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Intermediate Visual Communication Design I

DESIGN 4103: Intermediate Visual Communication Design I

Design and application of information systems in the production of visual communications within frameworks of theories of communication.
Prereq: Enrollment in Visual Communication Design major, or permission of instructor.
Credit Hours
3

Prerequisite: Admission to Bachelor of Science in Design - Visual Communication Design program; or permission of instructor.

Keywords: Brand identity, brand systems, design process, publication design

Overview

This course introduces students to the research, design, and application of brand identity systems. Through a studio-based format, students move from strategy and concept development to refined visual marks and full identity programs, learning how design decisions shape meaning, perception, and consistency across contexts.
 

Objectives

To provide students with a working understanding of:

  • Basic communications theory and the pragmatic use of visual signifiers in the context of brand identity programs and systems.
  • Measuring audience perceptions through the use of survey research techniques.
  • The proper creation of visual identifiers and their application in brand identity programs and systems.
  • The history of significant brand identity programs and systems, and current, significant practitioners and their design processes.
  • How to connect brand strategy to a brand identity and visual language.


Course Materials

N/A
 

Course Organization

This is a 3 credit hour course that meets in person for 2:40 two days a week. Course materials combine lectures, critiques, readings, and hands-on studio work. Students engage with foundational texts on identity design and graphic design history, apply research methods such as audience testing, and work with professional tools to develop marks, visual languages, applications, and final brand guidelines.
 

Sample Coursework

Sample student work demonstrates the full branding process, from early sketches and mark studies to applied systems across 2D, 3D, and digital contexts. Projects highlight strategic thinking, visual refinement, and the ability to translate a concept into a coherent, flexible identity suitable for real-world use and professional portfolios.
4103 Dept web image 1
4103 Dept web image 2

Semester(s) Offered:

Autumn

Course Filters:

Undergraduate
- Visual Communication Design
Autumn