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

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

2021 teaching periods


Higher Ed. Semester 1 Higher Ed. Semester 2

1 Mar 21 - 30 May 21

6 Jul 21

Last self enrolment:
14 Mar 21

31 Mar 21

Last withdraw without fail:
16 Apr 21

2 Aug 21 - 31 Oct 21

7 Dec 21

Last self enrolment:
15 Aug 21

31 Aug 21

Last withdraw without fail:
17 Sep 21

More teaching periods

Swinburne Online

Teaching Period 1

8 Mar 21 - 6 Jun 21

29 Jun 21

Last self enrolment:
21 Mar 21

2 Apr 21

Last withdraw without fail:
23 Apr 21


50 credit points of any course within School of Design or BA-EDUSEC

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.

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