Credit Points: 30
Study Time: 300 Hours

Visual elements must be used purposefully to communicate information effectively, and address an audience with clear purpose. These elements, including typography, illustration and photography, must unify to create a sum greater than its parts in order to convey subject matter to the intended viewer.

Through Visual Communication in Context 2 you will explore the ordering of information considering visual structures and systems within a defined context and to an intended audience. In this unit you will explore systems that will help you determine information flow and visual hierarchies, and enable you to understand how you can use these complex sets of structures communicate to a viewer across various contexts.

These systems can range from typographic grids and hierarchies that aid the designer to explore layout within a defined set of conventions to an identification system of producing information that works to a set of defined rules.

You will be introduced to issues of concept and style in relation to branding and consumerism, ethics and sustainability in terms of message and production, and developing effective research methods to aid you in making purposeful and well rationalised decisions.

In order to realise the links between theory and practice you will be introduced to the subject through historical backgrounds, semiotics and commercial practices as well as to consider influences of contemporary culture within the creative industries (Contemporary Visual Contexts: Spring Term 2011).

Outline Syllabus
An indicative guide to the content covered by this unit. 

Design principles: grid and layout systems, typographic families, colour principals, meaning and technology Levels of information: categorising, referencing, sequencing, indexing and prioritising subject matter Technical potential: understanding of print and screen based process, making and presentation skills

• Application and audience: corporate identity and branding systems; concept and visual style in relation to specific audiences; packaging and product 
• Environment and context: ethics and sustainability 
• Knowledge and understanding: analysis of existing identification programmes, informational systems; generative systems – strategies for design

Method of Delivery
Studio-based studies supported by study notes, critiques, lectures, seminars, workshops, tutorials and demonstrations.

Aims

A1 To develop knowledge and understanding in relation to the use of information systems within Visual Communication.
A2 To strengthen intellectual skills with regard to the analysis, co-ordination and synthesis of information systems.
A3 To provide the practical skills necessary to identify structure and content and integrate information in order to produce professional and creative design solutions.
A4 To provide an appreciation of the operation of visual systems in broader social, cultural and environmental contexts.

Learning Outcomes
On completion of this unit you will be able to: 

LO1 Demonstrate subject knowledge by describing, using and specifying visual systems within a historical, cultural and contemporary context through practical application.
LO2 Develop intellectual skill by categorising, structuring and relating visual information in systematic ways across different media and other contexts.
LO3 Demonstrate practical skills through the coordinated definition, use and development of: visual plans, grids, and typographic styles; screen based systems and the specification of colour and materials.
LO4 Relate visual systems to other information or organisational structures existing in broader contexts.

Reference Material

Key
Kusters, C., and King, E. (2001). Restart: New Systems in Graphic Design. London: Thames and Hudson.
Muller-Brockmann, J. (1996). Grid Systems in Graphic Design: A Handbook for Graphic Artists, Typographers, and Three Dimensional Designers. Stuttgart: Verlag Gerd Hatje.

Electronic Key Texts
# Baines, P. and Dixon, C. (2008). Signs: Lettering in the Environment. London: Laurence King. pp 6- 93. 
# Samara, T. (2005). Making and Breaking the Grid: A Layout Design Workshop. Rockport Publishers Inc. pp. 14-21
# Calori, C. (2007). Signage and Wayfinding Design: A Complete Guide to Creating Environmental Graphic Design Systems. Hoboken, N.J.: Wiley. 
pp. 2-13.

Recommended
Bierut, M., Drenttel, W. and Heller, S. (eds). (2007). Looking Closer: Bk 5: Critcal Writing on Graphic Design. New York: Allworth Press.
Bourquin, N., Klanten, R. and Mareis, C. (2006). Altitude: Contemporary Swiss Graphic Design Die Gestalten Verlag; Pmplt Mul
Crow, D (2003). Visible Signs: An introduction to semiotics. Ava Publishing.
Felton, P. (2006). The Ten Commandments of Typography: Breaking the Ten Commandments of Typography; Type heresy. London: Merrell.
Haslam, A. (2006). Book Design. London: Laurence King Publishing.
Ind, N. (1990). The Corporate Image. London: Kogan Page.
Kelly, C. (ed.) (2004). IDN Special 03: Examining the Visual Culture of Corporate Identity. Wanchai, Hong Kong: Systems design.
Klein, N. (2000). No Logo. London: Flamingo
Lichtenstein, C. (2006). Playfully Rigid: Swiss Architecture, Graphic Design, Product Design 1950- 2006. Switzerland: Lars Muller Publishers
Lupton, E (2002). Skin: Surface, Substance and Design. London: Laurence King
Mitchell. M. and Wightman, S. (2005). Book Typography: A Designer's Manual.
Marlborough: Libanus.
Mono (2005). Branding: From brief to finished solution. Mies: RotoVision.
Mollerup, P. (2005) Wayshowing: A Guide to Environmental Signage Principles and Practices. Switzerland: Lars Müller Publishers
Neumeier, M. (2005). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design: a Whiteboard Overview. Rev. ed. Berkeley: New Riders.
Mau, B. (2005). Massive Change: The Future of Global Design. London: Phaidon
Maeda, J. (2000). Maeda@Media. London: Thames and Hudson
Noble, I., and Bestley, R. (2005). Visual Research; An Introduction to Research Methodologies in Graphic Design. P.174-183. Lausanne: AVA
Roberts, L and Thrift, J. (2005). The Designer and the Grid. SA: RotoVision
Triggs, T. (2003). The Typographic Experiment: Radical innovation in contemporary type design. London: Thames and Hudson.
Wheeler, A. (2003). Designing Brand Identity: A Complete Guide to Creating, Building and Maintaining Strong Brands. London: John Wiley & Sons

Magazines and Journals
Baseline // Communication Arts // Design Week // Eye Magazine // Graphik // Visible Language

Websites
Emigre