Lesson Plan
Course Title: Graphic Design & Illustration
Session Title:
Identity Marks in Design
Lesson Duration: Approximately two to four 90-minute class periods
[Lesson length is subjective and will vary from instructor to instructor]
Performance Objective: Upon completion of this assignment, the student will be able to
develop an applicable identity mark from concept format to finished design for the target
audience.
Specific Objectives:
1. Define the various types of identity marks.
2. Define the purpose of identity marks.
3. Identify client and audience needs.
4. Create an identity mark in each of the categories for a company, business, manufacturer,
or individual.
5. Design a newspaper or newsletter masthead for the company, business, manufacturer, or
individual using the new identity mark.
6. Design a banner or flag using the new identity mark.
7. Design a t-shirt using the new identity mark.
Preparation
TEKS Correlations:
130.88 (C)(1)(A)
The student applies academic knowledge and skills in art and design projects. The student is
expected to: apply English language arts knowledge and skills by demonstrating use of content,
technical concepts, and vocabulary; …and composing and editing copy for a variety of written
documents such as brochures, programs, posters, flyers, and magazine covers;
130.88 (C)(2)(A)
The student understands professional communications strategies. The student is expected to:
adapt language for audience, purpose, situation, and intent such as structure and style;
130.88 (C)(2)(B)
organize oral and written information;
130.88 (C)(11)(E)
The student develops an increasing understanding of graphic design and illustration. The
student is expected to: analyze and apply art elements and principles;
130.88 (C)(11)(F)
Employ a creative design process to create original two – or three-dimensional projects by:
(i)
creating designs for defined applications;
(ii) applying elements of design;
(iii) applying design principles and typography;
(iv) using good composition
(vii) creating a project by applying color;
AAVTC: Graphic Design & Illustration: Identity Marks in Design
Copyright © Texas Education Agency, 2013. All rights reserved.
1
Instructor/Trainer
References:
Gatta, K., Lange, G., & Lyons, M. (1996). Foundations of graphic design. Worcester, MA: Davis
Publications, Inc.
Landa, R. (2001). Graphic design solutions (2nd ed.). Canada: OnWord Press, Thompson
Learning Division.
Zelanski, P. & Fisher, M. (1996). Design principles and problems (2nd ed.). San Diego, CA:
Harcourt Brace Publishers.
Instructional Aids:
Identity Marks in Design Slide Presentation
Identity Marks in Design Self-Critique Questionnaire
Identity Marks in Design Rubric
Materials Needed:
Selected magazine ads, Communication Arts Annuals, Print Magazine Annuals.
Various advertising collateral from the business community for reference.
Basic 2B pencil for initial sketches, ruler, newsprint for thumbnails/roughs, Bristol-type paper for
final layout, drafting tape, t-square, triangle, ultra fine-tipped ink marker, varied font sources,
tracing tissue, drafting tools (French curve, protractor, compass, calipers, etc.), and select
magazine references for design examples and/or Communication Arts Annuals and Print
Magazine Annuals.
Equipment Needed:
Scanners for student use
Computer with appropriate industry-standard photo editing and illustration software installed
Printer with heavy weight paper capabilities, or a print service
Computer and projection system with appropriate software to display slide presentation
Optional CD or version loaded onto student desktops for individual instruction/reference
Learner
None.
Introduction
MI
Introduction (LSI Quadrant I):
ASK: What is an Identity Mark? It is basically a logo. Everyone knows what a logo
is, but do you know there are different kinds of logo?
SAY: An Identity Mark is a visual symbol that provides an advertising identity for a
company, service, business, manufacturer, or individual.
SAY: Successful identity marks visually communicate and portray goals and
attitudes from the personality of the client they are designed for.
AAVTC: Graphic Design & Illustration: Identity Marks in Design
Copyright © Texas Education Agency, 2013. All rights reserved.
2
Outline
MI
Outline (LSI Quadrant II):
Instructor Notes:
I. Define the various types of identity marks.
A. Logo: a visual mark that can easily be
displayed with or without text
B. Logotype: a formal text that actually names
the client, and is associated with the identity
and spirit of the client; it may also be used in
conjunction with a logo.
C. Symbol: a sign or image that represents the
client and may be textual or visual without
depicting the actual client’s name. There are
three types, pictorial, abstract, and
typographic.
D. Pictogram: an internationally understood
symbol representing an object or person
E. Combination Mark: displays both the visual
symbol and the text identity that can either be
pronounced as a word or by initials only.
F. Trademark: The legal name or signature of a
client, followed by “TM” or ®.
NOTE: While using the slide
presentation to describe the
different kinds of Identity
marks, have the students try
to figure out well known logos
that match each type.
II. Purpose of an Identity Mark
A. define a personality, spirit, or image
B. represent the client in an easily identifiable
format
C. clearly portray what it represents
Find some logos on the
internet and see if they are
serving their purpose. Be
sure to have good and bad
examples.
III. The needs of the client and the audience to
consider:
A. styles, shapes, and symbols used in the
design need to match the image that the
client wants represented
B. timelessness of the design
C. works for all applications it is to be used with
Show examples of websites,
letterhead, business cards,
signage, t-shirts, flyers,
brochures, electronic
billboards, flags/banners, etc.
to illustrate the various
applications in which identity
marks are used.
NOTE: To enhance student
engagement, have students
brainstorm various
applications rather than
providing a list.
AAVTC: Graphic Design & Illustration: Identity Marks in Design
Copyright © Texas Education Agency, 2013. All rights reserved.
3
Application
MI
Guided Practice (LSI Quadrant III):
The instructor will present the slide presentation on Identity Marks to the students,
and provide visual examples and samples gathered from local sources for better
understanding.
The instructor will monitor individuals and groups on their assignments as needed,
and adjust accordingly.
MI
Independent Practice (LSI Quadrant III):
Brainstorm in teams of 2-3 for ideas on each mark type.
Create 10-15 thumbnails of a basic identity mark for a client, and develop the mark
into each category, based upon the definition of the identity mark.
Working individually, use thumbnail ideas for the client, and add more if needed,
from group brainstorming to create an identity mark in each of the categories (Logo,
Logotype, Symbol, Pictogram, Combination Mark, Trademark).
Design a newspaper or newsletter masthead for the company, business,
manufacturer, or individual, using the new identity mark.
Design a banner or flag using the new identity mark.
Design a t-shirt using the new identity mark.
Summary
MI
Review (LSI Quadrants I and IV):
Refer to slide presentation on Identity Marks.
Quiz: (hands-on) match the identity mark to the definition and examples
corresponding to the visual attributes of the mark.
Evaluation
MI
Informal Assessment (LSI Quadrant III):
Students will use a self-critique questionnaire.
MI
Formal Assessment (LSI Quadrant III, IV):
The teacher will use the Identity Marks in Design Rubric for the formal assessment.
AAVTC: Graphic Design & Illustration: Identity Marks in Design
Copyright © Texas Education Agency, 2013. All rights reserved.
4
Extension
MI
Extension/Enrichment (LSI Quadrant IV):
Design a symbol to serve as your identity mark.
Create fifteen to twenty thumbnail ideas for your mark.
Refine the mark and create two to three rough sketches of the mark.
Create a final version of the mark (composite) in two versions: color and black-andwhite, and no larger than 4-6” in width or height.
Note: Use computer-generated type or hand lettering with scanned artwork that can
be manipulated and adjusted by software for the desired effect.
AAVTC: Graphic Design & Illustration: Identity Marks in Design
Copyright © Texas Education Agency, 2013. All rights reserved.
5
Identity Marks in Design Self-Critique Questionnaire
Describe with words or
sketches how the assignment
was fulfilled.
Did you stay with your original
idea entirely, or not?
If not, describe the changes.
What prior knowledge or
technique/s helped you the
most on the project?
List any tool/s, software,
equipment, or media that were
new to you.
What do you think is the
strongest part of the work?
(Explain)
Compared to past work, are
you satisfied with your
progress and improvement?
(Why or why not?)
Describe a problem, if any,
you encountered while
creating the identity mark.
What is the weakest part of
the work? (Explain)
List the age or group target
audience the project is
designed for.
AAVTC: Graphic Design & Illustration: Identity Marks in Design
Copyright © Texas Education Agency, 2013. All rights reserved.
6
IDENTITY MARKS IN DESIGN RUBRIC
CRITERIA
Ineffective
SCALE
Above
Average
Average
Exceptional
Identity mark
addresses
client needs
(0-30 pts.)
Inappropriate
for the spirit of
the client and
distinctly
defines the
client.
(0-5 pts)
Mostly
inappropriate
for the spirit of
the client and
lacks
uniqueness.
(5-10 pts)
Appropriateness
for spirit of client
is average and
lacks
uniqueness.
(15-20 pts)
Appropriate, the
best example of
the spirit of the
client, and
distinguishes the
client from the
competition.
(25-30 pts)
Good use of
design
elements
(0-40 pts.)
Ineffective use
of design
elements or
missing design
elements.
(0 pts)
Effective use
of 1-2 design
elements and
works better in
color or black
and white.
(5-15 pts)
Effective use of
2-3 design
elements and
works well in
both color and
black and white.
(20-25 pts)
Effective use of 4
or more design
elements and
works well in
both color and
black and white.
(30-40 pts)
Design
implies
meaning
(0-30 pts.)
Design
conveys the
wrong image of
the client.
(0 pts)
Design
conveys an
average
image of the
client.
(5-10 pts)
Design conveys
an above
average image
of the client.
(15-20 pts)
Design best
conveys the
image of the
client.
(25-30 pts)
Project Grade:
(0-100 pts)
AAVTC: Graphic Design & Illustration: Identity Marks in Design
Copyright © Texas Education Agency, 2013. All rights reserved.
7
TOTAL