Project 2 Response Writing

Due Tues. Mar. 1 before the end of class.

Create a letter-sized, portrait Word Document, or other text-based document, and include the following in the header:

• your first and last name / your Winthrop email
• VCOM 453 / Corporate Identity / Response Writing 2 / Spring 2016

For questions 1-6, students will review another student's Carmine's work.

• Andréa reviews Anna
• Anna reviews Chris
• Chris reviews Karis
• Karis reviews Anthony
• Anthony reviews Andréa

1. State the name of the student whose work you are reviewing. Use three adjectives to describe their Carmine's overall visual aesthetic, stating why you've chosen those adjectives.

2. Why do you think the designer created their solution using the presented aesthetics, form-language, style, and color? Support your answer citing elements from their design(s).

3. When you look at their Carmine's designs, what other restaurant immediately comes to mind and why? It should be a real restaurant. It does not have to be an Italian restaurant. Supply an image for visual reference.

4. How do you, the reviewer, think the designer's solution would be received by Carmine's, and why?

5. Aesthetically and formally, does the designer's solution have an appropriate look and feel for the audience(s), and for Project 2's directives? Why or why not?

6. Based on all of the design work, what part of the designer's process do you think worked out for the best, giving them successful results? What part for the worst? State why and cite elements found in their work, or elements lacking in their work. Consider evaluating their craft, which you can evaluate based on the results you see, and assess based on your knowledge of production software or tools. You could also evaluate the concept, theme, message by looking at their Exercise 2 research, their moodboard and demographic.

The final written document will be saved to Turnstile_2 as a PDF, and also printed out and delivered to the instructor before the end of class.

Worth 30 points

• 10 points for answering all of the questions completely
• 8 points for citing examples to back-up your answers where requested
• 5 points for writing, spelling, grammar 
• 5 points for overall clarity and logic of statements, and strength of written argument
• 2 points for formatting, following directions

Mid-Term Content

Students are responsible for the followings terms, principles, and content, as described and defined in our textbook, and will be tested on it during our Thurs. Feb. 18 class.

1. Examples of Brand Touchpoints
2. Definition (in your own words) of Brand Touchpoints
3. Brand Identity, defined in your own words
4. Examples of: wordmark, letterform (lettermark), emblem, pictorial mark, abstract/symbolic mark, dynamic mark
5. Company's name on the web, such as .com, .net, and how it impacts brand value
6. Companies merging
7. Raising money for a new company
8. Reasons to Invest in Brand Identity
9. Stakeholders, and examples of each in any given company
10. The Branding Process diagram
11. Effective Name Attributes
12. Taglines, what they are, and examples of them
13. When to "Start the Process"
14. Stakeholders

The exam will include:

• multiple choice
• fill in the blanks
• True or False
• short written essays

We will have a mid-term exam review Thurs. Feb. 11.