» Exercise lateral thinking – approaching the unknown, crossing boundaries, engaging in multi-disciplinary ways
» Collaborate – participative design, to learn from others and engage in joint creative effort
» Have a Reflective & Balanced Practice – concerns span social, cultural and business contexts
B.Des. in Visual Communication andStrategic BrandingLevel – Undergraduate (Professional) awarded by
Bengaluru Central University
FOUNDATION STUDIES introduces students to basic principles and tools of Art and Design through contextual studies and hands-on learning. STUDIOS are learning spaces where students develop core disciplinary skills and knowledge, while navigating a trans-disciplinary environment WORKSHOPS provide intense learning experiences inmaking and doing, acrossthe different disciplines. GENERAL STUDIES are designed to develop and broaden a world view through liberal arts modules. CO-CURRICULAR ACTIVITIESprovide opportunities for students to stay healthy as well as broaden their talents in various activities.
CHARETTES are end of semester challenges that allow students to apply their learning from the studios and workshops to participate in brief-driven, quick-fire design assignments INTERIM encourages talent through an open-ended framework for learning by engaging with contemporary artistic practices. Contemporary artists are invited from all over the world to lead this. INTERNSHIP requires working in a professional art or design studio, organization or industry. It provides students an opportunity to applytheir learning and obtain professional inputs.
PROJECTS in the final year are the synthesis and demonstration of capabilities
acquired. The first semester includes a qualifying research project; the second a Final Thesis project which is interdisciplinary, withina current context. ABILITY & SKILL ENHANCEMENT COURSES (AEC), (SEC) include learning units that enable enrichment of knowledge specific to a discipline, or are skill-basedand are aimed at providing hands-on-training and competencies.
UPON SUCCESSFUL COMPLETION OF THIS COURSE GRADUATES WILL HAVE DEVELOPED THE FOLLOWING CAPABILITIES:
STUDIOVISUAL TOOLSUnderstand and engage with the building blocks of visual language. Develop competency in applying the fundamentals – first the elements and then the principles of design. Learn to manipulate Colour, Shape, Form & Format, Typography and Layout Design in order to communicate a specific idea.
RESEARCHING THE PRACTICEExamine and reflect on the evolution of the practice of Visual Communication Design. Explore the myriad influences that societies, politics, culture and economics have had on the field of Visual Communication Design. Understand the impact of history and context on design, and the pivotal role that visual communication plays in defining the Zeitgeist. Through research and reflection, gain contextual knowledge on the evolution of contemporary visual design. Create visual artifacts that reflect this informed perspective.
FORM, FUNCTION AND EXPRESSION IN PRINT DESIGNEngage with the elements and principles involved in layout design. Arrange and organize text, images and visual elements to communicate a specific order and hierarchy. Communicate complex and unstructured information in printed documents such as postcards, posters, brochures, program booklets, magazines or books. Acquire a strong grasp of the dynamics of grids, typography and content structuring as applied to multitiered information.
DIGITAL INTERFACESDesign and develop screen based interfaces based on an understanding of visual design in the digital medium and principles of interaction design. Consider end-user requirements as well as possibilities and limitations of code in the proposed visual design. Design aesthetically pleasing and functionally
robust interfaces using HTML, Processing or Javascript.
INTERACTION DESIGN IUnderstand the underlying principles and frameworks of interaction design in the context of visual communication design. Engage with the principles and evaluation of interactions, requirement specification, information architecture and task-flow modelling. Methods of ideation, concept development of interactions, and formative evaluation methods contribute to effective Interaction Design. Demonstrate the learning through the design and development of an example of effective interaction design.
INFORMATION VISUALIZATIONGather, filter, and present complex, unstructured data in accordance with visual design principles to make it viewable and meaningful. Conduct independent research using various methods of data collection, analysis and categorization. Visualize this data and develop visualization systems by applying knowledge of the elements and principles of visual design.
PRODUCTION PROCESSES FOR PRINTEngage with print and production processes and techniques for a variety of print-based communication mediums prevalent in the graphic design, publishing and advertising industry today. Identify an appropriate production process, a suitable substrate and then generate error-free, print-ready documents. Gain an understanding of the intricacies of print-production and postprinting processes through visits to local paper, printing and finishing industries.
BUSINESS OF COMMUNICATION: ADVERTISING PART 1Understand the principles of effective advertising design, and apply this knowledge to create simple advertising messages. Create
communication material for a business through an effective and impactful advertising campaign in the print medium. Engage with the complete process - decode a client brief, write a powerful advertising strategy, develop the critical ability to evaluate an advertisement and execute the idea demonstrating competency in manipulating visual language.
TYPOGRAPHIC FORM & COMMUNICATIONEngage with typography from both visual and verbal perspectives. Understand the fundamental technical terminology associated with this field. Explore the scripts of English as well as a vernacular Indian language to examine characteristics of form and meaning. Work with typography across languages to create cohesive text and image artwork that communicates a specific idea. Experiment with creative expression and conceptual thinking in developing typographic artwork.
VISUAL STORYTELLINGExplore and practise the art of storytelling through different forms of visual narratives. Experiment with multiple mediums, forms and formats. Propose stories based on diverse contexts within history, politics, culture, environment or music, to name a few. Develop characters, storyline and plot to weave a narrative for a particular target audience. Demonstrate skill in illustration, authorship and storytelling.
IMPACTING PUBLIC SPACESExamine and reflect on the influence of the visual medium within the context of spatial design. Apply the principles of visual design in the context of large 3D spaces. Draw on knowledge from layout design, information design and brand strategy to craft visual experiences that impact a public space in the areas of Retail, Wayfinding, and, Exhibition.
SIGNS, SYMBOLS & METAPHORUnderstand the nature and meaning of symbolic and metaphoric visual representations of ideas. Examine visual icons that are associated with social, political and cultural movements or behaviours. Consider the impact of iconography in the contexts of business and technology. Use signs, symbols and metaphors to express a conceptual idea within a specified context.
WORKSHOPSDRAWING & SKETCHING FOR IDEATIONUse sketching and drawing as an essential tool in the visual thinking process. Generate visual ideas through externalising mental imagery. Combine and apply multiple techniques to propose creative visual ideas. Use drawing as a tool for cognitive exploration as well as idea generation.
PHOTOGRAPHY & IMAGINGUnderstand the fundamentals of light and lighting in the context of photography. Apply technical knowledge of photographic techniques combined with an understanding of visual language to capture an image. Consider context, meaning and intent in the conceptualization process.
SCREEN PRINTINGGain knowledge of the technical aspects of the process of screen printing and combine this knowledge with a creative process to propose and craft screenprinted artwork. Practise techniques of screenprinting to demonstrate skillful competency in designing and executing a screen printed artifact from concept to finished artwork.
CALLIGRAPHY - FORM, TECHNIQUE AND DESIGNExplore calligraphy as a creative and artistic interpretation of hand-writing. Practise the art of forming language symbols by hand and arranging them in aesthetic
and meaningful ways. Position and inscribe words to reflect integrity, harmony, ancestry, rhythm and creative expression. Work with traditional as well as contemporary techniques and tools, and investigate different styles of calligraphy to develop personal and customized visual forms.
TRAVELLING SIGNSExamine and explore symbols and semiotics in the context of globalization and migration of people, goods and services. Consider the impact of cultural mores and language on contemporary visual iconography. Compare and contrast geography-specific symbology with global visual cues and reflect on emerging universal visual languages.Craft symbols that are informed by this perspective in order to communicate with a defined target audience.
STUDIOBUSINESS OF IDENTITIES: STRATEGIC BRANDING AND BUSINESS DESIGNGain comprehensive understanding of business and marketing challenges in the context of branding and identity design. Combine the knowledge of brand vision & mission and of principles of visual design to develop a complete identity leading to the design of a variety of communication / marketing collateral items. Align business goals with effective use of visual design and design thinking process.
EXPERIMENTAL TYPOGRAPHYDevelop an experimental approach to working with and using Type in relation to syntax and visual communication. Bend and stretch principles and fundamentals of Typographic Design in unexpected ways to express personal/abstract ideas. Move away from the conventional mediums and materials of typographic form to cross established boundaries.
ILLUSTRATION FOR COMMUNICATIONCommunicate specific ideas through illustration to a particular target audience in the context ofthe publishing industry. Apply design thinking to develop concepts, mediums and unique visual styles. Develop and detail these illustrations, informed by contextual understanding of historical, socio-cultural considerations as well as changing trends in illustrations.
UNDERSTANDING THE VISUAL GRAMMAR OF DIVERSITY: SOCIAL COMMUNICATIONExamine, reflect and contextualize the role of social communication through research that takes into consideration diverse local, regional and global contexts. Consider ways in which visual communication can drive social change in the areas of social responsibility and sustainability.
BUSINESS OF COMMUNICATION: ADVERTISING PART 2Focus on the world of brands and understand what is a brand, what makes a brand and how to craft a brand strategy, to build a close and enduring relationship with a specific consumer segment. Identify vital insights that make a brand strategy penetrative and effective. Apply this learning and develop an advertising campaign for a brand in order to communicate and support the business strategy and marketing objectives.
PROFESSIONAL PRACTICEExamine the role of the designer vis-à-vis the industry. Consider various roles and responsibilities of a design professional, across social, economic, cultural and environmental contexts. Understand larger ecosystem and allied industries/disciplines within which the design professional functions such as suppliers, printers, fabricators, coders among others. Address areas with regard to clients, meeting deadlines, drawing up contracts, freelance and fulltime engagements in design practice. Develop self-promotional material along with presentation skills will be encouraged.
WORKSHOPSLETTERFORM DESIGNUnderstand how and why letterforms work seamlessly when they are used to set words, sentences and paragraphs. Prototype letterform drawings to build a foundational understanding. Develop basic ability to use type design tools to create and propose new design for letterforms. Consider context and intent in developing letterforms.
LETTERPRESS PRINTINGGain knowledge of the historical milestones in the printing and type-setting industry. Engage with the process and tools of letterpress printing. Conceptualize, design and craft artwork using the
process of letterpress printing.
BOOK MAKING/BOOK ARTDeconstruct the conventional idea of the book as an object and challenge its form, format and materiality. Explore the book as a medium to communicate of ideas and propose innovative ways to interact with the book.
COMMUNICATION & PRESENTATIONPractice visual and verbal communication with clarity and confidence. Learn strategies to connect with the audience to make impactful presentations. Deepen learning and understanding through case studies, and interactive sessions.
DESIGN RESEARCH IApply primary and secondary research methods that can be used to inform design. Engage with tools and techniques for observation, documentation, analysis and synthesis of the research leading to an insight. Apply the learning to specific contexts through hands on exercises and field work.
