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Visual Communication Design

视觉传达设计

History

专业沿革

视觉传达设计专业是广州美院设计板块发展时间最长、基础最扎实的学科之一，其历史可上溯到1953年广州美术学院创立时的图案科；1959年至1965年间，工艺美术系增设装潢专业；1996年装潢设计系独立成系，2005年更名为视觉传达设计系；2011年，本专业联合新媒体艺术、动画等专业成立视觉艺术设计学院；2019年，视觉传达设计专业入选国家级一流本科专业建设点。本专业办学地点为广州美术学院大学城校区。

Visual Communication Design is one of the disciplines with the longest development history and the solidest foundation in GAFA’s design section. Our history can be traced back to the Pattern Department when GAFA was founded in 1953. From 1959 to 1965, the Department of Arts and Crafts offered Decoration program. In 1996, the Department of Decoration Design was founded, which was renamed the Department of Visual Communication Design in 2005. In 2011, New Media Art, Animation and this program were incorporated into the School of Visual Arts Design. In 2019, Visual Communication Design was selected for the construction of national first-class undergraduate program. Courses are now offered at GAFA Guangzhou Higher Education Mega Center Campus.

Vision

专业定位

视觉传达设计专业以 “特色鲜明、国内一流、国际先进”为建设目标，旨在培养具备相应专业技能与独立工作能力的创新应用型人才，学习视觉传达设计及其相关门类与方向的基本理论和应用性设计技能，掌握图形、字体、编排、影像以及信息、数据的综合处理与创新表达能力，顺应信息化社会和媒体经济时代对内容制造和视觉传播的基础性需求。

We aim to be distinctive, first-class in China and advanced in the world. We strive to cultivate innovative and application-oriented talents with corresponding professional skills and independent working capabilities. Our students will learn basic theories and applied design skills of Visual Communication Design and its related categories and concentrations, master comprehensive processing and innovative expression capabilities of graphics, fonts, arrangement, images, information and data, and serve content creation and visual communication in the information-based society and media economy era.

Mission

培养目标

本专业培养具有艺术设计基础理论、视觉传达以及现代数字媒体设计创作方法等知识，具备较高综合素质和创新意识，能独立进行视觉传达设计实践与设计创新，同时具有强烈的社会责任感、正确的设计伦理观、良好的职业道德，胜任在专业设计机构、传播机构、企业、中等院校、研究机构等企事业单位从事视觉设计、教学、研究和管理工作的设计应用型与复合型创新人才。

Our goal is to prepare application-oriented and compound innovative design talents with basic theories of art design as well as methods of visual communication and modern digital media design and creation, comprehensive quality and innovation consciousness, a strong sense of social responsibility, design ethics and professional ethics, who can engage in visual communication design practice and design innovation independently and take up visual design, teaching, research and management in professional design institutions, communication institutions, enterprises, intermediate universities and research institutions.

Curriculum Design

培养规格

视觉传达设计专业学制为4年，专业课程学分为120分，由核心课程、专业选修课等组成。本专业注重从“知识”“能力”和“素养”三个层面进行培养，以塑造一名合格的视觉传达设计专业的学生，其中知识要求包括专业基础知识、工具性知识、专业理论知识，能力要求包括专业基本能力、创作实践能力、学习研究能力，素质要求包括道德素质、身心素质和人文素养。

This 4-year program sets 120 credits for professional courses, which consist of core courses and elective courses. We strive to train qualified Visual Communication Design students in terms of knowledge, capabilities and quality. Our students should learn basic professional knowledge, instrumental knowledge and professional theoretical knowledge, and form basic professional capabilities, creative practice capabilities, learning and research capabilities, moral quality, physical and mental quality and humanistic quality.

Courses

课程体系

视觉传达设计专业进一步明确“宽口径、厚基础”的人才培养特色和“市场化和实践性”的广州美院设计教学特点，进一步推进产学研一体化教学模式和协同育人体制机制的深化。本专业设置的核心课程主要有：字体设计、图形设计、编排设计、品牌插画、广告创意、出版物设计、品牌包装设计、导向设计、品牌塑造、数字媒体设计、交互艺术设计、毕业设计等。

Visual Communication Design further carries forward GAFA’s design teaching traditions (training talents with flexibility, solid foundation and market-oriented and practical capabilities), and promotes the industry-university-research integration teaching model and collaborative education mechanism. Core courses include Font Design, Graphic Design, Arrangement Design, Brand Illustration, Advertising Creativity, Publication Design, Brand Packaging Design, Oriented Design, Brand Building, Digital Media Design, Interactive Art Design, Graduation Project, etc.

Faculty

师资队伍

视觉传达设计专业拥有专职教师24人，其中正教授2人，副教授7人，博士学位获得者9人，博士在读7人，无论职称、年龄、学历、学缘等结构都较为合理。本专业还充分挖掘社会资源建设外聘教师队伍，通过校内校外、业内业外的融通，拓宽和提升专业教学的广度和深度。近年来，视觉传达设计教学团队成果丰硕。“广告创意精品课程教学团队”与“视觉艺术设计教学团队”先后获得省级教学团队立项并结题，“视觉传达应用型人才培养体系研究与实践”获第八届广东省教育教学成果奖。多名教师个人分获广东省师德标兵、南粤优秀教师奖、中国教育推动奖、中国当代杰出广告人、中国设计教育成果奖、中国设计事业突出贡献奖等荣誉。

Visual Communication Design is staffed by 24 full-time teachers, including 2 full professors, 7 associate professors, 9 doctor’s degree holders and 7 doctoral candidates. This staff structure is reasonable in terms of title, age, education background and origin of academic degrees. In addition, we have fully tapped social resources to recruit part-time teachers, and improved professional teaching by integrating internal and external resources. In recent years, our teaching team has achieved fruitful results. The Advertising Creativity Quality Course Teaching Team and the Visual Arts Design Teaching Team won and concluded provincial teaching team projects. The Research and Practice of the Visual Communication Application-oriented Talent Training System won the 8th Guangdong Province Education and Teaching Achievement Award. Our teachers have won the Guangdong Models of Teachers’ Ethics, South Guangdong Excellent Teachers Award, China Education Promotion Award, China Contemporary Outstanding Advertising Practitioners, China Design Education Achievement Award and Outstanding Contribution Award for China’s Design Career.

Teaching Facilities

教学条件

视觉传达设计专业充分发挥国家级产业平台“广美国家广告产业园”和省级科研平台“珠三角品牌战略协同创新中心”的独特优势，努力推进产学研一体化教学。同时根据教学建设与发展所需，进行相应的硬件设施配置，实现教学条件的有效提升，依托视觉艺术设计学院，本专业拥有平面设计实验室、苹果电脑实验室、影视后期实验室、数码创意设计实验室、多功能放映厅等教学设施，为专业人才的培养提供了良好的平台保障和实验技术支持。

Based on unique advantages of the national industrial platform GAFA National Advertising Industrial Park and the provincial scientific research platform Pearl River Delta Brand Strategy Collaborative Innovation Center, we strive to promote industry-university-research integrated teaching. We have configured corresponding hardware facilities to promote teaching and development, which effectively improves our teaching conditions. Relying on the School of Visual Arts Design, we boast various teaching facilities, such as graphic design laboratory, Apple computer laboratory, film and television post-production laboratory, digital creative design laboratory and multifunctional video hall, which provide good platforms and experimental technical support for the training of professional talents.

Achievements

教学成果

视觉传达设计专业历届在校学生多有荣获“世界学生之星”“时报金犊奖”“中国大学生广告艺术节学院奖”“one show广告节”“中国设计之星”“GDC”“360Awards”等国内外各项专业赛事奖项。师生团队完成了广州城市LOGO设计、2019年广州亚洲美食节吉祥物和LOGO设计、定向世界杯赛事视觉系统设计、广东省委宣传部“庆祝新中国成立70周年”“粤港澳大湾区”宣传海报设计等众多标志性应用转化成果。2019年9月17日，主要由本专业教师和研究生组成团队创作完成的“冰墩墩”正式成为2022年北京冬奥会吉祥物形象，为广州美术学院取得具有历史突破性的科研和教学成果。

Visual Communication Design students have won many awards in professional competitions at home and abroad, such as WorldStar Student, Times Young Creative Awards, Academy Award of Advertising Festival of Chinese College Students, ONE SHOW, Chinese Design Elites, GDC, 360Awards, etc. Our teachers and students completed the logo design for Guangzhou, mascot and logo design for 2019 Asian Cuisine Festival·Guangzhou, visual system design for Orienteering World Cup, the Celebration of the 70th Anniversary of the Founding of New China by the Communication Department of Guangdong Provincial Committee of the Communist Party of China, poster design of the Guangdong-Hong Kong-Macao Greater Bay Area and many other landmark application and transformation achievements. On September 17, 2019, Bing Dwen Dwen created by our teachers and postgraduate students officially became the mascot of the 2022 Beijing Winter Olympics, making a historic breakthrough in GAFA’s scientific research and teaching.

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Room 609, Administration Building, Guangzhou Academy of Fine Arts,  
No. 168, Waihuan West Road, Guangzhou University Town, Panyu District, Guangzhou