TG1BP: Brand and Persuasion 1

Module code: TG1BP

Module provider: Typography; School of Arts and Comm Design

Credits: 20

Level: 4

When you’ll be taught: Semester 2

Module convenor: Ms Sara Chapman , email: s.k.chapman@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2025/6

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 29 April 2025

Overview

Module aims and purpose

Branding is the practice of creating a unique way of presenting a business, person, institution or movement. It often involves logos, but extends far beyond – into a visual and verbal identity. Branding is one of the methods designers use to influence or persuade an audience, or to convey a sense of value in a product or service. This module introduces some of the techniques, principles and methods that designers can employ to create and manage visual identities. The aim is to stress that successful branding involves both creativity (for ideation and originality) and discipline (for consistent application). Teaching draws on aspects of history and theory, as well as current practice. Assessments are both practical and essay-based. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Challenge the obvious: Create, explore and analyse alternative solutions to solve design problems through a wide range of graphic styles, platforms and formats.
2. Evidence design decisions: Explain and justify design concepts and proposals through a range of written, oral and graphic media.
3. Identify and analyse graphic artefacts: Interrogate and assess visual communication in its cultural, technical, and historical environments and context.

Module content

The module integrates design practice, history, theory, and technology to look at the origins of branding and persuasive visual communication and understand contemporary contexts of use. We will set you one or more practical briefs on a relevant topic (such as designing a logo, visual identity or set of posters) and ask you to to create professional design outcomes, supported by evidence of your working process, and some reflection on your approach. We will also ask you to write an essay on the history of the subject. 

Structure

Teaching and learning methods

The module will be delivered through a series of weekly feedback classes with tutors and supervised work in the studio, supported with lectures, seminars, and workshops. You will receive regular formative feedback in whole cohort, small group or one-to-one discussions, in which you will be expected to present and defend your work and comment on the work of peers. 

Study hours

At least 54 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.