Copenhagen School of Design and Technology

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Brand Identity (EN)

2018/2019
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
3 Weeks
Ects
5
Programme elements
Compulsory
Language
English
Start time
Autumn
Location
Guldbergsgade 29 N, København N
Subject number
9944182
Responsible for the subject(s)/modul(es)
Marie-Louise Lynge Jensen
Laura Elmøe
Nanna Kanneworff
Sofia Viholt
Tim Meicker
Martin Hesseldahl
  • Content and learning outcomes

    The purpose of this module is to provide the student with knowledge on how to develop a verbal and visual brand identity based on relevant theories, models and tools. 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 develop logos, symbols, brand manifestos and ‘Tone of Voice’. Additionally, the student will become familiar with design terminology and perspectives of graphic design.

    Module 2 is a continuation of Module 1, Brand Management, which means that the case introduced in this module will remain central.

    Knowledge

    • Project management
    • Strategic marketing
    • Brand Management
    • Graphic design
    • Identity

    Skills

    • Use analytical tools to identify the relationship between brand and customer
    • Use conceptual and commercial methods
    • Disseminate brand strategies internally and externally
    • Use communication tools for the dissemination of the company’s brand

    Competences

    • Manage development and implementation of the company’s identity creation based on strategic and creative methods
    • Manage development and maintenance of the company’s brand and concepts
    • Lead and develop projects at a strategic level
    • Work with complex issues and solutions in a commercially-oriented manner
    • Handle planning and execution of projects

  • Type of instruction
    The teaching methods in this course will be a mixture of lectures, exercises, group work, video material and group work.

    This module will end with a group presentation, which is a bound precondition to complete the next modules.
  • Subject/module requirement for participation

    Equipment needed to participate
    The student must bring a computer with the MS-Office-package and 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
    Module completion with an assignment / presentation, which is a basic prerequisite.
    Exam in one or more subjects
    Subject/module is tested with the following modules
    Type of exam
    Combined written and oral examination
    Type of assignment
    The assignment takes as its starting point a specialisation-specific keyword, which will be disclosed at the start of the exam period. Based on the key word, the student formulates a problem which they will elaborate on in a free written paper which must include methods, processes and analyses. During the exam period, the student must carry out empirical work, the analysis of which must form part of the written paper and be further elaborated on at the oral exam.

    During the exam period, the student develops a solution and prepares a presentation both of which they will bring along to the oral exam. The solution may be material and/or immaterial. However, it is important that the solution is oriented towards the specialisation and the profession that the student is training for. The quality of the solution should be such as is to be expected of a professional bachelor in Design and Business. There must always be
    consistency in the corelation between the type of solution, its quality and the professional standard and learning objectives of the line of specialisation.
    Formal requirements
    The scope of the written paper is 5 standard pages +/-10%. The written paper must, as a minimum, include:
    • Table of contents
    • Introduction
    • Problem formulation
    • Method
    • Process
    • Analysis
    • Conclusion
    • Source list
    Individual exam or group exam
    Individual
    Exam languages
    English
    Duration
    The oral exam has a duration of 30 minutes. 10 minutes are set aside for the presentation by the student. Another 10 minutes are set aside for a professional dialogue, and finally, the last 10 minutes are set aside for a discussion of the student’s performance, and marking.
    Permitted exam aids
    The student may bring their own notes provided that a copy is handed to the examiner and the co-examiner at the oral exam.
    Type of evaluation
    7-point grading scale
    Examiners
    External censure
    Exam criteria
    Knowledge
    - strategic planning
    - project management
    - strategic marketing
    - brand management
    - trendspotting
    - graphic design
    - identity
    - business understanding
    - methods and tools for business start-ups
    - user-driven innovation and
    - anthropology and sociology.

    Skills
    - use analytical tools to identify relations between brand and customer
    - identify trends within the market in relation to supply and demand
    - use conceptual and commercial methods
    - convey branding strategies internally and externally, and
    - apply communication tools for the dissemination of the company's brand.

    Competencies
    - handle development, planning, implementation and evaluation of trends and initiatives in marketing nationally and internationally
    - manage the development and implementation of corporate identity creation based on strategic and creative methods
    - manage the development and maintenance of corporate brands and concepts
    - handle the management and development of projects at the strategic level
    - manage the development and optimisation of an organisation's communication strategy
    - handle business-oriented solution to complex issues and
    - manage the planning and execution of projects.
47
hours of teaching
90
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 47 hours of instruction, which corresponds to 63 lessons (1 lesson = 45 min.) and 34% of your total workload for the subject.

The teaching primarily consists of the following activities: internal lecturers, exercises, workshops, group work.
The preparation primarily consists of the following activities: reading your own notes, reading the curriculum, preparation for the exam, exam.

Read about KEAs Study Activity Model

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