Brand identity system development
|Institution:||Ohio State University|
|Category:||Branding, Graphic Design, Print, Symbols, Systems, Typography, Visual Communication|
|Filed Under:||Brainstorming, Color Theory, Composition, Design History, Form-making, Four-year Program, Grids, Iconography, Integrative, Iteration, Non-profit, Printed Matter, Process, Production, Publication, Semiotics, Storytelling, Usability|
Students created three projects, each over a period of five weeks.
Project 1 - a brand-mark for an organization of their choice.
Project 2 – basic brand standards and several required and optional brand applications.
Project 3 – a brand introduction document of 24 to 32 pages. Example page spreads are shown here.
From a third-year level course, Autumn 2021. The student graduates in Spring 2023.
Students achieve a working understanding of:
1) Basic communications theory and the pragmatic use of visual signifiers in the context of brand identity programs and systems.
2) Measuring audience perceptions through the use of survey research techniques.
3) The proper creation of visual identifiers and their application in brand identity programs and systems.
4) The history of significant brand identity programs and systems, and current, significant practitioners and their design processes.
5) Proper use of typographic grid systems in publication design.
Project 1 – a series of prints documenting the brand-mark development process, audience-testing, and color variations.
Project 2 – a series of prints documenting basic brand standards and all brand applications.
Project 3 – a brand introduction document of 24 to 32 pages.
1) Tom Geismar, "Identify: Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismar," 2011, HOW Books.
2) Meggs & Purvis, "Meggs' History of Graphic Design," 5th edition, 2011, Wiley.
3) Alina Wheeler, "Designing Brand Identity," 4th edition, 2013, Wiley.
I have taught this course many times over the last several years and have refined it quite a bit, so that it works well in our program sequence. I am happy to share the full syllabus upon request.