A.A._2011/2012
Master Professional in Graphic Design
Firenze
Master Professional in
GRAPHIC DESIGN focus on new media & web communication
Beginning: February 2012 Duration: 1 year Frequency: Full time, from Monday to Friday (excluding summer holiday) Language: English The Master in Graphic Design derives from the need to fill the gap that is often created between available study paths and the ever-more demanding professional world, particularly in terms of acquired experiences and skills. From Graphics to Information Design to Web Communication to Editing to Advertisement Communication, the Graphic Design Master offers a path that is developed in a continuous relation between different fields, integrating the knowledge of the tools and technologies, the project culture and methodology with a sensibility towards Visual Communication and its representations. Particular attention will be given to New Media and the new frontiers of Communication, in order to create professional figures capable of acting within an evolving/developing scenario.
Course Program: The course involves crossed-contributions in areas such as: Digital New Media, Corporate Identity, Product Communication, Publishing, Design History and Contemporary Expressive Languages. Emphasis will be given to widespread softwares used in the creation of Vectorial Graphics, Brands and Logos, Publishing, Editing, Animation and Multimedia. The Graphic Design Master offers a complete program using careful balance of theory, method and project experience. To this end it utilizes the collaboration of Advertising Agencies and Design Studios, as well as testimonials and professors of the specific professional fields. The course is also enriched by specific studies such as ‘Graphic Elements for iPhone and iPad’. Vicolo Santa Maria Maggiore, 1
50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
IED Firenze I Master GD
Firenze
Who can apply for the Master: The Master is open to post-graduates with diverse majors that have graphic or design skills, students with an Associates Degree (University or equivalent recognized title) in Graphics or Industrial Design, students coming from Fine Arts Academies, Architecture and candidates that have significant professional experiences in the fields and that are interested in deepening their knowledge of Graphic Design and Creative Project Management.
Professional Figure: The Graphic Design figure is particularly dynamic. A Graphic Designer today is not only an expert in Visual Languages, but also a director of Communication Strategies based on the sign that is expressed on physical support in both real locations and virtual environments. The Graphic Designer works in Advertisement and Communication Companies, in Web Agencies, in Publishing Houses or as a Freelancer in his own facility. A Graphic Designer produces Branding and Corporate Identity projects by developing informational materials, pamphlets, catalogues, advertisement campaigns, packaging, environmental graphics, and multimedia. The job market for this figure is constantly shifting, even more so in recent years, when companies began investing in the web. The Graphic Designer specialized in the field of Web Communication is a figure capable of interacting with multiple clients in different fields thanks to a developed versatility. This professional figure, in fact, has the tools necessary to keep updated and anticipate the times offering innovative solutions to its clients.
Didactic Method: The study path adopts an effective dynamic method that includes theoretical lessons, practical exercises (both individual and group work), design laboratories and technical classes. The topics studied aim at an in-depth analysis of all the possible applications of Visual Languages, from the traditional ones to the most currently interesting ones as far as content and market potential.
Vicolo Santa Maria Maggiore, 1
50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
IED Firenze I Master GD
Firenze
Master Professional in
GRAPHIC DESIGN focus on new media & web communication
PROGRAM The Master will focus on the concept of Graphic Design with a wider view incorporating creative design and direction, communication dynamics and creativity-developing techniques. Emphasis is given to the skills and strategic knowledge of communication, used to facilitate project integrity within the guidelines given by the commissioner.
Module 01 - CULTURAL AREA - Art History (History of Figurative Arts)
The course analyses the main artistic currents in their historical development and stylistic contexts, facing cultural and social aspects as well as evaluating their impact on collective imaginary. The course will be held with guided visits to Florence’s Museums.
- History of Design, Graphics and Communication
A study path beginning with prehistoric graffiti and ending with the new trends and fashions of Communication. This course will focus mainly on the major events of the XXth century.
- Semiotics
Semiotics is the study of “sign” or “meaning”; the essential element of every form of communication, including graphic designer’s creative communications. Graphic design is interpreted as a story regulated by a code, making it different from every other phenomena of communication. Semiotics helps define this code.
- Visual Communication
This course aims at stimulating the student’s approach to different inputs constantly received by diverse communication medias.
- Sociology of Communication
The historical relationship between the media and society. The various meanings of “communication”; a history of the media up to the advent of the internet; the current “global village” phenomenon.
- Marketing (Viral & Guerrilla)
The different market segments, analysis of the critical factors of success. Aspects of marketing: consumer behavior and needs, product values, consumer satisfaction. Analysis and use of internet as a communication and business tool. On line & off line marketing: measurements of efficiency.
Vicolo Santa Maria Maggiore, 1
50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
IED Firenze I Master GD
Firenze Module 02 - TECHNIQUES AND TOOLS Design experiences and in-depth analysis of areas connected to Visual Communication:
- Illustration
The use of illustration to visually communicate information (drawing, painting, photograph)
- Color & Print (printing technologies: pre-press)
Preparing definitive proofs for production, for both high-end and digital press. Proofreading. Budgeting – production costs.
- Typography & Type direction
A foundation in graphic design: history, design, review and the proper use of typefaces, composition of text and images, designing pages with balance between various elements.
Adobe Suite advanced: • • • •
Photoshop Illustrator InDesign Introduction to Flash
Media Design: - Elements of digital photography - Video Design - Web Communication & Social Media - Graphic Elements for iPhone & iPad Each of these areas include an introductory session, case history analysis presented by professionals of the different fields, individual and group practical exercises, and real-time professional simulations of team interactions.
Vicolo Santa Maria Maggiore, 1
50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
IED Firenze I Master GD
Firenze Module 03 - PROJECT - Creative Process
Looking at problems or situations from a fresh perspective that suggests differents solutions, involving the discovery of new ideas and concepts.
- Corporate & Coordinate Image
The study of all the elements that create the visual identity of the company (study name, logo, business card, registered paper). The corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers.
- Corporate Identity
The strategies of corporations and public bodies; analysis of communication problems, project planning and execution; using brands, typography and colour codes; creating a corporate image handbook.
- Publishing Design
Constructing text “stories” and images in the context of complex publications such as magazines, newspapers, corporate brochures etc. Analysis of each production phase from conception to creating the final proof.
- Packaging
Looks at packaging as the consumer’s initial experience of the product and of brand corporate identity. Studies names, logos, roughs, mock-ups and final products.
- Presentation Techniques
Public speaking techniques; how to structure theoretical arguments to support a presentation for a visual communication project.
- Merchandising
The methods, practices and operations used to promote and sustain the commercial activity. The variety of products available for sale and the display of those products in such a way that it stimulates customers interest.
- Advertising (management and business communication)
Introduction to business communication topics: communicating, informing, promoting. Managing communication strategies. Project methodology. Managing multidisciplinary teams.
- Accounting & Professional development
Seminars on topics in communication, marketing, business studies, project presentation skills, client relationship management, administration, finance and laws related to the profession.
Vicolo Santa Maria Maggiore, 1
50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
IED Firenze I Master GD
Firenze FINAL WORK Development of a final project that is in line with the course contents. The final project can be developed individually or within a small group and is generally connected to a company, recreating the relationship between commissioner and freelance studio. The purpose of the final work is to direct the study path towards the field or area that the student is most interested in, and allow them to begin a professional career. A team of professors and/or tutors will follow the students in the creation of their chosen final work in order to maintain high quality standards. The final work is necessary to enrich the student’s portfolio that will include, as well as the final work, many of the projects produced during the other courses and exams. Examples of possible Final Works _Creation of a pamphlet for a Theatre _Creation of a webzine _Graphic creation of an iPad application _Creation of an application for Facebook _Coordinated graphics for an event/project _Packaging and graphics for a product _Advertisement campaign (online, video and paper products) _Advertisement campaign through Social Media Didactic activities will be integrated with themed workshops and a cycle of seminars held by significant and recognized companies in the fields, which are dedicated to the analysis of specific aspects.
photo by Studio Kmzero Vicolo Santa Maria Maggiore, 1
50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
IED Firenze I Master GD
Firenze
General information STARTING DATE April 2011 LOCATION IED Firenze C/o Casa della Creatività Vicolo Santa Maria Maggiore 50123 Florence - Italy DURATION AND ATTENDANCE 12 months, attendance compulsory, full-time (excluding summer holiday) LANGUAGE English COSTS AND FINANCING € 16.000,00 Enrolment fee: € 3.500,00 Tuition fee: € 12.500,00 For further information about the different methods of payment, please contact the Master Office of IED Florence. iPAD A free iPAD will be provided for each student enrolled. The iPAD will remain property of the student. CLOSED ATTENDANCE NUMBER The Master course can be attended by a limited number of students that is defined by the people responsible for the coordination of the Master course according to specific teaching requirements. STRUCTURES AND FACILITES Classrooms offer work stations for students and computers equipped with graphic software and access to the Internet. The participants in the Master course can also use the structures and facilities put at disposal by IED Florence. DIPLOMA Students who successfully attended at least 75% of the lessons and who were active participants in projects developed during the Master course will get the Certificate issued by Istituto Europeo di Design - (IED - European Institute of Design). PLACEMENT At the end of the Master each student may attend an internship in Graphic, Advertising or Publishing Company. ADMISSION In order to participate in the Master course, it is necessary to fill in the Application Form and send it to IED Firenze together with the following documents: > Curriculum Vitae in English (with the specification of the software used) > Portfolio > Motivation letter in English > Graduation certificate (or equivalent certificate)
Vicolo Santa Maria Maggiore, 1
50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
IED Firenze I Master GD
IED - Istituto Europeo di Design Arti Visive - Firenze Vicolo Santa Maria Maggiore, 1 50123 Firenze - Italia tel +39 055 2676311 fax +39 055 2645685 infoflorence@ied.edu www.ied.it www.ied.edu
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