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Specification of the Course: AD108 History of Design

Study program: Academic studies - Graphic Design , Interactive Media Design

Course: D108 History of Design
Lecturer: Svetlana Smolcic Makuljevic, PhD, Associate Professor
Course Status: Core
Preconditions: no
Course objective:
During the course of design history, students acquire knowledge about the basic
functions and the forms of visual communication from the earliest, original form to the
main objectives and representatives of graphic design of the postmodern era. The aim
is to introduce the basic concepts and starting points in the history of graphic design
from the earliest forms of visual communication, such as pictograms, hieroglyphics,
calligraphy, and medieval illuminations, through the invention of printing, various
forms of typography to photography, post-modern design and contemporary design
Course Outcome:
Students are trained on understanding how a network of ideas can inform the meanings of
artworks and locate them in critical narratives and significant histories. During the course the students
develop knowledge of different conceptual framework, visual form, the starting point
and direction of graphic design. The curriculum of this course forms a basic theoretical
educational platform for future designers.
During the course, students learn on the beginnings of visual communication
(hieroglyphs, Chinese calligraphy, alphabet), visual communication in the Middle Ages,
the Renaissance graphics, typography, industrial design, popular graphic in Victorian
era, the influence of modern art in the design, printing techniques and design,
Viennese Art Nouveau, Bauhaus, Futurism in Italy, design of Soviet Russia, the role of
design in war propaganda (First and Second World War), design of Pop Art, Subversion
and Alternative Modernism and Postmodernism Graphic Design, and Design of Digital
era. Course includes field trips to Belgrades museums and galleries.
1. Textual and visual material on e-Learning system
2. Meggs Philip B: A history of graphic design, New York 1998.
3. Hollis Richard: Graphic design, a concise history, New York, Thames & Hudson, 2002.
4. Eskilson Stephen J: Graphic design: a new history, London, 2007.
Number of classes per active Theory: 3 Practical tutorials: 1
Teaching methods
Teaching material consists of texts lectures, multimedia presentations and exercise
tasks. Everything is published on the e - Learning system allowing students to follow the
lectures remotely via a modern audio-visual lessons. Classes are conducted using multimedia presentations.
Classical education students are encouraged to study the pre lectures and teaching
material during class discussing the most important aspects of teaching.
Practical tutorial
It consists of creation of digital database of course by entering the relevant visual and
bibliographic information related to the work of one artist, designer, design studios or
design school.
Assessment (maximum 100 points)
Prerequisites points Final exam points

Activity during classes 10 Written exam 20

Project - database, virtual gallery 15 Oral exam 10

Test 30
Research paper 15