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CT303(Fall)

Dynamic Branding

Fall 2024

Section

601, 65A

Date & Time

Tuesday 2:10 pm - 5 pm, Thursday 6:30 pm - 9:20 pm

Professors

Christie Shin

Classroom

C315

Co/Pre-requisite(s)

NA

Credits/Hours

2 credits; 1 lecture and 2 lab hours

School

School of Art & Design

Major

Advertising & Digital Design BFA

Minor

Multi-sensory Branding Minor

Office Hours

Monday 1 to 3, Wednesday 2 to 3, Thursday 5 to 6

Office at FIT

D317 (email to schedule a remote meeting)
christie_shin@fitnyc.edu

Course Description

CT303 Dynamic Branding course covers theories, principles, and skills of brand identity design using media to convey brand messages and personalities. It includes advanced topics like systemic thinking, fluid identity, data-driven design, and generative design.

Student Learning Outcomes

Upon successful completion of the course, students will be able to:

  1. Develop brand identities aligned with brand strategy.

  2. Create branding concepts for screen-based media.

  3. Utilize systemic thinking in branding.

  4. Prototype data-driven and generative design.

  5. Collaborate on creative solutions in multidisciplinary teams.

Project: Brand Redefined.

In teams of four, students will conceptualize and design a new dynamic branding system to enhance the brand message and elevate the consumer experience.

Weekly Brand Identity Study

1 case study analysis weekly per team. A total of 10 studies this semester. (10 points)

Deliverables:
1. Research & Analysis

  • Target audience

  • Competitors analysis

  • SWOT

2. Brand Profile

  • Core values, mission, and vision.

  • Purpose statement

  • Value proposition

  • Positioning statement

  • Archetype

  • Personality

  • Tone of voice

  • Tagline/slogan

3. Visual Identity System

  • Design principle

  • Primary logo

  • Brand typeface

  • Structure analysis

  • Color

  • Typography

  • Iconography

  • Images & graphics

  • Motion

  • Brand guidelines

4. Applications

  • Environmental graphics/signage

  • Environment motion graphics

  • Other applications

Grade Breakdown and Evaluation

  1. Professionalism (Class Participation and Attendance): 20%

  2. Weekly Brand Identity Study: 10%

  3. Presentation 1: Brand Profile: 20%

  4. Presentation 2: Brand Visual Identity Proposal: 20%

  5. Presentation 3: Brand Identity System Style Guide & Applications: 30%

Course Weekly Outline:
Part 1: Research & Brand Profile
Week 1

  • Course & Project Introduction

  • [Lecture]

  • What is Dynamic Branding?

  • Create a Brand Profile Process

  • Brand Profile 1: Research

Week 2

  • [Presentation] Initial Research & Brand Choices

  • [Lecture] Brand Profile 2:

  • Core values, mission, and vision.

  • Purpose statement

Week 3

  • [Lecture] Brand Profile 2:

  • Value proposition

  • Positioning statement

  • [Lecture] Brand Profile 3:

  • Archetype

Week 4

  • [Lecture] Brand Profile 3:

  • Personality

  • Tone of voice

  • Tagline/slogan

Week 5

  • [Presentation] Brand Profile

Part 2: Visual Identity System
Week 6

  • [Lecture] Dynamic Branding System

  • [Lecture] Visual design - Moodboard + visual motif reference

Week 7

  • [Lecture] Visual Design - Typography

Week 8

  • Workshop

Week 9

  • [Presentation] Brand Identity System Proposal (4)

Part 3: Applications
Week 10

  • [Lecture] Brand Design System

Week 11-13

  • Workshop

Week 14

  • Final project checkpoint - Presentation Final Look

Week 15

  • [Presentation] Brand Style Guide & Applications

Creative Technology & Design (CT&D) Attendance Policy

Attendance is not optional. If you are going to miss a class, you must contact me via email ASAP. Due to the quantity of material covered in the course, I will not be able to spend class time explaining missed assignments or redo lectures. If a class is missed, it is your responsibility to get information regarding missed assignments and lectures from one of your classmates.

  1. Students are required to attend all classes, be on time, and remain for the entire class.

  2. Students who miss three classes for classes meeting once a week or four classes for classes meeting twice a week will receive a grade of “F.”

  3. The student who arrives 10 minutes after the start of the class will be considered late.

  4. Two late occurrences = one absence

  5. A student who arrives over 30 minutes late or not returning from the break will be considered absent from the class.

  6. Working on projects for another class or using digital devices for socializing (texting, social media…etc.) or gaming during class time will be recorded as an absence.

  7. An excused absence is still recorded as an absence. The difference is an excused absence won’t impact your grade for professionalism and class participation.

Additional Course Information:
Department Policy on Plagiarism

Plagiarism and other forms of academic deception are unacceptable. Each instance of plagiarism is distinct. A plagiarism violation is an automatic justification for an “F” on that assignment and/or an “F” for the course. A student found in violation of FIT’s Code of Conduct and deemed to receive an “F” for a course may not withdraw from the course prior to final grade assignments.

Use of AI tools

It is permissible to utilize AI tools in your creative process. However, you must identify which AI tool is being used at each stage of the process. You are required to fact-check AI output and avoid stereotyping and bias in your work. Finally, you are responsible for ensuring that the final creation is unique, ownable, and without any copyright issues.

Fact-checking AI output

AI tools are not infallible. They often generate incorrect or misleading information. It is your responsibility to fact-check any AI output before using it in your work. This includes checking the source of the information, evaluating the quality of the information, and considering the context in which the information was generated.

Avoiding stereotyping and bias

AI tools can be trained on data that contains stereotypes and biases. This can lead to AI output that is also biased. It is your responsibility to avoid the potential for bias in AI output. You should also be mindful of your own biases when using AI tools and take steps to mitigate them.

Ensuring the uniqueness and ownership of your work

You are responsible for ensuring that the final creation of your work is unique and ownable. This means that you must not plagiarize the work of others, including submitting works done solely by AI tools without meaningful improvement and input from you.

Penalty for violation

Violation of this policy may result in a grade reduction or suspension from the class.