Creative Brand Design

Course Code:

VCD 370

Course Type:

Elective

P:

3

Lab:

0

Credits:

3

ECTS:

5

Course Language:

English

Course Coordinator:

İrem TEKİN YÜCESOY

Courses given by:

İrem TEKİN YÜCESOY

Course Objectives:

This course aims to give perspective on designing a global, luxury or mass consumption brand through the usage of multi-media technology and channels. In this course students learn brand strategies and they examine various methods of creating brand identity products. The course aims to empower the students with a knowledge to understand and analyze brand identity and rebranding process.

Course Content:

Within this course students practice to create and design brand identity. Students are required to be able to design a creative brand project by using brand identity strategies.

Course Methodology:

1-Lecture, 6-Case Study, 15-Assignment

Course Evaluation Methods:

B-Oral Exam / Presentation, E-Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1. Examines brand design and marketing strategy.	4	1,6,15	B,E
2. Constructs a persuasive message that related to target market, purpose, and context of the position.	4	1,6,15	B,E
3. Interprets and evaluate the current brand examples.	4	1,6,15	B
4. Creates brand project by the use of branding strategies.	1,4	1,6,15	B,E
5. By the use of design principles, typography, color palette, logotypes produce a creative brand.	1,9	1,6,15	B,E

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction to course
2	Defining the branding
3	Connection between people and brands
4	Types of branding, positioning, brand architecture, brand identity ideals.
5	Visual aspects of a brand: the logo, name and colors. Understanding the differences between the different fonts, colors or logos
6	Brand Forces and Corporate Identity
7	Developing a Brand Strategy
8	Mid-term
9	Brand Identity Process: Conducting Research, Clarifying Strategy, Designing Identity
10	Brand Identity Process: Creating Touchpoints, Managing Assets
11	Brand Equity
12	Rebranding
13	Class Work
14	Presentation of Works
15	Presentation of Works
16	Final Exam

Recommended Sources

RECOMMENDED SOURCES
Textbook	Strategic Brand Management: Building, Measuring and Managing brand equity / Kevin Lane Keller Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands / Alina Wheeler
Additional Resources	Budelmann, Kevin., Wozniak, Curt. Kim, Yang. (2010). Brand Identity Essentials: 100 Principles for Designing Logos and Building Brands, eBook Academic Collection (EBSCOhost) - Worldwide

Material Sharing

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	40
Final	1	60
Total		100
Contribution of Final Examination to Overall Grade		60
Contribution of In-Term Studies to Overall Grade		40
Total		100

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	40
Final	1	60
Total		100
Contribution of Final Examination to Overall Grade		60
Contribution of In-Term Studies to Overall Grade		40
Total		100

Course’s Contribution to Program

COURSE’S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Uses technical and academic knowledge accumulated in visual communication design field for authentic projects.				X
2	Designs 2 and 3 dimensional creative products considering the aesthetic rules.			X
3	Employs efficiently the technical innovations required by the professional field.			X
4	Analyses problems related to the field starting from the concept and develops appropriate projects for the targeted audience.					X
5	Behaves according to the national and international professional ethical principles.			X
6	Builds awareness to universal and social problems by developed projects and offers solutions to them.			X
7	Gains sectoral experience by compulsory internship, relates academic knowledge with field experience.	X
8	Grasps the importance of interdisciplinary working by lifelong learning mind-set and collaborates with different teams.			X
9	Develops concepts and puts forth innovative and authentic works to enrich the cultural and artistic accumulation related to the field.				X
10	Transforms the creative ideas into moving and interactive visual expressions, executes multi-dimensional designs.			X

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	14	5	70
Mid-terms	1	4	4
Final	1	4	4
Total Workload			120
Total Workload / 25 (s)			4,8
ECTS Credit of the Course			5

None

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