Visual identity and branding are two terms that are often used to describe the process of creating a brand for your business or oneself. However, the two terms have different meanings. A visual identity provides the visual aspect of branding that businesses create in order to evoke certain feelings and experiences linked with the brand. A brand is much more than just the visual identity, but at times its understanding starts there.
About the course
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” Seth Godin
This course will cover current generalization of visual identities that we are faced with within the field of visual communications. By covering the common mistakes, all efforts will be within the area of creativity and thinking outside merely the visual appeal or form itself. It will furthermore try to fully avoid such choices when creating a visual identity for a brand whether it is a company or a personal brand. Design and marketing wise the focus will be on true values that will be transformed into a visual identity. The end result will be a concise and well thought of solution to a specific niche a student has in plan or suggests during the course.
You will learn to understand the brand and values, as well as deduce the elements for implementation in the visual form of communication. Apart from that, you will be able to research and synthesize the common mistakes and propose alternative ways of creation bringing value to a brand. And that’s not all. You will be able to create and define elaborated guidelines and sketches for proposed visual identity, recreate, construct and evaluate the proposed visual identity bearing in mind the given and received side of visual communication and brand values. And last but not least, you will learn to simulate solutions of visual identity according with the media scope and brand activities, create and present the final project pitch and accompanied materials.
Predrag Šuka started working as a photojournalist for a national daily newspaper at a young age, expanding his work experience on to radio and national TV, all the while exhibiting his photography work in organized, judged and independent exhibitions before finishing his education at the University of Graphic Arts, Zagreb. During his higher education and work as a junior designer he started to train as a teaching assistant for engineering with most of his time is spent in software training where he was mostly drawn to 3D. Doing professional projects for design studios, agencies, architectural bureaus led to seventeen years of experience between photography, design and 3D with the ability to maintain or create the artistic drive & common language. His teaching efforts continued in the only Autodesk ATC & ACC in Croatia, where he is currently a lead trainer, managing the education and training daily as an Autodesk Certified Instructor. Alongside training, he is head of undergraduate and graduate study of multimedia computer engineering at Algebra University College and actively teaching in the fields of multidiscipline design, photography, 3D and multimedia. Outside the higher education and training his activities in the aforesaid fields range from consulting to production of digital content, owner of his own company, public speaker, guest lecturer and recipient of numerous awards. He gave his expertise in numerous EU projects dealing with education and training all the way to projects involved in promoting and expanding the knowledge in aerospace industry within Google Lunar X-Prize and Stellar, where he is chairman of the board.