
Postgraduate in Brand Design
Barcelona, Spain
DURATION
1 Years
LANGUAGES
Spanish
PACE
Full time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Oct 2025
TUITION FEES
EUR 5,200
STUDY FORMAT
On-Campus
Introduction
The Postgraduate Course in Brand Design offers theoretical and practical training so that future brand designers can acquire a holistic view of branding and specialize in the conceptualization, creation and design of brands online and offline. Branding not only encompasses the visual aspect but also thinking, research, and the ability to synthesize and conceptualize.
The program combines strategy and research, creative thinking, presentation techniques, visual experimentation and graphic design with five practical workshops, in which all the acquired knowledge will be applied and the use of typography, lettering, colour, images, movement, UX and UI will be explored in depth.
The student will learn to apply creative tools and techniques that will enable him/her to optimally integrate into multidisciplinary work teams. In the final part of the postgraduate course, the student will develop a Final Project in which he/she will create a new global brand that connects with the needs and concerns of the new generations.
This training is aimed at graduates, CFGS in: visual arts, graphic design, industrial design, marketing and advertising and professionals in the sector without specific qualifications who can prove professional experience and who want to be key agents in the creation of the brands of the future.
Admissions
Curriculum
Module 1 - Branding immersion
In this first module, students will gain a holistic view of what brand design is, the areas it involves, and the key aspects of its creation and management from a design and strategy perspective. Before starting to design, they will learn to understand what the discipline of branding means and to know how to observe the user and the context.
- Brands, companies and the business of brand design.
- Understanding the company and the brand: Company typologies. Stakeholder map. Strategy and objectives. Brand typologies, positioning, brand history, brand audit.
- Observe the user and the context: Empathy map and user persona. Journey map and insights. Consumer trends. Competitor benchmarks and references. Market and cross-category trends.
- Creative process of brand design.
- Ethical, conscious and responsible brand. Role of the designer.
Module 2 - Brand Strategy
In this module, the student will learn in a theoretical and practical way to understand the purpose of a brand, to work on the DNA and the brand idea and to be able to extend it to a brand manifesto. In addition, the student will learn the different types of brand architecture.
- Brand DNA: mission, vision, values, brand purpose, attributes and personality, brand archetypes.
- Brand idea: a methodology for creating the brand idea, creativity workshop for the ideation of creative territories, tools for conceptualization and the brand manifesto.
- Brand architecture: typologies of brand architecture and scenario creation.
Module 3 - Creative tools and techniques for brand design
Through theoretical and practical sessions on the different key creative tools involved in building branding, students will learn to visualise brand DNA, conceptualise a brand from the briefing and learn the methodology and process of creating brand naming. In addition, they will be immersed in lettering designed specifically for brand design.
- Brand DNA Visualization: Tools for Visualizing a Brand’s Intangibles
- Conceptualization and visual creativity: how to create powerful visual concepts. Narrative strategies. Image synthesis. Expressive resources.
- Lettering: how to work with lettering in brand design. Shapes, construction and composition.
- Naming: the name, the verbal identity of the brand. Naming briefing. Creative strategy, process and naming creation techniques. Naming selection.
- Graphic production: Graphic production process. Printing techniques. Preparation of final artwork for printing. Models.
- Materials and finishes: types of substrates and finishes, determining factors for printing systems.
Module 4: Tools and techniques for effective presentations
Through theoretical and practical sessions, students will delve into specific aspects of public presentations, taking into account objectives, scripts, storytelling and staging. In addition, students will pragmatically cover how to plan presentation materials and a branding budget, taking into account all phases of the design process.
- Presentations of a branding project: objectives, script, storytelling and staging.
- Personal branding: credentials of the brand designer.
Module 5 - Brand Identity Visual System and Art Direction
In this module, students will delve into each of the visual elements – brand, typography, colour, images, illustration, icons, movement, UX and UI – that are involved in creating the brand system. A creative and effective art direction will be able to visualize the DNA and the brand idea powerfully and uniquely.
- Brand: logo, imagotype, isotype (symbol), isologo. Variants.
- Art direction.
- Visual style.
- Typography.
- Color.
- Images.
- Illustration.
- Icons.
- Motion.
- UX, UI.
Module 6 - Brand Experience
In this training block, the student will learn to plan, extend and standardize the design of a visual brand system at the different points of contact with people: brand communication in media and digital media, websites, apps, events, spaces, staff, products, services, packaging, etc.
Subjects explored in specialized workshops:
- Evaluating brand touchpoints.
- Brand extension development and planning.
- Brand extension design across all touchpoints.
- Creation and implementation of the brand manual.
Module 7 - Practical workshops
There will be 5 specific workshops from the briefing to the creative solution in 5 different areas. Each of the workshops will take as a starting point a different sector in which to develop the project. During the workshops, the student will understand different competitive environments and will be able to apply the methodologies, tools and knowledge acquired during the postgraduate course to consolidate them practically and experimentally.
Focus areas that are developed in the specific workshops:
- Large company brand – brand redesign.
- Small business brand.
- Brand for innovation – digital product.
- Brand with lettering.
- Brand in motion, social brand – TFP
Final Graduate Project
Finally, each student will develop a Final Postgraduate Project that will delve into the strategy, conceptualization and design of an innovative brand to create a positive impact on society. The methodology and creative process taught during the Postgraduate in Brand Design will be followed and will be defended before a panel. The student, together with the tutor, will choose the starting point of the project that will be developed later.
- TFP structure.
- Group and individual follow-up tutoring.
Program Tuition Fee
Career Opportunities
This postgraduate course aims to train students for a job market in which understanding brand creation from a broad perspective is essential. Brands are not static; we need designers who know how to listen, look, iterate, test and create a brand in constant evolution.
- Branding agencies.
- Companies that manage brands and products and/or have internalized their design, whether they are manufacturing or distribution companies.
- Innovation and digital transformation companies.
- Digital marketing, web design and app agencies.
- Studies with creative teams.
- Communication agencies.