Prerequisite: GDMA1240 In this course students will examine and analyze existing identity and explore the history of corporate identity. Branding strategy will be studied as it relates to identity. Students study color theories of Munsell, Albers and others. Exercises to develop a sensitivity to color phenomena and color characteristics are studied. Students will create identity revision/ updates and create new identity systems based on specific branding requirements. Students will examine current identity requirements and will write a graphic standards and application manual for identity designs they create. An emphasis will be placed on use of appropriate typographic qualities, shape/ form, color and integration of these elements.