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Presentation
Presentation
The Identity Design UC addresses the contents, strategies and tools necessary for the knowledge and design of the Graphic Identity of a brand, service or institution. Through practical exercises students learn to think, design and conceive a Graphic Identity and all its elements, while acquiring theoretical knowledge about the concept of visual identity and its importance in the communication of a brand.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT93-17978
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
The graphic design of a brand, service or institution: history of visual communication and identity design; basic communication concepts; the power of graphic identity in communication. Graphic Identity and its construction: - Identity narrative and its importance in the communication of a brand, institution, service; - Logotype: Concept, Design, Construction and organization of the elements; - Construction of a Graphic Identity: Logo, Graphic language, Basic and complementary elements, Identity Systems, Application and Communication Media; Graphic Standards Manual. Research, analysis, selection and critical reflection; Non-objective experimentation: exploration of ideas, shapes, materials and tools; Objective experimentation: conceptualization, construction of rules / strategies, search for objective solutions; Presentation, discussion and reflection on the process and result.
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Objectives
Objectives
Promote theoretical and technical knowledge in the development of an Identity/Brand Design project; Stimulate the articulation between creative thinking, critical thinking and objective thinking; Foster awareness of the project as a process consisting of different determinant stages in the final result; Promote free experimentation of materials, tools and techniques such as building paths in the application of developed concepts; Stimulate playful thinking in the exploration and construction of forms and supports; Develop the ability to work content in a cohesive, concise and objective way, being aware of the complexity and importance of the identity narrative; Develop projects based on the interpretation of different social and cultural contexts; Promote awareness of the importance of building a Graphic Identity in the construction of culture and Social Identity; Develop communication skills and project justification.
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Teaching methodologies
Teaching methodologies
This CU is based on the use of different pedagogical methods depending on the proposed exercises and objectives. For example, the research work developed off campus - libraries, museums, galleries, gardens, streets, among other places susceptible to research and field exploration; the phased exercises, with variation between individual and collective work; the exchange between digital and analogue techniques; and the experimentation of various design approaches with the guidance of different tutors.
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References
References
Frutiger, A. (1989), Signs and Symbols, Their Design and Meaning , New York: Van Nostrand Reinhold. Heller, S. (2018). IBM Graphic Design Guide from 1969 to 1987 , Paris: Editions Empire. Jenca, M. (2017). Backstage Talks & Dialogues on Design and Business, Issue 2. Lovell, S. Kemp, K. Ive, J. (2011). Dieter Rams: As Little Design as Possible, London: Phaidon Press. Rand, P. (2014). Thoughts on Design, San Francisco: Chronicle Books, San Francisco. Johnson, M. (2016). Branding In Five and a Half Steps, London: Thames and Hudson. Muller, J., Remington, R. (2015). Logo Modernism, Koln: Taschen. Klein, N. (1999), No Logo: Taking Aim at the Brand Bullies, Toronto: Random House of Canada
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Assessment
Assessment
Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
Exemplo:
Descrição
Data limite
Ponderação
Exercício 1
Data a definir
20%
Exercício 2
Data a definir
80%
Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito.
A participação nos Workshops é de carácter obrigatório, e conta para a avaliação final da UC.
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Mobility
Mobility
Yes
