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Branding (GDES30002)

Undergraduate level 3Points: 12.5On Campus (Southbank)

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Overview

Year of offer2019
Subject levelUndergraduate Level 3
Subject codeGDES30002
Campus
Southbank
Availability
Semester 1
FeesSubject EFTSL, Level, Discipline & Census Date

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.

Eligibility and requirements

Prerequisites

None

Corequisites

None

Non-allowed subjects

None

Core participation requirements

The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.

Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home

Assessment

DescriptionTimingPercentage
  • Individual presentation of 10 minutes duration followed by written submission (1000 words). Class presentations take place in weeks 4–6. Written paper is due one week after presentation.
  • 1000 words
From week 4 to week 625%
  • Illustrated essay: fully developed client focused brief on branding proposal. (3000 words equivalent)
  • 3000 words
Week 1275%
  • Hurdle requirement: Students must attend 75% of scheduled classes and attempt all elements of assessment to be eligible for a pass in this subject.
Throughout the semesterN/A

Dates & times

  • Semester 1
    Principal coordinatorRichard Roberts
    Mode of deliveryOn Campus — Southbank
    Contact hours
    Total time commitment170 hours
    Teaching period 4 March 2019 to 2 June 2019
    Last self-enrol date15 March 2019
    Census date31 March 2019
    Last date to withdraw without fail10 May 2019
    Assessment period ends28 June 2019

Time commitment details

170 hours

Further information

  • Texts

    Prescribed texts

    There are no specifically prescribed or recommended texts for this subject.

  • Breadth options

    This subject is available as breadth in the following courses:

  • Available to Study Abroad and/or Study Exchange Students

    This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.

Last updated: 19 July 2019