Visual Branding and Identity Systems (11065.1)

Please note these are the 2024 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

Corequisites

None.

Incompatible units

None.

Equivalent units

8601 Identity Systems

Assumed knowledge

None.
Availability for enrolment in 2024 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2023 Bruce, Canberra Semester 1 06 February 2023 On-Campus Ms Adrienne Walls-Nichols
2023 South Bank, QLD Semester 1 06 February 2023 On-Campus Mrs Ola Pak
2024 Bruce, Canberra Semester 1 05 February 2024 On-Campus Ms Adrienne Walls-Nichols
2024 South Bank, QLD Semester 1 05 February 2024 On-Campus Mrs Ola Pak
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

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

Late Policy for this unit

 

Resubmission

This unit has substantial opportunities for feedback and self-assessment, and so students who have fully participated in the unit activities are unlikely to fail. In some cases, resubmission of a failed assignment will be possible if the assessment item can feasibly be brought up to a pass level. A typical example might be an assignment that fails due to a missing component that can readily be supplied in a resubmission. The maximum grade for a resubmitted assessment item is 50%. Resubmissions are given at the discretion of the unit convenor, and must be applied for in writing (via email) within one week of the assessment grade being released.

 

Extensions

All extensions must be applied for in writing to the unit convenor no less than three days before the due date of the assignment, and preferably well before this. Extension requests should state the reason the extension is being requested (unless the basis for extension is part of adjustment advice from inclusion and welfare), and provide a proposed submission date. Students should not assume an extension will be automatically granted.

 

Late Penalties

In this unit, we encourage you to be proactive about your work, to recognise early if you are not going to be able to meet a deadline, and to negotiate an extension if necessary. This is a more authentic, industry standard, approach to dealing with deadlines. As a result, this unit does not apply a penalty of 5% per day, and instead applies a pass/fail policy on late assignments. 

Late assignments are assignments that are handed in after the due date and time, or after an agreed extension date. Assignments submitted less than seven days late will be marked on a pass/fail basis (maximum grade of pass, 50%) and will not be provided with any written feedback. This provides strong incentive to get it in on time or negotiate an extension. Assignments that are more than one week late will be deemed to have not been submitted and will receive a non-complete (NC) grade.

This policy is designed to encourage students to take ownership of their work and time commitments, while also allowing for some flexibility. We feel it is far better (and more typical of real work conditions) to seek an extension well before the due date than to hand in a late assignment. We appreciate that there needs to be some flexibility, but we expect all students to manage their time and to keep their tutors informed of any issues with their progress.

Academic integrity

Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.

To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.

Use of Text-Matching Software

The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.

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 some knowledge of the Adobe Creative Suite, specifically, 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

Final assessment - industry project

Next step

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