| CODE | DGA2021 | ||||||||||||||||||||
| TITLE | Brand Identity and Packaging Design | ||||||||||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||||||||||||||
| MQF LEVEL | 5 | ||||||||||||||||||||
| ECTS CREDITS | 6 | ||||||||||||||||||||
| DEPARTMENT | Digital Arts | ||||||||||||||||||||
| DESCRIPTION | All of our decisions as consumers are driven, whether we like it or not, by branding. The study-unit is aimed at the exploration of the multiple facets of branding and brand identity design from both a strategy and design perspective. Particular emphasis is placed on the process by which an identity is created: from understanding a client’s brief to the delivery of a fully-fleshed artwork and guidelines of usage. One of the most important applications that will be dealt with in this study-unit is the three dimensional canvas conventionally known as ‘package’. Students investigate the different functional elements of packaging such as protection and storage while also analyzing the powerful creative and communicative purpose in retail settings. Apart from form and function, this study-unit focuses on sustainability issues with regard to the use of paper and ink, so as to contribute to a more responsible design practice. Students are required to articulate the identity rationale and instructions for use by compiling a set of exhaustive Brand Guidelines and producing professional packaging for a particular industry. The unit is idea-driven and all elements and principles of design (form, colour, typography, narrative, composition, etc.) are discussed in light of historical, cultural and technological developments. Presentation techniques are mastered through pitching of ideas and a final presentation. Both commercial and cultural considerations are tackled through an analysis of target audience, cultural context, and brand structures. Live-briefs and case-studies create the ideal scenario for testing out the theory learnt throughout the study-unit. Even though the study-unit is predominantly a design one, students are exposed to several related fields such as Psychology of Perception, Consumer Behaviour, Marketing and Print Production, in line with the interdisciplinary approach of the entire course. Study-Unit Aims: - Lay the foundations of the principles behind successful branding and the creation of effective brand identities; - Give a broad understanding of the key stages and methodologies of brand development, both from a strategy and design perspective; - Present the students with the historical evolution in branding and packaging; - Encourage students to master their reflective and presentation skills; - Give students the required skills in brand identity and packaging design and production; - Foster a responsible culture of research-based, ethical, and sustainable design. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - develop idea-generating techniques to create a brand identity; - implement concepts consistently across various applications and livery, especially in packaging; - exploit the multiple facets of a package to convey the brand narrative; - identify good practices in branding and brand identity design; - understand and reflect on the design process at every stage; - comprehend the psychological and marketing implications of branding; - research and test the effectiveness of a brand identity and packaging. 2. Skills: By the end of the study-unit the student will be able to: - carry out a comprehensive branding exercise, from strategy to design; - liaise with and understand the needs of a client; - articulate ideas through visual, verbal and aural means; - pay attention to typography, colour, tone of voice, graphic detail, materials and form; - prepare test pieces and maquette models for prototyping; - create an effective design solution that takes into consideration both form and function; - liaise with clients, and other collaborators (such as printers, programmers and suppliers) in seeing a project through. Main Text/s and any supplementary readings: Main Texts: Ambrose, G. (2011) Packaging the Brand: The Relationship between Packaging Design and Brand Identity. Ava Publishing. - Davis, M. (2017) The Fundamentals of Branding. Bloomsbury Visual Arts. - Johnson, M. (2015) Branding in five and a half steps. Thames & Hudson. - Wheeler, A. (2006) Designing brand identity: A complete guide to creating, building and maintaining strong brands. John Wiley. Supplementary Readings: - Bayley S. & Mavity R. (2007) Life’s a Pitch: How to sell yourself and your brilliant ideas. Corgi Books. - Boylston, S. (2009) Designing Sustainable Packaging. Laurence King Publishers. - Clark, M. (2007) Verbalising the Visual: Translating Art and Design into Words. Ava Publishing. - Davis, M. (2005) More Than a Name: An Introduction to Branding. Ava Publishing. - Dupuis, S., Silva, J. (2011) Package Design Workbook: The Art and Science of Successful Packaging. Rockport Publishers. - Evamy, M. (2007) Logo. Lawrence King Publishing. - Fawcett-Tang, R., Mason, D. (2007) Experimental Formats and Packaging. Rotovision. - Healey, M. (2010) Deconstructing Logo Design. Rotovision. - Johnson, M. (2012) Problem Solved: A Primer in Design, Branding and Communication. Phaidon Press. - Krause, J. (2012) The Logo Brainstorm Book: A Comprehensive Guide for Exploring Design Directions. HOW Books. - Thompson, R., Thompson M. (2012) Graphics and Packaging Production. Thames & Hudson. - Wiles, R. (2012) Handmade Packaging Workshop. Thames & Hudson. |
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| STUDY-UNIT TYPE | Lecture, Tutorial, Practical and Project | ||||||||||||||||||||
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| LECTURER/S | Malcolm Bonello |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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