Ideation
Did the designer explore many options to decide on and justify initial design directions?
—
/ 20 pts
Design Brief
Did you write a specific, descriptive design brief that clearly identifies audience, concept, and intent?
Quality Score
Benchmarks
Did you collect at least 6 benchmarks and annotate each with what you are borrowing or avoiding—and why?
Quality Score
quantity unlocks quality
Typeface Studies
Did you produce at least 5 typeface studies that explore different hierarchy/style sets?
Quality Score
quantity unlocks quality
Hierarchy Experiments
Did you produce at least 3 hierarchy studies that explore different content orders and emphasis strategies?
Quality Score
quantity unlocks quality
Concept Range
Did you explore a broad range of concepts (at least 12), spanning safe to risky directions?
Quality Score
quantity unlocks quality
Iteration
Did the designer improve chosen directions through iterative changes to decide on and justify their proposed design?
—
/ 25 pts
Exploration Set
Did you generate at least 6 distinct directions across at least 3 exploratory variations, spanning safe to risky?
Quality Score
quantity unlocks quality
Refinement Set
Did you refine 3 promising directions through focused variations, then select one direction to develop further?
Quality Score
quantity unlocks quality
Feedback Log
Did you document feedback received and clearly note what you changed in response?
Quality Score
Typography
Does the designer demonstrate skills at the micro, meso, and macro levels?
—
/ 25 pts
Microtypography — Typeface, Size + Role, Style + Emphasis
Typeface Fit
Do you use typefaces that are readable, match the message, and are appropriate for the format and context?
Quality Score
Size + Role
Do your font sizes help readers instantly know what matters most—title, heading, body copy, or caption?
Quality Score
Style + Emphasis
Do your font style choices guide the eye and emphasize key points?
Quality Score
Mesotypography — Letter + Line Spacing, Paragraph Alignment + Form
Letter + Word Spacing
Are letter and word spacing consistent and proportional, and intentionally varied when needed?
Quality Score
Width + Line Spacing
Are blocks of text unified with consistent and proportional widths and line spacing, and varied when needed?
Quality Score
Paragraph Form
Are paragraphs flowing clearly, with consistent alignment? Do they avoid misalignments, awkward gaps, and shapes?
Quality Score
Macrotypography — Structure, Hierarchy + Affordances
Structure
Does your design have a strong, unmistakable structure visible from a distance?
Quality Score
Hierarchy
Does your hierarchy instantly show readers where to start and guide them through the content?
Quality Score
Affordances
Do your indents, accents, graphics, and ornaments intuitively guide the eye without needing extra explanation?
Quality Score
Communication
Did the designer clearly and appropriately communicate their intended concept to the audience and context?
—
/ 10 pts
Concept Clarity
Does the final design clearly communicate the concept and intent described in the design brief?
Quality Score
Context Testing
Did you test the design in context—mock-in-environment, preference test, squint/grayscale test, contrast checks, and print proofs?
Quality Score
Symbol Clarity
Did you explicitly ask what elements (including colors) might be mistaken for, and adjust to avoid misreading?
Quality Score
Craft
Did you execute the work accurately and professionally, with documented checks for technical requirements?
—
/ 20 pts
Self-Evaluation
Did you include a brief self-assessed score with justification?
Quality Score
completion unlocks quality
Technical Preflight
Did you verify exports, bleeds/margins, image resolution, and file naming before submission?
Quality Score
completion unlocks quality
Detail Check
Did you complete a final pass for spelling, alignment, and consistency?
Quality Score
completion unlocks quality
Self-Evaluation
For reflection only — these responses do not affect your score.
Not Scored
Time Investment
Approximately how much time did you invest in this project outside of class per week?
1–3 hrs
3–6 hrs
6–9 hrs
9–12 hrs
12–15 hrs
15+ hrs
On this project, I developed and plan to carry them forward by . I focused most of my effort on , though the hidden labor that shaped my process most was . My perspective shifted in that , mainly because . I contributed to studio culture by , and the feedback that changed my work most was . For these reasons, I believe I earned a .
Is there anything else you would like to add, including ways to improve this assignment for future students?
Co-Design Feedback
We spent three sessions co-designing this class, which led to changes in the Canvas interface, adjusted learning outcomes, and the Design Check rubric. I'd love your feedback on that process.
Not Scored
Looking back, what did that process actually do — for you, for the class, for our studio culture? Please include the good, the frustrating, all of it.
What would you change about what we created together for future students?