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
Claudia Bergsdorf
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 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