Design to Communicate
A course by Leire y Eduardo, Professors of Graphic Design
Learn to master visual rhetoric
Leire Fernández and Eduardo Herrera hold PhDs in fine arts and are university professors and researchers specialized in graphic design. They develop design projects together and their work has been recognized through national and international awards.
In this course, they teach you to approach design by way of creating meaningful communicative concepts, showing you how to master visual rhetoric to translate verbal language into graphic language with equal or greater communicative power.
What will you learn in this online course?
15 lessons & 18 downloads
What's included in this course?
Begin by learning more about Eduardo and Leire's work, their influences, and sources of inspiration in design.
Next, explore the connections that exist between design and language and how the elements of one and the other coexist in a symbiotic relationship.
Discover how they generate ideas and create meaningful design concepts as they reveal the communicative opportunities that meanings in images can offer.
Dive into the vast world of visual rhetoric and explore the structural, syntactic, and semantic resources that it puts at your fingertips.
Learn to analyze book cover designs, posters, and brand identities in a critical way by studying their form, meaning, and communicative intentions—something that will be very useful when creating your own designs.
- 98% positive reviews (426)
- 7,210 students
- 15 lessons (3h 2m)
- 18 additional resources (11 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish, English, French, Italian, Portuguese, Turkish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish
- Level: Beginner
- Unlimited access forever
What is this course's project?
Apply what you learn in this course about the building blocks of visual rhetoric to designing a book cover, a poster, or a graphic identity for the brand of your choice.
Projects by course students
Who is this online course for?
Designers, illustrators, photographers, artists, or any professional or amateur looking for the most effective way to communicate ideas through design.
Requirements and materials
Basic knowledge of Adobe Photoshop and Adobe Illustrator is recommended but not essential.
As for materials, you need a computer with these or similar design programs installed to create your final project.
Reviews
Leire y Eduardo
A course by Leire y Eduardo
Leire Fernández has a doctorate in fine arts and is a professor of graphic design at the University of the Basque Country (UPV/EHU). Among her subjects, she specializes in editorial design, visual identity, and design professionalization and management.
Eduardo Herrera has a doctorate in fine arts and is a professor of graphic design at the University of the Basque Country (UPV/EHU). Among his subjects, he specializes in editorial design, typography, and visual identity.
Together they co-direct the graphic design and typography research group Letraz at the UPV/EHU. Both have published multiple books, most notably Diseño de cubiertas de libros: Recursos de retórica visual (Editorial Síntesis), Un proceso creativo en el diseño gráfico de carteles (Servicio Editorial - UPV/EHU), and Historias que marcan: Origen y significado de 50 marcas gráficas (Editorial GG).
Throughout their careers, they've collaborated on graphic design projects in a variety of fields, mainly in publishing, typography, poster design, and corporate visual identity, which have earned them awards such as the Klap Platinum award for the best font design, the Anuaria de Oro for the best design of an editorial publication, the Juan de Yciar Award for editorial quality, and the Letra de Plata in visual and graphic communication for the best coverage of an event.
They also organize and teach numerous courses, workshops, and conferences, including the Taller de Diseño Gráfico de los Cursos de Verano at the UPV/EHU in San Sebastián, as well as the Congreso de Diseño Gráfico and the Jornadas de Caligrafía in Arantzazu.
Content
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U1
Introduction
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Presentation
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Eduardo influences
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Influences Leire
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U2
Writing and speech
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For a meaningful design
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Design and verbal substrate
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Design as a process of significance
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U3
The construction of graphic discourse based on visual rhetoric: visual and expressive aspects
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A proposal for the classification of visual rhetoric resources
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Morphological rhetoric: graphic-plastic variants
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Syntactic rhetoric: structural variants
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Syntactic rhetoric: relational variants
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U4
The construction of graphic discourse based on visual rhetoric: aspects of meaning
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Semantic rhetoric: recognition variants
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Semantic rhetoric: referential variants
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Some case studies 1
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Some case studies 2
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Personal projects
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FP
Final project
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Design to communicate
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What to expect from a Domestika course
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FAQs
You’ll learn to use visual rhetoric, sketching, semiotic analysis, and composition to create innovative visual identities, posters, and covers, strategically using symbols, typography, and color.
Yes, this course is designed for those with basic graphic design knowledge who want to deepen their understanding of visual rhetoric, semiotic analysis, and creative processes applied to editorial projects.
It’s recommended to have prior graphic design knowledge or basic experience with visual composition. Familiarity with digital design tools like Illustrator or Photoshop is also suggested.
You’ll be able to analyze, synthesize, and create graphic signs, posters, and covers by applying principles of visual rhetoric, symbolism, composition, and semiotic analysis, enhancing your ability to communicate complex visual messages.
Yes, the course includes exercises in sketching, morphological experimentation, and developing identity signs so you can practice creating and transforming visual ideas.
Yes, you’ll learn to interpret and analyze covers and posters by identifying visual, rhetorical, and semiotic resources that build meaning and communication effectiveness.
The course covers strategic selection of typography and color in logo design, covers, and visual identity, analyzing their symbolic and communicative impact.
Este curso es un gran apoyo para diseñar a partir de la comunicación, retomar toda esta información es importantisimo para evitar bloqueos creativos y tener formas más acertivas de resolver problemas gráficos.
Es un curso impartido por dos diseñadores con experiencia en la docencia y que tienen amplia educacion en la comunicación visual. Los recursos adicionales y la presentación con la que imparten el curso son claros y faciles de poner en practica.
Excelente curso, recomendado! voy por la segunda vez que lo veo
Recién me acabo de inscribir y elegí este como mi primer curso porque quiero enfocarme en el diseño editorial. He aprendido que uno de los pilares del diseño es el lenguaje visual, ya que comprender su significado permite construir ideas gráficas sólidas, coherentes e impactantes.
los profes son excelentes, se aprende y se pone en práctica