutions, ideas or directions Presentation / effective oral and visual communication skills Growth & personal development / becoming self-motivated; acquiring research, problem-solving, and analyzing skills Class participation & contribution / completion of work on schedule, and presentation + discussion of work in class critiques