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JOHN CABOT UNIVERSITY

COURSE CODE: "AS 330-2"
COURSE NAME: "Graphic Design: Corporate Identity and Branding"
SEMESTER & YEAR: Spring 2026
SYLLABUS

INSTRUCTOR: David Mozzetta
EMAIL: [email protected]
 HOURS: M3:30 PM 6:15 PM
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:

Corporate identity and branding are evolving at an increasingly rapid pace. Products, objects, and even logos not only represent the brand itself, but also serve as reflections of the customers' identities. In this shifting landscape, designing identities is not just about aesthetics; it’s also about strategy. It involves curating meaningful content, crafting lasting narratives, and building trust with customers over time.

In this course, students will delve into the complete journey of developing a brand identity, from initial strategy to design conceptualization and production. They will engage in a hands-on brand identity project, with each week building on the previous one to foster an iterative design process and continuous feedback. By the end, students will present a polished final product that showcases their developed graphical language and aesthetic choices.

Throughout the course, students will gain valuable industry insights and analyze real-world case studies, enhancing their understanding of Corporate Identity and Branding within today’s fast-paced and complex business landscape
LEARNING OUTCOMES:

In this course, students will be able to:
- Understand brand identity through history
- Conceptualize a brand's approach
- Analyze brands using critical thinking
- Understand content creation as a design strategy
- Develop branded content across different mediums
TEXTBOOK:
NONE
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and participation 20
Weekly Assignments 20
Midterm Project 30
Final Project 30

-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 problems.
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.
FNegligent in attendance, academic honesty, engagement with the course content, or production of work.
-ATTENDANCE REQUIREMENTS:
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.
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

M3:30-6:15pm

Week 1
Jan 19
Introduction
Corporate Identity Through History

Week 2
Jan 26
Brands Today: the Contemporary Scenario

Week 3
Feb 2
Client Onboarding
Visual Research

Week 4
Feb 6 (Friday)
Working with a Creative Brief 

Week 5
Feb 9
Critical Thinking in Brand Analysis

Week 6
Feb 16
Choosing and Using Colours in Branding

Week 7 - MIDTERM
Feb 23
Typography and Brand Personality

Week 8
Mar 2
Conceptualizing Brand Approach

Week 9
Mar 9
Content Creation: Writing & Visual Storytelling

Week 10
Mar 16
Developing Branded Content Across Mediums

Week 11
Mar 23
Professional Presentations for Proposal (Guest Crit)

Week 12
Mar 30
Final Project Work

Week 13
Apr 13
Final Project Work II

Week 14
Apr 20
Final Project Work III

Week 15
Final Reviews DATE TBC