DESN2221
10 units
2000 level
Course handbook
Description
This course explores visual design approaches to the development, construction and communication of brand identities. It examines how brand identity operates within historical, social, and commercial contexts, and looks at the application of brand identity design to conceptual and physical spaces, experiences, campaigns and environments. Through a combination of research and project-based learning students will develop the creative, theoretical, and technical expertise required to effectively communicate the identified philosophies and strategic brand messages of organisations, events, and individuals. Student projects may involve work integrated or research integrated learning opportunities; projects that involve external stakeholders; group/collaborative projects; speculative or more theoretically oriented projects; professionally oriented projects; projects based on competition or award briefs.
Availability2024 Course Timetables
Newcastle City Precinct
- Semester 1 - 2024
Replacing course(s)
This course replaces the following course(s): DESN2031. Students who have successfully completed DESN2031 are not eligible to enrol in DESN2221.
Learning outcomes
On successful completion of the course students will be able to:
1. Implement self-directed visual and contextual research for branding and identity design outcomes;
2. Complete brand identity projects to production ready standards;
3. Engage in ongoing testing, reflection, critique, and refinement during the design process;
4. Apply visual identities to spatial and environmental contexts;
5. Collaborate effectively as part of a team.
Content
- The construction of brand identity
- Forms of branded content and media
- Historical, cultural, social, and commercial contexts for identity
- Analysis of creative briefs and brand identity objectives
- Branding and identity solutions informed by design and market research
- Concept and content generation in support of key client objectives
- Collaboration, and client/designer/team relationships and strategies
- Presenting branding and identity concepts for professional practice contexts
- Technical, creative, ethical, critical and budgetary implications
- Critical and experimental applications of branded media
- Design documentation
Assessment items
Project: Project 1
Project: Project 2
Online Learning Activity: Online Learning Activity
Contact hours
Semester 1 - 2024 - Newcastle City Precinct
Lecture-1
- Face to Face On Campus 1 hour(s) per week(s) for 1 week(s) starting in week 2
Lecture-2
- Face to Face On Campus 1 hour(s) per week(s) for 1 week(s) starting in week 8
Tutorial-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s) starting in week 1
Course outline
- DESN2221 - Semester 1, 2024 (Ncle) (PDF, 211.0 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.