Brand Design
本课程是设计专业的高阶综合课程，系统讲授品牌设计的理论体系与实践方法。课程内容涵盖品牌战略与定位、品牌命名、品牌识别系统设计、品牌视觉资产管理、品牌触点设计、品牌传播策略等核心内容，从品牌策略到视觉落地形成完整的知识链条。通过真实品牌项目的模拟实践，学生将掌握品牌调研分析、品牌概念提炼、VI系统设计、品牌应用延展等专业技能。课程注重策略思维与视觉表达的结合，培养学生从品牌整体视角思考设计问题的能力，为成为品牌设计师或设计总监奠定基础。
This advanced comprehensive course systematically teaches the theoretical system and practical methods of brand design. The curriculum covers core content including brand strategy and positioning, brand naming, brand identity system design, brand visual asset management, brand touchpoint design, and brand communication strategy, forming a complete knowledge chain from brand strategy to visual implementation. Through simulated practice of real brand projects, students master professional skills such as brand research and analysis, brand concept refinement, VI system design, and brand application extension. The course emphasizes the combination of strategic thinking and visual expression, cultivating students' ability to think about design problems from a holistic brand perspective and laying the foundation for becoming brand designers or design directors.
学生需为一个虚构的新锐消费品牌（如咖啡、美妆、生活方式、科技产品等方向）设计完整的品牌视觉识别系统。要求包含品牌策略分析（市场调研、竞品分析、品牌定位、目标人群、品牌调性）、基础识别系统（标志设计、标准字、色彩系统、辅助图形、字体规范）和应用识别系统（包装系统、店面空间、线上界面、宣传物料、周边产品）三大板块，应用设计不少于15个品类。需提交完整的品牌VI手册和所有应用设计成品展示，全面展示品牌策略推导过程和视觉系统的完整性与一致性。
Students design a complete brand visual identity system for a fictional emerging consumer brand—such as coffee, beauty, lifestyle, or tech products. The project must include three major sections: brand strategy analysis—market research, competitive analysis, brand positioning, target audience, and brand tone; basic identity system—logo design, standard typeface, color system, auxiliary graphics, and typography guidelines; and applied identity system—packaging system, store space, online interfaces, promotional materials, and merchandise—with no fewer than 15 application categories. A complete brand VI manual and all applied design product presentations are submitted, comprehensively demonstrating the brand strategy derivation process and the completeness and consistency of the visual system.