一、课程简介

《品牌设计与策划》是一门面向数字媒体艺术专业的必修实践课程，课程注重培养学生的设计构思、创新与实践能力，使其能够独立完成具有审美价值与深刻意义的品牌设计，同时实现视觉识别手册各组成部分的统一性。课程内容分为多个模块，介绍品牌的基本概念，涵盖CIS（企业形象识别系统）的起源与发展、品牌的作用、特征以及构成要素。这一部分为学生打下坚实的理论基础，使其理解品牌在市场中的重要性。课程将深入探讨数字媒体品牌，分析数字媒体的含义、时代特征以及数字品牌形象的塑造方法，以便学生适应当今快速发展的数字环境。在品牌定位与策划部分，学生将学习品牌定位的概念、要素、过程及策略，确保他们能够准确识别目标市场并设计相应品牌策略。课程还将对品牌策划进行详细讲解，包括策划的基本要素、流程以及实用方法与技巧，增强学生的实战能力。品牌设计作为课程的重要环节，将重点关注CIS设计中的VI设计，涵盖VI设计的概念与构成、功能与原则以及操作流程。学生将掌握标志设计、标准字设计、色彩设计等基础系统设计，以及如何将这些元素应用于办公用品、环境识别、展示、广告、网络媒体等多个领域，提升学生的视觉设计能力。课程的最后部分将探讨品牌推广与维护策略，帮助学生理解品牌推广的形式与特点，以及如何有效应对品牌危机。通过理论与实践的结合，学生将能够灵活运用所学知识，展开创新思维，完成品牌的系统设计与制作。通过系统的理论学习与丰富的实践项目，培养学生的综合品牌设计与开发能力。

"Brand Design and Planning" is a required practical course aimed at the Digital Media Arts major. The course focuses on cultivating students' design thinking, innovation, and practical skills, enabling them to independently create brand designs that possess aesthetic value and profound significance, while also ensuring the coherence of the components within the visual identity manual. The course content is divided into multiple modules that introduce the basic concepts of branding, covering the origins and development of CIS (Corporate Identity System), the functions of brands, their characteristics, and fundamental components. This section lays a solid theoretical foundation for students to understand the importance of brands in the market. Following this, the course will delve into digital media branding, analyzing the meaning of digital media, the characteristics of brands in the digital age, and methods for shaping digital brand images, allowing students to adapt to the rapidly evolving digital environment. In the section on brand positioning and planning, students will learn the concepts, elements, processes, and strategies of brand positioning, ensuring they can accurately identify target markets and design corresponding brand strategies. The course will also provide a detailed explanation of brand planning, including the basic elements, processes, and practical methods and techniques, enhancing students' real-world capabilities. Brand design, as a crucial part of the course, will focus on VI (Visual Identity) design within the CIS framework, covering the concepts, components, functions, principles, and operational processes of VI design. Students will master basic system designs such as logo design, typography, and color design, as well as how to apply these elements to various fields such as office supplies, environmental identification, exhibitions, advertising, and online media, thereby enhancing their visual design skills. The final part of the course will explore brand promotion and maintenance strategies, helping students understand the forms and characteristics of brand promotion, as well as how to effectively handle brand crises. Through the integration of theory and practice, students will be able to flexibly apply the knowledge they have gained, unleash their creative thinking, and complete systematic brand design and production. Through systematic theoretical learning and rich practical projects, this course aims to cultivate students' comprehensive abilities in brand design and development.

二、课程目标

1.价值目标

强化学生的原创精神、设计伦理意识和严谨的专业精神，强调服务意识的重要性。认识到品牌在社会和经济中的关键作用。将所学知识应用于实际，传递正能量，服务于社会。

2.知识目标

能够描述品牌设计的定义、作用、特征及类型，阐述品牌定位与策划的基本理论，包括品牌定位的概念、要素、过程和策略。深入探讨数字媒体品牌的特征及其在现代营销中的作用，掌握数字品牌形象的塑造方法。

3.能力目标

能够综合运用所学知识，独立完成高质量的品牌视觉形象设计，具备精准传达品牌视觉设计的能力。具备将品牌形象应用于办公用品、环境识别、展示、广告及网络媒体等多个领域的能力。

4.综合素养

通过实际案例分析提高设计认知素养。强化设计实践能力、市场调研能力及团队合作能力。通过与同伴的协作与反馈，获得更全面的视角，为未来的职业生涯奠定坚实的基础。