BA (Hons) Graphic Branding and Identity

In 2019 UAL declared a Climate Emergency and pledged to ‘make sustainability a required part of the student learning experience’. In response to the climate and ecological crisis the Design School set in place an ambitious Sustainability Action Plan to fully embed responsible practices within the curriculum and in everything we do.

As part of this initiative we have updated our course handbooks against a set of social and environmental sustainability principles to ensure that learning outcomes reflect the urgent need to equip students with the understanding, skills and values to foster a more sustainable planet. Our aim is to change the way students think and to empower them to work towards a sustainable future. 

In common with all courses at University of the Arts London, this course is credit rated. The course is 3 years, levels 4-6. Each year requires you to achieve 120 credit points. To be awarded the BA (Hons) Graphic Branding and Identity qualification, you need to accumulate a total of 360 credits. 

The first year of the course will introduce you to strategic brand thinking, combined with design principles associated with a broad range of media.   

Year 1 

Introduction to Graphic Branding and Identity (20 credits) 

This unit will introduce you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. 

Branding and Design Principles (40 credits) 

This unit will introduce you to the importance of audience and personas; brand promise and purpose, brand values, brand personality and tone of voice alongside the development of a range of graphic design principles in typography and layout. 

Brand Narratives (20 credits) 

This unit introduces to the importance of developing a brand story with which to engage your audience. 

Brand Packaging (20 credits) 

This unit focuses on an exploration of branding in the context of 3D packaging, allowing you to explore materials, form and physical interaction. 

Contextual and Theoretical Studies 1 (20 credits) 

Introduces histories, theories and debates relevant to graphic branding, identity and visual culture.  

Year 2 

The second year will consolidate and expand on your experience of brand expression across a range of different online and offline media.

You’ll explore the role branding might have in a range of social, cultural and political contexts.

We encourage individual and collaborative working, with theoretical aspects of the subject, all within an exploratory context. 

Brand Expression (40 credits) 

This unit will enable you to understand how brands communicate across cultures in global and local contexts and how design can be used to maximise this communication in terms of meaning and brand personality. 

Professional Practices (20 credits) 

This unit gives you the opportunity to collaborate with design students from other courses on a live industry brief. 

Brand Futures (40 credits) 

This unit challenges you to engage with branding in social, cultural and political contexts, recognising that as designers we have the ability to bring people together around current societal challenges.

It also explores the potential for audience engagement in a range of emerging technologies. 

Contextual and Theoretical Studies 2 (20 credits) 

You’ll study a specific set of ideas, practices and theories chosen by you and related to your career and practice ambitions. 

Diploma in Professional Studies 

The Diploma in Professional Studies (DPS) is an optional year-long learning opportunity, allowing you to undertake a variety of internships and professional experiences for a whole academic year in Year 3, as part of a four-year degree.

It is a managed year of professional experience largely undertaken in the design profession in a variety of national and international locations. 

Successful candidates are selected on a competitive basis from academic performance and studentship, successful completion of the DPS bridging studies and by portfolio and proposal. 

Year 3 

The final year allows you to pursue your interests and direction through supported independent study. It will provide you with confidence to choose your future path within the industry, or progress onto postgraduate study. 

There are two pathway options in term one and two of Year 3. One route involves an 8,000 – 10,000 word piece of written work (Route A), or the other route combines a 4,000 – 5,000-word piece of written work plus a Self-Initiated Project (Route B). 

Route A: 

Contextual and Theoretical Studies 3 (Route A) (40 credits) 

Is a 8000-10,000 word thesis on a subject of your choice in negotiation with your tutor. 

Industry Practice (20 credits) 

In this unit you will choose from a range of live or design agency set briefs to give you the experience of working with clients or with industry partners. 

Major Project Studio (60 credits) 

This unit is the culmination of your degree. It offers a range of project choices that enable you to continue to develop a personal portfolio of work relevant to your aspirations. Briefs include those set by agencies, live briefs, competition briefs and the opportunity to undertake self-initiated projects.  

Route B: 

Contextual and Theoretical Studies 3 (Route B) (20 credits) 

Is a 4,000-5,000 word thesis on a subject of your choice in negotiation with your tutor. 

Industry Practice (20 credits) 

In this unit you will choose from a range of live or design agency set briefs to give you the experience of working with clients or with industry partners. 

Major Project Studio (60 credits) 

This unit is the culmination of your degree. It offers a range of project choices that enable you to continue to develop a personal portfolio of work relevant to your aspirations. Briefs include those set by agencies, live briefs, competition briefs and the opportunity to undertake self-initiated projects. 

Self-Initiated Project (Route B) (20 credits) 

This unit offers you the opportunity to undertake an extensive self-initiated project that allows you to work on an aspect of the subject area that particularly interests you and reflects your aspirations for your portfolio and career after your degree.