Through the generation of marks, symbols, logotypes and their applications, this course discusses the practical and aesthetic concerns surrounding corporate branding and identity systems.
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Student Work: Rings of Association Branding Project
In this project, Miami students used a brainstorming technique called Rings of Association to define a business, its target audience, and its positioning strategy based on one of the five words:
Eule (German for Owl)
Hane (Norwegian for Rooster)
Kafer (German for Beetle)
Pesce (Italian for Fish)
Volpe (Italian for Fox)
Once this initial brand strategy was established, each student’s hypothetical company became a client in search of a new logo, stationery system, and small promotional piece.
(assignment originally developed by Peg Faimon)
Rings of Association: Whaley
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Rings of Association: Biel
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Rings of Association: Carter
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Rings of Association: Yagley
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Student Work: Flex It
“The words corporate branding bring to mind solid unwavering marks, accompanied by fat imperious style guides. Participatory culture disassembles such elite singular logos, giving them over to a new breed of designers who revel in the fluctuating, unpredictable form of the flexible mark. Using modules and templates, they build identity systems that empower users, overturning top-down hierarchies long reinforced by modernist design principles. Let’s turn a static mark upside down.” —excerpt from project brief
For this assignment, each Miami student selected an existing static identity and redesigned it as a flexible mark.
Romano: Flickr Redesign
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Whaley: Playhouse in the Park Redesign
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Frangopoulos: BDG Redesign
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Biel: Cincinnati Zoo Redesign
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Mackin: Wexner Center for the Arts Redesign
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Drumm: Aer Arann identity
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Student Work: Orbit packaging project for Interbrand
Miami students worked with Interbrand to develop value packs for Orbit gum.
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