COM 230 Final Project Guidelines and Rubric Overview The final project for this course is the creation of a portfolio of a designed logo and brand identity for a client. This course not only serves as...

COM 230 Final Project Guidelines and Rubric
Overview
The final project for this course is the creation of a portfolio of a designed logo and brand identity for a client.

This course not only serves as the second course in the Graphic Design program, but is also a core requirement in the BA Communication program. Whether you
are a graphic design student who already has exposure to the Adobe software platform or a communication student with little to no exposure, this course will
teach you the basics and fundamentals of Illustrator. You will learn about design composition and how various fonts, colors, texture, and layout choices create
visual and emotional impact. It is important to realize that if you are a graphic designer working for a client, you need to have a strong grasp of how to utilize
graphics and layout to communicate a message. By the same token, if you intend to be that client, you have to understand how to communicate and
collaborate with a graphic designer and ensure that what you are requesting to be created is possible and effectively and appropriately conveys the company’s
message and brand identity.

For the final project, you will create a logo and brand identity for a client, taking into consideration the needs and requirements of the client as well as applying
the psychology of design to communicate the message you intend to the client’s audience. You will utilize a variety of tools, including Illustrator, and scale your
logo for use on different stationery items. The final deliverable will be a portfolio, created in Illustrator and saved as a multi-page PDF document, and will include
your logo, the brand identity you created, the logo appearing in different formats, and, finally, a written rationale to explain your decisions.
This assessment addresses the following course outcomes:

 Communicate intended messages to target audiences effectively using a combination of graphics and type
 Utilize basic tools and functions of industry-standard software for creating visual communications
 Create visual communications using basic elements, psychology, and principles of design
 Employ scalable formats for various media for creating a variety of visual communications
Prompt
You will first select your client from the provided client design briefs and create a brand identity by designing a logo and implementing that logo into various
scalable formats and media.

The final piece will be a designed portfolio to be delivered to your selected client and will include the logo you designed in black and white and color formats,
uses of the logo symbol, logo do’s and don’ts, and applications of the logo into stationery items. The portfolio will also include the brand identity information by
labeling the fonts, color palette, and logo usage. The final portfolio needs to also include a written rationale (at least three paragraphs) at the end that describes
the design process, the psychology of design principles utilized, how your final designs communicate the brand message to the specified audience, and how your
final designs fit the client’s needs.
http://snhu-media.snhu.edu/files/course_repository/undergraduate/com/com230_new/16ew3_redevelopment/com230_client_design_briefs.pdf

Specifically, the following critical elements must be addressed:

I. Logo Design
Using Illustrator, you will need to create a vector logo design, combining a symbol and text that effectively communicates the brand message to the
target audience.
A. Select a typeface appropriate for the brand identity and apply an appropriate font design to the brand name.
B. Create a vector graphic (symbol, simple illustration, etc.) that provides the logo with a visual style appropriate for the brand identity.
Ensure your paths show smooth line quality.
C. Utilize color theory to create a color palette for your logo that is appropriate for the client.
D. Ensure that the logo symbol you create will be scalable and able to be applied to various media and formats.
II. Brand Identity
A. Specify color specifications (CMYK, RGB, Pantone, hexadecimal) and font selections that will designate the brand identity for the client.
B. Compose a variety of appropriate and inappropriate uses of the logo that would aid or impair its ability to communicate the client’s
brand identity. For instance, what merchandise or products would be suitable/not suitable to carry the logo?

III. Logo Application
For this section, the logo you created will need to be applied to various stationery items using Adobe Illustrator. Each of the items needs to be submitted
as a separate file.
A. Design your stationery using appropriate basic elements and principles of design (shape, line, space, color, emphasis, contrast, balance,
alignment, repetition, flow).
B. Scale your logo appropriately and apply it purposefully to your business card design.
C. Scale your logo appropriately and apply it purposefully to your letterhead design.
D. Scale your logo appropriately and apply it purposefully to your envelope design.

IV. Portfolio
The final portfolio to be delivered to your selected client needs to include the logo design, logo symbol usage, logo usage dos and don’ts, stationery
items, and brand identity. Be sure to save your portfolio in a multi-page format as a PDF.
A. Illustrate how the logo and logo applications meet the client’s needs using psychology of design principles. Provide examples to support
your response.
B. Discuss the message your logo communicates about the brand and how your design choices contribute to this.
C. Describe the intended audience of your logo and how the logo uses both graphics and type to communicate its message to the audience.
D. Design the portfolio using the basic elements and principles of design (shape, line, space, color, emphasis, contrast, balance, alignment,
repetition, flow) using brand identity specifications and elements.
Milestone One: Logo Design Concepts
Milestones
In Module Two, you will submit your thumbnail sketches. Read the client design briefs of four different clients. Choose one of the clients to work with
throughout this course. The client wants a new logo designed utilizing text and a symbol. Create 10 thumbnail sketches of different design ideas for the logo
design. Of the 10 sketches, select 3 to develop further into rough drafts using more detail and concept development. Thumbnails and rough drafts may be
designed by hand or using Illustrator, combining a symbol and text that effectively communicates the brand message to the target audience. You should be
thinking about typeface, scalability, and visual style. Please note that you will select a final design from this milestone, and you will need to develop the design of
your final logo using Illustrator in Milestone Two, which is submitted in Module Four. Please submit sketches in a PDF format. This milestone is graded with the
Milestone One Rubric.

Milestone Two: Final Logo Design
In Module Four, you will submit your final logo for your client design using Illustrator. At this stage, you will further refine one of your rough draft designs,
incorporating instructor feedback from Milestone One and thinking about typeface, font, visual style, and scalability. Or, if you are satisfied with your design,
you can choose one of your rough drafts as is to work with from this point forward. Regardless, all design work must now be done using Illustrator. You will
present your logo in black and white, and you will also demonstrate three different color palette ideas for your client’s final logo in RGB and CMYK format.
Utilize color theory to create a color scheme for your logo that is appropriate for the client. Provide RGB and CMYK color values for each color palette option.
This milestone is graded with the Milestone Two Rubric.

Milestone Three: Logo Usage
In Module Five, you will submit a design of the logo placed in a business card, letterhead, and envelope. Design your stationery and marketing pieces
using appropriate basic elements and principles of design (shape, line, space, color, emphasis, contrast, balance, alignment, repetition, flow). Scale your
logo appropriately and apply it purposefully to these stationery and marketing items. This milestone is graded with the Milestone Three Rubric.
Final Submission: Logo Portfolio
In Module Seven, you will submit a final designed multi-page portfolio using Adobe Illustrator. The final portfolio to be delivered to your selected client needs to
include the following: final logo design in black and white and color formats, logo symbol usage, logo usage do’s and don’ts, color specifications, font
specifications, and stationery items (letterhead, business card, envelope) with brand identity elements. Your final portfolio should include a written rationale for
how the logo and logo applications meet the client’s needs using psychology of design principles with examples to support your response. You will discuss the
message your logo communicates about the brand and how your design choices contribute to this. You will describe the intended audience of your logo and
how the logo uses both graphics and type to communicate its message to the audience. Design the portfolio using the basic elements and principles of design
(shape, line, space, color, emphasis, contrast, balance, alignment, repetition, flow) using brand identity specifications and elements. Be sure to save your
portfolio in a multi-page format as a PDF. It should be a complete, polished artifact containing all of the critical elements of the final project. It should reflect the
incorporation of feedback gained throughout the course. This submission will be graded using the Final Project Rubric.
Deliverables

Milestone Deliverable Module Due Grading
One Logo Design Concepts Two Graded separately; Milestone One Rubric
Two Final Logo Design Four Graded separately; Milestone Two Rubric
Three Logo Usage Five Graded separately; Milestone Three Rubric
Final Submission: Logo Portfolio Seven Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: The final portfolio will include the logo design, logo symbol usage, logo usage do’s and don’ts, stationery items and brand identity
elements, and written rationale, and it should be designed as a multi-page PDF document with a cover page, table of contents, and client overview.


Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Logo Design: Type Meets “Proficient” criteria, and Selects a typeface appropriate Selects a typeface for the brand Does not select a typeface for 7.92
Tool selection demonstrates for the brand identity and identity and applies a font the brand identity
considerable thought and applies an appropriate font design to the brand name, but
contemplation design to the brand name either the typeface selected or
font design is not appropriate
for the brand identity or brand
name
Logo Design: Vector Meets “Proficient” criteria, and Creates a vector graphic that Creates a vector graphic that Does not create a vector 7.92
Graphic the path shows excellent line provides the logo with a visual provides the logo with a visual graphic
quality that is smooth and style appropriate for the brand style for the brand identity, but
demonstrates advanced pen identity and ensures that the style is not appropriate for the
tool skills paths show smooth line quality brand identity or paths do not
show smooth line quality
Logo Design: Color Meets “Proficient” criteria, and Utilizes color theory to create a Utilizes color theory to create a Does not utilize color theory to 5.94
Palette color palette demonstrates an color palette for the logo that is color palette for the logo, but create a color palette for the
advanced awareness of color appropriate for the client the color selection is not logo
theory appropriate for the client
Logo Design: Scalable Meets “Proficient” criteria and Creates a logo symbol that is Creates a logo symbol that is Does not create a logo symbol 5.94
demonstrates an advanced scalable and able to be applied scalable, but format lacks ability that is scalable and able to be
awareness of scalability to a variety of media and to be applied to a variety of applied to a variety of media
requirements for using logo on formats media and formats and formats
a variety of media
Brand Identity: Color Meets “Proficient” criteria and Specifies color specifications Specifies color specifications Does not specify color 7.92
Specifications and demonstrates the color (CMYK, RGB) and font (CMYK, RGB) and font specifications (CMYK, RGB) and
Font Selections specifications in a professional selections that will designate selections that will designate font selections that will
way the brand identity for the client the brand identity for the client, designate the brand identity for
but one or more color formats the client
are missing
Brand Identity: Logo Meets “Proficient” criteria, and Composes a variety of Composes a variety of Does not compose a variety of 7.92
Appropriate and examples provided appropriate and inappropriate appropriate and inappropriate appropriate and inappropriate
Inappropriate demonstrate exceptional uses of the logo that would aid uses of the logo, but not all uses of the logo that would aid
insight into the possible uses or impair its ability to would aid or impair its ability to or impair its ability to
for the logo communicate the client’s brand communicate the client’s brand communicate the client’s brand
identity identity identity
Logo Application: Meets “Proficient” criteria and Designs stationery using Designs stationery using the Does not design stationery 5.94
Stationery demonstrates a sophisticated appropriate basic elements and basic elements and principles of using appropriate basic
application of basic elements of principles of design design, but not all are elements and principles of
and principles of design appropriate for the logo, design
stationery, or client
Logo Application: Meets “Proficient” criteria and Scales logo appropriately and Scales logo and applies it to the Does not scale logo for use on a 5.94
Business Card demonstrates a sophisticated applies it purposefully to the business card design, but size is business card
application in sizing logos to business card design not appropriate for stationery
relate a balanced composition format or does not apply the
logo purposefully
Logo Application: Meets “Proficient” criteria and Scales logo appropriately and Scales logo and applies it to the Does not scale logo for use on 5.94
Letterhead demonstrates a sophisticated applies it purposefully to the letterhead design, but size is letterhead
application in sizing logos to letterhead design not appropriate for stationery
relate a balanced composition format or does not apply the
logo purposefully
Logo Application: Meets “Proficient” criteria and Scales logo appropriately and Scales logo and applies it to the Does not scale logo for use on 5.94
Envelope demonstrates a sophisticated applies it purposefully to the envelope design, but size is not an envelope
application in sizing logos to envelope design appropriate for stationery
relate a balanced composition format or does not apply the
logo purposefully
Portfolio: Psychology Meets “Proficient” criteria and Illustrates how the logo and Illustrates how the logo and Does not illustrate how the logo 5.94
of Design Principles demonstrates an in-depth logo applications meet the logo applications meet the and logo applications meet the
understanding of how the client’s needs using psychology client’s needs using psychology client’s needs using psychology
audience views design of design principles and of design principles, but of design principles
provides examples to support illustration is cursory or
response examples provided do not
effectively support response
Portfolio: Message Meets “Proficient” criteria and Discusses the message the logo Discusses the message the logo Does not discuss the message 7.92
demonstrates an insightful communicates about the brand communicates about the brand the logo communicates about
awareness of the message the and how the design choices and how the design choices the brand and how the design
logo conveys contribute to this contribute to this, but choices contribute to this
discussion is cursory or contains
inaccuracies
Portfolio: Audience Meets “Proficient” criteria and Describes the intended Describes the intended Does not describe the intended 7.92
makes cogent connections audience of the logo and how it audience of the logo and how it audience of the logo and how it
between the graphics and type uses both graphics and type to uses both graphics and type to uses both graphics and type to
used to create the logo and the communicate its message communicate its message, but communicate its message
message it conveys description is cursory or
contains inaccuracies
Portfolio: Design Meets “Proficient” criteria, and Designs the portfolio using the Designs the portfolio using the Does not design the portfolio 5.94
portfolio is created in an basic elements and principles of basic elements and principles of using the basic elements and
exceptionally professional design using brand identity design, but does not use brand principles of design
manner specifications and elements identity specifications and
elements
Articulation of Submission is free of errors Submission has no major errors Submission has major errors Submission has critical errors 4.96
Response related to citations, grammar, related to citations, grammar, related to citations, grammar, related to citations, grammar,
spelling, syntax, and spelling, syntax, or organization spelling, syntax, or organization spelling, syntax, or organization
organization and is presented in that negatively impact that prevent understanding of
a professional and easy-to-read readability and articulation of ideas
format main ideas
Total 100%
May 04, 2021

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