Course Title: Type and Identity

Part A: Course Overview

Course Title: Type and Identity

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009,
Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009


City Campus


345H Media and Communication


Sem 1 2010,
Sem 1 2011,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013

Course Coordinator: Stephen Banham

Course Coordinator Phone: +61 3 9925 5371

Course Coordinator

Course Coordinator Location: Building 9, level 5, RMIT City campus.

Course Coordinator Availability: Outside class time by appointment or via email.

Pre-requisite Courses and Assumed Knowledge and Capabilities


Students applying through a Single Course Application should be aware that an appropriate undergraduate program and presentation and approval of a Folio is a requirement for entry into this course.

Course Description

As the carrier of both information and identity, type is central to our understanding of graphic design as a visual language. In this course you will explore typography through its application to logo and corporate design. You will also examine the history of typefaces and their usage.

Objectives/Learning Outcomes/Capability Development

Upon successful completion of this course, you will be able to:
•    Investigate the history of typefaces in a global context;
•    research and evaluate a variety of applications of type in creating corporate identity;
•    design and produce a visual identity and apply it to selected corporate collateral;
•    reflect on the significance of contemporary media and techniques in enhancing corporate identity through design; and
•    discuss the implications of emerging technologies for strengthening corporate identity through design.

In this course you will develop the following program capabilities:
•    critique global design context and theory from a variety of perspectives;
•    analyse client-based and user-based audiences and contexts which visual communication solutions must address, including the recognition of the physical, cognitive, cultural, environmental and social human factors that shape design solutions;
•    create, develop and reflect on visual form in response to communication problems, including articulation of principles of visual organization, information hierarchy, symbolic representation, typography, aesthetics and the construction of meaningful images and
•    solve visual communication problems using strategies for problem identification, research and information gathering, analysis, generation of alternative solutions, prototyping and evaluation of outcomes.

Overview of Learning Activities

You will be actively engaged in learning that involves a combination of lectures, tutorials, practical interactive exercises, group discussion and activities in which you will have the opportunity to practise the skills and knowledge learned in class. Peer and self-critique is an integral part of the teaching and learning philosophy of the course.

Overview of Learning Resources

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.
Macintosh computers and industry-standard software and fonts are available on campus.

Overview of Assessment

Assessment will cover both theoretical and practical aspects of your learning. Assessment will occur during and at the end of the course. Your ability to produce an effective identity design system will be assessed by written and practical tasks. Methods may include any combination of assessment tasks such as reports, research papers, folios, presentations and projects.