Brand and Identity Design
Overview
Professional designers work with identity. This may occur through the branding of products, 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 target market and how the various elements of identity work in relation to cultural context. This knowledge will underpin the development of a branding project which focuses 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.
Requisites
31-January-2025
30-May-2025
26-September-2025
30-January-2026
Learning outcomes
Students who successfully complete this unit will be able to:
- Research, investigate and report on an appropriate target market
- Apply the results of market research to conceptual development of a brand identity
- Develop results of market understanding to include semiotic analysis in brand identity design development
- Explore notions of creativity and innovation through design investigation and practice
- Utilise project management skills—including time management, staged development and adherence to project brief
- Engage with design as a reflective practice
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online (Online workshop) |
1.00 | 12 weeks | 12 |
| On-campus (Lab 1) |
2.00 | 12 weeks | 24 |
| On-campus (Lab 2) |
2.00 | 12 weeks | 24 |
| Unspecified Activities (Independent Learning) |
7.50 | 12 weeks | 90 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Project 1 | Individual | 40% | 1,3,5,6 |
| Project 2 | Individual | 40 - 60% | 1,2,4,5,6 |
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 imagery and its place in the construction of identity for products, services and companies
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.