Graphic Design

Master - Florence

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The master in Graphic Design offers a path that is developed in a continuous relation between different fields, integrating the knowledge of the tools and technologies, the project culture and methodology with a sensibility towards Visual Communication and its representations.

Particular attention will be given to the New Media aspects and to the new frontiers of web communication, in order to create professional figures capable of acting within an evolving scenario.

The Graphic Designer figure, today, is particularly dynamic; being not only an expert in Visual Languages, but also a director of Communication Strategies based on the sign that is expressed on physical support in both real locations and virtual environments.

The Graphic Designer works in Advertisement and Communication Companies, in Web Agencies, in Publishing Houses or as a Freelancer in his own facility; he is able to interact with multiple clients in different fields thanks to a developed versatility. This professional figure, in fact, has the necessary tools to keep updated and anticipate the times, offering innovative solutions to his clients.

  • Start date
    January 2017
  • Duration
    10 months
  • Language

The Master in Graphic Design aims to fill the gap that is often created between available study paths and the ever-more demanding professional world, particularly in terms of acquired experiences and skills.


The master is tailored for graduates or professionals in the areas of Graphics, Architecture, Design, Fine Arts and Advertising. Participants with an adequate (two years) experience in the fields of management, communication, marketing, public relations or visual communications (graphic, product, interior, advertising, photography, web or social) are also welcome. 

Method and Structure

The Master has a complete and articulate program thanks to a balanced didactic structure, organized in three main areas: Cultural, Tools and Techniques and Project. 

The Cultural area's main objectives include the acquisition of notions and an effective method of communication of several types of projects. This area includes lectures, classes, workshops and individual studies.

The second area of Tools and Techniques aims at the application of graphic design in diverse contexts with particular attention to developing areas (video, social communication, mobile UI/UX, interface design and digital publishing).

The Project area is mainly practical and strategic and aims at the complete management of a communication project in all of its phases in collaboration with companies or other external partners.

Lessons and classes are all structured as working briefs and workshops. Participants will work on the basis of real briefs which are inserted from the start in a context that reconstructs the dynamics of working companies and studio in multiple contexts such as communication studios, companies or visual departments within institutions. Professors are selected from experts and professionals in the respective fields of teaching.  

In the last editions the Graphic Design master was host to exceptional guest speakers such as: 

David Moretti - Art Director WIRED Magazine
Marco Cendron - Creative Director with previous collaborations for Mondadori / ROLLING STONE Italy / GQ Italy
Riccardo Luna - Innovation Editor c/o La Repubblica

  • Cultural Area

    • History Of Design And Communication

    • Sociology and Ethics in Communication

      The historical relationship between the media and society. An introduction to communication studies, starting from the birth of Mass Media, passing through the counterculture, ending up to the New Media. The study of communicational behavior in public and private dialogue and how the need to consider the ethical approach to this field impacts the individuals, the communities and the societies that populate the world today.

    • Visual Communication

      The aim of this course is to explore, to experience and to deepen the essential themes of the visual communication, conceived as a universal language in the contemporary culture. Images are the new words of a collective language who connects all disciplines expressed by the variegated human community.

    • Marketing and Communication

      The different market segments, analysis of the critical factors of success. Aspects of marketing: consumer behavior and needs, product values, consumer satisfaction. Analysis and use of internet as a communication. Communication and public speaking techniques: how to structure theoretical arguments to support a presentation for a communi­cation project.

    • Account Management & Professional Development

      Providing knowledge and skills on communication and strategy to generate ideas and to work addressing the objectives. Seminars on topics in development and understanding, client relationship management, time management, project presentation skills and laws related to communication.

  • Techniques and Tools

    • Color & Print (printing Technologies: Pre-press)

      The course explores how work with colors and the technical challenges and creative opportunities of contemporary design production and how to prepare definitive proofs for production, in both high-end offset and digital printing. Proofreading. Budgeting – production costs.

    • Typography & Type Direction

      The course aims to fully understanding how typefaces are built, work and interact, through the analysis of a single glyph and the creation of a complete set of characters. The final result will be a complete typeface made with the correct tools (Font Lab Studio) and ready to use. Composition of text-only content, designing pages with balance between the various elements.

    • Adobe Creative Suite - advanced

      Photoshop / Illustrator / InDesign



    • Media Design

      Elements of digital photography / Video Design / Viral & guerrilla marketing / UI/UX Interface & Responsive Design / Digital Publishing: eBook, iBook Author, Adobe .folio / New Media & Interaction Design: ID, Arduino, Kinect and Leap Motion sensors.

  • Project Area

    • Creative Process

      Looking at problems or situations from a fresh perspective that suggests differents solutions, involving the discovery of new ideas and concepts.

    • Illustration

      The use of illustration to visually communicate information (drawing, painting, photograph)


    • Corporate Identity and Coordinate Image

      The strategies of corporations and public bodies; analysis of communication problems, project planning and execution; using brands, typography and colour codes; creating a corporate image handbook. The study of all the elements that create the visual identity of the company (study name, logo, business card, registered paper). The corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers.

    • Copywriting

      Copy is content primarily used for the purpose of advertising or marketing. The Copywriter is the “content writer” and helps to create pay-off for identity, taglines, advertising and to edit online and off-line, content-based, communication projects.

    • Creative Advertising

      Introduction to business communication topics: communicating, informing, promoting. The creative team and the creative process. How the copy strategy turns into a creative idea. Managing creative presentations. Production hints.


    • Publishing Design

      Constructing text “stories” and images in the context of complex publications such as magazines, newspapers, corporate brochures, books etc.

    • Packaging and Merchandising

      Looks at packaging as the consumer’s initial experience of the product and of brand corporate identity. Studies na¬mes, logos, roughs, mock-ups and final products.
      The methods, practices and operations used to promote and sustain the commercial activity. The variety of products available for sale and the display of those products in such a way that it stimulates customers interest.

    • Final Work

      Development of a complete final project (thesis), that is in line with the course contents.
      The purpose of the final work is to direct the study path towards the field or area that the students are most interested in and allow them to start the professional career.
      The final project can be developed individually or within a small group and is generally connected to a company, recreating the relationship between commissioner and freelance studio.
      A team of professors and tutors will follow the students in the creation of their chosen final work in order to maintain high quality standards.
      The final work is necessary to enrich the student’s portfolio that will include, as well as the final work, many of the projects produced during the other subjects.


Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Marzia Lodi - Master Course Coordinator

Marzia Lodi - Master Course Coordinator
“Design thinking made visual”. After graduating with a Degree in Architecture at the University of Florence, Marzia Lodi founded the Cultural Association MKN. MKN with the porpose of creating, conceiving and defining cultural spaces and atmospheres. From event production to expressions of cultural creativity, MKN constantly challenges the concepts and instruments of communication that define and change the multiple elements of Contemporary culture. Marzia Lodi has organized many events including the MUV Music and Digital Arts Festival. She has worked closely with the Festival of Creativity as Coordinator of Cultural Projects (projects includes Arsenale Armi di Communicazione di Massa “Weapons Arsenal of Mass Communication” 2008 and the interaction design project My City, New Media, New Cities 2009; “Officina Creativa@Le Murate” 2010). From October 2008 she is working for the Istituto Europeo di Design ( Florence Campus, as Academic Coordinator of the Visual Communication Department.

Cosimo Lorenzo Pancini

Cosimo Lorenzo Pancini
Founder and Creative Director at Studio Kmzero and type designer for Zfonts. Designer and Creative Director for Motion, Print and Advertising. Background in illustration, comic art and gaming development and strong experience in design for multimedia and the web. Interested in mixing new technologies, user experience and visual storytelling. With his partners at Studio Kmzero he has written and directed short animation videos, developed experimental software and websites, and produced print projects, as well as providing a full range of design and consultancy services to clients. Web Site:  

Francesco Canovaro

Francesco Canovaro
  Designer and Creative Director for Web, Motion, Print and Advertising. Background in programming (C/C+++/VisualBasic/PHP/Javascript/Actionscript) Painting and Illustration and strong experience in design for multimedia, web design, user expirience and interaction design. Interested in mixing new technologies, user experience and new. With his partners at Studio Kmzero he has written and directed short animation videos, developed experimental software and websites, and produced book and print projects, as well as providing a full range of design and consultancy services to clients. Web Site:  

Marco Innocenti

Marco Innocenti
Designer, illustrator and art director, experienced in copywriting and text redactions. Expert in magazine design, editorial design and type design. Expert in touristic and cultural promotion. Photographer. Co-owner of Kidstudio.

Simone Massoni

Simone Massoni
Simone Massoni, visual artist, lives and works in Florence. After starting his career as a children’s book illustrator, he moved his interests to aligned more with visual design and arts. You can find his latest visual explorations in books, magazines, advertising commercials and shows, mainly in US and Europe.

Laura Ottina

Laura Ottina
Laura Ottina is a graphic designer with twenty years of experience in the publishing industry. She has worked as project coordinator, art director, layout artist, calligrapher, author and iconographic researcher. Since 2005 she is part of the digital art and visual communication studio Popdesign.

Ingrid Lamminpää

Ingrid Lamminpää
Ingrid Lamminpää received her Degree in Architecture in 2005 and continues her academic career in Multimedia Communication and Design, completing her terminal degree a couple of years later. She currently teaches in several institutions in the city, besides IED. Her interests are Ethics in Communication, Visual/ Graphic Design and Social Media. As a result of her background in Communication she is pursuing her research in Social and Political Activism: gender studies, civil rights, non profit, sustainability issues.

Omar Rashid

Omar Rashid
Creative Director. Marketing director for Multiverso. Omar has a degree from Polimoda, Florence after which he interned at Givenchy in Paris and became a designer at the Zoo York in NYC. He then returned to Florence where he opened his brand, GOLD. His esxepiences and transversal figure see him involved in several projects at once: co-founder of Logic (Florentine club), Viral Marketing professor at the IED Florence.

Alessandro Capellaro

Alessandro Capellaro
Architect (graduated in Firenze in 1997) and Doctorate (2000), in 1998 is in Barcelona in Pep Llinas office. In 2003 opens q-bic studio in Florence. From 2010 is associated with b-arch. Professor in Graphic Design ad Visual Communication, Faculty of Architecture, Istituto Lorenzo de Medici and Auburn University of Alabama, since 2009 is a Visual Communications and Presentation Techniques at the Istituto Europeo del Design of Florence.

Massimo Alvito

Massimo Alvito
I am a copywriter. After a long and adventurous research path, in 1996 I founded my Communication Agency “Almagreal” with Giulia Reali, working mainly in retail, food, design and financial. The training, based on anthropology, brought me to develop integrated projects of communication, where the strategies of brand and product are focused not only to improve the business performance as in the development of projects focusing on content-mix dedicated.

Paolo Fiorini

Paolo Fiorini
Paolo Fiorini graduated in Economics, discussing a thesis on International Marketing. He is a marketing consultant and in 2006 founded Kaleidos Comunicazione srl, a communication, event planning and marketing consulting society. He has been teaching marketing and communication since 1997.

Vassili Spiropoulos

Vassili Spiropoulos
Vassili Spiropoulos, born in Florence in 1978, photographer and cinematographer, has been active professionally for the past 10 years being involved in numerous photographic and cinematographic projects. He has taught photography and cinematography in various schools and Institutes such as the Academy of Arts AD'A, the Institute at Palazzo Rucellai which hosts american Universities like Pennsylvania State University and Connecticut University, and the National School of Independent Cinema, SNCI.

Giovanni Iozzi

Giovanni Iozzi
Born and raised in Florence, since 1988 he works as a system administrator for communication systems in companies that work in graphics, multimedia and interior design. In addition he expanded in research and development for the fields of strategic and operative marketing. From 1996 he teaches at the Fashion Institute of Technology and lately at the IED Firenze.

Enrica Ficai Veltroni

Enrica Ficai Veltroni
Enrica begins to advertise in Milan in 1981. She works for J. Walter Thompson, Leo Burnett, BBDO and J.W.T. as an associate creative director. She has worked on national and international campaigns for Kodak, Heineken, Kellogg’s, Kraft Jacobs Suchard, Quaker, Alfa Romeo, Carlo Erba, Parmigiano-Reggiano, UniLever, Henkel, De Beers, etc. Strategic Copy writer, she combines creative talent with a strong experience in TV and radio production.  

Laura Boninsegni

Laura Boninsegni
Worked for 15 years as an Account in advertising (Grey, BBDO, Eretici), reaching the position of Client Services Director. Two years experience in Yomo as Associate Marketing Director. Currently she owns and manages a concept store online:  

Fiore Basile

Fiore Basile
Developer, creative, entrepreneur and maker. During his career as an IT expert he started web and mobile startups and managed international research projects. He currently manages FabLab Cascina, where he researches wearable technologies, affective computing and digital fabrication.  //

Lorenzo Masini e Silvia Agozzino

Lorenzo Masini e Silvia Agozzino
MUTTNIK  is a Florence-based collective composed by communication and product designers experts in different fields like: graphic design, Illustration, product and exhibit design, hardware repair and exotic food.