Course Title: Develop graphic designs for branding and identity

Part B: Course Detail

Teaching Period: Term2 2019

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:

Name and Contact Details of All Other Relevant Staff

Sarah Bunting

By appointment

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


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

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

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. 



Due dates


Course introduction - Overview and Assessment Requirements. Introduction to brief and accommodation sectors. The importance of robust brand systems for large scale design branding projects.

Introduction to Project 1

Assessment Checklists


Brief requirements - Requirements for collateral applications. Establishing what type of brand mark is suitable for a business. Articulating your brand essence.




Concept development - Research and develop logo. Investigate and develop design solutions incorporating consultation and feedback. Work with design elements and principles to create commanding marks with multiple levels of meaning.

Draft DUE



Project 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. Establishing brand recognition through additional brand elements such as colour, imagery, pattern, typography.

Draft DUE



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. Continue to discuss and test a range of graphic approaches. Check that all design work aligns with brand personality.

Draft DUE



Resolve project - Refine design solutions. Test artwork against checklists. Print items.

Draft Due

Process Document


Finalise and submit Project 1  including final designs, files and documentation

Project 1 DUE


Final presentation of Project 1 - Individual presentations to client for assessment.

Brief requirements - Overview and Assessment Requirements. Branding a multi-component product. Researching the product category. Defining your target market. Board game analysis. Breakdown of product components and what successful design looks like in each instance. Game play.

Assignment 2: Game On! Comphensive Product Design.

Project 1 Presentation DUE

Introduction to Assignment 2

Assessment Checklists


Concept development - Game narrative. Developing a simple story. Establish obstacle and reward scenarios, character identities, game environments and possible game activities. 




Project development - concept and graphic style presentation and discussion. Sign off on concept and  use feedback to plan and manage project. Test and investigate technical requirements relevant to approved concepts.Explore and develop potential graphic styles. Consider potential of rollout across all product elements and in relation to audience. 


Mid-Semester Break (2 Weeks)



Project development - Continue to extend product’s brand vocabulary. Exploration of different media and conceptual/graphic approaches. Develop a range of unique elements for application to game components. Refine design solutions to improve the game’s communication objectives. Check that all design work aligns with game’s brand personality and audience expectations.

Draft DUE


Project development - Focus on consistent execution across all project components. Test off screen with hard copies. Demonstration and exploration of mockup construction.Refine design solutions. Test prototypes. Demonstrate ability to conceive of project in its entirety.



Resolve project - Assess resources required for completion. Trial mockup construction. Resolve project against finished art checklists. Source materials. 



Finalise and submit all elements for Project 2 including final designs, files and documentation

Project 2 DUE


Discussion of graded submission requirements. Individual consultations regarding graded submission. Prepare work for submission.



Individual consultations/assistance. Finalise and submit graded assessment

Project 3 Graded Assessment DUE 

Learning Resources

Prescribed Texts


Other Resources

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:
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 Assessment 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 7

Project 2:

Game On! - Comprehensive Product Design – Due week 14

At the completion of the course, grading will be offered in addition to, and after, competency based assessment.

Project 3:

Graded Assessment: 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 gain the competency.

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

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

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 competency assessment. 
Submissions that are assessed as Not Satisfactory can be re-submitted once and this is only permitted during the period that the competency is scheduled.

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. Submission cover sheet

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

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

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