BMA0G335 – Graphic Design: Identity

Module code
Module title
Graphic Design: Identity
This module introduces the student to the practice and theory of Identity Design in a contemporary Graphic Design context. Having researched, analysed, and contextualised an organizations core values, students will translate this knowledge into select visual forms. Brand Strategy will also be examined and students will gain an understanding of the methodologies used to visually encapsulate brand values.
  • BM7000
  • BM9601
NZQA Level
Level 7
NZQA Credits
Delivery method
  • Web-Based
Learning hours
Directed hours
Self directed hours
Total learning hours
Resources required
3.1Define identity design
New Zealand environment
Global environment

3.2Evaluate identity design outcomes
Historical perspective
Symbols and logotypes
Formal analysis of select Identity systems
Contextual analysis of select contemporary case studies
Investigate the use of Maori symbolism in select identity systems
Consider role of standards manuals in contemporary identity design contexts

3.3Investigate brand strategy in a graphic design context
Analyse organisational brand strategy constructs
Review select case studies of brand strategy and implementation in design contexts
Analyse brand stategy implementation processes

3.4Contextual research
Contextual research into contemporary domain values and constructs
Case studies and selected readings
Research strategies and reports

3.5Visually implement research
Generate work via professional design processes
Formally analyse design elements
Evaluate links between researched brand strategy and identity system implentation
Negotiate a range of design outcomes

3.6Communication with a range of cultures
Content of interest to a Mori audience
New Zealand cultural identities
Content from at least one other culture
Modes of address appropriate to the audience
Teaching and Learning Strategy
Lecturer prescribes industry or professional focus in project brief.
Students negotiate criteria.
Lecturer monitors students' progress through the time management of individual projects.
Students contribute to research of course content.
Students research briefs to extend and individualise projects.
Students identify problems with their process and adopt strategies to address those problems.
Lecturer prescribes issues, students identify specific questions in relation to those issues.
Students initiate times for critiques.
Students participate in formal assessed presentations of their work.
Students contribute to the delivery of course content.
Students negotiate and define criteria and procedures for graded assessment.
Graded assessment performed by self, peers and tutor.
Assessment Criteria
Through the submission of all assignments. Submission to include research, computer and studio working process. Criterion referenced using self, peer and tutor assessment methods.

To pass this course, students must complete all assignments and accumulate
an overall course mark of no less than 50