Introduction

Animal IDs / Successful brand identities have the ability to

capture and communicate the core essence of something.
One aspect of a brand is the logo; a graphic representation
or symbol for something, designed for ready recognition.

Task & Outcome
1. Select an animal from the letter you have been
allocated within the encyclopedia and distil the core
characteristics (distinctive features/ behaviours) of
your animal into a short list.
If you wish, you may do a small amount of additional
research to supplement this.
2. Using your list as inspiration, explore and develop
ways to visually represent your animal as a logo.
Think about the mark (graphic device/image approach);
typography and faces; colour; medium/material.
Consider how it will work in monotone; at a reduced
scale; across different platforms/mediums.
Note: your design must communicate the essence of
the creature rather than showing a literal image of it.

3. Put A3 printouts of your most successful concept
design(s) on the wall by 2.30pm for discussion.
4. Throughout the week - deveIop and rene one chosen
logo into a more comprehensive identity.
Address the use of language and typography.
Demonstrate how it can be applied and expanded across
different platforms/media campaigns.

Timeframes
10.30 - 10.50: briefng and inspirational slide show
10.50 11.20: distilling research
11.20 12.30: concept design
12.30 14.30: design development
14.30 15.30: presentation and group discussion.
Further reference
Wolff Olins Pentagram Chermayeff & Geismar
Logo, by Michael Evam No Logo, by Naomin Klein
The Brand Handbook, by Wally Olins logodesignlove.com
UNIT 5. Creative Platforms:
UAL Assessment Criteria
Subject Knowledge: Understanding and application
of subject knowledge and underlying principles
Analysis: Examination and interpretation of resources
Personal and Professional Development: Management
of learning through refection, planning, self direction,
subject engagement and commitment
Communication and Presentation: Clarity of purpose;
skills in the selected media; awareness and adoption of
appropriate conventions; sensitivity to the needs
of the audience
** FdA Graphic Design
Unit 5
Assignment 3:
Identity Design

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