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Graduate courses

Departments' graduate courses for PhD-students.


Syllabus for

Academic year
MPP105 - Visual brand identity and product design
Syllabus adopted 2014-02-24 by Head of Programme (or corresponding)
Owner: MPDES
7,5 Credits
Grading: TH - Five, Four, Three, Not passed
Education cycle: Second-cycle
Major subject: Industrial Design Engineering

Teaching language: English
Open for exchange students
Block schedule: A

Course module   Credit distribution   Examination dates
Sp1 Sp2 Sp3 Sp4 Summer course No Sp
0104 Written and oral assignments 7,5 c Grading: TH   7,5 c    

In programs



Univ lektor  Viktor Hiort af Ornäs


In order to be eligible for a second cycle course the applicant needs to fulfil the general and specific entry requirements of the programme that owns the course. (If the second cycle course is owned by a first cycle programme, second cycle entry requirements apply.)
Exemption from the eligibility requirement: Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling these requirements.

Course specific prerequisites

PPU050 Basic design 2 or equivalent
MMF265 Visualization 2/Skissteknik 2 or equivalent
MPP067 Computer Aided Modeling/Datorstödd modellering or equivalent


The aim of the course is to give an introduction to the concepts of visual identity, branding and methods of market analysis and to study visual product identity from both, the brand and the product design perspective. A project work with focus on product differentiation and positioning, customer categorisation, brand development and design strategy will provide the opportunity to apply theories and methods in a new product design under the roof of a specific product identity.

Learning outcomes (after completion of the course the student should be able to)

  • Analyse brand, visual brand identity & positioning for a certain product type
  • Demonstrate information literacy in comprehending a specific problem area
  • Specify vision for VBI and a principal design solution for a specific problem area
  • Explore and synthesise product ideas for a specific problem area
  • Critically reflect on the results and course theme in relation to sustainable development
  • Demonstrate understanding of basic theory and methodology for Branding and designing Visual brand identity
  • Communicate design -process and -proposal


The course covers the areas of analysis and synthesis of visual product identity. It brings together concepts from product design, branding, and consumer research to form a holistic picture of visual identity, branding and strategic design. Lecturers in the course include scholars from academia and professionals from consulting firms and industry.


The course includes

  • theoretical lectures and literature studies introducing cases, theoretical frameworks and methods
  • workshops, seminars and shorter exercises
  • a project consisting of a deeper analysis and a concrete product design application.


Literature will be announced at the start of the course.


Grades are given according to the scale: fail, 3, 4, and 5

The grade will be based on:

  • Scope and quality of conducted analysis and design work
    Comprehensiveness of design rationale
  • Clarity and coherence of reports and presentations
  • Reflections on conducted work, methodology and theories
Attendance and active participation:
For grade 3, active attendance in compulsory sessions (announced at course start) is required.

Project work (60% of the grade):
The project work grade will sum up three parts
- presentation part one, Analysis
- presentation part two, Final result of project work on new brand creation and/or new design
- a written final project report on both parts, the analysis and the design work
The group deliverables should focus on work conducted, results, design proposal and design rationale.

Reflective Report (40% of the grade):
The individual report should focus on work conducted in relation to theory and methodology.

Page manager Published: Thu 04 Feb 2021.