Overview
This project continues the exploration of different types of brandmarks, specifically those that incorporate the brand name in their creation. The challenge, besides designing a visually striking brandmark, is to discern which type of mark is most effective for the client. Please refer to the previous project and/or your text for a description of the different types of brandmarks. Here’s a good online resource with examples of each.
Assignment
For this assignment, you will develop a brandmark for a fictional US-based luxury accessory retailer. Concurrently, a group of upper-level interior design students are designing the retail store space for the same fictional companies. Please refer to this document (PDF) for more information about the retailer.
Step 1: Each of you will be assigned one of the following potential business names.
- Chatoyer: Amy, David, Evan and Jennifer
- Zyro: Brittany, Jenny, Jordan and Ryan
- N. Morangie: Chase, James, Leeanna, Mallory and Tenchis
- Bennett’s: Ashley, Aubree, Keith, Philip and Zack
- US Brands: Coach, Kate Spade, Michael Kors, Donna Karen, Kenneth Cole and Lauren by Ralph Lauren
- International Brands: Bottega Veneta, Céline, Chanel, Chloé, Dior, Fendi, Goyard, Gucci, Hermés, Louis Vuitton, Miu Miu, Prada and Yves Saint Laurent
- Inspiration from the interior design students (PDFs)
Step 4: Start Designing! (You’ve probably already started this by now.) Project requirements are as follows:
Process:
- Inspiration
- Sketches (15 min. for each mark)
- Rough comps (one for each mark, black & white)
- Writing: 1 blog post and 2 comments (see writing requirements)
Product:
- Design two different marks.
- Each mark must incorporate the brand name.
- Design both black & white (no mid-tones or gradients) and color versions for each mark.
Final Deliverables
Final Composition:
- Arrange each mark (both b&w and color versions) on individual black matboards
- Matboard size (for each mark): 21″ x 12″ (landscape orientation)
- Place 8″ x 8″ b&w mark on the left and 8″ x 8″ 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
- Create a sheet with marks at three different sizes. We will discuss this more later.
Process Documentation:
- Inspiration posted to the discussion blog.
- Place photocopies of sketches (15 min. for each mark) in a report binder with your name on it.
Digital Files:
Combine all marks into a single PDF* and upload to the class dropbox in the myACU files system.
*prefix file with your ACU username followed by an underscore (ex: bly95s_brandmark 2.pdf)
Schedule & Deadline
- Mon., Mar. 5: Introduce project
- Wed., Mar. 7: Post inspiration to discussion blog. (Make sure to label the type of mark – wordmark, pictorial mark, abstract mark or emblem)
- Fri., Mar. 9: Work day
- Mar. 12 – 16: No class (Spring Break)
- Mon., Mar. 19: Work day
- Wed., Mar. 21: Rough comps due, Critique
- Fri., Mar. 23: Color palette selected, Work day
- Mon., Mar. 26: Final presentation/critique, blog post due by class
- Wed., Mar. 28: Turn in all deliverables, blog comments due by class
Grading Criteria
Project = 15% of final course grade
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