Document summary objectives Course
Course:
ISDC/03 Graphic Image Design.
Year:
2024/2025
Lecturer:
Fabio Furlanis, Francesca Perpetuini, Sonia Tasca
Syllabus — Furlanis 
List of topics covered:
This course explores the role of signification and semiotic principles in graphic design, exploring the dynamics of visual communication and branding. Through a methodological approach that combines theory and practice, students will analyze re-branding strategies, visual identities and market positioning. The training includes the application of semiotic techniques, the definition of visual strategies and the development of concrete projects from real business briefs. From brand analysis to logo creation, from choosing color and typographic palettes to photographic art direction, the course provides fundamental tools for building an effective and distinctive visual identity.
Course-specific learning objectives:
The course provides students with a structured methodology for visual identity design, combining semiotic analysis, branding strategy and creative development. The goal is for students to acquire the skills necessary to interpret a corporate brief and translate it into a coherent project, from initial research to the realization of final outputs. Through an approach that integrates theory and practice, students will delve into the languages of visual communication, re-branding techniques and brand identity enhancement, honing the ability to transform strategic information into effective stylistic solutions.
Mode of teaching delivery:
The course alternates theoretical and practical moments, combining lectures, operational workshops and periodic reviews. In the first phase, students will delve into visual semiotics and communication methodologies and then apply them in focused design exercises. The course includes activities in analysis, visual experimentation and design of a re-branding based on a company brief. Constant interaction with the lecturer, peer discussion and a working meeting with the client will allow the project to be refined, incorporating strategic feedback. A visit to the company will also provide direct insight into the context, enriching the training process.
Mode of examination/evaluation:
Course evaluation will be based on a progressive system that will consider the entire project journey from initial analysis to final presentation. Students will be asked to develop a re-branding project, refining their solutions through periodic reviews, operational workshops and a working meeting with the client to integrate strategic feedback. The final presentation, in digital format, should highlight the research and development process, with emphasis on design coherence, technical relevance and the ability to argue visual choices against communicative objectives. Overall evaluation will take into account the quality of the project, demonstrated commitment, proactivity, and feedback obtained from the client.
Bibliography
Francesca Perpetuini
- Boer, M. (2017). Languages of consumption. Signs, places, practices, identities. Arachne.
- Floch, J. M. (2016). Visual identities. Waterman, Apple, IBM, Chanel, Ikea, and other brand cases. Franco Angeli.
- Benjamin, W. (2000). The work of art in the age of its technical reproducibility. Einaudi.
- Brown, A. (2019). Capitalism & Candy Crush. Black.
- Sage, M. (2022). Interregnum. Iconographies of the 21st century. Black.
- Falcinelli, R. (2020). Figures. How images work from the Renaissance to Instagram. Einaudi.
- Falcinelli, R. (2014). Portable critique of visual design. From Gutenberg to social networks. Einaudi.
- Falcinelli, R. (2017). Chromorama. How color has changed our gaze. Einaudi.
- Sottsass, E. (2017). For some it may be space. Adelphi Little Library.
- Munari, B. (2017). One thing leads to another. Laterza.
- Pater, R. (2016). The Politics of Design: A (Not So) Global Design Manual for Visual Communication. BIS Publishers.
- McLuhan, M., Fiore, Q., & Agel, J. (2001). The Medium is the Massage. Gingko Press.
- Basar, S., Coupland, D., & Obrist, H. U. (2015). The Age of Earthquakes: A Guide to the Extreme Present. Penguin Books Ltd.
- Basar, S., Coupland, D., & Obrist, H. U. (2021). The Extreme Self: Welcome to the Age of You. Penguin Books Ltd.
- Kessels, E. (Phaidon). What a mistake. How to turn failures into successes by screwing up.
Fabio Furlanis
- Frutiger, A. (1996). Signs and Symbols. Alternative Press.
- Bierut, M. (2021). How to Use Graphic Design to…. Thames & Hudson Ltd.
- Pastoreau, M., & Simonnet, D. (2006). The little color book. Bridge to Thank You.
Sonia Tasca
- Lupton, E. (2010). Thinking with Type. Fifth Quarter Editions.
- Samara, T. (2017). Designing with and without a grid. Hoepli.