Abstract:

This paper focuses on a new set of competencies from which a sign design course can be developed with a curriculum rooted in an understanding of contemporary sign design practice. The 25 design competencies have been developed from extensive research on the nature of sign design, an analysis of signage in Jordan and the education of sign designers and graphic designers in Jordan and the UK.
The proposed curriculum has arisen out of an argument suggesting that regulation alone will not reduce visual clutter, and that sign designers need to play a proactive role in creating effective commercial signage which is in keeping with local culture, environment and regulations. For this, sign designers need to be equipped with a wider range of skills than are taught in graphic design.

The competencies evolving out of the research were validated by an expert panel of academics and practitioners in order to determine which sign design competencies are essential in an expanded sign design curriculum. The resultant competencies encompass a mixture of elements drawn from design research and practice, management and graphic design.

Keywords:

Sign design curriculum, design education, graphic design, commercial signage design, crafting the education.