Study Guide

Learning outcomes

The student is 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 designing a visual identity

Implementation and methods of teaching

In the visual identity course, the student gets to know the methods and meaning of building a visual identity. The student utilises the theory and practical knowledge of previous study courses and deepens their own professional thinking and practical design skills.

The VV23 group is divided into two groups with this course. Groups can also have common days.

The course has both group work and individual assignments.

Timing and attendance

The main principle is 80% attendance, but each teacher defines the requirements of their own part in more detail. Teachers monitor attendance.
This course takes place in the late spring of the 2nd year course.
Follow your own group's schedule.

Learning material and recommended literature

Alina Wheeler. Designing Brand Identity: An Essential Guide for the Entire Branding Team. 5th ed. Wiley, 2018. Available also as e-book through LAB Primo.

Working life cooperation

The course may include company visits and guest lecturers.
The part of commercial image is taught by a visiting teacher who has worked in the advertising agency industry for a long time.

Exam retakes

The course must be completed as a whole.

Learning environment

Campus, ekskursions, company visits, moodle and zoom.

Additional information for students: previous knowledge etc.

In the course, the student learns to design a complete visual identity for a company or community. The student studies the design and role of commercial imagery (incl. photography), typography, colors and graphic elements. Student gets to know various graphic guidelines and design systems and learns to use them in their work. Student learns how a commercial image can be built in different ways using, for example, photography, video or artificial intelligence.

The course also delves into illustration and typography, which are linked to the context of visual identity.

Assessment criteria

The course is evaluated with a grade of 1-5. The teachers evaluate the tasks of their own part according to the evaluation criteria they have given, which together form the student's overall assessment of the study course.

Assessment scale

1-5