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2019/20 Taught Postgraduate Module Catalogue

DESN5151M Branding Design in Context

15 creditsClass Size: 40

Module manager: Dr Francisco Queiroz
Email: F.Queiroz@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2019/20

This module is not approved as an Elective

Module summary

This module introduces and explores theories and principles of Branding Design and discusses how they can be used to help improve a business, the perception of a service, customer experience, etc.Branding Design distinguishes a product or organisation from its competitors to become something with a unique attribute, character, philosophy and promise, which costumers will be attracted by.Some examples of design outputs that clearly involve branding design are: logo design, visual identity, packaging, advertising campaigns, etc.Students will respond to a set brief in order to put the above theories and principles into practice. They will produce a reflective report to document their research and design process. Students will also conduct usability tests to ascertain the applicability of their design solution to real-life contexts and with real users.Students will be given a choice of a minimum of 2 briefs. Strategic thinking underlying brands and human-centred design are at the core of both briefs and students will be required to apply these concepts on a practical basis

Objectives

This module gives students the opportunity to:
• Learn theoretical and practical perspectives regarding Branding Design.
• Explore the inter-disciplinary nature of Branding Design in a variety of contexts.
• Address the specific requirements and motivations of Branding Design users by developing creative and effective design solutions.

Learning outcomes
On completion of this module, students will have provided evidence of being able to:
1. Analyse and interpret current challenges, theories and principles of Branding Design in order to define a problem or need.
2. Access and critically analyse literature, and select appropriate research methods for the successful development of a design project.
3. Design and develop effective and visually stimulating design solutions in response to a specific problem or need and in relation to real-life settings.
4. Contribute to the implementation and execution of a project to a professional and commercial standard.
5. Take a proactive role in working with others and contribute to the planning and execution of group work.


Syllabus

This module will deliver a combination of lectures and practical sessions. Lectures will engage students with the theory, research and professional approaches to Branding Design. The lecture content will be built around (and inform) each stage of the research and design process by identifying and discussing: 1) The need for and examples of branding; 2) How brands work and the language of brands; 3) Brand Communities and Branding in a Digital World; 4) Branding for the Common Good and design in practice. Practicals will give students the opportunity to put their knowledge and theory into practice by planning, designing, developing and evaluating their creative project, as well as their research. Usability testing will give students the opportunity to assess and improve their project in real-life settings with suitable users.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lecture51.005.00
Practical171.0017.00
Private study hours128.00
Total Contact hours22.00
Total hours (100hr per 10 credits)150.00

Private study

In order to gain confidence to develop and articulate their own ideas, students will engage in private study.

Each lecture is supported by material that is available on the Blackboard VLE. This material provides links to appropriate journal papers, books, videos and websites. Digital copies of the lectures will be also available on the VLE so that students can follow up in a systematic and structured manner.

Students will bring and discuss their ideas to the lectures, allowing them to gain confidence in their own critical thinking. Students will also be asked to find and provide design examples to show their understanding of the theoretical content addressed in the lecture.

• Literature search and reading: 30 hours
• Independent research and preparation: 40 hours
• Preparation and evaluation of assessed outcomes - 58 hours

Opportunities for Formative Feedback

- Regular attendance at lectures and practicals (absences dealt with through the normal School channels).
- Participation in practicals.
- Regular feedback given in practicals.
- Interim feedback around week 21: formative presentation.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
ReportReflective report (1,250-1,500 words)30.00
ProjectCreative Design Project70.00
Total percentage (Assessment Coursework)100.00

The re-sit will be an individual creative design project and a 1,500 words project report.

Reading list

The reading list is available from the Library website

Last updated: 02/12/2019

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