Visual identity in graphic design should stem from authentic identity: the distinguishable essence of an individual, product, service, experience, company, or institution. As the designer, your first job is to identify that essential difference so you can harness its power in the visual identity you create. If you are unaware of this essential difference your proposed design solutions will likely be generic or, worse, inauthentic. This course investigates stand-alone symbols, custom typography, icon sets, and trademarks within the larger context of an identity system. Applications include print, three-dimensional media, and the screen.

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