Objectives

• Understand the concept of brand and the basic terminology that revolves around it, and achieve a perspective of historical evolutionary analysis of brands.
• Familiarize the student with strategic thinking and decision-making prior to the application of aesthetic options in the development of a Visual Identity program.

Learning outcomes

• Be able to develop processes for the creation of Visual Identity programs and identify their shortcomings.
• Be able to carry out an analysis of the graphic environment of companies.

Content

Theoretical introduction to the brand concept.
Visual Identity.
Global Image.
History of Visual Identity.
The company:

• Organization concept.
• The sector
• The positionally
• The corporate philosophy: Mission, Vision and Values.

Conceptualization strategies.
Visualization strategies.
The Visual Identity program:

• index
• Naming
• sign
• logo
• color
• typography
• supports

Examples of cases.
Practical exercises reflection, collection or alternative of the theoretical content.

Conclusions
Public and personalized review and analysis of exercises.

Evaluation

The assessment of this subject consists of the following sections:

• Creation of a Visual Identity program. This section will have 40% of the value of the final grade. Continued avaluation.
• Research and analysis work on the implementation of Visual Identity programs in a specific sector. 30%
• Concept development work. 20%
• Involvement in the subject (attendance, participation, etc...) 10%.

Class attendance, timely delivery of assignments and correct presentation will be positively assessed.

Methodology

• Familiarize the student with the basic concepts for the conceptualization, creation, planning, implementation and analysis of Visual Identity programs through theoretical and master classes.
• Presentation of cases and collective analysis.
• Segmented creation of a Visual Identity program tutored in a personalized way by the teacher. The final project, as well as its creation process, will be the basis for the final work.
• Presentation and collective comments based on a research and analysis exercise for each student.