Learn to master the resources of visual rhetoric
Leire Fernández and Eduardo Herrera, are doctors in Fine Arts and professors and university researchers specialized in graphic design; Together they develop design projects and their work has been recognized with national and international awards.
In this course you will be taught to approach design as a means of creating meaningful communicative concepts and will teach you to master the resources of visual rhetoric to translate verbal language into a graphic one with equal or greater communication power.
What's included in this course?
You will begin to know better the work of Eduardo and Leire, who will also tell you about their references and what and who inspires them when designing.
Then, they will explain the direct relationship that exists between design and language, showing how the elements of one and the other coexist in a relationship of exchange.
They will show you their flow of creation of ideas and they will propose a design process oriented to the creation of meaningful concepts, showing you the communicative opportunities offered by the meaning of the images.
From the hand of Leire and Eduardo you will immerse yourself in the vast world of visual rhetoric, exploring the morphological, syntactic and semantic resources that this puts at your reach.
You will learn to analyze the designs of book covers, posters and brand identities in a critical way, based on their form and meaning, to study their communicative intentions; something that will be very useful when making your own designs.
What is this course project?
Putting into practice the foundations of visual rhetoric that you will learn in the course, you will design the cover of a book, a poster or a graphic identity mark of your choice.
Who is it aimed at?
To designers, illustrators, photographers, visual artists or anyone, professional or amateur, who is looking for the most effective way to communicate ideas through design.
It is recommended, although not essential, to have basic knowledge of Photoshop and Illustrator.
With respect to the materials, you will need a computer in which you must have installed the design programs that you will use to create your final project.
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Leire Fernández is a doctor in Fine Arts and professor of graphic design at the University of the Basque Country (UPV / EHU). In his university teaching he teaches the disciplines of editorial graphics, visual identity and professionalization and design management.
Eduardo Herrera is a doctor of Fine Arts and professor of graphic design at the University of the Basque Country (UPV / EHU). In his university teaching he teaches the disciplines of editorial graphics, typography and visual identity.
Together they co-direct the research group in graphic design and typography 'Letraz' of the UPV / EHU. They have published several books, among which are 'Design of book covers. Resources of visual rhetoric '(Editorial Síntesis),' A creative process in the graphic design of posters '(Editorial Service of the UPV / EHU) or' Historias que marca. Origin and meaning of 50 graphic brands' (Editorial GG).
They develop graphic design projects, mainly in the editorial field, typography, poster design and corporate visual identity; works that have been recognized with various awards such as the international 'Klap Platinum' to the best typographic font design for text, the 'Anuaria de Oro' for the best design of an editorial publication, the 'Juan de Yciar Award' for editorial quality or the 'Silver Letter' of Visual Communication and Environment Graphics to the best coverage of an event.
In addition, they organize and teach numerous courses, workshops, conferences, etc., among which the Graphic Design Workshop of the UPV / EHU Summer Courses in San Sebastian, the Graphic Design Congress or the Calligraphy Days in Arantzazu stand out. .