Overview

This unit explores how brand identities are created and implemented. Beginning with key principles, you will learn to develop branding solutions through stages of the brand design process based on professional practice. You will use research to develop a branding strategy that communicates brand values and identity across marketing and media environments. Using the branding process, you will develop concepts and design a brandmark, then extend its identity into brand assets, guidelines, and applications to produce a coordinated branding programme. Through engagement in design process, reflective practice, and project management, you will create, document, and present a project that communicates a cohesive brand narrative.

Requisites

Prerequisites
DCO20001 Brand and Identity Design

Rules

50 cp in any Design units

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Identify key concepts and principles of brand and identity design
  • Use research and analytical skills to develop a brand strategy for marketing and media environments
  • Develop conceptual, design and problem-solving skills by creating visual and typographic communication solutions for a branding project
  • Apply technical knowledge and digital skills to produce brand assets, applications, and documentation for a coordinated brand identity programme
  • Engage in reflective practice, collaboration, project management and contemporary design practice to complete and present branding proposals and projects

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Studio
3.00  12 weeks  36
Specified Activities
Various
1.00  12 weeks  12
Unspecified Activities
Independent Learning
6.00  12 weeks  72
Online
Directed Online Learning and Independent Learning
2.50 12 weeks 30
TOTAL     150

Swinburne Online

Type Hours per week Number of weeks Total (number of hours)
Online
Modules
3.00  12 weeks  36
Specified Activities
Various
3.50  12 weeks  42
Unspecified Activities
Independent Learning
6.00  12 weeks  72
TOTAL     150

Assessment

Type Task Weighting ULO's
Project ReportIndividual 0% 1,2 
Project ReportIndividual 0% 3,4,5 
Project ReportIndividual 0% 1,2,3,4,5 

Content

  • Brand and identity vocabulary, concepts, and design principles.
  • Branding research and strategy.
  • Branding process: concepts, design, typography, and artwork.
  • Brand visual language, narrative, applications, and guidelines.
  • Documentation and presentation of branding proposals and projects.
  • Reflective practice, project management and contemporary design practice.
  • Graduate Attribute – Teamwork Skills: Collaboration and negotiation

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.