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How can we begin to communicate a complex idea or action using an economical combination of words, type, and image?


Identity design is a critical skill practiced by graphic designers. Before an entity (be it a company, organization, or cause) can create collateral, launch websites, pitch products or conduct campaigns, that entity must have a well-conceived identity. A well-conceived identity is not just a memorable mark (logo); it is also a considered synthesis of language and typography, image and environment. For this unit, students will attempt to encapsulate a socially responsible cause (e.g. light pollution or eliminating land mines) using a simple yet sophisticated combination of words, type, and image. The resulting logotypes or logos may serve as a catalyst for further investigation into identity systems, messaging, or audience engagement.

Learning objectives

– Communicate a complex issue using minimal language or form (identity design)
– Add layers of meaning or content to your identity (create an identity system)
– Explore unconventional methods and media for promoting your identity (engagement)

One-week assignment

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Extended portion

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4 Unit 10: Rich Rose   b 2

2 Responses to “Unit 10: Overview, Readings and Assignment”

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