Advanced level · Module 1 of 6 · 22 guided hours
Brand Identity Systems
Build identities from strategy to a full, flexible visual system and guidelines.
Learning objectives
- Develop brand strategy from research
- Design a complete identity system
- Write comprehensive brand guidelines
- Plan a brand rollout
Topics
- brand research
- positioning and personality
- identity elements
- flexible systems
- guidelines documents
- rollout
Lessons
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Lesson 1 Brand Strategy
Ground design decisions in research and positioning.
stakeholder interviewsaudience researchcompetitor auditpositioning
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Lesson 2 Designing the Identity System
Create a flexible set of visual elements that work together.
logo suitecolour and type systemsgraphic elements and patternsimagery style
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Lesson 3 Brand Guidelines
Document the system so anyone can use it correctly.
guidelines structurerules and examplestemplatesaccessibility
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Lesson 4 Rolling Out a Brand
Plan how a new or updated brand reaches every touchpoint.
touchpoint auditprioritiesphasingbudget
Practical activity
Develop the strategy and identity system for the capstone client and draft the brand guidelines.
Expected outcomes
- Strategic identity work
- Professional guidelines
Assessment
Strategy, identity system and guidelines draft reviewed.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.