The CAS Type & Brand focuses on contemporary and transmedial development of brand presences, with a particular focus on type and typography as well as on Type Design in the context of brands. Participants gain a comprehensive understanding of the challenges for brand presences as well as the potential of typography and type in the context of branding. The acquired skills can be applied in different activity areas such as Graphic Design, Branding and Type Design
Skills
- Understand brands as a holistic, dynamic system
- In the process, participants should understand brands from a transmedial perspective and recognize the requirements and potential of the various media.
- Understand and transfer the importance of type and typography in branding to their own professional practice.
- Understand type and its connection to the writing tool, and on this basis develop and draw original fonts.
- Know the requirements for a logo or a lettering and assess as well as differentiate between the requirements for a font family.
- Ability to speak about fonts and brands with an adequate specialist vocabulary and with confidence in front of potential customers.
- Design methodology: new inputs through experimental design techniques.
- Technology update: overview of the current technical possibilities.