Module Details

Module Code: DESI7004
Title: Design - Branding
Long Title: Design - Branding
NFQ Level: Intermediate
Valid From: Semester 2 - 2017/18 ( January 2018 )
Duration: 1 Semester
Credits: 10
Field of Study: 2140 - Design Studies
Module Delivered in: 1 programme(s)
Module Description: This module concentrates on understanding the broader perspective of the strategic & conceptual process of Branding and the consumer for Graphic Designers. This module reflects on how brands interact with their audience through strategy, attributes, narrative/storytelling and its translation to visual manifestation, touch points & client communication. Projects will consider the most appropriate & broad spectrum of translating strategy to design.

The projects capture the synthesis of design outcomes required in the visual manifestation of brands, such as logo design, packaging, environmental/in-store/point of sale, digital marketing, interface design.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Apply appropriate research & analysis to devise & translate brand strategies to design
LO2 Explore a conceptual & narrative/storytelling approach in their design process
LO3 Recognise how design activities relate to the target audience, and how they can be aligned to target those consumers
LO4 Represent visually appropriate brand applications that communicate formal and conceptual qualities to an intended audience
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
13207 DESI7004 Design - Branding
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Research and Analysis:
• Brand positioning – - Unique selling point/point of differentiation/added value benefit, competitors, consumer behaviour and consumer persuasion at point of sale, target market analysis and brand repositioning
Design and Development:
• Brand expression – Brand Meaning (attributes, benefits, value, personality) Brand Strategy (functional, emotional), Brand Identity (visual interpretation) • Consumer touch points and consideration of visual branding elements, case studies
Final Artwork Presentation:
Application of design elements to present a branding project holistically - logo design, packaging, environmental/in-store/point of sale, digital marketing, interface design.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 6 Learning Outcomes 1,2,3,4
Assessment Description
Branding Project 1
Assessment Type Project % of Total Mark 50
Timing Sem End Learning Outcomes 1,2,3,4
Assessment Description
Branding Project 2
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lab Contact Practical Research & Design Every Week 4.00 4
Tutorial Contact Design Studio Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Research/Practical work Every Week 7.00 7
Total Hours 14.00
Total Weekly Learner Workload 14.00
Total Weekly Contact Hours 7.00
This module has no Part Time workload.
 
Module Resources
Recommended Book Resources
  • Debbie Millman. (2013), Brand Thinking and Other Noble Pursuits, [ISBN: 978-162153247].
  • Wally Olins. (2008), Wally Olins: The Brand Handbook, [ISBN: 978-050051408].
Supplementary Book Resources
  • Marc Gobe, Marc Gob, Sergio Zyman. (2010), Emotional Branding: The New Paradigm for Connecting Brands to People, [ISBN: 978-158115672].
  • David Airey. (2014), Logo Design Love: A Guide to Creating Iconic Brand Identities, [ISBN: 978-032198520].
  • Marianne R. Klimchuk, Sandra A. Krasovec. (2013), Packaging Design: Successful Product Branding from Concept to Shelf, Wiley, [ISBN: 978-111802706].
  • Fiona Humberstone, Joanna Copestick. (2015), How to Style Your Brand: Everything You Need to Know to Create a Distinctive Brand Identity, [ISBN: 978-095645453].
  • Ekaterina Walter, Jessica Gioglio. (2015), The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand, McGraw-Hill Education, [ISBN: 978-007182393].
This module does not have any article/paper resources
This module does not have any other resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_DVICO_8 Bachelor of Arts (Honours) in Visual Communications 5 Mandatory