Visual design 3 - Visual identity

Module title:

Visual design 3 - Visual identity

Module overview:

The objective of this module is to enable students to learn to:
- use fundamental principles in visual communications design with ideas to explore, research, create and produce a valid creative idea for market use
- create and design logotype, visual identity, and basic brand book with applications for subject and market use

It is important for students to take this module to gain confidence in creative processes and design thinking with an ability to present and defend their idea on the market/client. Students will gain abilities to explore creative brief, set up questions for design research, define competition in visual terms, analyse opinions, motivations, and brand associations regarding design subject. Also, students will be exposed to elaborate and create visual identities and common means of their communication, mastering the basic principles of designing visual systems and their elements and means of communication as well, mastering the making of basic elements of a brand book.
In this module students will learn:
to create valid logotypes about advanced principles of designing visual identity regarding the message it conveys as well regarding the content it conveys, choosing the correct visual elements, composition, mutual relationships of logotype, brand associations, and visual identity. The module forms the vital core of the program as it combines previous modules of Visual Design, Typography, Photography, and History of Visual design to form advanced functions of market communication design: brand, visual elements, and aesthetic. This module is work-project-based and provides students with insight into how to create an advanced creative concept in the design communications industry.

Literature:

Required readings:
1.Wheeler A. (2017) Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5th Edition, New Jersey, John Wiley and Sons

Supplementary readings:
1.Millman D. (2012) Brand Bible: the complete guide to building, designing, and sustaining brands, Massachusetts, Rockport Publishers
2.Ambrose G., Harris P. (2009) The Fundamentals of Graphic Design, Lausanne, AVA Publishing