Course Title: Develop graphic designs for branding and identify

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: GRAP5344C

Course Title: Develop graphic designs for branding and identify

School: 320T Architecture & Design

Campus: Brunswick Campus

Program: C6127 - Advanced Diploma of Graphic Design

Course Contact : Simon Rankin, Nicola Hardy

Course Contact Phone: +61 3 9925 9196

Course Contact,

Name and Contact Details of All Other Relevant Staff

Sarah Bunting

+61 3 9925 9186

Nicola Hardy

+61 3 9925 9186

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. This unit is co-delivered with CUVGRD602A Originate graphic designs for complex briefs as a studio cluster called Design 3.

Course Description

In this unit you will develop the skills and knowledge required to create graphic designs for branding and identity by combining creative and technical design expertise with a sound understanding of the particular factors that apply.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVGRD607A Develop graphic designs for branding and identify


5. Generate and assess ideas

Performance Criteria:

5.1 Negotiate and agree to modifications and amend designs as required
5.2 Develop accurate and comprehensive documentation to support the production process
5.3 Present final designs and documentation to relevant personnel and confirm


6. Interpret creative briefs

Performance Criteria:

6.1 Evaluate completed design in terms of its success in
meeting 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


3. Evaluate potential approaches to branding and identity

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


1. Develop designs to support branding and identity

Performance Criteria:

1.1 Analyse creative briefs in terms of branding or identity objectives
1.2 Develop an understanding of 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


4. Finalise designs

Performance Criteria:

4.1 Develop designs from initial concepts ensuring that all production and design factors are taken into account
4.2 Realise designs from initial ideas by working confidently with the elements and principles of design and taking account of production factors
4.3 Combine conceptual and technical expertise in creation of design solutions
4.4 Engage in an ongoing process of testing, creative collaboration and refinement during the design process
4.5Engage with other experts on relevant technical, legal and business requirements


2. Evaluate design work and process

Performance Criteria:

2.1 Consider current and emerging trends and ideas about branding and identity and their impact 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

Learning Outcomes

On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above

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

1Introduction - Folio review/presentation from previous graduatesCUVGRD602A: 1.1 - 1.4
CUVGRD607A: 1.1 - 1.4
 Summative Task 1: Event Branding
  • Delivery of brief
Event Branding
Activity: Research Field Trip
CUVGRD602A: 2.5
CUVGRD607A: 1.2 - 1.3, 2.1 - 2.4
Activity: Investigate and analyse examples of event collateral
3Event Branding
  • Previous student and real-world examples
  • Festival selection
  • Project planning
  • Mood boarding
  • Competitor research/analysis
Activity: Interpret a brief, plan project, timeline deliverables
CUVGRD602A: 1.1 - 1.4, 2.1 - 2.5, 3.1
CUVGRD607A: 2.1 - 2.4, 3.1 - 3.7
Activity: Design TaskCUVGRD602A: 2.1 - 2.8
CUVGRD607A: 4.1 - 4.5
Event Branding
  • Brainstorming/idea generation activity.
  • Client and audience analysis
  • Concept development.
Activity: Image making and experimenting with media


CUVGRD602A: 1.1 - 1.3, 2.1 - 2.8, 5.3
CUVGRD607A: 2.1 - 2.4, 3.1 - 3.7
Event Branding
  • Present concepts for feedback and discussion
  • Documenting and actioning feedback

Activity: Image making and experimenting with media

Event Branding
  • Design development

Activity: Poster layout incorporating typography

CUVGRD602A: 2.8, 3.4, 4.1 - 4.4
CUVGRD607A: 3.2 - 3.4, 3.7, 4.1 - 4.5, 5.1 - 5.3

Event Branding

Activity: Create client presentation

Event Branding
  • Presentation and discussion
  • Documenting and actioning feedback
  • Incorporate findings from feedback

Activity: Present designs for feedback

CUVGRD602A: 3.2 - 3.5, 4.3 - 4.4, 5.1 - 5.3
CUVGRD607A: 4.4 - 4.5, 5.1, 6.3 - 6.4
Activity: Respond to feedback and evaluate progress
Event Branding
  • Refinement and output
  • Testing
  • Problem solving
  • Production

Activity: Design roll out and finished art requirements

CUVGRD602A: 4.1 - 4.4, 5.1 - 5.4
CUVGRD607A: 4.4, 5.1 - 5.3
Activity: Print A2 poster in-house (optional)
Summative Task 1: Event Branding Submission
  • Presentations and feedback
CUVGRD602A: 5.1 - 5.4
CUVGRD607A: 5.1 - 5.3, 6.1 - 6.5
9Summative Task 2: Board Game
  • Explore previous student and real-world examples
  • Project planning
  • Concept generation
  • Mood boarding
  • Competitor research
CUVGRD602A: 1.1 - 1.4, 2.1 - 2.5, 3.1
CUVGRD607A: 1.1 - 1.4, 2.1 - 2.4, 3.1 - 3.7
 Activity: Design ActivityCUVGRD602A: 2.1 - 2.8
CUVGRD607A: 4.1 - 4.5
10Board Game
  • Concept development.
  • Brainstorming/idea generation activity.
  • Client and audience analysis


CUVGRD602A: 1.1 - 1.4, 3.1 - 3.6
CUVGRD607A: 1.1 - 1.4, 2.1 - 2.4, 2.8, 3.1 - 3.7, 6.3
 Activity: board game analysisCUVGRD602A: 2.2 - 2.3,
CUVGRD607A: 2.1 - 2.4, 3.1 - 3.2
Board Game
  • Concept presentation and discussion (peer review in groups)
  • Documenting and actioning feedback
  • Design development
CUVGRD602A: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8
CUVGRD607A: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3
Activity: Build on a theme
Board Game
  • Design development
  • Refine solutions
  • Problem solving
CUVGRD602A: 3.2 - 3.4, 4.1 - 4.4, 5.1 - 5.4, 2.8
CUVGRD607A: 3.3 - 3.4, 3.6 - 3.7, 4.1 - 4.4 5.1 - 5.3

Activity: Create client presentation

13Board Game
  • Design development
  • Refine solutions
  • Production
CUVGRD602A: 4.1 - 4.4, 5.1 - 5.4
CUVGRD607A: 4.1 - 4.5, 5.1 - 5.2
14Board Game
  • Refine solutions
  • Testing
  • Problem solving
  • Mockup construction
  • Documentation

Activity: Design roll out and finished art requirements

CUVGRD602A: 2.8, 3.4 - 3.5, 4.1 - 4.4, 5.1 - 5.4
CUVGRD607A: 4.1 - 4.5, 5.1 - 5.3, 6.1 - 6.3

Summative Task 2: Board Game Submission

  • Presentations and feedback
CUVGRD602A: 5.1 - 5.4
CUVGRD607A: 5.1 - 5.3, 6.1 - 6.5
Feedback and reviewCUVGRD602A: 5.1 - 5.4
CUVGRD607A: 5.1 - 5.3, 6.1 - 6.5
Formative Task: Design Analysis

Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.

Learning Resources

Prescribed Texts

None required.


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 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

The Library provides guides on academic referencing and subject specialist help via your Liaison Librarian Mary Mavroudis

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 written tasks. Assessment tasks are:

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

Assessment Tasks

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:
Festival promotion – Event identity/branding collateral – Due week 8

Summative Assessment task 2:
Board game - Packaging and design – Due week 15

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

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.

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)
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
Further links - Application for extension of time

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