Brand and Identity Design

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.

Unit learning outcomes

Students who successfully complete this unit will be able to:

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

Teaching methods

Hawthorn

Assessment

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