Artifact Design Rubric - Logo

  • Categorize visual communication effects in affective, cognitive and psychomotor responses,
  • assess the influence of typestyles on messages,
  • identify primary forms of contrast in composition and layout design and execute applications in your own original media design,
  • identify and execute compositional forces of framing, vectors, motion, in visual design,
  • explain and apply to your own original media design Gestalt principles,
  • create and produce effectively designed media in your choice of domains including packaging, collateral, exhibit, converged media, identity, print, motion and still imaging,
  • critique and evaluate visual communication design in all domains.

Point Value: 200

Activity Description
Choose from one of the visual communication design domains (packaging, collateral, exhibit, converged media, identity, motion picture, or print) and create an artifact using the concepts and principles discussed in class and labs. The artifact should reflect a specific communication objective. Present the campaign to the class using technical integration.


1. The designer created a logo consistent with the campaign's identity objectives. 
100 Points

Beginner (0-60) Developing (61-80) Accomplished (81-100)

2. The logo incorporates an appropriate typestyle, pantone color identification and compositional principles consistent with identity objectives.
40 Points

Beginner (0-20) Developing (21-30) Accomplished (31-40)

3. The logo is a product of design principles appropriate for use in all campaign design artifacts. 
40 Points

Beginner (0-20) Developing (21-30) Accomplished (31-40)

4. The logo has significance in meaning for identity, is self-contained and readily recognized within the campaign.
20 Points

Below Expectation (0-10) Satisfactory (11-15) Exemplary (16-20)

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