Business and Entrepreneurship

Criteria

Formative

Developing

Competent

Mature

Exemplary

Content (50%)

Audience understands the visual narrative of the logo and letterhead

Audience infers meaning of logo and letterhead in relation to the company’s core business, product, service, or purpose

Visuals are clear and easy to read/view within logo and letterhead

Visuals have proper text when appropriate, complement the visual, and augment audience comprehension

Lacks minimum required recognition for audience understanding; viewers cannot evaluate logo purpose; lacks appropriate and consistent application

Audience judgments regarding logo and letterhead meaning and purpose may be vague or confusing; presents the logo and letterhead vaguely; may use an inappropriate visual for the what is presented; lacks appropriate and consistent application

Audience perception of visual narrative’s purpose and meaning is clear, though errors are present; the type of logo and letterhead is adequate for the information presented; logo and letterhead are present but lack complementary status with overall visual narrative, and do not aid viewer comprehension

Audience perception of visual narrative’s purpose and meaning is clear; no errors are present; the type of logo and letterhead is suitable for the information presented; logo and letterhead are present and complementary with overall visual narrative and aid viewer comprehension

Audience perception of visual narrative is immediate and memorable; no errors are present; type of logo and letterhead presented are ideal for the assignment; logo and letterhead are elegantly labeled for audience understanding, usability, and evaluation of overall visual narrative; logo and letterhead drive and generate new viewer meaning

Style (50%)

Employs typeface, color, and other design elements ethically, consistently, professionally, and to a specific audience

Uses correct spelling, punctuation, and capitalization where needed

Logo and letterhead are clear, completely viewable, and designed for specific audiences

Lacks basic proofreading and/or design elements; uses inappropriate visuals or inappropriate ethics for the logo and letterhead presented; multiple grammatical, mechanical, and visual errors present

logo and letterhead may contain questionable ethics or biases; audience needs are not accounted for in design elements; some grammatical, mechanical, and visual errors present; design elements not professional or geared toward specific audience(s)

logo and letterhead contain appropriate ethics; audience needs mostly accounted for in visuals; no biased or inappropriate language; maybe one or two grammatical, mechanical, and visual errors present; professional design elements mostly employed but not focused on specific audience(s)

Visuals ethically presented; appropriate visual elements fully account for audience needs; visual elements closely align with specific audience expectations and desires; careful proofreading; no errors; professional design elements used throughout that anticipate audience needs

Masterful visual presentation of logo and letterhead in a clear, specific, and ethical manner; audience needs, expectations, and desires eloquently fulfilled for maximal persuasive effect; careful proofreading; no errors; professional design elements are sophisticated toward anticipating audience needs