Course Title: Develop graphic designs for branding and identity

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: GRAP5380C

Course Title: Develop graphic designs for branding and identity

School: 320T Architecture & Design

Campus: Brunswick Campus

Program: C6152 - Advanced Diploma of Graphic Design

Course Contact: Alistair Briggs

Course Contact Phone: +61 9925 9446

Course Contact Email: alistair.briggs@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Andrew Phillips

andrew.phillips@rmit.edu.au 

Claudia Bergsdorf

claudia.bergsdorf@rmit.edu.au

 

Nominal Hours: 55

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None required.

Course Description

In this course you will develop the skills and knowledge required to create graphic designs for branding and identity. You will combine creative and technical design expertise to convey key messages about organisations or brands and their underpinning philosophies.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUAGRD607 Develop graphic designs for branding and identity

Element:

1 Interpret creative briefs

Performance Criteria:

1.1 Analyse creative briefs in terms of branding or identity objectives

1.2 Evaluate the broader context for the design work

1.3 Develop shared understandings of the scope and nature of branding or identity work with relevant people

1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements

Element:

2 Evaluate potential approaches to branding and identity

Performance Criteria:

2.1 Consider current trends and ideas about branding and identity and their effect on the project

2.2 Analyse the client’s current approach to identity and brand strategy in the context of the work project

2.3 Identify the particular production factors that impact on branding and identity work

2.4 Assess and respond to legal considerations for branding and identity design

Element:

3 Generate and assess ideas

Performance Criteria:

3.1 Identify and source references for branding and identity work

3.2 Explore the key questions that underpin branding and identity design

3.3 Experiment with different techniques and media as an integral part of ideas generation

3.4 Generate design ideas that support key client objectives

3.5 Maximise contributions of others through collaboration on ideas as required

3.6 Reflect on ideas for technical, creative and budgetary implications

3.7 Refine and select approaches that best balance the overall needs of the brief

Element:

4 Develop designs to support branding and identity

Performance Criteria:

4.1 Develop designs from initial concepts ensuring that all production and design factors are taken into account

4.2 Combine conceptual and technical expertise in creation of design solutions

4.3 Engage in ongoing testing, creative collaboration and refinement during the design process

4.4 Engage with other experts on relevant technical, legal and business requirements

Element:

5 Finalise designs

Performance Criteria:

5.1 Negotiate and agree to modifications and amend designs as required

5.2 Develop documentation required for the production process

5.3 Present final designs and documentation to relevant personnel

Element:

6 Evaluate design work and process

Performance Criteria:

6.1 Evaluate completed design in terms of its success in meeting branding or identity objectives

6.2 Assess the work against other creative, technical and business considerations

6.3 Analyse and evaluate feedback from client and others

6.4 Reflect on own role in design process and note areas for future improvement

6.5 Develop strategies for further development of own skills


Learning Outcomes



Details of Learning Activities

This course addresses the design process in a holistic way. It will support students to develop skills in areas such as design problem solving, concept development, design research, audience analysis, design production, application of design principles and design delivery. There is an emphasis on projects that simulate real world industry situations and finished graphic design work suitable for inclusion in an industry ready portfolio.

Learning activities will take place in a studio, workshop or classroom using industry standard tools and resources. You will complete exercises and industry style projects. You will also be required to undertake independent study.

In class activities may include:

  • class exercises
  • tutorials
  • practical demonstrations
  • workshops
  • group discussion
  • review and revision
  • peer learning
  • peer teaching and class presentations
  • teacher directed group activities/projects
  • workshopping of student projects including peer/lecturer feedback

 

Out of class activities may include:

  • independent research
  • independent project based work
  • studio practice
  • online tutorials and activities
  • review and revision


Teaching Schedule

 

Week

Activity

Due dates

 

1

ORIENTATION WEEK

  
 

Tuesday / Typography intro class with Sarah


Assessment Task 1: Hotel Branding

New PROJECT


Typography revision

CUAGRD602: 1.1 - 1.4 CUAGRD607: 1.1 - 1.4

2

Introduction - Establishing brand recognition and customer loyalty. The importance of providing a unique offering.


Research - Define your POD (point of difference) and identify your target markets. Analyse and report for next class.


Assessment requirements - Explanation of expectations. Week by week submissions. Class presentations. Visual Diary. File formats and Blackboard operations.


Assessment Task 1: Hotel Branding

Case study commentary


Research plan


Define problem


Class exercises


Homework plan

CUAGRD602: 2.5 CUAGRD607: 1.2 - 1.3, 2.1 - 2.4

 

Branding - what is an identity? How we relate to brands. How to establish what type of brand mark is suitable for a business.


Design studio - Brainstorming and conceptual development. Technical considerations regarding legibility of brand marks at various sizes, and that it can reproduce successfully across all mediums, colour spaces, resolutions, and print processes. Analyse and report.

PRESENTATION
of BRIEF rewrite to class/teacher based on personal selection and group work from previous class


Class exercises


Homework plan

CUAGRD602: 2.5 CUAGRD607: 1.2 - 1.3, 2.1 - 2.4

3

Design studio - How graphic elements and typography position the value of brands in the market place.


Research - How long term strategy can power corporate branding. Analyse and report.

PINUP PRESENTATION of logo developments


Homework plan

CUAGRD602: 1.1 - 1.4, 2.1 - 2.5, 3.1 CUAGRD607: 2.1 - 2.4, 3.1 - 3.7

 

Design studio - work with design elements and principles to create commanding marks with multiple levels of meaning.

SELECT logo drawings for creative and conceptual merit based on feedback

CUAGRD602: 1.1 - 1.4, 2.1 - 2.5, 3.1 CUAGRD607: 2.1 - 2.4, 3.1 - 3.7

4

Design studio - design, refine and complete logo/logotype.

Finalise LOGO

CUAGRD602: 2.1 - 2.8 CUAGRD607: 4.1 - 4.5

 

Design studio - logo, stationery & campaign production - investigate and develop design solutions. Formal midway milestone presentation for logo/logotype. Feedback from peers.


Research - Collateral development for branding campaign.

FINISHED HOTEL CASE STUDY (1) PRESENTATION DUE

Present to class

CUAGRD602: 2.1 - 2.8 CUAGRD607: 4.1 - 4.5

5

Research - Luxury hotel operators will need to appeal to these high spending visitors through new marketing and advertising campaigns, loyalty programs, special offers and other incentives to ensure they capture a share of the wealthy inbound tourist segment.


Introduction - Social media campaign strategy basics. Creating and using digital media channels. Understanding the phases of event communication over digital channels.

Research plan


Homework plan

CUAGRD602: 1.1 - 1.3, 2.1 - 2.8, 5.3 CUAGRD607: 2.1 - 2.4, 3.1 - 3.7

 

Design studio - Deciding what collateral will best suit your target market/POD narrative.

Discuss POD narratives and work with teacher to develop work plan

CUAGRD602: 1.1 - 1.3, 2.1 - 2.8, 5.3 CUAGRD607: 2.1 - 2.4, 3.1 - 3.7

6

Design studio - Creating content for digital media channels. Plan and write content for digital media. Landing page ideas to promote your campaign and basic survey content to capture consumer information.

PRESENT campaign strategy

CUAGRD602: 2.8, 3.4, 4.1 - 4.4 CUAGRD607: 3.2 - 3.4, 3.7, 4.1 - 4.5, 5.1 - 5.3

 

Design studio - Exploring, discussing and testing a range of graphic treatments that express your brand atmosphere.

 

CUAGRD602: 2.8, 3.4, 4.1 - 4.4 CUAGRD607: 3.2 - 3.4, 3.7, 4.1 - 4.5, 5.1 - 5.3

7

Design studio - Draft content for digital campaign, including a blog post, a customer testimonial, and detailed product information.

Submit drafts for proofing

CUAGRD602: 3.2 - 3.5, 4.3 - 4.4, 5.1 - 5.3 CUAGRD607: 4.4 - 4.5, 5.1, 6.3 - 6.5

 

Design studio - refine design solutions. Finalise core branding assets and extend design solution to range of applications.

Preliminary concepts DUE for presentation

CUAGRD602: 3.2 - 3.5, 4.3 - 4.4, 5.1 - 5.3 CUAGRD607: 4.4 - 4.5, 5.1, 6.3 - 6.5

8

Design studio -  Finalise content for digital campaign.

 

CUAGRD602: 1.1 - 1.4, 2.1 - 2.8, 3.1 CUAGRD607: 1.1 - 1.4, 2.1 - 2.4, 3.1 - 3.7, 4.1 - 4.5

 

Branding production - Respond to feedback and finalise project.

Preliminary artwork DUE for proofing

CUAGRD602: 1.1 - 1.4, 2.1 - 2.8, 3.1 CUAGRD607: 1.1 - 1.4, 2.1 - 2.4, 3.1 - 3.7, 4.1 - 4.5

9

Branding production - Respond to feedback and finalise project.

Preliminary artwork DUE for proofing

CUAGRD602: 1.1 - 1.4, 2.2 - 2.3,3.1 - 3.6 CUAGRD607: 1.1 - 1.4, 2.1 - 2.4, 2.8, 3.1 - 3.7, 6.3

 

Presentations - Individual in class presentations to client

Submission DUE and presentation to client

CUAGRD602: 1.1 - 1.4, 2.2 - 2.3,3.1 - 3.6 CUAGRD607: 1.1 - 1.4, 2.1 - 2.4, 2.8, 3.1 - 3.7, 6.3

10

Introduction - Explore previous student and real-world examples


Assessment Task 2: Game Design. Infographics.

New PROJECT


Case studies

CUAGRD602: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8 CUAGRD607: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3

 

Project planning

Concept generation

Mood boarding

Competitor research

 

CUAGRD602: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8 CUAGRD607: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3

11

Concept development.

Brainstorming/idea generation activity.

Client and audience analysis

 

CUAGRD602: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8 CUAGRD607: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3

 

Activity: board game analysis

 

CUAGRD602: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8 CUAGRD607: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3

12

Concept presentation and discussion (peer review in groups)

Documenting and actioning feedback

Design development

 

CUAGRD602: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8 CUAGRD607: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3

 

Activity: Build on a theme

 

CUAGRD602: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8 CUAGRD607: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3

13

Design development

Refine solutions

Problem solving

 

CUAGRD602: 4.1 - 4.4, 5.1 - 5.4 CUAGRD607: 4.1 - 4.5, 5.1 - 5.2

 

Activity: Create client presentation

 

CUAGRD602: 4.1 - 4.4, 5.1 - 5.4 CUAGRD607: 4.1 - 4.5, 5.1 - 5.2

14

Design development

Refine solutions

Production

 

CUAGRD602: 2.8, 3.4 - 3.5, 4.1 - 4.4, 5.1 - 5.4 CUAGRD607: 4.1 - 4.5, 5.1 - 5.3, 6.1 - 6.3

 

Refine solutions

Testing

Problem solving

Mockup construction

Documentation

Preliminary finished art DUE for proofing

CUAGRD602: 2.8, 3.4 - 3.5, 4.1 - 4.4, 5.1 - 5.4 CUAGRD607: 4.1 - 4.5, 5.1 - 5.3, 6.1 - 6.3

15

Activity: Design roll out and finished art requirements

 

CUAGRD602: 5.1 - 5.4 CUAGRD607: 5.1 - 5.3, 6.1 - 6.5

 

Activity: Design roll out and finished art requirements

 

CUAGRD602: 5.1 - 5.4 CUAGRD607: 5.1 - 5.3, 6.1 - 6.5

16

Activity: Design roll out and finished art requirements

 

CUAGRD602: 5.1 - 5.4 CUAGRD607: 5.1 - 5.3, 6.1 - 6.5

 

Presentations - individual in class presentations to client

Submission DUE and presentation to client

CUAGRD602: 5.1 - 5.4 CUAGRD607: 5.1 - 5.3, 6.1 - 6.5


Learning Resources

Prescribed Texts


References


Other Resources

Prescribed Texts

None required.

 

References

Ellen Lupton, 2011, Graphic Design Thinking: Beyond Brainstorming, Prinston Architectural Press

Debbie Millman, 2008, The essential principles of graphic design, Cinncinnati, Ohio : How Books

Timothy Samara, 2007, Design Elements: A graphic Style Manual, Rockport Publishers

Ian Noble, Russell Bestley, 2011, Visual Research: an introduction to research methodologies in graphic design (2nd Edition), AVA Publishing

 

Other Resources

You are advised to look at the course myRMIT site (Blackboard) and also for Google Docs and Google Groups via your student Google Account for ongoing updated information. A range of learning resources and references are provided throughout the year. Additional information relating to this will be provided on an ongoing basis. A digital resource folder resides on network server. Further information regarding access to this is available in the ‘Computer Survival Kit’ provided during orientation.

You will require a personal storage device and tools as outlined in tool kit list.

Amongst the library’s electronic resources is the ability to access Lynda.com for online tutorials and lessons. You may be given these tutorials (and other resources) to supplement your classroom learning.

RMIT will provide you with resources and tools for learning in this course through our online systems and access to specialised facilities and relevant software. You will also have access of the library resources.

The University Library has extensive resources for Graphic Design students. The Library has produced a subject guide that includes quality online and print resources for your studies http://rmit.libguides.com/graphicartanddesign

The Library provides guides on academic referencing http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian

http://www.rmit.edu.au/library/librarians/dsc


Overview of Assessment

Assessment is on-going throughout the course. Assessment tasks will require you demonstrate the application of knowledge and skills through practical projects and/or exercises. The assessment tasks are:
Exercises
Major projects incorporating design and printed outcomes
Research reports or presentations

An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.

 


Assessment Tasks

Assessment is on-going throughout the course. Assessment tasks will require you demonstrate the application of knowledge and skills through practical projects and/or written tasks. Assessment tasks are:

  • Design Project 1 (50% of final grade)
  • Design Project 2 (50% of final grade)

Tasks in this course are either formative or summative. Feedback throughout the course may be written, verbal or a combination of both.

Formative tasks provide the basis for ongoing feedback and can be considered essential building blocks for the more substantial summative assessment tasks and you should engage in all formative tasks.

This course has two Summative Tasks, all of which must be completed. Each task has an allocated percentage of the total grade. You are required to demonstrate all learning outcomes to a satisfactory standard.

Formative Assessment tasks:

During this course you will undertake a range of formative assessment tasks including:

  • Design constraints exercises
  • Client analysis
  • Audience analysis
  • Explorative drawing exercises
  • Moodboard development
  • Thumbnail and compositional production
  • Creating visual elements
  • Client presentation

Summative Assessment task 1:

Hotel Branding – Tourism identity/branding collateral – Due week 9

Summative Assessment task 2:

Game Design incorporating Infographics - Packaging and design – Due week 16

Grades which apply to courses delivered in accordance with competency-based assessment, but which also use graded assessment

CHD Competent with High Distinction

CDI Competent with Distinction

CC Competent with Credit

CAG Competency Achieved - Graded

NYC Not Yet Competent

DNS Did Not Submit for Assessment


Assessment Matrix

An assessment matrix demonstrating alignment of assessment tasks with the relevant Unit of Competency is available from the course contact person (stated above).

 

Other Information

Attendance

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that you attend

all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to be successful in this course.

Feedback

You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on

how you can proceed to the next stage of developing your projects.

Student feedback at RMIT:

Pick the following link to access the Student feedback webpage

Student Progress

Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential.

Pick the following link to access the Student progress policy webpage

Cover Sheet for Submissions

You must complete a submission cover sheet for every piece of submitted work. This signed sheet acknowledges that you are aware of the plagiarism implications.

Pick the following link for Cover sheet for submission of works

Special Consideration Policy, Late Submission & Extensions

All assessment tasks are required to be completed to a satisfactory level.

If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.

Pick the following link for details on applying for Special consideration

Any student seeking an extension, should aim at doing so a minimum of 2 days before the deadline. Work submitted late and without an extension at any point will incur late penalties in accordance with university policy.

If you require an extension you must complete an extension form with evidence supporting your application and hand this to your instructor. Further links - Application for extension of time

On Time Submission and Impact of Late Submission

On time submission is an important factor in your assessment. Employability skills are embedded in all courses and these include Planning & Organising and Self-management. For this reason, late work impacts on your overall grade for each assessment task.

The following adjustments for late submission will be made: Work submitted late will be assessed for competency only. Submissions are only permitted during the period that the competency is scheduled.

Academic Integrity and Plagiarism

RMIT University has a strict policy on plagiarism and academic integrity.

Pick the following link for more information Academic Integrity

Course Overview: Access Course Overview

Course Overview: Access Course Overview