professorboortz.files.wordpress.com€¦ · web viewcorporate identity designgrd4200/6200....

9

Georgia State University | Fall Semester 2019 | GRD 4200 /6200 Corporate Identity | Professor of Practice Boortz | Room 460C

CORPORATE IDENTITY DESIGNGRD4200/6200

Semester: Fall 2019

Class times: Tuesday/Thursday 2:30p-5:10p

Classroom: 460C

Instructor: Jeff Boortz, Professor of Practice - Graphic Design

Office: Room 459B – Arts and Humanities Building

Office Hours: Tu/Th-1:00p- 2:00p; before or after class, by appointment

Office Phone: 484-343-7276

E-mail: [email protected]

Course Overview

In this course, you will explore advanced design concepts, and apply them to corporate and/or institutional contexts in a studio problem-solving format. We will focus on solving the complex design challenges of Corporate Identity including brand strategy, logotype and identity development, and defining design systems to align disparate print, TV, web, mobile, and site-specific brand expressions.

Students will work in three teams of seven, and form, for this class, a graphic design company with its own unique name and identity. In addition, students will take on the role of client for another class design company. This will insure that each participant experiences and appreciates the design process from both sides- client and vendor. Students will work in teams but be graded individually.

Critiques and class meetings will be held in room 468. Expect to work on class assignments in class as well as outside of our regular meeting time.

Course Objectives

The purpose of this course is to build on the foundation you have established in graphic design by exploring in-depth the range of brand expressions known collectively as “corporate identity.” You will reinforce your understanding of key concepts of branding, and gain greater experience in researching, writing creative briefs, developing identity concepts, developing design systems for uniting multiple brand expressions across media and time, presenting your ideas effectively. You will experience the designer-client relationship from both sides, by acting as the client for your peers.

This semester we will be working with a group of companies that should really consider a rebrand, The worse you think it is presently, the better yours will look in comparison. You may choose one company from the list below or pitch an alternative to me:

· Yahoo!, Aol, Bing (browsers)

· Budweiser, Rolling Rock, or Independent Distilling Company (alcohol)

· Kmart, Dollar General, Dollar Tree (discount stores)

· Burger King, Quiznos or Subway (fast food)

· TJ Maxx, Ross, American Apparrel (clothing)

· Rock Auto, GPC, or The General (automotive)

· BOSE, Canon, Panasonic (consumer electronics)

· Avon or Maybelline (makeup/beauty)

· Blizzard Entertainment or Georgia Game Developers Association (gaming)

· Porsche, Caddilac (automotive)

· Aaron’s or Rooms to Go! (home furnishing)

· American Cancer Society or Hands on Atlanta (non-profits)

Most projects will require the utilization of various computer programs (Adobe Creative Suite) to assist in producing your work for final print presentations. Students are required to participate in critiques during and at the completion of each project.

In addition to our work-for-hire projects, your team will create a “side hustle,” a start-up business project that harnesses your creativity for your own gain. More on that below.

Learning Outcomes and Goals:

Upon completion of this course, students will:

· Demonstrate the ability address client communication needs through a well-defined creative problem-solving methodology

· Demonstrate the ability to define a client’s brand positioning in terms of relevance, authenticity and contrast.

· Demonstrate the ability to express the client’s brand across a wide array of corporate identity touchpoints and align these expressions across a wide array of media.

· Apply basic graphic design principles (line, shape, pattern, color) and sub-disciplines (typography, illustration, and photography) in a corporate identity context

· Demonstrate the ability to pitch creative solutions to clients and respond effectively to their input to yield stronger creative solutions.

Prerequisite & Course Requirements:

GRD4200 Prerequisites: GrD 3200, GRD4100, and GRD4400 with grade of C or higher, or consent of graphic design coordinator or instructor. GRD6200, consent of the graphic design coordinator or instructor.

Recommended Texts:

· 22 Immutable Laws of Branding, How to Build a Product or Service into a World-Class Brand, Al Ries, and Laura Ries, 1998 Harper Collins, New York NY. ISBN 0-88730-937-2http://www.dea.univr.it/documenti/OccorrenzaIns/matdid/matdid303321.pdf

· Designing Brand Identity: An Essential Guide … , Alina Wheeler, 2009, John Wilely and Sons, INC. Hoboken, NJ, ISBN 978-0-470-40412-2

· The Culting of Brands, When Customers Become True Believers, Douglas Atkin, 2004, Portfolio, a member of the Penguin Group (USA) Inc. New York NY. ISBN 1-59184-027-9

Materials and Supplies:

1. 9 x 12 Sketchbook – Dedicated to this class. Please purchase within the first week of class

2. 1 TB + hard drive. Do not rely on flash drives to hold your class work. Label your drive with your contact info in case you leave it behind.

Lab Fee:

The Lab Fee for this course is $75.00 and is assessed at registration.

Attendance:

Class attendance is required. Absences amounting to no more than 15% of the course meeting days are allowed. (For a class meeting twice a week that is approximately 4 absences; for a class meeting once a week it is 2). This amount accounts for absences that may be necessary in the case of illness, University-sponsored events, legal or religious observances, or other extreme circumstances. If you know of an obligation ahead of time that requires your absence, please plan accordingly and in consultation with your instructor. For each absence after the allocated number, the instructor reserves the right to lower your final grade by one full letter (e.g. an A- would be lowered to B –). Please note that you do not have additional “excused” absences after the four allotted absences have been used. It is possible for you to pass all projects, tests, and assignments and still fail the class due to excessive absences. Information missed due to tardiness or absence will be the responsibility of the student. Refer to the Undergraduate Handbook for other relevant information regarding absences. Student Code of Conduct

Make-up Policy & Deadlines: All students are required to meet course deadlines. Late work will not be accepted unless there are extenuating circumstances, such as those mentioned above in the section on attendance. It is the responsibility of the student to arrange make up assignments with the instructor. (additional information can be added by the instructor with their own make up policy)

Subject to Change:

The course syllabus and schedule provides a general plan for the course. With the exception of grading and attendance policies, deviations may be necessary, and written notification of any changes will be provided.

Grades:

All projects will be evaluated on a variety of factors. Refer to the Standard Studio Grading Rubric for specific criteria. In summary, these include but are not limited to: did you meet the objective set in the brief? did you implement your concept creatively? is your project presented professionally? and was your oral presentation clear and effective? All project grades will be returned promptly and accompanied with constructive comments intended to help you in your next phase of studio practice. No project is ever perfect or without potential for further improvement.

During the term, Project Grades will be given using a +/- scale to help give you greater clarity. Using the Standard Studio Grading Rubric, points are earned for the different categories and then averaged to determine your final grade for the project. Reference the following scale:

Grading Scale

Grade

Suggested Numerical Range

Quality

Points

Grade

Suggested Numerical Range

Quality Points

A +

98-100

4.30

C+

77-79

2.30

A

93-97

4.00

C

73-76

2.00

A-

90-92

3.70

C-

70-72

1.70

B+

87-89

3.30

D

60-69

1.00

B

83-86

3.00

F

below 60

0.00

B-

80-82

2.70

WF,IP

0.00

For students in Art and Design majors, a grade of C- or higher is required for all Studio and Art History courses in Area G. BA Studio Majors must satisfy the world language requirement to the 1002 level with a passing grade of D or higher. For Art Education a grade of B- and a GPA of 3.0 or higher is required in all art content courses.

Project Briefs:

1. Design Company Identity: You will split into 3 teams and form a “design company.” You’ll then do what every new company does: come up with a name, a logo, and a capabilities presentation for your new clients. You may choose to actually incorporate or run this as a hypothetical. >> 50pts - 05% of final grade

2. Client Marketing Brief: This is a definition of design problem you will be solving most of the semester. This brief outlines the nature of the corporation you are creating an identity for in great depth, who they are, who they are trying to reach, and what they want their customers to do. It involves research, analysis, and strategic thinking.>> 100pts - 10% of final grade

3. Client Logo Project: The logo is the cornerstone of your client corporation’s brand. You will strive to capture the essence of what the company stands for in this small, but powerful piece of the corporate identity. >> 100pts - 10% of final grade

4. Communications Tools: Corporations need to communicate with their employees, vendors and the outside world, and ensure that everyone knows who is sending the message and what they stand for. In this project we will develop: Business Card, Stationary, and Presentation Decks – the most common tools used by a wide array of businesses.>> 100pts - 10% of final grade

5. Awareness and Relationship Marketing: Brands need to make sure their potential customers are aware of whom they are and what they have to offer. This type of marketing takes the form of Print, OOH, Packaging. Brands also strive to engage their potential customers in two-way conversations about their products, their relevancy to their customers, and their authenticity and brand values. This type of marketing takes the form of Websites, Mobile Aps, Games, Social, and Experiential Advertising. In this project you will develop a multiplatform campaign to raise awareness and engage customers for your client’s brand.>> 150pts - 15% of final grade

6. Client Brand Manual: Once the client buys off on the identity, guidelines need to be developed to guide the efforts of its employees over it’s many offices or stores, and over time. You will develop a brand manual that gathers and aligns all your work so far, and puts it into a form that can be presented to your class clients.>> 100pts - 10% of final grade

7. Final Process Book: This is a companion piece to your client work that features the best of your sketches, notes, and process documents. This is an individual project – in that it is where you put only stuff you had a big part in making happen. Think of it as your argument to me why you deserve a great grade on the group project. Incidently, It is the piece in your portfolio most of your prospective employers will want to see.>> 100pts - 10% of final grade

8. Side Hustle Project: The majority of Graphic Designers can no longer survive and achieve a decent standard of living just doing work for hire. In this project, you will define and build a brand for your “side hustle,” a business you own, that will insure you profit from the upside of your own creativity.>> 200pts - 20% of final grade

Grades:

Grades scaled below a C are not acceptable in the School of Art and Design as fulfilling course requirements.

Project

% of Grade

Points

Project 1: Your Team’s Design Company Identity

A- Brand Position/Tone and Manner and Company Name

B- Logo, Business Card, Letterhead

C- Presentation Template and Capabilities Presentation

5%

50pts

20pts10pts20pts

Project 2: Client Marketing Brief

· Research Findings

· Product Features and Benefits

· Target Audience Demo, Psycho and Personas

· Competitive Landscape

· SWOT Analysis

· Brand Equity Analysis

· Client Brand Positioning

· Relevance

· Authenticity

· Contrast

· Goals of Rebranding Effort

· Metrics of Success

10%

100pts

10pts10pts10pts10pts10pts


Project 3: Client Logo

· Word and Letterform Marks

· Pictorial Marks and Characters

· Abstract Marks and Emblems

· MAC –Multiply/Alter/Combine

· Client Presentation

· Logo Guidelines

10%

100pts

20pts20pts20pts20pts10pts10pts

Project 4: Communication Tools

· Tone Paintings

· Business Card Design

· Letterhead and Envelope Design

· Presentation Deck Design


· Guidelines

10%

100pts


Project 5: Awareness & Engagement Marketing

· Campaign Strategy and Tactics

· Creative Platforms/Concepts

· Design

a. Service Design or Packaging Design

b. Print and OOH

c. Content Marketing and Social

d. Experiential


· Guidelines

15%

150pts

20pts20pts


Project 6: Client Brand Manual

· Content Clarity and Thoroughness

· Layout and Design

· Print Copy Production

10%

100pts

40pts40pts20pts

Project 7: Final Process Book

· Research

· Concept Development

· Creative Exploration

· Creative Development


10%

100pts


Project 8: Side Hustle

· Business Plan Canvas

· Name and Logo

· Pitch Deck

· The Need

· The Product that Answers the Need

· The Target Audience/Market Size

· Your Team

· Go-to-Market Strategy

· Investor Ask

· Your Pitch Presentation – 20 minutes

· Pdf Leave Behind

20%

200pts

20pts20pts

20pts20pts20pts20pts20pts20pts20pts20pts

Class Participation and Team Support -360º Review

· My Judgement

· Your judgement

· Your teammate’s judgement

10%

100pts

50pts20pts30pts

Total

100%

1000pts

Tentative Schedule

This is our tentative schedule, and is subject to change. Any change in due dates will be communicated asap.

Class

Date

Lecture Topic and Assignments

Due

1

Tues

Aug 27

· Course Overview

· Discuss Project 6 and 7

· Brand Definition, Vision and Mission, Positioning, Tone and Manner

· Designing Successful Design Companies

· Split into Design “Companies”

· Work on Project 1 in Class

Project 1:

Design Company Identity:

A- Brand Position/Tone & Manner_Name

B- Logo, Letterhead and Business Card

C- Presentation Template & Capabilities Presentation

2

Thurs

Aug 29

· Corporate Identity and the Role of the Client. Development of the Marketing Brief

· Assign Design Team and Client Roles

Work on Project 1 and 2 in Class

Project 2:

· Client Marketing Brief

· PPT “topline” Presentation

3

Tues

Sept 3

· “Client” Meeting - Capabilities Presentations

· Brand Position/Tone and Manner and Company Name

· Logo, Business Card, Letterhead

· Presentation Template and Capabilities Presentation

DUE: Project 1- Team Capabilities Presentations to “Clients”

4

Thurs

Sept 5


· Project 2 Present to your “Client Proxy Team”

Due: Project 2- Client Marketing Brief Team Presentation and Backup Documents

5

Tues

Sept 10

· Logos and Trademarks Lecture

P3 – Logo Project




· MAC –Multiply/Alter/Combine


· Logo Guidelines

6

Thurs

Sept 12

· Project 3 WIP Pin Up


WIP Pin Up - Project 3

· Goals, Audit, Analysis, and Insight


7

Tues

Sept 17





8

Thurs

Sept 19


· Lecture on MAC, Logo Guidelines



9

Tues

Sept 24

· Present 6 of your best logos to your “client proxy”

DUE: Project 3- Logos to Client Proxy Presentation

10

Thurs

Sept 26

· Communication Tools and Tone Paintings Lecture

· Work on MAC for Logos

· Work on Tone Paintings in Class

·

Project 4: Communication Tools

· Tone Paintings

· Business Card Design

· Letterhead and Envelope Design

· Presentation Deck Design


· Guidelines

11

Tues

Oct 1

Pin Up:

· Project 3 – MAC

· Project 4 - Tone Paintings

Work in Class:

· Project 4- Letterhead, Business Card, Client Presentation Template

Pin Up: Project 3 - MAC

Pin Up: Project 4 - Tone Paintings

12

Thurs

Oct 3

· Work on P3 Logo Guidelines

· Work on P4

13

Tues

Oct 8

· Client Proxy Presentations

Due – Client Proxy Presentation

Project 3 – Final Logo Solution

Project 4- Letterhead, Business Card, Presentation Template

14

Thurs

Oct 10

Project 5 Overview Lecture

· Awareness & Engagement Marketing

· Service Design and Packaging

Project 5: Awareness & Engagement Marketing

· Campaign Strategy and Tactics

· Creative Platforms/Concepts

· Design

a. Service Design or Packaging Design

b. Print and OOH Advertising

c. Content Marketing and Social

d. Experiential


· Guidelines

Tuesday October 15th - Midpoint – Last Day to Withdraw

15

Tues

Oct 15

· Lecture: Print and OOH Advertising

· Work on P5 in Class

· Work on P3 and P4 Guidelines

16

Thurs

Oct 17

· Lecture: Content Marketing and Social

WIP Check In:

Project 3 Guidelines

Project 4 Guidelines

17

Tues

Oct 22

· Lecture: Experiential



18

Thurs

Oct 24

Client Proxy Presentation – Project 5:

Client Proxy Presentation:

Project 5 – Campaign Strategy and Tactics

Project 5 – Creative Platform and Concepts

19

Tues

Oct 29



20

Thurs

Oct 31

HALLOWEEN – Wear a Costume get some CANDY!

· Reintroduce Project 6 and 7

Project 6: Client Brand Manual

· Content Clarity and Thoroughness


· Print Copy Production

Project 7: Final Process Book

· Research

· Concept Development

· Creative Exploration

· Creative Development


21

Tues

Nov 5



22

Thurs

Nov 7

· Client Proxy Presentations

DUE: Client Proxy Presentation - Project 5 – Final Creative

23

Tues

Nov 12

· Introduce P8 – Side Hustle

· Work on P6 and P7 in class

Project 8: Side Hustle

· Business Plan Canvas

· Name and Logo

· Pitch Deck

· The Need

· The Product that Answers the Need

· The Target Audience/Market Size

· Your Team

· Go-to-Market Strategy

· Investor Ask

· Your Pitch Presentation – 20 minutes

· Pdf Leave Behind

24

Thurs

Nov 14

· Work on P6, P7, and P8 in class

25

Tues

Nov 19


DUE: P6 Brand Manual sent to Printer for delivery by Dec 5

26

Thurs

Nov 21

· Work on P7, and P8 in class

Nov 25-30 Thanksgiving Break

27

Tues

Dec 3


28

Thurs

Dec 5

Project 8 Final Presentation

DUE: Project 6 – Brand Manual (printed)

DUE: Project 7– Process Books (pdf)

DUE: Project 8 – Powerpoint Presentation

GEORGIA STATE UNIVERSITY POLICIES & PROCEDURES:

Disruptive Student Behavior:

Disruptive student behavior is student behavior in a classroom or other learning environment (to include both on and off-campus locations), which disrupts the educational process. Disruptive class* behavior for this purpose is defined by the instructor. Such behavior includes, but is not limited to, verbal or physical threats, repeated obscenities, unreasonable interference with class discussion, making/receiving personal phone calls, text messages or pages during class, excessive tardiness, leaving and entering class frequently in the absence of notice to instructor of illness or other extenuating circumstances, and persisting in disruptive personal conversations with other class members. For purposes of this policy, it may also be considered disruptive behavior for a student to exhibit threatening, intimidating, or other inappropriate behavior toward the instructor or classmates outside of class. See the following link for additional information on this policy in the Georgia State University Student Handbook: Disruptive Student Conduct Policy

*For purposes of this document, the word “class” is defined as one specific meeting of students and professor while the word “course” refers to the entire section.

Security:

Georgia State University and the Welch School of Art & Design have installed punch code locks on most of our lab spaces to make our buildings safer for students and faculty. You should treat any lab or studio under card lock as a secure space. As such, GSU and the Welch School of Art & Design ask that you abide by the following guidelines to help ensure the safety and wellbeing of everyone:

1. ALWAYS have your GSU ID card with you when on campus.

2. NEVER allow anyone to use your card. If a student or member of the staff or faculty is authorized to be in the area, their cards will give them access. If anyone asks for your card, report the incident to campus police immediately.

3. ALWAYS report suspicious people or activity to the faculty or graduate student in charge of the studio or lab area. If, for any reason, there is no faculty or graduate student supervision, report suspicious people or activity to campus police (404-413-2100)

4. NEVER try to enter a studio or lab by ‘piggybacking’ on someone else. For example, if someone is entering the lab or studio before you, do not try to get through the door while it is open. Wait for the door to close and then punch in the code again to gain entry. Similarly, do not allow someone else to come through with you. It can be tempting to hold the door open for someone whose hands are full with equipment, etc. This practice, however, is not secure and can put everyone at risk. Wanting to help is good, but be smart about it.

Campus Carry Legislation:

Information about the law can be found at safety.gsu.edu/campus-carry. It is the responsibility of the license holder to know the law. Failure to do so may result in a misdemeanor charge and may violate the Georgia State Student Code of Conduct.

Academic Honesty and Integrity:

Students are expected to act according to the highest ethical standards as set forth by Georgia State University. Any and all cheating, including plagiarism, will not be tolerated and will result in an automatic grade of “F” for the course. Refer to the Faculty Affairs Handbook at 409 Policy on Academic Honesty and the Undergraduate Catalog for specific regulations at 1380 Academic Honesty

Accommodation of Disabilities:

Students who wish to request accommodation for a disability may do so by registering with the Office of Disability Services. Visit http://www.gsu.edu/disability/ for more information.

The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights protection for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for responsible accommodation of their disabilities. Students who wish to request accommodation for a disability may do so by registering with the Office of Disability Services. Students may only be accommodated upon issuance by the Office of Disability Services of a signed Accommodation Plan and are responsible for providing a copy of that plan to instructors of all classes in which accommodations are sought.

Hazardous Materials:

Georgia State University is committed to providing a safe and healthful environment for its faculty, staff, students, and visitors and managing the University in an environmentally sensitive and responsible manner. There are procedures for responses and reporting of accidents, spills, etc. as defined within the Art & Design General Lab Safety Manual. Please know that by definition, most glues and paints are considered hazardous materials. Their use, for example, is restricted to well ventilated areas. Disposal in specifically approved containers is mandated as well. For further information, refer to The Art & Design General Lab Safety Manual

Course Evaluations:

Your constructive assessment of this course plays an indispensable role in shaping education at Georgia State. Upon completing the course, please take time to fill out the online course evaluation.

Staying Connected:

The Ernest G. Welch School of Art & Design is a strong community of artists, creative practitioners, and educators within the College of the Arts (COTA). Follow the Ernest G. Welch School of Art & Design on social media to stay connected to the community and remain up to date on peer & program news and informed on upcoming lectures, events, and exhibitions, both on campus and throughout Atlanta.

Website news & accolade page: artdesign.gsu.edu/category/featured-news/

Facebook: @georgiastate.artdesign (or search Georgia State University's Ernest G. Welch

School of Art & Design)

Instagram: @gsu_artdesign

Twitter: @gsu_artdesign

Localist GSU Calendar: calendar.gsu.edu/department/theernestgwelchschoolofartdesign

You can also follow the College of the Arts on Facebook (GSUCOTA), Instagram (@gsuarts), or Twitter (@gsuarts)