Assignments week 7

Sabine Müller for GUC | Page 26

Midterm presentation
Phase 2.2 Brand Design (20%)
Team and individual performance
Presentation on 28/3/2023 in class

Grading criteria
1. Team work
1. Value/Topic-touchpoints Matrix
2. Individual work
1. Moodboard Design
2. Value/Design elements Matrix
3. Name applied in design concepts: logo
4. Visualization of 3 touchpoints
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Assignments for week 07
Overview midterm presentation
Team work
1. Business Idea: Final presentation including 6 Ws, Elevator pitch
2. Brand platform: Final presentation
3. Naming: Final name for your business, product or service:
explained and checked (identical search, cultural components)
4. Value/Topic matrix: Verbal description of topics and touchpoints
which your business will communicate

Individual work
1. Design exploration:
1. Detailed basic elements and concept mood board design
2. Logo exploration – bilingual
3. Value/Design elements matrix
4. Touchpoint design – at least 3 per students

Note
– Soft copy submission on Google Drive and in-class presentation
– Identify all slides with page nr, student ID and names
- Printouts are not needed
Sabine Müller for GUC | Page 28
Midterms overview
Team work: Brand Fundament – per team 3 slides

The chosen
business and
brand fundament
of your team (= a
product/service in
the field of public
services)
• Business idea • Communication • Brand platform
framework – 6Ws • Big idea (=vision)
• Elevator pitch • Mission
• Values
• Preferred name incl.
internet identical check

Team work: Value/Topic Matrix – per team 1 slide

The topics and Matrix

touchpoints your • Value/Topics-Touchpoints
business want to
communicate to
your target
audience

Individual work: Design – per student 3-4 slides

The design
concept for your Design concept Matrix Logo exploration
business (every • Moodboard • Value/Design elements
students shows a
complete concept
including logo Touchpoints
development and with preferred logo
3 prototypical
touchpoints)
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Check list basic elements design
What is the function of the basic elements (brand ingredients) and
how do they support your business and brand positioning?

Logo Color
• Wordmark? • Primary colors
• Symbol and wordmark? • Secondary color?
• Bilingual – unified or separated? • Tints, bright ness of colors?

Typography
• Latin and Arabic Font!
• Font family?
• Serif – non-Serif?
• Type categories: Headers, copy
text, explanatory text
Imagery
• Photography or illustrations?
• Collages?
• Levels/function of imagery –
descriptive, associative?

Secondary elements (optional) Layout principles

• Any relevant re-occurring • Organizational principles (i.e. text
elements? alignment, cropped images)

Tone of Voice
• Style of communication
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Matrix values/design elements
Individual work
Your brand Your target group(s) > Personas

Value 1 Value 2 Value 3

Logo

Color

Typography

Imagery

Layout principles

Other, e.g. tone of voice,

corporate sound, tactile aspects
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Matrix values/touchpoints, or…
Team work
Your brand Your target group(s)

Value 1 Value 2 Value 3

Touchpoints

…
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Matrix values/topics including touchpoints
Team work
Your brand Your target group(s)

Value 1 Value 2 Value 3

pl e
xam
E
Topic 1, e.g.
Empowerment
– Touchpoint 1
– Touchpoint 2
– Touchpoint …

Topic 2, e.g.
Sustainability
–…

Topic 3, e.g.
Teamwork