BRAND IDENTITY

DSGN.310.01

Introduction

Branding is the foundation for which every company, organization or in some cases individuals stand apart from others. It is an identity that showcases who they are, what they stand for. The development of a brand will pull from why the identity exists. What makes them different and why do people identify with certain brands? The branding will always precede any marketing scheme that comes after. This foundation is bigger and far more important than any marketing effort. Consistency is vital to the strengthening which is why it’s imperative that the foundation is solid from the start. From the typefaces used to the weights and colors to the imagery and all it’s uniqueness carried from one facet to another. it will cross multiple platforms of message and form. Brand identity creates a message of truth and value and expression that forms exterior perceptions.

Below are the projects you will be working on this semester. Each project will have an accompanying handout with specific outcome goals and a detailed schedule. As we finalize the project and you submit the design files, each project will be displayed so everyone will have the opportunity to look at what each student had developed. Previous student projects will also be available to look over.

Jump to the Current Project
24 JAN

Kathryn

Jason

Claire

Katherine

Kara

Julia

Project One

Independent Coffee / Tea Shop

  • Project Start : 24 January
  • Class Crit : 17 February
  • Project Due : 22 February

Develop the identity for an independent coffee or tea shop. This will include a logo with symbol integration, invitation to event media post, window treatment, signage, shopping bag, cup design, shirt design along with a smock design..

Download Project Handout

project overview

This project will focus on an independent coffee or tea shop. You are asked to develop the branding around a fictitious shop where the logo integrates an icon with the type name. This icon could then become the staple in all other designed elements. Focus solely on either coffee or tea, but not both [ or another similar business you feel would work - but must get approval on project scope ]. Think about the imagery that is synonymous with these industries. Think about the colors and typefaces that would connect to a bean or leaf for instance. Once the logo has been solidified, apply the rules you have developed and the identity to the required items.

gained knowledge

At the conclusion of this project, you will have developed the identity of a shop that is specific to their services and what they offer their customers. You will have focused on a logo design that speaks to these services and isolated an icon that was used across multiple designs echoing their brand. Applying the design across print, signage and screen printing will be explored with tight requirements when it comes to typeface usage and spot colors. You will have looked into developing a logo that can respond to any size and orientation. Breaking down the logo elements in a way that all connect to a person seeing the logo in different applications.

project requirements

  • new logo development - no more than 3 spot colors, black and white logo, one color version, reversed on black background
  • signage that portrays a unique shape playing off the logo / icon
  • invitation to grand opening event postcard 9 x 61/2 - eddm
    USPS Using Every Door Direct Mail
    EDDM Postcards Layout Guidelines
  • invitations to grand opening social media post graphic
    Social Media Image Sizes Cheat Sheet for Every Network/
  • 2 cup designs - one for hot and one for cold - different material
  • sleeve design for hot cup - one color screen - how this covers the design
  • small pastry bag - one color screen
  • small pastry box - one color screen
  • shirt design - screen printed
  • complimenting smock design - embroidered

grading scheme

  • 5 of 5 : the quality and aesthetic appeal of the logo itself
  • 1 of 1 : milestone | showing 3 different renditions for logo development
  • 4 of 4 : the uniqueness & creativeness of all the pieces
  • 1 of 1 : milestone | showing the window treatment in an image
  • 4 of 4 : strength of all the pieces as a whole - consistency
  • 3 of 3 : research/process of the project - mood board development
  • 2 of 2 : participation in class crit

project one overview

begin looking at other coffee or tea shops brands. look at how their design attracts and speaks to their customers. what coloring schemes are used? what typefaces are implemented in the designs? what is the tone or direction of their designs and is there any connection across the brands?

  • choose a unique name for your shop
27 JAN

Class 02 of 08

come to class with a name chosen

  • start looking at existing coffee or tea shops - they are your competition
  • begin thinking about the play with glyphs in your name and how an icon can compliment the name
31 JAN

Class 03 of 08

come to class with progress on your logo design

  • look at both caps or mixed or all minuscule glyphs
  • start developing your logo and integrating an icon
  • start working on the logo and integrating an icon through sketching and notes first, then bring into the computer
  • think about how this logo can transform into different orientations and still hold the brand intact
  • start thinking what color schemes will place your shop into the scene while providing separation from competitors
03 FEB

Class 04 of 08

come to class with progress on your logo design showing three UNIQUE ideas

  • continue developing your logo and integrating an icon
  • start thinking about the other design elements
  • finalize the color scheme
  • think about the unique shaped signage you will explore - set up the file and begin designing

Milestone One

upload your one completed logo at the end of class time to the google drive

  • you will receive a short quick feedback before next class
07 FEB

Class 05 of 08

come to class with progress on the sign design

  • finalize the logo and begin thinking how the logo can respond to different orientation applications
  • finalize the sign design
  • work on playing off the signage in creating a complimenting window treatment composition
  • begin breaking down the elements of the logo and icon and start designing the cup, sleeve, box and bag
10 FEB

Class 06 of 08

come to class with progress on the window treatment

  • begin working on the eddm postcard - grab the necessary dimensions for the postcard - look at indicia guidelines
  • begin working on the layout for the social media layout - the postcard and social media post should be very similar
  • how can your design capture the potential consumer’s attention and showcase the branding of your new shop?

Milestone Two

upload your a photo mock up rendition of the window treatment to the google drive

  • you will receive a short quick feedback before next class
14 FEB

Class 07 of 08

come to class with ideas on how the apparel and packaging will strengthen the brand

  • finalize the postcard mailer
  • breakdown the information into a hierarchy from both the front design to capture attention and back for details
  • information about the shop, date for the grand opening, location, hours, phone, web address should be included
  • using all existing designs - especially the cup, bag and box - design a shirt and smock that work together
17 FEB

Class 08 of 08

class crit second half of class

  • take time during the first half to wrap up your work and prepare for the crit
  • every single piece must be completed to receive credit for participation - there is no need for printed pieces for this crit
  • allow time to reflect on the feedback and how it may help strengthen your overall branding and individual pieces
  • remember the sponge and brick metaphor
12 OCT

projects are due

uploaded to the google drive

  • upload your designs to the google drive AS A SINGLE PDF

Approach

Each project will have specified due dates during the course of the semester. The outline for each project will follow a tight schedule with multiple milestones that should be followed closely. As each aspect of a project relies on one another, falling behind will cause delays in the implementation of your rationale and solution. More importantly, not receiving critical feedback and having proper time to digest that criticism, will hinder your ability to improve and further your skills. Throughout this course, you will receive criticism and feedback from myself and other students. Learning how to digest this feedback and apply to your design is a major part of this course. Knowing and understanding how is absolutely important - but articulating the why can be argued is even more important.

During this class, you will develop brand identities from scratch. From logo development to multiple elements an entity would require, will be created for a variety of scenarios applications. The “why” must be answered throughout the process. Revisiting the look and feel that the brand is generating is important and must be documented. The entire project must work together and be a cohesive message that speaks to the entity’s message and values.

Receiving outside feedback will be important as it will either confirm your objectives or force to rework your rationale. Throughout the process, you must understand how your designs will be adapted into other applications. The logo should transcend from the digital to physical world through print and embroidery or even large scale signage or billboards.

How will the typefaces chosen hold up under these different design situations and should the type be tweaked for specific circumstances? Often when viewed on screen, type will follow a set of rules that differ when the text is seen on a large sign. What happens when your logo is placed into a social media setting and the design is squared off? Is your design extremely narrow and unable to utilize that space? Can you develop a set of rules that allows for the brand to bounce to multiple variations for different dimensions and spaces? Should your logo respond to different orientation scenarios? Will the logo work as a one color? Is the line weight too thin that falls apart when embroidered? These questions are important to consider and with each project this semester, your decisions will be forced into these different situations.

There will absolutely be last minute curve balls thrown at you during the project.

Understanding the different methods of printing standards and the software used to develop the end design pieces will be covered in more depth in each of the semester projects and assignments. Each project that will be designed in class will differ just as each student will have different taste, direction and subject. Because of this, it will allow for a much diverse range in projects that will at times have students being pushed in different directions as their project demands. Never does a one set of rules govern design just as the process and approach often will too. Certain rules can be broken and yet some absolutely must not. Learning these limitations in the process will allow for creative solutions as each of you strive to develop a truly unique brand.

Each project will be developed on screen and accompanied with multiple applications that could be a range of elements that are specific to that brand/company/entity needs. Printing out your designs and seeing how they look off screen is vital. The contrast and quality of images and color along with type readability without the back glow of the screen, can only be perfected with prints. You will be asked to use software you have already used in previous courses and throughout this semester your knowledge will be strengthened.

This class is about problem solving but more importantly understanding how your decisions and finalized executions will affect all future projects going forward. Often, a design may work perfect for one application but falter or fail in another. This will force you to back track and redevelop your ideas and direction. It is rare when a logo development is created in isolation and can work perfectly across multiple scenarios.

On project due dates, come to class with the project already completed and uploaded. We will not be printing projects to submit - though printing should be used through the design process. Projects should be uploaded before class starts on the due date.

Projects are due on a specific date and if missed, will be docked a full letter grade for every class meeting that passes. During this semester, there has to be exceptions. Please reach out to me if you are falling behind. I care about your health and well being more than imposing strict guidelines, even though I feel are important, right now can not be the most important. These projects will require work done outside of class time. Please balance your commitments and do not fall behind. You may resubmit any project for grading until the last week of classes - unless that project was handed in late.

Preparedness

Please come to each class prepared to show progress with the current project. Be sure to have continued your work outside of class and arrive with a substantial amount of work to show. Pay attention to the project handout and check the milestones outlined in the time line. It is recommended a total of four to seven hours a week will be spent working on projects outside of class. You will gauge rather quickly how much time will be needed outside of class to complete and progress your ideas and concepts. As in many aspects of life, there is not an exact formula for creating a piece or learning a subject matter. If you are constantly coming to class each day with zero progress from where you left off the previous class, you need to ask if you are truly happy with the progress you are achieving in this course.

People work at varying speeds and students as well as professional designers will run into walls that will at times feel exhausting. Allowing enough time to work through these setbacks will ensure you are not running around last minute when projects are due.

Just as in other design classes and projects, the first solution seldom yields the strongest result. Your rationale and executions will evolve over time and you must document this progression and allow time to reflect. Your prints should be placed in your sketch book with notes written next or over your printed pieces. This will play into your research portion of your grade.

You must also keep track of feedback. Not only from classmates during a class crit but throughout the project where myself or others will provide insight into your branding solutions. Each project should be approached from different angles depending on the nature of the brand.

Class crits will begin immediately so all students have ample time to show their work and receive the critical feedback from fellow classmates. Then if time allows, the remainder of class will be spent reflecting and absorbing that criticism. Deciding which feedback will be useful and how it can help strengthen your project. These crits are vital to learning how one can articulate reasons for their design choices and re-evaluate those reasons. The crit is important for each project and will count for 10% of your project grade. Please do not miss class when a crit is scheduled.

Grading Criteria

The following is a general guideline that will be used in grading your work during this semester. On every project handout, a more detailed outline of expectations will be provided.

  • the quality and aesthetic appeal of the logo itself | with milestone marker
  • the uniqueness ∧ creativeness of the brand elements | with milestone mark
  • strength of all the pieces as a whole - consistency
  • research/process of the project - mood board development - THE WHY
  • participation in class crit

You are allowed to resubmit any project after making any corrections - unless the project was submitted late. You can not recover points lost for late projects.

Gained Knowledge

The end of the semester you will have a clear understanding of how a brand is developed from the ground up. You will be able to take your logo and apply the set of rules and guidelines across multiple platforms that can cross print and digital delivery. Each and every project will have a style guide that will allow any individual to understand these rules you have developed for future designs.

In the end, you will have three complete and polished brands for your portfolio. You will have a clear understanding of the importance a brand has to an entity. You will walk away with a stronger sense of brand identity and maintaining that identity through multiple aspects of a design in various applications. This knowledge will help in other areas of design such as type usage, color treatment, compositional layout as well as balance.

Absences

With the times we are still all living in, I will not be tracking attendance nor will you be docked any points for missing class time. I trust that everyone will be truthful and honest in regards to feeling ill and will never require a doctors note for missed classes. I ask that you keep me in the loop if you are missing a class scheduled meeting and if this missed time will impact you working on your project. HOWEVER, missed deadlines should be avoided unless serious issues arise during the semester.

Academic Integrity

Graphic design communication is a profession that values originality and integrity in the creative process. All your finished projects should be your own work. In addition, Roger Williams University holds the highest standard for academic integrity. Please review the university’s policies on academic integrity.

The Tutoring Center

The Tutoring Center, which is comprised of the Math, Science, Writing and Modern Languages Centers, is located on the second floor of the Library on the Bristol campus. The Center provides walk-in peer and faculty tutoring at no charge. You are encouraged to visit the Center to ask questions, whether it’s about course-specific in-person tutoring or to make an appointment for Zoom tutoring.

In addition, the Writing Center also offers an email tutoring system at this website: rwu.edu/go/email-writinghelp. The WritingHelp email system is not in-person tutoring (for in-person help, please come into the Writing Center); it provides an email address to send your paper to a tutor for help.

The Tutoring Center offers assistance Monday – Thursday 9 am – 8 pm; Friday 9 am – 3 pm; Sunday 2 pm – 8 pm. For additional information about the Centers, including tutor schedules, please see www.rwu.edu/tutoring.

Student Accessibility Services

The University has a continuing commitment to providing reasonable accommodations for students with documented disabilities. Students with disabilities who need accommodations in order to fully participate in this class are urged to contact Student Accessibility Services, as soon as possible, to explore the arrangements needed to be made to assure access. During the Fall 2021 semester, the Student Accessibility Services office can be reached at sas@rwu.edu and 401-254-3841. SAS is open Monday through Friday from 8:00AM to 5:00PM. For more information about SAS, visit www.rwu.edu/undergraduate/academics/student-academic-success/student-acc essibility-services-sas.

Preferred Name Policy

Roger Williams University has an optional Preferred Name Policy that allows students to update their name in our University records without requiring a legal name change. Students who might consider using such a change include members of our trans communities. Students can update their name through their Student portal, click on Student, then User Account. Preferred Personal Information should appear and they can update their name there.

Should students have any questions or concerns, please reach out to the Registrar’s Office or Gabby Porcaro gporcaro@rwu.edu in the Intercultural Center.

Title IX at RWU

Roger Williams University fosters a campus free of power-based personal violence including sexual harassment, domestic violence, relationship violence, stalking, and/or any form of sex or gender-based discrimination. If you disclose a personal experience as described above, either verbally or in writing, the course instructor is required to notify the Title IX Coordinator. To disclose any such violence confidentially, contact one of the three resources listed below:

Additional information regarding your rights and resources are available here.

Resources & References

Syllabus The Design Process Grading Criteria Terminology Illustrator Key Commands Code of Best Practices