DMA 150A BRANDING

PROFESSOR REBECA MENDEZ ASSISTANT ZEHAO CHANG

THUESDAY THUSDAYS 2 TO 5 PM

KINROSS SOUTH S124

OFFICE 228J AND 228K

This class is dedicated to the development of research, strategy and design, in particular, in the areas of organization, culture, and identity. The group will study how complex organizations are defined by their public identities, and how those identities can be strategized and designed. This course will further the development of Design | Media Arts as both an intellectual and a professional discipline.

Class Project
1: Weeks 1 through 3: Conduct research and work to develop the positioning and strategy for a World Currency.
2: Weeks 4 through 8: Design of the World Currency System.
3: Weeks 9 and 10: Create a website documenting your project: research, strategy and design.

Your research should include the history of money, and you will need to thoroughly study the following organizations, among others of your choosing:
  • The United Nations
  • The World Bank
  • The World Trade Organization
  • The World Economic Forum in Davos, Switzerland.
Course Goals
This course will further the development of Design | Media Arts as both an intellectual and a professional discipline.

Intellectual Discipline: Original research on the positioning and communication strategy of our given organization will yield a rigorous form of cultural history and analysis. Our interest is not merely to further the practices we study, but to employ design and design research as a means with which to intervene in the social and political life of the organization engaged. Our methodologies are intrinsically critical and will lead us to understandings of considerable intellectual value to those with a stake in study of organizational culture and identity. Our intention is the raise the professional standards for the implementation of design policy and to define a methodology that will influence design education worldwide.

Professional Design Discipline: Introduction to professional design and brand research and practice methodologies will enable the students to understand how complex organizations are defined by their public identities, and how those identities can be strategized and designed. Students will learn design research methodologies from a range of core disciplines, including sociology, engineering and marketing. Over the term of the course they will learn to apply these to the design of identity and communication strategy of our project organization, and as such we will innovate how design can contribute to the long-term success of a client enterprise.


Class Format
Each meeting the class will begin with a short lecture and/or presentation, and will follow with students' project presentations--each student will present their work to the class and we will collectively respond with constructive criticism.

Sometimes I will choose to do individual work critique instead of a collective work critique.

15 minute break at approximately 3:30 pm.

Attendance
Classes will start on time at 2:00 pm sharp.
If you are 15 minutes late you will be marked tardy.
Every tardy is a half grade point down on your final grade.
If you are later than 15 min. you'll be marked absent.
Every (unexcused) absence is 1 letter grade down. From A to B. Not from A+ to A.
3 unexcused absences result in failed class.

Grading System
Each class you will be evaluated on the following:
25% research
25% design
25% presentation
25% class participation
Your final grade is the average of all grades in combination with your attendance records.

Project Presentations
Research: Each class meeting, bring your research documentation in US letter format: 8.5 x 11 (horizontal or vertical). You will be not only evaluated on the quality of the research, but on it's organization and layout design.

Design presentations: All design presentations need to be formatted to 11 x 17 sheets (horizontal). Each student is expected to create a simple presentation style to be followed throughout the term.

Wall Presentation: All presentations must be ready, up on the wall by 2:00 pm promptly. I expect a clean and organized group presentation. I will explain the details in class.
FINAL CURRENCIES
STUDENT WORK by week by student
email to class

Week 9
50miofront.jpg
100mioback.jpg
100miofront.jpg
50mioback.jpg
2nd_denomination.pdf
bill_new__front.jpg
bill_new__back.jpg
5petas.jpg
20Petas_back.jpg
5petas_back.jpg
20Petas.jpg
petas_Web
2unifront.jpg
2uniback.jpg
Sandy_concept.rtf
shirong_concept.doc
TEN02.jpg
ONEfinal.jpg
ONE05.jpg
Week 8
1st_denomination.pdf
money-100.jpg
1.4.jpg
ONE04.jpg
Week 7
7-1 Clarification of Universal Responsibilities theme.pdf
na_mandala.jpg
sol_logo.gif
5petas.pdf.asp
1.23.jpg
1.13.jpg
logo.gif
ONE03.jpg
Week 6
100dove.jpg
6-4 Second draft 1 Plus.jpg
6-1 First draft 1 Plus.jpg
6-2 First draft 5 Plus.jpg
6-3 First draft 10 Plus.jpg
money_comp_2.jpg
money_comp_1.jpg
second_draft_5petas.pdf
150-research 6.doc
1.2.jpg
1.1.jpg
one02.jpg
Week 5
5-1 0001 coin chart.pdf
5-4 0025 coin chart.pdf
5-8 20 bill chart.pdf
5-3 0010 coin chart.pdf
5-6 5 bill chart.pdf
5-9 50 bill chart.pdf
5-5 1 bill chart.pdf
5-2 0005 coin chart.pdf
5-10 100 bill chart.pdf
5-7 10 bill chart.pdf
charts2.jpg
logotypes.jpg
charts4.jpg
charts5.jpg
charts3.jpg
charts6.jpg
charts1.jpg
Firstdraft.pdf
1.22.jpg
150-research 5.doc
5.2.jpg
5.1.jpg
150plan.xls
one01.jpg
ten01.jpg
five01.jpg
Week 4
4-1 World Bank logotype in Bell Goth Std.pdf
4-2 World Bank logotype in Eurostile.pdf
4-3 The World Bank currency, the Plus.pdf
mandalas2.JPG
mandalas3.JPG
mandalas6.JPG
mandalas1.JPG
mandalas4.JPG
mandalas5.JPG
chart.pdf
150-research 4.doc
150-chart.doc
koeppen.jpg
one.JPG
five.JPG
twenty.JPG
researchmyths.doc
onehundred.JPG
logotype.JPG
twohundredfifty.JPG
ten.JPG
Week 3
to print
3-8 Images of basic physical activities.pdf
3-1 Typography A-Ca.pdf
3-6 Images of trees.pdf
3-11 Currency in America.pdf
3-9 Images of basic creation.pdf
3-3 Typography Li-Z.pdf
3-12 Currency in Asia.pdf
3-2 Typography Ce-Le.pdf
3-10 Universal needs, universal rights, universal values.pdf
3-5 Images of children.pdf
3-4 Images of architecture.pdf
3-13 Currency in Africa.pdf
3-14 Currency in Europe.pdf
3-7 Images of natural forces and features.pdf
humanity1.JPG
fonts1.JPG
humanity6.JPG
fonts2.JPG
linework1.JPG
fonts5.JPG
fonts4.JPG
official1.JPG
humanity3.JPG
fonts3.JPG
humanity4.JPG
humanity5.JPG
humanity2.JPG
worldbank outlines.ai
150-chart.doc
currency.JPG
universal01.JPG
universal03.JPG
150worldstory.rtf
typography02.JPG
universal04.JPG
typography03.JPG
officiality01.JPG
typography01.JPG
universal05.JPG
officiality02.JPG
universal02.JPG
moodboard_ID-01.pdf
Week 2
2-1 Breaking down current media of exchange.pdf
2-2 Breaking down structures of transactions.pdf
150.txt
survey.txt
social classes.txt
research_005.gif
research_007.gif
research_008.gif
research_001.gif
research_004.gif
research_002.gif
research_003.gif
bbchart_smartcard.gif
research_006.gif
classes_currency.gif
RFID.pdf
single global currency3.pdf
single global currency.pdf
single global currency2.pdf
credit.pdf
barterid.ai
atmid.ai
cashid.ai
Week 1
camilla.txt
cashchart.ai
1-2 Timeline of growing European economic unity.pdf
1-1 Understanding the system, problems and solutions.pdf
brand.rtf
MoneyResearch.txt
Designing the Euros.txt
romanmosaic.jpg
Formation of European Union.txt
EU.pdf
counterfeiting2.pdf
Money.pdf
EU2.pdf
Organizations2.pdf
Organizations.pdf
counterfeiting.pdf
United Nations.txt
phase_2.txt
research10.06.txt
research10.05.doc
research_group10.10.doc
research_WTO-02.pdf
research_IMF-01.pdf
research_WTO-01.pdf
research_IMF-02.pdf
Week 0
 
GALLERIES
PATTERNS IN CURRENCY
CLASS RESOURCES
ILLUSTRATOR PATTERNING TECHNIQUES
CONVERT IMAGES TO AREAS
THE PATTERN BRUSH
ANIMAL PRINT PATTERNS
ASSIGNMENT DUE NOV 2
ASSIGNMENT DUE OCT 19
NOTES ON BRATTON'S LECTURE
BRAND EXPERIENCE CHART
BRAND IDENTITY PROCESS
PROJECT BRIEF SAMPLE
SYLLABUS.PDF
LINKS
TYPOGRAPHY.COM
EMIGRE
FONTSHOP
ADOBE
HOUSE INDUSTRIES
OURTYPE
LINOTYPE
DAFONT
FONTALICIOUS
TYPO-O-TONES
T26
TYPOTHEQUE
PHIL'S FONTS
MYTHOLOGIES - ROLAND BARTHES
SCENARIOS - KEES VAN DER HEIJDEN
THE ART OF THE LONG VIEW - PETER SCHWARTZ