VCDP 1250: Brand Identity 1
Effective date
September 2023
Department
Visual Comm Design Diploma
School
Trades, Technology and Design
Description
Brand identity design is one of the most important disciplines for designers. This creative and dynamic course will give students a robust introduction to the brand identity design process, from research, planning and strategy to design implementation and final file preparation. Students will develop an understanding of the different components of a brand identity by way of a series of brand case studies and will then explore creative approaches to building a brand identity. Each student will establish a comprehensive brand identity design project that involves design research and strategy, logo design, collateral, and style guidelines. Technical skills will also be developed with the use of Adobe Creative Cloud software throughout various in-class assignments and projects.
Year of study
1st Year Post-secondary
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Use market research skills to identify a brand's target audience
- Develop a brand strategy through research, client consultation, and design thinking
- Identify logo types and describe the design principles that make a logo design successful
- Use industry-standard design software to design clean, well-crafted logos and brand assets
- Conceptualize and develop a brand identity system that communicates a brand message using consistent visual language
- Prepare final logo files in various formats to be delivered to a client
- Discuss the cultural influence of branding and the related ethical concerns designers should consider
Prior Learning Assessment & Recognition (PLAR)
1. Interview with department to discuss previous experience
2. A portfolio assessment of previously completed related work OR
3. The demonstration of skills via the successful completion of 1-4 related projects/assignments similar to those completed in the course, chosen at the discretion of the department
Hours
Lecture, Online, Seminar, Tutorial: 42
Practicum, Self-Paced, Individual Learning: 12
Total Hours: 54
Instructional Strategies
A combination of lecture, demonstration, production simulations, problem solving, practical labs and reflective discussion will be used throughout this course.
Grading System
Letter Grade (A-F)
Evaluation Plan
Type
|
Percentage
|
Assessment activity
|
Project
|
30
|
Final project
|
Assignments
|
30
|
Assignments
|
Lab Work
|
30
|
May include in-class exercises, assignments, quizzes/tests, and work-in-progress
|
Participation
|
10
|
Participation and professionalism
|
Course topics
- Brand identity development, theory, strategy, and history
- Logo design principles and processes
- Brand identity case studies
- Brand identity design terminology and principles
- Brand identity systems and style guides
- Target audiences and market research
- Collateral material and brand identity design applications
- Logo file preparation
- Creative briefs
- The cultural influence of branding
- The ethics of branding
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/.
- To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.