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NAF Graphic Design

Lesson 13Identity Design

Student Resources

Resource Description

Student Resource 13.1 Deduction: Identity Design

Student Resource 13.2 Culminating Project Launch: Project Overview

Student Resource 13.3 Analysis: Sample Identity Design Collections

Student Resource 13.4 Note Taking: Creating an Identity Design

Student Resource 13.5 Reading: Creating an Identity Design

Student Resource 13.6 Tips: Communicating with Your Client

Student Resource 13.7 Example Identity Design Statement: Fisher-Price

Student Resource 13.8 Scenarios: Communicating a Style

Student Resource 13.9 Research: Exploring Identity Design Style Guides

Student Resource 13.10 Assignment Sheet: Identity Design Style Guide Proposals

Student Resource 13.11 Tips: Follow-up Email

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NAF Graphic DesignLesson 13 Identity Design

Student Resource 13.1

Deduction: Identity DesignStudent Names:_______________________________________________________ Date:___________

Directions: Look at the page your teacher has posted for each company, and see what you can deduce about the company and what it wants to communicate to its target market. Write your answers to the questions about the designs in the space provided.

Harley-Davidson What are the elements that make the identity consistent across the different pieces?

What can you deduce about this company’s services or products?

What can you deduce about this company’s values?

Why do you think the company chose the design elements that it chose?

What makes this design unique and memorable?

Netflix What are the elements that make the identity consistent across the different pieces?







Starbucks What are the elements that make the identity consistent across the different pieces?





Taco Bell What are the elements that make the identity consistent across the different pieces?







Target What are the elements that make the identity consistent across the different pieces?








Culminating Project Launch: Project Overview As you work on the culminating project for this course, you will take on the role of a graphic designer who designs and creates an identity design to represent the business or organization of your client. The driving question for all of your work on this project is, “How can we create a visual design and collateral materials that capture and communicate the identity of our client?”

You will need to draw on all that you already know about visual communication, target audiences, creative briefs, the principles of graphic design, and the elements of graphic design. First and foremost, keep your client’s needs in mind. Remember that you are providing a valuable service. An identity design that is professional, unique, and memorable could be the catalyst that gives your client the recognition it is seeking in its target market.

As you know, in the working world, whole teams of designers, each with specialized roles and responsibilities, work together to design identities. In this project, you will also work as part of a design team.

The work you do on this project should be something you are proud of. It will help you in your internship, college classes, and beyond. Add this project to your resume and to your design portfolio. Think of it as an important step on the road to career success!

Getting StartedTo begin, you will ask your client to provide the information you need to formulate a creative brief for your identity design. This creative brief will be a little different from the ones you have written so far, because you will need to capture the essence of who your client is and what it represents in visuals such as a logo. When you meet with your client’s representatives, you will have a chance to discuss what is most important to the client. It will be your job to use the elements of design (color, typography, and images) to visually communicate the essence of who your client is.

Project DeliverablesOver the course of this project, your group will work together to produce the following pieces:

A creative brief that clearly sets out all aspects of what the client is requesting

The identity design elements (color palette, typefaces, and image styles that define your client’s identity design)

A logo that your client can use on all printed collateral

Business cards

Letterhead

At least one additional type of printed collateral (such as a T-shirt, a package design, etc.) that adheres to the identity design

AssessmentEach individual project piece will be assessed against assessment criteria. Then, when you put all of the pieces together, the entire project portfolio will be assessed using a rubric. Your whole group will receive the same scores on these, so please do your best to be a reliable, effective, and contributing group member!



Presenting Your WorkAfter all the hard work of creating your client’s identity design portfolio is done, you will be eager to show it off. In addition to presenting your portfolio to your client, you will participate in a student portfolio review, where you will show your project portfolio to an invited audience that includes NAF academy advisory board members and professional graphic designers. This student portfolio review will be similar to student portfolio reviews that AIGA offers to students who want to get feedback on their work. This opportunity to practice presenting your work is invaluable for future portfolio presentations that you will need to do when you apply to schools, submit scholarship applications, or interview for internships and jobs.




Analysis: Sample Identity Design CollectionsStudent Names:_______________________________________________________ Date:___________

Directions: Collect sample printed materials from at least six different organizations or businesses, including materials from at least one organization or business that is the same type as your client. For each organization or business, gather at least three different types of printed collateral. Your samples might include business cards, letterheads, envelopes, packaging, ads, or bills, for example. Then answer the questions below about each company.

Name of business or organization:

1. What does the identity design tell you about the company?

2. What does the identity design tell you about the target audience?

3. How do elements of consistency and repetition create a common thread among all the pieces of printed collateral?

4. Is this identity design unique and memorable? Why or why not?

































Note Taking: Creating an Identity DesignStudent Name:_______________________________________________________ Date:___________

Directions: Review the questions below before the presentation. Then use these questions to guide you as you take notes on the presentation.

1. What is identity design?

2. What do you need to know about a business in order to create an effective identity design?

3. What do you need to know about the target market to create an effective identity design?

4. What types of information do you need about a company’s products or services?

5. What are the main elements of an identity design?

6. Why is it important to have well-defined color palettes?

7. What can the typeface communicate?

8. Why is it important to have images of the same style across all of a business’s collateral?

9. What do you think your culminating project client is likely to gain from having an identity design?




Reading: Creating an Identity Design

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.




Tips: Communicating with Your ClientDirections: Use the tips below to write an email to your client, customize the creative brief template for your client, and create a schedule. Make sure you work as a team and check each other’s work.

Email TipsMake sure to include the following in your email:

Introduce yourself and your team.

Explain that you need information about the business or organization and its target audience in order to create an identity design that will represent the business or organization effectively.

Explain that graphic designers use a form called a creative brief to collect information about the client. It is a sort of agreement with the client about who the client is, who the target market is, what specifically you will provide to the client, and what the schedule is.

Ask the client to complete the creative brief and bring it to the meeting. It will form the basis of your discussion.

Give the client specific information about the time and place of your meeting.

Make sure you attach the creative brief template that has been customized by your teammates before sending your email.

Tips for Customizing the Creative Brief Fill in the name of your high school and the names of your team members at the top of the page.

Fill in the name of your client’s business or organization and the date on the top line of the form.

Insert your client’s name and contact information in the top section. You should have a name, an email address, and a phone number. If you don’t have a phone number, ask the client to provide one during the meeting.

Read through the entire form and customize it for your client where necessary. (For example, where it says “business or organization,” change it to read “business” if your client has a business and “organization” if your client has an organization. In the section that talks about “products or services,” use the appropriate term.) Do everything you can to let clients know that you’ve already done some research on them.

When your teammate has filled out the timeline with all of the appropriate dates, copy it into the creative brief form.

Before saving the document, read through it to make sure there are no mistakes or omissions. Print out a copy for yourself and for each of your teammates. You will need this to take notes on during the client interview.

Timeline Tips Work with your teacher to get the correct dates for each event on the timeline.

After you enter all of the dates, read through the schedule carefully to make sure it makes sense. Ask your teacher about anything that doesn’t seem right.

Ask your teammate to paste the completed schedule into the customized creative brief. Review the completed document for accuracy and completeness.




Example Identity Design Statement: Fisher-PriceDirections: The following text is from the Fisher-Price website (http://archive.today/AqMZ1). It tells how the Fisher-Price company defines itself. These paragraphs are the essence of the company’s identity. Creating an identity design means taking information like this and making it visual. Follow your teacher’s instructions to come up with an identity design for Fisher-Price.

Fisher-Price—About UsOur WorkAs the most trusted name in quality toys, Fisher-Price® has been helping to make childhood special for generations of kids. While we’re still loved for our classics, our employees’ talent, energy and ideas have helped us keep pace with the interests and needs of today’s families. Now we add innovative learning toys, toys based on popular preschool characters, award-winning baby gear, and numerous licensed children’s products to the list of Fisher-Price favorites.

Our PhilosophyWe believe in the potential of children and in the importance of a supportive environment in which they can grow, learn, and get the best possible start in life. Our company supports today’s families with young children through our breadth of products and services that make early childhood more fun and enriching.

Diversity in Our WorkplaceTo be recognized as a premier employer of choice…enriched and enlightened by diversity in our workplace and community, seeking out and embracing the uniqueness each individual brings to our workplace. Fisher-Price is committed to attracting, developing and retaining the highest caliber talent and fully utilizing each person’s unique abilities to achieve superior business results.

We will achieve this vision by:

Treating “effective diversity management” as a core leadership competency and business priority.

Creating a workforce, at all levels, that reflects the diversity of our consumers and the population at large.

Assuring equal opportunity and fair employment practices.

Recognizing employees’ needs for work life balance and providing development opportunities that enable all employees to continually improve their capabilities and maximize their contributions.

Our ValuesIn keeping with our long-standing tradition of innovation, quality, durability, safety and good value, we offer products and services consumers can trust to improve their family’s lives. Through the power of teamwork, we challenge ourselves to strive for excellence and to exceed our consumers’ and partners’ expectations.




Scenarios: Communicating a StyleStudent Name:_______________________________________________________ Date:___________

Directions: Read each scenario carefully and underline the important things you learn about the style of the target market. Then answer the questions in the space provided.

Gym ScenarioThis gym is located in an industrial park and is surrounded by all kinds of business offices. The owner wants to attract her target market of young professionals who work out before or after work, or on their lunch break. She wants to communicate a style that is youthful, exhilarating, sleek, and refreshing.

Write down your ideas about how to communicate this style visually and connect emotionally with the target market.

Zoo ScenarioA zoo in a densely populated urban area wants to re-create its image to appeal to young families who live nearby. The target market is ethnically diverse working-class families. The zoo wants to communicate an environmentally friendly, exotic, fun, kid-friendly style.




Jewelry Store ScenarioA young woman who makes jewelry that appeals to high school girls has decided to open a store right in the neighborhood of your high school.

Describe the style that she might want to communicate.





Research: Exploring Identity Design Style GuidesStudent Name:_______________________________________________________ Date:___________

Directions: Access the identity design style guide your teacher assigned to your group. Follow the steps outlined below, and prepare to report back to your class what you find out about consistency in style.

Here is a list of the style guides your teacher may ask you to explore:

NYU – University Identityhttp://www.nyu.edu/employees/resources-and-services/media-and-communications/styleguide.html

Google Visual Assetshttps://www.behance.net/gallery/9028077/google-visual-assets-guidelines-part-1

Swedish Armed Forceshttp://issuu.com/castemelijn/docs/saf_designmanual

Skypehttp://issuu.com/bondo/docs/skype_brand_book_-_look

University at Albany Graphic Identity Manual http://www.designerstalk.com/uploads/corpid/Albany_Graphic_Identity_Manual_2.0.pdf

1. Scan the style guide, looking only at the headings and the illustrations.

a. Based on the headings, list at least six areas where this company or organization requires consistency in style.

b. What do you learn about consistency in style from the illustrations? Why do you think the illustrations are there?

2. What did you learn from the style guide you are researching that you want to apply to your own culminating project work?


http://www.designerstalk.com/uploads/corpid/Albany_Graphic_Identity_Manual_2.0.pdf

http://issuu.com/bondo/docs/skype_brand_book_-_look

http://issuu.com/castemelijn/docs/saf_designmanual

https://www.behance.net/gallery/9028077/google-visual-assets-guidelines-part-1

http://www.nyu.edu/employees/resources-and-services/media-and-communications/styleguide.html

http://www.nyu.edu/employees/resources-and-services/media-and-communications/styleguide.html



Assignment Sheet: Identity Design Style Guide Proposals

Directions: Follow the steps below to create three identity design proposals for your client. You will need to assign different tasks to each team member in your group. For example, you might want to have one person responsible for colors, another for typefaces, and a third for image style. One team member can work on creating color swatches while the others begin creating the other pages of the style guide. Remember to make best use of the skills of each team member. Read the assessment criteria at the end of this assignment sheet before you start work, and ask your teacher for clarification if you have any questions about how your work will be assessed.

Step 1: Write Your Positioning StatementRemember that your positioning statement is a short paragraph geared toward making sure everyone is on the same page in terms of what you want to communicate to the target market. Work with your group to synthesize the information you have in your creative brief into a concise positioning statement. Your positioning statement will be the same in each of your three proposals.

Step 2: Decide on Colors, Typefaces, and Image StylesFor each of your three proposals, you need to define:

Primary colors

Secondary colors

Accent color

Headline typeface

Body typeface

Image style

Your color palettes, typefaces, and image styles should visually communicate the message that your client wants the target market to hear.

Step 3: Create Your Color Swatches in PhotoshopFollow this procedure to create swatches in Photoshop, and then paste the swatches onto the color palette pages of your identity design style guide proposals.

1. Create a new Photoshop document in CMYK mode, 150 x 150 pixels, which is 1 x 1" at 150 ppi.

2. Using the Color Picker, enter the CMYK value you want for the swatch.

3. Fill the square with that color at 100% opacity.

4. Save each file as a JPEG.



Step 4: Create Your Identity Design Style Guide ProposalsMicrosoft Word is likely to be your best tool for creating your style guide (unless you have access to a page-layout program such as InDesign). With a little effort, you can create a professional-looking document in Word. Use a separate page for each item, and make it look as clear and clean as possible. Your identity design proposals should include the following pages:

Cover page: Write the name of the company or organization in the primary colors and headline typeface. Put the name of your team and the date in a color from the color palette and use the body typeface. You may want to include an image that uses your image style.

Positioning: Your positioning page is the same for all three proposals.

Primary colors: Create a separate “Primary Colors” page for each proposal, with swatches of the primary colors. Be sure to note their CMYK values, in addition to their RGB and Pantone values (these options can be found in Photoshop’s Color Picker). Write a sentence at the top of the page explaining why the colors are appropriate.

Secondary colors: Create a separate “Secondary Colors” page for each proposal, with swatches of the secondary colors. Be sure to note their CMYK values, in addition to their RGB and Pantone values (these options can be found in Photoshop’s Color Picker). Write a sentence at the top of the page explaining why the colors are appropriate.

Accent: Create a separate “Accent” page for each proposal, with swatches of the accent color. Be sure to note their CMYK values, in addition to their RGB and Pantone values (these options can be found in Photoshop’s Color Picker). Write a sentence at the top of the page explaining why the color is appropriate.

Headline typeface: Create a separate “Headline Typeface” page for each proposal, with the name of the font, the alphabet in upper- and lowercase, and the numbers 0 to 9. Write a sentence at the top of the page explaining why the typeface is appropriate.

Body typeface: Create a separate “Body Typeface” page for each proposal, with the name of the font, the alphabet in upper- and lowercase, and the numbers 0 to 9. Write a sentence at the top of the page explaining why the typeface is appropriate.

Image style: Write a sentence or two explaining the chosen image style, and then give two or three examples. You can use the same image style for all proposals if only one image style seems appropriate, or you can offer more than one choice.

Note that in the next lesson, you will create a logo and add it to your identity design style guide.

Make sure your proposals meet or exceed the following assessment criteria: 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, RGB, 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 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.




Tips: Follow-up EmailDirections: When you send your client your identity design style guide proposals, remember to include the following in your email.

If you haven’t already done so in writing, thank your client for taking the time to come to the client interview, and express how much you enjoyed meeting with him or her.

Present your identity design style guide to your client in a sentence or two. Highlight why you think it is really good.

Explain that your identity design style guide proposes three different color palettes, three typefaces, and an image style, and the client can choose from those.

Tell the client you need to set up a phone or in-person meeting to discuss his or her choices and clarify all details so that you can move ahead with the final version of the identity design style guide before you go on to develop the logo and other materials that are part of the project. Ask the client to email comments back to you by the date that is specified in the timeline, and suggest possible times for a meeting or phone call.

Remember to Cc your teacher on the email to your client.

Remember to attach your identity design style guide proposals.


Documents

curriculum.naf.orgcurriculum.naf.org/packaged/assets/downloads/shared... · Web viewDirections: Look at the page your teacher has posted for each company, and see what you can deduce