The teaching of Type Design has a long tradition at ZHdK. Successful designers and lecturers such as Ernst Keller, Walter Käch, Adrian Frutiger, Max Miedinger and Hans Eduard Meier have had a significant impact on Swiss typefaces. The CAS Type & Brand equips participants with possible tools/abilities to maintain the high level of the Swiss type tradition.
The CAS Type & Brand explores the two disciplines of Type Design and Brand Design and applies them in combination with one another. The principles of Type Design are taught in practical workshops and reflected on and analysed in the context of Brand Design with respect to their function, statement and effect. In the process, the focus is on the use of typography and type within Brand Design as well as the design of tailor-made corporate types and logo types. Knowledge and skills in both Type Design as well as in Brand Design are indispensable in order to understand, conceive, design and use type as part of a brand.
Therefore, the CAS Type & Brand also explores and consolidates basic content from the area of branding. Brand Design is investigated with respect to its conceptual, strategic and design aspects, and used in a transmedial capacity. Professional methods that lead to strategic and conceptual solutions are taught and applied in specific case studies. The resulting findings are translated into creative solutions.
A mentored project in the second half of the course enables participants to consolidate and set individual focus areas.