Complete guide to communication: Keys to learning about communication strategies

A comprehensive compilation of graphic communication. Learn everything you need to know about communication, assertive communication and media, with deep reflections, case studies, bibliographic references, enriching discussions, and practical recommendations.

Luciano Cassisi How to Choose the Right Type for Your Logo Understanding the strengths, limitations, and characteristics of brand mark types helps determine which one—or ones—best fit each logo design project.

Norberto Chaves Typological Thinking in Logo Design A key requirement for effectively evaluating and creating logos and brand marks.

Luciano Cassisi Logo Functions Not all brands are used for the same purposes. Knowing in detail the functions that they must fulfill, is essential to design them well.

Guillermo Dufranc Healthy Food has Changed Packaging Design Since nutritional information became important and popular concern about it grew dramatically, many food brands have foreseen this as an opportunity to build their identity.

Fernando Del Vecchio Some Ideas are Too Big We all have ideas. Some have great ideas. What is the difference between an idea and a big idea?

Norberto Chaves Corporate Brand: Selling a Design or Transfering a Resource? The advantage of agreeing with the client the sectorial diagnostic and the typological selection before proceeding to the brand's design.

Norberto Chaves The Casting Session Commercial spot for a brand campaign.

Norberto Chaves Design and Message Credibility Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.

Norberto Chaves With or Without a Graphic Symbol A brand choice conditioned by the profile of the organization and its communication.

Pau De Riba What graphic design awards can't see This article analyzes the lack of information available to the design awards jury, and how that compromises their ability to actually evaluate the value of a project.

Norberto Chaves Verbal/Non Verbal as an Identifying Polarity The typological role in identity reference.

Pau De Riba Invisible Design After the “premium” stage where design acts as quality mark, good design should become a “commodity”, a component of the welfare society we take for granted.

Norberto Chaves The Equal and the Different To provide a real basis for the idea of “originality”.

Fernando Rodríguez Álvarez The Citizen Designer In the dark days that live Mexico, emerges a discussion about how designers get involved with social conflicts.

Norberto Chaves Don't Mess with My Design! The interprofessional critique taboo: insecurity, paranoia and corporatism refuge.

Norberto Chaves A “Graphic Houdini” The combined role of programmatic restrictions and creativity in the accomplishment of message effectiveness.

Sebastian Guerrini How to Design Political Campaigns A recommended structure for designing a political campaign.

Fernando Del Vecchio And Where are the Opportunities? Somebody has a problem and somebody has the answer to that problem, but... ¿How can we do to meet this couple?

Sofia Escudero Holistic and Bimodal Study in Packaging The application of a multi sensorial study of packaging puts us nearer, more accurately, to a brand's global perception.

Raúl Belluccia And, How My Client's Brand is Doing? To diagnose the “health state” of a client's brand is essential to tackle it's effective redesign.

Jorge Luis Muñoz Social Design: Definitions Graphic design seeking for understanding between sender and receiver through communication.

Fernando Del Vecchio The Challenge of Communicating Value A question to which creative entrepreneurs have no answer to: the value of their proposal.

Premio Clap CLAP International Design Awards We launch the the first excellence awards for design, branding and communication professionals in Latin America.

Jorge Luis Muñoz What is social design? Design's social impact is a research area not covered enough by designers.

Nathaly Pinto The Critical Designer and Material Culture Working unreflectively and predominantly for neutral or anti-social programs perpetuates a society characterized by inequalities.

Guillermo Dufranc The Rise of Craft Beer Craft beers are opting for innovative designs, focusing more on communicating their quality and craftsmanship than denote European tradition.

Fernando Del Vecchio A Passion for Design Who doesn't want to feel passion for what he or she likes, and loves?

Julio Broca The Image as Idea, Graphic, and Message What is an image? How is it conceived? How is it part of a message?

Guillermo Dufranc Zero Waste Packaging: Possible or Not? Although to eradicate packaging waste may sound impossible to achieve, sustainability is a path to take and make improvements over time to reduce environmental impact.

Jorge Del Toro What Does My Design Communicate? Bad communication is a problem that we experience every day. Design plays an important role in communication and should be congruent.

Jorge Luis Muñoz Social Design Cases Social design as a part of graphic design is not only a matter of concepts; it is fundamentally awareness on what is designed and what is done.

Greta Sánchez Instagram: Rage for Ubiquitous Image The most succesful image social network, beyond predjudices about it triviality, is also a tool that can be used in marketing, visual education and ethnograpic research.

Alfredo Gutiérrez Borrero When Conviction Gets in the Way Not all pathways lead us to the same design, nor we all have to design through the same pathway.

Ana Yago Purity The role of photography is still the same: to portray a moment. Real or imagined, the look of the creative is always there, seeing what others will see before shooting.

Martha Gutiérrez Miranda Design and Intelligence Development Human beings are born with several potentialities marked by genetics; nevertheless, today we know that we can develop some others through certain stimulus, like design.

Fernando Del Vecchio Innovation on Design Is Not Inside Design Nowadays, is common to listen in almost every conversation “innovation” term. Everything must be “innovative”. However, innovation is not the same for everyone.

Carlos Rioja Vindicating Handwriting Design is often associated with normalization and sterilization. But handwriting is still a good way to reconnect with our roots and recover vitality.

Pablo Bertero Creative Myopia The lack of strategic thinking in design and creativity proposals leads indirectly to the standardization of creative results.

Juanjo Junoy To Think, Feel and Do: Three Clues to Perception Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.

Victor Garcia Kusi Kusi: Identity as a (regrettable) ‘State affair’ A recognized puppet theater from Lima, multi-award winning internationally, active for half a century, is claiming against Channel 7 TV Perust for usurping their brand.

Marco Rinaldi Management vs. Leadership We don't need to manage the present but we should lead the future.

Fernando Del Vecchio About Effectiveness Being efficacious entails doing the right things; being efficient, doing them correctly. Being effective means being efficacious and efficient.

José Antonio Giménez Ave, Caesar, Morituri Te Salutant The values and sensations that used to be conveyed through the physical characteristics of the medium should not be replaced by a void now.

Alfredo Gutiérrez Borrero Forum, “Fuero” and “Foras”! On the shared construction of a design without geographical, academic or professional boundaries.

Sebastian Guerrini I Am a Designer Anthropologist My job, designing brands for clients with global reach, involves a different approach from that of a traditional designer.

Silvina Rodriguez Picaro Finding Your Perfect Brand Name Every company needs names for their business, for their products, for their services, for their procedures, and even for their mascots (if they have them)!

Daniela Del Pino Branding Types Branding is connected with brand image, positioning and reputation. It is the result of an endless list of marketing and design strategies.

Lorena Garcia Hidalgo Why Does the Client Think Different? When a client rejects our work is usually because we do not take their opinion into account. We think that it is only us, the designers, who have the knowlegde.