[major=MKT | course_id=BDI201 | syllabus_id=9943 | semester=8 | combo=MKT_COM6.1 | title=Brand Identity Design]
Course ID: BDI201
Title EN: Brand Identity Design
Title VI: Thiết kế nhận diện thương hiệu
Credits: 3.0
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
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
Course type: traditional
Decision: 808/QĐ-ĐHFPT dated 08/03/2023
Approved date: 2023-08-03
CLO1: Having basic knowledge in branding and brand identity design process
[1] category=Assignment 1; type=on-going; weight=30.0; duration=7 slots; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=Research & Presentation; completion_criteria=; clos=1
[2] category=Assignment 2; type=on-going; weight=30.0; duration=7 slots; question_type=LO1, LO2, LO3; grading_guide=Logo desing & development; completion_criteria=; clos=1
[3] category=Assignment 3; type=on-going; weight=30.0; duration=7 slots; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=Complete brand identity brand guideline book; completion_criteria=; clos=1
[4] category=Participation; type=on-going; weight=10.0; duration=; question_type=; grading_guide=; completion_criteria=; clos=1
[1] desc=Designing Brand Identity: An Essential Guide for the Whole Branding Team; author=Alina Wheeler; publisher=Wiley; edition=5th; isbn=9781118980828; main=True; online=; note=Chọn 1 trong 2 Giáo trình (ưu tiên mua sách mới)
[2] desc=Designing Brand Identity: An Essential Guide for the Whole Branding Team; author=Alina Wheeler; publisher=Wiley; edition=4th; isbn=978-1118099209; main=True; online=; note=Chọn 1 trong 2 Giáo trình (ưu tiên mua sách mới)
[3] desc=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; edition=; isbn=ISBN 10: 0072536764 / ISBN 13: 9780072536768; main=; online=; note=
[4] desc=Everything There Is To Know About Logo Design
http://www.bluesodapromo.com/blog/logo-design-guide/; author=unknown; publisher=Adobe; edition=20th; isbn=; main=; online=True; note=
Session 1: Course Introduction
Brand Basic
What is brand?
What is brand identity?
What is branding?
Topic: Offline; Teaching type: LO1; LO: I
ITU: Textbook Part 1, page 2 - 6
Materials: BDI201
Download: Discussion, Take notes

Session 2: Course Introduction
Brand Basic
What is brand?
What is brand identity?
What is branding?
Topic: Offline; Teaching type: LO1; LO: I
ITU: Textbook Part 1, page 2 - 6
Materials: BDI201
Download: Discussion, Take notes

Session 3: Brand Basic
Who are stakeholders?
Why invest?
Brand strategy
Positioning
Big idea
Customer experience

* examples
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: Textbook Part 1, page 7 - 18
Download: Discussion, Take notes

Session 4: Brand Basic
Who are stakeholders?
Why invest?
Brand strategy
Positioning
Big idea
Customer experience

* examples
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: Textbook Part 1, page 7 - 18
Download: Discussion, Take notes
CLO2: Having basic knowledge in applying 2D tools to design logo and identity system
Session 1: Brand Basic
Names
Brand architecture
Taglines
Staying on message
Cross cultures

Initiate branding research assignment
Topic: Offline; Teaching type: LO1, LO3; LO: I, T
ITU: Textbook Part 1, page 20 - 26
Download: Discussion, Take notes

Session 2: Brand Basic
Names
Brand architecture
Taglines
Staying on message
Cross cultures

Initiate branding research assignment
Topic: Offline; Teaching type: LO1, LO3; LO: I, T
ITU: Textbook Part 1, page 20 - 26
Download: Discussion, Take notes

Session 3: Brand identity ideals
Overview
Vision
Meaning
Authenticity

Phase 1: Conducting research
Topic: Offline; Teaching type: CLO1; LO: IT
ITU: Textbook Part 1, page 28 - 34
Download: Discussion, Take notes

Session 4: Brand identity ideals
Overview
Vision
Meaning
Authenticity

Phase 1: Conducting research
Topic: Offline; Teaching type: CLO1; LO: IT
ITU: Textbook Part 1, page 28 - 34
Download: Discussion, Take notes
CLO3: Being able to research about a brand
Session 1: Brand identity ideals
Differentiation
Durability
Coherence
Flexibility
Commitment
Value

* examples
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: Textbook Part 1, page 36 - 46
Download: Discussion, Take notes

Session 2: Brand identity ideals
Differentiation
Durability
Coherence
Flexibility
Commitment
Value

* examples
Topic: Offline; Teaching type: CLO1; LO: IT
ITU: Textbook Part 1, page 36 - 46
Download: Discussion, Take notes

Session 3: Brand identity elements
Brandmarks
Sequence of cognition
Wordmarks
Letterform marks
Pictorial marks
Abstract marks

* examples
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Textbook Part 1, page 48 - 58
Download: Discussion, Take notes

Session 4: Brand identity elements
Brandmarks
Sequence of cognition
Wordmarks
Letterform marks
Pictorial marks
Abstract marks

* examples
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Textbook Part 1, page 48 - 58
Download: Discussion, Take notes
CLO4: Being able to create or recreate a logo and brand identity system
Session 1: Research report & presentation due
Topic: Offline; Teaching type: LO3; LO: TU
ITU: Textbook
Download: Report, Presentation

Session 2: Research report & presentation due
Topic: Offline; Teaching type: LO3; LO: TU
ITU: Textbook
Download: Report, Presentation

Session 3: Research report & presentation
Topic: Offline; Teaching type: LO4; LO: TU
ITU: Textbook
Download: Report, Presentation

Session 4: Research report & presentation
Topic: Offline; Teaching type: LO4; LO: TU
ITU: Textbook
Download: Report, Presentation
CLO5: Being able to recognize the value of an identity system of a brand
Session 1: Research report & presentation
Topic: Offline; Teaching type: LO5; LO: TU
ITU: Textbook
Download: Report, Presentation

Session 2: Research report & presentation
Topic: Offline; Teaching type: LO5; LO: TU
ITU: Textbook
Download: Report, Presentation

Session 3: Brand identity elements
Emblems
Characters
Look and feel
* examples
Logo assignmenrt initialte
Topic: Offline; Teaching type: LO1, LO3, LO4; LO: I, T
ITU: Textbook Part 1, page 48 - 60
Download: Discussion, Take notes

Session 4: Brand identity elements
Emblems
Characters
Look and feel
* examples
Logo assignmenrt initialte
Topic: Offline; Teaching type: LO1, LO3, LO4; LO: IT
ITU: Textbook Part 1, page 48 - 60
Download: Discussion, Take notes
CLO6: Having a respectful attitude on intellectual property rights on creative products.
Session 1: Brand forces
Brand Dynamics
Sustainability
Social media
Brand licensing
Private labeling
Certification
Personal branding

* examples
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Textbook Part 1, page 66 - 90
Download: Discussion, Take notes

Session 2: Brand forces
Brand Dynamics
Sustainability
Social media
Brand licensing
Private labeling
Certification
Personal branding

* examples
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Textbook Part 1, page 66 - 90
Download: Discussion, Take notes

Session 3: Before and after
Merger
New name
Redesign
Packaging

* examples
Topic: Offline; Teaching type: LO1, LO3, LO4; LO: I, T
ITU: Textbook Part 1, page 92 - 98
Download: Discussion, Take notes

Session 4: Before and after
Merger
New name
Redesign
Packaging

* examples
Topic: Offline; Teaching type: LO1, LO3, LO4; LO: I, T
ITU: Textbook Part 1, page 92 - 98
Download: Discussion, Take notes
Session 1: Assignment 2: Logo ideas and development
Topic: Offline; Teaching type: LO1, LO3; LO: T.U
ITU: Textbook Part 1, page 116 - 130
Download: Doing research

Session 2: Assignment 2: Logo ideas and development
Topic: Offline; Teaching type: LO1, LO3; LO: T.U
ITU: Textbook Part 1, page 116 - 130
Download: Doing research

Session 3: Assignment 2: Logo Workshop
Topic: Offline; Teaching type: LO1, LO3, LO5; LO: T.U
ITU: Textbook Part 1, page 132- 142
Download: Doing research

Session 4: Assignment 2: Logo Workshop
Topic: Offline; Teaching type: LO1, LO3, LO5; LO: T.U
ITU: Textbook Part 1, page 132- 142
Download: Doing research
Session 1: Assignment 2: Logo Workshop
Topic: Offline; Teaching type: LO2, LO4; LO: T.U
ITU: Textbook Part 1, page 144 - 160
Download: Doing research

Session 2: Assignment 2: Logo Workshop
Topic: Offline; Teaching type: LO2, LO4; LO: T.U
ITU: Textbook Part 1, page 144 - 160
Download: Doing research

Session 3: Assignment 2: Logo Workshop
Phase 3
Designing identity
* examples
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Present design proposal

Session 4: Assignment 2: Logo Workshop
Phase 3
Designing identity
* examples
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Present design proposal
Session 1: Assignment 2: Logo Workshop
Phase 4: logo concept & design
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Present design proposal

Session 2: Assignment 2: Logo Workshop
Phase 4: logo concept & design
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Present design proposal

Session 3: Assignment 2: Logo Workshop
Phase 4: logo concept & design
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Practice
Download: Present design proposal

Session 4: Assignment 2: Logo Workshop
Phase 4: logo concept & design
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Practice
Download: Present design proposal
Session 1: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Approaching design draft

Session 2: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Approaching design draft

Session 3: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Practice
Download: Approaching design draft

Session 4: Assignment 2 due: Final logo design and present
Phase 5: logo concept & design (Final)
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Practice
Download: Approaching design draft
Session 1: Assignment 2: Logo Evaluation
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Approaching design draft

Session 2: Assignment 2: Logo Evaluation
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Practice
Download: Approaching design draft

Session 3: Process
Phase 2: Creating touchpoints
* examples
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Textbook Part 1, page 164 - 190
Download: Approaching design draft

Session 4: Process
Phase 2: Creating touchpoints
* examples
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Textbook Part 1, page 164 - 190
Download: Approaching design draft
Session 1: Assignment 3: Brand identity layout
Phase 1: Managing assets
* examples
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Textbook Part 1, page 192- 208
Download: Approaching design draft

Session 2: Assignment 3: Brand identity layout
Phase 1: Managing assets
* examples
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Textbook Part 1, page 192- 208
Download: Approaching design draft

Session 3: Assignment 3: Brand identity layout
Phase 2: Apply the logo across a variety of platforms and applications.
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: 
Download: Approaching design draft

Session 4: Assignment 3: Brand identity layout
Phase 2: Apply the logo across a variety of platforms and applications.
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Textbook
Download: Approaching design draft
Session 1: Assignment 3: Brand identity brandbook layout
Phase 3
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Textbook
Download: Finalizing Design

Session 2: Assignment 3: Brand identity brandbook layout
Phase 3
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Textbook
Download: Finalizing Design

Session 3: Assignment 3: Lab assignment 3
Phase 3
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Textbook
Download: Finalizing Design

Session 4: Assignment 3: Lab assignment 3
Phase 3
Topic: Offline; Teaching type: LO2, LO4; LO: TU
ITU: Textbook
Download: Finalizing Design
Session 1: Assignment 3: Lab assignment 3
Phase 3
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Textbook
Download: Finalizing Design

Session 2: Assignment 3: Lab assignment 3
Phase 3
Topic: Offline; Teaching type: LO2, LO4; LO: 
ITU: Textbook
Download: Finalizing Design

Session 3: Assignment 3: Lab assignment 3 Presentation
Topic: Offline; Teaching type: LO2, LO4, LO5, LO6; LO: TU
ITU: Textbook
Download: Practise: Assignment 3

Session 4: Assignment 3: Lab assignment 3 Presentation
Topic: Offline; Teaching type: LO2, LO4, LO5, LO6; LO: TU
ITU: Textbook
Download: Practise: Assignment 3
Session 1: Assignment 3: Lab assignment 3 Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: TU
ITU: Textbook
Download: Practise: Assignment 3

Session 2: Assignment 3: Lab assignment 3 Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: TU
ITU: Textbook
Download: Practise: Assignment 3

Session 3: Course Review
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: TU
ITU: Textbook
Download: Practise: Assignment 3

Session 4: Course Review
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO6; LO: TU
ITU: Textbook
Download: Practise: Assignment 3