Brand and Identity Design

DCO20001 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One semester or equivalent

Contact hours

  • 36 hours

On-campus unit delivery combines face-to-face and digital learning.

2022 teaching periods


Higher Ed. Semester 2

1 Aug 22 - 30 Oct 22

6 Dec 22

Last self enrolment:
14 Aug 22

31 Aug 22

Last withdraw without fail:
16 Sep 22


50cps in any design units
DES20003 Branding and Identity

Aims and objectives

This unit explores how identities are developed for audiences, and how different elements of identity work within specific cultural contexts. This knowledge will underpin the development of a branding project focusing on a particular company or product and audience. Emphasis will be placed on the use of semiotics and visual language as analytical tools for the visual communication professions, providing an understanding of branding elements, its applications and documentation.

Unit Learning Outcomes: Students who successfully complete this unit will be able to:
1. Undertake self-directed investigation and reporting of appropriate audience research;
2. Apply the results of market research to conceptual development of a brand identity project;
3. Develop results of market understanding to include semiotic analysis in brand identity design development, with a particular emphasis on typographic elements of the design;
4. Use skills in project management, time management, staged development and adherence to project brief;
5. Engage with design as a reflective practice through applied workbooks and project documents.

Courses with unit

BA-DES (BA-DESS) Bachelor of Design
BB-DESBUS Bachelor of Design / Bachelor of Business
BH-DESCMN2 Bachelor of Design (Communication Design) (Honours)
BA-EDUSEC Bachelor of Education (Secondary) - Visual Communication Design Specialisation