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NAF Graphic Design

Lesson 13Identity Design

Teacher Resources

Resource Description

Teacher Resource 13.1 Guide: Recruiting Clients for the Culminating Project

Teacher Resource 13.2 Timeline: Culminating Project Work

Teacher Resource 13.3 Examples: Identity Designs (separate PDF file)

Teacher Resource 13.4 Rubric: Identity Design Portfolio

Teacher Resource 13.5 Presentation and Notes: Creating an Identity Design (includes separate PowerPoint file)

Teacher Resource 13.6 Source File: Identity Design Creative Brief (separate Word file)

Teacher Resource 13.7 Example: Culminating Project Identity Design Style Guide (separate PDF file)

Teacher Resource 13.8 Assessment Criteria: Identity Design Style Guide

Teacher Resource 13.9 Prompts: Learning Objective Reflection (separate PowerPoint slide)

Teacher Resource 13.10

Key Vocabulary: Identity Design

Teacher Resource Bibliography: Identity Design

Copyright © 2011–2015 NAF. All rights reserved.

NAF Graphic DesignLesson 13 Identity Design

Resource Description

13.11




Guide: Recruiting Clients for the Culminating ProjectFinding the right clients for the culminating project can be challenging. This resource provides some recommendations from an experienced design teacher that might be helpful to you.

Potential ClientsYou will need to find clients who would like to have a new identity design for their business or organization. It’s okay to enlist clients who already have an identity design with a color palette and logo if they agree to have students start from scratch developing a new identity design for them. The following type of clients would be good choices:

School clubs: For example, a computer club, a foreign language club, a business professionals club, or a forensics team can all use a solid identity to make themselves known around the school.

School or academy business partners: This is a way that students can contribute to existing partnerships.

Small businesses or startups: Try contacting small-business groups in your community. They often have workshops for people interested in starting a small business. People who are just starting to develop a business would be ideal clients. You might also look in the local newspaper classifieds for a listing of businesses that have recently filed a Fictitious Business Name.

Community organizations and service projects: Many community organizations such as senior centers, musical groups, soup kitchens, and tutoring services could benefit from an identity design.

Client ResponsibilitiesWhen you are recruiting clients, explain to them that they will have the following roles and responsibilities:

The client should have a genuine need for an identity design, a logo, business cards, and other printed materials that represent the business or organization.

The client will be asked to fill out a creative brief explaining the client’s needs and providing information about the business or organization before an initial meeting with students.

The client will need to come to the school to discuss the creative brief with the students and answer questions.

During the four weeks that students are working intensely on their projects (in Lessons 13 and 14), clients will need to review each of the elements of the project and provide feedback in one or two days. Most of the project elements are small, so the review time should be fairly short, but it is extremely important that clients get feedback to students in a timely manner so that students can continue to advance on their project every day.

The client will be asked to sign off on final delivery of the identity design portfolio and attend the student portfolio review event that will take place at the end of the course.

Usage RightsIt may be important to agree on usage rights for the final artwork in the initial contact with prospective clients. Who will own the artwork?




Timeline: Culminating Project WorkNote the key dates when students will be giving the client materials for review and the dates when they need materials back from the client. The table below notes the lesson number and class period where each project piece is completed in the NAF lesson plan. You will of course have to adapt the schedule to your particular situation, depending on how the lesson activities fit into your class periods.

Item Delivery to Client Date Client Return Date

Identity design colors, typography, and image style roughs

Lesson 13: Class Period 8 (This is the last class period in Lesson 13.)

Lesson 14: Class Period 2

Logo roughs Lesson 14: Class Period 3 Lesson 14: Class Period 5

Final logo Lesson 14: Class Period 6 Not applicable

Business card and letterhead roughs

Lesson 14: Class Period 6 Lesson 14: Class Period 8

Final business card and letterhead

Lesson 14: Class Period 9 Not applicable

Additional printed collateral roughs

Lesson 14: Class Period 8 Lesson 14: Class Period 10

First delivery of complete product Lesson 14: Class Period 10 Lesson 15: Class Period 2

Final delivery date and student portfolio review

(date, time, and venue of your student portfolio review)




Rubric: Identity Design PortfolioStudent Names: ________________________________________________________ Date: _________

Exemplary Solid Developing Needs Attention

Meeting Client Requirements

Portfolio successfully achieves all requirements set forth in client brief, and all materials are clearly suited for the target audience.

Portfolio successfully achieves most requirements set forth in client brief, and most materials are clearly suited for the target audience.

Portfolio successfully achieves some requirements set forth in client brief, and some of the materials are suited for the target audience.

Portfolio does not meet requirements set forth in client brief, and most of the materials are not suited for the target audience.

Visual Communication of Identity

All of the materials in the portfolio work together to create a professional identity that can be recognized immediately. The colors, typefaces, images, and style of each item form an integral part of the whole.

Most of the materials in the portfolio work together to create a professional identity that can be recognized immediately. The colors, typefaces, images, and style of almost every item form an integral part of the whole.

Some of the portfolio materials work together to create a professional identity, but instant recognition is lacking, or colors, typefaces, images, or style are not effective. The materials do not all work together to form a whole.

The materials in the portfolio do not work together to create a professional identity. There are issues with colors, typefaces, images, and style.

Style Guide The color palettes, typeface choices, and image style all work together to communicate the client’s message to the target audience. These elements are well suited for use in the logo and other identity design collateral.

Most of the color palettes and typeface choices and image style work together to communicate the client’s message to the target audience. Most of these elements are well suited for use in the logo and other identity design collateral.

Some of the choices for color palettes, typeface, and image style work together, but the message to the target audience is not clearly communicated. Not all of the design choices work well with the logo and other identity design collateral.

The color palettes, typeface choices, and image style do not work well together and do not communicate the client’s message to the target audience. These elements are not suited to the logo and other identity design collateral.

Logo The logo is simple, memorable, and unique. It tells an engaging story and is well suited to the target audience. Color, typeface, and image are used quite effectively.

The logo has at least two of the three qualities simple, memorable, and unique. It tells a story that the target audience is likely to understand. Color, typeface, and image are used effectively.

The logo has at least one of the qualities simple, memorable, and unique. The story the logo tells is not totally clear. At least one element—color, typeface, or image—is used effectively.

The logo is not simple, memorable, or unique. The logo doesn’t tell a story. Color, typeface, and image are not used effectively.




Business Card Color and typeface are used effectively and are consistent with the identity design style guide. Basic principles of graphic design are used effectively and visual hierarchy is correct. The card is sized correctly, and all information is complete and accurate.

Color and typeface are used effectively and are consistent with the identity design style guide, with no more than one exception. There is no more than one error in observing the basic principles of graphic design and visual hierarchy. The card is sized correctly, and all information is complete and accurate.

Color and typeface are used effectively and are consistent with the identity design style guide, with no more than two exceptions. No more than two errors exist in observing the basic principles of graphic design and visual hierarchy. There may be one or two errors in how the card is sized and in the accuracy and completeness of information.

Color and typeface are not consistent with the identity design style guide. Basic principles of graphic design and visual hierarchy are not adhered to. The card is not sized correctly, and there are errors in the accuracy and completeness of information.

Letterhead Color and typeface are used effectively and are consistent with the identity design style guide. Basic principles of graphic design are used effectively. The paper is sized correctly, and all information is complete and accurate.

Color and typeface are used effectively and are consistent with the identity design style guide, with no more than one exception. There is no more than one error in observing the basic principles of graphic design. The paper is sized correctly, and all information is complete and accurate.

Color and typeface are used effectively and are consistent with the identity design style guide, with no more than two exceptions. No more than two errors exist in observing the basic principles of graphic design. There may be one or two errors in how the paper is sized and in the accuracy of information.

Color and typeface are not consistent with the identity design style guide. Basic principles of graphic design are not adhered to. The paper is sized incorrectly and there are errors in the accuracy of information.

Additional Design Item

Color, typefaces, and images are used effectively and are consistent with the identity design style guide. Basic principles of graphic design are used effectively. The final product is neat, clear, and precise.

Color, typefaces, and images are used effectively and are consistent with the identity design style guide, with no more than one exception. There is no more than one error in observing the basic principles of graphic design. The final product is neat, clear, and precise.

Color, typefaces, and images are used effectively and are consistent with the identity design style guide, with no more than two exceptions. No more than two errors exist in observing the basic principles of graphic design. Elements of neatness, clarity, and precision are lacking.

Color, typefaces, and images are not consistent with the identity design style guide. Basic principles of graphic design are not adhered to. The final product lacks neatness, clarity, and precision.




Thumbnails and Roughs

Thumbnails and roughs show an exceptional amount of visual thinking and creativity as the foundation for the final products.

Thumbnails and roughs show obvious visual thinking and creativity as the foundation for the final products.

Some of the thumbnails and roughs show visual thinking and creativity as the foundation for the final products, while others are not a good match.

Thumbnails and roughs are missing, or they do not show evidence of visual thinking and creativity.

Additional Comments:

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________




Presentation Notes: Creating an Identity Design

Before you show this presentation, use the text accompanying each slide to develop presentation notes. Writing the notes yourself enables you to approach the subject matter in a way that is comfortable to you and engaging for your students. Make this presentation as interactive as possible by stopping frequently to ask questions and encourage class discussion.

This presentation explains how to create an identity design that visually communicates the essence of a business or organization.



An identity design is the set of graphic design elements such as logos, colors, and typography that an organization uses consistently on all of its materials so that people will recognize the organization and be able to distinguish it from others. Companies use an identity design to communicate their values, their activities, and the way they do business. A clear identity design that is used consistently on all company materials portrays an image of professionalism and competence.

The logo is the most important piece for instant recognition. But using the same color palettes, typefaces, and image style across all materials also helps establish a recognizable identity.



A creative brief helps you understand your client’s identity. Include sections in the creative brief that ask clients to tell you what is most important to them. Make sure you understand what a client wants his or her identity to portray.



Core values are the principles that guide an organization’s internal conduct and its relations with those outside. Many companies have a mission statement that summarizes their core values.

Business practices are the methods, procedures, and rules that an organization follows in order to meet its objectives. Businesses are usually very proud of their core values and their business practices, and they want to communicate them to their target market. An identity design is a means of visually communicating the essence of the business.



In addition to learning about the age, income, interests, and geographic location of the target market, you need to know what people in the target market are thinking and to define what the client wants them to think. Then figure out how to create an identity design that changes the way the target audience thinks about the business or organization.



The images, colors, and typefaces in these logos work together to communicate something about the products.



An identity design needs to work on different types of media. What works on letterhead may be too complex for employee T-shirts. And what works on a website may need to be adapted for a newsletter. Before you create an identity design, work with the client to identify all of the types of media the organization plans to use to communicate with the target market. Incorporating the identity across various media conveys a consistent message.



Once you are clear on what your client wants to convey to the target market about its business and its products or services, you can encapsulate this information in a positioning statement and then translate the information into an identity design. Your identity design defines the logos, typefaces, colors, and image style that will be used for all of the business’s communication channels.

Use the list on this slide as a checklist for what you include in your identity design style guide.



A positioning statement ensures that all of the identity design stakeholders are on the same page. This includes the graphic designer who creates the identity design and the people at the business who will use it on all of their collateral. The CEO, the marketing department, customer relations, and many others need to be on board with the identity design.

Here is a sample positioning statement:

Salad-in-a-Box offers a unique solution for young professionals who want a healthy, tasty lunch that they can eat at their desk or on the go. Salad-in-a-Box is made from the freshest ingredients and is stocked fresh in corporate office vending machines every morning. Each salad box includes a mix of fresh organic salad fixings, dressing on the side, and a freshly baked seven-grain roll. The attractive, biodegradable salad boxes with the green Salad-in-a-Box logo are a sign of quality that speaks to the target market.



Colors convey an image and emotion that characterizes a business or organization. When colors outside the approved palettes are used, this can confuse the target audience and weaken visual recognition. The primary, secondary, and accent color palettes need to include enough colors to allow the business to develop all of the graphics that it might need to represent its products and services. It is also important to think about all of the background colors of different media. For example, if something needs to be printed on black, will the color palette still work?



Typefaces do more than spell words. Used consistently, they can in themselves become images or symbols of an identity.

When choosing typefaces, it’s important to consider whether fonts will only be used in printed documents or whether they must also display effectively on the web and on mobile devices. Some fonts work much better in print than on a web page, for instance.

Even though it is easy to use almost any font on a website, clients who have an existing site may not want to make changes to fonts, especially for body copy. Designers often have to work within limits imposed by existing material.



How is the visual image of the business best captured? The image style should answer this question. For example, a college campus might define its image style like this:

• Photos in horizontal and vertical formats

• Portray interaction among students and faculty

• Portray diversity (race, gender, age)

• Portray visually pleasing campus settings

• Portray student life



The identity design you create for your client can be an invaluable tool. An effective identity design is a statement that persuades the target market to stand up and take note. It makes it easy for customers and potential customers to identify and recognize the business. The work you do on your culminating project could very well create a new beginning for your client.




Assessment Criteria: Identity Design Style GuideStudent Names:______________________________________________________________

Date:_______________________________________________________________________

Using the following criteria, assess whether students met each one.

Met Partially Met

Didn’t Meet

The positioning statement clearly states what the client wants to communicate to the target market. It reflects the essence of what is written in the client brief.

□ □ □

The primary, secondary, and accent color palettes are presented in all three proposals. The color swatches are neatly presented with their CMYK, RBG, and Pantone numbers. Reasoned explanations tell why the colors work effectively for the identity design.

□ □ □

The headline and body typefaces are presented in all three proposals. The name of the fonts and the upper- and lowercase alphabets and numbers look attractive and neat on the page. Reasoned explanations tell why the typefaces work effectively for the identity design.

□ □ □

The image style is clearly explained. The style is an effective choice for visually communicating the client’s message to the target audience. The examples clearly illustrate the chosen style.

□ □ □

The identity design style guide proposals are well laid out, neat, and professional looking. All pages have a consistent style and layout. There are no spelling or grammatical errors.

□ □ □

Additional Comments:

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________




Key Vocabulary: Identity Design

Term Definition

business principles The methods, procedures, and rules that an organization follows in order to meet its objectives.

core values The principles that guide an organization’s internal conduct and its relations with those outside. Many companies have a mission statement that summarizes their core values.

identity design A systematic visual program that distinguishes an organization or business. It is a means for communicating the organization’s values, activities, and method of doing business. A clear identity design that is used consistently on all company materials portrays an image of professionalism and competence.

identity design style guide A set of guidelines that specify how an organization’s visual identity is to be applied to establish a consistent visual appearance.

target market The market that a business or organization wants to reach with its products or services.




Bibliography: Identity DesignThe following sources were used in the preparation of this lesson and may be useful for your reference or as classroom resources. We check and update the URLs annually to ensure that they continue to be useful.

PrintGraham, Lisa. Basics of Design Layout & Typography for Beginners, 2nd ed. Clifton Park, NY: Delmar Cengage Learning, 2005.

Hembree, Ryan. The Complete Graphic Designer. Beverly, MA: Rockport Publishers, 2008.

Landa, Robin. Graphic Design Solutions, 3rd ed. Clifton Park, NY: Thomson Delmar Learning, 2006.

Williams, Robin. The Non-Designer’s Design Book, 3rd ed. Berkeley, CA: Peachpit Press, 2008.

OnlineAIGA: The Professional Association for Design, http://www.aiga.org/ (accessed July 2, 2015).

Cass, Jacob. “Vital Tips for Effective Logo Design.” Smashing Magazine, August 26, 2009. http://www.smashingmagazine.com/2009/08/26/vital-tips-for-effective-logo-design/ (accessed July 2, 2015).

Iconic Logo Designers, http://www.logosdesigners.com/ (accessed July 2, 2015).

“Logo and Brand Identity.” Designers Talk, http://www.designerstalk.com/forums/logo-brand-identity/ (accessed July 2, 2015).

Raster Vector Free Images, http:// www.rastervector.com/resources/free/free.html (accessed July 2, 2015).

Wikimedia Commons, http://commons.wikimedia.org/wiki/Main_Page (accessed July 2, 2015).

“World’s Finest Selection of Logos.” Goodlogo!com, http://www.goodlogo.com (accessed July 2, 2015).


http://www.goodlogo.com/

http://commons.wikimedia.org/wiki/Main_Page

http://www.rastervector.com/resources/free/free.html

http://www.designerstalk.com/forums/logo-brand-identity/

http://www.logosdesigners.com/

http://www.smashingmagazine.com/2009/08/26/vital-tips-for-effective-logo-design/

http://www.aiga.org/

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curriculum.naf.orgcurriculum.naf.org/packaged/assets/downloads/shared/gr… · Web viewSmall businesses or startups: Try contacting small-business groups in your community. They