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Visual design 3 - Logotype and graphic standards

  • Class 15
  • Practice 30
  • Independent work 105
Total 150

Course title

Visual design 3 - Logotype and graphic standards

Lecture type


Course code






Lecturers and associates

Course 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, book of graphic standards and basic applications

This module teaches students to create valid logotypes about basic principles of designing regarding the message it conveys as well regarding the content it conveys / content - form - logotype design practice, choosing the correct typography, composition, mutual relationships of fundamental information principles. The module forms the vital core of the program as it combines previous modules of Visual Design, Typography, and History of Visual design to form three basic functions of market communication design: practicality, symbolism, and aesthetic. This module is work-project-based and provides students with insight into how to create a valid creative concept in the design communications industry.

It is important for students to take this module in order 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 associations regarding design subject. Also, students will be exposed to set up a creative mood board with the incentive to create a visual playground for future logotype.


Essential reading:
1. White A.W. (2017) The Elements of Logo Design: Design Thinking, Branding, Making Marks, New York, Simon and Schuster

Recommended reading:
1. Airey D. (2014) Logo Design Love: A Guide to Creating Iconic Brand Identities, 2nd Edition, San Francisco, Peachpit Press

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

Download student guide

Minimal learning outcomes

  • Define and adapt the research of the visual concept.
  • Apply mood board to the idea concept based on the research.
  • Design a creative concept of the logotype and the book of standards.
  • Create a final creative concept of the logotype and the book of standards.

Preferred learning outcomes

  • Analyse the creation of a visual concept.
  • Synthesize the set mood board of the idea concept.
  • Justify the designed creative concept of the logotype and the book of standards
  • Establish and elaborate final creative concept of the logotype and the book of standards.