Brand Identity Design in a Multicultural Environment
Unit code: HDCC672
| Credit points | 12.5 Credit Points |
| Duration | One semester |
| Contact hours | 36 hours per semester |
| Campus | Prahran |
| Prerequisites | HDG530 Research Methods for Design HDG531 Fundamental Design Studio |
Related course(s)
An elective unit of study in the Specialisation titled Cross-Cultural Brand Identify Design, offered within the Master of Design (Design Anthropology) (DMDA30), Master of Design (Communication Design) (DMCD60) and Master of Design (Digital Media Design) (DDMD60) programs.
NOTE: This unit will be offered subject to student enrolment numbers.
Aims and objectives
This unit aims to provide students with the concepts and methods for developing brand identities for multicultural and digital environments. While cross-cultural design engages in a one-to-one encounter between cultures, designing for multicultural environments adds several layers of complexity related to the number of cultures involved and the rapid shifts in cultural interactions. This complexity requires the creation of dynamic and adaptable brand identities that often need to be mediated through interactive digital experiences (e.g. Stefan Sagmeister’s logo for Casa da Musica).
On successful completion of this unit the student should be able to:· Articulate the differences between designing identities for cross-cultural versus multicultural environments
· Articulate the differences between designing identities for print versus interactive experiences
· Develop frameworks and approaches for designing in multicultural environments
· Appropriately select methodologies to evaluate users experiences with multicultural digital brand identities
· Develop digital brand marks and strategies relevant to multicultural environments
· Articulate the differences between designing identities for print versus interactive experiences
· Develop frameworks and approaches for designing in multicultural environments
· Appropriately select methodologies to evaluate users experiences with multicultural digital brand identities
· Develop digital brand marks and strategies relevant to multicultural environments
Teaching methods
Teaching is conducted in a student-centred studio environment, through lectures, group discussions, site visits, demonstrations and critiques. Students present their work to the group at the end of each project.Assessment
Weekly Concept Blog 25%Project Brief 1: Multicultural Interactive Mark 25%
Project Brief 2 Multicultural Brand Identity Strategy 50%
Generic skills outcomes
Given the global market into which design students enter, HDCC672 Brand Identity Design in a Multicultural Environment produces students with the following Graduate Attributes:
· Adaptable and able to manage change
· Aware of local and international environments in which they will be contributing (e.g. socio-cultural, economic, natural)
· Entrepreneurial in contributing to innovation and development within their business, workplace or community.
HDCC672 Brand Identity Design in a Multicultural Environment provides students with the following Key Generic Skills:
· Analysis skills
· Problem solving skills
· Ability to tackle unfamiliar problems
· Ability to work independently
· Adaptable and able to manage change
· Aware of local and international environments in which they will be contributing (e.g. socio-cultural, economic, natural)
· Entrepreneurial in contributing to innovation and development within their business, workplace or community.
HDCC672 Brand Identity Design in a Multicultural Environment provides students with the following Key Generic Skills:
· Analysis skills
· Problem solving skills
· Ability to tackle unfamiliar problems
· Ability to work independently
Reading materials
Adamson, A 2009, BrandDigital: Simple Ways in which Top Brands Succeed in the Digital World, Palgrave Macmillan, London.Hodge, B & O'Carroll, J 2006, Borderwork in Multicultural Australia, Allen and Unwin, Crows Nest, Australia.Wertime, K & Fenwick, I 2008, DigiMarketing: the Essential Guide to New Media and Digital Marketing, John Wiley and Sons Asia, Singapore.
Additional references will be made available via Blackboard or another online platform.
Additional references will be made available via Blackboard or another online platform.
