Touchstone 3: Comparative Visual Communication Analysis: Building Brand Identity through Design
ASSIGNMENT: Analyze the visual communication aspects of two of the following companies; Coca-Cola, Pepsi, Snapple or Monster Energy, and compare them. Focus on the elements and principles of design, messaging, and advertising.
SCENARIO: Youve recently joined a marketing firm as a user experience/user interface (UX/UI) researcher. Your firm has been hired by Bad Apples Cider Company to build the brands design. Bad Apples Cider Company is a new brand behind a line of carbonated beverages, bottled teas, and energy drinks. Before designers can work on logos, packaging, and other core components of the visual brand, the UX/UI team needs you to conduct research on Bad Apples Cider Companys market competitors.
Your team has identified the four main market competitors as Coca-Cola, Pepsi, Snapple, and Monster Energy. Your role in the project is to select two of the four listed brands and conduct research on how the brands designs communicate with the consumer. Your supervisor has tasked you to select two of the competitive brands listed and prepare a written report analyzing how the brands communicate with their consumers.
You will discuss how both brands employ visual communication theories and principles to communicate messages, moods, and themes to their demographic markets. Your responses must be thorough, as your research will be influential in building a brand identity for Bad Apples Cider Company that will reach the right demographics, enabling the company to compete with Coca-Cola, Pepsi, Snapple, and Monster Energy on a national scale.
To complete this assignment, you will use the template provided below. You will return the completed template as your Touchstone submission. A sample assignment is also provided.
Helpful Links:
A. Directions
Step 1: Choose the Companies
Coca-Cola, Pepsi, Snapple, and Monster Energy have many incarnations of their logos product designs. View the version of the logos pictured on the product labels below. Choose two out of the four companies that you will use to format your responses throughout this Touchstone.
| Coca-Cola | Pepsi |
|---|---|
 The Coca-Cola logo is one of the most recognizable logos in the world. It features the brand name written in a unique cursive script known as the Spencerian script, which was popular in the late 19th century. |
 The Pepsi logo is a globally recognized symbol that has evolved significantly over the years. The current incarnation is sometimes referred to as the Pepsi Globe. |
| Snapple | Monster Energy |
 Snapples logo changes reflect its growth and adaptation over the years while maintaining a consistent emphasis on natural ingredients and quality. |
 The Monster Energy logo is one of the most recognizable in the energy drink market. |
Step 2: Download the Template
Download and review the . The template is a Microsoft Word file and contains the prompts you will respond to for the two companies you choose. You will type your answers directly into the template and submit it as a Word file. Any other submission file or format will be returned ungraded.
It may help you to review the following information from the course before you complete the prompts in the submission template:
- Challenge 1.2 The Elements of Design
- Challenge 1.3 Principles of Visual Design
- Challenge 2.1 Color
- Challenge 2.2 Typography
- Challenge 2.3 Layout
- Challenge 3.1 Creative Process
- Challenge 3.3 The Influence of Visual Design
Step 3: Respond to Each Prompt
Write a 200-word minimum response to each prompt (1-6) in the submission template. Begin each response by clearly stating which topics are being analyzed.
Responses must contain substantive information addressing the topics outlined in each task.
- Prompt 1: Basics of Visual Design Concepts
- Prompt 2: Elements of Design
- Prompt 3: Principles and Elements of Visual Design
- Prompt 4: Typography, Design, and Layout
- Prompt 5: Role of Visual Design in Communication
- Prompt 6: Influence of Visual Design
Refer to the checklist below throughout the Touchstone process. Do not submit your Touchstone until it meets these requirements.
1. Address the listed topics in your written responses
- Semiotics, Visual Communication Psychology, Cognitive Theory, and other applicable Visual Communication Theories
- Color schemes, shape, space, size, line, and texture
- Balance, contrast, emphasis, movement, pattern, rhythm, and unity
- Type choices, alignment, layout styles, visual hierarchy
- Ideation and Visual Thinking, Storytelling, and Inspiration
- Visual Design in Advertising, Public Relations, Infographics, and Publishing
2. Format your responses
- Double-space your submission and use one-inch margins
- Your submission must include your name, the name of the course, the date and title of your compositions
- Include all the assignment components in a single file
- Acceptable formats include .doc and docx.
3. Academic Honesty
- All writing must be appropriate for an academic context
- Your submission must be original and written for this assignment
- Plagiarism of any kind is prohibited
Step 4: Submit Your Touchstone
Submit your completed Touchstone using the blue button at the top of this page.
Requirements: READ CAREFULLY
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