CDS2511 Branding for designers

A Brand is more than a logo. It's the narrative story of a product or service that makes people feel a certain way towards it. It is a persuasive and highly potent communication vehicle in which communication designers play a pivotal role.

This unit intends to develop your comprehension of the value of branding and the development of brand awareness. Through a process of practical studio exercises and tutorials you will explore the development of a brand from the creation of a name, to the development of a logo or identity, to the building of an emotional cache attached to that mark and its applications. Key branding strategies will be explored, including target market identification, product positioning, and competitor analysis. You will be encouraged to explore creative brand strategies that engage both established and emerging media. You will comprehend specific language and key terminology associated with the branding process. You will be exposed to leading exponents of branding that are both historic and contemporary and will be able to identify key strategies utilised in the creation of their success.