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    Massachusetts College of Art and Design
  Feb 24, 2018
Academic Catalog 2014-2015 [ARCHIVED CATALOG]

CDGD357 Identity Systems 3 Cr

Branding is an integral part of professionalpractice. It goes far beyond logo design to
engage all elements of a designer’s skill set,from critical anaylsis and strategic thinking, to
exacting typography and color theory. Branding establishes systems that allow an organization to
visually express its values and aspirations, and creates a clear and consistent voice across
materials, including business papers, websites,brochures and interfaces.

In this class we will explore the branding process from the ground up. We will create
research-based identity systems that include refined logos, color palettes, typography suites,
and image guidelines, all of which will be fleshed out in print and digital samples. We will
discuss branding’s historical precedents, and how those models are evolving in an increasingly
digital environment.

Prerequisites: CDGD-220  and CDGD-230

Hybrid Studio Critique