Certificate Program in Visual Communication

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APPLICATION DEADLINES

Overview:

Visual Communication is the process of designing and delivering cultural messages and stories to diverse audiences through film, video, or newer digital technologies which are not simply techniques, but, more broadly, the defining elements of our culture and society. This Professional Certificate Program is designed to offer students a flexible set of interdisciplinary theory core courses and practice seminars sequences seeking to develop new skills and knowledge while building a body of work and professional experience in an international learning environment. The two-year program in Visual Communications gives students the opportunity to enter the global world of communications. In the quickly developing sector of visual communications, technologies are constantly evolving and continue to offer a wide variety of creative outlets. Digital medias, beyond the traditional ones, promote the development of new and unique visual languages which translate into alternative communication fields. Students develop a personal portfolio of works that will allow them the access to the visual communication professional world (web design, graphic design, digital illustration and computer graphic, digital video making and production). Each year is comprised of two semesters that include core classes and intensive weekend seminars. Each semester, studies include six core courses that provide a solid foundation and which are integrated by five intensive seminars that focus on related specialized areas of study. At DIVA, students will study with competent and qualified instructors and will have an unparalleled quality in teaching that includes studying in a collaborative working environment that promotes exchange of ideas and methods between students and instructors.

Program Objectives:
The program provides the professional training necessary to be prepared to enter into the world of visual communications. It develops students’ abilities and prepares them for professional careers in a constantly developing industry, which encompasses a wide range of exciting fields. Throughout the program, students will receive individualized attention and support from professional faculty and visiting artists.  At the end of the program, the students will be equipped with the skills necessary to excel in professional environments and fully developed portfolios of work.

Duration and Certification:
Certificate programs may be taken for one semester, one year or two years. All programs devote a portion of each term to the development of a professional portfolio. Students who select the two-year program have the opportunity to complete and/or serve as a teaching assistant in introductory level courses.  Students may attend one single semester and obtain a transcript for credit, or complete the full two-year program and receive a certificate in visual communications.

Prerequisites:
For beginning levels, the only prerequisite is a high school diploma or equivalent and demonstration of fluency in English. Students who wish to enroll in a different level of the program (either enter at the second semester or in the second year) must qualify by demonstrating ability and knowledge in an entry exam and submit a detailed curriculum vitae and portfolio. A qualified submission of the above mentioned documents will be evaluated by a committee of academic advisors who will determine approval and enrollment in the requested level.

Internship:
The two-year certificate program gives students the opportunity to deepen their experience first by working as a teaching assistant and then through an internship in a professional studio in Florence, where they will practice their acquired skills in a real world environment. The internship is a carefully organized and closely supervised “hands-on” learning experience that provides the students with a wide range of real-world work opportunities as they shadow, observe and contribute while working in a professional environment. The objective of the internship is to give the students the space to actively apply the skills developed through their studies in a professional work environment. Students will meet with their academic advisors to discuss future goals and professional aspirations as they plan for the internship. Students will also be introduced to the Italian working environment that will enable them to use the technical vocabulary acquired through their three-week language study thereby strengthening their language skills.

Year 1 – Semester 1 (Fall)

Mission

The aim of the beginning level is to provide students with a basic comprehension of visual communication, with reference to our culture and lifestyle. Students will be moreover introduced to  the basic classic and digital photographic techniques, visual communication concepts and web design, they will  also be taught to be aware of the concept of visual and to test their abilities and interests, in order to understand whether they are inclined towards the professional visual arts.
The Italian language class is fundamental to understand the original terms that will be used during lessons and to acquire the minimum conversation skills required for attending the internship.

Core Courses

Italian Language
3 semester credits (45 lecture hours)
The language course is offered in different levels according to the student’s knowledge. All students enrolled in Certificate Programs are required to take a three week course of Italian Language before the start of the Certificate Program.

DI PH ID 180 Introduction to Digital Photography
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
This course will introduce students to the digital photography world with particular focus on updated techniques and how they can be incorporated into classic fine art photography. The course will explore the use of state-of-the-art computer software and techniques. The instructor will guide the student in learning to master photo computer software and how to control the scanning of a picture, transparency and negative to make a good quality digital print. Elements of photo composition and graphic design, photo history, and relationships with other art mediums will also be addressed during the course.

DI VC CG 150 Introduction to Computer Graphics
3 semester credits (45 lecture hours)
This computer graphics introductory course will cover the following topics: computer generated art, Adobe Photoshop, photo adjustments and effects, computer drawing, morphing and modeling in Photoshop and editing. Students will compile a personal portfolio, presenting it to the class at the end of the semester or session.

CP PU MP 320 Magazine Editing and Publishing
3 semester credits (45 lecture hours)
This course explores the world of magazines and how they are produced. The fundamentals of magazine design, content, editing, and printing will be covered. We will examine the types of writing styles used in magazine publications, editorial techniques, the professional roles in a magazine’s masthead and production team, and the work cycle of magazines. Students will have the opportunity to participate in magazine publications with staff and faculty for a hands on experience approach to the course topic.

DI VC DF 190 Visual Communication Design Fundamentals Studio I
3 semester credits (45 lecture hours)
This course introduces the student to the principles and basic elements of graphic design. Through a series of assignments and exercises, students will learn and practice hand, eye and problem-solving skills. Topics include: shape, basic color theory, framing, shape and color layout, formats, creative typography, logo creation, symbols and trademarks. The course focuses mainly on manual (non-computer) techniques.

DI PH PS 220 Introduction to Photoshop
3 semester credits (45 lecture hours)
Adobe Photoshop is the leading software for photographers, graphic designers, and bookmakers.  Photoshop is powerful software that requires a dedicated focus in learning how best to use the program to its full potential. This course, with the guidance of experienced teachers, will introduce the student to the creative and professional issues of Photoshop.  The course is designed for students who have had experience in photography, graphic design, architecture, illustration or bookmaking. The Photoshop Laboratory is equipped with the most up-to-date computers and peripherals.

Seminars

FT FC CP 200 Art Media: Introduction to the Creative Process
1 semester credits (15 lecture hours)
Aimed at students interested in visual, plastic arts and creative writing. This course will help each student to define and find his or her own personal style and strengths, which they can then apply to their other art classes.  Students will be assigned writing assignments to develop personal thought processes in order to realize their own creative nature and apply it to the media of their own concentration.

DI VC PM 220 Presentation Media
1 semester credits (15 lecture hours)
An introduction to the development of effective visual presentations and slide shows in the digital environment. This course is designed to teach students the following competencies: to recognize and apply basic visual communication principles, to recognize and apply typographic communication and design principles and to plan and create a presentation.

DI ES SG 385 Sustainable Graphic Design for a Contemporary Green World
1 semester credits (15 lecture hours)
This course explores sustainable graphic design through readings, exercises and projects. The objective is to apply various eco-design theories while exploring practical techniques and applications specific to graphic design. Students acquire new insight into the design process and the aesthetic and physical relationships between humans and nature, as well as new techniques and tools such as lifecycle assessment and planning, sustainable design principles, process and material evaluations that incorporate sustainability into everyday design work.

DI VC CB 310  Commercial and Business Advertising
1 semester credits (15 lecture hours)
The first part of this course is comprised of an overview of the advertising design industry, the roles of advertisers and agencies, and the use of the media. Emphasis is on the research, generation and development of ideas and concepts (branding, market research, trademarks and logo design) as well as teamwork. Case studies in advertising design with a special emphasis on Italian design will be used. The second part of the course explores advertising design production in an agency-simulated environment with students working in teams on a specific project.

PS PD PO 350 Portfolio Development  I
2 semester credits (30 lecture hours)
This course gives students the opportunity to create a personal portfolio of creative work. Through individual guidance in executing boards for original design ideas, students present a theme or career-goal orientated portfolio of finished work. By working with sketches, graphic illustrations and using Adobe Illustrator and Adobe Photoshop, students create a coherent design portfolio for the industry by researching target market studies, trends, and analyzing the design philosophies of contemporary designers and develop a personal drawing style and design concepts presentation appropriate to the focused market.

Year 1 – Semester 2 (Spring)

Mission

The aim of the Intermediate level is to deepen student’s knowledge in visual communication with special reference to the  communication in Magazine and in Publishing. Students study digital photography and receive detailed information on the web and podcast techniques.  Students will work on special projects and develop their skills in specific visual communication an publishing  topics.

Core Courses

DI PH ID 300 Intermediate Digital Photography
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
This course is for those students who have experience in the digital photography world and who would like to broaden their knowledge to a more advanced level.  A deep focus on up-to-date techniques and technologies will be a major topic in the course, in addition to the refinement of visual and conceptual aspects of digital photography.  The instructor will guide students in gaining advanced skills in photo computer software. The objective of the course is to create a mature visual expression in the digital photographic world.

DI VC DF 250 Visual Communication Design Fundamentals Studio II
3 semester credits (45 lecture hours)

This course introduces the student to the principles and basic elements of graphic design. Through a series of assignments and exercises, students will learn and practice hand, eye and problem-solving skills. Topics include: shape, basic color theory, framing, shape and color layout, formats, creative typography, logo creation, symbols and trademarks. The course focuses mainly on manual (non-computer) techniques.

FT FC FM 350 Fashion Magazine Project I
3 semester credits (45 lecture hours)This course gives the opportunity to explore world of the magazine business with emphasis on fashion publications. Students are introduced to the creative and business sides of magazine publishing and  develop a magazine business proposal and mock-up based on their own project.

DI VC WD 200 Introduction Web Design
3 semester credits (45 lecture hours)
This lab-based course trains students to develop effective graphic design interfaces for the Web. Students will be introduced to new software and technical information for maps, hot spots, links and site management. Additional topics include: search engines, on-line services and Web development.

DI DM RM 260 Introduction to Rich Media: Podcast Production
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
Today’s visual delivery systems are getting smaller and smaller and don’t require the standard size production teams. In the demanding market of broadcast immediacy and low budget news productions, traveling journalists today prepare their own visual material “on the fly” single handedly while on location to send to their client. Each student will be given a range of assignments while here in Florence that will recreate the on-the-go traveling news journalist. Students will learn how to create and deliver news, short documentaries and editorial pieces utilizing ‘rich media’ technology to output as podcasts. Podcasts have become a popular delivery tool for news, universities, corporations and much more. This course will cover the basics in final cut express, Photoshop and logic pro to incorporate video, still images and sound as well as preparing media for the web in podcast form.

DI VC SP 420 Special Project in Visual Communication and Publishing
3 semester credits (90 contact hours)
This is an advanced course intended for students who wish to explore and experiment with Visual Communication. Students create their own digital works in order to be edited. Composite printing and experimentation with different papers will also be employed and addressed in order to complete the desired final “look”.

or  Italian Language
3 semester credits  (45 lecture hours)
The language course is offered in different levels according to the student’s knowledge.

Seminars

DI VC II 225 Introduction to Interface
1 semester credits (15 lecture hours)
The interface represents the focal point of user interaction with the various modes of multimedia communication. Readings by interface theorists will inform discussions on the evolution of the hardware interface, software interface, information design, way finding, and basic concepts of human-computer interaction. Current technologies, including the trend from soft to hard interfaces are studied, in terms of their potential influence on communication and multimedia.

DI VC DI 270 Digital Imagery
1 semester credits (15 lecture hours)
Introduces digital imagery and the tools and techniques used to enhance it. Using Adobe Photoshop, students work with layers to build intricate visual composites containing multiple images, textures, and transparencies, resulting in practical design solutions. Assignments are both print and web-oriented.
Prerequisites: Introduction to Computer Graphics

DI VC GI 210 Digital  Graphic Illustration
1 semester credits (15 lecture hours)
The course explores illustration as an instrument of communication (i.e. in advertising) and narration (i.e. in comic books).  It aims to improve drawing and design skills by teaching image making, with an emphasis on edge, shape, color and value. The student will learn to apply composition and design, and color and conceptualization, to a wide range of materials and techniques. Students use Adobe Photoshop to enhance traditional work and acquire important knowledge in the digital domain. Idea development within real-world parameters, originality, aesthetics and technical proficiency are emphasized.

DI VC VB 280 Visual Communication Business
1 semester credits (15 lecture hours)
Explores the relevant ethical and legal implications of the normal activities and transactions in the visual communications workplace. Specific topics include organizational structures, careers, job sheets, time sheets, estimates, usage agreements, and copyright.

PS PD PO 360 Portfolio Development  II
2 semester credits (30 lecture hours)
This course gives students the opportunity to create a personal portfolio of creative work. Through individual guidance in executing boards for original design ideas, students present a theme or career-goal orientated portfolio of finished work. By working with sketches, graphic illustrations and using Adobe Illustrator and Adobe Photoshop, students create a coherent design portfolio for the industry by researching target market studies, trends, and analyzing the design philosophies of contemporary designers and develop a personal drawing style and design concepts presentation appropriate to the focused market.

Year 2 – Semester 3 (Fall)

Mission

The aim of this semester level is to deepen student’s visual skills, their knowledge and evolution through the study of the most important contemporary  graphics multimedia communication instruments. The study of digital techniques will be continued, and more challenging and creative techniques are practiced. Students are introduced to the video making techniques and learn how to manage the light  and different type of prints format.

Core Courses

DI VC CV 200 Introduction to Creative Videomaking
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
This course provides students with the knowledge of the technical terms of creative video production and the skills to understand basic video shooting and editing techniques. Students will team up and follow a single project starting from the script all the way through editing and final output.

DI VC DF 300 Visual Communication Design Fundamentals Studio III
3 semester credits (45 lecture hours)
The aim of this course is to bring together all aspects of multimedia visual communication  – from the theoretical to the practical and applying those theories in projects which involve   still and moving images – photography and video, graphic design and typography. Emphasis will be placed on a design practice which is shaped by an understanding of the cultural and social aspects of communication, together with an appreciation of the power of images and words. Guest speakers and site visits have an important role in this hands-on course.

DI VC MM 340 Multimedia Studio I
3 semester credits (45 lecture hours)
Multimedia studio is a studio course that focuses on the experience of producing complete multimedia works in a project-based environment. Lectures and meetings augment this studio course. Individual creativity is stressed as well as collaboration in the creation of works through individual and group projects. Assignments vary in scale, and focus on appropriate planning, design and execution, as well as acquisition and creation of content in various media. Previously introduced concepts and technology are re-explored with an emphasis on integration and effectiveness in the communication of the concept of the piece.

PS PD PO 380 Portfolio Development  III
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
This course gives students the opportunity to develop a personal portfolio of creative work. Working with professional design critics, students learn the fundamentals of assembling a portfolio for employment in the industry. Using Adobe Photoshop and Adobe Illustrator, they practice advanced rendering, theme pages, and print work. Areas of specialization are showcased.

PS IN TA 420 Teaching Assistant Internship
3 semester credits (90 contact hours)
The course is suggested to students who have already successfully completed a semester. Students can meet with the academic prerequisites laid down for the teaching assistant program for which they are applying. To be eligible they must produce proof or having successfully completed at their home institution the preliminary courses necessary and at the levels stipulated. Further guidelines on admission are available on request.

Seminars

DI VC AD 330 Introduction to Art Direction
1 semester credits (15 lecture hours)
This course focuses on the creation of projects in advertising campaigns from the initial research and creative strategy to the final execution of a comprehensive commercial project. Students will be taken through the principles of art direction and layout as well as the marketing aspects of an advertising campaign, working with a copywriter, learning techniques for idea visualization, and structuring the campaign to the requirements of the client.

DI VC PP 312 Professional Practices
1 semester credits (15 lecture hours)
Future designers and art directors explore the business side of their professions by learning how to develop professional relationships; understand contracts and other business documents; negotiate, estimate, and determine fees; start, manage, and market a business; and address ethical and legal issue.

DI VC CC 325 Creative Communication for the Third Sector
1 semester credits (15 lecture hours)
The first part of the course will examine the strategies and the tools (language, media, style, resources, budget) which non-profit organizations use in their communication campaigns as opposed to other types of commercial advertising messages. Much emphasis will be placed on how art and artists are best placed to communicate ethical issues thus reflecting the social value and ethical basis of the organization’s work. During the second part of the course students will be divided in work teams to elaborate a specific campaign for a non-profit organization. We will explore how artists and communication specialists can build creative partnerships using case studies and practical evaluative sessions as well as an exposition of the underpinning theory.

Year 2 – Semester 4 (Spring)

Mission

The aim of the fourth semester level is to develop student’s ability and acquaintance. An overview of worldwide visual communication will be provided, in order to allow students to compare different cultures and to develop their own style. The goal of this semester is to achieve and complete the Portfolio as the basis for demonstrating the ability of entering in a work environment.

Core Courses

DI VC DF 350 Visual Communication Design Fundamentals Studio IV
3 semester credits (45 lecture hours)
The aim of this course is to bring together all aspects of multimedia visual communication  – from the theoretical to the practical and applying those theories in projects which involve   still and moving images – photography and video, graphic design and typography. Emphasis will be placed on a design practice which is shaped by an understanding of the cultural and social aspects of communication, together with an appreciation of the power of images and words. Guest speakers and site visits have an important role in this hands-on course.

DI VC MM 380 Multimedia Studio II
3 semester credits (45 lecture hours)
Multimedia studio is a studio course that focuses on the experience of producing complete multimedia works in a project-based environment. Lectures and meetings augment this studio course. Individual creativity is stressed as well as collaboration in the creation of works through individual and group projects. Assignments vary in scale, and focus on appropriate planning, design and execution, as well as acquisition and creation of content in various media. Previously introduced concepts and technology are re-explored with an emphasis on integration and effectiveness in the communication of the concept of the piece.

DI VP VE 380 Digital Video Editing
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
In this course students learn the art and craft of editing videos from two award-winning filmmakers. The course explores techniques that can be applied in a range of non-linear editing programs, including Final Cut, Avid, and Premiere. But the main focus is not just on developing software skills—it’s on exploring the magic behind video modification.

PS PD PO 400 Portfolio Development IV
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
This course gives students the opportunity to develop a personal portfolio of creative work. Working with professional design critics, students learn the fundamentals of assembling a portfolio for employment in the industry. Using Adobe Photoshop and Adobe Illustrator, they practice advanced rendering, theme pages, and print work. Areas of specialization are showcased.

PS IN IN 450 Internship
3 semester credits (150 contact hours)
An nonsalaried, 14-week internship scheduled individually for a minimum of ten hours per week. Integrates students’ design knowledge with field experience at a specific manufacturer with a company supervisor. The internship is open to students who have already successfully completed a semester (minimum 12 credits). Candidates must meet with the academic prerequisites laid down for the internship program for which they are applying. To be eligible they must produce proof of having successfully completed,  at their home schools, the preliminary courses necessary and at the levels stipulated. Further guidelines on admission are available on request. The program combines an internship in a professional workplace.  Students serve as interns part time, generally Monday through Friday, although some internships may require weekend hours, depending on the area chosen. Students will have regular meetings with their internship supervisors who will monitor their progress and the drafting of an extensive analytical internship report. At end of the course, students will be well trained and ready to enter the professional world.