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Mumd 325 Gatewood
Mumd 325 Gatewood
Siena College
Spring Semester 2024
Graphic Design
MUMD 325 (48813)
Classroom: Rosetti 117, Foy 106
Mon & Wed 1:30-3:30pm
GRAPHIC DESIGN
“Whatever we look at, and however we look at it, we see only through our own eyes.”
--C.G.Jung
COURSE DESCRIPTION
MUMD325. Graphic Design. This course explores the history and practices of print and
digital design. A variety of design projects from logos to websites focusing on
composition, color theory, and typography provide students with the skills needed to
communicate an idea using imagery and text effectively. With each project, we will
improve our visual literacy and digital skills using essential software programs in the
Adobe Creative Suite. Throughout the semester, students will develop a strong
understanding of design theory and acquire the tools to explore their options within the
field of visual art and design. Prerequisite: MUMD225 or permission of the instructor.
Studio fee. (ATTR: ARTS, EXCA, MUMD, NOEX) 3.000 Credit hours 4.000 Lecture
hours. Expect to work 4-6 hrs. per week outside of class.
REQUIRED MATERIALS
1. Hard Drive that is Mac compatible (please format before coming to class) or a
thumb drive (min 32GB)
2. Sketchbook (preferably with a grid) and a Folder
3. Headphones
CLASS WEBSITE
www.mumd325.weebly.com
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CLASS_GOOGLE_DRIVE
COURSE OBJECTIVES
1. Develop an understanding of design theory and graphic design history
2. Develop advanced skills in Adobe’s Bridge, Photoshop, Illustrator, and InDesign and
apply those skills to each project with purpose
3. Demonstrate synthesis when using text and imagery to communicate an idea
4. Discover artists/designers that relate to your art/design making process
5. Verbally articulate the merits and deficiencies of your work and articulate your creative
intentions in a project.
6. Build a portfolio of work that reflects an understanding of the material
7. Engage in critical dialog; Participate in thoughtful discourse
GRADING
You will be graded on the following:
In class & At home Assignments (165 points total, points vary for each assignment)
Attendance (final grade may be affected by your attendance record-see below)
Your grades will be available on canvas.
The grading rubric is outlined for each project on canvas, the class website, and below.
A 93-100 C 73-76
A- 90-92 C- 70-72
B+ 87-89 D+ 67-69
B 83-86 D 63-66
B- 80-82 D- 60-62
C+ 77-79 F 59 and below
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Absent for five class periods = student should withdraw or face the possibility of
receiving an "F"
**Should you feel ill, stay home and contact me via text or email.**
**Should you feel ill and have informed me, you will not be penalized for missing class**
Call or email me if you have an emergency. Please do not use my cell phone if it is not
an emergency. (Attendance Policy)
CELL PHONES
Cell Phones are not to be used in class unless they are directly being used for a
project.
PLAGIARISM
Uphold artistic integrity and follow the academic integrity policy
(Academic Integrity).
ACCOMODATION
In compliance with the Americans with Disabilities Act and with Section 504 of the
Rehabilitation Act, Siena College is committed to ensuring educational access and
accommodations for all its registered students. I request that any student with a
documented disability needing academic adjustments or accommodations speak with
me during the first two weeks of class. All discussions will remain confidential.
Students with disabilities should also contact Ms. Lindsay Green, Director of the Office
of Accessibility. Ms. Green’s office is located in Foy Hall Room 109. Her phone number
is: (518) 783-4239. Complaints about services provided or not provided may be brought
to the attention of Public Safety at (518)783-2376 or Ms. Lois Goland, JD, Title IX
Coordinator and Equal Opportunity Specialist. Ms.Goland is located in Room 235 of the
Sarazen Student Union. Her phone number is (518) 782-6673.
INCLUSIVE CLASSROOM
Diversity is an invitation to celebrate the uniqueness of each individual, as well as the
cultural differences that enrich us all. In this course, I will do my best to ensure that
students from all backgrounds and perspectives will be served equitably. The diversity
that students bring to this class will be viewed as a resource, strength and benefit. It is
my intent to present materials and activities that are respectful and inclusive of the
many identities of students in terms of gender, sexual orientation, disability, age,
socioeconomic status, ethnicity, race, culture, perspective, and other background
characteristics. Your suggestions about how to improve the value of diversity and
inclusiveness in this course are encouraged and appreciated.
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PREFERRED PRONOUNS
Students are asked to indicate their preferred pronouns by updating their profile in
Canvas. The use of preferred pronouns is important to show respect for students’
gender identities, and to recognize and validate students’ right to choose their own
names and forms of address. Please use preferred pronouns that other students
display in oral and written comments to them during class discussions.
Students with any symptoms of illness, especially those associated with COVID-19
must not attend class under any circumstances. As with any absence, they should
contact instructors to discuss missed lectures and assignments. The instructor reserves
the right to require masks at any time of any/all students, regardless of vaccination
status.
Take your text and a copy of the syllabus home with you along with your electronic
devices in the event of a college closure. Continue with readings and assignments
according to the course schedule; some assignments may be posted on Canvas or sent
to you via e-mail. Check your email and Canvas pages for instructions about course
delivery, for example, whether the course will be resumed online. If possible, online
office hours will be established. Information regarding the status of the College’s status
and reopening schedule may be monitored on the Siena website, www.siena.edu.
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SUPPLIES Bhphotovideo.com, Arlene’s Artist Materials
SUGGESTED BOOKS
Graphic Design The New Basics by Ellen Lupton and Jennifer Cole Philips
Logo Design Love: A Guide to Creating Iconic Brand Identities by David Airey
PROJECT DESCRIPTONS
All assignments are to be turned in via google drive and posted on students’ website.
PROJECT 1: TYPOGRAPHY
Program: Illustrator
You will make 2 8 x 8” artboards. You will be given 1 adjective for the first artboard.
You will come up with an adjective that describes you for the other artboard.
The task is to express the meaning of a word through letter forms. Experiments with
typesetting parameters can be tried out: Changes in orientation, size, position, weight,
width, space, grey values etc. You may not use color. Experiment with syntactic
devices rather than expressing through font-based features.
Guideline Contents:
1. Brand Background
Brand Pitch, Creative Brief, The Brand is...
2. Inspiration
Creative Direction, Brand Mood Board, Color Palette (Color Swatches, Hex Code, RGB,
CMYK, Pantone)
3. Identity
Logos (Wordmark, Icon, Combination, Specialty), Icon for Social Media, Design Sample
(T-Shirt)
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4. Support
Typography, Type Sample, Business Card, Pamphlet (ie. Menu, Event Invite, Lookbook,
Advertisement), Web Homepage, Social Media Samples
Grading | Final DUE April 29th (parts of guidelines will be due along the way)
30 points total
10 points for completing every section of the brand guidelines
10 points for demonstrating synthesis between design and company mission
5 points for technical ability exhibited
5 points for visual evidence of practice and revision
Project Details:
1. Create and name a company
2. Sketch and build a mood board for your company’s logo
3. Create 4 Logos for your company:
Logo 1: symbol / icon / pictorial / abstract mark
Logo 2: logotype / wordmark / lettermark
Logo 3: combination mark / emblem logo
Logo 4: specialty
4. Choose the best logo and create 4 different color scheme options:
monochromatic, analogous, complimentary, and split complimentary
5. Make 1 print:
8.5x11” print of logos 1-4
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3 points for technical ability in regards to blending the design into product
3 points for effective placement of logo and text
2 points for visual evidence of brand identity consideration
2 points for effective application of color theory
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- 3 blocks of type: You must include 3 blocks of original or lorem Ipsum text
- 4 colors: Limit your homepage to 4 colors
- 2 typefaces: Limit to only 2 typefaces (not including typemark)
CLASS WEBSITE
Make a Weebly website to showcase your work. Handout will outline requirements.
Program: Weebly
SHARE YOUR URL HERE
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Grading | DUE April 29th.
5 points total
1 point for clearly labeled and organized folders
4 points for uploading all final work in jpg format to the drive
COURSE SCHEDULE
WEDNESDAY
Watch: Ellen Lupton Typography
Discuss: Videos
Explore websites: Typography 101, Typography Explained, Kerntype Game
Watch: Project Introduction, Typography
During Class: Assign words and begin brainstorming for panel 1
Assignment: Collect adjectives for panel 2, complete drafts for both panels for Jan 29th
WEDNESDAY
Critique: Typography
Viewing: The Universal Arts of Graphic Design, Branding & Identity
Discuss: Professional and Student examples
Template: Brand Guidelines
Assignment: Look at Alison Matheny’s website http://www.keepitbest.com/ and Callia
Hargrove’s website www.tellyourbackstory.com prepare a question for each guest.
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Enter your question on our shared google sheet by Monday at 9am. Brainstorm your
company and company name. Due Feb. 5th
WEEK FOUR: VISUAL IDENTITY: BRAND BACKGROUND & INSPO (Feb. 5 & 7)
MONDAY
Discuss: Professional & Student Examples
Studio: Company name, Brand Background (pitch, creative brief, the brand is…)
Assignment: Edit your Brand Background information. Collect images for your company
design mood board. Due Feb 7th
WEDNESDAY
Guest Artist/Designer: Alison Matheny & Callia Hargrove
Watch InDesign Tutorial & Demo: Create a Layout with text and graphics.
Demo: How to build a mood board in your brand guidelines template
Studio: Enter edited Brand Background to your guidelines
Small Group Critiques: Brand Background & Images for Mood Boards
Discussion: Inspiration (The Creative Brief, Mood Board, and Color Palette)
Studio: Build Mood Boards, Write a draft of the creative brief
Assignment: Watch: Color Tutorial, Create a color palette for Brand Guidelines, Work on
Inspiration pages (The Creative Brief, Mood Board, and Color Palette), be ready for
small group critiques for Feb 12th
WEDNESDAY
Individual Check In: Brand Background & Inspiration, Logo Sketches
Studio: 4 logo options and 4 color schemes of winning logo
Assignment: Work on 4 logo options and 4 color schemes on your best logo for Feb.
19th
WEDNESDAY
Small Group Critique: Logos
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Studio: Logo Design
Studio: Icon for social media based on logo (add to Brand Guidelines)
Assignment: Complete 1 print for the final logo design system, Export 2 logo artboards
(logo system, 4 color scheme options) and your social media icon artboard as jpgs and
upload to the google drive, weebly, and add to your brand guidelines. Due Feb. 26th
WEDNESDAY
Watch: Design Sample tutorial
Studio: Make your company design samples
Small Group Critique: Design Samples
Project Introduction: Business Cards & Typography
Assignment: Complete Design Samples add to your brand guidelines, and export as
jpgs and upload to the google drive and weebly website. Watch Layout & Composition,
Watch: Ellen Lupton Business Card, Read The Grid. Due March 4th
WEDNESDAY
Small Group Critique: Business Cards test prints
Studio: Add your typography and type sample to brand guidelines
Assignment: Complete your business card, add it to your brand guidelines, and upload
to google drive and weebly, Due March 11th
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WEDNESDAY
Individual Check In: Pamphlet & Brand Guidelines
Studio: Pamphlet
Small Group Critiques: Pamphlet
Assignment: Work on Pamphlet for March 18th
WEDNESDAY
Critique: Pamphlets
Individual Check: Websites & Google Drive
WEDNESDAY
No Class
WEDNESDAY
Watch: The Art of Web Design, Webpage Project and Web Design Introduction & the
Tutorial Based on the Program you will use: Webpage Demo with Photoshop or
Webpage Demo with Illustrator, Additional photoshop tutorials on class website
Introduce Extra Credit: Cinemagraph
Studio: Collect imagery for your site and begin to build your webpage
Assignment: Work on Web Design, shoot for cinemagraph if applicable (extra credit) for
April 8th
WEDNESDAY
Studio: Web Design
Review: Website Evaluations Handout
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Assignment: Complete Web Design, add to brand guidelines and upload to google
drive and Weebly. Due April 15th
WEDNESDAY
Studio: Social Media Project
Small Group Critique: Social Media
Assignment: Make any additional imagery needed, Complete Social Media Project and
add to brand guidelines and upload to google drive and weebly, Due April 22nd
WEEK FIFTEEN: CRITQUE & FINAL PORTFOLIO PREP (April 22 & 24)
MONDAY
Critique: Social Media Project
Studio: Brand Guideline edits
Assignment: Work on filling out Brand Guidelines, be ready for small group critiques on
April 24th
WEDNESDAY
Class Evaluations
Small Group Critiques: Brand Guidelines
Studio: Brand Guidelines
Assignment: Refine Brand Guidelines, export as a pdf (instructions on class website)
and update your drive and weebly website. Due April 29th
Make sure all final work is in your google drive folder and posted on your weebly
website
***There is no final exam for this class. Please be prepared to add one hour to class
time for Final Critique.
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