Visual Branding and Identity Systems (11065.1)

Please note these are the 2021 details for this unit
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Visual Branding and Identity Systems
Available teaching periods Delivery mode Location
View teaching periods On-campus
 Bruce, Canberra
South Bank, QLD
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Design And The Built Environment Level 2 - Undergraduate Intermediate Unit Band 2 2021 (Commenced After 1 Jan 2021)
Band 2 2021 (Commenced Before 1 Jan 2021)
This unit explores the evolution of branding communication and visual logo design globally, which involves design principles; design contexts, project brief and applications integrated into full identity systems. You will create a logo design to communicate the brand identity by contemplating design styles, audience and market segmentation through the ability to showcase the work professionally both to clients and target audiences. Through a combination of research, theory and project work, students engage in a creative program of study focused on the development of contemporary branding practice. In addition, students will apply the understanding of effective contemporary branding, identity systems, logo application to physical objects and digital forms as well as the adaptation of the work to various contexts.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Analyse the contemporary branding approach and the role of graphic designer;
2. Conduct critical research and analysis, and communicate a rationale for design concepts and final logo design to both client and audience; and
3. Develop an identity system and generate a comprehensive identity style guide for various media applications.


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways


Prerequisites

11062 Visual Communication Theory and Principles AND
11063 Principles of Typography and Layout

UC Brisbane students can enrol in this unit by submitting a waiver request

Corequisites

None.

Incompatible units

None.

Equivalent units

8601 Identity Systems

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Dr Mehves Cetinkaya Sendas
2025 South Bank, QLD Semester 1 03 February 2025 On-campus Mrs Ola Pak
Not available

Required texts

  • Unit reading lists –Recommended readings:

Gavin Ambrose and Paul Harris (2015) Design Thinking and the Act or Practice of using your mind to Consider Design (2nd ed.), London, UK; New York, NY: Fairchild Books

Barnard, Malcolm (2005) Graphic Design as Communication, New York: Routledge

Carter, David (2007) The Big Book of Letterheads, Collins Design: NY

McAlhone, Stuart (1988) A Smile in the Mind, London: Phiadon Press Ltd.

Malamed, Connie (2009) Visual Language for Designers, Mass: Rockport.

Sherin, Aaris (2008) SustainAble, Beverly, Mass: Rockport Publishers

Eskilson, Stephen (2007) Graphic Design: A New History, London: Laurence King

Whitebred, David (2008) The Design Manual, Sydney: UNSW Press

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

  1. the Unit Convener has authorised GenAI use for that assessment
  2. the student uses GenAI in the way that the assessment instructions allow
  3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for Students Library Guide provides further information, including how to reference GenAI.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Inclusion and engagement

Students are advised that any adjustments to assessment need to be applied for in advance of the due date via email, in line with the late submission & extension policy for this unit. 

Participation requirements

Regular tutorial participation is extremely important to do well in this unit. It is possible many crucial elements of large assessments are completed in class and not participating in them might result in unnecessary hardship. In short, all assessments are intrinsically connected with tutorial activities. If a student is unable to make it to a class, as common courtesy they should let their tutor know via email, and organise with a classmate to catch up on the content missed. The students are also expected to check their UC student email and Canvas site for the unit daily for any updates or announcements.

Required IT skills

Students attempting this unit should have comprehensive knowledge of the Adobe Creative Suite, specifically, the applications Photoshop, Illustrator and InDesign. Without this knowledge, you may have to put in more effort to complete the projects. It is expected that, as a design student, you carry a sketch book and markers/pencils for all tutorial activities.

In-unit costs

In place of a required text-book for this unit, students are encouraged to have an up to date student subscription to the Adobe Creative Cloud (specifically Illustrator, Photoshop, InDesign, XD, After Effects). 

Work placement, internships or practicums

None