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JOHN CABOT UNIVERSITY

COURSE CODE: "AS 330-1"
COURSE NAME: "Graphic Design: Corporate Identity and Branding"
SEMESTER & YEAR: Spring 2026
SYLLABUS

INSTRUCTOR: Sabrina Schmidt
EMAIL: [email protected]
 HOURS: W9:00 AM 11:45 AM
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.
LEARNING OUTCOMES:

How to edit a client questionnaire

How to edit and work with a creative brief

How to conduct and present a competitor’s analysis

How to interpret the tone of a brand

How to create a colour story

How to define a typographic system

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:
AssignmentGuidelinesWeight
Participation & presentationActive involvement in discussions and critiques, demonstrating curiosity, preparedness, and engagement. Quality of presentation across all work submitted and shared throughout the semester, including attention to detail, clarity of documentation, and effectiveness in communicating design decisions.25%
Midterm portfolioA cumulative portfolio documenting all coursework, including research materials, and development work leading to the final project. Assessment will emphasize process, exploration, and integration of technical and conceptual approaches.25%
Final portfolioA substantial publication developed over the second half of the semester, demonstrating conceptual clarity, design cohesion, and thoughtful execution.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:

Attendance is mandatory. Students must arrive promptly, ready to begin the lesson. Unauthorized absences will result in grade penalties. 3 absences will result in an F. Students are expected to engage with the course outside class time.
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

Studio Rhythm: From Week 2 onward, projects introduced in class will be developed throughout the week and presented the following session for critique or review. Each week builds on the previous one, fostering iterative design practice and consistent feedback.

 

Week 1: Introduction

Focus: Understanding the scope of the design brief. Getting familiar with the overarching process of branding.

The first week introduces the course, its scope, and expectations. We will review the syllabus, discuss the project brief, and examine the phenomenon of branding.

In class: The crucial steps of gathering and editing project relevant information prior to the design phase.

 

Week 2: Kick-off project

Focus: Brand concepts.

In class: Indepth analysis of selected case studies.

 

Week 3: Client

Focus: Managing clients’ expectations.

In class: Breaking down the collaborative approach with a client.

 

Week 4: Type

Focus: Using type as a strategic brand asset.

In class: Building a typographic system.

 

Week 5: Time management

Focus: Managing project milestones and respecting project deadlines.

In class: Addressing the essential deliverables of a project.

 

Week 6: Vision

Focus: Strategic thinking.

In class: Capturing the vision of a brand.

 

Week 7: Midterm portfolio

Focus: Assessment of course work created so far.

In class: Presentation of work-in-progress.

 

Week 8: Tone of voice

Focus: Exploring the subtleties of the tonal voice of a brand.

In class: Using type for tonal expression.

 

Week 9: Kick-off individual project

Focus: The bigger picture of a brand identity.

In class: Ideation of concept ideas for the final project.

 

Week 10:Brand culture

Focus: Understanding the cultural nuances of a brand.

In class: Identifying cultural shifts in today’s branding landscape.

 

Week 11: Critique

Focus: Refining concept ideas for final project.

In class: Critique session to guide iterative development. 

 

Week 12: Production individual project

Focus: Evaluating design options.

In class: Fine-tuning of concept and layout.

 

Week 13: Production individual project contd.

Focus: Understanding prototyping as a critical design stage.

In class: Paper exploration, dummy production, and testing.

 

Week 14: Production individual project contd.

Focus: Final production.

In class: Continued production and refinement.

 

Week 15: Final portfolio

Focus: Reflection.

The semester concludes with the presentation of the final project. Students will reflect on their process, design decisions, and personal development over the course of the semester.

In class: Final critique and group discussion.

 

Overview of recommended bibliographic works for the course

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 978014103581