Syllabus
Tandon School of Engineering
Technology, Culture & Society
Integrated Design and Media
Fall 2025
Prof. Jesse Seegers
Monday & Wednesday 8AM-9:50 AM EST
Welcome to Visual Foundation Studio!
Visual Foundation Studio introduces students to graphic design fundamentals through systematic exploration of visual language components, composition principles, and conceptual development. Students develop competency in color theory, typography, gestalt principles, and layout systems through project-based learning that emphasizes iterative design methodology and professional critique culture. The course builds technical proficiency in industry-standard software (Illustrator, Photoshop, InDesign, Figma) while fostering critical thinking about visual communication in contemporary contexts. Students complete three major projects: a logo design, a conference poster design, and a conference mobile website interface, creating a cohesive portfolio that demonstrates systematic design thinking across multiple media.
PROGRAM GOALS
The following Integrated Design and Media (IDM) program goals are reinforced within this course. Students will:
- Develop conceptual, creative thinking skills to generate ideas and content in order to solve problems and/or create opportunities.
Students will develop a research and studio practice through inquiry and iteration.
- Develop technical skills to realize their ideas.
Students will understand and utilize tools and technology, while adapting to constantly changing technological paradigms by learning how to learn. Be able to integrate/interface different technologies within a technological ecosystem.
- Students will develop critical thinking skills that will allow them to analyze and position their work within cultural, historic, aesthetic, economic, and technological contexts.
COURSE GOALS
This course will reinforce or introduce students to:
- Visual foundation principles: Gestalt theory, color theory and relativity, typography, and systematic composition
- Increased visual awareness and vocabulary through research, observation and visual analysis
- Increased competency in visually communicating ideas and meaning through practice and iteration
- Industry-standard software mastery: Adobe Illustrator, Photoshop, InDesign, and Figma prototyping
- Design critique culture and articulating design decisions using appropriate theoretical vocabulary
LEARNING OUTCOMES
By the end of the course, students will be able to:
- Understand and implement systematic design processes including ideation, iteration, and refinement
- Apply visual foundation principles (Gestalt, color theory, typography) to solve complex communication problems
- Create visual identities using vector graphics and systematic design methodology
- Design information systems demonstrating hierarchy, grid systems, and content organization principles
- Develop digital interfaces showing understanding of user experience principles
- Learn how to proactively learn (self-regulated learning) and adapt to evolving design technology and practices
- Articulate design decisions using appropriate theoretical vocabulary and professional presentation standards
In any learning situation, you should study beforehand, make/do, debug, reflect, adjust, and do it all over again (iteration). Learning happens in a cycle.
COURSE STRUCTURE
Class sessions combine visually-driven lectures, hands-on exercises, software demonstrations, structured critiques, and design workshops. The course emphasizes iterative development, peer feedback, and reflective practice.
Critiques
Critiques (crits, pin-ups, reviews) are essential for articulating ideas and receiving constructive feedback. We use structured digital critiques through Figma and systematic feedback howtocrit.com. During critique, the professor and classmates analyze and suggest ways to increase the visual and conceptual impact of each existing idea. Take notes during critique swithout editing responses, whether you agree or not. Review critique notes and reflect on what was said. Consider how you could combine, transform, or expand the most promising ideas. However, resist incorporating all suggestions—only utilize those that strengthen your project.Rules of Critique:
- Be present and engaged
- Give specific, constructive feedback to classmates
- Do NOT take feedback personally
Students conduct self-assessments and receive professor evaluation during midterm and final periods. Action without reflection is meaningless; real learning only occurs as part of a reflective process. Reflection is studying your own practice as seriously as you study anything else. It involves thinking about why, what, and how you create something.
PROJECTS & MAJOR ASSIGNMENTS
Classes 6-13 | Midterm Project
Systematic logo development for an original 3-6 character brand through iterative methodology:
- Phase 1: Pure ideation (20+ concepts, hand-drawn and digital exploration)
- Phase 2: Design development (3 strongest directions, design refinement)
- Phase 3: Graphic tightening and professional presentation
Classes 16-24 | Major Project
Comprehensive conference poster design using InDesign, emphasizing information hierarchy and brand system development:
- Phase 1: Content strategy and initial layout exploration (5 approaches)
- Phase 2: Design development and iteration (3 refined directions)
- Phase 3: Final design resolution and professional presentation
Classes 22-28 | Final Project
Mobile-first interface design translating conference brand to digital experience using Figma:
- Phase 1: Content organization and lo-fidelity wireframes (5 approaches)
- Phase 2: Hi-fidelity design development (3 refined directions)
- Phase 3: Interactive prototype development and complete brand system presentation
EXERCISES & OTHER ASSIGNMENT
(8% of final grade)
- Exercise 1: First Day Reflection
- Exercise 2: Future Bio
- Exercise 3: Color Theory Analysis & Application
- Exercise 4: Bezier Method & Flag Design
- Exercise 5: Expressive Typography & Typeface Research
- Exercise 6: Grid Systems Analysis
- Exercise 7: Text Texture (Conference Typography Study)
- Exercise 8: Graphic Treatment (Visual Directions Exploration)
(2% of final grade)
The creator show and tells are presentations done with a partner, researching and analyzing significant artists, designers, or collectives, demonstrating research skills and expanding the class’ visual vocabulary of designers and artists.
READINGS
Required Core Readings
Figma annotation are responses due before each class. These readings provide essential theoretical foundation:- Donis A. Dondis - A Primer of Visual Literacy, Chapters 2-3
- Bruno Munari - A Language of Signs and Symbols
- Josef Albers - Interaction of Color
- Karl Gerstner - Structure and Movement
- Beatrice Warde - "The Crystal Goblet"
- Errol Morris - "Hear, All ye People, Hearken O' Earth" (The New York Times, 2012)
Supplemental Readings
Additional readings available for students seeking deeper theoretical engagement with contemporary sources: Radiolab podcast, TED talks, other resources. Not required, but suggested!EVALUATION & GRADING
Quantitative Grading Overview
- 20% Project 1: Logo Design
- 20% Project 2: Conference Poster Design
- 20% Project 3: Conference Mobile Site Interface Design
- 8% Exercises
- 8% Readings (Annotations & Discussion Participation)
- 8% Attendance
- 6% Peer Critique Engagement & Class Participation
- 2% Creator Show and Tell Presentation
- 4% Tickets to Leave (weekly reflection responses)
- 2% Midterm Self-Assessment
- 2% Final Self-Assessment and Letter to Next Cohort
Qualitative Grading Overview
Each student will be evaluated on quality, systematic thinking, experimentation, and improvement demonstrated through their work.Sustained excellence in meeting course responsibilities. Work demonstrates sophisticated systematic design thinking, memorable visual impact, and concepts/techniques beyond class discussion. Thorough understanding of visual foundation theory and professional practice.
Good performance showing better-than-average understanding of systematic design methodology and visual foundation principles.
Adequate performance meeting course requirements. Competent work showing basic understanding of design principles and systematic thinking.
Less than adequate performance. Work lacking systematic approach and understanding of visual foundation principles.
Course requirements not met. Work shows no understanding of systematic design methodology or visual communication principles.
LETTER GRADES
Letter grades for the entire course will be assigned as follows:
| Letter Grade | Points | Percent |
| A | 4.00 | 92.5% and higher |
| A- | 3.67 | 90.0 – 92.49% |
| B+ | 3.33 | 87.5% - 89.99% |
| B | 3.00 | 82.5% - 87.49% |
| B- | 2.67 | 80% - 82.49% |
| C+ | 2.33 | 77.5% - 79.99% |
| C | 2.00 | 72.5% - 77.49% |
| C- | 1.67 | 70% - 72.49% |
| D+ | 1.33 | 67.5% - 69.99% |
| D | 1.00 | 62.5% - 67.49 |
| D- | .67 | 60% - 62.49% |
| F | .00 | 59.99% and lower |
How to Access Your Grades & Grading Philosophy
Grades for Project 1 will be emailed to you within a week of the project final review along with your Midterm grade, which will also be posted to Albert. My grading philosophy for all other work (readings, exercises, tickets to leave, reflections) is that you receive full credit for (a) submitting the assignment on time and (b) demonstrating your engagement with the ideas and concepts of the assignment and (c) following the assignment instructions correctly. Partial credit will be received for work that partially meets those criteria. For the major projects, detailed evaluation rubrics are listed on those projects pages. Please don’t hesitate to schedule a one-on-one meeting time during office hours if you would like to discuss your grade and progress in the class.SCHEDULE
All homework is listed on the day it is assigned and due the following class unless specified
Major Critiques:
POLICIESATTENDANCE POLICYSynchronous Attendance
Limited Asynchronous AttendanceThis class is online, and with this modality we are afforded some greater flexibility and accommodation compared to in-person classes. I aim to be compassionate and understanding when occasional issues out of your control arise that impact your ability to attend synchronously. This section of the attendance policy is different from usual classes and important to understand to excel in the class.
In Summary: Unexcused Absences: Up to 2 asynchronous sessions per semester
IMPORTANT: Synchronous attendance is mandatory for midterm and final presentations. REQUIRED SOFTWARE & RESOURCESAdobe Creative Cloud Student Subscription
Required BookThis book is available for purchase in the NYU bookstore, and will be on reserve at the NYU School of Engineering Dibner library. This book is available as an online book via http://bobcat.library.nyu.edu
STUDENT RESPONSIBILITIES
TICKETS TO LEAVESubmit a Ticket to Leave via the Google Form on the Ticket to Leave page, answering BOTH questions:
These responses help me understand your learning process and adjust future sessions accordingly. If attending a class session asynchronously, submit the TTL via Google Form after watching the recording, and before the next class. ACADEMIC HONESTY/PLAGIARISMAll work for this class must be your own and specific to this semester. Any work recycled from other classes or from another, non-original source will be rejected with serious implications for the student. Plagiarism, knowingly representing the words or ideas of another as one's own work in any academic exercise, is absolutely unacceptable. Any student who commits plagiarism must re-do the assignment. Please use the MLA style for citing and documenting source material. NYU School of Engineering Policies and Procedures on Academic MisconductThe School of Engineering encourages academic excellence in an environment that promotes honesty, integrity, and fairness, and students at the School of Engineering are expected to exhibit those qualities in their academic work. It is through the process of submitting their own work and receiving honest feedback on that work that students may progress academically. Any act of academic dishonesty is seen as an attack upon the School and will not be tolerated. Furthermore, those who breach the School's rules on academic integrity will be sanctioned under this Policy. Students are responsible for familiarizing themselves with the School's Policy on Academic Misconduct. Definition: Academic dishonesty may include misrepresentation, deception, dishonesty, or any act of falsification committed by a student to influence a grade or other academic evaluation. Academic dishonesty also includes intentionally damaging the academic work of others or assisting other students in acts of dishonesty. Common examples of academically dishonest behavior include, but are not limited to, the following:
Access the entire School of Engineering Student Code of Conduct here: engineering.nyu.edu/academics/code-of-conduct GENERATIVE TOOL USE IN THIS CLASSThe releases of generative "Artificial Intelligence" models such as ChatGPT, DALL-E, etc. in Fall 2022 have created new skillsets to understand, new repercussions and contexts for creative labor. The applications of these tools to visual identity design is not (yet) good enough to design logos and use typography, however it is inevitable they will improve and become valuable tools if understood and used with intention. A good rule of thumb is to replace "intelligence" with "stupidity" and if artificial stupidity still makes sense in that context, consider how using "artificial stupidity" in that situation would be more or less helpful than "human stupidity." Where noted, you are allowed to use generative AI tools (e.g. Chat GPT, DALL-E, Adobe Firefly, Midjourney, etc.) for projects and exercises. However, work created with AI tools must be identified as such and you must describe how you used them, e.g. what prompt you used, the model and versions of model. Note that you are responsible for all parts of an assignment; if an AI tool provides incorrect information, it is your responsibility to find and fix the error before submitting. Note too that over-reliance on AI can hinder independent thinking and creativity. If you utilize ChatGPT for any part of the assignment (from idea generation to text creation to text editing), you must properly cite ChatGPT. Violations can result in failure of the assignment or failure of the course. Document Your Process And Use Of Generative AI When Completing Assignments Using Generative AI
Fact-check and Cross-Verify Any Information You Use From Generative AI
Think for yourself
Watch out for:
ACADEMIC ACCOMMODATIONSIf you are a student with a disability who is requesting accommodations, please contact New York University's Moses Center for Student Accessibility (CSA) at 212-998-4980 or mosescsa@nyu.edu. You must be registered with CSA to receive accommodations. Information about the Moses Center can be found at https://www.nyu.edu/csa. The Moses Center is located at 726 Broadway on the 2nd floor. If you are experiencing an illness or any other situation that might affect your academic performance in a class, please email the Office of Advocacy, Compliance and Student Affairs: eng.studentadvocate@nyu.edu. STATEMENT ON INCLUSIONThe NYU Tandon School values an inclusive and equitable environment for all our students. I hope to foster a sense of community in this class and consider it a place where individuals of all backgrounds, beliefs, ethnicities, national origins, gender identities, sexual orientations, religious and political affiliations, and abilities will be treated with respect. It is my intent that all students' learning needs be addressed, and that the diversity that students bring to this class be viewed as a resource, strength and benefit. If this standard is not being upheld, please feel free to speak with me. RESOURCES FOR NON-CITIZEN STUDENTSMore than 40 percent of NYU students are international students. A smaller number are undocumented students, but many more come from mixed status families and communities. As a professor, I am committed to doing everything I can to ensure that every student, regardless of immigration status, is safe in this classroom. Following the recommendation of the NYU chapter of the AAUP, I encourage students to seek free legal support and other resources through NYU's Immigrant Defense Initiative. NYU IDI provides an extensive list of updates and resources. Students may also consult the "Know Your Rights" information provided by the New York Immigration Coalition. Course Detail: |
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