Michael Konetzka

This is an advanced studio course focusing on developing the methodology and skill sets required to shape a comprehensive visual identity system for commercial application. Students explore various practical facets of identity development: research, communication strategy, visual form, graphic standards, and implementation, with particular emphasis on mark-making, testing and refinement. Multiple approaches to identity design are examined and explored, including static, iterative, dynamic and kinetic systems. Suggested readings and screenings vary and may include excerpts from Graphic Design, Now in Production (Blauvelt, 2011), Designing Brand Identity (Wheeler, 2013), Marks of Excellence (Mollerup, 2013), Logo Design Love (Airey, 2015), Signs and Symbols, Their Design and Meaning (Frutiger, 1978), Graphic Design/The New Basics (Lupton, 2015), and Saul Bass?s Bell System Pitch. The identity work of major branding firms, such as Pentagram, Sagmeister, and Chermayeff & Geismar & Haviv are examined as well as the work of independent, highly regarded design professionals. Students will work on a progressive sequence of assignments as a way to build skills, learning and confidence in a didactic manner, culminating in a large-scale identity system, prepared for professional grade presentation.

This is an advanced studio course focusing on developing the methodology and skill sets required to shape a comprehensive visual identity system for commercial application. Students explore various practical facets of identity development: research, communication strategy, visual form, graphic standards, and implementation, with particular emphasis on mark-making, testing and refinement. Multiple approaches to identity design are examined and explored, including static, iterative, dynamic and kinetic systems. Suggested readings and screenings vary and may include excerpts from Graphic Design, Now in Production (Blauvelt, 2011), Designing Brand Identity (Wheeler, 2013), Marks of Excellence (Mollerup, 2013), Logo Design Love (Airey, 2015), Signs and Symbols, Their Design and Meaning (Frutiger, 1978), Graphic Design/The New Basics (Lupton, 2015), and Saul Bass?s Bell System Pitch. The identity work of major branding firms, such as Pentagram, Sagmeister, and Chermayeff & Geismar & Haviv are examined as well as the work of independent, highly regarded design professionals. Students will work on a progressive sequence of assignments as a way to build skills, learning and confidence in a didactic manner, culminating in a large-scale identity system, prepared for professional grade presentation.