An effective brand identity communicates how an organisation, product or service wishes to be perceived. An Identity system is essential for both differentiation and authentication and positions the brand in its marketplace. Learn with practical exercises and world-class examples, how to communicate a brand idea through its identity. Delegates will consider how each element of the identity contributes to the brands perception: name, strapline, logo, mascots, colour, typography and aesthetics. This course covers the subject from creative brief through implementation to brand guardianship. This is a creative and inspirational course and delegates will be expected to share their understanding of the subject through interactive workshop exercises.

Who should attend?

Learn how to design and manage a successful brand identity system that supports the brand’s strategy. This course explains how to ensure you have the right brief and understanding of the brand strategy in order to confidently create and implement an effective identity programme. The course is appropriate for graphic designers, design managers, marketing executives, marketing managers, marketing directors, business owners, from start-ups to established enterprises.

Learning outcomes

• What is brand identity?
• What is brand architecture?
• How to write a brand identity brief
• The core elements of a brand identity
• How to make the right choice of brand name
• How a strapline can convey your proposition and brand personality
• What qualities contribute to a powerful logo?
• How mascots use emotion to make the intangible brand tangible
• How colour can influence consumer behaviour
• How typography can convey the personality of the brand
• How to implement a brand identity programme
• How to safeguard your investment

Course Dates

Start Date Duration Location
09 Jun 2022 1d Virtual
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Course Director

Paul Hitchens

Paul Hitchens is the author of ‘Brand Management – In a Week’, ‘Successful Brand Management’ and ‘Create the Perfect Brand’. He is a TEDx Speaker and an award winning creative with over 30 years’ experience in branding, design, advertising, marketing and training. Paul regularly commentates on brand reputation issues and has contributed to the BBC, ITV and Channel5 News.


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