Study Guide

Learning outcomes

This studio course includes the following parts and their respective learning goals:

Visual Identity Design (10 ECTS)
The students are able to
- produce graphic symbols in accordance with brand goals and requirements
- explain the importance of the visual identity as a part of marketing communications
- create a visual identity concept in accordance with brand goals
- design appropriate and carefully crafted typography
- lead a process of redesigning a visual identity
- apply the design management approach in their work.

Branded Publications (5 ECTS)
The student is able to
- assess the link between the content, the focus group and the graphic design
- explain the difference between commercial and journalistic publications
- combine the brand image and brand goals in publications
- design a commercial brochure or product catalogue for different publishing environments
- schedule the working process.

Brand Management (5 ECTS)
The student is able to
- understands the significance of brand management in visual communication
- write a brand strategy, compose a brand manual and use them to create visual material
- develop existing brands
- compose and administer brand material libraries and knows how to use them
- understand and make use of the mechanisms of influencing.

Implementation and methods of teaching

The brand studio operates as a design agency. The students will design real client cases. They will lead and manage the design process and create a project timeline with the client.
Students will work in small teams leading their own project, but sharing knowledge to other teams along the way.

Studio will also provide theory and practical tools and small exercises to aid the students forward.

The teachers will mentor the process throughout.

Timing and attendance

See below.

Learning material and recommended literature

Designing Brand Identity, an essential guide for the whole branding team
Alina Wheeler (John Wiley & Sons, Inc., 2018, 5th edition)

FireSigns : a Semiotic Theory for Graphic Design
Steven Skaggs (2017) Cambridge, MA: The MIT Press

Studio full reading list available in course moodle.

Alternative completion methods

4th year graphic design students may join the branding studio. Please contact the teacher.

Working life cooperation

Real life projects with clients. Visit to studios and outside organisations. Guest lectures from the design field.

Learning environment

Campus, excursions, moodle and other online tools

Student time use and work load

The studio runs for the whole semester.
Part of the scheduled course dates are for independent work in small teams. The students manage their own design process and will be actively involved in managing their clients. They will agree production stages together with the client and deadline dates may therefore vary between teams.
The schedule and ways of working are flexible.

Teachers are present once a week at minimum.
The full schedule can be found at course Moodle.
Students must be present on certain teaching and visit dates, check the schedule.

Contents

In the Brand Studio, the student learns in depth the visual identity design and the main principles of brand management. Students practice their skills through practical design tasks and the theoretical lectures that support them. The studio includes cooperation with companies and organizations through assignments and visits.
Students understand the importance of building a brand and what their role as a designer is in it. They learn to manage the design process and cooperate with the client and their design team.

Additional information for students: previous knowledge etc.

Students must have completed at minimum 2 years of graphic design studies.

Option to participate if the student has at least Markeing communication and branding studies completed and relevant 2 years experience for their respective degree.

Studio accepts exhange students.

Assessment criteria

- Attendance
- Exercises and learning tasks
- Presentations and discussions
- Project management and outcome
- Peer evaluation and self-evaluation

The client's assessment may affect the grade.

Assessment scale

1-5

Failed (0)

- The project outcome does not comply with the objectives of the assignment or is incomplete
- The design work does not answer the brief
- The research is insufficient
- The role and/or teamwork in the design project has failed

The course is also rejected if the student:
- Does not know how to use professional concepts and does not justify her/his/their activities
- Does not use the methods and processes learned in the course
- Can't act customer-oriented
- The student has not been present

Assessment criteria: level 1 (assessment scale 1–5)

- The project outcome is generally in line with the objectives of the assignment
- The design work at least partially answers the brief
- The research has been, to some extent, completed
- The role and/or teamwork has been performed acceptably.

A course grade of 1 also requires that the student:
- Can use professional concepts and justify their actions
- Can use learned methods and processes
- Can act customer-oriented

Assessment criteria: level 3 (assessment scale 1–5)

- The project outcome is according to the assignment's objectives and is implemented appropriately.
- The design work is wide-ranging and supports the brief
- The role and/or teamwork has been performed well

A course grade of 3 also requires that the student:

- Can use professional terms in a versatile way and communicate professionally
- Can choose methods and processes suitable for the activity and justify their choice
- Can take into account the needs of the target group and/or the client appropriately, as well as other course participants

Assessment criteria: level 5 (assessment scale 1–5)

- The project outcome aligns with the assignment's goals and even exceeds them.
- The design work is exceptionally well executed and answers the brief
- The student is proactive and acts excellently in their role in the team

A course grade of 5 also requires that the student:

- Can use methods expertly, communicate professionally, and consider all target groups.
- Can choose, combine and develop methods and processes suitable for the activity to support work
- Can take full responsibility for learning and the project
- Receives excellent feedback from the client and also from other course participants