Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "AS 330"
COURSE NAME: "Graphic Design: Corporate Identity and Branding"
SEMESTER & YEAR: Spring 2022

SYLLABUS

INSTRUCTOR: Sabrina Schmidt
EMAIL: [email protected]
HOURS: W9:00 AM 11:45 AM (Please note that this class cannot be taken remotely)
TOTAL NO. OF CONTACT HOURS: 45
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 provides insight into the overarching process of brand identity development, including the fundamental aspects of the strategy phase, the design phase, and the production phase. Students will execute a brand identity project from start to finish, passing through every stage of the process. The course culminates in the creation of a professional presentation that encompasses the entire range of the graphical language developed for the project. Industry insight and inspiring case studies will further students’ learning and understanding of Corporate Identity and Branding in today’s world.

N.b.

For specific inquiries or to set up an appointment please contact Prof. Schmidt via email on [email protected]

Any changes to the schedule, additional course information, requirements, due dates, etc. are announced on Moodle.

LEARNING OUTCOMES:

How to edit a client questionnaire

How to work with a creative brief

How to conduct and present a competitor’s analysis

How to interpret the tone of a brand and create a mood board

How to create a colour story

How to choose typography

How to design supporting graphics

How to create a professional presentation for a client

TEXTBOOK:

NONE

REQUIRED RESERVED READING:

NONE

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
Mood board and colour story	Concept and design of a mood board and colour palette in line with the creative brief.	20%
Logo and typographic system	Concept and design of a logo and definition of a typographic system for the brand.	20%
Graphic language	Concept and design of brand-identifying graphical elements.	20%
Brand identity collage	Concept and design of a presentation for the brand.	20%
Final exam	Design project for the newly developed brand identity.	20%

-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:

Students must arrive promptly to begin class in time.

Classes are mandatory. Absences are excused only if the student obtains an exemption from the Dean’s Office. Students seeking an exemption must submit an online petition to the Academic Dean’s Office.

Unauthorized absences, incomplete assignments or assignments handed in late will result in grade penalties.

Students are responsible for catching up with any course material they miss.

Make-up work is not offered, except in exceptional circumstances and after consultation with the Dean of Academic Affairs.

Class projects must be reviewed during class with the instructor prior to submission in order to obtain full credit.

Students who seek to participate remotely on a regular basis must petition the Dean for permission to become fully remote. Non-remote students are expected to attend all class meetings in person. Non-remote students will be marked absent, even if they connect remotely.

Examination policy

A major exam (final) cannot be made up without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.

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

Week #1: Wed Jan 19: Course overview/Introduction project/Insight: Branding essentials/Focus: Editing a client questionnaire

Week #2: Wed Jan 26: Focus: The Creative Brief/Insight: On visual identity

Week #3: Wed Feb 2: Exercise #1/Focus: Resources and techniques

Week #4: Wed Feb 9: Exercise #1 contd.

Week #5: Wed Feb 16: Exercise #2/Focus: Characteristics of a logo

Week #6: Wed Feb 23: Exercise #2 contd./Insight: On typography

Week #7: Wed March 2: Exercise #2 contd.

Week #8: Wed March 9: Exercise #2 contd.

Week #9: Wed March 16: Exercise #3/Focus: Resources and techniques

Spring break: Mon Mar 21 - Fri Mar 25

Week #10: Wed March 30: Exercise #3/Insight: On creative growth/Focus: Presentation for a critique

Week #11: Wed April 6: Guest crit

Week #12: Wed April 13: Exercise #3 contd.

Week #13: Wed April 20: Exercise #4/Insight: On print

Week #14: Wed April 27: Exercise #4 contd.

Week #15: Final examinations Mon May 2 - Fri May 6: Final exam tba

Overview of key bibliographic works for the course

Recommended:

Marks of Excellence. The history and taxonomy of trademarks/by Mollerup, Per (1999)/Phaidon/ISBN 9780714864747
Pentagram: The Compendium/by Gibbs, David (1998)/Phaidon/ISBN 9780714837697
Typography/by Ruder, Emil (2009)/Hastings House/ISBN 9783721200430
Design as Art/by Munari, Bruno (2008)/Penguin Classics/ISBN 9780141035819