| CODE | DGA2006 | |||||||||||||||
| TITLE | Visual Identity | |||||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||||||||
| MQF LEVEL | Not Applicable | |||||||||||||||
| ECTS CREDITS | 4 | |||||||||||||||
| DEPARTMENT | Digital Arts | |||||||||||||||
| DESCRIPTION | The study-unit is aimed at the exploration of the multiple facets of visual identity design. The challenge is to deliver concrete messages through simple forms and thus learners experiment with both typography and vector imagery to create an effective, iconic representation. 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. Both commercial and cultural considerations are tackled through an analysis of target audience, trends, brand structures and live-briefs and case-studies create the ideal scenario for testing out the theory learnt throughout the course. Apart from artworks and applications students are required to articulate the identity rationale and instructions for use by compiling a set of exhaustive Brand Guidelines. The course is idea-driven and all elements and principles of identity design (form, colour, composition, etc.) are discussed in light of historical, cultural and technological developments. Presentation techniques are mastered through pitching of ideas and a final presentation to a board of judges. Study-unit Aims: - Lay the foundations of the principles behind the creation of successful visual identities; - Give a broad understanding of the key stages and methodologies of brand development; - Provide an opportunity to master the art of minimal design; - Encourage students to master their reflective and presentation skills. 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 visual identity; - Implement concepts consistently across various applications and livery; - Identify good practices in branding design; - Understand and reflect on the design process at every stage. 2. Skills: By the end of the study-unit the student will be able to: - Carry out a comprehensive branding exercise; - Liaise with and understand the needs of a client; - Articulate ideas through visual, verbal and aural means; - Pay attention to typographic and graphic detail. Reading List: 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. Evamy, M. (2007) Logo. Lawrence King Publishing. 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. Bayley S. & Mavity R. (2007) Life’s a Pitch: How to sell yourself and your brilliant ideas. Corgi Books. Other journal articles related to the topic will be made available on the study-unit e-Learning website. |
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| STUDY-UNIT TYPE | Studio Practice | |||||||||||||||
| METHOD OF ASSESSMENT |
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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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