Weeks 10 to 13 · about 28 hours

Module 5: Your Own Brand

Objectives

Module 5 objectives. By the end of this module, you will be able to:

1. 5.1 Formulate a business name and design brief for a client using the word-association process. (Course Competency 4; Create)
2. 5.2 Generate at least 50 hand thumbnail concepts and refine the strongest four so each works in black alone. (Course Competency 4; Create)
3. 5.3 Design a finished mark, typeface and palette, each justified against the client’s audience and goals. (Course Competency 4; Create)
4. 5.4 Apply your identity to a press-ready business card and a three-panel Instagram campaign built on one grid. (Course Competency 2; Apply)

Overview

Choose a client, name the business, and build its identity: 50 hand thumbnails, a mark that works in black alone, a typeface and palette justified against the audience, a press-ready business card and a three-panel Instagram campaign.

Watch

• Word association and naming, worked live on one client (3 minutes, captioned)
• The press-ready business card: bleed, crop marks, CMYK, Preflight (5 minutes, captioned)
• Videos are posted in Canvas before the module opens.

Read

• WebAIM Contrast Checker
• Adobe Color, harmonies and accessibility tools

Practice

Run your palette through the WebAIM contrast checker before Step 4.

Assessment

• Your Brand Step 1: Client and Name: 10 points, Process Work; due Thu Apr 1 at noon
• Your Brand Step 2: Fifty Sketches: 10 points, Process Work; due Sun Apr 4 at noon
• Your Brand Step 3: Refine the Top Four: 10 points, Process Work; due Thu Apr 8 at noon
• Your Brand Step 4: Narrow, Type and Palette: 10 points, Process Work; due Sun Apr 11 at noon
• Your Brand Step 5: Final Logo: 30 points, Projects; due Thu Apr 15 at noon
• Your Brand Step 6: Press-Ready Business Card: 10 points, Process Work; due Sun Apr 18 at noon
• Your Brand Step 7: Three-Panel Instagram Campaign: 30 points, Projects; due Thu Apr 22 at noon

Critique

Comments name one principle and tie it to the client’s audience.

Due

• Your Brand Step 1: Client and Name: Discord Wed Mar 31; due Thu Apr 1; hard close Fri Apr 2, all at noon
• Your Brand Step 2: Fifty Sketches: Discord Sat Apr 3; due Sun Apr 4; hard close Mon Apr 5, all at noon
• Your Brand Step 3: Refine the Top Four: Discord Wed Apr 7; due Thu Apr 8; hard close Fri Apr 9, all at noon
• Your Brand Step 4: Narrow, Type and Palette: Discord Sat Apr 10; due Sun Apr 11; hard close Mon Apr 12, all at noon
• Your Brand Step 5: Final Logo: Discord Wed Apr 14; due Thu Apr 15; hard close Fri Apr 16, all at noon
• Your Brand Step 6: Press-Ready Business Card: Discord Sat Apr 17; due Sun Apr 18; hard close Mon Apr 19, all at noon
• Your Brand Step 7: Three-Panel Instagram Campaign: Discord Wed Apr 21; due Thu Apr 22; hard close Fri Apr 23, all at noon