Scott Gladd, MFA
7 min readJan 19, 2021


SYLLABUS | branding

Library — Next to Beehive — 231
Doucette Hall — 106

Doucette 124

Office Hours
Mon / Wed 9:00am — 12:00pm
If you are unable to make my office hours please e-mail me to schedule an appointment via Zoom.

This is the best way to reach me, please allow 24 hours for a response.

Course Description
This course expands student knowledge and understanding of successful identity design, branding, and consumer advertising. Exercises and projects expand the understanding of unique and original mark making through illustrative, typographic and unconventional exploration, which are then expanded upon and applied to a variety of touch points/collateral. We will complete 4–5 projects this term, time permitting.

To demonstrate knowledge of the principles and fundamentals of corporate identity design and apply this knowledge by expressing the ability to apply those identities to various collateral materials.

To demonstrate the ability to analyze information pertaining to the terminology and aesthetic stylistic trends of corporate identities.

To identify developmental processes for creating conceptual corporate identity systems and branding.

To create a solid foundation in design principles associated with corporate identity.

Trigger warning: I tend to swear occaisonally because sometimes life requires it, if it bothers you, please let me know. But I do have a very STRICT policy on offensive language towards others.

Course Requirements
To reinforce professionalism within this class the following standards must be met:

Attendance + Punctuality
Attendance is mandatory at PennWest University. That said, you are all adults and can make decisions for yourselves. Important announcements are made at the start of class and may not be repeated. Since this class is all about timing and planning, it’s important to be “present” when possible. I wanna be here, and want you all to be here too.

Working in the client-based creative industry depends on a designer’s ability to meet project deadlines. In this course, missing project deadlines will negatively impact your final grade. In the ‘real world’ missing project deadlines could mean losing your client, your commission and your job. Think of this as important practice.

Always come prepared to work in class. You are required to document all process, notes, sketches, screenshots of in-progress files, critique comments, inspiration, articles, videos, tutorials, etc in your account. Do not throw away discarded ideas! (They are an important part of your design process). Suggestions and comments given during critiques should ALWAYS be noted regardless of your intent to follow up on them.

Projects must meet the highest standards of craft & execution in hand and computer rendering skills. Projects in this course will require you to construct projects for working critiques and finals in both physical and digital environments.

Communication consists of speaking and listening. Share your opinions and be considerate of others’ viewpoints! Class critiques are the best practice for communicating your ideas, developing the ability to argue for a particular solution, and using a professional design vocabulary. During critique be prepared to describe the project and its content, explain the concept behind the design, the process used, provide a rationale for the solution, and show discarded ideas. Please take the time to listen and engage in every project critique: be considerate of others’ feelings and give constructive criticism.

We critique the “work on the wall.” If there is nothing brought to class or posted to Medium you will not receive feedback. We critique the WORK, not the person.

Treat all supplies in the graphic design area like they are your own. Clean up after yourselves, put supplies back where they belong and do not leave behind personal property. No cell phones, texting, or surfing during class. If you absolutely need a cell phone for emergency please silence the ringer and excuse yourself from the classroom to take a call. Do not wander in and out of the room during class. If you feel that a break is needed, please notify me of this at mid-point through the class period. Storage of your projects, supplies or personal belongings in any of the design labs or classrooms is not permitted due to space limitations and lack of security.

General Printing
Students may print assignments (unless otherwise directed) on university copiers. Prints may be released from any of these campus printer using your ID card. All students will start fall and spring semesters with a $7.50 credit, but you will be responsible for printing expenses beyond this allowance. For printing instructions, locations, per-sheet pricing, and directions for checking/reloading your balance go to


Signifies that the student has submitted work of the highest possible quality in both concept and execution, has met all deadlines throughout the class, has arrived on time and missed no more than 1 class, and participated in critiques.

Signifies that the student has submitted work of good quality overall or that the student, though excellent in one area is somewhat weak in another, such as execution. Deadlines, attendance and punctuality, and participation in critiques will also determine this grade.

Signifies that the student has submitted work of average quality overall or that the student, though good or excellent in one area is significantly weak in another, such as execution. Deadlines, attendance and punctuality, and participation in critiques will also determine this grade.

Signifies that the student has submitted all of the assignments with work of below average or poor quality overall and/or has missed deadlines, missed or was late to 4-5 classes, came to class without work, did not show progress and/or desire to improve.

Signifies that a student has failed the course for not submitting final work, for submitting unfinished work and/or work of poor quality, missing multiple project deadlines, having a poor attendance record, being habitually late, not producing or showing progress, not participating regularly in critiques and/or showing no desire to improve.

  • I will allow one project to be revisited for a higher grade at the end of the semester. A convincing visual improvement must me shown in order to earn a higher grade. If this higher level of craft and design is not met, there is the chance the grade may be lower than the original. Feeling lucky??

Academic Integrity
It is expected that all work submitted through this course is the student’s original work, generated for the express purpose of completing the requirements of this course. All papers submitted in this course may be screened for originality using Turnitin’s plagiarism detection software. This software checks submissions for text matches, web content, books including classic works of literature, and newspapers, magazines and scholarly journals. Students are to be aware that academic dishonesty is not tolerated in this course and should be familiar with the following definitions: Cheating. Behaviors including, but not limited to, use of unauthorized notes or reference materials during examinations; copying answers from another student’s paper during an examination; the unauthorized possession of academic materials, including exams; the unauthorized exchange of course assessment materials, including exams; the unauthorized exchange of information or collaboration regarding tests, or other course assignments; aiding another to engage in cheating; and/or all other acts of academic dishonesty that any member of this academic community would reasonably understand to be a breach of this academic integrity statement will be considered cheating and an act of academic dishonesty.

Plagiarism. Plagiarism may be defined as the act of taking the ideas and/or expression of ideas of another person and representing them as one’s own. This includes, but is not limited to, using ideas or passages from a work without properly attributing the source, paraphrasing the work of another without giving proper credit, and/or the sale, purchase, or exchange of papers or research. It is the student’s responsibility to know what plagiarism is and to properly cite the work of others. If a student is in doubt, it is their responsibility to resolve any ambiguity prior to submitting the work. Plagiarism is nothing less than an act of theft, and, as such, is subject to University disciplinary action.

Support Services
The following support services are available on campus to assist you. If I can help you in any way, just ask.

Professor: Do not wait, contact your professor for help. Academic Advisor: Contact your Advisor for help you may need while attending PennWest University (beyond scheduling, as well).

Academic Success Center (ASC): Baron-Forness Library, 2nd Floor, Monday through Thursday 8:ooam-8:oopm, Fridays 8:ooam-4:3opm Go to ASC for help with time management, study skills, attendance, stress reduction, etc.

McNearney Health and Wellness: 9:ooam-5:oopm, appointment required

Crisis Intervention Assistance: after hours available 24/7 Erie County 456–2014 (Crisis Services/Safe Journeys Behavioral Health) or Crawford County 724–2732 (Crisis Hotline/Meadville Medical Center). Campus Police Crisis or Emergency available 24/7, call 732–2911 on campus or “911” otherwise.

National Suicide Prevention Lifeline: 1–800- 273-TALK (8255) Free, 24-hour hotline available to anyone in suicidal crisis or emotional distress.




Scott Gladd, MFA

Unequal parts creative director, writer, educator, type designer, father figure, Labrador Retriever. Have laptop, will travel.