Course detail
Theory of Visual Style in Design
FSI-9VDEAcad. year: 2023/2024
The subject is based on individual study of the visual style theory in design. The accent is given to theory of design mastering, to semantic properties of design, basic rules of the composition and adjustment relations, colors theory, work with types and signs, etc. Visual style is understood like conceptual design view to complex design creation.
Language of instruction
Czech
Mode of study
Not applicable.
Guarantor
Entry knowledge
The overview of both the theory and practice of visual communication design, and their principles is assumed. The practical semiology and psychology experience is welcome.
Rules for evaluation and completion of the course
On the base of own analysis projects given to consultations is verified general orientation in the theory and practical knowledge of visual style in both the graphic design and the industrial design. The final work - the case-study. Combined written and oral examination.
The consultations are sattled individualy. The attendance in lectures is recommended.
The consultations are sattled individualy. The attendance in lectures is recommended.
Aims
Creation of visual style in various fields of design, and application of it in creative work leading to the corporate design and corporate identity.
Mastering of the visual style creation, and application of acquired knowledges into both the theoretical and creative work.
Mastering of the visual style creation, and application of acquired knowledges into both the theoretical and creative work.
Study aids
Not applicable.
Prerequisites and corequisites
Not applicable.
Basic literature
Henrion, Parkin: Design coordination and corporate image. Londýn – Vista, 1968
Ollins W.: Corporate Identity weltweit. Frankfurt – Campus, 1995
Svoboda V.: Corporate identity. Zlín - FMK UTB, 2003
Ollins W.: Corporate Identity weltweit. Frankfurt – Campus, 1995
Svoboda V.: Corporate identity. Zlín - FMK UTB, 2003
Recommended reading
Rajlich J.: Značka a jednotný vizuální styl. Brno - Mospra, 1991
Classification of course in study plans
Type of course unit
Lecture
20 hod., optionally
Teacher / Lecturer
Syllabus
• Basic terms, philosophy of design;
• Structural elements of design - composition, the shape, surfaces, the mass, colours;
• Type and sign systems;
• Applicated semiotic - sign form of design;
• Coordinated design, history and present;
• Corporate identity programm, design manual;
• Corporate design;
• Practical application of visual style.
• Structural elements of design - composition, the shape, surfaces, the mass, colours;
• Type and sign systems;
• Applicated semiotic - sign form of design;
• Coordinated design, history and present;
• Corporate identity programm, design manual;
• Corporate design;
• Practical application of visual style.