This course builds on Graphic Design I and II. It serves as an introduction to icon, package, and campaign design. It focuses on design phases from concepts, the final stages, working with clients, to working as a agency.
Students will learn how a design moves from pitch deck, to design approval, to mechanical art creation and through hands-on exploration of the brand design development from a design agency strategy.
Did you ever think about how an icon of a heart can mean more than one thing? How it can be a literal stand-in for the anatomical organ in our chests, but can also be used as an analogue for what that organ represents? As Huey Lewis so aptly put it, “that’s the power of love.” Or, the power of an effective icon. Whatever.
From health apps to wayfinding signage, icons help us navigate the world. Icons guide us, warn us, and inform us. They track our pulse, they point the way to the train station, and heck, they even let us know how to change a hawk into a little white dove…
So, now that we know what an icon is, and have a basic understanding of how to use them, now’s the time to put our thinking caps on and apply some basic icon building strategery.
First, we’ll start with simplicity. As we mentioned in our Intro to Icons, an icon is a simplified illustration. But just how simple does it need to be?
Well, answering this question is not always simple.
Icons balance the conceptual with the actual; they must communicate while remaining clear and concise. Using only simple shapes and lines, an icon of a house must capture and represent the essence of every house.
While iconography is ubiquitous, it’s not always “universal”. Meaning can vary wildly from culture to culture, or even from industry to industry, so you’ll have to think through how to choose the right visual metaphor.
When you decide to use an icon, you need to consider who interacts with it and where. Are you communicating to a kindergartner or a nuclear physicist? Are they sitting in a greasy spoon diner perusing a menu, or at the airport frantically looking for a bathroom? Are they checking their email inbox, or is their vintage Macintosh about to explode? (No need to duck for fear of computer shrapnel just yet, friend. All will be made clear soon enough…)
It’s a simple network of horizontal and perpendicular lines that provide literal guidelines for drawing icons. Icon grids define an icon’s size and dimensions while providing key shapes and secondary constraints to ensure consistency.
Icons can be segmented into plenty of different styles and style variations.
In the beginning, you have to stay away from constraints, time, clients, and deadlines as much as you can, so they don’t stop you from exploring and discovering the true beauty of icon design. Your first icon set should reflect something you're passionate about. Otherwise, how are you going to enjoy the whole process of creating it?
You could describe a BRAND as an organization, product, or service with a personality that is shaped by the perceptions of the audience. Je Bezos, owner of Amazon and subsequently the world's richest man, said it best: "A brand is literally what people say about your business when you're not in the room". Basically, everything they think and feel, which is why branding is so important.
Just like there are many different types of brands, there are lots of different types of branding out there. Branding isn’t one-size-fits-all; the most effective strategies are highly personalized to the companies, groups, and creators using them. That’s because it’s all about personality.
Brand development is a strategic process of creating and distinguishing your company’s image, products and services from your competitors.
The development includes aligning your brand with your business objectives, communicating your brand to your target market, and updating or strengthening your brand as necessary.
Brand development is ongoing, with goals acting more or less as benchmarks, signifying new ideas and products as your company grows. Therefore, your strategy may evolve through the years as culture changes and you reach new audiences.
Three core principles form the foundation a design system. Intended to guide everything you do, it's important to follow them at all times and avoid upsetting the balance of the design. Here's a quick summary.
Scale - Visual Hierarchy
Color - Color Psychology
Let’s discuss the role of packaging in the brand-building process.
Imagine yourself standing in the aisle of a grocery store, scanning the shelves and trying to decide which product brand to buy.
This critical moment for brands and the purchasing process is often won or lost because of packaging.
In this section, we’ll explore how packaging can play a powerful role in shaping consumer perceptions of brands and influencing buying decisions.
On average, 10% of a product's retail price comes from package development, design, and materials.
It is one of the most important parts of product planning.
Creating packaging doesn’t have to be scary.
As a designer, you know that there’s still a lot of work that goes into the process.
The best packaging doesn’t just incorporate a logo or brand colors. It tells a story and creates the overall aesthetic of a brand.
Project management and teamwork are often referred to as “soft skills” when working in design. It’s not so much about technical knowledge as communication, delivery, and satisfaction. Communication with teammates and clients, delivery of a final product, and satisfaction that the final product does what it’s intended to do. Keep the following best practices in mind when managing projects and working in teams.
Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers.
An advertising campaign is a specifically designed strategy that is carried out across different mediums in order to achieve desired results such as increased brand awareness, increased sales, and improved communication within a specific market.
All of this is accomplished through advertising.