|Year of offer||2019|
|Subject level||Undergraduate Level 3|
|Fees||Subject 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
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
|From week 4 to week 6||25%|
|Throughout the semester||N/A|
Dates & times
- Semester 1
Principal coordinator Richard Roberts Mode of delivery On Campus — Southbank Contact hours Total time commitment 170 hours Teaching period 4 March 2019 to 2 June 2019 Last self-enrol date 15 March 2019 Census date 31 March 2019 Last date to withdraw without fail 10 May 2019 Assessment period ends 28 June 2019
Time commitment details
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
- Breadth options
- 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.