Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
Expert Class Brand Identity 38239/3076/2324/1/95
Study guide

Expert Class Brand Identity

Academic year 2023-24
Is found in:
  • International programmes Media, Design and IT
    Programme option:
    • GDM International - Brand Design
    Choice package:
    • Subjects of your choice - Brand Design
This is a single course unit.
Study load: 8 credits
Co-ordinator: Van Hecke Bavo
Other teaching staff: Goedemé Lien
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2023 ()
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 208,00 hours

Short description

Within the expert class "Brand Identity Design", we finalise our knowledge and introduce you to various ways of creating a complete brand. We look beyond just the visual aspect. What lives in the heart and mind of a brand? How do you develop a workable system that can house an entire brand family? How do you design a house style or visual identity that keeps up with the times while remaining coherent? And how do we put all this into clear guidelines? The essential expert class for the real brand designer.


There are no prerequisites for this course.

Learning outcomes (list)

You can communicate fluently with specialists in the field in the right jargon.
You understand how the content building blocks of a brand determine the identity and thus the strategy.
You visualise various strategically relevant concepts for brand identities.
You visualise various strategically relevant concepts for brand architecture.
You clearly document the guidelines of a self-created brand design.
You clearly present a self-created brand design.

Course content

The following topics will be covered:

  • Brand strategy
  • Mental & visual brand identity
  • Brand design
  • Brand architecture
  • Brand books & platforms
  • Flexible visual systems
  • Custom corporate typography
  • Sound Design

Study material (text): Mandatory

The course material will be made available digitally via Digitap.

For this class, keep in mind additional costs for:

  • access to LinkedIn Learning (+/- 15 euro, to be renewed every academic year)
  • Adobe Creative software (+/- 75 euro, renewable every academic year)

Educational organisation (list)

Learning Activities
Practicum36,00 hours
Work time outside of contact hours172,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
Eerste examenperiodeKnowledge and comprehension test during the examination series50,00
Eerste examenperiodeSkills assessment permanently during class weeks (Permanent evaluation)50,00
Evaluation(s) for re-sit exam
2nd examination periodKnowledge and comprehension test during the examination series50,00
2nd examination periodSkills assessment during the examination series50,00

Evaluation (text)

Submissions for evaluation shall always consist of the candidate's own work and shall be submitted within the deadlines provided. If ideas, images or texts, ideas, designs or parts of designs of others are used, the author, designer and/or location of the work must be clearly mentioned to avoid plagiarism - and thus exam fraud.

Note: The effective examination format will be communicated via Digitap. The effective exam time is communicated via Webuntis.