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Week - 1
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Introduction to Corporate Identity and Basic Concepts
Definition, scope, and components of corporate identity; differences between corporate identity and visual identity. |
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Week - 2
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Historical Development and Structures of Corporate Identity
The traditional period, the branding technique, the design period, and the strategic period; single, supported, and marked identity structures. |
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Week - 3
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Fundamentals of Brand and Brand Identity
Definition and types of brands; types of brand identity, brand personality, brand image, and brand equity. |
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Week - 4
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Branding, Brand Architecture, and Corporate Identity Components
Branding, brand management, strategy, and architecture; corporate philosophy, communication, behavior, design, reputation, culture, and image. |
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Week - 5
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Emblems, Logos, and Symbolic Communication in Corporate Identity
The function of emblems and logos; meaning, memorability, signs, pictograms, symbols, and icons. |
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Week - 6
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Visual Perception and Visual Elements of Corporate Identity
Principles of figure-ground, part-whole, closure, and similarity; color, typography, and visual imagery. |
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Week - 7
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Problem Definition and Creativity in Corporate Identity Design
Identification of the design problem; creative thinking and the relationship between strategy and creativity. |
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Week - 8
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Corporate Identity Design Process and Stages
Definition and design brief, discovery, idea development, prototyping, testing and experiencing, implementation, feedback. |
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Week - 9
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Corporate Identity Tools and Components of the Identity Catalog
The structure of the corporate identity catalog and visual identity elements; integrity and consistency in design applications. |
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Week - 10
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Digital Identity Catalog and Corporate Identity Presentation
Online corporate identity catalog; effective presentation principles and the use of mockups. |
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Week - 11
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Brand Strategy: Target Audience, Competitors, and Brand Architecture
Target audience and competitor brand analysis; brand personality and archetypes, brand architecture models, and the Golden Circle Theory. |
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Week - 12
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Brand Research, Insight, and Design Briefing
Qualitative, quantitative, and online research; consumer research, insight, brand communication, agency processes, and briefing. |
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Week - 13
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Corporate Identity Management and Corporate Identity Guide
The importance of the corporate identity catalog, consistency and professionalism; the design process and content of the corporate identity guide. |
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Week - 14
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Corporate Identity Design Applications and General Evaluation
Brand name, color, typography, and logo selection; basic and variable applications: business cards, correspondence documents, email signatures, vehicle wraps, outdoor and digital media. |
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