Identity Design

Unit Code: HDCD511

Credit Points: 12.5 Credit Points

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Related Course/s:

Aims & Objectives:

• To explore how communication strategies and branding programs are developed and executed in contemporary design practice, including their extension across a range of applications.
• To challenge participants to refine design deliverables to an advanced level.
• To guide participants to present and document design proposals in a creative, professional and visually meaningful way.
• To offer both individual and group projects, as modelling industrial practice.
  

Teaching Methods:

Assessment:

Content:

• Branding Strategy: This project investigates the research, analysis and planning phase of a design project. It includes the visual audit of existing design collateral, brand values, client and audience research, preparation of a return brief comprising a new vision statement and design proposal, project timeline and cost analysis.
• Identity Design: This project focuses on the conceptual design of the brand mark, especially industry methods of developing identity design. It challenges participants to evaluate and devise their own methods of brand mark categorisation and to refine the typographic and visual components of their work to industry standards.
• Applications: This project introduces the participants to the wider context of branding and shows how branding is not just a logo design but rather a design system to be used in an organic, flexible way. The final brand should stand as a series of applications, incorporating a ‘look and feel’ range of elements. Methods of presenting a branding project to clients are investigated.

Reading Materials: