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This subject approaches branding through an exploration of the power of images and text as a major part of human to human communication, and as a history of human social interchange. This introductory subject explains and explores the power of branding through lectures and project work focusing on how to create a brand using text and image-centred communication and the patterns of communication across all the available media platforms.
The lectures will look at the history of branding and how brands work strategically and emotionally. The content including logo design, typography, naming and copy text, art direction, visualisation and sound signature applied to print, electronic media and video, will be strategically formed as an effective branding campaign. In today’s saturated marketplace the challenge is to create a brand that is not only targeted but is also visually seductive. Students will work individually and in groups, learning how to present ideas to a client utilising branding elements to communicate messages in the graphic design context.
Intended learning outcomes
- Demonstrate understanding of the importance of composition, focal points, balance and image selection when combining image and text;
- Select and use the appropriate tools for graphic design including the use of grids, columns, margins, bleed guides, blurring, effects, filters, overlays, colour, and contrast;
- Demonstrate understanding of balance, use of positive and negative space, golden proportions, outlining texts, hierarchy, and the rule of thirds;
- Use visual language and choose typefaces for different contexts;
- Articulate key theories of design thinking, sustainable design, and other approaches to the contemporary design profession, with an emphasis on histories of text and image.
Last updated: 4 August 2020