Course detail

Theory of Visual Style in Design

FSI-9VDEAcad. year: 2024/2025

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.

Language of instruction

Czech

Mode of study

Not applicable.

Guarantor

doc. Ing. arch. Jan Rajlich

Department

Institute of Machine and Industrial Design (ÚK)

Entry knowledge

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.

Rules for evaluation and completion of the course

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.
The consultations are sattled individualy. The attendance in lectures is recommended.

Aims

Creation of visual style in various fields of design, and application of it in creative work leading to the corporate design and corporate identity.
Mastering of the visual style creation, and application of acquired knowledges into both the theoretical and creative work.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Henrion, Parkin: Design coordination and corporate image. Londýn – Vista, 1968
Ollins W.: Corporate Identity weltweit. Frankfurt – Campus, 1995
Svoboda V.: Corporate identity. Zlín - FMK UTB, 2003

Recommended reading

Rajlich J.: Značka a jednotný vizuální styl. Brno - Mospra, 1991

Classification of course in study plans

  • Programme D-KPI-P Doctoral 1 year of study, summer semester, recommended course
  • Programme D-KPI-K Doctoral 1 year of study, summer semester, recommended course

Type of course unit

 

Lecture

20 hod., optionally

Teacher / Lecturer

doc. Ing. arch. Jan Rajlich

Syllabus

• 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.