Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


At the end of the course, students should be able to:

- describe foundational principles and strategies for branding and identity creation.

- recognize and argue for the position of design in different types of branding processes.

- execute a packaging, surface or typography design project as a part of a broader re-branding process, under supervision.

Credits: 6

Schedule: 10.01.2022 - 21.02.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Oscar Person, Hilkka-Maija Fagerlund, Markus Joutsela

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    The course provides students a platform to learn about branding and identity creation to deepen their expertise about the strategic role design may play in such development processes. Special emphasis is placed on the expressive nature of design and the role of designers in shaping and materializing an identity for a brand.

    The course is organized around a re-branding project in which students are challenged to rethink the material touchpoint of a established brand. Students are supported in the project through lectures and workshops. They are also given the opportunity to deepen their design expertise in one of the following areas: (1) packaging and label design, (2) material and surface design and (3) visual identity and typography.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    The final grade for the course is based on the results of a written exam and a design project which students execute throughout the course. Students need to pass both the exam and the design project in order to receive a final grade for the course.  

    Students must attend and display active participation in at least 80% of the contact sessions (lectures, workshops and presentations). Participation in the introduction lecture and final presentation is mandatory. 

  • valid for whole curriculum period:

    2020-2021 (5 cr)

    The total workload for the course amounts to 137 hours (I ECTS credits = 27.3 hours). 

    - Contact teaching 58 hours

    - Written exam 3 hours

    - Final presentation 4 hours

    - Individual and group work 57 hours


Study Material
  • valid for whole curriculum period:

    A reading list is provided at the beginning of the course

Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    Number of students: 30 min, 45 max

    Teaching Period:

    2020-2021 Spring III

    2021-2022 Spring III

    Course Homepage:

    Registration for Courses: Sisu replaces Oodi on 9 August, 2021. Priority order to courses is according to the order of priority decided by the Academic committee for School of Arts, Design and Architecture: