Degree on Graphic Design
Curriculum

First Year

Artistic Drawing

Visual organization of shape and form. Formal elements: line, plane, colour. Layout and composition in bidimensional space. Formal relationships: tension, rhythm direction, placement. Soportes. Formats and materials. The bidimensional representation. Techniques and procedures. The human figure in movement. Memory and drawing.

Volume

The three dimensional space. Organization of form. Techniques, materials, and procedures. Expression, and creativity of three dimensional forms.

Colour Theory

Light, and colour. Physical nature of colour. Colour perception. Measurement of colour. Colour models: solids, and numerical systems, CIE system; colour models y digital technology. Interaction of colour. Harmony, and contrast. The meaning of colour. Colour in graphic design and visual communication.

Image Theory

Image, its classification. Image, and perception. Visual perception: psycho physical principles of visual process. Theories of perception: Gestalt, psycho physical, and cognitive theories. Other theoretical approaches. Perception, and representation. Image in communication. Formal, and semantic analysis of graphic image.

History and Theory of Art and Design

Art, design, and artistic expression. Artistic movements in 19th Century: architecture, painting, sculpture; the applied arts. Art and design in industrial era. Avant-garde movements in the beginning of 20th Century. Movements in architecture, painting and sculpture. Arts after World War II. More recent artistic trends. Art and mass culture. Cinema, comic, and other audiovisual references.

Scientific Foundations

The method of science. Mathematical foundations. Geometry. Numerical methods for analysis and simulation. Statistical methods. Probabilities and calculus. Physical and chemist principles. Nature of light and optical bases. Instruments and devices. Materials. Endurance and resistance. Elasticity. Mecanic behaviour. Treatment and modification of materials.

Representation Systems

Foundations of plane geometry. Space representation. Projection systems; their foundations. Diedric system, Axonometric projection: Isometric, dimetric and trimetric projection. Oblique projection and cavalier perspective. Shadows. Conic projection. Shadows in conic perspective.

Projects and Basic Workshop

Design concept. The practice of design. Methodology. Processes and techniques. The project in design. Graphic design in visual communication. Specific methods. Creative processes in design. Análisis systems. Techniques and procedures y design projects.

Digital Technology I

Computer science foundations: Boolean algebra, binary system. Computer systems. Hardware and software. Peripheral equipment. Computer architecture. Processor. Memory, its classification. Foundations of digital image. Scanning procedures. Digital file formats. Vectorial digital files. Vector and bitmap pictures. Most common applications in graphic design.

> up

Second Year

Expression Techniques

Communication and visual expression. Materials, instruments. Supports and media. Traditional procedures and techniques. Mixing techniques and collage. Painting procedures and techniques. Experimental techniques: copy art, photo collage, digital images. Expressive and technical resources in graphic design.

History and Theory of Design I

Art and design in history. The invention of printing. Typography and publishing in the Renaissance. Books and prints in the spreading of culture. Technology in 19th Century. The Arts and Crafts Movement and the beginning of industry. Influence of avant-garde movements. Bauhaus and Modern Movement. Other forms of design in early 20th Century. Design and industrial society.

Projects of Graphic Design I

Expression and communication in bi dimensional space. The nature of graphic design. Determining factors in design process. Methodology of graphic design. Formats and supports. Formal layout and communication. Typography and image. Colour. The graphic sign. Introduction to the graphic project. Techniques and procedures.

Visual Communication Theory

Graphic design and visual communication. The communication process. Theoretical approaches. Semiotics and other structuralism theories. The practice of communication. Interpersonal communication. Perspectives of non verbal communication. Merchandising. Communication and mass media. Models of organization of mass media. Communication and market.

Typography

Writing and typography. Function of typography. The typographical character. Classification. Evolution of typographical forms. The page: esthetical and functional order. Proportion and type spacing. Type measurement systems. The point system. Organization of text; typographical hierarchy. Legibility. Typesetting system: cold and hot metal setting; digital typesetting: features and formats. Desktop publishing systems. Software for type layout and electronic publishing.

Digital Technology II

Software for vector drawing. Software for photographic bitmap images. Integration of different files in communication media. Set up of digital systems. Networks and the information society. Introduction to multimedia communication. Foundations of Internet electronic publishing.

Printing Technology

Reproduction of original images. Colour selection procedures. Paper in printing process. Inks; their composition and their use. Page layout preparation. Printing processes: letterpress, rotogravure, offset, screenprinting, flexography. Digital systems of reproduction and printing. UCR techniques. Computer to plate procedures. Software for printing. Preparation of files. Page description languages. PostScript and others. Direct printing systems.

Photography

Basic principles. Light and photographic process. The camera, their types. Objective lenses. Diaphragm and F number. Aperture and shutter. The photographic medium. Exposure and control of sensible material. Main features. Film developing. Laboratory organization. Photography in graphic design. Creative expression and photography.

> up
Third Year

History and Theory of Design II

The influences of avant-garde movement. Graphic design and advertising in United States. The International Style. Influence of audiovisual media. The role of cinema and television. The crisis of Rationalism and the critical movements: Punk, New Wave and other counterculture trends. Influence of new digital technology. Graphic design and Internet in early 21st Century.

Projects of Graphic Design II

Graphic Design and project activity. Analysis methods. Creative procedures. Methodology of design and production systems. Techniques and procedures. The practice of graphic design. Design and corporate communication: principles and methodology. Books and magazine publishing. Information and sign systems. Persuasive communication and advertising. Graphic design and electronic media. The design project management.

Illustration

Drawing, design and illustration. Function of illustration in visual communication. Methodology and working planning. Materials for illustration. Most used techniques and procedures. Integration of pictures in publishing design. Integration of pictures in electronic media.

Audiovisual

Audiovisual language and graphic design. Moving images. Sound. Audiovisual edition. The cinetic narrative. Elements of audiovisual language. Analogic and digital edition. The audiovisual project. Processes and methodology. Television graphics.

Multimedia Technology

Digital communication and networks. Communication protocols. Device connection and network management. Internet in visual communication. Hypertext. Programming languages and information structure. Interactive information systems. Internet. Electronic publishing in Internet.

Management and Applied Law

Management of professional activity. Quality control and certification. Legal aspects of professional activity. Intellectual property right. Industrial property. Professional associations. Icograda and other institutions. Advertising legislation. New technology legislation.

Sociology

Socialization process and social rules. Estratification and classes. Culture and society. Norms and values. Diversity and cultural identity: etnocentrism. Cultural models. Language and tongues. Ethnicity, race and religion. Types of religious organization. The daily life. Social rules. Primary and secondary groups. Formal organizations and bureaucracy. Globalization of social life. World mass communication media. Social change and conflict. The postindustrial society.

> up

Fourth Year

Personal project with the guidance of a tutor.
One semester.

> up

Optional Subjects
[for second and third year]

Digital Photography

Light and colour in digital photography. Systems of digital photography. Procedures and techniques. Graphic file formats. Dgital technology cameras. Analogic cameras in digital photography. Other methods of scanning. Colour control systems. Retouching and manipulation of pictures. Most used software. Digital printing techniques.

Animation

Audiovisual language for animation. Screenplay and story board. Traditional animation techniques. Digital animation techniques. Animation methodology. The sound in animation.

Computer Graphics

Foundations of three dimensional modelling. Plane, volumetric and polygonal geometry. Primitive geometry forms. Curve geometry. Types of curves: Bézier, Spline, B Spline, Nurbs. Boolean operatons. Groups and hierarchy. Digital methods of luminic calculus: uniform, Gouraud, Phong, ray-tracing. Render quality. Scenography. Lighting. Camera. Software for three dimensional modelling.

Three Dimensional Graphics

Graphic communication in spatial enviroment. Packaging; techniques and methodology. Exhibition design: techniques and methodology. Pedagogical images in spatial enviroment. Three dimensional graphics and virtual enviroments.

Information Graphics

Graphic treatment of information. Function and analysis. Methodoly and procedures. Interactive information systems. The user graphic interface in electronic media. Symbolic communication. Pictures in information systems.

Advertising

Communication and advertising. Advertising theory. Attention and interpretation in persuasive communication. Estrategies of communication. Creativity in advertising. Creative approaches. The creative and production process. Techniques of graphic design in advertisign.

Graphic Narrative

Graphic narrative as an expressive medium. Comic and secuencial art. Methods of analysis. Elements of graphic narrative. Codes. Reading, rhythm and page layout. The screenplay. Narrative procedures. Techniques of illustration and design for graphic narrative. Formats.

Engraving Techniques

Plastic expresión and engraving. Graphic design and engraving. Foundations of engraving tehnuques. Inks. Paper and other printing supports. Calcographic engraving procedures. lithographic engraving procedures. Prints in books and publishing design.

> up