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B54724 - Visual Communication

Course specification
Type of study Bachelor academic studies
Study programme
Course title Visual Communication
Acronym Status Semester Number of classes ECTS
B54724 elective 7 2L + E 5.0
Lecturers
Lecturer
Lecturer/Associate (practicals)
    Prerequisite Form of prerequisites
    Learning objectives
    Training students to think abstractly and acquire basic knowledge in the field. The goal of this program is to provide students with the theoretical and practical work in this field, know the basics of visual communication as a fundamental area for the study and practice of graphic design. Communication is one of the basic human needs and man has done it from the earliest days through the first drawings in the caves, then through pictograms and pictorial letters, to modern visual messaging. Pictograms are very convenient for communication because they overcome language barriers. The development of new communication technologies and the need for faster communication imposed the greater need for using the existing ones, as well as creating new pictograms. Without a good logomark and logotype, visual communication in the contemporary way of advertising and developing a quality brand is almost unimaginable. In addition to existing examples, students will be trained to create new pictograms, logotypes and logomarks.
    Learning outcomes
    The acquired knowledge is used in the profession, independent work and further education.
    Content
    Introduction to the subject, the concept of visual communication and its significance. Fields of pictograms, logotypes, signatures and logomarks are being studied. From pictograms from paleolith to pictograms of urban environments and computer communications. The form of graphic simplified symbols in visual communication. Classification of pictograms by form and purpose. Visual communication in the interior and exterior. EXERCISE 1. – Pictogram, on the topic 3 pieces. Notion of logotype. Logotype of company, product or event. EXERCISE 2. – Logotype of the term, on the topic 3 pieces. Logomarks and method of classification. Redesign of logomarks and analysis of examples. Visual identity. Basic standards for creating a visual identity of company, product or event. Logomark, logotype, color, lettering, signage in interior and exterior, bussines documentation and advertising gadgets. Presentation style of design work. Contemporary designer logomark. Brand and elements that affect the creation of brand. Examples from domestic and foreign practices. Graphic standards. In this part students apply acquired knowledge from previous exercises and present this result through a more complex task. Book of graphic standards, explanations and examples. EXERCISE 3. – Logomark and logotype. EXERCISE 4. – Application of logomark and logotype on bussines documentation (memorandum, envelope, bussines card…).
    Teaching Methods
    Lectures, exercise and consultations.
    Literature
    1. Anistatija Miller, Jared Bronjn, Logos: Making a Strong Mark, Rockport, 2004 (Original title)
    2. Fruht, M.; Rakić, M.; Rakić, I., Grafički dizajn kreacija za tržište, Zavod za izdavanje udžbenika i nastavnih sredstava, Beograd, 2004 (Original title)
    3. Nedeljković, M., Marketinški priručnik, D.O.O, Dnevnik - Novine i časopisi, Novi Sad, 2001 (Original title)
    4. Nedeljković, S.; Nedeljković, U., Pismo i tipografija, Fakultet tehničkih nauka, Novi Sad, 2012 (Original title)
    Evaluation and grading
    Written (graphic works) and final exam.