Rubric Proposal for Corporate Identity Design Evaluation

Abstract

This study is part of the reflection and analysis of the evaluation subject in graphic design, within the teaching-learning process in a higher education context. The methodology has a mixed approach, with a sequential exploratory design (DEXPLOS), together with action research, developing in three stages. First, this paper conducted a bibliographical analysis on the concept of evaluation, creation of rubrics and identity criteria, as well as interviews with corporate identity specialists. Second, it developed a rubric proposal based on the information obtained. Third, it conducted a first validation by expert judgment. Subsequently, the action research was carried out in the classroom, to conclude with a second validation through the participation of students and teachers. Thus, it obtained rubric proposal for the corporate identity projects evaluation, created from specific criteria of the area. This study aims to be a contribution to the educational practice of university teachers in the field of graphic design, to guide them in their evaluation processes, but also to support students to achieve meaningful learning, by having a specific rubric for the area that, even allow them to further evaluate their projects on a professional level.