Unit Outline

In this unit, you will examine branding and visual identity – the use of conceptual and visual signs to embody, evoke and represent the qualities, meaning or ‘narrative’ of a product or service to a particular group of people, customers or consumers. This will include an investigation of the role that branding and visual identity play in online commerce, marketing, advertising, personal branding and brand ambassadorship, visual merchandising, and the promotion of products, services and socio-political causes. Through practical work, you will also examine the role that design practices play in the development of a brand or visual identity, evaluate the relative success and effectiveness of various approaches, and consider the negative and positive impacts this may have on people and society.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Identify and describe key components of brand and visual identity design
2.	Evaluate the value of branding and visual identity in commercial practice and social contexts
3.	Apply branding practices to enable development of brand and visual identity
4.	Reflect on theory and application of branding in relation to personal practice

Requisites


REQUISITE TYPE	REQUISITES
Anti-requisite (mutual excl)	ZAD211 ZAD226

Alterations as a result of student feedback

To Be Determined.

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	AT1: Booklet: What is Brand?	Week 4	30 %	LO1, LO2, LO3, LO4
Assessment Task 2:	AT2: Presentation: Personal Branding	Week 7	30 %	LO1, LO2, LO3, LO4
Assessment Task 3:	AT3: Portfolio: Designing the Brand	Week 14	40 %	LO1, LO2, LO3, LO4

Assessment details

Assessment Task 1: AT1: Booklet: What is Brand?

Task Description:

Designers may credit themselves with creating and often times ‘building’ brands. For many professional design studios, creating brands are a large part of their practice. However, few offer a definition for what a brand (or branding) is, how these are created, what impact it has on business/society/culture, and why visual identity is significant or important.
This assessment task focuses on defining a ‘brand’. You will be required to research three (3) established companies. Using these companies as case studies, you will deconstruct your ‘brands’ and develop a definition of what makes up a brand, and explore what branding is. This research will inform a small booklet that outlines the findings and an individual approach to ‘brand’. Frameworks will be explored in class and a selection of case studies will be discussed to provide a basis from which to explore visual identity.

Task Length:

Booklet: 500 words and illustrations (including images, graphs and other evidence)

Due Date:

Week 4

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Identify and describe key concepts, principles and/or processes in relation to brands	LO1, LO3
2	Conduct evidence-based research and inquiry to communicate ideas, arguments and conclusions about brands and visual identity	LO2, LO3
3	Evidence of critical analysis and application to design practice	LO3, LO4

Assessment Task 2: AT2: Presentation: Personal Branding

Task Description:

This assessment task builds on the foundational research from Assessment Task 1. You will explore personal/individual branding to gain a deeper and complete understanding of how personal brands communicate identity to a broader audience. This task will involve the development, experimentation, point of difference and delivery of a personal approach to brand. In this assessment, you will seek to identify what makes a genuine, authentic and successful personal brand and execute your own mark making to achieve this result.

Task Length:

5 minute Presentation supported by 300-500 word descriptions and illustrations (including images, graphs and other evidence)

Due Date:

Week 7

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Evidence of analysis to inform and deliver a creative brief	LO1, LO3
2	Apply creative techniques and conventions to communicate ideas in visual design representations	LO2, LO3
3	Use contextual evidence to support summaries and interpretations	LO4

Assessment Task 3: AT3: Portfolio: Designing the Brand

Task Description:

This unit has focused on researching, referencing, exploring mark making to create authentic brands, and deconstructing logos and identity as part of what makes up a ‘brand’.

Conceptualising identities is a fundamental skill required for encapsulating a large amount of complex information into one visual form (as outlined bove). Using a series of frameworks and tools explored during class, this assessment task allows you opportunities to respond to three (3) forms of branding—a logo refresh, a re-brand and new-brand—in the not-for-profit or community sector.

This task extends your research into the conceptualisation of logomarks and identities as these are an important aspect of the ‘brand’. Identities/logomarks are often the most identifiable aspect of a ‘brand’ and can act as a first impression. This impression is important in communicating the name, ethos and intention of the ‘brand’.

This task will be presented as a portfolio that documents the conceptualisation and development of your logos/marks.

Task Length:

500 words and illustrations (including images, graphs and other evidence)

Due Date:

Week 14

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Evidence of design development and experimentation in the execution of branding and visual identity	LO1, LO2
2	Produce concept evidencing research	LO1, LO2, LO3
3	Evidence of critical reflection of design processes and practice	LO4

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.