品牌规划与设计课程教学大纲

1、品牌规划与设计教学大纲课程代码174200课程名称品牌规划与设计英文名称Brand Planning and Design课程类别学科基础课课程性质选修学时总学时：32 学分2开课学期第三学期开课单位设计学院适用专业艺术设计各专业授课语言中文先修课程毕业要求（专业培养能力）学生达到如下毕业要求有如下贡献：1、3、101.设计知识：掌握扎实的基础知识和专业技能，能够将艺术与设计的专业知识和理论用于解决复杂的设计实践问题。3.设计/开发解决方案：能够针对环境设计复杂问题提出解决方案，设计满足特定需求的各类空间系统、公共设施、艺术装置，并能够在设计环节中体现创新意识，考虑经济、文化、环保、安全、技术

2、、美观等因素。10.沟通：能够就复杂环境设计问题与业界同行及社会公众进行有效沟通和交流，包括制作设计文本、撰写设计和创作说明、陈述发言、清晰表达或回应指令。并具备一定的国际视野，能够在跨文化背景下进行沟通和交流。课程培养学生的能力（教学目标）完成课程后，学生将具备以下能力：（1）课程通过教师讲授、辅导、鉴赏、讨论及学生自学等多种教学手段和实践课题作业等多种形式的训练，进一步培养学生具有品牌规划能力。1（2）决定设计策略能力；建立品牌设计理念；掌握品牌设计方法；监督与控制设计专案进度能力。3（3）评估设计作品等能力。10课程简介本课程是艺术设计专业的选修课程。课程将品牌的规划理念纳入品牌设计程序

3、，品牌的核心在于其与目标消费者的精神层面的沟通。如何根据目标消费者的心理需求、审美感觉、文化品位以及产品本身的特征属性等综合因素，设计出具有独特风格同时又让目标消费者在心理产生共鸣的品牌形象，是本课程需要解决的主要内容。教学内容与学时分配1. 设计方法归纳1) 教学内容与提要：（5学时）关于不同类型的品牌设计品牌设计的理念有关商业品牌设计设计与品牌品牌的艺术特征2) 基本要求：（5学时）团队工作模式思维导图与脑力激荡法设计师的问题意识2. 设计行动与实验1) 教学内容与要求（5学时）推理品牌创意案例：SONY真正的刺激与需要案例：KISS彩茶案例：援助非洲演唱会品牌分类分析品牌风格把握临摹2)

4、 基本要求：（5学时）思维导图与脑力激荡法3. 评估你的作品1) 教学内容与要求（5学时）为什么我们还要那么麻烦去做评估?评估标准和要求评估的几种手法调查问卷范例分析问卷结果(图表分析)2) 基本要求：（3学时）设计师的问题意识作品表现逐一分析3) 作业要求：（4学时）指定品牌规划与设计 作品评估与调查问卷分析问卷结果(图表分析)实验教学（包括上机学时、实验学时、实践学时）无教学方法课程教学以课堂教学、课外作业、综合讨论等共同实施。考核方式学生习作的最终整体效果为课程考核的对象。由教研室组织评分（原则上不少于三个评分教师），以任课教师为主，教研室审定最终结果。根据大纲的要求评定成绩，其中考勤成

5、绩占20%，平时成绩占30%,期末成绩占50%。教材及参考书1 马浚诚著，品牌设计与解决方法，湖北美术出版社，20082 保罗斯图柏特 英著，品牌的力量，中信出版社，2001制定人及制定时间“Brand Planning and Design” SyllabusCourse CodeCourse TitleBrand Planning and DesignCourse CategoryDisciplinary Basic CourseCourse NatureElective CourseClass Hours32Credits2Semester3rd SemesterInstituteSch

6、ool of DesignProgram OrientedAll specialties of Art and DesignTeaching LanguageChinesePrerequisitesStudent Outcomes (Special Training Ability)1. Design Knowledge: Students should master sound basic knowledge and professional skills and can apply what they have learn about art and design to solving c

7、omplicated problems in practice. 3. Design/Develop Solution: Students can propose solutions to complicated problems in environmental design. The solutions they design should with various space system, public facilities and art decorations, and demonstrate innovative idea, consider factors including

8、economy, culture, environmental protection, safety, technology and appearance, etc. Students can understand and assess influences of practices for complicated problems in environmental design and public art on environment and sustainable social development. 10. Communication: Students can communicat

9、e with peers and public about complicated environmental design problems, including preparing design documents, writing design instructions, delivering statements, articulating or responding orders, and has international view to communicate in international culture background.Teaching ObjectivesThe c

10、ourse conducted by multiple teaching approaches to complete via teaching, tutorial, appreciation, discussion and self-study as well as practice with assignment for further cultivating students ability in brand planning, design strategy decision and concept of brand and design method; design of proje

11、ct supervision, control and evaluation.Course DescriptionThis course is an optional course of art and design professional curriculum. The concept of brand planning will be putted into the course with the core which lies in its communication between brand and target consumers in mental level. Accordi

12、ng to the goal of consumers psychological needs, aesthetic feeling, and attribute comprehensive factors, such as cultural taste, to create brand image with unique style and satisfy the target consumer psychological resonance.Teaching Content and Class Hours DistributionA. Design method induction1.Te

13、aching content and abstract: (5 hours)Different types of brand designBrand design conceptCommercial brand designDesign and brandingArtistic features of brand2.Basic requirements: (5 hours)Team work modelMind mapping and brainstormingIssue consciousness of designer B. Design action and experiment1. T

14、eaching content and requirements (5 hours)Reasoning brand ideasCase study: SONYs real stimulus and needCase: KISS color teaExample: Aiding to the African concertBrand classification analysisBrand styleReproductionBasic requirements: (5 hours)Mind mapping and brainstormingC. Evaluation of your work1.

15、Teaching content and requirements (5 hours)Why do we have to be so much trouble to do the assessment?Assessment criteria and requirementsMain methods of assessmentSurvey questionnaireAnalysis of questionnaire results (Chart Analysis)2.Basic requirements: (3 hours)Designer problem awarenessAnalysis o

16、f the performance of works3.Job requirements: (4 hours)Brand planning and designEvaluation and questionnaire surveyAnalysis of questionnaire results (Chart Analysis)Experimental TeachingNoneTeaching MethodClassroom teaching Home works Comprehensive discussionExamination MethodThe overall effect of student works is as the final course assessment object by faculty member of department (more than three teachers), and the final results will be approved by department.Assessment results will be conducted based on syllabus requirements i.e.: attendance record