Overview
“The single letter is frequently used by designers as a distinctive graphic focal point for a brandmark. The letter is always a unique and proprietary design that is infused with significant personality and meaning. The letterform acts as a mnemonic device, e.g., the “M” for Motorola, the “Q” for Quest Diagnostics. The Westinghouse mark by Paul Rand represents the ideal marriage of letterform and symbolism.” – Designing Brand Identity, pg. 56
Objectives
- Investigate the use of letters to communicate a meaningful message
- Understand letters as symbols and symbols as letters
- Explore the use of figure/ground to distill information
- Develop design process
- Refine drawing skills as an integral part of design thinking
- Increase proficiency of using software to manipulate and integrate type with objects
Assignment
Design two letterform marks for an Abilene-based client/company. (Do not use yourself as the client – we will get to that later!) This requires some investigation into the client/company in order to gain a better understanding of the brand they represent.
As a part of the design process, answer the following questions and post to the blog on the date specified under “Schedule & Deadlines”:
- Name of client/company
- What do they do (product made, service provided, etc.)
- What makes them different and/or important?
- Who needs to know about them and why?
- How could their current mark improve?
Some of this information may difficult to find and/or determine; however, since this is an academic project, use your imagination to define some of the brand attributes for your design. In this assignment, the goal is to communicate the brand clearly and concisely through the use of a single letter (or multiple letters). The addition and incorporation of graphic elements is allowed as long as it does not become predominate on the mark.
Process:
- Sketches: 15 minimum for each mark
- Reading: Designing Brand Identity, pgs. 2-53, 56-57
- Writing: 1 post and 2 comments (see Writing Requirements)
- Rough Comps: B&W and color version for each mark at the final required size, not mounted
Requirements of final letterform marks:
- Two marks for the same client
- Design both black & white (no mid-tones or gradients) and color versions for each mark
- Each mark needs to fit within a 5″ square with 1″ margin on each side
Final Deliverables
Final Composition:
- Arrange each mark (both b&w and color versions) on individual black matboards
- Matboard size (for each mark): 15″ x 9″ (landscape orientation)
- Place 5″ x 5″ b&w mark on the left and 5″ x 5″ color mark on the right
- 2″ margin around entire piece, 1″ between b&w and color versions
- Put your name on the back of each matboard
Process Documentation:
Neatly organize the following process documents in a report binder with your name on it.
- Photocopies of sketches (15 min. for each mark)
- Rough comps
Digital Files:
Upload the following items to the class dropbox in the myACU files system:
- PDF of each mark – both color and b&w versions (4 total)*
*prefix each file with your ACU username followed by an underscore (ex: bly95s_letterform 1.pdf)
Schedule & Deadlines
- Wed., Feb. 1: Project assigned
- Fri., Feb. 3: Submit information on client/company and three examples of letterform marks used as inspiration to class discussion blog.
- Mon., Feb. 6: Work day
- Wed., Feb. 8: Work day
- Fri., Feb. 10: Rough comps due, Critique
- Mon., Feb. 13: Work day
- Wed., Feb. 15: Final Presentation/Critique of project, blog post due by class
- Fri., Feb 17: Turn in all deliverables, blog comments due by class
Grading Criteria
Project = 15% of final course grade
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