DESIGN BRIEF

BBA has a long and distinguished history as an educational institution. This tradition and reputation is conveyed, in part, by its symbols through which it communicates its identity to the community (local, regional and world-wide).

As an Independent School BBA must continue to attract students (and their parents) in an increasingly demanding and competitive environment,

Now that BBA has entered the 21^st century and continues to chart a course, for the future, it is necessary to re-visit and update these symbols to reflect both BBA's long tradition, and it's vision for the future. 

Design Challenge/Problem Statement:

In what way can we re-design the existing the BBA logo to reflect both our long tradition as an educational institution and at the same time present an identity that reflects BBA’s continued commitment to education in the 21^st century?

Deliverables:

A redesigned logo for BBA, that will be used in multiple formats. This will be provided in suitable ready to use digital files .

The 4 parts of this project, (including its presentation), will be graded separately (as activities) according to the activity project rubric. Additionally, the project will also be graded cumulatively (as a project) at its conclusion. The reason for this is to encourage re-visitation and re-evaluation of the various phases of the design process emphasizing the iterative nature of the process and hopefully leading to a more thoughtful and successful design.

PART 1  

Defining and Researching the Problem: Group Work

This phase of the design process will be completed and assessed as a group and the information collected will be shared among the individual designers.

1. Critique the current BBA logo. Looking for strengths and weaknesses.
2. Define what "Learning in the 21st century means.
3. Research the history of BBA, with particular attention paid to the way in which BBA has used symbols to identify and represent itself to the public.
4. Consider the visual record for new possibilities.Each designer must find at least 3 sources which are documented and annotated.
5. Develop a list of questions and talking points for interviewing various constituencies of the BBA community and the surrounding community.
6. Interview at least 3 students, 3 teachers or staff and 1 person outside of BBA. The people you interview should reflect the diversity of the BBA community. Do not just interview your friends, do not interview someone who has already been interviewed by someone else.
7. Create a shared document and summarize these interviews. Include name and basic information on each.
8. From this information (interviews, general research) create a list of  the most important user needs (meet the things the design must "do" ) to successfully meet the design challenge.

A slide presentation which contains the following:

• A summary of the data from interviews.
• A definition of the term "21st century learning
• A critique of the current BBA logo
• A prioritized list of "user needs"
• Research BBA history that is documented and annotated (includes images with an explanation or comment)

Developing Design Concepts: - Individual Work

Using the information gathered in Part 1 of the project, develop 3 different concepts that reflect the user needs that you have developed and take in to consideration any other factors you have discovered along the way.

There are 2 parts to this phase of the process you must do both:

1. Criteria for initial brainstorming (thumbnail drawings)

• Done in the sketchbook
• Drawings should be labeled, drawn in pencil or ink and notated where appropriate.
• Explore 3 variations of each concept in order to fully explore its possibilities. A total of at least 9 drawings
• Your thumbnail drawings must be posted to your e-portfolio.

2. Criteria: Finished Concept drawings:

• 3 Finished drawings on white paper 8.5x11” suitable for display and critique.
• Concept drawings should have 1 concept per page (both a black and white and color version) and the image large enough to be seen easily from a distance.
• Concept drawings should be initially drawn in light pencil, and then inked. Color should be added with marker or colored pencil.
• Your drawings should be labeled as needed for clarity and understanding. Each page should have: your full name, the date, and the name of the project.
• Your concept drawings must be posted to your e-portfolio 

Selecting and suggested refinements of the best concept and creation of  the final design,  Individual

After you have completed your 3 (or more) concept drawings, you will meet with me, and/or participate in a critique with one or more students to discuss your concepts and select your best option. You must complete this task before moving forward with your design. It is recommended that you consult more than once during this phase of the project.

Selecting in the best option consider the following:

• Clearly communicate what makes BBA unique and a school engaged with learning in the 21^st century.
• Pays appropriate attention to the history and traditions of BBA
• Use good design principles
• Look great in Black and white AND color
• Look great a range of sizes

Create your final version of your logo in Illustrator using the following criteria:

• Create your final design in black and white AND color.
• Create your final design in 3 different sizes (see examples below).

Presenting your work:

Your final project should be presented as follows:

• Securely and neatly mounted on a presentation board.
• Include the original Design Challenge/Problem Statement (above).
• Include your 3 concepts.
• Include your final design (see specifics above)
• Include any historical or contemporary influences that were important to the development of your design.
• Include a brief statement which describes and explains your design decisions. Include visuals of any influence from historical resources, conversations from critiques, inspirations from outside sources etc.

Participate in the Critique

• Present your work to the group for critique.

Final Reflection on the process,

• AFTER YOUR CRITIQUE: Write a short reflection about your process and your final design. See the page on Critique. Reflections and Artist's Statements (in Navigation bar on right hand side of the page). Post it to your e-portfolio underneath your final design images.

Examples of the logo at different scales (in context).

At the scale of a billboard

At the scale of a business card.

At the scale of an advertisement in a magazine.