Course DescriptionThis course will utilize a full-length brand identity design process as a vehicle to learn and practice design research and development, which is essential to high level professional design and marketing practice. Visual expression without concept is arbitrary decoration. Concepts for visual creativity require knowledge and information about the subject and its contexts. The designer’s and marketer’s role extend beyond his/her knowledge of typography, color, composition, and other design related knowledge because of his/her responsibility to understand the objective of the design problem from multiple perspectives. The course will provide you with the experience of conducting in-depth design research and visual/literal data analysis through comparative and competitive studies to produce a succinct brand positioning statement. Naming, logotype design, and applications design are important parts of this course. Effective use of images, color, and other visual elements in presentations will be discussed and performed in conjunction with the developed mission statement and core brand values.