Image Culture I

Teaching staff

Mª Àngels Fortea

Mª Àngels Fortea

PhD in Design by Fine Arts Faculty of the UB. BA in Advertising and Public Relations. Membre of the Foundation's History of Design FHD.

PhD in Design from the Faculty of Fine Arts at the UB. Bachelor’s degree in Advertising and Public Relations from the UAB. Mª Àngels lectures at BAU, Design College of Barcelona, in the Graphic Design and Visual Communication area and specialises in the History of Design.

Fact sheet

Formal qualifications: Bachelor's Degree in Design

Credits: 6

Course: Third

Typology: Elective Graphic Design

Code subject: GDVG33


1. General objectives. Description of the course

  • A tour through the creators and movements that form the history of visual communication.
  • The intersection of visual communication with other disciplines: architecture, industrial design, cinema, photography, etc.

The course primarily aims to introduce students to the graphics discipline by means of a tour through its history; start a journey through the History of Graphic Design, with knowledge of its leading representatives, the most significant works, styles, schools, trends, etc. This journey begins in the Renaissance, and travels through to the twentieth century, ending with the Second World War and the 50s (the graphics of the post-war period).
During the semester, students will develop the necessary skills to achieve the following objectives:

  • 1.1. Enhance their knowledge of visual culture through the location map of the Culture of the Image that will be handed out at the end of the semester.
  • 1.2. Be able to apply to design work their knowledge of the Culture of the Image.
  • 1.3. Be able to propose and implement new graphics solutions thanks to the acquired knowledge.




  • 0. Introduction to the Culture of the Image.

The golden age of typography

  • 1. Gutenberg and the great typographical families.

The graphic industry between the two wars

  • 2. The New Typography.
  • 3. Art Deco and the modern commercial poster.

Design ater the second world war. The fifties: The national styles

  • 4. Germany during post-war: the ‘Hochschule für Gestaltung (HfG)’ (The Ulm School of Design).
  • 5. The Swiss School or International Typographic Style.
  • 6. Italian graphics.
  • 7. Poland after the Second World War: the conceptual image.
  • 8. Japanese graphics: the modern movement in Japan.

The modern movement in America

  • 9. The origin of the Modern Movement: the European contribution to American design.
  • 10. The American pioneers and persuasive communication in the USA.

The pioneers of spanish graphic design

  • 11. The origins of modern Spanish design.



  • Students acknowledge the historical sources of Graphic Design and Visual Communication, from the invention of printing until the Second World War: ages, styles, schools and professionals.
  • They can distinguish the graphic styles developed from the Renaissance until the Second World War.
  • Proper use of the tools for the development of historical research.
  • They show that they have acquired an advanced in-depth knowledge and understanding of theoretical and practical concerns.
  • They analyse their specific knowledge of the field and its contextualisation in both national and international environments.



  • SS1. Critical analysis and evaluation of the consequences and implications of proposals raised in design projects, both the student’s own and those of others, and their adjustment to suit the social, economic, political and cultural context.
  • SS2. Integration of knowledge and approaches related to cultural, artistic and historical references in design, to practical design projects in creative and innovative ways.
  • SS4. Apply appropriate methodologies and varied research according to the subject matter, both for knowledge management and for formal experimentation and production that meets academic and professional standards.



  • Observation of participation
  • Monitoring of the work produced
  • Reports from students and tutors
  • Realisation of works or projects
  • Other:
    • Presentation and oral defence of the work produced