After passing the course, the student can:
- analyse the brand identity and define explicit and implicit design characteristics of a brand
- translate the values of a brand into first, second order associations and specific design characteristics according to the literature of semiotics
- develop different design concepts and transform the explicit and implicit design characteristics into a new product
- define the role of graphic language within the realm of products and apply those graphics on an existing model
- evaluate the design results according to the analysing phase
In the course “Graphic Language of Products” students learn to develop a product for a given brand. The first part of the course will focus on analysing the brand according to several theoretical models. In this phase they have to analyse the identity of the brand, analyse the graphics and form language of the brand and specify explicit and implicit design characteristics of the brand. The second part of the course will focus on translating the brand values of a brand into a design of a product (which varies every year) using the literature of semiotics. The brand and the product will make a new connection through the help of graphic language. The course is done by couples (or triples) and during the course the students have to make a representation of their final (graphical) concept on an existing physical model to learn to apply product graphics on a real product and have to make a 3D physical representation of their final concept.