Class Identity Design

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.

1. 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.
2. 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.

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.

• 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.
• Muller-Brockmann, J.(1999). Grid Systems in Graphic Design , Salenstein: Niggli Verlag.
• Munari, B. (2016). Circle, Square, Triangle , New York: Princeton Architectural 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