Advanced Graphic Design

Summer and Winter courses - Florence

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Nowadays the Graphic Designer figure needs to be particularly dynamic, being not only an expert in visual languages, but also a specialist of communication strategies. With the developing of the digital technology, graphic design has become pleasantly intricate and exciting. Every day new communication tools make the professional figure more interactive and engaging.

Dynamic images, GIF, viral videos and sounds are becoming trends inside of interactive works. The Graphic Designer is capable of interacting with multiple clients in different fields thanks to a developed versatility.For this reason he has to deal with new technologies and always be up-dated on latest digital tools, in order to anticipate the times and offer  innovative solutions to the market.


  • Start date
    July 2018
  • 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 students 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 place and an idea ) as a starting point for the students’ project. 

Based on the students’ research and drawing inspiration from the visits to major art and historical sights, and open-air attractions in Florence, students create a visual concept for a “New Museum in Florence”. Participants 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.

Tommaso Tancredi

Tommaso Tancredi
Photographic techniques for the creation of visual content, an orientation tour in the City Center. Freelance Photographer and Video Maker. Since 2005 has practiced through many fields of image creation. Has a deep knowledge of commercial and editorial photography, having worked with several broadcasters and agencies such as Sky Arte HD, Domus, Condè Nast, Gruppo Editoriale L’Espresso, Mediaset, Rai. Since 2014 holds photography classes at IED Firenze  

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. Personal Website  

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 experience and interaction design. 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 provided a full range of design and consultancy services to clients.  

  • Study Plan

    • Contents of Digital Photography

      Shooting outside: a tour to discover the city of Florence and to create photographic content and to identify the theme chosen for the personal project. Technical advice on the use of a DSRL, photo framing, lenses and lights.

    • The Museum System and the Public Utility

      Graphic Design
      A Brief History of the Public Utility Graphic Design in Italy: the Master in PU Graphic Design, how to created a system and how to apply it.
      Signage: how to create a visual identity of a museum and how to convey information.
      The info-graphics: what is needed in internal and external captioning and explanations.

    • Museum System and Public Utility Graphic Design Public Utility Graphic Design in Italy

      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.

    • Typography and Font Creation

      The course aims at understanding how typefaces are built, work and interact, through analysis of a single glyph and words and their composition. The end result will be a typeface (either a brand new one or a modification of an existing one) that will be used as a text or titles, and a whole set of elements for a museum’s info-graphics.

      Letter: anatomy, size, scaling, classification, families and super families, caps and small caps, mixing type - faces, numerals and punctuation.
      Text: kerning, tracking, line spacing, alignment, vertical text, marking the paragraphs, enlarged caps, hierarchy. How text changes in headers, subtitles, book text and captions.
      Modifying characters: logo design via lettermorphing.
      Creating symbols: creation of a set of infographic elements for a museum’s internal and external signage.
      Assembling the glyphs: Building a typeface with professional software.

    • 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.