Undergraduate Degree




DV3005 Brand Design

[Studio Contact Hours: 39 hours; Pre-requisites: DV3000; Academic Unit: 3.0]




Academic Unit


3 AU

Course Description


Learning Objective

To introduce to the students a practice-based understanding of how a brand identity functions and is constructed.


Through an examination of case studies and assignments, this course introduces students to a practice-based understanding of the semiotics and semantics of brand communication. Students will explore brand identity system within the context of social activism, commerce and persona identification.

Course Outline




• Intro to course

2 - 6

  • Brand design

  • Explore brand positioning

  • Investigate different case studies


• Mid Sem review of assignments

8 - 12

  • Explore identity systems

  • Review the role of environment and communication design in identity systems

  • Design a full brand system

  • Strategic communication


    • Final review of assignments

    Learning Outcome

    The students will have learned how to design and develop a branded identity that serves the particular needs of a corporation. A client centred approach to development will constitute an important part of this learning.

    Student Assessment

    1. Final Assessment: 40%

    2. Continuous Assessment: 60% (of which at least 15% is participation)

    Continuous assessment components may include:

    • Studio-based exercises and projects

    • Individual, group and team-based assignments


    1. Steven Heller, Corporate Identity, Phaidon Press

    2. Alan Fletcher, The Art of Looking Sideways, Pha​idon Press

    3. Per Mollerup, Marks of Excellence, Phaidon

    4. Alina Wheeler, Designing Brand Identity: a Complete Guide to Creating, Building, and Naintaining Strong Brands, Wiley