Full Title:Branding & Packaging
Module Code:MEDA I8006
Credits: 5
Valid From:Semester 1 - 2014/15 ( September 2014 )
Module Delivered in 2 programme(s)
Module Description:Following a branding process students will create vector graphics for use in logo design and packaging.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Identify the use of vector graphics in branding, packaging and web.
  2. Discuss key practitioners within these specialist design areas.
  3. Apply key principles of branding, logo and vector design in the creation of their own work.
  4. Demonstrate a reflective design development process including defining the problem, research and synthesis of information, development of solutions by testing, evaluation and refinement.

Module Content & Assessment

Indicative Content
What is branding? The power of the brand. Identification of brands in our surrounding environments.
Research and Analysis
Understanding the client. Understanding the product. Audience analysis. Market analysis. Marketing strategy.
Idea generation
Creative problem solving, idea generation and development
Logo Design
Logomarks, Logo types, corporate identity, different types of logos and variants. What they're used for. Principles of functionality and good logo design.
Visual Communications principles
Gestalt, composition, line, colour, texture. visual meaning
Logo designers and their work
Paul Rand, Saul Bass
Tools and techniques for creating packing. Principles of package design. Sustainability. Internationalisation.
Vector design development application
Assessment Breakdown%
Course Work100.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Reflective Journal Learning Journal documenting the development of the students work, exercises (critique a logo / identify brands in your environment) and independent research and learning. 1,2,3,4 30.00 0 0 n/a 0
Project Branding research and documentation, logo design, VI document 3,4 35.00 0 0 n/a 0
Continuous Assessment Branding applied to packaging. Final presentation of work. 3,4 35.00 0 0 n/a 0
No Project
No Practical
No End of Module Formal Examination

DKIT reserves the right to alter the nature and timings of assessment


Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Tutorial No Description 3.00 Every Week 3.00
Lecture No Description 1.00 Every Week 1.00
Independent Study No Description 3.00 Every Week 3.00
Directed Reading No Description 1.00 Every Week 1.00
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 4.00
This course has no Part Time workload.
Recommended Book Resources
  • Airey, David 2009, Logo Design Love: A Guide to Creating Iconic Brand Identities, 1 Ed., New Riders
  • Alina Wheeler 2012, Designing Brand Identity: An Essential Guide for the Whole Branding Team, Wiley
Supplementary Book Resources
  • David E. Carter 2008, The Big Book of Logos 5, Harper Design
  • Steven DuPuis 2011, Package Design Workbook: The Art and Science of Successful Packaging, Rockport Publishers
  • Ellen Lupton 2010, Thinking with Type, 2nd revised and expanded edition: A Critical Guide for Designers, Writers, Editors, & Students, Princeton Architectural Press
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
DK_IMCCM_8 Bachelor of Arts (Hons) in Communications in Creative Media 4 Elective
DK_IMMAT_7 Bachelor of Arts in Media Arts and Technologies 4 Elective