Corporative Visual Image Design (20538)
Degree/study: Bachelor's Degree in Advertising and Public Relations
Year: Third / fourth
Term: First
Number of ECTS credits: 4 credits
Hours of studi dedication: 100/125 hours
Teaching language or languages: catalan
Teaching Staff: Jordi Duró Trouillet and Francesc Ribot Puntí
1. Presentation of the subject
Corporative Visual Image Design is a core course within the graphic design discipline, as it implies developing a design through several means and industrial processes. The main goal is to be able to create and transmit an identifying brand in a consistent way.
Firstly, this course deals with how to create an identifying brand through typography, colour, shape and naming. Next, it deals with how to be able to maintain these distinctive features through the different supports we will need.
Once the identity system is closed, it will deal with the brand tone of voice and explore coordinated communication within identity.
The course introduces students to the discipline procedures, the relations between brands and consumers and the production processes, and points out the possible evolution of brands. Support materials include speeches, readings, demonstrations, slide presentations, practical exercises, in-class debates and tutoring sessions about projects.
2. Competences to be attained
2.1. General skills
• Establishing a knowledge platform about design and corporative visual identity management, providing students with work tools for media management and coherent advertising campaigns. The final goal is to form a brand identity.
• Understanding the dimension and possibilities of graphic design as a language in its social and professional context.
· Ability to think, arrange and organize through graphic design.
· Conceptualizing and formalizing skills.· A boost to the creativity and esthetical resources.
· Team work and work time organization skills.
• Developing presentations skills.
2.2. Systemic skills
· Research skills (application of basic methodological principles).
• Situations understanding and analysis.• Project design and management.
· Ability to put knowledge into practice.
• Result orientation.
2.3. Interpersonal skills
· Working in teams to prepare project and present them collectively.
• Critical assessment and self-assessment skills (on the developed projects).
2.4. Specific skills
· Essential knowledge of the graphic design history.
· Knowledge of the communicative functions of graphic design.· Understanding the graphic sign capacity for transmitting information.
• Applying the basic graphic design tools sensibly: typography, image, colour and composition.• Defining the information hierarchy through element organization within a whole visual unit.
· Learning to apply bimedia language from some specific goals.
· Emphasizing on the analysis and process of visual ideas development.
• Capacity for creating communication devices.
3. Contents
Block 1. Introduction: Etymology origin of the term vs. current meaning.
Block 2. History: Origins in the 19th century. Evolution and vanguards in the 20th century. Future in the 21st century.
Block 3. Brand management: Strategy and brand managing, graphic visualization of strategic plans. Mood Board.
Block 4. Brand values creation: Brands design and namings. Brief introduction to graphic design. The basic identifying trident: typography, colour and image. Identifying systems.
Block 5. Value systematization: Supply chain in management, manufacture and marketing. Disciplines: corporative image, packaging, multimedia design, clothing design, vehicles design, publishing design and promotion.
Block 6. Normalization: Brand image manual and communication systematization.
4. Assessment
Attendance is compulsory. The minimum of attendance is 80%. The assessment system is continuous, and it will take into account several exercises to be done throughout the term, a final project and the seminar classes. Teachers will value acquired knowledge, active participation in class and attendance, besides handing in tasks on time and good presentation. In order to get a pass in this course, all exercises (in-class and out of class) must be done and accepted by teachers. As well, a final project on the course must be handed in.
4.1. Assessment criteria
40% of the mark - Final project.
10% of the mark - In-class exercises.
20% of the mark - Out of class exercises.
10% of the mark - Seminar: speeches cycle.
20% of the mark - Attendance and active attitude in class.
4.2. Final project assessment criteria
30% of the mark - Hierarchy and composition aspects.
20% of the mark - Image management.
20% of the mark - Typography management.
15% of the mark - Information, concept and creativity design.
10% of the mark - Formal coherence.
5% of the mark - Oral exposition and presentation neatness.
4.3. Exercises general assessment criteria
a. In-class exercises
Students must do all the proposed exercises to do in class and get their approval. They will also do additional short exercises in class to improve their marks.
Exercise 1: Stationery.
Exercise 2: Application to uniforms.
Exercise 3: Application to vehicles.
Exercise 4: Promotion element.
b. Out of class exercises
Students must do all the proposed exercises to do out of class and get their approval. Every student will have the chance to hand in a second version of the exercise if approval was not achieved the first time.
Exercise 1: Brand creation.
Exercise 2: Application in advertisements.
Exercise 3: Graphic application on the environment.
Exercise 4: Brand audiovisual animation.
4.4. Seminar assessment criteria: Speeches cycle
40% of the mark - Preparing and presenting a speech.
40% of the mark - Capacity for understanding and analyzing the evolution of graphic design.
20% of the mark - Presentation skills.
5. Bibliography and teaching resources
5.1. Basic bibliography
• MOLLERUP, Per. Marks of Excellence. The history and taxonomy of trademarks. Phaidon Press Ltd. 1997.
• MÜLLER-BROCKMANN, Josef. Grid Systems in Graphic Design. Verlag Niggli AG. 1996. 4th revised edition.
• FRUTIGER, Adrian. En torno a la tipografía. Editorial Gustavo Gili. 2002/2004.
• OLINS, Wally. Brand. Las marcas según Wally Olins. Turner Publicaciones. 2004.
5.2. Complementary bibliography
- MILTON, Howard. Packaging Design. The Design Council. 1991.
- FONTANELLA, Raffaele / DI SOMMA, Maurizio / CESAR, Marcello. Come cambiano i marchi / The way logos change. Ikon Editrice. 2003
5.3. Teaching resources
- Online information (Aula Global): compulsory and recommended readings, dossiers on the thematic blocks, information documents regarding every exercise, selection of links of interest, debates, etc.
- Slides presentations.
- Case study.
- Additional material: magazines, catalogues, webs, etc.
- Creativity and Design Area Blog (http://www.crea-disseny-upf.com)
6. Metodology
This course consists on theoretical classes and a project to hand in at the end of the term, on which students will be advised through several tutoring sessions. Theoretical classes are organized in Power Point presentations with a pleasant and didactic format. They will be complemented with short exercises illustrating the exposed concepts which require the students' participation.
The practical exercise will be based on a case proposed by the teachers and solved by the work teams.
7. Planning of activities
Week 1. BLOCK 1 - Introduction to the subject. The brand as a communication phenomenon. Assignment of the project to develop.
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
Presentation |
Presentation of the course's goals and contents calendar. |
30 min. |
|
|
|
Assignment |
Brief assignment for the core project to be executed during the term |
30 min. |
|
|
|
Theory |
Brands within the socio-economic current context. |
30 min. |
|
3h. |
|
Debate |
Brand perception as a consumer/communicator. |
30 min. |
|
|
|
Theory |
Moodboard design. Project preview. |
1 h. |
|
|
|
Out of class activities |
|
|
|
|
|
Moodboard design and counter-brief preparation |
Working on the moodboard design proposal. |
|
3h |
3h |
|
|
||||
Week 2. BLOCK 1 - Taxonomy, terminology and management.
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
Project tutoring session |
Correction counter-brief |
1.30 h |
|
|
|
Theory |
Corporative image management. Processes and decisions. Brand taxonomy. |
1 h |
|
3h. |
|
Study case |
Power Point presentation. |
30 min. |
|
|
|
Out of class activities |
|
|
|
|
|
Group work |
Drawing the first symbols and logotypes proposals. |
|
6h. |
6h. |
Week 3. BLOCK 2 - Origin and evolution of the essential values of corporative image.
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
Theory |
Corporative image history. |
1h. |
|
|
|
In-class exercise |
Illustrator exercise. Typography and colour treatment. |
30 min. |
|
|
|
Project tutoring session |
Moodboard correction. |
1h. |
|
3h. |
|
Teoría |
Logotype creation |
30min. |
|
|
|
Out of class activities |
|
|
|
|
|
Group work |
Identification constants. Corporative colour and typography. |
|
4h. |
4h. |
Week 4. BLOCK 3 - Brand Management. Identity systems.
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
Teoría |
Identity systems. |
45 min. |
|
|
|
Project tutoring session |
Correction of symbols and logotypes. |
45 min. |
|
|
|
Theory |
Normalization. Corporative image manuals. |
1h. |
|
3h. |
|
Study case |
Visualization and corporative image manuals consultation. |
30min. |
|
|
|
Out of class activities |
|
|
|
|
|
Group work |
Identity system design. |
|
8h. |
8h. |
Week 5. BLOCK 4 - Systematization.
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
Project tutoring session |
Correction identity system. |
1h. 30min. |
|
|
|
Theory |
Stationery application systems. |
1h. |
|
|
|
In-class exercise |
Illustrator exercise. Stationery. |
45min. |
|
4h. |
|
Out of class activities |
|
|
|
|
|
Group work |
Stationery design |
|
8h. |
8h. |
Week 6. BLOCK 4 - Systematization II
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
Theory |
Application systems for signs, uniforms, vehicles. |
1h. |
|
|
|
In-class exercise |
PhotoShop systematization exercise. |
30min. |
|
|
|
Theory |
Application systems for promotional elements. |
45min. |
|
3h. |
|
Project tutoring session |
Correction systematization |
45min. |
|
|
|
Out of class activities |
|
|
|
|
|
Group work |
Application systems |
|
8h. |
8h. |
Week 7. BLOCK 5 - Systematization III
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
In-class exercise |
PhotoShop systematization exercise. |
1.30h. |
|
|
|
Project tutoring session |
Correction systematization. |
1.30h. |
|
3h. |
|
Out of class activities |
|
|
|
|
|
Group work |
Application systems. |
|
8h. |
8h. |
Week 8. BLOCK 5 - Systematization III
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
In-class exercise |
PhotoShop systematization exercise. |
1h. 30 min. |
|
|
|
Project tutoring session |
Correction systematization |
1h. 30 min. |
|
3h. |
|
Out of class activities |
|
|
|
|
|
Group work |
Application systems. Preparing last tutoring session. |
|
6 h. |
6 h. |
Week 9. BLOCK 1- How to visualize, explain and present the project.
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
In-class exercise |
Presentations. |
1 h. |
|
|
|
Study case |
Visualizing different professional presentations. |
30 min. |
|
3 h.
|
|
Project tutoring session |
Tutoring sessions and final review before the exam. |
1.30 h. |
|
|
|
Out of class activities |
|
|
|
|
|
Final project |
Preparing the final project. |
|
20 h. |
20 h. |
Week 10. Handing in the final project and presenting it.
|
Activity type |
Activity |
In-class hours |
Out of class hours |
Total hours |
|
In-class activities |
|
|
|
|
|
Exposition. |
Final project presentation in the classroom. |
4h. |
|
4h. |