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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Advanced Brand Identity Design

This master-level course transcends static logo design to explore dynamic, fluid, and multi-sensory brand systems. Students will tackle complex branding challenges such as mergers, global rebranding, and motion-based identities. The curriculum emphasizes strategic foresight, equipping students to design living brands that adapt to digital environments, sonic interfaces, and spatial experiences.

§ 01 By the end you can
  1. Design dynamic identity systems (generative, motion-based, and fluid logos)
  2. Conduct comprehensive brand audits and strategic positioning for complex organizations
  3. Integrate multi-sensory branding elements (Sonic Branding, Haptic feedback)
  4. Manage Brand Architecture (Monolithic vs. House of Brands strategies)
  5. Develop future-proof brand guidelines for digital-first ecosystems
§ 02 Sixteen sessions

The whole semester.

  1. 01Evolution of Branding: From Static to Fluid
  2. 02Advanced Brand Strategy & Positioning Models
  3. 03Brand Architecture: Organizing Complex Portfolios
  4. 04The Generative Identity: Coding for Brands
  5. 05Cross-Cultural Branding & Localization
  6. 06Storytelling & Brand Voice Development
  7. 07Data-Driven Design Decisions
  8. 08 · MidtermMidterm Examination
  9. 09Motion Branding & Kinetic Typography
  10. 10Sonic Branding: The Audio Identity
  11. 11UX/UI Branding: Micro-interactions
  12. 12Spatial Branding & Wayfinding Systems
  13. 13Managing Rebrands: Mergers & Acquisitions
  14. 14Brand Guardianship & Implementation
  15. 15Presentation Strategy for C-Suite Clients
  16. 16Final Project: The Corporate Rebrand

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Corporate Rebrand

How it’s judged

Recommended reading
  1. Dynamic Identities: How to Create a Living Brand by Irene van Nes
  2. Designing Brand Identity (5th Edition) by Alina Wheeler
  3. Brand Relevance: Making Competitors Irrelevant by David A. Aaker
  4. Audio Branding: The Hidden Architecture of Business by Laurence Minsky
  5. Kellogg on Branding by Alice M. Tybout
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