STUDY PROGRAMME
Graphic Design and Art Direction

AFAM CODE
ABPR19

DISCIPLINARY AREA
Graphic design

DISCIPLINARY FIELD
Graphic design

CREDITS
8

APPROACH
Theoretical/project based

This course provides theoretical, conceptual and practical competencies that are propaedeutic to the designing of communication elements within graphic design: from the scientific study of shapes and signs (basic design), to the visual identity of companies/services (corporate identity), with attention to the use of typography and to the right balance between aesthetic, strategic and technological components.

The programme grants 8 credits, divided as follows:

• BRAND IDENTITY: 5 CFA

• TYPOGRAPHY: 3 CFA

Successful students will be able to:

BRAND IDENTITY

• Analyse the elements of corporate communication in their historical and cultural evolution until their contemporary applications

• Use the graphic designers’ technical and professional language with regard to brand identity design

• Develop a visual identity project in all its phases: research, creativity, technical realization with graphic software, output presentation

TYPOGRAPHY

• Identify and place typographic elements in their historic context

• Use typography properly and with aesthetically efficient solutions for graphic presentation: observance of legibility criteria, use of editorial fonts, as well as of composition and organization of printed texts

• Develop graphic projects with proper and experimental use of typography

• Use keyboards properly

BRAND IDENTITY

• Introduction to the scientific study of signs and shapes: basic design

• Presentation of the designing methodology aimed at creating brand identity (brand, logotype, naming, colour palette, etc.) including the graphic and typographic elements that are necessary to the creation of a coordinated image

• Analysis and verification of consistency between graphic project and positioning strategies, also through the study of case histories

• Application of professional software in the finishing phase of the design project

TYPOGRAPHY

• Historical introduction to typographical elements (epigraphs, minuscule, hierarchies, monograms and logotypes) from their origins in Germany to today

• Analysis of the principles of printed page layout (alignments, spacing, matching)

• Proper use of keyboards (characters, visible and invisible signs)

This is a theoretical/project based course.

Students will take part in the following activities, which may vary depending on the development of different projects:

• Classroom lectures

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Workshops

• Individual or group projects

• Individual or group study and research

Assessment tools may include:

BRAND IDENTITY

• Arithmetic average of the grades of the brand identity projects carried out throughout the course, plus oral exam

TYPOGRAPHY

• Arithmetic average of the grades of the typography projects carried out throughout the course, plus oral exam

Further details about the exams will be provided by the professors.

The final grade will result from the weighted average of the programme modules.

BRAND IDENTITY

• Anderson, G., Heller, S. (2016) The Graphic Design Idea Book: Inspiration from 50 Masters, Laurence King Pub.

• Caprioli, S., Corraini P. (2008) How To Break The Rules Of Brand Design In 10+8 Easy Exercises, Mantova: Corraini Edizioni

TYPOGRAPHY

• Bringhurst, R. (2001) The Elements of typographic Style, Hartley & Marks.

• Kinross, R. (2010) Modern typography, London: Hyphen Press.

• Knight, S. (2009) Historical Scripts, New Castle, Delaware: Oak Knoll Press.

• Knight, S. (2012) Historical Types, New Castle, Delaware: Oak Knoll Press.

• Steinberg, S. H. (1961) Five hundred years of printing, Penguin books.

Many of the recommended sources, together with additional material, are also available online on MyNaba, in the Library section.

Books and resources might be requested or suggested by the professors.