Theory of Visual Style in Design (FSI-9VDE)

Academic year 2022/2023
Supervisor: doc. Ing. arch. Jan Rajlich  
Supervising institute: ÚK all courses guaranted by this institute
Teaching language: Czech or English
Aims of the course unit:
Creation of visual style in various fields of design, and application of it in creative work leading to the corporate design and corporate identity.
Learning outcomes and competences:
Mastering of the visual style creation, and application of acquired knowledges into both the theoretical and creative work.
Prerequisites:
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.
Course contents:
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.
Teaching methods and criteria:
The course is taught through lectures explaining the basic principles and theory of the discipline.
Assesment methods and criteria linked to learning outcomes:
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.
Controlled participation in lessons:
The consultations are sattled individualy. The attendance in lectures is recommended.
Type of course unit:
    Lecture  10 × 2 hrs. optionally                  
Course curriculum:
    Lecture • 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.
Literature - fundamental:
1. Henrion, Parkin: Design coordination and corporate image. Londýn – Vista, 1968
2. Ollins W.: Corporate Identity weltweit. Frankfurt – Campus, 1995
3. Svoboda V.: Corporate identity. Zlín - FMK UTB, 2003
Literature - recommended:
1. Rajlich J.: Značka a jednotný vizuální styl. Brno - Mospra, 1991
The study programmes with the given course:
Programme Study form Branch Spec. Final classification   Course-unit credits     Obligation     Level     Year     Semester  
D-KPI-K combined study --- no specialisation -- DrEx 0 Recommended course 3 1 S
D-KPI-P full-time study --- no specialisation -- DrEx 0 Recommended course 3 1 S