New York City College of Technology The City University of New York

Department of Communication

COMD 3501 – Identity Design

Course Description Students create a consistent image and voice for a company or institution. A thorough identity program addresses all aspects of a company’s or an institution’s visual public presence. Students explore the role of professional as they are challenged to create a comprehensive, multi-piece presentation showcasing all aspects of an identity program.

2 cl hrs, 2 lab hrs, 3cr

Prerequisites: COMD 2400

Course Objectives

INSTRUCTIONAL OBJECTIVES ASSESSMENT

For the successful completion of this Evaluation methods and criteria course, students should be able to: Design a set of symbols. The students will demonstrate proficiency in creating and designing a comprehensive family of symbols. Describe different kinds of identity The students will demonstrate proficiency programs and the process of developing in written and class assignments. them. Design a corporate identity program for a The students will demonstrate proficiency selected institution. in creating a corporate identity program with all specified elements. INSTRUCTIONAL OBJECTIVES ASSESSMENT

Design a signage system for a specified The students will demonstrate proficiency client or location, and describe the graphic in written and class assignments, and in designer’s role in designing signage creating signage system with all specified systems including their fabrication, elements. installation and maintenance.

General Education Outcome covered: How the outcome is assessed: Thinking Critically Evaluate through class critique to The student will demonstrate the ability to determine how well students were able to evaluate evidence and apply reasoning to advance their project concepts by make valid inferences. applying evidence and using logic to make decisions. Oral Communication Evaluate through class discussion and /or Speaking: The student will demonstrate the written tests if students use appropriate ability to articulate himself using relevant nomenclature to defend creative, critical industry-specific language and technical decisions in project concepts and development. Social Interaction Evaluate through class discussion and The student will demonstrate an written tests if students have developed a understanding of professional ethics. sensitivity and awareness of professional ethics.

Teaching/Learning Method ● Lecture/ Readings ● Project based lab ● Research Assignments ● Blackboard or Openlab Descriptions

Required Text None

Suggested texts: Lupton, Ellen. Mixing Messages. in Contemporary Culture. New York: Princeton Architectural Press. 1996.

Attendance (College) and Lateness (Department) Policies: Attendance is taken and is important to success in this class. Both absences and arrival more than 15 minutes after the start of class will be marked. If excessive, the instructor will alert the student that he or she may be in danger of not meeting the course objectives and participation expectations, which could lead to a lower grade.

Academic Integrity Standards Students and all others who work with information, ideas, texts, images, music, inventions, and other intellectual property owe their audience and sources accuracy and honesty in using, crediting, and citing sources. As a community of intellectual and professional workers, the College recognizes its responsibility for providing instruction in information literacy and academic integrity, offering models of good practice, and responding vigilantly and appropriately to infractions of academic integrity. Accordingly, academic dishonesty is prohibited in The City University of New York and at New York City College of Technology and is punishable by penalties, including failing grades, suspension, and expulsion.

Grading All design assignments will be graded. Final grades will be determined as follows: 20% - Mid-term and final quizzes 70% - Design and research of a comprehensive identity program displayed in a presentation deck Final project is designed to be a portfolio worthy piece. Students are required to archive their work online through cloud storage.

Final Deck DUE end of the semester: Content Must Include: ● Cover page – your name, project name, date, ● Title page ● Introduction: Statement and description of problem Historical overview Assessment of current industry/ marketplace ● Identity Design (including all specs) Logo System Style Guide (including , colors, usage) Stationery (digital and printed for both online and mail postings) ● Promotional Design & Collateral Promotional materials (merchandise and/or accessories) ● Point of Purchase (product display if appropriate) or signage display ● Credits/ Footnotes

(Each assignment) based on research, originality of concept, and quality of finished artwork.

10% - Design assignment with in-class presentations Grade will be based on professional appearance of work, clarity of speech, quality and organization of presentation materials, and ability to answer questions based on research.

Topics WEEK Lecture Topic Laboratory Exercise Homework Assignment 1 Introduction Research assignment ● Research View examples of existing, assignment Overview of Identity Design. successful identity programs. ● Successful identity programs: Overview of American graphic marks, Graphic Design. icons, word marks Changes in technology and and symbols changes in design.

2 Graphic Icons, Symbols and In class presentation of research. ● Create a family of identity programs. Illustrated symbols lecture with case studies and Topic selection for set of five -Research discussion. symbol design -Inspiration Board -Sketches

3 Applying the grid. In class critique of sketches and ● Simplify symbols Uniformity of style, size, presentation boards. ● Sketch colors, strokes, others. ● Start vector version Simplifying and unifying of symbols symbols. Vectorize your work. 4 Developing an identity Identify a company or institution ● Research program: defining aspects of for semester long project. Historical (300 the problem. The role of word brief) Identity . Understanding Creative Assignment: ● - Name market forces and Research identity logo. - 50 logo sketches competition. Design criteria,

objective and subjective values. Design coordination. Illustrated lecture with discussion.

WEEK Lecture Topic Laboratory Exercise Homework Assignment 5 Developing design tasks: In class presentation of research ● Research Target summary of the design and sketches Audience (300 problem, statement of word brief) Identity Design approach, definition of Create a timeline with ● revisions successful outcomes, components of identity ● Style Guide description of research - Tag line collected, form in which - Color scheme research will be given to - Typefaces client, outline of design sequence, time-lines, flow charts, list of support requirements, budgets for design work, budgets for related work. Illustrated lecture with discussion.

6 Developing the identity Style guides manuals ● Finalize Style manual: role of the manual. Guide Elements of the manual: Creative Assignment: In class - Tag line typography, color, materials, presentation of identity design. - Color scheme sizes, grids. Writing - Typefaces specifications. Illustrated lecture with discussion.

7 Maintaining the identity Creative Assignment: ● Final Edits: program: permanence vs. Presentation of final artwork for - Logo flexibility. Responding to identity program. - Style guide changes in the environment. ● Begin project deck Continued design Illustrated lecture with discussion.

WEEK Lecture Topic Laboratory Exercise Homework Assignment 8 Secondary Presentation Mid-term DUE ● Stationery Design: Issues: establishing trust, the Part I of project brief including all - Letterhead size of the client’s firm, the written components: - Envelopes approval process, work for ● Brief statement of goals and - Business Cards nonprofit organizations, the objectives (of both company - Icon, Digital presentation location, number and market positioning) Signature Documentation of research of design options shown, ● (highlights of historical paying for presentation context) materials, elaborate solutions, ● Design Concept – a summary the best and worst clients, of the solution for the stated educating a client, obtaining goals and objectives of the final approval. Illustrated project lecture with discussion. Creative Assignment: presentation of preliminary identity manual for class critique.

9 FIELD TRIP

10 Presenting the deliverables. Creative Assignment: class ● Edit Stationery And materials. What does a critique of stationery design. ● Update project client buy from a designer? deck Promotional The designer’s role, the Promotional design ● concept sketches client’s role. Illustrated lecture with discussion. 11 Signage systems: historical Creative Assignment: class ● Edit Promotional overview; industry figures; critique of promotional design design the graphic designer’s role; ● Signage system concept sketches indoor and outdoor Signage System applications; pictograms and symbol signs; traffic and highway signage; visual . guidance systems; international signage; materials and methods; fabrication issues; new technologies. Illustrated lecture with discussion.

WEEK Lecture Topic Laboratory Exercise Homework Assignment 12 Designing signage systems: Creative Assignment: preliminary ● Finalize preliminary research studies; presentation and critique of promotional analysis of site and client comps for outdoor signage material Edit signage needs; technical and legal system. ● displays constraints; budgeting. Illustrated lecture with discussion. 13 Designing signage systems: Creative Assignment: presentation ● Finalize final research studies; and class critique of revised promotional developing the design system; preliminary comps for signage material and system. signage displays typographic issues; color and ● Fine-tune project materials, both 2D and 3D; deck modular and grid systems; digital and motion-related design issues. Illustrated lecture with discussion. 14 Working with other creative Creative Assignment: presentation ● Revise and finalize such as and and class critique of first project deck industrial ; selecting completed draft of project deck. ● Send to print

and working with fabricators and sign companies; conducting tests and evaluating samples; quality control issues; production time-lines; meeting deadlines. Illustrated lecture with discussion. 15 Presentation and critique of EVERYTHING DUE final artwork. The final deck must be submitted at the end of the semester as both a digital PDF and a professionally printed and bound booklet.