Identity & Branding

Background:
Identity design is the process of creating visuals and packaging for a company. Usually, the company has thought about its branding and what it means to the consumer -- the job of a designer is to translate that to successful visuals. 

Creating a business “identity” involves strategically and consistently applying your well defined business image (logo, layout themes, colors, etc.) across many types of media to generate top-of-the-mind recognition in your target audience. Identity is an important piece of the branding puzzle for most businesses and helps to enable customer response. (from TakeFlight)

Assignment:
Come up with a hip clothing brand, targeted at young adults aged 18-34. Create a logo and use linocut printmaking to create your design. 

Steps:

1. View and discuss professional business card and letterhead design
   
2. Come up with your business idea
3. Write a proposal for your brand.
4. Design your logo either on the computer or in a sketchbook. The size should be 4"x6"
5. Transfer your design to the linoleum blocks
6. Follow the demo in class on printmaking
7. Pass in 3 final prints
8. Scan in a print
9. Design your additional materials (letterhead, businesscard, final logo) in Illustrator.
10. Create a presentation using InDesign with all of those materials together. Upload the presentation to Drive.

Objectives:

1. Apply the principles of good design
   
2. Communicate the “personality” of a company
3. Analyze printmaking techniques
4. Study freelance design and how to be a successful independent business owner. 

Grading Criteria:

• Design (Visual Impact)
  
• Technical Quality
  
• Personal Investment
  
• Advertising