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DIPLOMA IN GRAPHIC DESIGN AND VISUAL COMMUNICATION 1 Syllabus Mumbai University by munotes
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Copy to : -
1. The Deputy Registrar, Academic Authorities Meetings and Services
(AAMS),
2. The Deputy Registrar, College Affiliations & Development
Department (CAD),
3. The Deputy Registrar, (Admissions, Enrolment, Eligibility and
Migration Department (AEM),
4. The Deputy Registrar, Research Administration & Promotion Cell
(RAPC),
5. The Deputy Registrar, Executive Authorities Section (EA),
6. The Deputy Registrar, PRO, Fort, (Publi cation Section),
7. The Deputy Registrar, (Special Cell),
8. The Deputy Registrar, Fort/ Vidyanagari Administration Department
(FAD) (VAD), Record Section,
9. The Director, Institute of Distance and Open Learni ng (IDOL Admin),
Vidyanagari,
They are requested to treat this as action taken report on the
concerned resolution adopted by the Academic Council referred to in
the above circular and that on separate Action Taken Report will be
sent in this connection.
1. P.A to Hon’ble Vice -Chancellor ,
2. P.A Pro -Vice-Chancellor,
3. P.A to Registrar,
4. All Deans of all Faculties,
5. P.A to Finance & Account Officers, (F.& A.O),
6. P.A to Director, Board of Examinations and Evaluation,
7. P.A to Director, Innovation, Incubation and Linkages,
8. P.A to Director, Board of L ifelong Learning and Extension (BLLE),
9. The Director, Dept. of Information and Communication Technology
(DICT) (CCF & UCC), Vidyanagari,
10. The Director of Board of Student Development,
11. The Director, Department of Students Walfare (DSD),
12. All Deputy Registrar, Examination House,
13. The Deputy Registrars, Finance & Accounts Section,
14. The Assistant Registrar, Administrative sub -Campus Thane,
15. The Assistant Registrar, School of Engg. & Applied Sciences, Kalyan,
16. The Assistant Registrar, Ratnagi ri sub -centre, Ratnagiri,
17. The Assistant Registrar, Constituent Colleges Unit,
18. BUCTU,
19. The Receptionist,
20. The Telephone Operator,
21. The Secretary MUASA
for information.
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(Appendix ‘B’)
New Ordinances 6699 & 6700 relating to the
Diploma in Graphic Design and Visual Communication
1. Necessity of starting th is course:
There is a well -defined need for graphic designers in the world of
communication. The ability to convey messages for commercial purposes or social causes is
an attribute needed for almost every industry. The training offered through the course,
surely benefits the students as they learn to effectively communicate messages using
different mediums of art. The commercial artist, through the course will develop the
potential, to make a difference, no matter if it is a small flyer or a ma jor advertising
campaign.
The added digital skills will upgrade the student’s artistry to a greater level. Thus, creating
their own unique style of work.
The course introduces to the student to a variety of historical, theoretical and conceptual
issues, and to processes related to the generation, development and production of designed
outcomes. Exercises and project work enable them to demonstrate the understanding of the
principles of design, and encourage awareness of their relevance and importance with in
design and communication.
Being a part of a reputed, accredited institution puts students at an advantage so that in
addition to a well -rounded education we can give them the best possible, once they step into
the working world, giving them a strong fou ndation on which to build their careers.
Furthermore, it will open doors unprecedented for our students. Conferring diplomas
attached to an accredited institution thereby providing potential recruiters with an assurance
of quality of education and skill.
2. The UGC has recommended to start this course.
Yes. The UGC has made a strong recommendation for Skill based courses, keeping in tune
with the Government of India initiative of a National Design Policy. Such a course visualizes
a design enabled industry and aim to have a positive impact on the quality of life and in tune
to the national economy.
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3. This course has not commenced in 2019 -2020.
4. This is a proposed course, and it will be self financed.
5. This is a one -year diploma course. The course is designed to provide professional
training for the Graphic Design & Visual Communication industry, and encompasses all the
advanced skills needed to work in the industry. It would not be possible to compress this
course
6. The intake capacity for this course is 30 students.
7. JOB OPPORTUNITIES: -
Junior graphic designer
Junior illustrator
Junior UI designer
Studio person for photo editing and preparing artworks
Background artist
Assistant to a photographer
Rough story board artist
Texture ar tist in an animation studio
Wall painting artist
Freelance graphic designer
Art classes for kids and for various entrance exams for art colleges
Hobby classes for drawing/calligraphy
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AC- 29/06/2021
Item No. - 8.14 (N)
UNIVERSITY OF MUMBAI
DIPLOMA IN GRAPHIC DESIGN AND VISUAL
COMMUNICATION
(to be introduced with effect from the academic year 2022 -23)
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UNIVERSITY OF MUMBAI
Syllabus for Approval
Name & Signature of BOS Chairperson : Dr. (Mrs.) Geeta Ibrahim
Sr.
No. Heading Particulars
1 Title of the Course
O. 6699 Diploma in Graphic Design & Visual
Communication
2 Eligibility for Admission
O. 6700 Std. XII or Equivalent
3 Passing Marks
R - 9442
40%
4 Ordinances / Regulations
( if any)
5 No. of Years / Semesters
R - 9443
1 year / 2 Semesters
6 Level P.G. / U.G. / Diploma / Certificate
( Strike out which is not applicable)
7 Pattern Yearly / Semester
( Strike out which is not applicable)
8 Status New / Revised
( Strike out which is not applicable)
9 To be implemented from
Academic Year From Academic Year 2022 -23
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Name & Signature of Dean: ____________________________
DIPLOMA IN GRAPHIC DESIGN AND VISUAL
COMMUNICATION
Medium of Instruction: English
RATIONALE: -
There is a well -defined need for graphic designers in the world of
communication. The ability to convey messages for commercial purposes or social causes is
an attribute needed for almost every industry. The training offered through the course, surely
benefits the students as they learn to effectively communicate messages using different
mediums of art. The commercial artist, through the course will develop the potential, to make
a difference, no matter if it is a small flyer or a ma jor advertising campaign.
The added digital skills will upgrade the student’s artistry to a greater level. Thus, creating
their own unique style of work.
The course introduces to the student to a variety of historical, theoretical and conceptual
issues, and to processes related to the generation, development and production of designed
outcomes. Exercises and project work enable them to demonstrate the understanding of the
principles of design, and encourage awareness of their relevance and importance wi thin
design and communication.
Eligibility: STD XII or Equivalent
Fees Rs. 83,300/ - + GST applicable
Student Intake capacity: 30
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SEMESTER - I
UNIT SUBJECTS
INTER
NAL
MARKS SEMES
TER
END
EXAMI
NATIO
N
TOTAL
MARKS
TOTAL
HOURS
CREDI
TS
1. Advertising, Art and Ideas
– (THEORY) 40 60 100 45 3
2. History of Visual
Communication – (Theory) 40 60 100 45 3
3. Graphic & Information
Design – (Practical) 40 60 100 45 3
4. Package Design –
(Practical) 40 60 100 45 3
5. Drawing – (Practical) 40 60 100 45 3
6. Communication Design – I
– Indoor Media - (Practical) 40 60 100 45 3
7. Communication Design – II
– Outdoor & Point of
Purchase – (Practical) 40 60 100 45 3
8. Typography & Photography
– (Practical) 40 60 100 45 3
9. Computer Applications 40 60 100 45 3
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
1. Advertising, Art and Ideas –
(THEORY) 3 100 3
OBJECTIVES: -
To learn about the role of advertising, Media and selection of different media.
COURSE CONTENT HOURS
UNIT 1 Traditional and modern media., types of media
15
UNIT 2 Product and service, consumer and their relation.
15
UNIT 3 Role of color.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
2. History of Visual
Communication – (Theory) 3 100 3
OBJECTIVES: -
To facilitate exchange of ideas and the process of conveying thoughts,
suggestions, information with respect to environment, surroundings, situations
and their influence on visual understanding.
COURSE CONTENT HOURS
UNIT 1 Types of workplaces in different fields in terms of space,
color, texture and surface. 15
UNIT 2 Visual presentation – body, face, actions and vocal as
well as instrumental presentation 15
UNIT 3 Historical development of theatrical performance of the
Indian, Asian and western world. 15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
3. Graphic & Information Design 3 100 3
OBJECTIVES: -
To encourage conceptual thinking and problem solving in context to design
development.
To utilize information in a functional and aesthetically appealing manner for
better communication.
COURSE CONTENT HOURS
UNIT 1 Use of colour. Symbolic visibility aspect of colour. 15
UNIT 2 Generation of symbols for various purposes.
Difference between simplified and graphic design 15
UNIT 3 Systematic approach to design information content –
content planning – hierarchical sequence.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
4. Package Design 3 100 3
OBJECTIVES: -
To understand the importance of packaging as one of the media in communication
design. To develop a user – friendly shape and design the surface of a product in an
artistic manner.
COURSE CONTENT HOURS
UNIT 1 Fundamentals of package design 15
UNIT 2 Designing principles of package design. 15
UNIT 3 Aspect that influences package design.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
5. Drawing – (Practical) 3 100 3
OBJECTIVES: -
To study the structure of human figures, birds and animals.
To sketch from surroundings to learn various techniques of rendering and
application of various surfaces.
COURSE CONTENT HOURS
UNIT 1 Human anatomy, head study, study of shade and light on
human body, drawing in line and mass 15
UNIT 2 Body portion and actions, facial expressions, hand
gestures, adding related background from the study done
in outdoor sketching. 15
UNIT 3 Study of human anatomy, head study, drawing in line
and mass
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
6. Communication Design – I –
Indoor Media – (Practical) 3 100 3
OBJECTIVES: -
To understand the specific purpose of communication in print media.
COURSE CONTENT HOURS
UNIT 1 Daily consumer and consumer durable products 15
UNIT 2 Commercial services 15
UNIT 3 Non-commercial services for ideas in public welfare 15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
7. Communication Design – II –
Outdoor Media and Point of
Purchase – (Practical) 3 100 3
OBJECTIVES: -
To understand the specific purpose of communication in outdoor media.
To understand the specific purpose of communication at the place of sale.
COURSE CONTENT HOURS
UNIT 1 Daily consumer, consumer durable products.
15
UNIT 2 Service: Commercial , non -commercial, idea s (Public
Welfare)
15
UNIT 3 Media to be covered - Poster (long viewing and long
range), Hoarding
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
8. Typography & Photography –
(Practical) 3 100 3
OBJECTIVES: -
To understand letter forms as a sign for its spontaneity, grace, design and
impact and to train the eye for traditional as well as contemporary typographic
aesthetics .
To understand importance of photography in communication media, history of
photography, camera and accessories, light and lighting, photography and
reproduction process and professional scope.
COURSE CONTENT HOURS
UNIT 1 Letter forms
Type family, font 15
UNIT 2 Experimental typography
15
UNIT 3 Design of creative fonts with the help of different
material like wire, threads, nails, paper, plaster of
paris, soap, light etc.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
9. Computer Applications 3 100 3
OBJECTIVES: -
To learn the latest computer software that will enhance designing and
execution.
COURSE CONTENT HOURS
UNIT 1 Advanced Photoshop(Ps) for Photo editing and
enhancing. 15
UNIT 2 Illustr ator (Ai) for graphic designing . 15
UNIT 3 Illustrator (Ai) for advertising.
15
EVALUATION :
All subjects will be evaluated through
Continuous assessment of sessional work in the form of assignments,
drawings and tutorials.
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SEMESTER - II
UNIT SUBJECTS
INTER
NAL
MARKS SEMES
TER
END
EXAMI
NATIO
N
TOTAL
MARKS
TOTAL
HOURS
CREDI
TS
1. Advertising, Art and Ideas
– (THEORY) 40 60 100 45 3
2. History of Visual
Communication – (Theory) 40 60 100 45 3
3. Graphic & Information
Design – (Practical) 40 60 100 45 3
4. Package Design –
(Practical) 40 60 100 45 3
5. Drawing – (Practical) 40 60 100 45 3
6. Communication Design – I
– Indoor Media - (Practical) 40 60 100 45 3
7. Communication Design – II
– Outdoor & Point of
Purchase – (Practical) 40 60 100 45 3
8. Typography & Photography
– (Practical) 40 60 100 45 3
9. Computer Applications 40 60 100 45 3
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
1. Advertising, Art and Ideas –
(THEORY) 3 100 3
OBJECTIVES: -
To learn about the role of advertising, Media and selection of different media.
COURSE CONTENT HOURS
UNIT 1 Study of market - their functions, limitation, scope
and status according to different consumers. 15
UNIT 2 Work process of an Advertising Agency, teams
involved in various types of jobs conducted.
Time duration, cost and other related factors with
respect to advertising professionals practice.
15
UNIT 3 Role of the Art Department, importance of artwork,
traditional and modern techniques of printing,
reproduction and media status.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
2. History of Visual
Communication – (Theory) 3 100 3
OBJECTIVES: -
To facilitate exchange of ideas and the process of conveying thoughts, suggestions,
information with respect to environment, surroundings, situations and their influence
on visual understanding.
COURSE CONTENT HOURS
UNIT 1 Religious, cultural, social, political and creative
types of drama. 15
UNIT 2 Study of various images - 2D and 3D from objects,
stairs, buildings, staircas es, etc each element as
apart from inner and outer space. Their various
relationships with color, light, tones.
15
UNIT 3 Visual aspects that on the whole create a meaning -
purpose -function -atmosphere.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
3. Graphic & Information Design
– (Practical) 3 100 3
OBJECTIVES: -
To encourage conceptual thinking and problem solving in context to design
development.
To utilize information in a functional and aesthetically appealing manner for
better communication.
COURSE CONTENT HOURS
UNIT 1 Union of text and image
Corporate identity and branding
Applications of various sizes on different surface for
various purposes at locations. 15
UNIT 2 Design principles employed in information design. 15
UNIT 3 Design of Invitation cards, calendars and other such
informative products.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
4. Package Design – (Practical) 3 100 3
OBJECTIVES: -
To understand the importance of packaging as one of the media in
communication design. To develop a user – friendly shape and design the surface of a
product in an artistic manner.
COURSE CONTENT HOURS
UNIT 1 Consumer, consumer behavior, handling mannerisms,
shelf appeal, protection to the contents, transportability,
stack ability, display, costing and estimating. 15
UNIT 2 Elements of package design. Colour, shape and text. 15
UNIT 3 Design for Labels, tags, CD covers and such articles
used on packaging surfaces
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
5. Drawing – (Practical) 3 100 3
OBJECTIVES: -
To study the structure of human figures, birds and animals.
To sketch from surroundings to learn various techniques of rendering and
application of various surfaces.
COURSE CONTENT HOURS
UNIT 1 Different rendering techniques 15
UNIT 2 Sketches from surrounding – outdoor and indoor
studies – including human figures – natural and
manmade object – animals, birds, landscapes,
buildings, public places.
15
UNIT 3 Perspective in drawing.
Mediums – Pencil, Pen, Ink, Colours etc.
Caricature drawing, Creative character designing for
advertising.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
6. Communication Design – I –
Indoor Media - (Practical) 3 100 3
OBJECTIVES: -
To understand the specific purpose of communication in print media.
COURSE CONTENT HOURS
UNIT 1 Creation of an advertisement brief. 15
UNIT 2 Media to be covered - Press,, Advertisements
15
UNIT 3 Media to be covered - Magazine Advertisements
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
7. Communication Design – II –
Outdoor & Point of Purchase –
(Practical) 3 100 3
OBJECTIVES: -
To understand the specific purpose of communication in outdoor media.
To understand the specific purpose of communication at the place of sale.
COURSE CONTENT HOURS
UNIT 1 Daily consumer, consumer durable products. 15
UNIT 2 Service: Commercial , non -commercial, idea (Public
Welfare) 15
UNIT 3 Media to be covered – dangler, bunting, counter
display, etc.
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
8. Typography & Photography –
(Practical) 3 100 3
OBJECTIVES: -
To understand letter forms as a sign for its spontaneity, grace, design and
impact and to train the eye for traditional as well as contemporary typographic
aesthetics
To understand importance of photography in communication media, history of
photography, camera and accessories, light and lighting, photography and
reproduction process and professional scope.
COURSE CONTENT HOU RS
UNIT 1 Study of different types of cameras and lenses
Types of lighting for various purpose
Portrait 15
UNIT 2 Still life and table top
Creative photographic techniques
Use of exposure meters 15
UNIT 3 Advanced lighting
Flash photography
Outdoor photography
15
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SR.NO TITLE OF THE COURSE HOURS PER
WEEK MARKS
ALLOTED CREDITS
9. Computer Applications 3 100 3
OBJECTIVES: -
To learn the latest computer software that will enhance designing and execution.
COURSE CONTENT HOURS
UNIT 1 Flash for basic animation 15
UNIT 2 XD for making prototypes 15
UNIT 3 XD for making websites.
15
EVALUATION :
All subjects will be evaluated through
Continuous assessment of sessional work in the form of assignments,
drawings and tutorials.
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Students to make presentation on selected topics which will be marked.
Teaching inputs include field visits, seminars, market surveys, study tour, assignments and
presentations in the above mentioned subjects.
Students showcase their collection at an annual exhibition which will be judged by eminent
personalities from the field of Commercial Art .
Students will work on interesting concepts create campaigns.
Participation in design competitions and Exhibition
JOB OPPORTUNITIES: -
-Junior graphic designer
-Junior illustrator
-Junior UI designer
-Studio person for photo editing and preparing artworks
-Background artist
-Assistant to a photographer
-Rough story board artist
-Texture artist in an animation studio
-Wall painting artist
-Freelance graph ic designer
-Art classes for kids and for various entrance exams for art colleges
-Hobby classes for drawing/calligraphy
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COMMERCIAL ART
FOR 2nd YEAR
SR.
NO REFERNCE BOOKS
1 Will, F. H.: Fundamentals Of Layout For Newspapers And Magazine Advertising,
For Page Design Of Publications & For Brochures. New York. Dover
Publications Inc., 1965.
2 Carter, David, E. (Ed.).: American Corporate Identity - 7. New York. Art
Direction Book Co., 1992.
3 The Graphic And Interactive Design Index - 13. Crans /switzerland. Roto Vision,
S. A., 1999.
4 Fishel, C.: Minimal Graphics. Massachusetts. Ro ckport Publishers Inc., 1999.
5 Point Of Purchase : Design Annual - 9. New York. Visual Refere nce
Publications, Inc., 2002.
6 CLIFF, STAFFORD.: 50 TRADE SECRETS OF GREAT DESIGN :
PACKAGING. GLOUCESTER, MA.. R OCKPORT PUBLISHERS INC., 1999.
7 Web Design Basics. Gloucester, Ma.. R ockport Publishers Inc., 2002.
8 Daniel, Donnelly: Www Design : Web Pages From Arround The World.
9 Communication Arts (Sept -oct, 1995), Vol 37(5). Switzerland. Roto Vision, S.
A., 1995.
10 Communication Arts (Jan -feb, 1996), Vol 37(8). Switzerland. Roto Vision, S. A.,
1996.
11 Carter, David, E. (Ed.).: Creativity - 26. Stadford, Ct. Art Direction Book Co.,
1997.
12 The Black Book Illustration - 2007. New York. Blac k Book Photography Inc,
2006.
13 Communication Art - 2007 Advertising Annual 48. Menlo Park. Coyne &
Blanchard Inc., 2007.
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Scheme of Examination: -
The performance of the learners shall be evaluated into 2 parts.
The learner’s performance shall be assessed by internal assessment with 40% marks in the
first part, by conducting the semester end examination with 60% marks in the second part.
The allocation of marks for th e internal assessment and the semester end examinations are
shown as below:
Theory:
Internal assessment 40%
Sr.
No. Evaluation Type Marks
1 Curriculum based assignments
A)Presentation with the use of ICT (10 marks)
B)Project based assignments (20 marks) 30
2. Active participation in routine class instructional deliveries 5
3. Overall conduct as a responsible learner, communication and leadership
qualities in organizing related academic activities. 5
Semester end theory examination: 60%
(Theory Exam will be of 2hr duration.)
Theory Question Paper Pattern:
There shall be 5 questions each of 12 marks. On each unit there will be 1 question.
Question1 will be based on the entire syllabus.
All questions shall be compulsory with internal choic e within the questions.
Questions will be subdivided into sub -questions a), b), c)….and the allocation of marks will
depend on the weightage of the topic.
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Practicals:
Internal assessment 40%
Sr.
No. Evaluation Type Marks
1 3 project based assignments based on the application of syllabus.
(10 marks each) 30
2. Journal/Portfolio 10
Semester end examination: 60%
(Practical Exam will be of 3hr. duration)
Sr.No Evaluation Type Marks
1 Design Studio work: Syllabus based (1 question) 25
2 Design Studio work: Application based on syllabus (1 question) 30
3 Viva 5
Standard of passing as per the ordinances set by the University of Mumbai for the credit
based semester and grading system.