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ASSESSMENT ITEM – Brand, Identity and Logo Literacy TaskCOURSE TITLE Visual Art COURSE CODE (A) 7099 (T) 71081.0 UNIT 0.5 UNIT0.5 UNIT

Graphic Art & Design in Print UNIT CODE (A) 71062 (T) 71236

ASSESSMENT ITEM TYPE

Literacy Task SEMESTER YEAR

S22016

TEACHERS Mark Will WEIGHTING 20%LINES 3 DUE DATE Final: Friday 23 September (week 10)VET COMPETENCIES

n/a

Information about all BSSS policies such as moderation procedures, calculation of unit scores and course scores, attendance requirements, penalties for late or non-submission of work or for plagiarism, and procedures for appealing against a grade or score may be found in BSSS Policy and Procedures Manual, at http://www.bsss.act.edu.au/ , or the LTC website http://www.ltc.act.edu.au/student_life/assessment_policy.

• Relationship to Unit Goals

• Demonstrate visual literacy skills and aesthetic awareness and sensitivity in relation to Design in Art;• Research, generate and synthesise ideas for art making; Acquire, develop, and extend a range of skills in relation to Design in Art; Discuss and communicate relevant contextual issues in their own work, and historical, social, cultural and

technological aspects of design in art.

• Task Description

This task requires students to write about their understandings regarding brand, identity and logo by

answering the questions provided. Explore the resources provided as well as researching your own in order to

make clear observations and provide arguments supported by art/design language and technical

understandings.

• Assessment Conditions

Students have been preparing for this task since the Rio 2016 corporate identity was discussed, through to the

Olympics, Colour and Rebel activities unpacked via the teacher’s blog. Students are to build on this preparation

throughout week 9 with a formal in-class component delivered Wednesday 21 September (week 10).

Students are to complete the exercise on their blogs which will be checked for submission NLT COB Friday 23

September (week 10).

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• Questions and structure

(Task is to be completed on your blog via a new page/menu entitled Brand, Identity and Logo)

1. Define the following:a. Brandb. Identityc. Logo

2. Considering the Cows and Companies task, describe your enterprise’s Brand, Identity and Logo.

3. What type of logo have you designed and explain why? Use the TICS strategy to analyse the design

(but do not evaluate it) - ensure you cover all technical elements (refer handouts).

4. Choose one of the following (refer handout for visuals):

a. Pepsib. Googlec. QANTASd. BPe. Microsoftf. Airbnb

Firstly, write an analysis by referring to the Elements and Principles of Design and TICS for the new

variant of the logo you have chosen (refer Q3).

Secondly, make an argument as to whether you consider the redesign successful or unsuccessful. Take

a single, subjective position and use appropriate art/design language to write persuasive syntax.

5. (T only) Conclude by providing your understanding of this statement: “Corporate reputation refers to

the expectation, attitudes and feelings that consumers have about the nature and the underlying

reality of a company as represented by its corporate identity” Topalian, 1984).

• Bibliography (T only)

Include a thorough Reference section using Harvard or APA conventions.

Consider using Grammarly to assist you overall with the drafting of this Literacy Task and

www.citethisforme.com for composing your Bibliography.

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• Resources

http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/

http://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#73f8dc682aa4

https://nodinx.com/5-basic-types-of-logos/

http://www.designishistory.com/1450/type-classification/

https://www.amara.com/luxpad/colour-psychology/colour-psychology/

• Task Specific Assessment Criteria / Rubric

Criteria Unsatisfactory Satisfactory Good Very Good Excellent ScoreRequirements of task met

25 marks

0-5 pointsStudent has not followed instructions and minimal to none of the requirements have been completed

6-10 pointsStudent has followed instructions to a basic level and some of the requirements have been completed

11-15 pointsStudent has followed instructions to an average level and a satisfactory number of requirements have been completed

16-20 pointsStudent has followed instructions to an above average level and a majority of the requirements have been completed

21-25 pointsStudent has followed all instructions and all of the requirements have been completed

Accuracy of research and quality of written communication

25 marks

0-5 pointsTask has been completed with minimal to nil research and written communication is below standard

6-10 pointsTask has been completed with basic research and written communication is below average

11-15 pointsTask has been completed with average research and written communication is satisfactory

16-20 pointsTask has been completed with above average research and written communication is very good

21-25 pointsTask has been completed with excellent research and written communication exemplary

Demonstrated understanding of task

25 marks

0-5 pointsStudent has not demonstrated an understanding of the context of the task

6-10 pointsStudent has demonstrated a below average understanding of the context of the task

11-15 pointsStudent has demonstrated an average understanding of the context of the task

16-20 pointsStudent has demonstrated an above average understanding of the context of the task

21-25 pointsStudent has demonstrated an excellent understanding of the context of the task

Student initiative, contribution and self-management

25 marks

0-5 pointsStudent asked minimal to nil questions, failed to contribute to class discussions and activities and did not demonstrate an ability to self-manage the task

6-10 pointsStudent asked some basic questions, contributed minimally to class discussions and activities and demonstrated some ability to self-manage the task

11-15 pointsStudent asked basic questions, contributed moderately to class discussions and activities and demonstrated an satisfactory ability to self-manage the task

16-20 pointsStudent asked numerous questions, contributed well to class discussions and activities and demonstrated an above average ability to self-manage the task

21-25 pointsStudent asked numerous HOT questions, contributed extensively to class discussions and activities and demonstrated an excellent ability to self-manage the task

OVERALL SCORE /100:

LATE PENALTY?

YES / NO

DAYS LATE: PENALTY AMT:

20% VALUE:

GRADE:

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