Almost two years ago, I was asked by SVA MPS Branding Chair Debbie Millman and Co-Founder Steven Heller to teach a course for the new program, which kicked off its inaugural year this September. Over the months leading up to the program’s launch, I had the opportunity to immerse myself in research and to seek out the opinions of fellow faculty as I prepared this class. I am grateful for their contributions, and for the smart and hardworking students that enrolled in the course. I couldn’t have asked for a better group, and their contributions deepened and amplified the themes I’ve laid out here at every turn. I found few resources online for assembling a class of this kind, yet its topics seem to infuse our contemporary discussions of design and identity. I offer the syllabus here as an evolving document and will be adding to it myself over time. I welcome suggestions for additions as well. —RG
Course description: Beginning with the history and underlying ideas of branding and identity design, this course will examine the development of classic identities as well as seminal identity designers and design studios. We will also review contemporary cases that highlight the challenges of brand and identity creation in specific sectors including fast-moving consumer goods, durable goods, services, organizations, places, and ideas. At the same time, we will examine both critical viewpoints around the practice of identity design and speculate on the future of brands and branded environments.
Above all, this course will:
- Educate and train your eyes
- Ask you to observe, evaluate, and critique basic claims and assumptions
- Provide you with a platform for research