Engineering - Telecommunications Engineering assignment 4
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ModuleFourActivityGuidelinesandRubric.html.zipModule Four Activity Guidelines and Rubric.html
COM 431 Module Four Activity Guidelines and Rubric
Overview
An important component of developing and maintaining a brand is designing and using brand elements such as logos, taglines, typography, and color palettes. These elements help consumers recognize brands and help maintain alignment to brand personalities. In this assignment, you will evaluate a few brand element concepts and use the strongest concept to create a branded message.
Scenario
Imagine you are a communication specialist for a business called Impact Ed. Impact Ed is a company that provides online trainings and certifications for professionals looking to upskill and participate in professional development. The company then matches participants to companies that are hiring for a particular skill set. They are committed to providing high-quality trainings and certifications at reasonable prices. Impact Ed’s target audience is professionals, and they work with many professional organizations to create trainings, do market research, and connect clients with potential employers. This means they need to develop a brand identity that expresses quality, professionalism, growth, and empowerment.
You have been asked to review brand element concepts provided by a contracted company, select the concept that best suits Impact Ed’s identity and target audience, and use the selected concept elements to announce a promotional offer on their website. The slogan for the offer is “New Year, New Opportunities”, and Impact Ed will offer 50% off all courses and certifications for the month of January.
Prompt
Part I Read the Impact Ed Brand Element Concepts document and evaluate the three brand element concepts Custom Concepts Advertising Agency created for Impact Ed. Then, select the concept that best matches Impact Ed’s intended brand identity and use it to create your messages.
Specifically, you must address the following rubric criteria:
- Brand Identity: Justify how the brand elements from the selected concept align to Impact Ed’s brand identity, using supporting evidence.
- Target Audience: Explain how the brand elements from the selected concept will likely be received by the target audience. Base your response on what you’ve learned in the module resources about best practices in visual design.
- Brand Element Evaluation: Explain how the brand element concept you selected is the most appropriate for Impact Ed in comparison to the alternatives. Use examples and course resources to support your evaluation.
Part II Using your selected brand element concept and promotional slogan, create one communication announcing the promotional offer as an advertisement on LinkedIn. Use the LinkedIn Advertisement Examples document, which provides a few examples of advertisements from LinkedIn, to get a sense of the techniques and formats you can use to create your promotional advertisement.
Specifically, you must address the following rubric criteria:
- Brand Element Usage: Appropriately use brand elements in the communication to represent the organization’s brand.
- Message: Craft a communication that conveys key information consumers need to know in order to take action, and do so in a way that is engaging to the target audience.
- Business Writing: Craft the communication using best practices for business writing to convey professionalism and credibility to consumers.
The Visual Design Media Guide provides basic information and useful tutorials on the different types of tools you can use to create different types of visual communications. There is also a section on social media that includes templates, which you are encouraged to use for this assignment.
What to Submit
Submit this assignment as a Word document. All portions of the assignment (excluding the created message for Part II) should be between 250 to 500 words in length. The created message for Part II should be included in the same document as a screenshot image. Any sources should be cited according to APA style.
Module Four Activity Rubric
| Criteria | Exemplary (100%) | Proficient (85%) | Needs Improvement (55%) | Not Evident (0%) | Value |
|---|---|---|---|---|---|
| Brand Identity | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Justifies how the brand elements from the selected concept align to the organization’s brand identity, using supporting evidence | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include strengthening the justification for the selected brand element concept to connect it more clearly to the organization’s brand identity | Does not attempt criterion | 20 |
| Target Audience | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Explains how the brand elements from the selected concept will likely be received by the target audience, using the module resources on best practices in visual design to support the explanation | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include strengthening the supporting evidence of connections between the identified target audience and visual designs | Does not attempt criterion | 10 |
| Brand Element Evaluation | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Explains how the selected brand element concept is the most appropriate for the organization in comparison to the alternatives, using supporting evidence | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include adding justifications for why the concepts that weren’t selected were less appropriate for the organization than the concept that was | Does not attempt criterion | 10 |
| Brand Element Usage | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Appropriately uses brand elements in the communication to represent the organization’s brand | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include using brand elements more appropriately based on the communication type and channel | Does not attempt criterion | 20 |
| Message | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Conveys key information that consumers need to know in order to take action and does so in a way that is engaging to the target audience | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include using more appropriate techniques based on the communication’s purpose and target audience | Does not attempt criterion | 20 |
| Business Writing | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Uses best practices for business writing to create a promotional communication that conveys professionalism and credibility to consumers | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include strengthening the communication by using strategies for business writing | Does not attempt criterion | 10 |
| Articulation of Response | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose | Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability | Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas | 5 |
| Citations and Attributions | Uses citations for ideas requiring attribution, with few or no minor errors | Uses citations for ideas requiring attribution, with consistent minor errors | Uses citations for ideas requiring attribution, with major errors | Does not use citations for ideas requiring attribution | 5 |
| Total: | 100% |
course_documents/COM 431 Impact Ed Brand Element Concepts.pdf
Custom Concepts Advertising Agency Client: Impact Ed
Dear Impact Ed, The following designs were developed based on the information you provided to our graphic design team. Select the set of brand elements you wish to purchase. Below are three separate concepts for you to choose from. The concepts each have a unique look and feel that can be used to develop your brand’s identity and express its personality. Each concept includes primary and black-and-white logos, a three- color color palette, and primary and secondary font families. Thank you for choosing Custom Concepts! The Custom Concepts Team
Custom Concepts Advertising Agency Client: Impact Ed
Concept 1
Logo Designs
Logo Type Logo Design Use Cases
Primary
Logo
Use in the majority of brand
materials; best suited to full-color
visual messages
Black-and-
White
Logo
Use in black-and-white messages
Color Palette
Primary Secondary Emphasis
HEX: #21216b
RGB: 33,33,107 HEX: #e3ae44
RGB: 227,174,68 HEX: #fff6de
RGB: 255,246,222
Typography
Priority Font Family Use Cases
Primary
Font
Family
Book Antiqua
Book Antiqua Bold
Book Antiqua Italic
Use in the majority of branded
messages, especially for titles and
headers
Custom Concepts Advertising Agency Client: Impact Ed
Priority Font Family Use Cases
Secondary
Font
Family
Verdana
Verdana Bold
Verdana Italic
Use to increase readability for
lengthy texts or small print (e.g., in
reports) or pair with a primary font
family to establish a clear visual
hierarchy (e.g., text on a webpage)
Concept 2
Logo Designs
Logo Type Logo Design Use Cases
Primary Logo
Use in the majority of brand materials; best suited to full-color visual messages
Black-and- White Logo
Use in black-and-white messages
Custom Concepts Advertising Agency Client: Impact Ed
Color Palette
Primary Secondary Emphasis
HEX: #59b7ff RGB: 89,183,255
HEX: #70ff66 RGB: 112,255,102
HEX: #FFD962 RGB: 255,217,98
Typography
Priority Font Family Use Cases
Primary Font
Family
Century Gothic Century Gothic Bold Century Gothic Italic
Use in the majority of branded messages, especially for titles and headers
Secondary Font
Family
Garamond Garamond Bold Garamond Italic
Use to increase readability for lengthy texts or small print (e.g., in reports) or pair with a primary font family to establish a clear visual hierarchy (e.g., text on a webpage)
Concept 3
Logo Designs
Logo Type Logo Design Use Cases Primary
Logo
Use in the majority of brand materials; best suited to full- color visual messages
Custom Concepts Advertising Agency Client: Impact Ed
Logo Type Logo Design Use Cases Black-and-
White Logo
Use in black-and-white messages
Color Palette
Primary Secondary Emphasis
HEX: #21216b RGB: 33,33,107
HEX: #ff624a RGB: 255,98,74
HEX: #d9e7ff RGB: 217,231,255
Typography
Priority Font Family Use Cases
Primary Font
Family
Freestyle Script Freestyle Script Bold Freestyle Script Underline
Use in majority of branded messages, especially for titles and headers
Secondary Font
Family
Verdana
Verdana Bold Verdana Italic
Use to increase readability for lengthy texts or small print (e.g., in reports) or pair with primary font family to establish a clear visual hierarchy (e.g., text on a webpage)
- Concept 1
- Logo Designs
- Color Palette
- Typography
- Concept 2
- Logo Designs
- Color Palette
- Typography
- Concept 3
- Logo Designs
- Color Palette
- Typography
course_documents/COM 431 LinkedIn Advertisement Examples.pdf
COM 431 LinkedIn Advertisement Examples Below are examples of LinkedIn advertisements that can help guide the creation of your own.
• Below is a short, sweet advertisement that links to an extended article.
• Below is an advertisement that provides clickable options based on the viewer’s interests.
• Below is an advertisement that is short and sweet with an emotionally appealing image and clickable link to more information.
• Below is an advertisement with more written content alongside an emotionally appealing image and clickable link to learn more.
- COM 431 LinkedIn Advertisement Examples
course_documents/COM 431 Visual Designs Media Guide.pdf
Visual Design Media Guide
Media Type Visual Tools and Tutorials
Print Brochures
Adobe InDesign Create beautiful layouts for both print and digital media using InDesign. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Get Started With InDesign
Tutorial: Create a Brochure Microsoft Word Create brochures using Microsoft Word. To access templates, open a new Word document and use the search tool to find a brochure template.
Video Tutorial: How to Create a Brochure Using Word 2013/2016 (4:46)
Video Tutorial: How to Make a Tri-Fold Brochure in Microsoft Word (1:26)
Canva Create brochures using Canva. You will need to create an account on Canva.com to use this program.
Video Tutorial: How to Use Canva Tutorial for Beginners (24:09)
Print Business Cards
Adobe InDesign Create beautiful layouts for both print and digital media using InDesign. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Getting Started With InDesign
Tutorial: Create a Business Card Microsoft Word Create business cards using Microsoft Word. To access templates, open a new Word document and use the search tool to find a business card template.
Video Tutorial: Microsoft Word Business Card Template (3:29) Canva Create personalized business cards using Canva. You will need to create an account on Canva.com to use this program.
Video Tutorial: How to Use Canva Tutorial for Beginners (24:09)
Media Type Visual Tools and Tutorials
Print Flyers
Adobe InDesign Create beautiful layouts for both print and digital media using InDesign. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Getting Started With InDesign
Tutorial: Make a Flyer Microsoft Word Create flyers using Microsoft Word. To access templates, open a new Word document and use the search tool to find a flyer template.
Video Tutorial: Microsoft Word - Create Flyer (12:31) Canva Create flyers using Canva. You will need to create an account on Canva.com to use this program.
Video Tutorial: How to Use Canva Tutorial for Beginners (24:09)
Piktochart Create flyers using Piktochart. You will need to create an account on Piktochart.com to use this program.
Video Tutorial: A Simple Guide to Piktochart for Beginners (5:11)
Print Cards
Adobe InDesign Create beautiful layouts for both print and digital media using InDesign. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Getting Started With InDesign
Tutorial: Set Up a Postcard Microsoft Word Create cards, postcards, or invitations using Microsoft Word. To access templates, open a new Word document and use the search tool to find a card, postcard, or invitation template.
Video Tutorial: How to Print Postcards at Home (1:30)
Video Tutorial: Creating Invitations Using Clipart in Microsoft Word (8:38)
Canva Create cards, postcards, and invitations using Canva. You will need to create an account on Canva.com to use this program.
Reading: The Free Book Cover Maker With Stunning Layouts
Media Type Visual Tools and Tutorials
Print Covers
Adobe InDesign Create beautiful layouts for both print and digital media using InDesign. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Getting Started With InDesign Canva Create book or magazine covers using Canva. You will need to create an account on Canva.com to use this program.
Video Tutorial: How to Use Canva Tutorial for Beginners (24:09)
Web Website
Wix.com Create a personal or professional website with Wix. You will need to create an account on Wix.com to use this program. You can access their portfolio of templates when you create a new website.
Video Tutorial: How to Make a Stunning Website on Wix.com (10:14)
Web Banner
Canva Create a banner for a website using Canva. You will need to create an account on Canva.com to use this program.
Reading: Free Banner Maker
Web Video
Tools
Document: Video Guide Consider sharing your video on social media, YouTube, or a website or use it as a commercial.
Media Type Visual Tools and Tutorials
Web Social Media
Canva Create appropriately sized posts and banners for various social media using Canva. You will need to create an account on Canva.com to use this program. Adobe Spark Create clean, appropriately sized posts and banners for popular social media sites using Adobe Spark, a free web-based tool. You will need to create a free account on Adobe Spark to use this tool. Social Media Templates Create fictitious social media profiles and posts in Microsoft Word using the following templates. These templates allow you to demonstrate your mastery of social media creation without the need to create live social media accounts. Copy and delete sections to suit your needs.
Presentation Slide
Presentation
Microsoft PowerPoint Use Microsoft PowerPoint to create a slide presentation. To access templates, open PowerPoint and use the search tool to find a template.
Video Tutorial: Beginner’s Guide to PowerPoint (23:12) Canva Create a presentation using Canva. You will need to create an account on Canva.com to use this program.
Reading: Design Powerful and Engaging Presentation Slides
Presentation Poster
Piktochart Create a poster using Piktochart. You will need to create an account on Piktochart.com to use this program.
Video Tutorial: A Simple Guide to Piktochart for Beginners (5:11) Canva Create a poster using Canva. You will need to create an account on Canva.com to use this program.
Reading: Custom Posters Made Easy With Canva’s Poster Maker
Media Type Visual Tools and Tutorials
Presentation Charts
Microsoft Excel Use Microsoft Excel to plot data in a graph, chart, or diagram.
Video Tutorial: Excel Charts and Graphs (14:09) Draw.io Use draw.io to design graphs, charts, and diagrams. You will need to create an account on draw.io to use this program.
Video Tutorial: Quick Introduction to Draw.io (4:29)
Presentation Infographic
Piktochart Create an infographic using Piktochart. You will need to create an account on Piktochart.com to use this program.
Video Tutorial: A Simple Guide to Piktochart for Beginners (5:11)
Reading: A Student’s Guide to Getting Started With Piktochart Consider whether you will present your infographic on a website, a printed poster, etc. PikMonkey Use PikMonkey to create unique digital assets with versatile text tools, vector graphics, effects, and more. PikMonkey also has collaborative features that allow you to easily work with other team members to create and share in real time.
Blog Tutorial: How to Use PikMonkey
Blog Tutorial: Create an Infographic: Five Popular Styles Venngage This free web tool can be used to create infographics from scratch or from its library of templates.
Video Tutorials: Onboarding Guide (29:52)
Media Type Visual Tools and Tutorials
Other Illustrations
Adobe Illustrator Use Adobe Illustrator to create a variety of graphics using drawing tools, beautiful typography, and innovative features. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Get to Know Illustrator Google Drawings Use Google Drawings to create illustrations, logos, or other original visuals. You will need to create a Google account and access your Google Drive to use this program.
Video Tutorial: How to Design a Logo in Google Drawings (11:15) PikMonkey Use PikMonkey to create unique digital assets with versatile text tools, vector graphics, effects, and more. PikMonkey also has collaborative features that allow you to easily work with other team members to create and share in real time.
Blog Tutorial: How to Use PikMonkey
Blog Tutorial: Make a Design
Other Photo Editing
Devices Use a digital camera, cell phone, or other device of your choosing to take photographs to create a visual. Adobe Photoshop Use Photoshop to edit and modify images to suit the needs of your project. Photoshop comes with a wide range of professional, quality tools that can help you create incredible image-based media. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Get to Know Photoshop
Video Tutorial: Create an Image for Social Media (4:46) PikMonkey Use PikMonkey to create unique digital assets with versatile text tools, vector graphics, effects, and more. PikMonkey also has collaborative features that allow you to easily work with other team members to create and share in real time.
Blog Tutorial: How to Use PikMonkey
Blog Tutorial: Photo Editing for Beginners
Media Type Visual Tools and Tutorials
Other Advertisement
Adobe InDesign Create beautiful layouts for both print and digital media using InDesign, which allows you to incorporate images and illustrations created in other programs (such as Photoshop or Illustrator) into a polished deliverable. To view these resources, make sure you are logged in to your Adobe account.
Tutorial: Getting Started With InDesign Canva Create ads using Canva. You will need to create an account on Canva.com to use this program.
Video Tutorial: How to Use Canva Tutorial for Beginners (24:09) PikMonkey Use PikMonkey to create unique digital assets with versatile text tools, vector graphics, effects, and more. PikMonkey also has collaborative features that allow you to easily work with other team members to create and share in real time.
Blog Tutorial: How to Use PikMonkey
Blog Tutorial: Make a Design
