Brand Identity Design (BDI201)
Vietnamese title: Thiết kế nhận diện thương hiệu
Credits: 3
Prerequisites: DTG111 or DTG102

Description:
Description: 'The aim of this course is to equip students with the basic knowledge of Brand Identity Design: Brand basics (what is brand, brand identity, branding; brand strategy...), Brand ideals (flexibility,value, differentiation, sustainability…), Brand elements (brandmarks, wordmarks, symbol, characters…), Brand dynamics (Social media, Mobile, …; Private labeling, Brand licensing, Certification…); Brand identity design (Logotype + signature, Color, Typography, Trial applications, Presentation…), Brand book (Standards + guidelines..), (Managing, Measuring, Decision making, Intellectual property, Design management...)
Objectives:
'- The Branding & Identity Design course will prepare students to design and establish visual identities and brand standards across a variety of mediums. The course will help the student look beyond logo design and acquire a fundamental understanding of the aspects of designing a brand system that is scalable and replicable, regardless of application
'- Throughout this course, emphasis will be placed on the use of logo, including its use as a valuable analytical tool for the visual communication professions.
Teaching method:
Under lecturer’s instruction, through a series of instruction sessions, researchanalysis and personal exercises, students will be equipped with knowledge and skills to develop and complete a brand identity system

Learning outcomes:
Having basic knowledge in branding and brand identity design process
Having basic knowledge in applying 2D tools to design logo and identity system
Being able to research about a brand
Being able to create or recreate a logo and brand identity system
Being able to recognize the value of an identity system of a brand
Having a respectful attitude on intellectual property rights on creative products.

Student tasks:
- Attend more than 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfil tasks given by intructor after class
- Use personal laptop in class only for learning purpose
- Read the textbook in advance
- Access the course website https://flm.fpt.edu.vn for up-to-date information and material of the course
- Wacom or digital drawing tools is suggested but not required

Tools:
1. The school prepare: (Installed)
- Classroom with chairs, desks, large monitor with HDMI connection for demo/presentation
- Internet connection.

2. Student prepare:
- Note/Sketchbooks, pens and pencils
- Laptop for graphic design with Adobe Creative apps installed

Materials:
description: Designing Brand Identity: An Essential Guide for the Whole Branding Team
author: Alina Wheeler
publisher: Wiley
published_date: 2017
edition: 5th
isbn: 9781118980828
note: Chọn 1 trong 2 Giáo trình (ưu tiên mua sách mới)
description: Designing Brand Identity: An Essential Guide for the Whole Branding Team
author: Alina Wheeler
publisher: Wiley
published_date: 2012
edition: 4th
isbn: 978-1118099209
note: Chọn 1 trong 2 Giáo trình (ưu tiên mua sách mới)
description: Advertising and Promotion: An Integrated Marketing Communications Perspective
(The Mcgraw-Hill/Irwin Series in Marketing)
author: George E. Belch and Micheal A. Belch
publisher: McGraw-Hill
published_date: 2004
isbn: ISBN 10: 0072536764 / ISBN 13: 9780072536768
description: Everything There Is To Know About Logo Design
http://www.bluesodapromo.com/blog/logo-design-guide/
author: unknown
publisher: Adobe
published_date: 2019
edition: 20th

Assessments:
category: Assignment 1
type: on-going
weight: 30.0
duration: 7 slots
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: Project
knowledge_and_skill: 1
grading_guide: Research & Presentation
note: in class, by instructor
category: Assignment 2
type: on-going
weight: 30.0
duration: 7 slots
question_type: LO1, LO2, LO3
no_question: Project
knowledge_and_skill: 1
grading_guide: Logo desing & development
note: in class, by instructor
category: Assignment 3
type: on-going
weight: 30.0
duration: 7 slots
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: Project
knowledge_and_skill: 1
grading_guide: Complete brand identity brand guideline book
note: in class, by instructor
category: Participation
type: on-going
weight: 10.0

Schedule:
session: Course Introduction
Brand Basic
What is brand?
What is brand identity?
What is branding?
learning_outcomes: I
materials: BDI201
session: Course Introduction
Brand Basic
What is brand?
What is brand identity?
What is branding?
learning_outcomes: I
materials: BDI201
session: Brand Basic
Who are stakeholders?
Why invest?
Brand strategy
Positioning
Big idea
Customer experience

* examples
learning_outcomes: I
T
session: Brand Basic
Who are stakeholders?
Why invest?
Brand strategy
Positioning
Big idea
Customer experience

* examples
learning_outcomes: I
T
session: Brand Basic
Names
Brand architecture
Taglines
Staying on message
Cross cultures

Initiate branding research assignment
learning_outcomes: I
T
session: Brand Basic
Names
Brand architecture
Taglines
Staying on message
Cross cultures

Initiate branding research assignment
learning_outcomes: I
T
session: Brand identity ideals
Overview
Vision
Meaning
Authenticity

Phase 1: Conducting research
learning_outcomes: IT
session: Brand identity ideals
Overview
Vision
Meaning
Authenticity

Phase 1: Conducting research
learning_outcomes: IT
session: Brand identity ideals
Differentiation
Durability
Coherence
Flexibility
Commitment
Value

* examples
learning_outcomes: I
T
session: Brand identity ideals
Differentiation
Durability
Coherence
Flexibility
Commitment
Value

* examples
learning_outcomes: IT
session: Brand identity elements
Brandmarks
Sequence of cognition
Wordmarks
Letterform marks
Pictorial marks
Abstract marks

* examples
learning_outcomes: IT
session: Brand identity elements
Brandmarks
Sequence of cognition
Wordmarks
Letterform marks
Pictorial marks
Abstract marks

* examples
learning_outcomes: IT
session: Research report & presentation due
learning_outcomes: TU
session: Research report & presentation due
learning_outcomes: TU
session: Research report & presentation
learning_outcomes: TU
session: Research report & presentation
learning_outcomes: TU
session: Research report & presentation
learning_outcomes: TU
session: Research report & presentation
learning_outcomes: TU
session: Brand identity elements
Emblems
Characters
Look and feel
* examples
Logo assignmenrt initialte
learning_outcomes: I
T
session: Brand identity elements
Emblems
Characters
Look and feel
* examples
Logo assignmenrt initialte
learning_outcomes: IT
session: Brand forces
Brand Dynamics
Sustainability
Social media
Brand licensing
Private labeling
Certification
Personal branding

* examples
learning_outcomes: I
T
session: Brand forces
Brand Dynamics
Sustainability
Social media
Brand licensing
Private labeling
Certification
Personal branding

* examples
learning_outcomes: I
T
session: Before and after
Merger
New name
Redesign
Packaging

* examples
learning_outcomes: I
T
session: Before and after
Merger
New name
Redesign
Packaging

* examples
learning_outcomes: I
T
session: Assignment 2: Logo ideas and development
learning_outcomes: T.U
session: Assignment 2: Logo ideas and development
learning_outcomes: T.U
session: Assignment 2: Logo Workshop
learning_outcomes: T.U
session: Assignment 2: Logo Workshop
learning_outcomes: T.U
session: Assignment 2: Logo Workshop
learning_outcomes: T.U
session: Assignment 2: Logo Workshop
learning_outcomes: T.U
session: Assignment 2: Logo Workshop
Phase 3
Designing identity
* examples
learning_outcomes: TU
session: Assignment 2: Logo Workshop
Phase 3
Designing identity
* examples
learning_outcomes: TU
session: Assignment 2: Logo Workshop
Phase 4: logo concept & design
learning_outcomes: TU
session: Assignment 2: Logo Workshop
Phase 4: logo concept & design
learning_outcomes: TU
session: Assignment 2: Logo Workshop
Phase 4: logo concept & design
session: Assignment 2: Logo Workshop
Phase 4: logo concept & design
session: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
learning_outcomes: TU
session: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
learning_outcomes: TU
session: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
session: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
session: Assignment 2: Logo Evaluation
learning_outcomes: TU
session: Assignment 2: Logo Evaluation
learning_outcomes: TU
session: Process
Phase 2: Creating touchpoints
* examples
learning_outcomes: TU
session: Process
Phase 2: Creating touchpoints
* examples
learning_outcomes: TU
session: Assignment 3: Brand identity layout
Phase 1: Managing assets
* examples
learning_outcomes: TU
session: Assignment 3: Brand identity layout
Phase 1: Managing assets
* examples
learning_outcomes: TU
session: Assignment 3: Brand identity layout
Phase 2: Apply the logo across a variety of platforms and applications.
learning_outcomes: TU
session: Assignment 3: Brand identity layout
Phase 2: Apply the logo across a variety of platforms and applications.
learning_outcomes: TU
session: Assignment 3: Brand identity brandbook layout
Phase 3
session: Assignment 3: Brand identity brandbook layout
Phase 3
session: Assignment 3: Lab assignment 3
Phase 3
learning_outcomes: TU
session: Assignment 3: Lab assignment 3
Phase 3
learning_outcomes: TU
session: Assignment 3: Lab assignment 3
Phase 3
session: Assignment 3: Lab assignment 3
Phase 3
session: Assignment 3: Lab assignment 3 Presentation
learning_outcomes: TU
session: Assignment 3: Lab assignment 3 Presentation
learning_outcomes: TU
session: Assignment 3: Lab assignment 3 Presentation
learning_outcomes: TU
session: Assignment 3: Lab assignment 3 Presentation
learning_outcomes: TU
session: Course Review
learning_outcomes: TU
session: Course Review
learning_outcomes: TU