Branding and visual identity in graphic design
Time: 18:00 - 21:00
Location: KS - Keeley Street
On this course you will explore the nature of branding within graphic design and discuss the attributes to come to a better understanding of their design and their role in our lives. By looking at the ethos of brands we will see how their use is part of the bigger picture of visual commercial transactions and of marketing design communications.
This course takes place in the classroom, please follow this link to find out what we are doing to keep you safe: Staying COVID-19 secure at City Lit
Course Code: VK421
Duration: 4 sessions (over 4 weeks)
What is the course about?
This course is about looking at the nature of brands within graphic design and being able to then use graphic visual language to represent yourself as a brand. You will explore the ability to make marks that then lead you to come to fresh insights on how our perceptions bestow values, and why brands operate in ways to persuade, endorse and inform our views.
You will reflect on your own visual manifestation. What clothes, what colours signify who and what you are? Even if we may be dismissive of fashions and trends, our own ethos is made visible by our attire; our choices are a reflection of self.
You will look at the context of branding and self-Identity both historically and contemporary to better analyse our design views about our work. Group discussions and reflections are an important aspect of this short course, so being empathetic to others is important in terms of developing trust and honesty.
What will we cover?
- Looking and analysing a series of existing brands in both a historical and contemporary context.
- Identify brands we like and don’t like, discussing their values brands and how we make these judgements.
- How to creatively look at ourselves and to consider you as a brand within a public market, what would be the values that you would assign to yourselves?
- Investigate how to visually represent yourself. This exploration should be quite experimental and enable you to see yourself in fresh ways.
- Experiments in mark-making, drawing, image making, digital design.
What will I achieve?
By the end of this course you should be able to...
- Discuss the nature of brands and branding within graphic design with confidence.
- Identify the opportunities and pitfalls that relate to how brands function in today's society and where they sit in marketing communications.
- Identify how you are seen visually by others, and also by yourself: a moment of self-realisation is a definite outcome of these weeks of reflection.
- Produce a brand image of yourself using a range of creative processes.
What level is the course and do I need any particular skills?
The course is open to all levels of students as the course is fundamentally about you, and about what you are able to put in to produce your brand. Obviously having some competencies with drawing would help but this course isn’t fixated on technical competencies. Having some basic knowledge or computer abilities can help you in processing some aspects of the work, such as research on Google and printing off materials. We will complete the course by putting our brands into an Indesign document, but assistance will be given if you haven’t used that software before.
How will I be taught, and will there be any work outside the class?
You will be taught in studio at City Lit through practical tasks and exercises, group work and tutor presentations and discussions. There will be prep work to be done before the first class and in subsequent weeks, you will need time to explore some of the works you start in class and complete for class reviews.
Are there any other costs? Is there anything I need to bring?
Materials that you will need are:
A sketchbook/note book (A5/A4) for recording each session, a usb stick if using the Mac systems to keep a record of work. All other basic materials will be included as part of the course.
Before the first session a briefing paper will be sent to all class members to confirm what to bring to the first class and what you will need to collect in advance of starting.
When I've finished, what course can I do next?
After this course, you may wish to extend your particular design skills further on our range of graphic design short courses or if you are interest in studying for a longer period of time, why not have a look at our City Lit Graphic design course or the advanced visual communications course. Alternatively, if drawing and illustration is more your interest, then there are courses to develop your skills further depending on length of time available to you.
Andy McCarten is a graphic design consultant and lecturer with over thirty years of commercial and academic experience in creating and leading national and international design projects for clients in TV, retail, manufacturing, finance and banking, across Europe and beyond. Andrew has worked with commercial clients including KLM, London Underground, Narvesen, TV2 Norway, BBC, BAA Heathrow, American Express. Having overseen the production of many print and electronic communications, in the commercial arena and within education, including a previous post at Ravensbourne University College for the art and design foundation course. The foundation course has creative idea generating and making at the core of the education process. He is currently developing courses with CityLit for the Advanced Visual Communications area. 'My motivation is to ensure my students get to fully realise their abilities and talents, to succeed in life.' Andrew is a Fellow of the Higher Education Academy, and member of the Typographic Circle. www.amdesigndesk.com www.linkedin.com/in/andrewmccarten
Please note: We reserve the right to change our tutors from those advertised. This happens rarely, but if it does, we are unable to refund fees due to this. Our tutors may have different teaching styles; however we guarantee a consistent quality of teaching in all our courses.