Corporate Identity Design:
Advertising and Marketing:
Promoting brand and image
Corporate Identity Design is an important part of learning the true purpose of the Graphic Design applications used in the Adobe® Creative Suite® package. Design projects lead students toward the mastery of the Adobe® applications and also attaining certifications in the respective applications. In the corporate world, it is very important to establish an identity that inspires confidence in your products and the overall feel of quality.
Manufacturing relies heavily on this confidence and constant improvement in the pursuit of perfecting the product. Customers/Consumers will choose your product and remain customers long term, if a high level of quality and engineering is associated with the product. Assurance that your customers are spending their money wisely on a product that will last for years will also retain their business and they will return to your brand for future purchases. Corporate Identity Design is based off of many factors: the customer target base, a well thought out promotion and marketing plan, and a successful use of the Principles and Elements of Design. This is based off using the Creative Design Process. Students will learn the Creative Design Process through working step by step with various stages of the process:
design brief, research, conceptualizing and brainstorming new creative ideas with sketches and mockups, building/producing a rough draft, revising the rough draft, critique and feedback for more possible revisions, finalizing and producing the finished work.
Print Advertisement & Commercial Video
1-Pick a product to promote.
2-Each member will create a print advertisement.
3-Create a script and storyboard for the Commercial video.
4-Video and edit commercial.
5-Group will present commercial & print designs.
"What is manufacturing?"
The production of merchandise for sell and use. This includes clothing, equipment, household items (disposable and
nondisposable), machinery, tools, transportation, chemical and biological items (medication, cleaning, fuels, processing) for
domestic and industrial use.
"How are products manufactured?"
These products have to be designed, engineered and produced in mass quantities. Machines and people are used to create
products. These products must be made to specific tolerances and quality reliably for mass production. Disposable items
need only to be used once, but nondisposable items need to be used multiple times or even for years necessitating the
involvement of much design, engineering and testing to make it a quality product. Marketing and promotion are the key
component for sales of manufactured items.
"How do products get promoted and sold to consumers?"
A company and its marketing firm have a target audience in mind as they work toward promoting and marketing their products.
The success of a company and its product depends upon the marketing being spot-on in these endeavors.
"What goes into successfully promoting products?"
Products have to be marketed through an advertising campaign. Commercials on television, printed advertisements
(magazines, brochures, flyers, leaflets, clothing, newspapers, etc.) and digital advertisements (web based) are used to do this.
Ask students these questions and discuss with them to facilitate their ideas for promotional creativity:
"What imagery, pictures and settings would help promote products?"
"Should a product specific activity be displayed within the advertisement?"
"What color scheme should be used?"
"Where should company logo/s be placed?"
"What technical information should be placed in the advertisement?"
"How can an impression of product quality and durability be displayed?"
"Should a design for a reoccurring theme be created for use in later advertisements?"
"What headline would grab the consumers attention?"
In the corporate world, it is very important to establish an identity that inspires confidence in
your products and the overall feel of quality. Manufacturing relies heavily on this confidence and constant improvement
in the pursuit of perfecting the product. Customers/Consumers will choose your product and remain customers long
term if a high level of quality and engineering is associated with your products. Assurance that your customers are
spending their money wisely on a well engineered product that will last for years and will also retain their business
so the customer will return to your brand for future purchases. A company and its marketing firm have a target audience
in mind as they work toward promoting and marketing their products. It is their job to use psychology to grab customers
attention through marketing and anticipate their needs and translate that into the Corporate Image that will motivate
those customers to steer towards them for a purchase.
The success and longevity of a company depends on how it is perceived in the market and in the
real world. If marketing and promotion is not implemented correctly, it doesn't even matter how good the products are
because no customers will note take note or maybe even know the product exists. Convince customers/possible
customers that your company is the only option and that your product is manufactured better than any competitors
product. A strong Corporate Identity is of the utmost importance.
-Project Details-Learning Tasks & Procedures
Corporate Design Advertisement #1(first design unit)
1- Open Photoshop and Create a new file: Give it a title US Paper - Letter size - 8.5” wide x 11” tall. Set the resolution
to 300 Pixels Per Inch. Color mode needs to be set to RGB or CMYK. Change the default setting of 8 bit to 16 bit.
Make sure the Color Profile is set to sRGB IEC61966-2.1. Make sure the Pixel Aspect Ratio is set to Square Pixels.
**Immediately save the file in a new folder and title it as Corporate Identity project #1.
2- Open your web browser (Google Chrome/Chromium, Safari, Mozilla Firefox) to do an image search for products,
logos, backgrounds and fonts that you are using in your Corporate Identity advertisement.
3- Save all of these images in the new folder you titled Corporate Identity project #1. Download fonts and double-click to
install in the fontbook for use in applications. **It is always a good idea to keep all images, files and fonts in one
4- Next, the design needs to be assembled.
The order for the layers are: (starting from the bottom and working up) background, product layers range (each shall still
remain separate for resizing and positioning puposes), logo layer, headline layer/s using the Type tool to specify font
desired. Bold and oblique may also be specified. **these items can be placed into the working file using file>place or
copy & paste. -Size and placement can be adjusted with the Transform command. Remember to hold the shift key and
only use the corners, when resizing, to keep original proportions correct.
5- When assembling your design remember to use the Principles of Design and Elements of Design that you have
previously studied in class.
6-Clarify that all specifications have been met with teacher.
7- Remember to save often and also save a .JPG or .PNG version of your document for presentation.
8-Design a Commercial to coincide with promotion print design and theme.
-What are the five typical phases in a project?
Planning and analysis phase; designing phase; building phase; testing phase; implementing or publishing phase.
-What role does analysis play in the planning and analysis phase?
Figuring out the best way to get the project done.
1-Brainstorming a promotion for a company; research of a product/product line/possible competitor lines, new cutting
edge design and engineering in that field.
2-Then phrasing the promotional slogan to promote product and use the information attained in the research of the
3-Then finding/creating pictures to use in the advertisement.
4-Additional images or fonts may be required/needed.
5-Students begin assembling the advertising design using Graphic Design principles.
6-Students will document all work on the Corporate Identity Design-Marketing-Promoting-Advertising checklist
worksheet describing the design, influence, research involved, and ideology behind their advertising promotion.
7-Teacher will discuss design and intents with students during the entire process: determine what is good and what
needs to be revised.
8-Students will revise and finish design.
9-Students will present advertisement to class and critique/discuss with class.
Corporate Identity Design: Advertising and Marketing activities
All projects are developed in specific phases. This is a simple and consistent process for all involved in a project. The first
phase, Planning-Initiation, is the most important phase. The Planning-Initiation phase sets up the foundation for the entire
project's other phases. It cannot be overlooked in urgency when to launching a new project because failure to do the proper
research and design when launching a Corporate Identity Design's Advertising and Marketing campaign is just like trying to
sell a faulty product, it will fail if not designed, engineered or orchestrated correctly.
Here are the major phases -
• Develop client requirements
A project’s dead in the water without these.
• Present/align/iterate/confirm client requirements and expectations
This is a critical step. The excitement and urgency of getting a project moving causes this step to get skipped a lot.
• Determine/assign required resources
You need to know who’s doing what.
• Develop plan
This will be the roadmap for the project. Adjustments will be necessary to keep the project synchronized over its lifecycle. The
best plans need to be flexible, since it’s impossible know what’s going to happen in “real life”, when a project starts.
• Develop sketches and mock-ups
This helps to adjust/hone/focus the idea/design to the final draft stage.
• Develop final draft and present
Adjustments and changes can be made at this point before full implementation
2-Students will hand in checklist worksheets. Teacher will review for understanding and give back to student at the beginning of
class the next day.
Students will learn how to promote a corporation/company, it's products and the identity that it aspires to. It is very important for
a manufacturing company and other types of companies to promote their quality products. A company can have a great
product, but if that is not properly conveyed to the target customer base the product will not be successful. Corporate Identity
Design is based off of many factors: the customer target base, a well thought out promotion and marketing plan to insure
customer confidence in products. The advertisement focus promotes the impression of a company that is consistently
improving it's products and that the initial engineering and construction is not where the product quality stays, but that it is
always improving. A customer also needs to know that if a problem arises, it will be addressed and warrantied; repairing,
upgrading, adjusting, reengineering and correcting any quality issue. A company's market share and long term success is
completely dependent on the success of it's brand promotion through advertising, engineering and quality. Students will learn
the importance of a successful marketing plan. Additionally this project gives a student true insight as to how a marketing plan
is created to solve a problem, brainstorm solutions, design and how they will implement the plan through an advertisement
Principles of Design
The five principles of design are:
Proportion, Balance, Rhythm, Emphasis, Unity.
The size relationship of how one part relates to the size of another part.
How the size of one part relates to the size of the whole.
How elements are arranged horizontally or vertically in a design.
Can be formal (symmetrical).
Can be informal (asymmetrical).
Formal/informal refers to horizontal or side-to-side balance.
Also known as symmetrical balance.
All elements are equal on both sides.
Also known as asymmetrical balance.
All design elements are different on both sides.
Unequal, but balanced.
Used to make appear more exciting.
The feeling of movement – through repetition of lines, color, shapes or textures.
Rhythm is achieved by: Repetition, Radiation, Gradation.
The center of interest in the design.
First thing seen or noticed.
Example: large bold headline of a newspaper.
The goal of the design.
When all parts look as if they belong together.
When elements and principles of design are used effectively.
Elements of Design:
Four major elements of design are as follows:
Color, Line, Shape, Texture.
Helps to identify objects.
Helps understand things.
Helps to communicate feelings and moods.
Consists of hue, saturation, and lightness.
Expresses feelings or moods:
Red – Excitement, power, danger, aggression, anger, love.
Orange – Lively, warmth, cheerful, friendly, energy.
Yellow – Cheerful, bright, sympathy, cowardice.
Green – Refreshing, restful, peaceful, luck, envy, hope.
Blue – Calm, serious, reserved, depression, dignified, serenity
Purple – Dignified, dominating, mysterious, royalty.
Black – Sophisticated, somber, despair, death, mourning.
White – Innocence, purity, faith, peace.
Yellow, Orange, Red.
Blue, Green, Violet.
The name given to a color.
Example: red, green, blue, etc.
Within hue a variety of color can be created.
Example: scarlet red and pink, both of red hue.
The amount of hue in a color.
o Pink – less saturation
o Scarlet – more saturation
The addition of black, white, or gray to a color lowers the saturation or purity of a color.
How light or dark the color appears.
Example: light green and dark green.
Lightness of hue changed by adding black or white.
Gives direction to a design.
Gives movement, can express feeling.
Made thick to show importance, thin to demonstrate quick movement.
Types of lines:
Vertical, Horizontal, Diagonal, Curved.
Vertical lines – carry eye up and down. Convey a feeling of awe or challenge.
Horizontal lines – Carries eye across from side to side. Convey a calm, peaceful feeling.
Diagonal lines – Slanted. Adds interest to a design.
Curved lines – Gently bent. Gives a soft, relaxed look to a design.
The form of an object; anything that has height and weight.
Lines can enclose a space.
Can be used to identify an object.
Example: circle = sun, oval = egg
3 basic types: circle, square, triangle.
The look or feel of a surface.
Describing words such as ‘rough’ or ‘smooth’.
Adds dimension to a design.
Used to create surface appearance.
Dots and lines often used to create texture.