Course Details
Course Information Package
| Course Unit Title | CORPORATE IDENTITY | ||||||||||
| Course Unit Code | AGDS302 | ||||||||||
| Course Unit Details | |||||||||||
| Number of ECTS credits allocated | 7 | ||||||||||
| Learning Outcomes of the course unit | By the end of the course, the students should be able to:
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| Mode of Delivery | Face-to-face | ||||||||||
| Prerequisites | AGDS301 | Co-requisites | NONE | ||||||||
| Recommended optional program components | NONE | ||||||||||
| Course Contents | Introduction to the practice of corporate graphic design: Visual material is presented for a creative discussion. Appreciate a broad overview of the historical context and concept of group identity as seen in diverse case studies. The importance of clarity of form and a sense of belonging and purpose to a specific group, organisation etc. Analyze a visual brief through a series of brainstorming sessions. Understand and write a proposal to a Corporate Identity Project. Engage in a group dialogue. The inter-disciplinary nature of corporate design will be discussed, as will relevant processes such as visual audit, design manual and implementation. Corporate design systems: Engage in a briefing session on Primary Identity: Logo and full Stationery. Identify target audience. Implementation of a visual sketching process. Engage in short critiques which help to catch-up and refresh their thoughts. Embark on a visual research concerning colour, form, readability, size, texture, typography, text, grid and hierarchy of information. Produce sketches on creative new visual solutions. Participate in Mid-critique on sketching process. Participate on a studio workshop in class with individual tutorials and short crits. Use alternative thinking and forward design mind. Finalize sketching process. Participate on a final critique on primary identity (Logo design and Stationery). Participate in the final critique that involves all students from both groups to maximize visual impact and difference in visual problem solving. Present final visual work in front of other faculty participants. Design and produce Logo applications with the necessary visual material and/or production. (e.g. packaging design, leaflets, folders, annual report etc.) Stress and give special attention on printing techniques, paper selection, dye cuts, varnish methods so that the students have an all-round view of the whole spectrum of presenting printed work. Corporate campaign awareness: Promote the newly established identity through a series of visual material such as Posters, Postcards, Banners, External signage, website design, annual report etc. Engage in extensive briefing and creative brainstorming. Research on concepts. Question established notions. Visually introduce the element of impact that creates interest. Utilize individualism and universalism as a must for communication purposes. Produce sketches in near size of the finals. Discuss on individual tutorials to ensure a thorough understanding of the complex visual problem solving. Participate in the final presentation critique with all visual promotional material. Act in a professional manner as if in front of a real life client. Utilize critical judgement as vital for keeping up a high level of intellect in visual communication and a fresh approach in graphic design related problems. | ||||||||||
| Recommended and/or required reading: | |||||||||||
| Textbooks |
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| References |
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| Planned learning activities and teaching methods | Extended project briefings, practical workshops, exercises, illustrated lectures and group critiques. Student centred practical work, personal research, realization and manipulation in project work. Creative use of computer/digital based skills and hand skills such as photography, illustration and print, electronic image/type via Apple Macintosh or PC hardware and software can lead to alternative and unique visual solutions. Creative use of computer design software, along with hand skill methods and mediums such as illustration, sketching, drawing, photography and styling etc. are also part of learning activities. Also presentations, briefing and related written material are available on e-learning engine. The outcome is always enriched through visual research and reading. | ||||||||||
| Assessment methods and criteria |
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| Language of instruction | English | ||||||||||
| Work placement(s) | NO | ||||||||||
