Week 04: Graphic Design I: Identity & Asset Generation

Lecture

This is the first week you design for a client, in software you already know. We start with a quick recap of what an identity is made of: form, color, type, grid, mark and the rules that hold them together. We also look at why a brand is a system and not just a logo. Then we look at the generative tools inside Adobe. Firefly Boards is for moodboards, Photoshop is for mockups, and Illustrator is for vector logos. We’ll also cover what generative credits cost and what “commercially safe” actually promises. The question running through the whole session is which generated images are only for exploring ideas, and which could actually go to a client.

Lecture Slides

In Class

You’ll build one identity direction, one step at a time, for the brief you wrote in Week 2. If you don’t have a brief, pick a small local business.

  1. Ask a language model for 20 names and 3 nouns that could help with a mark. Pick one of each, then check the name isn’t taken with the Trademark Engine search.
  2. Make a moodboard in Firefly Boards. Mix images you generate with real references you find, and keep the two groups apart.
  3. Ask ChatGPT for an image of a grid of sketched marks, wordmarks and typefaces based on your nouns and research. This is for ideas only.
  4. In Illustrator, use Text to Vector Graphic to make 3 different logo ideas. Pick one and clean it up by hand.
  5. Choose a color palette and a typeface that go with your logo. Try Generative Recolor if you get stuck.
  6. Put your logo on one real thing, like a sign, a bag or a cup, using Generative Fill in Photoshop, ChatGPT or another model.

Use the Week 04 In-class template to hand it in.

Homework Assignment

Due at the start of Week 5, Tuesday, October 13. We meet on a Tuesday that week because Monday is Columbus Day.

  1. Make two more directions for the same brand, so you have three. Each one needs a logo, a palette and typeface, and one mockup.
  2. Make the three really different, not the same logo in new colors. If two share a palette and a typeface, change one.
  3. Put all three side by side on one Notion page. Which one would you show a client, and why?
  4. Save every image you generated on a Firefly Board and label each one exploratory (for ideas only) or production-ready (could go to a client). Add one line on why.
  5. Add a screenshot of the board, its share link, your in-class steps and a 150–300 word reflection to Notion.

Use the Week 04 Homework template. The full brief is on the Week 04 assignment page.

Ethics Position Paper

Assigned this week and due at the start of Week 6, Monday, October 19. Pick one specific case from the first four weeks, such as a lawsuit, a policy change, a company’s terms of use, or an artist’s response to AI. Take a position on it and argue for it in 500 words, with sources. Your Week 3 grids and theyseeyourphotos result are good places to start. Use the Ethics Position Paper template.

Helpful Links

Tools for this week

Reference

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