New York City College of Technology The City University of New York. Department of Communication Design. COMD 3501 Corporate Identity Design

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1 New York City College of Technology The City University of New York Department of Communication Design COMD 3501 Corporate Identity Design Course Description The role of the designer in the graphic communication process. In-depth exploration of corporate identity programs. Design projects with multiple components, presentation and design practice, preparation of finished artwork using software such as QuarkXpress, and the Adobe Creative Suite. 3 cl hrs, 3 cr Prerequisites: COMD 2400 level courses or equivalent, or department approval. Course Objectives INSTRUCTIONAL OBJECTIVES For the successful completion of this course, students should be able to: Describe the nature and structure of the field of graphic design and communications and the role of the graphic designer. Describe different kinds of identity programs. Describe the process of developing an identity program. ASSESSMENT Evaluation methods and criteria 1

2 Describe the elements of an identity program and an identity manual. Design a corporate identity program for a selected institution. Describe how professional designers approach presentations. Describe the various factors involved in designer-client relationships. Describe the graphic designer s role in designing signage systems. Describe the designer s role in the fabrication, installation and maintenance of signage systems. Design a signage system for a specified client or location. in creating a corporate identity program with all specified elements. in creating signage system with all specified elements. General Education Outcome covered: Thinking Critically The student will demonstrate the ability to evaluate evidence and apply reasoning to make valid inferences. Oral Communication Speaking: The student will demonstrate the ability to articulate himself using relevant industry-specific language Social Interaction The student will demonstrate an understanding of professional ethics. How the outcome is assessed: Evaluate through class critique to determine how well students were able to advance their project concepts by applying evidence and using logic to make decisions. Evaluate through class discussion and /or written tests if students use appropriate nomenclature to defend creative, critical and technical decisions in project concepts and development. Evaluate through class discussion and written tests if students have developed a sensitivity and awareness of professional ethics. Teaching/Learning Method Lecture/ Readings 2

3 Demonstrations Project based lab Research Assignments Blackboard Descriptions Required Text None Suggested texts: Lupton, Ellen. Mixing Messages.Graphic Design in Contemporary Culture. New York: Princeton Architectural Press Attendance (College) and Lateness (Department) Policies: A class roster roll will be taken at the beginning of each class. Only two absences may be allowed. After two absences, a student may be withdrawn because of unsatisfactory attendance (code WU). Students arriving after the roll is taken will be marked late. Students may be notified at the earliest opportunity in class after they have been absent or late. After being absent two times or equivalent (2 lateness = 1 absence), a student may be asked to withdraw from the class (code W before the College drop deadline, 4/9/08) or may be withdrawn from the class (code WU). Academic Integrity Standards You are responsible for reading, understanding and abiding by the NYC College of Technology Student Handbook, Student Rights & Responsibilities, section Academic Integrity Standards. Academic dishonesty of any type, including cheating and plagiarism is unacceptable. "Cheating" is misrepresenting another student's efforts/work as your own. "Plagiarism" is the representation of another person's work, words or concepts as your own. Grading All design assignments will be graded. Final grades will be determined as follows: 20% - Mid-term and final quizzes 60% - Two design assignments: the restaurant identity program and the signage system (30% each assignment) based on research, originality of concept, quality of finished artwork. 10% - Presentations to class: for each design assignment, based on appearance of presenter, clarity of speech, quality and organization of presentation materials, ability to answer questions. Topics WEEK Lecture Topic Laboratory Exercise Homework Assignment 3

4 1 Introduction and orientation. Overview; course objectives and requirements. National and global industry figures. Comparison of the role of the advertising art director and the graphic designer. Overview of American Graphic Design in the twentieth century. Changes in technology and changes in design. European designers in America; leading international designers. Illustrated 2 Identity Programs: types of identity programs: institutional; product; mass audiences and sub-cultures; personal; the international Continued context. Illustrated lecture with case studies and discussion. 3 Developing the identity program: defining the problem. The role of research. Understanding market forces and competition. Design criteria, objective and subjective values. Design coordination. Illustrated 4 Developing design tasks: summary of the design problem, statement of approach, definition of successful outcomes, Creative assignment: design of corporate identity program for a selected institution. Example: restaurant (ie. logo, stationery, menu, Continued signage, matchbook, etc.). presentation of full size roughs of corporate identity logo for class critique. final presentation of restaurant logo for class critique. All homework assignments to be determined by individual instructors. 4

5 description of research collected, form in which research will be given to client, outline of design sequence, time-lines, flow charts, list of support requirements, budgets for design work, budgets for related work. Illustrated 5 Developing the identity manual: role of the manual. Elements of the manual: typography, color, materials, sizes, grids. Writing specifications. Illustrated 6 Maintaining the corporate identity program: permanence vs. flexibility. Responding to changes in the environment. Continued Illustrated lecture with discussion. 7 Major issues of Presentation: types of presentation. Using presentation materials. What does a client buy from a designer? The designer s role, the client s role. Illustrated lecture with discussion. 8 Secondary Presentation Issues: establishing trust, the size of the client s firm, the approval process, work for nonprofit organizations, application of logo design to print elements of restaurant identity program including menu, stationery, business card. Presentation of final artwork for restaurant identity program. presentation of preliminary restaurant identity manual for class critique. Mid-term quiz. final presentation of restaurant, zoo or shopping mall identity manual for class critique. All presentations may be 5

6 the presentation location, number of design options shown, paying for presentation materials, elaborate solutions, the best and worst clients, educating a client, obtaining final approval. Illustrated lecture with discussion. videotaped for review. 9 Signage systems: historical overview; industry figures; the graphic designer s role; indoor and outdoor applications; pictograms and symbol signs; traffic and highway signage; visual guidance systems; international signage; materials and methods; fabrication issues; new technologies. Illustrated designing a signage system for a theme park, zoo or shopping mall. 10 Designing signage systems: preliminary research studies; analysis of site and client needs; technical and legal constraints; budgeting. Illustrated lecture with discussion Designing signage systems: final research studies; developing the design system; typographic issues; color and materials; modular and grid systems; digital and motion-related design issues. Illustrated preliminary presentation and critique of comps for outdoor signage system. presentation and class critique of revised preliminary comps for outdoor signage system. 6

7 13 Fabricating signage systems: preparing technical drawings for fabrication; working with architects and industrial designers; selecting and working with fabricators and sign companies; conducting tests and evaluating samples; quality control issues; production time-lines; meeting deadlines. Illustrated 14 Installing and maintaining signage systems: supervising installation; developing long-term plans for maintenance and replacement; planning for change. Illustrated lecture with discussion. 15 Presentation and critique of presentations of final artwork for outdoor signage system. All presentations will be videotaped for evaluation. continued presentation of revised comps for outdoor signage system. continued presentation of revised comps for outdoor signage. Final quiz. Bibliography To be updated. 7