Graphic in Branding , Visual Identity Systems and Experience

2nd EDITION Summer Technical file Credits: Graphic 10 Language: English Design in Duration: 5th to 23rd July 2021. Unlocking IED Barcelona, welcome activity: Branding July 2nd of 2021. Timetable: from Monday to Friday from 9.30 am to 3.00 pm besides four afternoons from 3.30 pm to 6.00 pm.

Graduation Ceremony: July 23rd afternoon.

The educational planning of all IED Master courses is based on the criteria set by the European Higher Area (EHEA). IED Master employs a system of credits that follows the structure of the European Credit Transfer and Accumulation System (ECTS). IED Master issues its own exclusively private degrees. A TOEFL 550 or IELTS 6.5 of language knowledge or equivalent is required for those students whose mother tongue is not English. Some classes and/or lectures may be given by international guests and in these cases the working language will be English or Spanish. There is also the chance that additional educational material or recommended activities will be provided in English and/ or Spanish. Some sessions may take place outside these hours #1 in the case of making up for missed classes or extra activities. 2 #2 is appliedinourimmediatesurroundings. promotion platforms, printmediaandhow it disseminationand social mediaanddigital media, its connectiontoprintanddigital visual interface anduserexperience and Branding analyses therelationshipbetween This SummerCourseinGraphicDesign that are capableofaddressing thesetrends. approach andefficient designare required identity systems are deployed. A strategic platforms existnow where thesevisual are nolonger staticandmany devicesand mutable, adaptive andevolutionary. They today’s world. are now dynamic, and services, haschanged considerably in companies andproducts, aswell asevents Designing thevisualidentityofboth Introduction 3

Summer in Branding, a.y. 2021-2022 #3 General Learning course Outcomes These are the theoretical and practical skills objectives acquired throughout the course, including the knowledge, skills and attitude required - To provide an introduction to the to perform a specific career activity. various production stages of a visual design and communication project - Strategic, methodological and geared towards visual identity systems. project management skills. - To work with various techniques - Ability to create, conceptualise of representation, produce models and systematise with (dummies), present budgets and images and . understand project management, - Contextualise, propose, structure as well as production processes and argue visual identity projects and their implementation. based on the theoretical/practical - To explore new design criteria based knowledge acquired during the course. on case studies and other project - Ability to prioritise and correctly methodologies (visual ), apply typography in a design and analysing the various solutions visual communication project. provided by students for the same - Ability to conceptually and formally problem within a specific project. observe, analyse and synthesise. - To learn about materials, tools - Technical/technological use skills. and strategies, as well as the - Learning how to decide when it techniques and technologies comes to applying, reproducing associated with graphic design and completing a project. and visual communication. - Creating a final document that - To develop creative concepts and the is ready to be produced and ability to address branding projects implemented in various formats. with effective and functional/aesthetic design and communication. - To develop skills in order to correctly present a professional project. - To interpret trends and learn about technological and advances.

4 #4 program withwhich they arefamiliar. complete theirprojectsby usingthe use ofthesetoolsandallstudents will not includeany classesthatteach the mandatory, given thatthecoursedoes Illustrator, InDesignand Acrobat is Previous knowledge of Adobe Photoshop, can alsoapplytothecourse. and visual,interactive communication diplomas inthefield of graphicdesign students, graduatesorholdersof of strategicgraphicdesign.University who wishtoexpand ontheirknowledge publicists, printersandentrepreneurs or communication,photographers,editors, fields, graduatesandstudents offinearts It isalsodirectedatdesignersfromother identity, brandingandbrandculture. graphic designandespeciallyvisual the basicconceptsinworld of projects andacquireafoundation of create designandvisualcommunication have aknowledge ofthemaintoolsto The courseisaimedatpeoplewhoalready Audience Target 5 #5 and priorexperience ofthestudents. opportunities accordingtotheprofile its contenttovarious professional favours of theuseandadaptation nature The ofthecourse introductory Outlook Career

Summer Graphic Design in Branding, a.y. 2021-2022 IED Master Specific #6 Barcelona course methodology methodology

IED Master is IED Barcelona’s school of Methodology based on case studies continuous training focused on professionalisation, and other project methodologies specialisation and updating in all aspects such as visual design thinking. of design, together with the historical and cultural heritage of Italian design. The summer course is primarily focused on observing, analysing, comparing, creating Our strategy for the future is in tune with and developing strategies, resources and macro trends at a social, environmental and methodologies when designing visual identity economic level, as well as the changes to systems. These can be applied to corporate identity, which society and our environments will branding, wayfinding, event and , have to adapt over the next 30 years. exhibition spaces, social media and digital media.

We believe that we can provide answers and solutions by training professionals who can confront these changes by being promoters and creators of innovation thanks to culture and design tools.

We view IED Master as a laboratory for research, experimentation, innovation and entrepreneurship in which students take responsibility for their training paths and choose how to build these with the support and tutoring of experts.

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Summer Graphic Design in Branding, a.y. 2021-2022 #78 Implementation Development Strategy Foundations content programme Teaching ------

marketing andadvertising campaigns. Public engagement:socialmedia, Brand positioning. media branding. Principles brand/social of digital User experience (UX). brand environment. Brand experience: customerexperience, print,physical.Media: digital, and itscustomers. communication betweenabrand Brand touchpoints: interactionor manual:rulesIdentity for useandapplication. Development system. ofvisual identity shape, identificationunit,priorities). (typography,of brandidentity colour, logodesign,basicelements Visual identity: and propaganda. Notions ofmarketing: Brand management. Branding brief. and narratives. brandcommunication Storytelling: and benchmarks. Users/consumers, market research verbal brand. Brand language,naming/phoneticbrand, and guidelines. Brand purpose,personality, essence of projectmanagement. Project management:basics Personal branding(casestudies). systemsvisual identity (casestudies). Adaptive, dynamicandevolutionary The iconographicmessage. and branddesign. The foundations ofvisualidentity

9 that may ariseasregardsitseducational objectives. the curriculum inaccordancewithany requirements The Istituto theright tochange EuropeodiDesign reserves

Summer Graphic Design in Branding, a.y. 2021-2022 Coordinator of The Performers and Founder and ERIC OLIVARES Managing Partner of D-Office. Graphic . Diploma in His passion is to bring together his and Master in Digital Arts. business and design experience #8 Prizewinner at the 14th International with his expertise in workshops and An area specialist Poster Biennial in Warsaw (Poland), as coaching to help professionals and coordinator is available well as other international awards in teams understand their motivation, for advice in each America and Europe, his work can be innovate, enhance individual careers course and is actively found in the collections of museums and personal development. engaged in designing and institutions such as the Museum of www.jsalenbacher.com its curriculum and Design in Zurich (Switzerland), Poster https://www.cpb-lab.com/ content in collaboration Museum in Warsaw (Poland), National with IED Barcelona’s Graphic Design Union in Paris (France), teaching department. Moravian Gallery in Brno (Czech Republic), The coordinator also Colorado International Invitational Poster helps to incorporate Exhibition, Colorado State University sector-specific teachers (USA) and in Barcelona. and is responsible for He has given lectures and workshops maintaining relationships at various international congresses and with companies and events, such as the 22nd International institutions within Biennial of Graphic Design Brno 2006, Jury the knowledge field Member at the Taiwan International Design of the course. Competition 2009, 11th International Poster Biennial Mexico 2010, International Poster Biennial in Bolivia (BICeBé 2015), Italian Poster Biennial 2015 and 12th Brazilian Graphic Design Biennial Brazil 2017. He is the author of the book Dibujo para diseñadores gráficos (Drawing for Graphic ), published by Parramón, as well as several articles and contributions to international specialised magazines and books. He is also a member of the “Lletraferits”, a Spanish typographic collective. www.linkedin.com/in/eric- olivares-lira-63486b21 www.ericolivareslira.com Teaching Staff

The teaching staff comprises sector professionals from various leading fields.

JÜRGEN SALENBACHER Facilitator and coach with extensive experience in education, design and business. He is also a specialist in design, branding and the creative economy, about which he wrote his first book Creative Personal Branding (2010), now in its fifth edition. Previously, in Barcelona, he was Academic Director of IED (Istituto Europeo di Design) and Director of Strategy of Global Healthcare. In his earlier career in Germany, he was Director of Marketing

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Summer Graphic Design in Branding, a.y. 2021-2022 Masters IED Master 60 credits academic offer Top quality courses to specialise in a certain field of design, communication or At IED Master, a whole range management. Students gain the of courses are taught to cover know-how, tools and skills to all kinds of training needs: provide professional solutions. Masters, Postgraduate Courses and Continuing Study Programs. Courses are organised in terms, and can last 3, 6, 9 or Postgraduates 12 months. This means that 30 credits some courses can be combined within one academic year, while others may be divided An opportunity for all kinds depending on how demanding of design professionals to and specialised they are. become better qualified.

Continuing Study Programs(CSP) 15 credits

These courses are a chance for professionals to update and broaden their knowledge of design and creative methodologies.

Summer Courses

In July, IED Barcelona offers students the chance to live an intensive training experience thanks to its broad range of summer courses. Coming to our Summer School is an experimental journey through different courses in which to learn and have fun in an international, multicultural environment. The courses are divided into different levels depending on the student’s profile: Professional, Design Summer and Junior. your own learning

#9 12 13 Courses To combine The opportunity

Summer Graphic Design in Branding, a.y. 2021-2022 Our Partners IED Barcelona has special relationships with institutions and small, medium and large companies, which take an active part in projects, workshops, talks and activities, with the aim of providing the students with knowledge, communicating experiences and sharing both creative and theoretical aspects with them. All the Master final thesis are carried out as part of a collaboration with a company, giving the students training in their future profession and helping them develop relationships in the labour market.

#10 14 15 institutions companies and international national and than 100 with more collaborated has IED Barcelona

Summer Graphic Design in Branding, a.y. 2021-2022 IED Community # 11 Services STUDENT CENTER The aim of the Student School’s students can use The whole IED Community, Center is to offer a welcome the software included In the from computers in the and consultation service to Adobe Creative Suite, without Library, can freely access to students who need this. It pays any additional cost, both in WGSN, the leading online particular attention to foreign the school’s computers and platform to analyse and students, helping them to adapt their own laptops. Therefore, forecast trends in current to their new environment. all throughout their Summer lifestyles and consumption. The department wants to be School, students can enjoy Vogue Italia a place that helps to improve for free the following appli- Harper’s Bazaar and enrich the experience of cations: Adobe Photoshop® Digital records of famous being a student at the school CC, Adobe lllustrator® magazines, including practically in every way possible. CC, Adobe lnDesign® every edition from the very first issue to the most recent ones. CAREER SERVICES AII of the content has been This section offers students All the students can also indexed and can be accessed the possibility to contact download the Microsoft via the library computers. with the labour market. It Office 365 for free. lt enters into direct contact with includes the software Word, companies in the different Excel and PowerPoint. The whole IED Community, sectors: , design, from computers in the school, communications, management, can freely access to Material marketing, etc. in order to School’s students can use Connexion, the world’s leader create collaborative links and Autodesk, world leader database in material innovation. offer opportunities of jobs. in 3D design software for entertainment, manufacturing, PERSONAL COACHING , etc. Therefore, The whole IED Community has Possibility of personal and the students can enjoy for free an unlimited Gmail account. confidential assistance by applications such as AutoCAD, an expert psychologist. Maya or 3ds Max, etc.

FACILITIES Emerald, enother Practical work is essential in IED tool currently used Barcelona training, so its premises in the most outstanding have basically been divided into universities in the fields of classrooms, workshops and management, marketing laboratories adapted to each area. and communication, is a The school’s facilities include: 26 worldwide editor that connects classrooms, 6 multimedia labs research and practice for the equipped with PCs and Macs, benefit of society. Students 4 product, interior and transport can access to more than 290 design workshops, 9 fashion magazines and 2,000 books. workshops, one printing centre and one photo and video studio.

IED TOOLS Exclusive tools for the IED Community.

16 of more than80%to obtaintheDiploma. in terms ofknowledge andshow anattendance Students mustcomplete thecoursesatisfactorily ofcertificationwillbeobtained. what type be atthediscretionofIEDBarcelona todetermine their professional merits. Inthelatter case,itwill admitted intospecificprogrammesonthebasisof into theprogrammes,whilethosewithoutmay be Students withauniversitydegreecanbeadmitted Documents required: platform onceyou the want tostart Admission Process. Your Advisor willgive you thecredentialstoaccess Advisors orthroughanonline Admissions Platform. and directly withtheOrientation Admissions Department The applicationfor allIEDBarcelona coursesismade Requirements General Entry ------

exercise ifrequired. Portfolio for creative courses oradmission in aface-to-face call. orviaaSkype interview certificates, hisorherlanguageskillswillbeassessed level. Ifaprospective student hasneitherofthese IELTS 6.5.CoursesinSpanishrequireaB2language intermediate level, corresponding to TOEFL 550or as appropriate.CoursesinEnglishrequirean Advanced knowledge ofSpanishorEnglish languages level andIT skills. CV inthelanguageofcoursespecifying Letter ofmotivation inthelanguageofcourse. knowledge onthefield. Previous professional oracademic (highest level ofeducationobtained). Scanned CertificateofStudies or passport(foreign students). Scanned copy ofDNI(Spanishstudents) #12

17 order tobeinformed regarding fees andspecial rates. Please contact Admissions Department in andOrientation research.observational and simpleconceptdevelopment andacamerafor Students for willneedalaptop ortablet research specific material,cardboard, printing…). All additionalcostswillbepaid by thestudent (project Fees

Summer Graphic Design in Branding, a.y. 2021-2022 C/ Biada, 11 · 08012 - Barcelona T. + 34 93 238 58 89 [email protected] iedbarcelona.es

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Istituto Europeo di Design