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COM 230 Final Project Guidelines and Rubric Overview The final project for this course is the creation of a portfolio of a designed logo and brand identity for a client. This course not only serves as the second course in the Graphic Design program, but is also a core requirement in the BA Communication program. Whether you are a graphic design student who already has exposure to the Adobe software platform or a communication student with little to no exposure, this course will teach you the basics and fundamentals of Illustrator. You will learn about design composition and how various fonts, colors, texture, and layout choices create visual and emotional impact. It is important to realize that if you are a graphic designer working for a client, you need to have a strong grasp of how to utilize graphics and layout to communicate a message. By the same token, if you intend to be that client, you have to understand how to communicate and collaborate with a graphic designer and ensure that what you are requesting to be created is possible and effectively and appropriately conveys the company’s message and brand identity. For the final project, you will create a logo and brand identity for a client, taking into consideration the needs and requirements of the client as well as applying the psychology of design to communicate the message you intend to the client’s audience. You will utilize a variety of tools, including Illustrator, and scale your logo for use on different stationery items. The final deliverable will be a portfolio, created in Illustrator and saved as a multi-page PDF document, and will include your logo, the brand identity you created, the logo appearing in different formats, and, finally, a written rationale to explain your decisions. This assessment addresses the following course outcomes: Communicate intended messages to target audiences effectively using a combination of graphics and type Utilize basic tools and functions of industry-standard software for creating visual communications Create visual communications using basic elements, psychology, and principles of design Employ scalable formats for various media for creating a variety of visual communications Prompt You will first select your client from the provided client design briefs and create a brand identity by designing a logo and implementing that logo into various scalable formats and media. The final piece will be a designed portfolio to be delivered to your selected client and will include the logo you designed in black and white and color formats, uses of the logo symbol, logo do’s and don’ts, and applications of the logo into stationery items. The portfolio will also include the brand identity information by labeling the fonts, color palette, and logo usage. The final portfolio needs to also include a written rationale (at least three paragraphs) at the end that describes the design process, the psychology of design principles utilized, how your final designs communicate the brand message to the specified audience, and how your final designs fit the client’s needs. http://snhu-media.snhu.edu/files/course_repository/undergraduate/com/com230_new/16ew3_redevelopment/com230_client_design_briefs.pdf Specifically, the following critical elements must be addressed: I. Logo Design Using Illustrator, you will need to create a vector logo design, combining a symbol and text that effectively communicates the brand message to the target audience. A. Select a typeface appropriate for the brand identity and apply an appropriate font design to the brand name. B. Create a vector graphic (symbol, simple illustration, etc.) that provides the logo with a visual style appropriate for the brand identity. Ensure your paths show smooth line quality. C. Utilize color theory to create a color palette for your logo that is appropriate for the client. D. Ensure that the logo symbol you create will be scalable and able to be applied to various media and formats. II. Brand Identity A. Specify color specifications (CMYK, RGB, Pantone, hexadecimal) and font selections that will designate the brand identity for the client. B. Compose a variety of appropriate and inappropriate uses of the logo that would aid or impair its ability to communicate the client’s brand identity. For instance, what merchandise or products would be suitable/not suitable to carry the logo? III. Logo Application For this section, the logo you created will need to be applied to various stationery items using Adobe Illustrator. Each of the items needs to be submitted as a separate file. A. Design your stationery using appropriate basic elements and principles of design (shape, line, space, color, emphasis, contrast, balance, alignment, repetition, flow). B. Scale your logo appropriately and apply it purposefully to your business card design. C. Scale your logo appropriately and apply it purposefully to your letterhead design. D. Scale your logo appropriately and apply it purposefully to your envelope design. IV. Portfolio The final portfolio to be delivered to your selected client needs to include the logo design, logo symbol usage, logo usage dos and don’ts, stationery items, and brand identity. Be sure to save your portfolio in a multi-page format as a PDF. A. Illustrate how the logo and logo applications meet the client’s needs using psychology of design principles. Provide examples to support your response. B. Discuss the message your logo communicates about the brand and how your design choices contribute to this. C. Describe the intended audience of your logo and how the logo uses both graphics and type to communicate its message to the audience. D. Design the portfolio using the basic elements and principles of design (shape, line, space, color, emphasis, contrast, balance, alignment, repetition, flow) using brand identity specifications and elements. Milestone One: Logo Design Concepts Milestones In Module Two, you will submit your thumbnail sketches. Read the client design briefs of four different clients. Choose one of the clients to work with throughout this course. The client wants a new logo designed utilizing text and a symbol. Create 10 thumbnail sketches of different design ideas for the logo design. Of the 10 sketches, select 3 to develop further into rough drafts using more detail and concept development. Thumbnails and rough drafts may be designed by hand or using Illustrator, combining a symbol and text that effectively communicates the brand message to the target audience. You should be thinking about typeface, scalability, and visual style. Please note that you will select a final design from this milestone, and you will need to develop the design of your final logo using Illustrator in Milestone Two, which is submitted in Module Four. Please submit sketches in a PDF format. This milestone is graded with the Milestone One Rubric. Milestone Two: Final Logo Design In Module Four, you will submit your final logo for your client design using Illustrator. At this stage, you will further refine one of your rough draft designs, incorporating instructor feedback from Milestone One and thinking about typeface, font, visual style, and scalability. Or, if you are satisfied with your design, you can choose one of your rough drafts as is to work with from this point forward. Regardless, all design work must now be done using Illustrator. You will present your logo in black and white, and you will also demonstrate three different color palette ideas for your client’s final logo in RGB and CMYK format. Utilize color theory to create a color scheme for your logo that is appropriate for the client. Provide RGB and CMYK color values for each color palette option. This milestone is graded with the Milestone Two Rubric. Milestone Three: Logo Usage In Module Five, you will submit a design of the logo placed in a business card, letterhead, and envelope. Design your stationery and marketing pieces using appropriate basic elements and principles of design (shape, line, space, color, emphasis, contrast, balance, alignment, repetition, flow). Scale your logo appropriately and apply it purposefully to these stationery and marketing items. This milestone is graded with the Milestone Three Rubric. Final Submission: Logo Portfolio In Module Seven, you will submit a final designed multi-page portfolio using Adobe Illustrator. The final portfolio to be delivered to your selected client needs to include the following: final logo design in black and white and color formats, logo symbol usage, logo usage do’s and don’ts, color specifications, font specifications, and stationery items (letterhead, business card, envelope) with brand identity elements. Your final portfolio should include a written rationale for how the logo and logo applications meet the client’s needs using psychology of design principles with examples to support your response. You will discuss the message your logo communicates about the brand and how your design choices contribute to this. You will describe the intended audience of your logo and how the logo uses both graphics and type to communicate its message to the audience. Design the portfolio using the basic elements and principles of design (shape, line, space, color, emphasis, contrast, balance, alignment, repetition, flow) using brand identity specifications and elements. Be sure to save your portfolio in a multi-page format as a PDF. It should be a complete, polished artifact containing all of the critical elements of the final project. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded using the Final Project Rubric. Deliverables Milestone Deliverable Module Due Grading One Logo Design Concepts Two Graded separately; Milestone One Rubric Two Final Logo Design Four Graded separately; Milestone Two Rubric Three Logo Usage Five Graded separately; Milestone Three Rubric Final Submission: Logo Portfolio Seven Graded separately; Final Project Rubric Final Project Rubric Guidelines for Submission: The final portfolio will include the logo design, logo symbol usage, logo usage do’s and don’ts, stationery items and brand identity elements, and written rationale, and it should be designed as a multi-page PDF document with a cover page, table of contents, and client overview. Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value Logo Design: Type Meets “Proficient” criteria, and Selects a typeface appropriate Selects a typeface for the brand Does not select a typeface for 7.92 Tool selection demonstrates for the brand identity and identity and applies a font the brand identity