Design & Education

IVC / Syllabus

IVC / Fall 2018

Integrated Visual Communication

ComD 371-11

School of Design
Communications Design Department

2 BFA Studio Credits
Prerequisite: COMD 250, 251, 252

Thursday 04:30PM - 08:50PM
Pratt Studios, Room 303


Course Description

Bulletin Description:

The Integrated Visual Communication courses function as lab and studio environments that engage students’ applied technical skills and craft through a range of cross-disciplinary assignments. Critical strategies will be covered through weekly lectures and in-class studio time that help guide students through each phase of application and production.

Information and ideas take on many forms in contemporary design practices. The inherent challenge is for designers to consistently apply the execution of idea, form, and craft across different media platforms that each introduce a unique set of properties and constraints to respond to. This course exposes students to the tools and knowledge base required to realize design concepts at high levels of production and craft.

Detailed Description:

In Integrated VisCom 1, assignments are structured across multiple platforms prompting students to employ elements of responsive design, narrative, and messaging, as well as introducing students to the tasks and responsibilities encountered in large-scale projects, comprehensive project management and physical production. Assignments will encourage the exploration of mediums and techniques based on the contexts of the largely student-driven projects. Alternating intensive critiques and medium-specific labs will focus on furthering the application of ideas toward substantial final products that are well crafted, and convey a consistent message as well as a clear visual strategy.


Course Goals

  1. To analyze active design mediums and their contexts, and experiment with a variety of available design tools and technical processes.
  2. To develop an understanding of inherent technical/production benefits and challenges when working with different media.
  3. Apply and develop flexible systems through the use of typography, grids and layout, form and image.
  4. To become familiar with methods for translating design concepts from print to screen and vice versa.

Learning Outcomes

Upon completion of the course students will be able to:

  1. Adapt broad design concepts across media.
  2. Employ a critical knowledge of contemporary media platforms. 
  3. Design systems that are inherently flexible and versatile. 
  4. Simultaneously manage multiple components of a single project.
  5. Formulate and respond to a comprehensive design brief containing a range of parameters and deliverables.


Students will be required to complete three extended design projects as homework during the semester. Projects will focus on applying specific tools and techniques covering a variety of mediums leading to a comprehensive assortment of deliverables for each project.

Students will also be required to document the research and development work produced in support of each assignments in a process book.


Project 1: Type of Event

Select an exciting event in NYC. Create typographic identity and design system to promote the event and enhance the experience across media type - digital and physical.

This project requires students to create a typography oriented design system and underlying concept that works across media types — digital and physical. It also requires student to analyze the wholistic user experience and media context (customer journey), and students will learn to adapt and expand upon their original ideas.

Components May Include:

  • Typographic Identity
  • Design System (Typeface, Grid, Color, Icon, Motion...)
  • Posters/Programs
  • Website/App
  • Take-aways/Secondary Materials


Project 2: Style

Project is to... 

This project introduces a series of digital components for students to manage simultaneously. Each component listed below offers a unique set of design and editing challenges for organizing and visualizing a collection of digitally presented, student-researched information.

  • Website
  • App
  • Digital media
  • Data visualization
  • Information system


Project 3: Brand Identity (Logomark) / Brand Character

Project is to... 

This assignment asks students to translate both narrative and non-narrative contents into serial publications for print and digital formats. • Small print publication series based on pre-existing content

  • Multiple issues
  • Template design
  • Style guide
  • Basic website overview/digital component or e-pub


Process Log (Book)

A process log (book) is an easy way to share the backstory of a project - it allows a viewer to see the progression of a project from the beginning to end through research, rough sketches, screen shots, scans, photos, and multiple rounds of work. It must be organized according to course/program guidelines and include a cover with your name and the course title clearly visible. It should reflect the use of appropriate research and analytical skills. The learning log (process book) should include the following chapters detailing the design process for each of the three assignments; Debriefing, Research, Observation, Discovery, Brainstorming, Ideation, Prototyping, Comping, Implementation.


Homework Projects Will Help You:

  • Closely examine the role of research and process in communications design,
  • Understand the impact that audience analysis and cognitive science have on strategic thinking and concept development, and
  • FInstigate your own self driven design process derived from personal interest and exploration.

  • Always safeguard your work by making a second copy on a back-up disk. Lost work due to disk malfunction or deletion is not excused and will have to be recreated for a lesser grade. Submitted work should be in PDF format unless otherwise specified. You should create a PDF document for each projects that includes all elements of your work for review.



    Assignments are graded based on how well student have achieve the particular Student Learning Outcome, as well as class participation, professionalism, and process & deliverable. Your final grade is arrived at by reviewing your accumulated assignment grade. The weighting for the final grade breaks as follows:  

    Assignment no.1 : 25%

    Assignment no.2 : 25%

    Assignment no.3 : 25%

    Exercises : 25%

    Assessment is a very important part of your learning. Feedback on that learning helps you understand what is expected of your work at this level, what you have achieved so far, and how you can improve your work in future. We recognize how important it is that you receive feedback as soon as possible, so that you can apply that learning to new projects and assignments. As a result you are required to participate in mid-term and end of semester critiques. These critiques are conducted in the classroom as individual one to one discussions. All your work for the semester will be reviewed and in discussion with your professor and you will be given written feedback about your work.

    Midterm Grades You will receive a midterm grade at our one-on-one midterm evaluations the eighth week of class and then a final grade at the end of the semester. You are welcome to ask for a rough sense of your grade at any time during the semester.

    Assignments not completed by due date are automatically downgraded. A grade of Incomplete (INC) will be considered only for medical reasons or other documented serious circumstances beyond your control. Last-minute printing problems or loss of files because you did not back them up are not legitimate reasons for an Incomplete grade.


    A (4.0) / A- (3.7)

    Excellent Sustained level of superior performance in all areas of course requirements.


    B+ (3.3) / B (3.0) / B- (2.7)

    Above average Consistent level of performance that is above average in a majority of the course requirements.


    C+ (2.3) / C (2.0)

    Acceptable Performance that is generally average and course requirements are achieved.


    C- (1.7) / D+ (1.3) / D (1.0)

    Below average Poor level of work and performance and achievement of the course requirements


    F (0)

    Failure Accomplishment of the course requirements is not sufficient to receive a passing grade


    INC (n/a)

    Incomplete Automatically expires after the following semester.


    Recommended Reading

    Reading will be required through the semester, giving students critical insight into the cross-platform visual communication. 

    Each week, two to three students will be assigned a specific topic (mostly from the assigned reading) to present to the class. Students are always welcomed to include supplemental information to make their presentation more engaging. The presentation should be 5 to 10 minutes.

    Below are a selection of mandatory books. (Don't run out and buy them! Most will be available online or at Pratt Library). You will be responsible for reading any chapters or sections from these books given to you by your teacher as reading homework

    Mandatory Readings:

    Digital Design Theory: Readings from the Field by Helen Armstrong, 2016

    The Medium is the Message by Marshall McLuhan, 1964

    Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition by Alina Wheeler

    The Storm of Creativity by Kyna Leski



    Attendance, Participation and Conduct

    Departmental Attendance Policy

    There are no unexcused absences or cuts. Students are expected to attend all classes. Any unexcused absence may affect your final grade. Three unexcused absences may result in course failure at the discretion of the instructor. Unexcused tardiness may also affect your final grade. 

    Daisuke Attendance Policy

    Three unexcused absences will automatically result in failure for the semester. The first and second unexcused absences will result in a reduction of your final grade by one half letter. (Chronic lateness may also affect your grade.) An excused absence means that I have received notification of a legitimate excuse (such as illness or a personal or medical emergency) before class starts—preferably by the night before. We can then schedule a makeup time for our discussion.

    You are expected to arrive on time and be prepared to work for the entire period. Being late to the class twice count as one absence.

    Class Participation

    Class participation is an important part of this course. Students are expected to contribute to classroom discussion at every class meeting: to ask questions, make a comment or observation, respond to questions asked by faculty, guest presenters or classmates. Students are expected to work in class and be ready to sketch, work with analog or digital processes and present and discuss their assignments every week. Class participation will be monitored and the student’s grade will reflect the contribution made each week.

    Class time is devoted to presentations and critiques within which you will be asked to review your classmates’ displayed work. Such evaluations are very important in the development of self-analytical judgment.

    General Class Conduct 

    Students must adhere to all Institute-wide policies listed in the Pratt Bulletin and Student Handbook, including policies on academic integrity, plagiarism, computer and network use. Personal wireless devices (cell phones, beepers, etc.) must be inaudible and unused at all times during class.

    Personal wireless devices must be inaudible at all times and used only for class purposes with permission of the instructor.



    Required at Each Class

  • Weekly assignment completed to deadline date.
  • All previously completed work on the assignment as well as all related research materials.
  • Fulfillment of any other requirements issued in writing by your instructor.

    Course Calendar / Weekly Schedule

    Week 1 / August 30


    1. Syllabus Overview
    2. Lecture: Why Integrate? (Experience & Relationship)
    3. Lecture: Communication Design Principle
    4. Structured Chaos / Creative Environment
    5. Lecture: Process & Process Log (Book)
    6. Assignment: Type of Event: Introduction
      • Process
      • Start debriefing / Mind Mapping

    Reading Assignment: 

    • Design System
    • Typography

    Week 2 / September 6

    Type of Event 1

    1. Lecture: Defining (Brand) Essence
    2. Lecture: Design System / Type and Grid
    3. Lecture: Group Crit
    4. Type of Event: Group Crit 1

    Reading Assignment: 

    • Brand Essence / Models
    • Research Methodology: Ethnography and Customer Journey Map

    Week 3 / September 14

    Type of Event 2

    1. Lecture: Ethnography & Customer Journey
    2. Lecture: Touch Points & Channels
    3. Type of Event: Group Crit 2

    Reading Assignment: 

    • The Storm of Creativity
    • Research and Present Specific medias (Student)

    Week 4 / September 20

    Type of Event 3

    1. Type of Event: Group Crit 3
    2. Lecture: Creative Process
    3. Project #2:
      1. Introduction
      2. Debriefing

    Reading Assignment: 

    • About Specific media (Student Presentation)

    Week 5 / September 27

    Type of Event Final

    1. Type of Event: Class Presentation
      • Evaluation Sheet
    2. Lecture: Ideation 
    3. Project 2: Group Crit 1

    Reading Assignment: 

    Week 6 / October 4

    Project #2 / 1

    1. Type of Event: Reflection (with Evaluation Sheet)
    2. Project #2: Group Crit 1
    3. Lecture:

    Reading Assignment: 

    Week 7 / October 4

    Project #2 / 2

    1. Project #2: Group Crit 2
    2. Lecture / Workshop: 

    Reading Assignment: 

    Week 8 / October 18

    Mid Term Review

    1. One-on-One Tutorial
    2. Project #2: Group Crit 3

    Reading Assignment: 

    Week 9 / October 25

    Project #2 / 4

    1. Project #2: Final presentation 
      • Evaluation Sheet
    2. Project #3
      • Debriefing
    3. Lecture & Workshop:

    Reading Assignment: 

    Week 10 / November 1

    Project #3 / 2

    1. Project #3: Group Crit 2
    2. Lecture & Workshop:

    Reading Assignment:


    Week 11 / November 8

    Project #3 / 3

    1. Project #3: Group Crit 3
    2. Lecture & Workshop:

    Reading Assignment: 


    Week 12 / November 15

    Project 3: Week 4

    1. Project #3: Final Presentation
      • Evaluation Sheet
    2. Lecture & Workshop 
    3. Final Review:
      • Introduction

    November 22

    Thanks Giving

    Week 13 / November 29

    Final Review / 

    Final Review: Group Crit

    Week 14 / December 6

    Final Review 

    Final Review: Class Presentation 

    Week 15 / December 13

    Final Review

    Panelist Presentation


    Pratt Institute-Wide Information

    Academic Integrity Policy

    At Pratt, students, faculty, and staff do creative and original work. This is one of our community values. For Pratt to be a space where everyone can freely create, our community must adhere to the highest standards of academic integrity.

    Academic integrity at Pratt means using your own and original ideas in creating academic work. It also means that if you use the ideas or influence of others in your work, you must acknowledge them.

    At Pratt,

    • We do our own work,
    • We are creative, and
    • We give credit where it is due.

    Based on our value of academic integrity, Pratt has an Academic Integrity Standing Committee (AISC) that is charged with educating faculty, staff, and students about academic integrity practices. Whenever possible, we strive to resolve alleged infractions at the most local level possible, such as between student and professor, or within a department or school. When necessary, members of this committee will form an Academic Integrity Hearing Board. Such boards may hear cases regarding cheating, plagiarism, and other infractions described below; these infractions can be grounds for citation, sanction, or dismissal.

    Academic Integrity Code

    When students submit any work for academic credit, they make an implicit claim that the work is wholly their own, completed without the assistance of any unauthorized person. These works include, but are not limited to exams, quizzes, presentations, papers, projects, studio work, and other assignments and assessments. In addition, no student shall prevent another student from making their work. Students may study, collaborate and work together on assignments at the discretion of the instructor.

    Examples of infractions include but are not limited to:

    1. Plagiarism, defined as using the exact language or a close paraphrase of someone else’s ideas without citation.
    2. Violations of fair use, including the unauthorized and uncited use of another’s artworks, images, designs, etc.
    3. The supplying or receiving of completed work including papers, projects, outlines, artworks, designs, prototypes, models, or research for submission by any person other than the author.
    4. The unauthorized submission of the same or essentially the same piece of work for credit in two different classes.
    5. The unauthorized supplying or receiving of information about the form or content of an examination.
    6. The supplying or receiving of partial or complete answers, or suggestions for answers; or the supplying or receiving of assistance in interpretation of questions on any examination from any source not explicitly authorized. (This includes copying or reading of another student’s work or consultation of notes or other sources during an examination.)

    For academic support, students are encouraged to seek assistance from the Writing and Tutorial Center, Pratt Libraries, or consult with an academic advisor about other support resources.

    Refer to the Pratt website for information on Academic Integrity Code Adjudication Procedures.

    General Pratt Attendance Policy

    Pratt Institute understands that students’ engagement in their program of study is central to their success. While no attendance policy can assure that, regular class attendance is key to this engagement and signals the commitment Pratt students make to participate fully in their education.

    Faculty are responsible for including a reasonable attendance policy on the syllabus for each course they teach, consistent with department-specific guidelines, if applicable, and with Institute policy regarding reasonable accommodation of students with documented disabilities. Students are responsible for knowing the attendance policy in each of their classes; for understanding whether a class absence has been excused or not; for obtaining material covered during an absence (note: instructors may request that a student obtain the material from peers); and for determining, in consultation with the instructor and ahead of time if possible, whether make-up work will be permitted.

    Consistent attendance is essential for the completion of any course or program. Attending class does not earn students any specific portion of their grade, but is the pre-condition for passing the course, while missing class may seriously harm a student’s grade. Grades may be lowered a letter grade for each unexcused absence, at the discretion of the instructor. Even as few as three unexcused absences in some courses (especially those that meet only once per week) may result in an automatic “F” for the course. (Note: Students shall not be penalized for class absences prior to adding a course at the beginning of a semester, though faculty may expect students to make up any missed assignments.)

    Pratt Institute respects students’ requirements to observe days of cultural significance, including religious holy days, and recognizes that some students might need to miss class to do so. In this, or other similar, circumstance, students are responsible for consulting with faculty ahead of time about how and when they can make up work they will miss.

    Faculty are encouraged to give consideration to students who have documentation from the Office of Health and Counseling. Reasonable accommodations for students with disabilities will continue to be provided, as appropriate.

    Refer to the Pratt website for information on Attendance.

    Students with Disabilities

    The instructor will make every effort to accommodate students with both visible and invisible disabilities.  While it is advisable that students with disabilities speak to the instructor at the start of the semester if they feel this condition might make it difficult to partake in aspects of the course, students should feel free to discuss issues pertaining to disabilities with the instructor at any time.  Depending on the nature of the disability, and the extent to which it may require deviations from standard course policy, documentation of a specific condition may be required, in compliance with conditions established by the campus Learning Access Center, and in compliance with the Americans with Disabilities Act. Students who require special accommodations for disabilities must obtain clearance from the Office of Disability Services at the beginning of the semester. They should contact Elisabeth Sullivan, Director of the Learning Access Center, 718-636-3711.

    Religious Policies

    In line with Pratt’s Attendance Policy, Pratt Institute respects students’ requirements to observe days of cultural significance, including religious holy days, and recognizes that some students might need to miss class to do so. In this, or other similar, circumstance, students are responsible for consulting with faculty ahead of time about how and when they can make up work they will miss.

    Departmental Attendance Policy

    There are no unexcused absences or cuts. Students are expected to attend all classes. Any unexcused absence may affect your final grade. Three unexcused absences may result in course failure at the discretion of the instructor. Unexcused tardiness may also affect your final grade.


    Personal wireless devices must be inaudible at all times and used only for class purposes with permission of the instructor.