Branding and Identity Design Short Course
Course description
Course overview
Aimed at anyone wishing to develop their brand communication skills, this practice based short course will guide students through 5 key stages of brand identity design over 5 days, culminating in the creation of an authentic branding toolkit for personal or commercial use.
Short subject related lectures introduce daily practice-based activities to help contextualise each stage of the creative process from concept to implementation. Individual tasks provide the opportunity for students to explore and experiment whilst developing their own creative skills and knowledge.
Introducing core visual communication techniques students will undertake brainstorming, sketching, visual referencing and research to define your unique brand offer and differentiate you from your competitors. Digitising your final concepts using either Adobe Ai, ID, Ps, Canva or Procreate, you will then be guided through the process of applying your brand identity guidelines over a range of media. Basic software skills are essential.
The course concludes with the visualisation of your brand identity across chosen forms of print and digital media, in preparation for finalisation after the course concludes.
This course is available both on campus or online.
Who this course is for
This course is suitable for anyone wishing to develop conceptual branding and visual communication skills in an experimental, practical and collaborative environment.
Students are encouraged to work at their own level, combining digital and analogue techniques that focus on creative concepts rather than level of finish. Basic Mac computer skills are essential as software training is not provided.
The course would be an excellent fit for beginners, however basic computer skills are required and experience using any of following is essential: Adobe Ai, Id, Ps, Canva or Procreate.
Key information
Topics covered
- Visual research and analysis of the market to define your audience, offer and positioning. Brainstorming and mind mapping exercises will help generate your brand name and strapline, helping define your business whilst contextualising your offer or service in the marketplace
- Creating mood boards to clarify your brands personality and visual language. Exploration, analysis and visual referencing of graphic/typographic elements aim to define your visual language whilst developing your understanding of visual communication skills. These boards will inform your direction and provide the basis for initial brand concepts.
- Branding ideation will help you develop a strong concept driven brand identity that is authentic and timeless. Brainstorming with your peers to develop your creative thinking without technical restraints will encourage a conceptual rather than style driven approach using sketches and visual references. Group feedback will inform your direction, enabling you to confidently explore a range of logo concepts.
- Editing and developing your logo through further exploration of typography, graphic elements, pattern and colour to refine your identity in the form of a branding toolkit or brand guidelines. Visual references will support your thinking to communicate your brand concept and tone of voice. Group reviews will inform development and aid selection of your final brand marque.
- Exploring relevant graphic, illustrative or photographic styles to accompany your brand marque, visualisation and annotation will bring your brand identity to life. Defining your brand's flexible visual identity system, you will explore application across multiple formats to retain audience engagement in preparation for finalisation and activation after the course concludes
Learning outcomes
- Create an authentic personal or commercial brand for activation beyond the course
- Receive expert advice and guidance to encourage experimentation and development of your practice
- Develop your branding and identity skills for portfolio or professional development
- Explore the creative process while working collaboratively with others
- Digital badge and certificate of attendance
Materials
On campus
- iMacs are provided, but students are welcome to bring laptops or tablets
- Pen, notepad and USB key
- A Laptop, or iPad/tablet is required to participate in all elements of the course - please ensure you have an adaptor for a USB port
- If bringing a laptop, please note that it would be an advantage to have Adobe Creative Cloud installed. If you do not already have Adobe Creative Cloud, you can sign up for a free 7 day trial of Adobe Creative Cloud. Please note a credit card is required to register for the free trial. The subscription must be cancelled on the date provided by Adobe if you do not wish to continue onto a paid account. The free software, Krita or GMIP may be appropriate as a backup.
Online
If you are taking this course online, please see ourGuide to taking online short courses
Tutor
Lisa Gellender
Lisa Gellender is an Educator and Creative Director with extensive creative industry experience. Building on a successful career working at Coley Porter Bell and Design Bridge, Lisa formed Gellender Creative in 2004 to provide specialist branding and editorial design for a prestigious range of clients including Selfridges, London College of Fashion and Defected Records.
Revisiting her passion for graphic communication, Lisa completed an MA in Graphic Design at UAL in 2014, thus facilitating her transition into education in 2015. Extensive practice based experience underpins her teaching methods whilst informing curriculum planning and delivery. Alongside her part time role teaching on the BA Graphic Communication course at University of the Creative Arts, Lisa is an Associate Lecturer on the MA Fashion Journalism and Media course at London College of Fashion and the BA Graphic & Media Design course at London College of Communication.
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