Copenhagen School of Design and Technology

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Brand Identity (EN)

2020/2021
Speciality direction: Brand Design
Danish title
Brand Identity (EN)
Study programme
Design & business
Type of education
Full time education
Level of education
Bachelor (top-up)
Semester
5. semester
Duration of the subject/module
6 Weeks
Ects
5
Programme elements
Compulsory
Language
English
Start time
Autumn
Location
Guldbergsgade 29 N, København N
Subject number
4156532
Responsible for the subject(s)/modul(es)
Nanna Kanneworff
Sofia Viholt
Laura Elmøe
Marie-Louise Lynge Jensen
  • Purpose

    The purpose of this module is to provide the student with relevant theories, models and tools in order to create a verbal and visual identity for a brand, based on its overall brand strategy.

    The student will work practically with the development of verbal and visual identity in order to create a Brand Guide, which communicates the DNA of the brand. During this process the student will among other things develop logos, symbols, brand manifestos and ‘Tone of Voice’.

    Additionally, the student will become familiar with design terminology and perspectives within graphic design. As Module 2 is a continuation of Module 1 (Brand Strategy), the company case introduced in this module will remain central.

    Knowledge

    The student will gain knowledge about:

    -visual and verbal brand identity for the development of innovative brand concepts.

    -theory, method and practice within verbal and visual communication and dissemination of a company's brand and concept.

    Skills

    The student will get the skills to:

    -communicate brand and concept-related issues to partners, including non-specialists.

    -apply tools and techniques for the dissemination of the company's brand and concept.

    Competences

    The student will learn to:

    -independently enter into disciplinary and interdisciplinary cooperation on brands and concepts.

    -handle complex and development-orientated issues related to concept development.

    -identify their own learning needs and structure their own learning in their work with concept development.

  • Type of instruction and practical application of learning objectives
    The teaching methods in this course consist of lectures, guest lectures, discussions in class, case work, exercises, video material, peer-review and group work.
  • Subject/module requirement for participation

    Academic requirement for participation
    None.

    Equipment needed to participate
    The student is expected to bring a laptop. The student must have the MS Office suite installed. This can be obtained free of charge through KEA. Read more here: https://mit.kea.dk/studiehåndbog/k-o#office

    The student must bring a computer with the Adobe-package as well sketching and writing tools.

  • Exam

    The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)

    Prerequisites for access to the examination
    There is a prerequisite, which is stated when starting the module.
    Exam in one or more subjects
    Subject/module is tested with the following modules
    Type of exam
    Oral examination
    Type of assignment
    The exam is based on a subject or project from specialisation module 1, 2, or 3, which the student independently selects.

    The student must professionally discuss and critically take a stand on the process, method and theory. This forms the basis for the examination, as well as a dialogue about an examination question that is drawn in the examination room, where the student is tested in knowledge, skills and competencies within specialisation module 1, 2, and 3.
    Formal requirements
    The selected project can be both digital and physical.
    Individual exam or group exam
    Individual
    Exam languages
    English
    Duration
    The duration of the oral examination is a total of 30 minutes, of which a maximum of 10 minutes is allocated to the examinee's oral presentation, 10 minutes for professional dialogue and 10 minutes for grading.
    Permitted exam aids
    Own notes may be brought if a copy is handed out to the examiner and external examiner at the oral examination.
    Available exam aids
    None.
    Type of evaluation
    7-point grading scale
    Examiners
    Internal and External censure
    Exam criteria
    The test is assessed on the basis of the specific learning objectives that appear in each module.
    Deadline for submission
    At the end of the semester. Date and time are announced on Fronter and in Wiseflow.
    Re-examination and re-examination due to illness
    As an ordinary test and according to current rules, cf. the curriculum.
  • Preliminary literature list
    This is a preliminary literature list. A final literature list will be provided in connection with study start.
    The curriculum is published on Fronter at the start of the module.
41
hours of teaching
96
hours of preparation
The figure shows the extent of workload related to the subject divided into different study activities.

In the subject Brand Identity (EN) you will receive 41 hours of instruction, which corresponds to 55 lessons (1 lesson = 45 min.) and 30% of your total workload for the subject.

The teaching primarily consists of the following activities: cases, project presentation, exercises.
The preparation primarily consists of the following activities: group work, project work, study group.

Read about KEAs Study Activity Model

*KEA can deviate from the number of hours if this is justified by special circumstances