Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
Expert Class Brand Identity 38239/3630/2627/1/23
Study guide

Expert Class Brand Identity

38239/3630/2627/1/23
Academic year 2026-27
Is found in:
  • International programmes Media, Design and IT
This is a single course unit.
Study load: 8 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Van Hecke Bavo
Other teaching staff: Druyts Stijn
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
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

Caution

IPMDI/GDM/003

Prerequisites

There are no prerequisites for this course.

Short description

In this module, you will work on redesigning visual identities. You will give brands a fresh look that is both innovative and recognisable. Drawing on a thorough brand analysis and a clear conceptual and strategic framework, you will critically examine existing elements and translate them into a contemporary visual language.

You will delve into brand architecture and explore how to connect different components – from name and logo to visual style – in a logical and consistent manner, all within a single, clear brand structure.

Learning outcomes (list)

You design a renewed visual brand identity in which you thoughtfully reinterpret recognizable elements starting from a provided brand analysis and developed strategic-conceptual framework.
You explain the impact of different brand architecture models.
You justify your choice of a suitable brand architecture.
You design a visually consistent brand architecture in which you structurally align logos, naming and style elements with the chosen brand structure.
You analyze how dynamic logos function within existing brand identities.
You formulate guidelines for coherent visual variation within a dynamic logo, based on fixed and variable elements that stem from a chosen brand concept.
You design a dynamic logo that combines recognizability with visual variation, and apply it in multiple contexts to demonstrate the flexibility and coherence of the system.
You investigate how brands make their visual identity recognisable through fixed style characteristics and creative variation, without the logo or name always being necessary.
You develop a visual identity system in which you define the visual building blocks as rules of conduct instead of fixed templates, so that the system remains recognizable in various contexts.
You apply your visual identity system in a range of different brand carriers and situations, demonstrating how the system remains recognizable, expressive and visually varied.
You develop brand name proposals that align with the selected brand architecture.
You justify your choices of brand name proposals within the selected brand architecture.

Course content

The following topics will be covered:

  • Visual rebranding
  • Brand architecture
  • Dynamic logo
  • Flexibility & recognisability
  • Visual variation
  • Strategic design thinking
  • Naming & style elements
  • Guidelines rather than templates
  • Brand assets & applications
  • Visual identity system

Study material (list)

Adobe Creative softwareMandatory
Online Learning material on DigitapMandatory
Study guideMandatory

Educational organisation (list)

Learning Activities
Practicum30,00 hours
Work time outside of contact hours178,00 hours

Evaluation (text)

For the conditions governing the resitting of a missed (partial) examination within and outside the examination periods, please refer to the Teaching and Examination Regulations.

Outside the examination period, the following also applies: Not every assessment activity can be resat for organisational or pedagogical reasons.

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodSkills assessment during the examination series100,00digital and/or oral presentation
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodSkills assessment during the examination series100,00digital and/or oral presentation