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JOHN CABOT UNIVERSITY

COURSE CODE: "AS 330H"
COURSE NAME: "Graphic Design: Corporate Identity and Branding - HONORS (This course carries 4 semester hours of credits. A minimum CUM GPA of 3.5 is required)"
SEMESTER & YEAR: Spring 2018
SYLLABUS

INSTRUCTOR: Sabrina Schmidt
EMAIL: [email protected]
HOURS: W 9:00-11:45 AM
TOTAL NO. OF CONTACT HOURS: 60
CREDITS: 3
PREREQUISITES: Prerequisite: one previous course in Graphic Design, including AS 232
OFFICE HOURS:

COURSE DESCRIPTION:
This course is meant for students who wish to deepen their knowledge in the field of corporate identity and branding. It will address how to respond to technical and communication requirements of a design brief, develop visual concepts, create a system of graphical elements that form the basis of an identity, and define a strategy for a brand. The course will also consider the professional standards of preparing artwork for print. The course requires good competence in visual communication and expertise in the major Graphic Design programs.
SUMMARY OF COURSE CONTENT:

The course enables students to manage a corporate identity design project from start to finish. Under the supervision of the instructor, each student will carry out a design project with a defined scope of work. The main focus of the course will consist in concept development, graphical execution, time management, and presentation skills. Background information, including insightful experiences from world renowned Graphic Desigers, and inspiring case studies, will further students’ learning and understanding of Graphic Design in today’s world.

LEARNING OUTCOMES:

How to interpret a design brief
How to define an identity
How to develop design concepts
How to create a distinct style
How to prepare artwork for print & web

TEXTBOOK:
NONE
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Paul RandHeller, Steven (2000)Phaidon9780714839943  
Marks of Excellence. The history and taxonomy of trademarksMollerup, Per (1999)Phaidon9780714864747  
Beware Wet Paint. Designs by Alan FletcherMyerson, Jeremy (2004)Phaidon9780714843780  
The Art of Looking SidewaysFletcher, Alan (2001)Phaidon9780714834498  
Symbol: The reference guide to abstract and figurative trademarksBateman, S. and Hyland, A. (2014)Lawrence King9781780671840  
TypographyRuder, Emil (2009)Hastings House9783721200430  
Pentagram: The CompendiumGibbs, David (1998)Phaidon9780714837697  
Global Graphics: Color. Designing with 
Color for an International Market Peterson, L.K. and Cullen, C.D. (2000)Rockport Publishers9781564962935   
Basic Typography. Design with lettersRüegg, Rudi (1989)ABC Verlag9780442239138   
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
ParticipationCommitment, responsibility, resourcefulness, presentation skills, punctuality and timely delivery of assignments25%
Concept developmentCommitment, originality, interpretation skills25%
Graphical executionResponsibility, attention to detail, technical skill25%
Final evaluationFinal presentation of design project (portfolio) including complete digital documentation25%
   
HONORS Project 1Additional design project (Print)50%
HONORS Project 2Additional design project (Web)50%

-ASSESSMENT CRITERIA:
AWork of this quality shows excellent mastery of the course content along with exceptional levels of technical skill, artistic awareness, originality, resourcefulness, commitment, quantity of work and improvement. There has been excellent collaboration and leadership in group projects, and there have been no attendance prob
BA highly competent level of performance with work that directly addresses the content of the course, with a good quantity of work produced.
CAn acceptable level of performance: the work shows awareness of the course content, but is very limited in quantity, quality, commitment and skill.
DThe student lacks a coherent grasp of the course material and has failed to produce much work. The student has barely done enough to persuade the instructor that s/he should not fail.
FNegligent in attendance, academic honesty, or engagement with the course content.

-ATTENDANCE REQUIREMENTS:

All scheduled classes are mandatory. Absence and late arrival affect the final grade. Please refer to the university catalogue for the attendance and absence policy.
Make-up work is not offered, except in exceptional circumstances and after consultation with the Dean of Academic Affairs.
Changes, additional course information, etc. will be posted on MyJCU. Students are kindly asked to check this regularly and in advance of each class.
For specific inquiries or to set up an appointment please contact Prof. Schmidt via email on [email protected]

 



ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

 

Meeting place: Mac Lab, Largo Fiorentini 1 (Inside Art Studio: Internal 3).

Week 1: Wednesday January 17:
Course introduction
Presentation client and scope of work
Brief part I
Session focus: A new branding model

Week 2: Wednesday January 24: 
Brief part II;
Session focus: Custom iconographic systems, Proportion

Week 3: Wednesday January 31:
Work in progress
Session focus: The creative influence

Week 4: Wednesday February 7:
Work in progress
Session focus: Design critique

Week 5: Wednesday February 14:
Work in progress
Session focus: Visual hierarchy

Week 6: Friday February 16 (Make-up day for April 25):
Brief part III
Session focus: Project planning

Week 7: Wednesday February 21:
Work in progress
Session focus: Analysis feedback client

Week 8: Wednesday February 28:
Work in progress
Session focus: Design inspiration

Week 9: Wednesday March 7:
Work in progress
Session focus: Brands over time

Week 10: Wednesday March 14:
Work in progress
Session focus: Visual composition

Week 11: Wednesday March 21:
Work in progress
Session focus: Alignment

Week 12: Wednesday March 28:
Work in progress
Session focus: Design critique

Monday April 2 - Friday April 6:
Spring Break

Week 13: Wednesday April 11:
Work in progress
Session focus: Artwork for print

Week 14: Wednesday April 18:
Delivery of digital artwork
Session focus: Integrated branding

Week 15: April 28 - May 4:
Final exam: Presentation of portfolio (date/time tba)