Sessions28
  1. Part IBrand from Business Data
  2. 01Mon Aug 24Kickoff and Introductions
  3. 02Wed Aug 26Design Practice and Process
  4. 03Mon Aug 31Version Control, and Design Practice in the Age of New Mediums
  5. 04Wed Sep 2Discovery Workshop
  6. Sep 7No class
  7. 05Wed Sep 9The Process So Far
  8. 06Mon Sep 14Pitch Studio
  9. 07Wed Sep 16Pitch Studio: the recording
  10. 08Mon Sep 21Should designers design?
  11. Part IIBrand as Foundation
  12. 09Wed Sep 23Process: Definition
  13. 10Mon Sep 28Brand: Storytelling
  14. 11Wed Sep 30Creative Brief Studio
  15. 12Mon Oct 5Aesthetics and the Moodboard
  16. 13Wed Oct 7Standing Apart
  17. Oct 12No class
  18. 14Wed Oct 14Milestone 2: brand explorations
  19. 15Mon Oct 19Design Systems
  20. 16Wed Oct 21Brand Systems: Tokens and Rules
  21. 17Mon Oct 26Brand Systems: Voice and Language
  22. 18Wed Oct 28Testing the System with AI
  23. 19Mon Nov 2System Review Studio
  24. 20Wed Nov 4Milestone 3: the brand, presented
  25. 21Mon Nov 9Design for Meaning: Storytelling, Mythology, and Meaning
  26. 22Wed Nov 11Product-Market Fit
  27. 23Mon Nov 16Brand Book Studio
  28. 24Wed Nov 18Build Session 1
  29. 25Mon Nov 23Guest speaker, to be announced
  30. Nov 25No class
  31. 26Mon Nov 30Build Session 2
  32. 27Wed Dec 2Milestone 4: the brand book and the landing page
  33. 28Mon Dec 7Milestone 4, day two, and Wrap-Up

ART 418 · Session 12 of 28 · Part II · Brand as Foundation

ART 418 12: Aesthetics and the Moodboard

Monday, October 5

What aesthetics means, where Western thought has located beauty from Plato to the brand, how an archetype shows up in a look, how to name the parts of a look, and how to talk about it with clients who are not designers. Then moodboards: how other fields use them, how Workhorse builds them from descriptors and themes, where looking turns into copying, and how to build a board that stays yours. Work time on your boards, with app and site screens added.

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Click the slides, then arrow keys. F for full screen.Open in its own tabThe slides as a PDF

Read before this class

  1. The brief
  2. The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypeschapter 2, "Archetypes: The Heartbeat of Enduring Brands": the Apple logo, the Beetle, Coke, and the Young & Rubicam study of one archetype against confused brands, about 12 pp. of text

Materials

  • Blame the MoodboardAIGA Eye on Design, 2022. Why boards built from the same feeds make every brand look the same.
  • Style Tiles and How They WorkSamantha Warren, A List Apart, 2012. The step between a moodboard and a mockup.
  • MobbinA library of app and site screens. The free tier is small; your own phone is the first place to look.
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