Module Overview

Brand Identity Design

This module is a blend of design theory and practice. This module of study will further investigate the relationship between design practices, contemporary processes in relationship to establishing a brand identity. The focus of this module to develop the students understanding of design process approach involved in the creation of a brand identity. Skills will be developed by assembling design briefs, interpretation of a client brief, assessing a client’s needs and the research and development of a design solution. Students will gain an in-depth understanding of process of design, grid and layout, semiotics and brand development, the elements of brand design, building a brand experience and designing for print. Students will be encouraged to think about brand design and aesthetics and how these communicate brand values & personality and reflect on contemporary design practice. Assessment is by the completion of a series of practical projects, with accompanying research and enquiry.

Module Code

DMED H3025

ECTS Credits


*Curricular information is subject to change

The Process of Design:

Working with Clients, Visual and Market Research, Assembling a Design Brief, Brand Positioning Statements, Idea Generation, Prototyping

Grid & Layout:

Alignment, Hyphenation and Justification, Visual Hierarchy, Working with Pages, The Golden section, Symmetrical & Asymmetrical Grids, Developing Grids

Semiotics and Brand Development:

Signs and Signifiers, Visual Language & Iconography, Colour & Meaning, Perception & Culture

Elements of Brand Design:

Keep it Simple, Make it Relevant, Commit to Memory, Scalability, Flexibility

Building a Brand Experience:

Typeface, Logo, Printed Materials, Brand Identity Guidelines, Branding Campaign

Design for Print:

Costing & Quotes, Paper Types, Commercial Printing, Colour Modes, Colour Management Systems, Finishing, Binding, Proofing

Contemporary Design Practice & Practitioners:

(Kat Moross, Hilman Curtis, Paula Scher, Neville Brody, Stefan Sagmeister, Pentagram etc. - up to the 1970/80's is covered the previous two modules)

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100