week one – Starting with the Fundamentals
lecture: Discussion of the design process, and the elements and principles of visual communication. interactive: Warmup exercise for representation and abstraction – visually exploring possibilities from a found object through a series of drawing exercises based on set of descriptive parameters.
optional homework: Further drawing and visual exploration from the found object.

week two – Exploring Concepts
lecture: The components of a branding system – how businesses present a consistent corporate brand message and personality to an audience, and how this visually represents the what, how, and why of a business.
interactive: Concept visualization exercises working toward an abstracted silhouette drawing as part of a logotype. Complementary writing exercise to broaden conceptual approaches.
optional homework: Exploring variations for a refined abstract drawing in black and white.

week three – Bringing it all Together
lecture: Basic typography, colour theory and the emotive qualities of colour, and combining type and imagery will be discussed.
interactive: Working from the visual and written concepts developed last class defining a name for a ficticious business, and combining typography and imagery for a visual identity.
optional homework: Exploration of logotype variations integrating the image and type.

week four – Considerations for a Successful Logotype
lecture: Visual hierarchy and principles of logo design (distinct and easily identifiable; memorable, timeless; versatile, and appropriate) will be discussed.
interactive: Considering the multitude of possibilities and combinations, and how to narrow this down.
optional homework: Logotype refinement through variations of visual hierarchy.

week five – Refine and Finalize
lecture: Rhetorical devices in visual communication. We will look at numerous case studies of brand identity and the development of visual identities.
interactive: Refining logotypes by finalizing details of the logo, type, and colour.
optional homework: Detailed and finalized logotype for the start of the next class.

week six – Putting it into Practice
lecture: Brand and packaging applications – we will review brand identity and applications to packaging. interactive: Utilizing a supplied template, creating a packaging prototype for retail distribution.