Branding and Identity
Unit code: HDCOM221
| Credit points | 12.5 Credit Points |
| Duration | 1 Semester |
| Contact hours | 36 Hours per Semester |
| Campus | Prahran |
| Prerequisites | Nil |
Related course(s)
A unit of study in the Bachelor of Design (Communication Design) (DCOM10), the Bachelor of Design (Communication Design) / Bachelor of Design (DBCOM10) and in the Communication Design Co-Major for Design students.
Aims and objectives
Professional designers work with identity — sometimes through the branding of products, or the development of corporate identities, or the branding of a company's communications to reflect an existing identity. The aim of this unit is explore how identities are developed for a specific market, and how the different elements of identity work within a specific cultural context to 'speak to' a target market. This knowledge will underpin the development of a branding project focussing on a particular company or product and target market.
Throughout this unit, emphasis will be placed on the use of semiotics, including its use as a valuable analytical tool for the visual communication professions.
At the completion of this unit students should be able to:
- Undertake self-directed investigation and reporting into an appropriate target market research;
- Apply the results of market research to conceptual development of a brand identity project;
- Develop results of market understanding to include semiotic analysis in brand identity design development, with a particular emphasis on typographic elements of the design;
- Explore notions of creativity and innovation through design investigations and practice;
- Use skills in project management, including time management, staged development and adherence to project brief;
- Engage with design as a reflective practice through workbooks and project documents.
Teaching methods
This unit is entirely project based. Learning and teaching will be through project work in studio classes, supported by compulsory weekly lectures.
Assessment
Note: Percentage weightings are indicative. See Unit Briefs for full assessment details.
Project 1: Semiotics of Type 10%
Project 2: The Language of Type 20%
Project 3: Corporate ID 70%
Project 1: Semiotics of Type 10%
Project 2: The Language of Type 20%
Project 3: Corporate ID 70%
Generic skills outcomes
Swinburne University works to produce higher education graduates who are capable in their chosen profession. Learners bring to Swinburne a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.
Within this context, HDCOM221 BRANDING & IDENTITY aims to provide you with the following attributes:
- Are capable in their chosen professional, vocational or study areas;
- Are entrepreneurial in contributing to innovation and development within their business, workplace or community;
- Are adaptable and manage change;
- Are aware of local and international environment in which they will be contributing.
Content
This unit explores the meaning and use of semiotics as a language to describe and assess visual communication. It makes use of this language in analysing and creating branding and identity solutions for given briefs. Particular emphasis is placed in this unit on the language of typography and its place in the construction of identity for products, services and companies.
Throughout the unit, students will engage in:
• Class design exercises
• Consultations
• Design reviews
• Design investigations
• Class discussions
• Presentations
• Workbooks.
Preparation requirements
You will be expected to monitor and contribute to discussions on blackboard, where you will also be given various learning materials. You are also expected to be prepared for each class and to bring along all required work.
• Class design exercises
• Consultations
• Design reviews
• Design investigations
• Class discussions
• Presentations
• Workbooks.
Preparation requirements
You will be expected to monitor and contribute to discussions on blackboard, where you will also be given various learning materials. You are also expected to be prepared for each class and to bring along all required work.
Reading materials
Wheeler, Alina, 2006, Designing Brand Identity, John Wiley & Sons, New Jersey
Mollerup, Per, Marks of Excellence, 1999, Phaidon, London
Haig, Matt, Brand Royalty: how the world's top 100 brands thrive and survive, 2006, Kogan Page, London
Roberts, Kevin, Lovemarks: the future beyond brands, 2007, Power House, London.
A complete guide to styles for bibiliographies and referencing is available at:
