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Branding (GDES30002)

Undergraduate level 3Points: 12.5On Campus (Southbank)

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Overview

Availability
Semester 1
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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.

Materials and Software
Adobe CC is required software for this subject. Please note that Adobe CC software is available in the labs on campus for all Breadth and Graphic Design students.

Intended learning outcomes

On completion of this subject, students should be able to:

  • 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: 8 August 2023

Eligibility and requirements

Prerequisites

None

Corequisites

None

Non-allowed subjects

None

Inherent 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

Last updated: 8 August 2023

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)
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 teaching periodN/A

Last updated: 8 August 2023

Dates & times

  • Semester 1
    CoordinatorPeter Burke
    Mode of deliveryOn Campus (Southbank)
    Contact hours36 hours, comprising one 3-hour studio class per week.
    Total time commitment170 hours
    Teaching period27 February 2023 to 28 May 2023
    Last self-enrol date10 March 2023
    Census date31 March 2023
    Last date to withdraw without fail 5 May 2023
    Assessment period ends23 June 2023

    Semester 1 contact information

    burke.p@unimelb.edu.au

What do these dates mean

Visit this webpage to find out about these key dates, including how they impact on:

  • Your tuition fees, academic transcript and statements.
  • And for Commonwealth Supported students, your:
    - Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
    - Completion rate. Students who started their course from 2022 and are in a CSP or receiving a HELP Loan (eg FEE-HELP) must meet the completion rate to continue to receive Commonwealth Support for that course.

Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement, and as a fail toward the completion rate, unless there are approved ‘special circumstances’.

Last updated: 8 August 2023

Further information

Last updated: 8 August 2023