Postgraduate Degree in Brand Design

The Postgraduate Degree in Brand Design offers applied training so that future brand designers can acquire a holistic view of branding and specialise in the conceptualisation, creation and design of online and offline brands.

The programme combines strategy and research, creative thinking, presentation techniques, visual experimentation and graphic design through different content modules and five practical workshops.

Students will learn to apply creative tools and techniques for optimal integration into multidisciplinary work teams. In the final part of the postgraduate programme, students will develop a final project in which they will create a new global brand that connects with the needs and concerns of new generations.

This programme is aimed at people with previous studies in fine arts, graphic design, industrial design, marketing and advertising, as well as professionals in the sector who want to be key players in the creation of the brands of the future.

Module 1 – Immersion in branding

In this first module, students will gain a holistic view of brand design, the areas it involves and the key aspects of its creation and management from a design and strategy perspective.

• Brands, companies and the brand design business; the role of social brand design.
• Understanding the company and the brand: types of companies, stakeholder map, strategy and objectives, types of brands, positioning, brand history, brand audit.
• Observing the user and the context: empathy map and user persona, journey map and insights, consumer trends, benchmarking of competitors and references, market trends and cross-category trends.
• The creative process of brand design.
• Ethical, conscious and responsible branding. Role of the design professional.
• Application of AI in strategic research for detecting trends and creative opportunities.

Module 2 – Brand strategy

In this module, students will learn in a theoretical and practical way to understand the purpose of a brand, work on its DNA and brand idea, and extend this to a brand manifesto. They will also look at the different types of brand architecture.

• Brand DNA: mission, vision, values, purpose, attributes and personality, archetypes.
• Brand idea: methodology for its creation, creativity workshop and creative territories, conceptualisation tools and brand manifesto.
• Brand architecture: types and creation of scenarios.
• Use of AI tools to enhance innovation and creativity in the conceptualisation of the brand idea.

Module 3 – Creative tools and techniques for brand design

This module focuses on visualising brand DNA, conceptualising a brand from the briefing and learning about the methodology and process of brand naming. It also delves into lettering specifically created for brand design.

• Visualisation of brand DNA.
• Conceptualisation and visual creativity.
• Lettering.
• Naming.
• Graphic production.
• Materials and finishes.
• Exploration of key visuals using AI.

Module 4 – Tools and techniques for effective presentation

This fourth module delves into the specific knowledge and techniques needed to prepare public presentations and work on personal branding.

• Presentation of a branding project.
• Personal branding.

Module 5 – Visual brand identity system and art direction

This block delves into each of the visual elements—brand, typography, colour, images, illustration, icons, movement, UX, and UI—involved in creating a brand system.

• Brand: logo, symbol, isotype, isolog.
• Art direction.
• Visual style.
• Typography.
• Colour.
• Images.
• lllustration.
• Icons.
• Motion.
• Introduction to UX, UI.
• Use of generative AI tools.

Module 6 – Brand experience

In the sixth module, you will learn how to plan, extend and standardise the design of a visual brand system across different points of contact with people and stakeholders.

• Evaluation of points of contact.
• Development and planning of brand extension.
• Design at different points of contact.
• Creation and application of the brand manual.
• Exploration of immersive experiences.

Module 7 – Practical workshops

Five specific workshops to understand different competitive environments and apply the methodologies, tools and knowledge acquired to consolidate them in a practical and experimental way.

• Large company brand – redesign.
• Small business brand.
• Brand for innovation – digital product.
• Brand with lettering.
• Brand in motion, social brand – FPP.

Module 8 – Final Postgraduate Project

Each student will develop a Final Postgraduate Project (FPP) that will delve into the strategy, conceptualisation and design of an innovative brand with the aim of creating a positive impact on society. They will follow the methodology and creative process taught during the programme and defend it before a panel.

• FPP structure.
• Group and individual follow-up tutorials.