Graphic Design / Interactive Design / Fine & Applied Arts / Parkland College

GDS 222 Graphic Design III
Project 2: Branding Campaign
(Ground Zero)

Instructor: Paul Young

Objective

To develop conceptual thinking skills. To communicate ideas visually and verbally. To explore illustration and photography styles. To apply design principles to real-world visual communication problems.

Secondary Objective

To utilize the Adobe Creative Suite as layout and production tools.

Description

This is a team project. Each team will consist of 2 or 3 students. At the end of the project, you will be asked to recommend a grade based on your team members' level of participation. The instructor will take the recommendations into account along with the final results when assigning the project grade for each team.

As an art director, design a logo/wordmark for a new entrepreneurial incubator called "Ground Zero" (download mission statement, bio, business card text). Then direct your graphic artist assistant to apply the mark to various applications. One design from this class may be chosen to be implemented by the client.

The final deliverable is a Branding Guidelines publication:

Your Branding Guidelines publication must contain at least the following elements:

  • logo variations (b&w, color, etc)
  • logo usage examples
  • business card
  • letterhead
  • website mock-ups
  • Powerpoint template
  • other

Parkland will pay for the printing of two copies of each student’s Branding Guidelines at our print shop (additional copies can be purchased for $5 each).

Your project must communicate a creative concept and show an understanding of design principles (unity, emphasis, balance, color theory, etc.).

Per our syllabus, you may ONLY use the standard "core" fonts installed in D019 for your assignments unless you obtain prior approval from the instructor (see Parkland's Core Fonts Specimen Sheet). Please talk to your instructor if you need to use a non-standard font from the Adobe Font Folio collection.

Procedure

1. Research for inspiration: Find examples of creative logos and branding graphics in the Parkland Library (see resources). Publish your research on your personal Process Page for critique (be sure to caption each image and cite the source). Be prepared to explain why these examples are successful.

2. Marketing research:  Meet with the client (Matt Cho) who will expand on the objectives of this assignment. You may ask questions at this meeting. Analyze your research and write a written statement of objectives in the form of a memo (see sample brief). Be sure to include descriptive adjectives in the "character" paragraph (see vocabulary wheel). Have your brief reviewed by the Writing Lab, then email your brief as an attached Word file or a shared Google Doc to pyoung@parkland.edu (instructions).

3. Incubation: Absorb the information you have gathered and sleep on it. Allow your unconscious mind to make connections for you.

4. Develop the concept: In your sketchbook begin to conceptualize ideas for this project (see examples of sketches). Make at least 10 sketches of all possible directions you might take this project. Edit your concepts down to your best three ideas and redraw them on 8.5 x 11 white paper using a felt tip pen. Scan (scale/crop in Photoshop: no wider than 1000 pixels), increase the contrast (see tutorial) and publish your concepts on your personal Process Page for critique. Be prepared to discuss how your design fulfills the client's marketing objectives. Also print your sketches for your Process Book.

5. Logo/wordmark proof: Discuss the critique with your graphic artist assistant, then direct him/her to execute your concept (show b&w variations first, then show various color options). Publish one multi-page low-res PDF (instructions) on your personal Process Page for critique. Be prepared to talk about what design principles are utilized in your design. Also print b&w proof(s) for your Process Book.

6. Applications proof: Based on the critique of the above, direct your graphic artist assistant to apply your design to all the required applications. Publish one multi-page low-res PDF (instructions) on your personal Process Page for critique. Also print b&w proof(s) for your Process Book.

7. Branding guidelines: Based on the critique of the above, direct your graphic artist assistant to create the Branding Guidelines publication. Be sure all possible variations of the logo/wordmark are included with color specifications. Publish one multi-page low-res PDF (instructions) on your personal Process Page for critique. Also print b&w proof(s) for your Process Book.

8. Final critique: Based on the critique of the above, direct your graphic artist assistant to fine-tune your designs (if needed). Submit high-quality color proof(s) for final critique (see printing tips). Prepare a presentation to justify your design decisions. Also publish one multi-page high-res PDF (instructions) on your personal Process Page.

9. Portfolio preparation: Based on the critique of the above, revise your design (if needed). Produce a high-res PDF (instructions) of the finished book (as discussed in class) and submit it via Cobra's Dropbox for printing. If you are happy with the results of this project, consider including it in your portfolio. If necessary, continue to make refinements until you are 100% satisfied with the project. Be sure to save all your files for future editing.

10. Client presentation: Create a "Powerpoint" presentation to "sell" your solution to the client. After the presentation, give the client a copy of the printed Branding Guidelines publication.

11. Grading: Submit two copies of your printed Branding Guidelines for grading. One copy will be returned to you after grading. File the graded copy in your Process Book for individual review along with all the preliminary work you did for the project (research, brief, sketches, preliminary proofs, final proof). Review your Process Page and make sure you have an accurate record of your process. You will not receive full credit for this project if any of the above elements are missing.

12. Extra credit: Submit your project into the annual student show by printing an art gallery quality proof and mounting it on foam board. Also prepare an archival quality JPEG (instructions) and submit your project using the online entry form at gds.parkland.edu/show. Your project may win a cash prize and be published in a showcase of student work on Parkland's website.


BACK TO TOP
Last updated: 3/5/17 ■ Webmaster: Paul Young