Advanced Graphic Design

Summer and Winter Courses - Florence

Download the brochure

The Advanced Graphic Design summer course provides you with the necessary skills and a solid understanding of the key areas of graphic design. You will increase your level of expertise and confidence in the many components of visual communication. With an in-depth knowledge of the principles of design you will learn to create professional designs in both print and digital formats as well as gaining valuable insights into the areas of logo creation, image creation, designing for the web, typography and branding.

During this three-week course, you will examine and draw inspiration from the artistic treasures and great museum in Florence in order to create the visual identity of a chosen museum that needs rebranding, maintaining the brand consistency and voice across mediums.

  • Start date
    July 2020
  • Duration
    3 weeks
  • Attendance
  • Language

Schedule: Lessons are held from Monday to Friday, on a full time basis (morning and afternoon) the course has a duration of 75 hours spread over 3 weeks.

Target : The program is intended for students who have competence or basic professional expertise in the area of study and are interested in developing their professional skills. Participants must be familiar with the main graphic tools and software (Adobe Ps/Ai) and should be motivated to work independently or in team and under deadlines.

Methodology and structure: With an in-depth knowledge of the principles of design, this program provides you with the skills to create professional designs in both print and digital formats, as well as gaining valuable insights into the areas of logo creation, image creation, designing for the web, typography and branding. The program takes Florence and its museums as a starting point for the students’ project. Based on your research, and drawing inspiration from the visits to major art and historical sights, and open-air attractions in Florence, you will create a visual concept for a “New Museum in Florence”. You will have to select the right visual elements, that consists in naming, branding, infographic and the advertisement campaign, to contact with the visitors. During the final presentation, each project will be discussed individually or in group.

Summer course includes a strategic combination of theoretical lessons, case studies and workshops with industry professionals, as well as site visits to design studios and exhibitions. Site visits are an integral part of the program’s learning experience and are designed to complement what is acquired in the classroom as well as serve as an on-going orientation to the field.

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.

Marco Innocenti - Course coordinator

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

Stefano Casati

Stefano Casati
He started his career graduating in Visual Communication at ‘Università degli Studi di Firenze’ and ‘Grafica per l’editoria’ at IED Firenze. He worked for ‘Frankenstein - Progetti di Vita Digitale’ where he started as Graphic and Web Designer and where he became Art Director. He left his position to become a full time Photographer and Videographer (events, corporate, fashion, still life and wedding). He mainly work in Italy (Florence, Rome and Milan), and collaborates with many communication and marketing agencies.  

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.  

Andrea Tartarelli

Andrea Tartarelli
Typography & Infographics Graphic Designer specialized in wayfinding, type design and type engineering. He has collaborated in the creation of fonts with Bubbleboddy, used by Google for the Doodle of the European Football Championships 2016.  

  • Study Plan

    • Museum visit

      Extensive visit on site at an important Florentine museum, to be used as an archetype for the formulation of the final project. This will be based on the rebranding of the second museum visited, currently with poor visual content. During the visits, a professional photographer will accompany you and your classmates and provide information and technical and framing strategies for the development of the final project.

    • Identity and Coordinate Image

      The study of all the elements that create the visual identity of a museum or art gallery (naming, logo and visual elements). The corporate image is designed to be appealing to the public, clear and functional, so that the final result can spark an interest among consumers. The

      visual identity project developed during the course represents the final project.


      Introduction to Corporate Design: elements of the corporate identity and the designer’s role in developing it.


      Analysis of Communication Problems: using brands, typography and color codes, project planning and execution.


      Logo Development and Application: coordinate image and its applications.

    • Museum System and Public Utility Graphic Design

      Analysis of public utility graphic design applied to the museum system.

      Signage: how to create a visual identity of a museum and how to convey information.

      Infographics: what makes a good data visualization

    • Advertising and Elements Of Presentation

      The final presentation: how to combine the elements in an appealing visual presentation of the project.
      Animations & eye-candy: creating appealing elements for both presentation and Social Networks interaction.
      The ad campaign: how to promote a museum both off and on-line.


    • Assignments and Final Project

      Creation of the visual concept for a “New Museum in Florence”, based on your research, your personal impression of the city and on what you would like the city presents to the world. The project consists in naming, branding, creating an infographic, and the realization of the advertisement for this conceptual museum.

      Given the peculiarity of the subject and the great number of world-famous museums in Florence, the task will be followed up to the tiniest details. The final presentation will be a discussion of each project realized individually or in group during the summer program.