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Mark
Designing for Change
VISC 520 Junior & Studio Course |
Project 1 | Project 2 | Project 3 | Resources

L A U N C H
Choose an organization, business, audience, issue, student group, product, service, experience, campaign that needs a visual voice in this world.

A great idea that is trying to make itself be known. Something that has a great idea or mission, but people just don’t know about it. Care about it. Love it. Design the change it will be it wants to be. Visualize it…through branding and applying the brand to various touch points. Make it real. Design it some love.

or

R E F R E S H
Choose an established organization, business, service, experience or campaign that exists in this world but has lost touch, lost favor, is just part of the noise, lost direction with its mission or generally needs clarity, engagement or is a misread opportunity that could be better.

Design the change it could or should be. Visualize it…through branding, application of the brand to touch points and other visualization strategies.

Final Deliverables:
Brand Book (Strategy/Big Idea for Change and Standards)
Brand applied to atleast one application in each of the  following categories: Environmental - Signage or Wayfinding
Packaging - Display or Product
Social Media - posts, gifs, takeovers etc
Motion - animated logo, titles, bumpers etc.
Interaction - App, Kiosk, website, digital zines/books
Advertising -  Print, Outdoor Collateral - Matter, tickets, menus, maps, receipts, uniforms, vehicles etcPromotional - swag, totes, hats, keychains, cups etc


Schedule 

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TUE APR 23
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Brand Book Crit in 315. Be ready to place book on table and walk around and share.Must bring in printed book (can be smaller size and binder clipped...but we must be able to flip through)

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THU APR 18
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Review Application prints/mockups and Brand books we didn’t get to on Tuesday.

Check it OUT: Radical New Approach to Campaign Branding



Check it OUT: Simon Sinek on a Brand’s Why/Purpose



Homework:
Refinements to Brand Book printed out. Bind with binder clips so we can play with pagination.

Interesting “Edges/Trends” Mapping research. Try and set up your zag and how it connects to a larger “why” or trend in culture.
 

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TUE APR 16
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Brand Book Crit and Identity refinements.
Bring in updates to your Brand Board.

Examples: Google Drive Folder of Past Student Books

Homework:
Choose the most important application for your story for change. Design it for next class. Print out/mockup so we can interact with it.

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THU APR 11
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Jeremy is out of town. Workday and check in with Ryan.

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TUE APR 09
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 Meet in Room 315 for first 45 min 

(11:30-12:15)
1. Talk about Brand Books. Go over Brand Book Examples from previous semesters and how to present your new brand idea.

(12:30-2:20)
2. Review final logo/identity direction. Bring in a printed identity board of your project to get a snapshot of where you are at.

Include: Logos/Logotype, Color palette, Alternate marks, Typeface(s),
Brand Code, Zag Statement, keywords and simple applications (swag) to see it on stuff.


Homework:
Design an Brand Book for your Change. How will you set up your project, talk about it, what voice will it have? What visuals will you need to show the change that needs to happen? Create placeholder/wireframes/quick applications like (buttons, hats, shirts, stickers, flags, banners, etc) to test the identity (kit of parts) out, to play with pacing and create the wireframe of your book. At least 32 pages print and bind with binder clips use Jayhawk Ink if easier.

Use the visual research, diagramming, mapping and modeling we have done to set the context and to communicate the new brand concept you are proposing.

Include this type of stuff in the book:
Audit of Existing Business/Organization or Landscape (ex. Micro Loans)
Analysis of the Audit and statement of problem(s)
Graphing of Competition, Peer or Aspirational Brands
Brand Code
Zag Statement
F+D/T Diagram from the book Zag
User Path or Journeys
Scenarios
Personas or Audience Profiles
Brand Heroes
Your Brand’s Favorite Literary Passages or Quotes
Your Brand’s Personal Motto
What your Brand dreams at night?

Think about voice and how you can leader the reader through this opportunity by providing both overview and opportunity to dig deeper into the design choices and rationale you are putting forward.

Use the book to determine what things you want/need to make (applications) to tell the new brand story.

Examples:

Google Drive Folder of Past Student Books
New School Rebrand
ADC Rebrand
Experimental JetSet
US Army
VPA Brand Guidelines

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THU APR 04
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Inclass:
Review 2-3 directions. Print out a couple pages. First page...have your logo versions...Second page have your visual morphologies: studies of possible type treatments, color palettes and imagery. For each direction name it and have a list of key words that express it. These words could be from the style section of your Brand Code.

Homework:
Refinements to final logo/identity. Bring in a printed identity board of your project at this point. Can be multiple smaller prints.

Include: Logos/Logotype, Color palette, Alternate marks, Typeface(s),
Brand Code, Zag Statement, keywords and simple applications (swag) to see it on stuff.


Listen to this short podcast on 6 Rules of Storytelling by Pixar

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TUE APR 02
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Inclass:
Big Day to Review Lots of Work!
Logo/Logotype/Symbol/Identity sketches (150 minimum) 10 per page (multiple concepts of how you will express the big idea. Name the concepts.)

If you are not decided on a name, that is ok.
Try a few and see how they look.


Design/print a simple page that has your Brand Code, F+D/T diagram and your “our blank is the only blank” statement from the zag.pdf so we have a framework in which to crit the concepts. You tell us the context in which to look at your concepts.

Homework:
1. Refinements to Brand Code, F+D/T diagram, Zag Statement, mapping the context and further connecting of the dots between between strategy, positioning and the problems of the organization.

2. Refinements to Logos (2-3 final directions). For each explore color variations, vertical signature, horizontal signature (other alternate versions as needed). Test how it is working big (4 inches) and small (1 inch).

3. Create Morphologies (a study of structure or form) for each of your directions. Morphologies are useful for studying a range of alternatives. In this way, we set up contexts for feedback. Name each direction and for each direction do the following:

Write an associative wordlist and keyword definitions to get the visual ball rolling. Begin by stating your design goals by writing… So write a  Design objectives (or to suggest list…) ex. to suggest __________. These words could come from your Brand Code “Style” section.

Then find inspiration and force connections through…

Color Studies
Develop color studies. Elements of color should be developed with a clear understanding of how they are to function within the system. This means color is conceptual, aligning itself with the nature of the product or service, and also functional.

Typography Studies
Develop type studies. Consider carefully the conceptual relationship of the typography as it expresses the meaning of the text. Evaluate the subtle possibilities of character relationship and structural references created by the text and the type. CONSIDER: certain typefaces are designed for certain uses. Think about appropriateness. NUANCE.

Image Studies
Develop a portfolio of images which relate to the subject or the visual concept. CAREFULLY consider the communicative qualities of your choice and how that meaning aligns with the voice of the brand. Think STYLE. COLORS. FOCUS. POV. LENS. DEPTH. MISE-EN-SCENE.

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THU MAR 28
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Work in Progress Crits. (Names, Brand Codes, Logo Ideas...)

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TUE MAR 26
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Brand Code Due and any refinements to the F+D/T Diagram.

Homework Due for Thursday:
1. Create Naming “Lists”. 50 names.
Naming Resources: Naming Styles & Names that Zag

2.”Set” your names in different typefaces
How will this change you are designing live in the world. How will act? What will its voice be? It’s name can give it legitimacy, it can describe what it is, and what it stands for. Plus it can look great typographically. Upper case, lower case, kerning open, kerning tight, break up syllables, give different words hierarchy...

Homework Due for Next Tuesday:
3.Logo/Logotype/Symbol sketches (150 minimum) 10 per page. Multiple concepts of how you will express the big idea. Name the concepts.

Resources:
Alina Wheeler’s Brand Identity Methodology (Read the Designing Brand ID pdf, Especially section on Brand Architecture; Naming/Taglines; and The Big Idea )


Logo Workbook by Sean Adams, Noreen Morioka

Flexible vs. Logo-Centric

https://2x4.org/work/12/brooklyn-museum/

https://walkerart.org/magazine/walker-expanded

F l e x i b l e I d e n t i t y on BrandNew

Flexible Identities often own a:Relationship
Space
Movement
Angle
Color
Way of Framing something
Lens
Direction
System or Way of Doing Something or Organizing Something


Are they all played out?
http://sagmeisterwalsh.com/work/all/casa-da-musica/

http://sagmeisterwalsh.com/work/all/jewish-museum-identity/
http://sagmeisterwalsh.com/work/all/fugue-identity/
https://www.pentagram.com/work/the-baffler?rel=discipline&rel-id=10
http://www.hornallanderson.com/casestudy/give-local-love-a-national-stage

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THU MAR 21
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S.O.B.D. presentations to Wonderfair !!

Homework
Create the first draft of your “Brand Code” for Tuesday, March 26th. Design it, printout and be ready to share with the class.

Begin Naming Lists and Initial Logo/Symbol/Logotype/Identity sketches! 150 due in a little over a week. 

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TUE MAR 19
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A simple search of trends and/or “edges” will reveal current research of topics that your brand might connect with.

Refresh and Launch Presentations Due. Upload to server as pdf and be ready to present. Pay attention the the F+D/T diagram in ZAG...that really sums up the project opportunity and I really dig that diagram.

Homework:
Read Thomas Gad. 4-D Branding: Cracking the Corporate Code of the Networked Economy. Prentice Hall, 2001| 4D_BRANDING.pdf Especially the “Discovering New Dimensions” section & the “BRAND CODE”

Refine your F+D/T diagram.


Create the first draft of your “Brand Code” for Tuesday, March 26th. Design it, printout and be ready to share with the class.

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TUE MAR 12 — MAR 14
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No Class. Spring Break

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THU FEB 21 — THU MAR 07
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Secret Project “Black Diamond Blitz” with Wonderfair.

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TUE FEB 19
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Inclass: Card Sort
Using the cards given right down whatever pops into your head when asked the following questions. The goal is to get a “pile” of words you can sift through, prioritize and say ye or ney to.



1. What is currently getting you stoked? What are you into?
2. What do you like to design/make?
3. What is going on in the world that you care about?
4. What is strongest in your portfolio? weakest? (types of projects/skills)
5. What part of the design process do you prefer?
6. What industry would you like to work in?


Homework for over Spring Break 
Bring in a Launch and a Refresh idea to share with the class. Make a short slide presentation (10 slides max) that sets up the opportunity and communicate:

1. What the experience is currently (visuals!)

2. Why it needs refreshed or is a worthy new launch oportunity?     - What don’t they do very well? What could they do better?

3. How might you design for change? (what if?)  

4. Based on Zag reading....Fill out the F+D/T diagram for your project. What could be the focus? The difference? and how does that align with a trend that is happening in the world?

CHECK OUT: Fundraising decks from real startups https://attach.io/startup-pitch-decks/

Read: Marty Neumeier. Zag | | zag.pdf