WWW.FI.MUNI.CZ
Graphic Design 2
Daniel Echeverri
daniel.echeverri@mail.muni.cz
PV083/01 Tue 10:00–11:50
PV083/02 Wed 14:00–15:50
Office Hours: Mon 14:00-16:00 / Tue 14:00–16:00
Please email me first to schedule meeting.
Objectives
This course is a follow-up to the course Graphic Design I. It focuses
on corporate identity and creating a graphic manual. At the end of
the course students: - will know how to design a symbol, logotype,
and their combination; - will be able to apply pictograms and logotype
to various media; - will understand the principles of graphical
manual design; - will gain the practical experiences with various
graphics tools.
Learning Outcomes
A student will be: - orientated in a corporate design terminology;
- know how to design a symbol or logotype or their combination; be
able to apply symbol or logotype to various media; – create an
electronic version of design manual; – able to reproduce print data; gain
the practical experiences with various graphics tools in Adobe
Illustrator, InDesign, and Photoshop.
Teaching Methods
Work in studio: Assignment, consultation, working on the
assignment (usage of graphic software), assignment completion.
Students consult the assignment with teachers and take their
remarks into account. Final digital presentation.
General Brief:
You will be designing for the same client through the semester (with
a little twist at the end). Your client is a fictional character inspired
by the life and work of a real „famous“ person born between the
15th and 18th centuries. You will build this fictional character based
on the traits of an existing person but recontextualizing their work
and life to the early 21st century.
You can come up with exciting and funny stories that will give you
clues on what the branding for your client will be. For instance,
Ludwig van Beethoven, composer, and pianist, in the 21st century,
would probably be a famous DJ resident in one of Ibiza‘s biggest
club, an Instagram influencer, or maybe an acclaimed phono audiologist
battling children‘s auditive issues at a highly reputed medical
center in Germany.
It is up to you who your client will be, consider that somehow
your character conducts a business, sells a product, or provides
a service. While we have three assignments, the work on the logo
itself continues through the 13 weeks, with different iterations and
improvements.
Some suggestions, but feel free to come up with your own:
1. Nikola Tesla: inventor, engineer, and futurist
2. Katsushika Hokusai: printmaker and artist
3. Lizzie Magie: game designer and writer
4. Lisa del Giocondo: noblewoman
5. Catherine the Great: empress, stateswoman, and patron of the
arts
6. Queen Nzinga: queen and diplomat
7. Blackbeard: pirate
8. Simon Bolivar: a military and political leader
9. Peggy Shippen: spy
MASARYK UNIVERSITY
FACULTY OF INFORMATICS
BOTANICKÁ 554/68A, 602 00 BRNO, CZECH REPUBLIC
Assignment 1: Logo Design
Duration: 5 weeks
Description: In this first assignment, you will create the identity of
your client. You will start by conducting research about your character’s
inspiration and later making a design brief. This brief must
include:
• Information about the business your character conducts
• The target audience and industry
• Values that will be assigned to your character’s brand, their products,
or services.
With the research and brief complete, you will develop the logo
for your client. Creating this logo includes, of course, conducting
research and finding inspiration that will inform your design. This
process is long and requires thorough exploration and iteration of
different ideas and concepts. The logo MUST contain a typographic
element (monogram or a wordmark) and an iconographic or pictographic
element (pictorial or abstract).
To submit:
• A3 application of the logo in color, black and white, and negative.
Submit PDF and printed
• Original Illustrator file
• Scans or photos of the process
Assignment 2: Corporate Identity Manual
Duration: 4 weeks
Description: Imagine now that your client has approved one of
the logos you submitted. It is now time to present your client with
their own identity manual. In this manual, you will state the brand’s
personality and story, the voice, and the guidelines of use. These
guidelines include color palette and variations, proportions and grid,
size, space, and typography/lettering. You are free to provide other
details you consider relevant to your client’s brand.
To submit:
• A5 size of the identity manual. Submit in PDF and printed.
• Original Illustrator file
• Scans or photos of initial sketches
Assignment 3: Application and branding
Duration: 4 weeks
Description: It is time to apply the brand in real life. It is time to
consider branding applications in collaterals, stationery, spaces,
and other requirements your client’s industry needs (cars, trucks,
packing, t-shirts, etc.). The minimum required elements for this assignment
are a basic stationery package (business card, letterhead,
envelope), and a basic social media package (Facebook or Twitter
profile), and the homepage of your client’s website. If you want to
get extra credit, also consider designing a space for your client (an
office, a shop, a studio…) or the design of other collateral like packages,
posters, or a full-page newspaper ad.
To submit:
• A3 size file in PDF format.
• Original Illustrator file
• Scans or photos of initial sketches
• Mockup (sketched and final)
WWW.FI.MUNI.CZ
Assignments
MASARYK UNIVERSITY
FACULTY OF INFORMATICS
BOTANICKÁ 554/68A, 602 00 BRNO, CZECH REPUBLIC
WWW.FI.MUNI.CZ
MASARYK UNIVERSITY
FACULTY OF INFORMATICS
BOTANICKÁ 554/68A, 602 00 BRNO, CZECH REPUBLIC
Assignment Wk Activities Design topics Homework
Assignment 1:
Logo design
1 1. Introduction: Course structure,
objectives, and rules.
2. Description of the semester’s
assignments.
3. Assignment 1 Briefing
4. Start thinking about your client.
Research and inspiration
Reference Lecture
Introduction to Logo
Design
1. Who is your client? Be prepared to present
your client’s inspiration and story briefly.
Who is she/he? What does she/he do? What
traits are you bringing to your 21st
client?
2. Research. Create the design brief:
business, audience, industry, and product/
service
2 1. Group discussion: This is my client
3. Start exploring/sketching ideas
(none) 1. Initial wordmark. Be ready to present at
least three different ideas. Explore different
typographies and applications/variations/
layouts.
2. Required: You must watch Saul Bass’s
pitch for AT&T logo redesign: https://www.
youtube.com/watch?v=xKu2de0yCJI
3 1. Consultation: Initial ideas for the
wordmark
2. In-class work: Refine ideas for the
wordmark
Reference lecture:
the grid.
1. Select the best wordmark and continue
iterating.
2. Apply wordmark to the grid.
2. Start thinking about color application.
4 1. Consultation / Small group critique
(Students– Prof) / (Student–Student)
2. In-class work: exploring iconographic
components of the brand.
Design with the grid.
Reference lecture:
Working with a
global company– Coca-Cola
case study.
1. Consider possible combinations of wordmark
and pictogram.
2. Prepare three different color combinations.
Look at your initial research and inspiration.
Include black and white and negative appli-
cations.
5 1. Group discussion: This is my
client’s brand.
Initial pitch, feedback, and critique
about your logo proposal.
None 1. Develop a final idea and prepare a submission
file. (Submit next class)
2. Required watch: How to create a great
brand name
https://www.youtube.com/watch?v=rzbXht-
7MJVM
Assignment 2:
Corporate Identity
Manual
6 1. Assignment 2 brief
2. Structuring the manual.
3. In-class work: First pages of the
manual: logo variations and color
palette
Show and tell: Identity
manuals from
across the world.
1. Complete: variations (horizontal, vertical,
wordmark only, pictograph only). Present color
palette in CMYK, RGB, Pantone, and HEX
7 1. Consultation: logo variations and
color palette
2. In-class work: proportions and grid,
size, space.
(none) 1. Complete: proportions and grid, size,
space
8 1. Consultation: proportions and grid,
size, space
2. In-class work: Do’s and Don’t
(none) 1. Complete: do’s and dont’s
9 1. Group discussion: This is my
client’s corporate identity.
(none) 1. Finalize and print manual (Submit next
class).
WWW.FI.MUNI.CZ
MASARYK UNIVERSITY
FACULTY OF INFORMATICS
BOTANICKÁ 554/68A, 602 00 BRNO, CZECH REPUBLIC
Bibliography
Required literature
22nd International Biennale of Graphic Design in Brno 2006
:poster/corporate identity/information and advertising graphics
: 13.6.-15.10.2006. Brno: Moravská galerie v Brně, 2006. 220 s.
ISBN 80-7027-150-7. info
The rise of asian design. Hong-Kong: HKDA Awards, 2005. 483
s. ISBN 9889705478. info
Corporate identity 4 :an international compilation of corporate
identity programs : ein internationale auswahlvon identitätsonzepten:
panorama international des concepts d‘identité
institutionnelle. New York: Graphis, 2001. 249 s. ISBN 1-888001-
70-4. info
The best in world trademarks :corporate identity : brand identity.
Seoul .: Millim Publishing Company, 2000. 295 s. ISBN 89-
951198-2-9. info
Not specified
18th International Biennale of Graphic Design : poster, corporate
identity, information and advertising graphics : Uměleckoprůmyslové
muzeum, Pražákův palác, Místodržitelský palác,
24.6.-27.9. 1998 (Souběž.) : 18. mezinárodní bienále grafického
designu :. info
20th International Biennale of graphic design Brno 2002 :
poster, corporate identity, information and advertising graphics
: Brno capital of visual communication 2002 (Souběž.) : 20. mezinárodní
bienále grafického designu Brno 2002 : plakát, firemní,
inf. info
LIDWELL, William, Kritina HOLDEN and Jill BUTLER. Univerzální
principy designu : 125 způsobů jak zvýšit použitelnost a přitažlivost
a ovlivnit vnímání designu. Vyd. 1. Brno: Computer Press,
2011. 272 s. ISBN 9788025135402. info
SUTNAR, Ladislav. Ladislav Sutnar v textech : (mental vitamins).
Edited by Iva Knobloch. Praha: Uměleckoprůmyslové museum,
2010. 267 s. ISBN 9788071010951. info
Reviewing graphics in Britain. Edited by Marc Valli - Richard Brereton.
New York: Actar, 2010. 288 s. ISBN 9788496954786. info
Stationery design now! : stationery all over the world = Briefpapier
aus der ganzen Welt =Papier à lettres du monde entier.
Edited by Julius Wiedemann - Jürgen Dubau - Valérie Lavoyer.
Köln: Taschen, 2010. 383 s. ISBN 9783836518970. info
ZÁRUBA, Alan, Michal RICHTR and Dagmar KOUDELKOVÁ.
CI.CZ 1990-2007 : firemní styl v České republice. Edited
by Tomáš Machek. Praha: CI.CZ,s.r.o., 2008. 234 s. ISBN
9788025418352. info
Short‘N‘Strong : taste the real italian corporate identity! Translated
by Antonietta Sciuva. Modena: Red Publishing, 2008. 312 s.
ISBN 9788888492100. info
STOKLOSSA, Uwe. Advertising : new techniques for visual seduction.
Edited by Thomas Rempen, Translated by David Wilson.
London: Thames & Hudson, 2007. 270 s. ISBN 9780500513408.
info
Logomania : italien signs. Edited by Carlo Branzaglia, Translated
by Antonietta Sciuva. Modena: Red Publishing, 2006. 287 s.
ISBN 8888492054. info
SVOBODA, Václav. Corporate identity : učební text. 1. vyd. Zlín:
Univerzita Tomáše Bati, 2004. 67 s. ISBN 8073181061. info
WHEELER, A. Designing brand identity: a complete guide to creating,
building, and maintaining strong brands. 1st ed. Hoboken,
N.J.: John Wiley & Sons, 2003. 229 pp. ISBN 0-471-21326-8. info
FIELL, Charlotte and Peter FIELL. Graphic design for the 21century
: 100 of the world‘s best graphic designers. Köln: Taschen,
2003. 637 s. ISBN 3822816051. info
Japanese graphics now! Edited by Gisela Ruth Kozak - Julius
Wiedemann. Köln: Taschen, 2003. 607 s. ISBN 3822825891. info
American corporate identity 2003. Edited by David E. Carter.
New York: Harper Collins International, 2002. 320 s. ISBN
0060081252. info
MYERSON, Jeremy and Graham VICKERS. Rewind forty years of
design & advertising. London: Phaidon Press Limited, 2002. 512
s. ISBN 0714842710. info
MORGAN, Conway Lloyd. Logos :logo, identity, brand, culture.
Crans-Pres-Celigny: Rotovision, 1999. 160 s. ISBN 2-88046-328-
9. info
MOLLERUP, Per. Marks of excellence : the history and taxonomy
of trademarks. London
Assignment Wk Activities Design topics Homework
Assignment 3:
Application and
branding
(group/individual
project)
10 1. Assignment 3 brief
2. “Hand-in your brand” (Surprise!).
3. In-class work: Stationary package
Reference Lecture
Corporate Identity:
MTA, Shell, Ferrari.
1. Complete stationary package
11 1. Consultation: Stationary package.
2. In-class work: Social media profile
application
(none) 1. Complete social media application
12 1. Consultation: Social media pack-
age.
2. In-class work: Homepage mockup
(none) 1. Complete homepage mockup.
13 1. Final critique (none) 1. Refine any deliverables and prepare to
submit the final artwork in week 15.