Course Brief

The consumer market is growing at pace, and a company that wants to survive has to stand out with distinction.

The brand image and identity are the fundamentals of all businesses, whether a large corporate organisation, non-profit or start-up. Whatever the business product or service it may be, it must stand up to scrutiny and be distinctive, if it is to establish a loyal customer or client base. Brand image and identity help the consumer to identify and to be identified. When a brand successfully connects to the customer, it becomes irreplaceable and subsequently part of our culture, social history and language.

This unit aims to give opportunities for students to develop their knowledge and application of branding and identity through understanding the relationship between social, cultural and historical contexts. Students will explore why branding is important, how successful companies have established their identity and how this relates to their core values.

The unit is structured to give students a clear understanding of brand and identity, and its impact in a commercial market place. Analysing case studies to understand the contextualisation of brand and identity will enable students to produce industry ready artwork and branding style guidelines for the application of design. Topics included in this unit are: brand identity, brand strategy, positioning, market research, taglines, style guides, brand licensing, patent/trademark process, designing identity, logotype, and working within a client brief.

On successful completion of this unit students will be able to discuss the importance of branding and identity, showing how identity can influence the consumer, how to develop a brand identity, and how to produce style guides to be print ready for industry.


  • This course is offered in 60 contact hours

By the end of this unit students will be able to:

  1. Discuss the role of branding and identity through analysis of historical and contemporary contextual research.
  2. Evaluate a given brand to determine core values, mission and audience.
  3. Develop a style guide/branding guidelines for a given brand.
  4. Present a range of promotional material, using branding guidelines, in support of a given brand.

Unit level: 5
Credit value: 15

  • BTEC Higher National Diploma (HND) in Art and Design

    The Pearson BTEC Higher National Diploma (HND) in Art and Design is an internationally recognized qualification that prepares students for employment in the design sector in areas such as Web Design, Animation, Marketing, Illustration, Multimedia as well as the business aspects of Corporate and Freelance design.

    Learners will be able to direct their studies to specialize in either Graphic Design, Digital Design or Arts Practice. This programme allows learners to develop a contemporary focus on areas of creative practice relevant to their chosen career path.

    Pearson is the largest International awarding body approved by the UK government; it has the widest range of UK academic and vocational qualifications available to schools, colleges and organizations worldwide; operating in over 110 countries, over two million people study for Pearson qualifications in over 7000 centres annually.

    Graduates will be able to gain direct access to the extended final year of the BA (Hons) in Graphic Design offered by the University of Sunderland.