Course title(Chinese)
Course title(English)
Credit（s）
Hours
Prerequisites
Purpose
Brand Identity Design is the main course of the Brand and Corporate Image Design Direction. It is the evolution from CI design, VI design to Visual Identity Design course, and is an integrated curriculum centering the brand image, involving all aspects of brand identity, brand visual identity image, brand image promotion etc. What’s more ,it is a practical course to train the design ability of students in brand design direction and the comprehensive performance ability.
The objective of this curriculum is to make students aware of brand and basic meaning of brand design,fully understand the role of brand design, and familiar with the overall visual image and the related elements, such as brand identification, package, advertisement, and visual environment.What’s more, the above elements can be designed as a whole.
About this course
Chapter 1 About Brand
Teaching Objective and Requirement: To make students understand the history and its development of brand, as well as basic connotation and value of brand through teaching.
Teaching Content: Section 1 What is not a brand?
Section 2 The relationship between brand and CSI
(1) What is CIS?(2) Brand establishment instruments (including CSI)
Section 3 The relationship between brand and Marketing
(1)What is marketing?(2) What is brand?
Chapter 2 About Brand Design
Teaching Objective and Requirement: To make students understand the basic connotation and value of brand design, as well as familiar with brand communication tools and aware of the starting point of brand design through teaching.
Key teaching points: The basic connotation and value of brand design.
Difficult teaching points: The basic connotation and value of brand design.
Teaching Content: Section 1 The connotation of brand design
Section 2 The value system of brand
Section 3The communication tools of brand (image design section)
(1)Identification design(2)Product design(3)Package design(4) Advertisement design(5) Display design(6) Website design
Section 4 The starting point of brand design
Chapter 3 The Visual Image of The Brand
Teaching Objective and Requirement: To make students understand the design elements of the overall visual image and its main contents , as well as familiar with the design principle and method about the design brand elements of the visual image through teaching. What’s more , students can make full use of the above elements to design the brand visual image.
Teaching Content: Section 1 Brand identification design
(1) Give a name to brand(2) Brand logo design(3) Extensive design of brand logo (such as: business card and label)
Section 2 Brand package design
(1) Package Location(2) Experimental package design (such as: material, texture, shape)
Section 3 Brand advertisement design
(1) Advertisement location(2) Advertising creativity and design
Section 4 Brand visual environment design
(1) Brand display space design(2) Brand display design
Chapter 4 Practice teaching
Teaching Objective and Requirement: To make students finish overall visual image brand design independently through teaching.
Teaching Content: Section 1 Research and analysis of brand market
Section 2 The visual image of the brand design
(1) Brand Identification design(2) Brand package design(3) Brand advertisement design(4) Brand visual environment design
Bibliography
Recommended materials:
The Theory of Brand Science - Chinese Brand Subject,Chen Fang
Brand Logo Design,Ding Jiaming
Brand Package,Guo Xiangyin
Reference books:
Strong Brand Creation and Development,Guo Xiangyin
What Is Brand Design,Wang Yuanyong
Country,Urban,Areabrand ,Simen , Shanghai University publish 2006
Remarks
(1) Theoretical teaching (2) Market research(3) Case analysis(4) Image planning(5) Job counseling Getting all the above methods together.
