課程資訊
課程名稱
視覺識別設計
Visual Identity Design 
開課學期
109-1 
授課對象
 
授課教師
林柏涵 
課號
Thea1115 
課程識別碼
109 15100 
班次
 
學分
2.0 
全/半年
半年 
必/選修
選修 
上課時間
星期一8,9(15:30~17:20) 
上課地點
新203 
備註
兼為藝術設計學程課程。學程學生優先選課。兼通識A1*。。A1*:文學與藝術領域。可充抵通識
總人數上限:50人 
 
課程簡介影片
 
核心能力關聯
核心能力與課程規劃關聯圖
課程大綱
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課程概述

Visual Identity Design
_ Principles and Practices for Visual Usability & Communication
{ Communication design + Experience design + Branding }
視覺識別的建構是一連串說服與證明的過程。而「說服與證明」來自訊息接受者「日常生活與感官經驗」上的感動、體會與觀察,若無「日常生活與感官經驗」的「共相」,「設計」是無法達到有效的溝通與認同。年輕的創意可貴在勇於嘗試與生命力,而創意非設計的唯一,若無具體地設計與執行,是無法證明創意的價值。
藉由經驗設計(Experience Design)、溝通設計(Communication Design)與品牌設計(Branding)的概念讓學員了解編排設計的表現形式與訊息內容之間的關係,同時練習在表現形式、目的性與功能用途間進行整合和平衡的工作。藉此了解傳播理論、視覺傳達、清楚編排原則、認識你的預設觀眾、以及掌握溝通視覺傳播的目的,並創造出知覺性的主觀視覺效果與有效的訊息傳遞、認知和識別。
If you think …

1. 軟體教學
2. Just listen & look! 不希望嘗試與體驗創作
3. 對設計、創意的價值與目的無認知者 …

Please don’t take it. 

課程目標
“Visual communication of any kind, whether persuasive or informative…should be seen as the embodiment of form and function: the integration of the beautiful and the useful.”

1. Context is everything.
Context+ Concept+ Collaboration = Communication
2. “Design is a language. Like other languages it has a vocabulary, grammar, syntax, rhetoric.”
_Just because something is legible doesn’t mean that it communicates; it could be communicating the wrong thing.
3. Understanding user expectations is part of defining Identity conventions
_Creating rules and a rationale for how your project’s visual language will work.

Principles and Practices for Designing
Effective Visual Communication

Visual Usability Principle
1. “Consistency”
2. “Hierarchy”
3. “Personality”

Visual Usability Tools
Tool 1. Layout/ Editorial Design
Tool 2. Type
Tool 3. Color
Tool 4. Imagery 
課程要求
 
Office Hours
另約時間 
參考書目
【簡單的法則】,John Maeda 著,黃秀媛 譯,天下文化,ISBN: 978-986-417-879-7 
指定閱讀
【Visual Usability】,Tania Schlatter& Deborah A. Levinson 著,Morgan Kaufmann,ISBN: 978-0123985361 
評量方式
(僅供參考)
 
No.
項目
百分比
說明
1. 
期中作業 
30% 
 
2. 
期末作業 
40% 
 
3. 
課程參與 
30% 
課後習作發表 
4. 
期中作業 
30% 
 
5. 
期末作業 
40% 
 
6. 
課程參與 
30% 
課後習作發表 
7. 
期中作業 
30% 
 
8. 
期末作業 
40% 
 
9. 
課程參與 
30% 
課後習作發表 
 
課程進度
週次
日期
單元主題
第1週
9/14  “We see things not as they are, but as we are.” “Great design is serious, not solemn” 
第1週
9/14  “We see things not as they are, but as we are.” “Great design is serious, not solemn” 
第1週
9/14  “We see things not as they are, but as we are.” “Great design is serious, not solemn” 
第2週
9/21  [Communication Design] Framework Context is everything. Context+ Concept+ Collaboration = Communication 
第2週
9/21  [Communication Design] Framework Context is everything. Context+ Concept+ Collaboration = Communication 
第2週
9/21  [Communication Design] Framework Context is everything. Context+ Concept+ Collaboration = Communication 
第3週
9/28  [Identity Design] Meaningful Messages“What ‘Brand’ Really Means” - What we learned from the Starbucks, Pinterest, and Mailchimp logo designs 
第3週
9/28  [Identity Design] Meaningful Messages“What ‘Brand’ Really Means” - What we learned from the Starbucks, Pinterest, and Mailchimp logo designs 
第3週
9/28  [Identity Design] Meaningful Messages“What ‘Brand’ Really Means” - What we learned from the Starbucks, Pinterest, and Mailchimp logo designs 
第4週
10/05  [Identity Design] How founders interacted with designers to portray values, a mission, and a strategic direction—all using design. Effective Visual Communication PRINCIPLE1. “Consistency_01” • VIS & Branding 
第4週
10/05  [Identity Design] How founders interacted with designers to portray values, a mission, and a strategic direction—all using design. Effective Visual Communication PRINCIPLE1. “Consistency_01” • VIS & Branding 
第4週
10/05  [Identity Design] How founders interacted with designers to portray values, a mission, and a strategic direction—all using design. Effective Visual Communication PRINCIPLE1. “Consistency_01” • VIS & Branding 
第5週
10/12  [Communication Design] Like spoken language, visual language needs to define conventions and use them consistently to be understandable. Effective Visual Communication PRINCIPLE 1. “Consistency_02”- Layout/ Editorial Design 
第5週
10/12  [Communication Design] Like spoken language, visual language needs to define conventions and use them consistently to be understandable. Effective Visual Communication PRINCIPLE 1. “Consistency_02”- Layout/ Editorial Design 
第5週
10/12  [Communication Design] Like spoken language, visual language needs to define conventions and use them consistently to be understandable. Effective Visual Communication PRINCIPLE 1. “Consistency_02”- Layout/ Editorial Design 
第6週
10/19  [Communication Design] Using Images Worth a Thousand Words Effective Visual Communication PRINCIPLE 1. “Consistency_03” • Color-Imagery -Pictorial Consideration 
第6週
10/19  [Communication Design] Using Images Worth a Thousand Words Effective Visual Communication PRINCIPLE 1. “Consistency_03” • Color-Imagery -Pictorial Consideration 
第6週
10/19  [Communication Design] Using Images Worth a Thousand Words Effective Visual Communication PRINCIPLE 1. “Consistency_03” • Color-Imagery -Pictorial Consideration 
第7週
10/26  [Communication Design] Choose your primary typeface wisely and select a secondary font to complement it. Effective Visual Communication PRINCIPLE 2. “Hierarchy_01” • Typographic- Layout/ Editorial Design 
第7週
10/26  [Communication Design] Choose your primary typeface wisely and select a secondary font to complement it. Effective Visual Communication PRINCIPLE 2. “Hierarchy_01” • Typographic- Layout/ Editorial Design 
第7週
10/26  [Communication Design] Choose your primary typeface wisely and select a secondary font to complement it. Effective Visual Communication PRINCIPLE 2. “Hierarchy_01” • Typographic- Layout/ Editorial Design 
第8週
11/02  Trouble Shooting 
第8週
11/02  Trouble Shooting 
第8週
11/02  Trouble Shooting 
第9週
11/09  Mid-Term Project[Grade] 
第9週
11/09  Mid-Term Project[Grade] 
第9週
11/09  Mid-Term Project[Grade] 
第10週
11/16  [Communication Design] “Hierarchical organization is the simplest structure for visualizing and understanding complexity.” Effective Visual Communication PRINCIPLE 2. “Hierarchy_02” • Typographic • Color 
第10週
11/16  [Communication Design] “Hierarchical organization is the simplest structure for visualizing and understanding complexity.” Effective Visual Communication PRINCIPLE 2. “Hierarchy_02” • Typographic • Color 
第10週
11/16  [Communication Design] “Hierarchical organization is the simplest structure for visualizing and understanding complexity.” Effective Visual Communication PRINCIPLE 2. “Hierarchy_02” • Typographic • Color 
第11週
11/23  [Communication Design] “ If you want to make something easy to find, make it different from its surroundings…” Effective Visual Communication PRINCIPLE 2. “Hierarchy_03” • Imagery - Semiology • Gestalt Psychology 
第11週
11/23  [Communication Design] “ If you want to make something easy to find, make it different from its surroundings…” Effective Visual Communication PRINCIPLE 2. “Hierarchy_03” • Imagery - Semiology • Gestalt Psychology 
第11週
11/23  [Communication Design] “ If you want to make something easy to find, make it different from its surroundings…” Effective Visual Communication PRINCIPLE 2. “Hierarchy_03” • Imagery - Semiology • Gestalt Psychology 
第12週
11/30  [[Identity Design] Symbols are vehicles that helps us represent and share a brand’s value creation story. Effective Visual Communication PRINCIPLE 3. “Personality_01” • Logo_01 • Style & Aesthetics 
第12週
11/30  [[Identity Design] Symbols are vehicles that helps us represent and share a brand’s value creation story. Effective Visual Communication PRINCIPLE 3. “Personality_01” • Logo_01 • Style & Aesthetics 
第12週
11/30  [[Identity Design] Symbols are vehicles that helps us represent and share a brand’s value creation story. Effective Visual Communication PRINCIPLE 3. “Personality_01” • Logo_01 • Style & Aesthetics 
第13週
12/07  [Communication Design] “ It’s okay to have clear space—clutter is a failure of design.” Effective Visual Communication PRINCIPLE 2. “Hierarchy_04” • Presentation • The Complexity & Simplicity 
第13週
12/07  [Communication Design] “ It’s okay to have clear space—clutter is a failure of design.” Effective Visual Communication PRINCIPLE 2. “Hierarchy_04” • Presentation • The Complexity & Simplicity 
第13週
12/07  [Communication Design] “ It’s okay to have clear space—clutter is a failure of design.” Effective Visual Communication PRINCIPLE 2. “Hierarchy_04” • Presentation • The Complexity & Simplicity 
第14週
12/14  [Communication Design] The proposition needs to go beyond simply “what” someone does. By spending time thinking about the proposition of design, subsequent design thinking time will be focused and meaningful. Effective Visual Communication PRINCIPLE 3. “Personality_02” • Information Arts • Abstract & Concrete 
第14週
12/14  [Communication Design] The proposition needs to go beyond simply “what” someone does. By spending time thinking about the proposition of design, subsequent design thinking time will be focused and meaningful. Effective Visual Communication PRINCIPLE 3. “Personality_02” • Information Arts • Abstract & Concrete 
第14週
12/14  [Communication Design] The proposition needs to go beyond simply “what” someone does. By spending time thinking about the proposition of design, subsequent design thinking time will be focused and meaningful. Effective Visual Communication PRINCIPLE 3. “Personality_02” • Information Arts • Abstract & Concrete 
第15週
12/21  [Identity Design] brand’s identity speaks about the company’s vision in ways that words will never be able to. Effective Visual Communication PRINCIPLE 3. “Personality_03” • Logo_02 • Meaning as an organizing principle [Incremental change or Radical change] 
第15週
12/21  [Identity Design] brand’s identity speaks about the company’s vision in ways that words will never be able to. Effective Visual Communication PRINCIPLE 3. “Personality_03” • Logo_02 • Meaning as an organizing principle [Incremental change or Radical change] 
第15週
12/21  [Identity Design] brand’s identity speaks about the company’s vision in ways that words will never be able to. Effective Visual Communication PRINCIPLE 3. “Personality_03” • Logo_02 • Meaning as an organizing principle [Incremental change or Radical change] 
第16週
12/28  [Identity Design] Brand being a belief system originally developed to differentiate one’s products from those of competitors when relying on tangible value world be insufficient Effective Visual Communication PRINCIPLE2. “Hierarchy_05” • UX, Service design and Branding 
第16週
12/28  [Identity Design] Brand being a belief system originally developed to differentiate one’s products from those of competitors when relying on tangible value world be insufficient Effective Visual Communication PRINCIPLE2. “Hierarchy_05” • UX, Service design and Branding 
第16週
12/28  [Identity Design] Brand being a belief system originally developed to differentiate one’s products from those of competitors when relying on tangible value world be insufficient Effective Visual Communication PRINCIPLE2. “Hierarchy_05” • UX, Service design and Branding 
第17週
1/04  Trouble Shooting 
第17週
1/04  Trouble Shooting 
第17週
1/04  Trouble Shooting 
第18週
1/11  Final Project[Grade] 
第18週
1/11  Final Project[Grade] 
第18週
1/11  Final Project[Grade]