DA 225 Identity Design offers students insight and skills they can use to expand their designs into a system for communicating a consistent and clear story about a product, service, subject or organization. Through practice-based learning students are guided through the process of developing a visual identity with steps including: understanding context, concept development, refinement, application, style guide production, and delivery of client presentations.
Prerequisites: DA 112 and DA 113 both with a minimum grade of 50%
Accessibility Services Notice
Students who would like an academic accommodation and who have a documented disability should contact Accessibility Services, if they have not already done so.Course Details| Total number of weeks | 15 |
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| Total Credits | |
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| Total Hours | 60 |
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Typical hours per week breakdown| Lecture | 3 |
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| Lab (lab, field, computer) | 1 |
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Learning Outcomes
Upon successful completion of this course, the learner will be able to:
- Research the context of a visual identity
- Describe the elements of a brand
- Work independently and/or collaboratively in initiating and realizing ideas, concepts and common goals
- Refine visual outcomes through processes of critical reflection, feedback, and prototyping
- Arrange graphic design compositions using the principles of design and typography
- Synthesize design concepts and graphic elements across different media
- Specify colour values for print and digital applications
- Create a style guide
- Communicate design processes and outcomes in visual, oral and written forms with clarity and consideration to the needs of the audience
- Conduct oneself in a professional and ethical manner in academic and work-related environments
Teaching and Learning Approach
A combination of theory-based lecture and context-based demonstration, with regular opportunity for hands-on
participation.Learning Resources
Required:
None
Recommended:
Wheeler, A. (2013). Designing brand identity: An essential guide for the whole branding team. Hoboken, NJ: John
Wiley & Sons.
Airey, D. (2014). Logo design love: A guide to creating iconic brand identities (2nd ed.). San Francisco, CA:
Pearson Education.Detailed Course Content, Topics, and Sequence Covered
1. Week 1 Orientation
2. Week 2 Perception & Intro to Identity Design The power of observation and research Logo vs Identity vs Brand Intro to brand style guides
Week 3 Brand Blueprint Research and Development The process of identity design Undertaking preliminary identity research
3. Week 4 Synthesizing & Clarifying Audience Alignment Customer Personas
4. Week 5 Logo Ideation Concept Development in Logo Design Logo Design Process Rapid-prototyping
5. Week 6 Responding - The Science of Symbolism Gestalt theory
6. Week 7 Logo Development, Type Design, Colour and Wordmark Exploration Typography in identity design
7. Week 8 Wordmark Design Ideation
8. Week 9 Mini Style Guide Development, Pantone Matching System (PMS) colours, Touchpoints in Identity Design, Designing stationary
9. Week 10 Touchpoint Design Lab, Intro to type, pages and basic layout tools InDesign, Creating Stationary in InDesign vs Illustrator
10. Week 11 Touchpoints Continued Working with images and shapes in InDesign Paper stock and finishes in printing
11. Week 12 Touchpoints Continued Final review and critique
12. Week 13 Final Touchpoint Design and Preparing for Presentation
13. Week 14 Final Identity Design Presentations
14. Week 15 Final Delivery of Brand Book
Assessment
| Title | Learning Outcomes | Value |
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| Assignment 01 Brand Research | 1,2,10 | 20% |
| Assignment 02 Ideation | 3,4, 9,10 | 20% |
| Assignment 03 Logo Design | 3,4,5,7,9,10 | 20% |
| Assignment 04 Touchpoints | 3,4,5,6,7,9,10 | 20% |
| Assignment 05 Final Style Guide & Presentation | 2,4,5,6,7,8,9,10 | 20% |
| Total | 100% |
Grading Table
Standard Academic and Career Programs Grading Table
| Percentage |
Letter Grade |
GPA |
| 90-100 |
A+ |
4.33 |
| 85-89 |
A |
4.00 |
| 80-84 |
A- |
3.67 |
| 76-79 |
B+ |
3.33 |
| 72-75 |
B |
3.00 |
| 68-71 |
B- |
2.67 |
| 64-67 |
C+ |
2.33 |
| 60-63 |
C |
2.00 |
| 55-59 |
C- |
1.67 |
| 50-54 |
P |
1.00 |
| 0-49 |
F |
0.00 |
| |
DNW |
0.00 |
See the Academic Calendar for General Information including how to withdraw from course(s) and other regulations.
Disclaimer
Information contained in this course outline is correct at the time of publication. Content of the course is revised on an ongoing basis to ensure relevance to changing educational, employment and market needs. The instructor will endeavor to provide notice of changes to students as soon as possible. The instructor reserves the right to add or delete material from courses.