Francesco E. Guida

Francesco E. Guida
Politecnico di Milano | Polimi · Department of Design

PhD

About

35
Publications
15,488
Reads
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12
Citations
Introduction
Architect, author and professor (assistant). He started to work as co-editor of an underground music magazine at the beginning of the 90’s and has been working as a graphic designer since. He is a consultant for visual identity, wayfinding systems and publishing design. His works have been exhibited in group shows in Italy and abroad and published in several books and national and international directories.
Additional affiliations
May 2022 - present
Politecnico di Milano
Position
  • Associate Professor
October 2013 - present
Politecnico di Milano
Position
  • Professor (Assistant)
Description
  • Responsible in charge and teacher in the final Communication Design Studio, third year of the Bachelor in Communication Design.
October 2010 - present
Politecnico di Milano
Position
  • Professor (Assistant)
Description
  • Teacher at the Communication Design Studio, second year of the Bachelor in Communication Design.
Education
September 2005 - April 2009
Politecnico di Milano
Field of study
  • Design & Technologies for Cultural Heritage
September 1989 - December 1998
University of Naples Federico II
Field of study
  • Architecture

Publications

Publications (35)
Conference Paper
Full-text available
The communication design field it's considerably changed in the last 20 years and more as well as the role of the designer. Technology has modified the daily work tools and new possible relations between the designer, the commitment and the final user can be underlined. Observing some of the most experimental practices, new visual languages have dr...
Research
Mario Dagrada has been a graphic designer and advertiser whose work is almost unknown. Of particular interest is the cover design for the Rizzoli series launched starting from the early sixties when the Milan-based design and industries were growing rapidly.
Book
Full-text available
Mario Dagrada has been a graphic designer and advertiser whose work is almost unknown. Of particular interest is the cover design for the Rizzoli series launched starting from the early sixties when the Milan-based design and industries were growing rapidly.
Chapter
Full-text available
The project Aiap Women in Design Award moves along the research path that Aiap opened some time ago with the aim of identifying contributions, testimonies, styles and trends in communication design. The idea is to try and reconstruct a history (or several histories) of graphic design, not necessarily through its leading figures or those who have be...
Conference Paper
Full-text available
and orientate users in specific areas. A site becomes accessible to users through such kind of systems. Wayfinding helps to communicate and make clear functions, paths and becomes a true interface between a place and the users. Signals can have a stronger role in terms of visual language in making evidence to a place’s identity. Enhancing it at the...
Book
Full-text available
Piccolo contributo monografico dedicato al lavoro del graphic designer Ilio Negri (Milano, 1926-1974), i cui materiali sono conservati nel Fondo Ilio Negri depositato presso il Centro di Documentazione sul Progetto Grafico di Aiap, Associazione italiana design della comunicazione visiva. The archive holds records of Ilio Negri (Milan, 1926-1974) p...
Conference Paper
Full-text available
In the communication design field, main applications of a generative approach are for information graphics and flexible visual identities. Looking to recent practices we can observe cases of visual identities – that can be defined as dynamic or post-logo – that present a completely opposite approach compared to the traditional production in the fie...
Conference Paper
Full-text available
Today the rigid hierarchy of visual identity, which has been consolidated over time, has been placed into question. Various factors have contributed to this remix: the technological factor above all, but also others associated with the critique, aesthetics and ethics of communicating. The world of cultural heritage has certainly not remained immune...
Conference Paper
Full-text available
In quella che possiamo definire come “epoca della transizione” – segnata dal passaggio dai sistemi analogici a quelli digitali – il carattere tipografico si è trasformato ben oltre le sue apparenze formali. È possibile affermare che il type design – l’area disciplinare nell’ambito del design della comunicazione visiva che si occupa di progettare ca...
Article
Full-text available
Pochi studi sono stati dedicati a ripercorrere una storia italiana del design legata agli eventi olimpici. Questo articolo si propone di colmare alcune lacune studiando il progetto degli architetti Albini ed Helg e del graphic designer Steiner per i VII Giochi Olimpici Invernali di Cortina (1956), in cui furono coinvolti per concepire la città come...
Conference Paper
Full-text available
Negli ultimi 15 anni, con l’affermarsi delle tecnologie del digitale nella gestione dei processi progettuali, si è assistito a una sostanziale modificazione dell’impalcatura di costruzione dei codici della “corporate image”, dell’immagine coordinata. L’“image” è sempre più metamorfica, sempre meno statica e immutabile. Il termine metamorfico intend...
Book
Type Design, ovvero progetto del carattere tipografico. Da quando il personal computer è entrato nelle nostre case, il carattere tipografico - il font, come è uso chiamarlo oggi - non appare più semplicemente come l'elemento primo per comporre la scrittura riprodotta sulla carta. È divenuto, di pari passo con l'accelerazione del flusso comunicativo...
Book
Full-text available
Il lavoro della Ferrante si distingue per una straordinaria continuità – da cui il titolo della mostra – che le ha permesso di attraversare la seconda metà del Novecento fino a tutto il primo decennio dei 2000 passando dalla professione di progettista grafico alla pittura, dalla calligrafia alla sperimentazione artistica. Un percorso in cui si ritr...
Book
Bob Noorda, one of the great Italian graphic (born in Holland), has defined with his work, the visual image of some of the most important italian brands (ENI to the Region of Lombardy, but also Coop, Feltrinelli, Mondadori and many others). Among the industrial and institutional brands, Noorda invented or redesigned the Italian Touring Club, with w...
Conference Paper
Full-text available
Un bene culturale ha un intrinseco valore di relazione ovvero la sua identità , la sua unicità, è data dalle relazioni che si instaurano tra un bene e l’intorno, alla scala più ampia e diversificata. Proprio questo processo di riconoscimento da parte di una comunità, identifica un bene culturale e lo rende tale: il valore d’uso del bene è che possi...
Article
Full-text available
Complex architectures require an accurate communication plan to guide its spaces, functions and flows. The signs that inhabit the surfaces of the projects designed by Gourdin & Müller of Leipzig create an ongoing dialogue with the architecture.
Article
Full-text available
Sign systems are the organization of information about a place, in order to make it more understandable and easily usable. For natural environments, it can also become a planning tool. Paths on a territory emphasize it and safeguard it. It is important to keep a good level of information along with respect for a natural context.
Article
Full-text available
Relationships between visual communication and architecture are solved in a signage system where light becomes the protagonist and links content and container. This is the project of Integral Ruedi Baur et associés for the "Cinémathèque Française": screened information, light rays narrating and entertaining informing and leading, creating the conti...
Article
Full-text available
New museums are still evolving and are increasingly representative of free time: they have to be open and accessible. In new museums, communication and new technologies still give their important contribution. The design system of "contact points" helps in building the global image, guaranteeing to the users a high degree of handiness.
Chapter
Full-text available
Il contributo culturale e progettuale della comunicazione visiva alla pubblica amministrazione in Italia.
Book
Full-text available
Una breve trattazione che cerca di definire i contorni storici, teorici e pratici entro cui un progetto di comunicazione coordinata può essere sviluppato nell’ambito, in continua evoluzione, dei beni culturali italiani. 4 progetti di comunicazione coordinata (Museo di Capodimonte, Pompei, Mart e Techtour) ideati e realizzati per contesti e con mod...

Projects

Project (1)
Project
“Design is simultaneously global, regional, national and local.” (Calvera 2005) The invitation aims to collect historical and/or critical contributions that address the topic from the point of view of project practices in its various forms (product, service, visual communication, spaces / environmental design, ...) as well as that of methodologies and design theories, declined in directions such as the following: experiences, relating to places and contexts, which have remained unexplored or little investigated in the history of Italian and international design that can highlight new maps and geographies of history; networks and relationship dynamics between designers, schools/institutions, companies, organizations/associations developed along lines such as centre-periphery, local-global, national-international; cases of interactions, influences and reciprocal influences between different contexts both ways, or the transfer of design, production, theoretical models from peripheral areas to those of the centre; relations between designers or enterprises and international associations that have stimulated changes in the design culture; changes in the organization of work, design, production, distribution and consumption due to relationships, exchanges and comparisons of different points of view linked to different contexts; other issues consistent with the aims of the call. Keywords: design history, relational geography, local, national, international, global, network, centre, periphery, context-related, decolonization, design culture and industrial culture. The deadline to submit abstracts is the 17th of July 2020. More info on the CfP here: http://www.aisdesign.org/ser/index.php/SeR