Abstract:

Pedagogy often explores the relationship between universities and society, as well as the connection between education and social transformation. When a brand is conceptualized and designed to deliver practical results, it becomes a form of learning. However, when the intention behind this learning is to collaborate in an altruistic and supportive manner, it becomes known as service-learning. Through community service activities, service-learning enables students to develop valuable skills and apply what they learn in the classroom to real-life situations. By linking learning and service, students learn to appreciate the value of their education in service to society. These practices help train them to become active and participatory citizens, while also preparing them for future job opportunities.

This study suggests a method for redirecting the focus of brand design towards service-learning in a subject of a superior education grade, with the aim of motivating students to utilize their skills for the betterment of society. The approach was successfully put into practice over two academic years, during which students were engaged in enhancing the visual identity of an NGO. The rationale behind this project was that non-profit organizations often lack professional and effective branding. The proposed methodology consists of three distinct phases.

Initially, the students are organized into groups and tasked with choosing an NGO to contact and interview. Following the meeting, they create a detailed report outlining the NGO's core values, target audience, and an assessment of their current brand. Next, a variety of elements are considered, including paper and computer sketches, color and typography selection, and composition choices. Throughout this phase, regular meetings are held with the NGO to ensure that the designs align with the proposed briefing. During the third phase of the design process, the students developed different applications of the NGO's brand: stationery, merchandising, posters, vehicles, signs for the headquarters… Finally, in the last stage, the final branding design is evaluated through a checklist that evaluates the graphic quality and the effectiveness of the brand design.

This work methodology encourages students to take responsibility for what is happening around them from a social point of view and learn how their work can constitute a service for other people, contributing to improving society.

Keywords:

NOG, brand, visual identity, service learning, social value.