60
Industrial Design
REGGIO DI CALABRIA
Overview
Date/time interval
Syllabus
Course Objectives
Qualifying Objectives
- Provide critical and design tools to understand and operate within the field of contemporary visual communication.
- Deepen the strategic and cultural value of design.
- Approach visual identity as a language, not as a mere stylistic exercise.
- Develop conscious design visions capable of interpreting corporate or territorial contexts.
- Translate visions into coherent visual systems.
Specific Objectives
- Produce high-quality graphic outputs by applying the main compositional principles of editorial design.
- Understand the role of visual communication in corporate culture and territorial development.
- Strengthen critical reading of visual languages and the construction of effective design narratives.
- Enhance communication and argumentation skills, both visual (book, boards, slideshow) and oral.
- Foster autonomy of judgment, critical thinking, and the ability to learn through design experience and interaction with external stakeholders.
Course Prerequisites
- Mastery of the main graphic software: solid operational knowledge of Adobe Illustrator, Adobe InDesign, and Adobe Photoshop, required for the development of exercises and practical projects.
- Good understanding of the fundamentals of communication design: knowledge of the basic principles of visual design and visual communication, including perception, composition, color, and typography.
- Familiarity with design methods and culture: understanding of design processes, from research to ideation and final realization.
- Knowledge of contemporary media: awareness of current communication media and their impact on the dissemination and perception of messages.
- Critical analysis and theoretical reflection skills: ability to understand and evaluate the strategic, cultural, and social value of visual communication in the modern context.
- Basic competencies in visual semiotics: preliminary knowledge of visual signs and communication codes, useful for exploring strategic visual language.
- Experience in managing individual and group projects: ability to organize and develop complex design work, including collaboration with other students and external stakeholders.
Teaching Methods
Type of Educational Activities
- Lectures: 15 hours
- Laboratory and project activities: 30 hours
- Seminars: 15 hours
Student Independent Work
- Study and bibliographic research
- Development of individual and group projects
- Preparation of examination materials (portfolio, presentations, theoretical report)
- Intermediate assessments on exercises and active participation.
Assessment Methods
Exam format: Theory / Practice
Presentation of the individual project
Required outputs: project book (including editorial and typographic study: format, paper, binding, fonts, grid, etc.), slideshow, and any explanatory boards.
Presentation of the group project
The outputs may take different forms (visual identity, copywriting, manifesto, campaign, digital tools, audiovisual materials, editorial products, etc.) at the group’s discretion, with a focus on the ability to generate visions and visual narratives for the territory.
Individual theoretical report
An in-depth study chosen by the student, either a critical reflection or a case study analysis.
Texts
Preparatory Bibliography
- Design e comunicazione visiva – Bruno Munari – Laterza
- Manuale di storia del design – Domitilla Dardi, Vanni Pasca – SilvanaEditoriale
Core Bibliography
- Cultura convergente – Henry Jenkins – Apogeo Education
- Filosofia del graphic design – Riccardo Falcinelli – Einaudi
- Pensieri sul Design – Paul Rand – Postmedia Books
- Piccolo manuale strategia oceano blu – W. Chan Kim, Renée Mauborgne – Rizzoli Etas
Suggested Manuals
- Colorpedia. Guida ai colori per Graphic Designer – Sean Adams – Logos Edizioni
- Fare grafica editoriale – Franco Achilli – Editrice Bibliografica
- Il paratesto – a cura di Cristina Demaria e Riccardo Fedriga – Edizioni Sylvestre Bonnard
- The Vignelli Canon – Massimo Vignelli – Postmedia Books
In-depth Bibliography
- Abecedario. La grafica del Novecento – Sergio Polano, Pierpaolo Vetta – Electa
- Corporate image. Un secolo di immagine coordinata dall’AEG alla Nike – Vanni Pasca, Dario Russo – Edizioni Lupetti
- Critica portatile al visual design – Riccardo Falcinelli – Einaudi
- Cromorama – Riccardo Falcinelli – Einaudi
- Relazioni produttive. Design e strategia nell’impresa contemporanea – Cabirio Cautela, Francesco Zurlo – Aracne Editrice
- Segni & simboli. Disegno, progetto e significato – Adrian Frutiger – Stampa Alternativa & Graffiti
- Una, nessuna, centomila. L’identità pubblica da logo a piattaforma – Gianni Sinni – Quodlibet
Contents
The Visual Identity course aims to explore the strategic and cultural role of visual communication within contemporary design, with particular attention to systemic design approaches. Students will be guided to understand visual communication design as a generator of languages and visions, rather than a mere stylistic exercise. The course seeks to develop critical, design, and strategic skills through both theoretical and hands-on activities, in line with the educational objectives of the Design program. The topics addressed encourage reflection on visual culture practices, identity construction, the social value of design, and its cultural implications. The educational goal is to provide students with the tools needed for conscious and integrated design of visual systems, both for corporate contexts and for social and cultural initiatives.
More information
Course Program
PHASE 1 – Theoretical Introduction:
- History and culture of design
- Systemic design
- Strategic design
PHASE 2 – Design Workshop
INDIVIDUAL PROJECT – ART DIRECTION FOR COMPANIES
Each student will select a company (with its direct involvement) for which they will develop a visual identity project, using tools and methods of strategic design.
GROUP PROJECT – TERRITORIAL IDENTITY
Each group will work on developing strategic concepts for communicating the territorial identity of Calabria, with the aim of enhancing its cultural, landscape, anthropological, or productive features.
ONGOING – Exercises and Theoretical Insights
- Basics of marketing
- Editorial design and composition
- Graphic software
ONGOING – Seminars
- New Media – curated by Antonio Borzì
- Cultural Projects – curated by Giusi Buono
- Strategic Design and Creative Direction – curated by Vincenzo Castellana
- Typography, materials, and printing technologies – curated by Rubbettino Editore
- Designing Visual Identity Systems – curated by Antonio Iaconesso
- Visual Design in the History of the Compasso d’Oro – curated by Luciano Galimberti (ADI President)
ONGOING – Company Visits
- Rubbettino Editore
- Parco Museo Carta Rubbettino