ISMAT 21741

Brand Design

• ApresentaçãoPresentation

  This Curricular Unit, is structured and designed for the student to acquire theoretical and formal skills about the construction of visual identities. Combination of theoretical skills with project practice, which allows the visual construction of a brand, as well as the exploration of symbolic values and identity-building elements, in their individual, organisational and territorial environment. Development of the capacity of research, construction and tangibility of concepts in reality. Constant use and encouragement of innovative, creative solutions to proposed projects.
• ProgramaProgramme

  1- Approach to the state of the art in the context of identity: 1.1 Basic concepts of communication related to the identity issue; 1.2 The difference between different terminologies related to identity (brand, logo, symbol, visual identity, branding); 1.3 Understanding the posture for the construction of identity. 1.4. The multiplicity of interfaces that promote the identity expression; 2- What is the role of identity design in the construction of brands: 2.1 The brand and its identity narrative; 2.2 Innovation as a success factor for the implementation of a brand identity narrative in the future; 3- The brand architecture - creation, planning and management of Identity elements; 3.1. Visual Identity and Corporate Identity Design; 3.2 Base and complementary elements of Visual Identity; 3.3 Identity Systems; 3.4. Brand Manuals.
• ObjectivosObjectives

  The aim of this course is to explain technical concepts and conceptual practices related to what is called a Brand. Given the importance of Brand Identity Design for organizations and the impact it promotes in the development of companies and people, this curricular unit intends to pass to design students the fundamental knowledge of the whole process.
• BibliografiaBibliography

  Gobe, M. (2001). Emotional Branding - the new paradigm for connecting brands to people, Allworth Klein. Kapferer, J.(2012). The new strategic brand management: Advanced insights and strategic thinking. London: Kogan Page. Keller, K. (2009). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall. Keller, K. (2013). Best Practice Cases in Branding, Strategic Brand Management. New Jersey: Prentice Hall. Kleim, N. (1999). No Logo - o poder das marcas. Lisboa: Relo¿gio D'A¿gua. Olins, W. (2003). On Brand. London: Thames and Hudson. Rosenbaum-Elliott, R., Percy, L. & Pervan, S. (2011). Strategic Brand Management. Oxford: OUP. Olins, W. (2003). On Brand. London: Thames and Hudson. Rosenbaum-Elliott, R., Percy, L. & Pervan, S. (2011). Strategic Brand Management. Oxford: OUP. Wheeler, A. (2009). Designing Brand Identity. New Jersey: John Wiley & Sons, Inc.
• MetodologiaMethodology

  Project Based Learning
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não