CQUniversity Unit Profile
DGTL12006 Visual Communication Design
Visual Communication Design
All details in this unit profile for DGTL12006 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

This unit builds on the foundation provided by Visual Design Fundamentals, to further develop your skills and knowledge in visual communication design. Using industry-standard software tools such as Adobe Illustrator and Adobe Photoshop, you will learn how to produce visual design solutions that communicate effectively with a target audience. Through the exploration of design theories and their application, you will learn how to employ appropriate design methods and formats for different communication problems.

Details

Career Level: Undergraduate
Unit Level: Level 2
Credit Points: 6
Student Contribution Band: 8
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

Prerequisite: MMST11003 Visual Design Fundamentals Students who have completed DGTL11004 Digital Design and Communication may not enrol in this unit.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 2 - 2021

Brisbane
Bundaberg
Cairns
Mackay
Online
Rockhampton

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Practical Assessment
Weighting: 50%
2. Practical Assessment
Weighting: 50%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Previous Student Feedback

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Teaching staff Feedback to students Student feedback

Feedback

Students skill levels in typography need to be improved to ensure it matches their skills in image-making

Recommendation

Enhance typography exercises within portfolios to ensure stronger scaffolding of skills.

Feedback from Teaching staff Student feedback

Feedback

Issues with submitting assessment in Portfolium

Recommendation

Comprehensive feedback and evaluation has been provided to the Portfolium team, which includes suggested enhancements and discovered issues. A review of how the unit can continue to benefit from utilising Portfolium while minimising submission complexities will be undertaken.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. apply principles and processes of visual communication design in digital environments
  2. create visual designs in various formats using industry-standard software tools
  3. produce design solutions that communicate effectively with a target audience
  4. employ appropriate visual design methods and formats for different applications.

Not applicable

Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Practical Assessment - 50%
2 - Practical Assessment - 50%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
9 - Social Innovation

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Practical Assessment - 50%
2 - Practical Assessment - 50%
Textbooks and Resources

Textbooks

Prescribed

DESIGN ELEMENTS, USING IMAGES TO CREATE GRAPHIC IMPACT: A GRAPHIC STYLE MANUAL FOR EFFECTIVE IMAGE SOLUTIONS IN GRAPHIC DESIGN 1 (2013)

Authors: Aaris Sherin
Rockport Publishers
Beverly Beverly , MA , USA
ISBN: 9781592538072
Binding: eBook
Prescribed

Smashing Logo Design: The Art of Creating Visual Identities (2011)

Authors: Gareth Hardy
Wiley
ISBN: 9781119993322
Binding: eBook
Supplementary

Photoshop Tricks for Designers: How to Create Bada$$ Effects in Photoshop (2016)

Authors: Corey Barker
Peachpit Press
ISBN: 978-0-134-38657-7
Binding: eBook

Additional Textbook Information

Free electronic versions of these textbooks will be made available to students through the unit eReading List.

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Adobe Acrobat Pro (Adobe Creative Cloud student subscription recommended)
  • Adobe Illustrator (Adobe Creative Cloud student subscription recommended)
  • Adobe Photoshop (Adobe Creative Cloud student subscription recommended)
  • Firefox
  • Google Chrome
  • Micorsoft Office or equivalent (wordprocessing) software for preparation of assessment items in the appropriate format
  • Adobe Dimension (Adobe Creative Cloud student subscription recommended)
  • Adobe Creative Cloud subscription (student price) is recommended as it provides access to all required Adobe products, including Typekit (Adobe Fonts).
  • Microsoft Teams
  • Portfolium
Referencing Style

All submissions for this unit must use the referencing style: Harvard (author-date)

For further information, see the Assessment Tasks.

Teaching Contacts
Michelle Roberts Unit Coordinator
m.roberts@cqu.edu.au
Schedule
Week 1 Begin Date: 12 Jul 2021

Module/Topic

Brand Identity: The Power of Logos

Chapter

Smashing Logo Design: The Art of Creating Visual Identities
  • Part I:The power of Logos
  • Chapter 1: The Logo
  • Chapter 2: Types of Logos
  • Chapter 3: The Key to Success

Events and Submissions/Topic


Week 2 Begin Date: 19 Jul 2021

Module/Topic

Brand Identity: The Design Brief

Chapter

Smashing Logo Design: The Art of Creating Visual Identities

  • Chapter 4: Communicating with your Client: The Design Brief
  • Chapter 5: Conducting Preliminary Research

Events and Submissions/Topic

Week 3 Begin Date: 26 Jul 2021

Module/Topic

Brand Identity: Conceptualising

Chapter

Smashing Logo Design: The Art of Creating Visual Identities

  • Chapter 6: Conceptualising a Logo
  • Chapter 7: Getting your ideas on screen

Events and Submissions/Topic


Week 4 Begin Date: 02 Aug 2021

Module/Topic

Brand Identity: Typography and Layout

Chapter

Smashing Logo Design: The Art of Creating Visual Identities

  • Chapter 8: Turning to Typography
  • Chapter 9: Playing with Layout

Events and Submissions/Topic


Week 5 Begin Date: 09 Aug 2021

Module/Topic

Brand Identity: Pitching and Presentation

Chapter

Smashing Logo Design: The Art of Creating Visual Identities

  • Chapter 10: Considering Colour
  • Chapter 11: Presenting Your Designs to Your Client

Events and Submissions/Topic

Vacation Week Begin Date: 16 Aug 2021

Module/Topic


Chapter


Events and Submissions/Topic

Week 6 Begin Date: 23 Aug 2021

Module/Topic

Brand Identity: Creating guidelines

Chapter

Smashing Logo Design: The Art of Creating Visual Identities

  • Chapter 13: Setting Logo Usage Guidelines

Events and Submissions/Topic


Week 7 Begin Date: 30 Aug 2021

Module/Topic

Visual Communication:  Composition

Chapter

Design Elements: Using Images to Create Graphic Impact

  • Chapter 1: Image Formats and Use
  • Chapter 2: Communicating with Imagery

Events and Submissions/Topic

Logo and Brand Identity Design Due: Week 7 Monday (30 Aug 2021) 11:45 pm AEST
Week 8 Begin Date: 06 Sep 2021

Module/Topic

Visual Communication: Visual Content

Chapter

Design Elements: Using Images to Create Graphic Impact

  • Chapter 3: Sourcing and Regulation

Events and Submissions/Topic


Week 9 Begin Date: 13 Sep 2021

Module/Topic

Visual Communication: Ideation 

Chapter

Design Elements: Using Images to Create Graphic Impact

  • Chapter 4: The Power of Imagery


Events and Submissions/Topic

Week 10 Begin Date: 20 Sep 2021

Module/Topic

Visual Communication: Personalising typography

Chapter

Design Elements: Using Images to Create Graphic Impact

  • Chapter 5: Image in Context

Events and Submissions/Topic


Week 11 Begin Date: 27 Sep 2021

Module/Topic

Visual Communication: Pitching and Presentation

Chapter

Design Elements: Using Images to Create Graphic Impact

  • Review

Events and Submissions/Topic


Week 12 Begin Date: 04 Oct 2021

Module/Topic

Visual Communication: Review and Reflection

Chapter

Events and Submissions/Topic


Review/Exam Week Begin Date: 11 Oct 2021

Module/Topic

Chapter

Events and Submissions/Topic

Poster Design Due: Review/Exam Week Monday (11 Oct 2021) 11:45 pm AEST
Exam Week Begin Date: 18 Oct 2021

Module/Topic

Chapter

Events and Submissions/Topic

Term Specific Information

You must have access to the following resources for this unit of study.

UNIT WEBSITE

The unit website provides essential resources for the unit such as a Study Guide and an online discussion forum. It can be accessed at moodle.cqu.edu.au

STUDY GUIDE

The online Study Guide will direct you to all of the essential readings, videos, discussion questions and exercises for each module of the unit. The Study Guide is available in Adobe Portable Document Format (PDF) from the unit website.

DISCUSSION FORUM via TEAMS

An online discussion forum will be provided through the unit website for discussing matters that relate to the unit. The discussion forum is the primary means of support for online students who want assistance with tutorial exercises and assignments. This discussion forum will be hosted in Microsoft Teams

WORD PROCESSOR

You will need a word processor such as Microsoft Word for writing parts of your assignments.

ADOBE ACROBAT READER

You will need Adobe Acrobat Reader, which is a free program that lets you view, navigate and print PDF documents like the DGTL12006 Study Guide. Adobe Acrobat Reader can be downloaded from the Adobe website at www.adobe.com

ADOBE ILLUSTRATOR

You will need Adobe Illustrator CC, which is a popular software application for creating vector-based graphics. Illustrator CC is available in the on-campus digital media labs. It can also be purchased at a discounted education price as part of an Adobe Creative Cloud subscription from the Adobe website at www.adobe.com.au. A free 7-day trial version can be downloaded from https://www.adobe.com/au/downloads.html

ADOBE PHOTOSHOP

You will need Adobe Photoshop CC, which is a popular software application for image editing. Photoshop CC is available in the on-campus digital media labs. It can also be purchased at a discounted education price as part of an Adobe Creative Cloud subscription from the Adobe website at www.adobe.com.au. A free 7-day trial version can be downloaded from https://www.adobe.com/au/downloads.html

ADOBE DIMENSION (optional)

You may need Adobe Dimension, which is a new software application for creating product mockups, brand visualisations, packaging designs and more with easy 3D tools. Adobe Dimension is available in the on-campus digital media labs. It can also be purchased at a discounted education price as part of an Adobe Creative Cloud subscription from the Adobe website at www.adobe.com.au. A free 7-day trial version of Photoshop can be downloaded from https://www.adobe.com/au/downloads.html. Adobe Photoshop may be used to also create mockups if Adobe Dimension is not available.

ADOBE CREATIVE CLOUD

It is recommended that you purchase an Adobe Creative Cloud subscription (student subscription) which will provide you with access to all the Adobe software applications listed above, as well as access to Adobe Typekit (Adobe Fonts), Bridge and other Adobe software.

SAFARI O'REILLY

As a student you will be required to log into Safari O'Reilly with your CQUni student login to access free online resources, such as the Smashing Logo Design: The Art of Creating Visual Identities textbook, and Photoshop CC Masterclass video tutorials, as well as access to a large library for research purposes. There are links provided to these resources via the eReading List for the unit.

PORTFOLIUM

Students will complete each item and submit it through Portfolium. Links to this will be available on the unit website. Video tutorials have been created to demonstrate how to do this – they will also be available from the unit website.  Please note that Portfolium works best in Google Chrome or Firefox.

Assessment Tasks

1 Practical Assessment

Assessment Title
Logo and Brand Identity Design

Task Description

This assignment requires you to submit

  1. a digital sketchbook that includes weekly design tasks
  2. a logo and brand identity for a fictional business
  3. a report that explains the logo and brand identity development and iteration.

Please refer to the unit web site for the assignment details.


Assessment Due Date

Week 7 Monday (30 Aug 2021) 11:45 pm AEST


Return Date to Students

2 weeks after submission


Weighting
50%

Assessment Criteria

Please refer to the unit website for the detailed assessment criteria.  The assessment weighting is as follows:

  1. a digital sketchbook that includes weekly design tasks (15 marks)
  2. a logo and brand identity for a fictional business (15 marks)
  3. a report that explains the logo and brand identity development and iteration (20 marks)


Referencing Style

Submission
Online

Submission Instructions
Please refer to the unit website for assignment submission instructions.

Learning Outcomes Assessed
  • apply principles and processes of visual communication design in digital environments
  • create visual designs in various formats using industry-standard software tools
  • produce design solutions that communicate effectively with a target audience
  • employ appropriate visual design methods and formats for different applications.


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Cross Cultural Competence

2 Practical Assessment

Assessment Title
Poster Design

Task Description

This assignment requires you to submit

  1. digital sketchbook that includes weekly design tasks
  2. poster design that promotes studying Digital Media at CQUniversity
  3. report that explains the poster development and iteration.

Please refer to the unit web site for the assignment details.


Assessment Due Date

Review/Exam Week Monday (11 Oct 2021) 11:45 pm AEST


Return Date to Students

2 weeks after submission


Weighting
50%

Assessment Criteria

Please refer to the unit web site for assignment submission instructions. This assessment weighting is as follows:

  1. a digital sketchbook that includes weekly design tasks (15 marks)
  2. a poster design that promotes studying Digital Media at CQUniversity (20 marks)
  3. a report that explains the poster development and iteration (15 marks).


Referencing Style

Submission
Online

Submission Instructions
Please refer to the unit web site for assignment submission instructions.

Learning Outcomes Assessed
  • apply principles and processes of visual communication design in digital environments
  • create visual designs in various formats using industry-standard software tools
  • produce design solutions that communicate effectively with a target audience
  • employ appropriate visual design methods and formats for different applications.


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Information Technology Competence
  • Cross Cultural Competence

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.

What can you do to act with integrity?