Course Title: Develop graphic designs for branding and identity
Part B: Course Detail
Teaching Period: Term2 2018
Course Code: GRAP5380C
Course Title: Develop graphic designs for branding and identity
School: 320T Architecture & Urban 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
Sarah Bunting
Sarah Rudledge
By appointment
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
Course title & code: Branding & Identity Brief CUAGRD602 & CUAGRD607 | This course is a cluster of two units
National Qualification Code: CUA60315
National Code & Unit Title: CUAGRD602 Originate graphic designs for complex briefs & CUAGRD607 Develop graphic designs for branding and identity
2018 SYLLABUS / SEMESTER 2 – Monday AM & PM |
Please note: While staff 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. Students will be notified of any changes.
WK |
Activity |
Due dates |
1 |
Course introduction - Overview and Assessment Requirements. Introduction to brief and accommodation sectors. The importance of robust brand systems for large scale design branding projects.
Assessment Task 1: Hotel Branding |
INTRODUCTION PROJECT 1.0 ASSESSMENT CHECKLISTS |
2 |
Concept development - Research and select brand category. Brand and competitor analysis. Investigate and develop design solutions incorporating consultation and feedback.
|
|
3 |
Concept development - Research and develop logo. Investigate and develop design solutions incorporating consultation and feedback. |
|
4 |
Project development - Technical considerations regarding legibility of brand marks at various sizes, successful reproduction across all mediums, colour spaces, resolutions, and print processes. |
DRAFT DUE |
5 |
Project development - Continue to extend brand vocabulary. Exploration of different media and conceptual approaches. Develop a range of unique elements for application to collateral items. |
|
6 |
Project development - Refine design solutions. Test prototypes. |
DRAFT DUE |
7 |
Resolve project - Resolving project against checklists. Print items. |
|
8 |
Final presentation - Individual presentations for assessment. |
Project 1.0 DUE |
9 |
Brief requirements - Overview and Assessment Requirements. Branding a multi-component product. Researching the product category. Defining your target market. Assessment Task 2: Game Design. Infographics. |
INTRODUCTION PROJECT 2.0 ASSESSMENT CHECKLISTS |
10 |
Concept development - Game narrative. Developing a simple story. Establish obstacle and reward scenarios, character identities, game environments and possible game activities. |
|
| Mid-Semester Break / 2 Weeks | ||
11 |
Project development - Initial concept presentation and discussion. Use feedback to plan and manage project. Identify technical requirements relevant to approved concepts. |
DRAFT DUE |
12 |
Project development - Continue to extend product’s brand vocabulary. Exploration of different media and conceptual approaches. Develop a range of unique elements for application to game components. |
|
13 |
Project development - Focus on consistent execution across all project components. Test off screen with hard copies. |
|
14 |
Resolve project - Assess resources required for completion. Trial mockup construction. Resolve project against finished art checklists. |
DRAFT DUE |
15 |
Production workshop - Printing and construction of final products. |
|
16 |
Final presentation - Individual presentations for assessment. |
Project 2.0 DUE |
Learning Resources
Prescribed Texts
References
Other Resources
Recommended Reading:
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 |
Michael Johnson, 2016, Branding in Five and a Half Steps: the definitive guide to the strategy and design of brand identities, Thames & Hudson |
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
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 in order to achieve Competency. You are required to demonstrate all learning outcomes to a satisfactory standard.
Formative tasks:
During this course you will undertake a range of formative assessment tasks which may include:
- Design constraints exercises
- Client/competitor analysis
- Audience analysis
- Explorative drawing exercises
- Moodboard development
- Thumbnail and compositional production
- Creating visual elements
- Client presentation
Summative Assessment Tasks:
Project 1:
Hotel Branding – Tourism identity/branding collateral – Due week 8
Project 2:
Game Design - Packaging and design – Due week 16
At the completion of the course, grading will be offered in addition to, and after, competency based assessment.
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 aspect of your 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 for success.
Feedback
You will receive verbal and written feedback by teachers on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.
Student Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy
Submissions
When submitting work for assessment you are required to complete a declaration of authorship. This must be done for every summative assessment task. This statement acknowledges that you are aware of the plagiarism implications. For non-digital submission use the printed form provided. For digital online submission please use e Submission process. Information regarding the eSubmission process
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
Reasonable adjustment is available and may be applied through the Special Consideration process. 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. Please refer to the website for more information on this policy go to Academic Integrity. Academic Integrity
Credit Transfers and Recognition of Prior Learning
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification). Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Recognition of Current Competency (RCC).
RCC applies only if you have previously demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained. Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL or RCC for the unit(s) of competency addressed in this course.
Course Overview: Access Course Overview