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GDES 3352 University of Minnesota
Identity & Symbols

Fall 2015, Fall 2017, Spring 2019, Fall 2019
Lead Instructor: Sauman Chu

Course Description

This course will build on previously learned graphic design principles including a continued investigation of typography and its application. Students will explore the representation of abstract ideas in the form of symbols for the purpose of building identity. The class will focus on the development of visual identity through a systemic approach to design with application to various printed collateral. This course will prepare students to design a symbol, a logotype, stationary system, and collateral products, keeping the identity consistent and intact throughout the process. Students will apply gestalt design principles, figure-ground relationships, and contrast within the structure of the grid to aid organization from piece to piece and within the whole.

Objectives

  • Demonstrate an ability to communicate abstract and conceptual ideas through the design of symbols
  • Gain further experience and knowledge in the use of design elements of form, type, color, image, and space
  • Gain experience designing an identity system and applying it in varied formats

Curriculum

  • A1: Existing logo redsign and mission development
  • A2: Symbol design, writing a mission
  • A3: Logotype design, vector editing, fine typographic detail
  • A4: Business card & Letterhead
  • A5: Web Homepage 
  • A6: Branding Standards Manual
  • A7: Design/process journal
  • Weekly Brand Analysis writing assignments
    [BOLD indicates the components of a single, semester long, self-directed visual identity project]

Student Reviews:


“He provided incredibly insightful angles when it came to feedback; he considered everything when giving it and respected your choices as a designer rather than his own aesthetic preferences.”

“The instructor started each class with a prepared plan for how the session would be carried out. He delegated time to exercise, critique, one-on-one discussion, and work time. He provided a well-balanced agenda and always gave helpful, constructive criticism that has helped me as a designer. He is also a great, funny, guy, all around!”

“I’ve had a super difficult semester outside of this class and school entirely and its affected my attitude and performance.  He’s kept me accountable while being supportive and patient. Also, his deadlines are flexible, but reasonable, and kept me from absolutely dying. He brought books in meant to stimulate our interests in design aside from this class. He’s reinforced excitement in the field at a time when I have a hard time finding excitement in anything.”

“He paced the course content so well. From starting out with lighter learning / play with letters and logo analysis to designing / creating our own identity system. I am amazed at how much I learned in his class. He brought the real world into the classroom through branding analysis exercises each week. I thought this was very helpful and grew me a lot as a designer.”

“Karl is great. He had high expectations for us, his students, and we could all tell he is passionate about the subject matter and he genuinely wanted us to do well. I always wanted to have cool stuff to show him and wanted him to be excited about my work. He gives, thorough, respectful critique using design terms and giving/challenging ideas to push you harder. He had a variety of activities planned which was helpful and emailed back quickly. Excellent instructor.”

“Excellent teaching method. A lot of critique throughout the semester and projects broken down into milestones (mandatory) so we actually progress. By far my most productive class.”