Bachelor of Fine Arts in Visual Communication

Visual Communication Compulsory Courses

0703101 Introduction to Visual Communication (1-3-3)

This course introduces students to a practice-based, hands-on approach to explore visual communication design. Students will learn the about visual communication basic concepts, principles, and theories. Connections to current and historical context of the graphic arts are woven throughout the course. Students will also share their work and learn to take part in design critiques and discussions, as both designers and peers. Readings and viewings of relevant practices are a required component of the course.

Prerequisite: 0700111-Arts and Design Foundation I

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0703102 Advanced Drawing (1-3-3)

This course provides an important opportunity for students to experience projects that emphasize the progressive development of problem solving as these relate to art practice, creative and interpretive abilities and technical and manipulative skills specific to the in depth practice of the drawing tool. Tutors demonstrate new drawing skills, monitor their progress through individual, class, and group tutorials, reflective diary, and student records.

Prerequisite: 0700113-Drawing Fundamentals

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0703103 Design and Visual Practices (1-3-3)

This course consists of an intensive exploration of the fundamental principles and concepts of Graphic Design that govern effective compositions for effective communications. It covers design concepts such as balance, proximity, alignment, repetition, contrast, white space, working with grids. This course also investigates the use of shape, color, hierarchy, and word/ image relationships, as design communicative tools. Through a series of studio assignments, projects, critiques, readings, and lectures. Learners will explore the manipulation of graphic form to convey meaning, fundamentals of idea generation and development of original design concepts, and the designer’s role as visual storyteller. Learners should be able to comprehensively understand the basic communication design concepts and principles, with working knowledge of Adobe InDesign, Adobe Photoshop, and Adobe Illustrator.

Prerequisite: 0700111-Arts and Design Foundation I

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0703210 Visual Communication Studio I (1-3-3)

This course focuses on the application of design and typographic principles, and type/ image integration to communication design projects of moderate and increasing complexity. Emphasis is on development of strong concepts, which communicate persuasively and effectively integrate type and image in different graphic compositions and layout. Learners should be able to work with type and images in a variety of print design effectively such as posters and editorial applications including magazines, and book designs. This course introduces the field of Visual Communication, the process of problem solving and how to design effective visual communications solutions. Students must focus on strategy, research, and target audience analysis for different design tasks.

Prerequisite: 0703101-Introduction to Visual Communication, 0703103-Design and Visual Practices, 0700112- Arts and Design Foundation II

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0703211 Typography I (1-3-3)

This course covers the applications and fundamental elements and categories of type, basic letterforms, typographic contrast, hierarchy of information, major type families and characteristics, and typographic grids; and how these apply to print media. It discusses the theory, practice, technology, history, and evolution of typography. Students shall build skills for expressive typography and conceptual thinking and combine the theoretical and underlying principles with practical outcomes. The Focus of Typography I is on Latin Script.

Prerequisite: 0703101-Introduction to Visual Communication, 0703103-Design and Visual Practices, 0700112-Arts and Design Foundation II

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0703212 Photography and Image Making in Visual Communication (1-3-3)

The course provides a hands-on introduction to the digital photographic practice as it relates to Graphic Design. Students will learn and practice using industry standard processes and tools to create digital outputs. The course covers camera controls, digital image processing as well as digital darkroom techniques. Emphasis is given to the image composition based on aesthetic principles and historic precedent. Students will learn how to work with scanned images and digital photographs in preparation for publication layout and design, Web output and used within digital platforms.

Prerequisite: 0703101-Introduction to Visual Communication

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0703213 History and Theory of Visual Communication (3-0-3)

This course introduces the history of visual communication from about 1800 to the present. Furthermore, topics include a basic terminology and an analysis of the visual communication principles that will enhance the comprehension of the visual language forms through a historical survey of the modern and postmodern visual communication. Attention is given to the developments in printmaking, typography, and book design in their social, cultural, historical, and political context. Finally, the course investigates the role of visual communication in advertising and explores the sustainable materials and their application for the visual communicators and their clients.

Prerequisite: 0700116-History of Art and Design II

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0703215 Visual Communication Studio II (1-3-3)

This course emphasizes critical thinking, concept development as a process, and research and marketing methodologies required for various visual systems. It includes an exploration and application of human factors in Visual Communication. Students will learn how to develop their unique design approach in the design process, refine their design, prototyping and presentation skills by working on integrated projects that involve multiple applications. This course’s main concentration is on advertising real-life products and/ or services.

Prerequisite: 0700114-Color Theory, 0703210-Visual Communication Studio I

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0703216 Typography II (1-3-3)

This course introduces the application of typographic principles to applied communication design projects of moderate complexity. Students strengthen skills in building typographic relationships and details, creating sophisticated typographic layouts, including dynamic use of the grid, and employing type use and choice for creating expressive, conceptually based typographic design for various purposes. Projects will explore advanced grid systems, type design, proportion, legibility, readability, deep study of letterforms, and structures for composition of multiple type and letterform related elements. The Focus of Typography II is on Arabic Script.

Prerequisite: 0703210-Visual Communication Studio I, 0703211-Typography I

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0703217 Information Design (1-3-3)

This course teaches students that Information Design is the practice of gathering, filtering, and presenting information in accordance with effective design principles to understand – and communicate to others – the essence, the meaning of that information. The field of information design applies design principles to the process of translating complex, unorganized, or unstructured data into valuable, meaningful information for the purpose of practical use. The practice of information design combines skills in graphic design, writing, and editing, instructional design, and human factors, with the electronic delivery of information and the internet, the representation of information is becoming more complex.

Prerequisite: 0703101-Introduction to Visual Communication

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0703218 Digital Illustration and Painting (1-3-3)

This course introduces students to the art of illustration, its practice, importance, and applications. Students will learn basic drawing skills and the traditional drawing concepts of basic composition. This course is to teach students how to use an industry standard package to produce digital illustrations and paintings. This is a comprehensive course that focuses on various traditional and digital computer illustration and painting techniques to enable the students to produce graphics for various design purposes and contexts. In addition to the extensive technical aspect of the course, learners will be introduced to topics such as: concept art, storytelling, rendering and color theory.

Prerequisite: 0703102-Advanced Drawing, 0703212-Photography and Image Making in Visual Communication

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0703310 Visual Communication Studio III (1-3-3)

The studio introduces a research-based design process in solving various design problems across varied media including exploration of practical execution of design artifacts in two and three-dimensional formats. This may include storytelling, experiential design, packaging design, 3D graphics, etc. Students will engage critical thinking, visual research, and rigorous production techniques. Students will learn how to develop their unique design approach in the design process, refine their design, prototyping and presentation skills by working on integrated projects that involve multiple applications. Special emphasis is given to developing effective user-centric visual systems for various applications.

Prerequisite: 0703215-Visual Communication Studio II, 0703216-Typography II

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0703311 Typography III (1-3-3)

This course builds upon the basic content explored in Typography I and Typography II with a specific focus on Latin and Arabic Modern Typography. Students shall apply advance typographic layout principles in bilingual contexts. The course teaches students how to work with complex bilingual layouts for print and digital media.

Prerequisite: 0703216-Typography II

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0703312 Branding and Identity Design (1-3-3)

This course explores and analyses brands and visual identity and shall equip learners to integrate knowledge and inform creative and functional design solutions. It investigates strategic thinking and brand positioning using specific case studies allowing students to gain an understanding of and appreciation for how design and communication can not only deliver a design solution, but also help define a company's (product/service) message. Students shall develop their own unique and consistent visual brand identity and toolkit utilizing their research and creative skills to identify the organization's personality or essence, designing a visual identifier. Students shall create visual elements that support the new brand and develop a visual voice and related message through multiple applications such as print collateral, web, packaging, and environment.

Prerequisite: 0703215-Visual Communication Studio II, 0703216-Typography II

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0703313 Narrative and Sequence I (1-3-3)

This course introduces image sequencing as a bedrock for building motion narrative and explores the relationship between type, image, and motion as they interact to create a narrative. Students will have to conceive, plan, and produce topical narratives, explore digital storytelling in short film format, and master industry standard planning and production tools and formats.

Prerequisite: 0703212-Photography and Image Making in Visual Communication

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0703315 Visual Communication Studio IV (1-3-3)

The course focuses on visual design as a system. It emphasizes problem-solving skills across varied media and design needs and explores various types of interaction between design and related media vehicles through a research-based process. Learners will use production techniques in different, yet integrated formats and applications and engages design strategies as they relate to promotions and wide printed and multimedia communications.

Prerequisite: 0703310-Visual Communication Studio III, 0703311-Typography III, 0703312-Branding and Identity Design

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0703316 Interaction Design I (1-3-3)

The course introduces industry standard process of development of interactive projects. Explores design for web technologies and platforms. Learners will be exposed to the development process follows all standard planning and interaction design tools that engages high fidelity prototyping and deployment. Students will be introduced to issues of usability, web standards, navigation, information design for the web, and overall site management.

Prerequisite: 0703312-Branding and Identity Design, 0703313-Narrative and Sequence I

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0703317 Narrative and Sequence II (1-3-3)

The course discusses advanced storytelling and visual narratives, and analyses various forms of digital narratives, contexts and applications. Students develop storytelling forms for various screen formats and delivery platforms. The emphasis is on generation of meaning and audience engagement in various cultural contexts where narratives should be tailored to engage specific audiences.

Prerequisite: 0703313-Narrative and Sequence I

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0703410 Visual Communication Graduation Project I (1-3-3)

This course enables students to develop a self-initiated graduation project that integrates learning from all stages in the program. The course comprehensively describes and justifies the scope, parameters and nature of the graduation project design. Students shall provide a clear rationale that justifies the chosen strategies and a summary of projected outcomes. The written rationale is supported by background research, case studies exploration and analysis, visual research, and documentation of the chosen area of individual projects. The course represents student self-reflection, individual learning and professional direction that will be used in their design practice and underpins and informs the development and design of Graduation Project II.

Prerequisite: 0703315-Visual Communication Studio IV, 0703317-Narrative and Sequence II, 0700333- Research Methodology in Art and Design

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0703411 Interaction Design II (1-3-3)

The course centers on acquiring more advanced knowledge on interactive structures and presentation formats with emphasis given to designing for mobile experience. Students practice an industry standard process for developing context specific experiences and forms. The resulting outcomes are optimized for a user centric experience and technical sophistication, which engages digital media and technology as they emerge and gain relevance in our lives.

Prerequisite: 0703316-Interaction Design I

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0703412 Professional Practice for Visual Communication (3-0-3)

This course prepares students to enter the professional world of creative industry. It focuses on complementing students’ employability skills through the enhancement of their professional skills and concentrate on career development. It centers on identifying and developing skills associated with students’ acquired degree work and opportunity to building their professional profile. It further prepares them for a gradual transition into their training program within a professional environment.

Corequisite: 0703410-Visual Communication Graduation Project I

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0703415 Visual Communication Graduation Project II (1-3-3)

This course enables students to demonstrate their strengths as professional practitioners and provides an entry point for those embarking into the professional design continuum, either for further development at postgraduate level, or as a distinctive practitioner within a chosen area of design. It is expected that students shall demonstrate advanced skills and knowledge in evaluating ideas and materials, ability to put together an innovative form with emphasis on creating a new meaning or structure, a systematic organization of priorities and a clear understanding for resolving conflicts and other issues in terms of work across different areas of knowledge and skill.

Prerequisite: 0703410-Visual Communication Graduation Project I

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0703455 Internship in Visual Communication (0-3-3)

Internships open opportunities to apply, in a professional environment, the knowledge and skills gained throughout the curriculum. It offers a chance to gain experience in a professional setting which informs their career decisions and plans for further learning. Working with professionals provides an experience of professionalism and opportunities for learning methods and practices commonly used in the profession. This experience shall vary depending on the individual student’s placement within the creative industry’s various venues. Students shall complete 320 hours in the training site.

Prerequisite: 0703412-Professional Practice for Visual Communication I

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Visual Communication Elective Courses

0703309 Design in Space (1-3-3)

This course introduces students to the basic concepts, research methods and strategies that connect people and spaces through Indoor and Outdoor spaces that build Environmental Wayfinding systems. They will utilize this knowledge to build interactive spaces for exhibitions, events, etc. that control and direct movement yet affect human behavior through group projects.

Prerequisite: 0703310-Visual Communication Studio III

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0703314 Advanced Publishing (1-3-3)

This course focuses on making fully functional Editorials, such as: Books, Newspapers, Zines and Magazines that employ both the Traditional and Digital technologies. Students will all work on producing a Full publication as a Collective work.

Prerequisite: 0703218-Digital Illustration and Painting

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0703318 Fundamentals of Arabic Calligraphy (1-3-3)

This course introduces the fundamentals of materials and techniques about Arabic calligraphy for beginners. It will provide a broad-based studio experience in Arabic calligraphy, tools, types of ink, different types of papers and rituals related to the ornamentation. Students will learn and practice basic lettering by completing a series of basic writing exercises. Historical aspects of Arabic calligraphy will also be explored so that students develop a greater understanding and appreciation for this unique art form.

Prerequisite: 0703216-Typography II

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0703344 Special Topics in Visual Communication (1-3-3)

The course offers a dynamic exploration of specialized themes, trends, and emerging concepts in design and related fields. Participants shall engage in topics that bridge the realms of design and creative expression.

Prerequisite: 0703310-Visual Communication Studio III