Brand New Brand

About this course: This course is the culmination of the Graphic Design Specialization and gives you an opportunity to tie together your knowledge and skills into a single project: a brand development guide for a company you will invent. This course takes you through the entire design process, from ideation to creation to presentation. Through the guide, you will be creating and giving a visual identity to an imaginary start-up company, and applying that visual identity to a number of forms. You will also develop a logotype and accompanying graphic palette to visually represent your company, as well as apply that design to a number of different applications to see it at work.

Created by:  California Institute of the Arts

• Taught by:  Michael Worthington, Faculty, Program in Graphic Design

  School of Art

Basic Info Course 5 of 5 in the Graphic Design Specialization Commitment 6 weeks of study, 3-5 hours per week Language English Hardware Req Adobe Creative Suite (InDesign, Photoshop and/or Illustrator) and a desktop or laptop computer. How To Pass Pass all graded assignments to complete the course. User Ratings 4.9 stars Average User Rating 4.9See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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California Institute of the Arts CalArts has earned an international reputation as the leading college of the visual and performing arts in the United States. Offering rigorous undergraduate and graduate degree programs through six schools—Art, Critical Studies, Dance, Film/Video, Music, and Theater—CalArts has championed creative excellence, critical reflection, and the development of new forms and expressions.

Syllabus


WEEK 1


Ideation: Invent Your Client
In this module you will choose an area your start-up company works in, create a written (fake) history of your company, define company idealogical goals and philosophy, brainstorm for naming ideas and name your company.


6 videos, 6 readings expand

1. Video: Course Welcome
2. Reading: About the Capstone
3. Reading: What you need to take this course
4. Reading: What is a Brand Development Guide?
5. Reading: Setting up your project
6. Discussion Prompt: Introductions First
7. Reading: Introduction to Week 1
8. Video: Overview of Project
9. Video: Invent Your Client
10. Video: Fake Your History
11. Video: Unpack your adjectives...
12. Video: The Name Game
13. Reading: Recommendations for peer review (Week 1)
14. Peer Review: Invent Your Client

WEEK 2


Visualization: Make Your Fake
In this module you will carry out visual research of reference material for your start-up's identity. You will create digital “mood boards” to show the look and feel and visual direction of your company's identity.


2 videos, 2 readings expand

1. Reading: Introduction to Week 2
2. Video: In The Mood
3. Video: Developing Your Identity Manual
4. Reading: Recommendations for peer review (Week 2)
5. Peer Review: Make Your Fake

WEEK 3


Logotype: Brand Your Brand
In this module you will learn how to create a logotype for your company, with emphasis on finessing typographic forms.


4 videos, 1 reading expand

1. Reading: Introduction to Week 3
2. Video: Shapes of Letters, Shapes of Words
3. Video: Typographic Skeletons
4. Video: Customizing Letters
5. Video: Variations and Refinement
6. Peer Review: Brand Your Brand

WEEK 4


Palette: Expand Your Brand
In this module you will be extending the palette of your brand identity by creating a suite of elements for your start-up company: color palette, visual mark, secondary typefaces, imagery/forms and a secret ingredient.


5 videos, 1 reading expand

1. Discussion Prompt: Checking In
2. Reading: Introduction to Week 4
3. Video: Adding Color
4. Video: Adding a Mark/Icon
5. Video: Adding a Secondary Typeface
6. Video: Adding Imagery
7. Video: Adding a Secret Ingredient
8. Peer Review: Expand Your Brand

WEEK 5


Application: Apply Your Brand
In this module you will be using your extended palette, or suite of elements, to create a set of design pieces that showcase the identity for your imaginary start-up company.


1 video, 1 reading expand

1. Reading: Introduction to Week 5
2. Video: Brand Applications and Mock-ups
3. Peer Review: Apply Your Brand

WEEK 6


Publication: Display Your Brand
In this module you will be reworking and refining your identity components. You will be finishing and refining the design of your Brand Development Guide and submitting it for the final.


1 video, 1 reading expand

1. Reading: Introduction to Week 6
2. Video: Brand Development Guide

Graded: Display Your Brand

WEEK 7


Final Review
We will be wrapping things up this week and reviewing our peers' work.


1 reading expand

1. Reading: Introduction to Week 7