Course Title: Develop graphic designs for branding and identity

Part B: Course Detail

Teaching Period: Term2 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:

Name and Contact Details of All Other Relevant Staff

Sarah Bunting 

Sarah Rudledge


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


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


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


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


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


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


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




Due dates



Project 1: Hotel Branding

Introduction to new project

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


Studio-based research and development activities

Analysing client and audience, defining point of difference (POD) - prepare for next class.

New project 

Define the problem

Category and name selection finalised

Studio-based research and tasks

Research plan

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


Project 1: Hotel Branding continued

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

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

Studio-based research and tasks

Project timeline

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


Project 1: Hotel Branding continued

How graphic elements, colour and typography position the value of brands in the market place.

Work with design elements and principles to create commanding marks with multiple levels of meaning. Experiment with media.

Pinup presentation of logo developments

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


Project 1: Hotel Branding continued

Develop, refine and complete logo/logotype.

Formal midway milestone presentation for logo/logotype. Feedback from peers.

Logo, stationery & campaign production - investigate and develop design solutions.

Collateral development for branding campaign.

Presentation of final logo

CUAGRD602: 2.1 - 2.8 CUAGRD607: 4.1 - 4.5


Project 1: Hotel Branding continued

Develop and refine corporate identity suite

Decide on promotional collateral suited to target market and POD narrative

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

Feedback and discussion

Discussion of POD narrative, approval of promotional item

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


Project 1: Hotel Branding continued

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

Develop and create digital campaign materials.

Submit digital campaign materials

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


Project 1: Hotel Branding continued

Refine design solutions. Finalise core branding assets and extend design solution to range of applications.

Testing and problem solving.



Submit drafts for proofing

Feedback and discussion

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


Finalise and submit Project 1: Hotel Branding

Branding production - Respond to feedback and finalise project.

Finished art checks.

Presentation to client

 Project 1 DUE

Submission and presentation to client.

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


Project 2: Game Design incorporating Infographics

Introduction - Explore previous student and real-world examples


New Project

Case studies and 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


Project 2: Game Design continued Project planning

Concept generation

Mood boarding

Competitor research

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


Project 2: Game Design continued

Concept presentation and discussion (peer review in groups)

Documenting and actioning feedback

Design development

Build on a theme

Concept presentation

Discussion and feedback

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


Design development – explore graphic treatments and style, experiment with media

Refine solutions

Testing and problem solving

 Feedback and discussion

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


Design development

Refine solutions

Problem solving

Production – technical considerations, production timeline

 Feedback and discussion

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, investigation and problem solving

Mockup construction – in class demonstration

Documentation – create client presentation

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


Design roll out and finished art requirements

Mockup construction and problem solving


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


Design roll out and finished art requirements.

Finalise production and mockup construction

Finished art checks

Presentation to client

Project 2 DUE

Submission DUE and presentation to client

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

•Timeline and activities are subject to change. Students will be notified of any changes. 




Learning Resources

Prescribed Texts


Other 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

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:
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 to demonstrate the application of knowledge and skills through practical projects and/or written tasks. Summative 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. You are expected to engage in all formative tasks.

This course has two Summative Tasks, both 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 exercises
  • Client analysis
  • Audience analysis
  • Explorative drawing exercises
  • Visual research
  • Thumbnail and compositional production
  • Creating visual elements
  • Client presentations

Summative Assessment Task 1:

Hotel Branding – Tourism identity/branding collateral – Due week 8

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


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:

Select 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.

Select 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.

Select 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.

Select 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.

Select the following link for more information Academic Integrity

Course Overview: Access Course Overview

Course Overview: Access Course Overview