COMMUNICATION DESIGN 2

Single discipline educational activity

Course Sheet

Course code:

D15

Academic Year of enrolment:

2020

Year of supply:

2021/2022

Type of Course:

Characterising

Degree:

Course of 1st Cycle Degree in DESIGN

Disciplinary Sector:

Industrial Design

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

MASSACESI RAFFAELLA

GADDI Rossana

Cycle:

First semester

Obligatory attendance:

Yes

Hours of classroom activity:

Individual study hours:

Prerequisites:

You cannot take the Communication Design exam 2 if you have not taken the Communication Design exam 1.

Objectives

The course aims to provide a methodological basis for graphic design and communication applied to brand identity, which implies the knowledge of:
- basic notions of market analysis and psychology of perception, graphics standards;
- methodological and instrumental apparatuses of the project, of the material and immaterial channels through which communication is realized (media), of the production and process apparatuses that manage the results.
The course involves the use of software for editing raster and vector images as well as desktop publishing, and aims to:
- provide students with the knowledge to recognize and interpret the trends and expressive languages of industry, arts, images, publishing and multimedia;
- introduce students to the methods, tools, techniques and technologies of design: analysis of the corporate brand, best practices, brand positioning, representation techniques, visual and strategy design, construction of a coordinated image,
- design of the brand manual, of the company merchandising, and of the environmental graphics of the points of sale;
- define the process of developing the concept for the brand and product identity;
- provide the skills to design the coordinated image of companies, companies, organizations and associations;
- provide the skills to design and organize corporate communication consistent with the product-service system.

Contents

The course provides a methodological basis for integrated communication design for a brand or company and a practical basis for graphic design and communication applied to brand identity.
The course provides advanced training in the field of communication design to introduce the student to branding through theoretical knowledge and the practical application of methods, tools and techniques for designing the identity of a brand (Brand Identity, Corporate Identity) . It constitutes the final design experience of the training course, which intends to guide the third year through the exploration of specific issues related to communication design.
Communication Design 2 is a monographic course in Brand Design.

Extended Syllabus

The topics and laboratory activities, aimed at achieving the expected learning outcomes, are:
1) Theoretical knowledge
- Meaning of pictogram, logotype, brand. Corporate identity design: the brand as a means of contact.
- Brand techniques and design (the sign, first level character theory, color, standards)
- The distinctive signs of the company: colors, brands, logos, models.
- Brand design as a brand identity and value container.
- Market positioning, customer perception detection, brand tuning.
- The coordinated image and corporate character, the legislation, the forms, the coordinated image manual.
- The identity for cultural heritage, for tourism, for institutions.
2) Practical experience
- design practice: workshop 1 (intensive activity): "Business brand analysis" (critical analysis of a brand, analysis and reconstruction of the identity of an existing institution)
- design practice: workshop 2 (intensive activity): "The brand" (designing a brand for an institution)
- design practice: workshop 3 (intensive activity): "Design of the visual identity and its user manual"
- design practice: workshop 4 (intensive activity): "Merchandising, signage and environmental graphics" (conception and design of materials for the communication of the institution).
- Individual work & assistance
- External interventions by professionals in the sector

Recommended Bibliography

- E. Carmi, E. I. Wegher, Branding D.O. Progettare la marca. Una visione design oriented, Logo Fausto Lupetti Editore, Bologna 2018
- M. Bassani, S. Sbalchiero, Brand design, Alinea Editrice, Firenze 2002
- V. Pasca, D. Russo, Corporate Image. Un secolo d’immagine coordinata dall’AEG alla Nike, Lupetti, Milano 2005
- R. Falcinelli, Critica portatile al visual design, Einaudi 2014
- R. Falcinelli, Guardare, pensare, progettare. Neuroscienze per il design, Stampa Alternativa & Graffiti, Roma 2011
- D. Baroni e M. Vitta, Storia del Design Grafico, Longanesi 2003
- V. Gabrielli, Il brand. Quando la marca è più di un prodotto, il Mulino, Bologna 2012
- R. Barthes, Miti d'oggi, Einaudi, Torino, 2016
- M. Spera, Abecedario del grafico, Gangemi Editore, Roma 2005

Teaching Methods

The course is organized in frontal contributions, seminars with external guests (monographic lessons / seminars, intensive workshops);
exercises with ongoing assessments; collective reviews and punctual meetings (presentations and critical discussions of the project documents). Furthermore, all the slides of the course will be published by the teacher on the Teams channel of the course.
During the course, the teacher will provide a list of useful tools for deepening the topics addressed during the lessons (films and documentaries, podcasts, books, magazines, websites, ..)

Evaluation methods

Verification of learning:

The student will be assessed on the basis of the ongoing results of the individual and group exercises and of the written tests that will take place during the course, as well as through the results of the final project.
The ongoing assessments include both written assessments and marks expressed out of thirty, and partially contribute to the final assessment (in a non-arithmetic way but focused on the analysis of the individual student's growth path).
The exam is individual and is based on a critical discussion of the personal contribution given to the final project, also taking into account the judgments and marks of the ongoing exercises.
The documents will be considered on the principle of originality, the quality of the technical performance, consistency and feasibility with respect to the design purpose.

Contacts/More Information

The course takes place in the first semester. For information regarding the classroom and timetables, please refer to the calendar of the CdS in Design. Attendance is optional, but strongly recommended. The final exam is the same for attending and non-attending students. The calendar of lessons, educational activities are provided at the beginning of the course. For student reception hours, reference is made to the time indicated by the teachers of each individual module.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree