First edition of “Challenges of Today in Communication Design”
The first Challenges of Today in Communication Design conference, held on November 26, 2025 at the Researchers’ Residence in Barcelona, inaugurated a new cycle promoted by the UB Chair of Communication Design. Supported by the University of Barcelona, Planeta Formación y Universidades, the Official Association of Graphic Designers of Catalonia, and the Catalan Ministry of Culture, the event aims to establish itself as a strategic space for critical reflection on the current challenges facing communication design.
The session opened with institutional remarks by Dr. Jesús Del Hoyo, joined by Dr. Tin Fonts and Dr. Casilda Güell, who emphasized the importance of aligning academic research with professional talent to drive the sector forward. From there, the program unfolded across two major thematic blocks.
The first block, focused on universal accessibility, incorporated the eighth edition of the “Disseny per a Tothom” initiative. The presentations offered an international and multidisciplinary perspective: from advocating knowledge as a tool for empowerment, to collaborative methodologies applied to accessibility, to criteria for improving communication with autistic individuals, as well as the institutional commitment to communicative accessibility in public administration.
Next, Dr. Sebastián Guerrini presented his book Once Upon a Brand. Marcas que cuentan historias, introducing a narrative and strategic approach to brand building that captured the interest of the audience.
After a break, the second block explored collective identity and its importance for the symbolic competitiveness of brands, institutions, and territories. Speakers examined the evolution of branding, the cohesive role of visual signs, and the challenges of maintaining relevance in an oversaturated, hyperconnected environment. The panel, presented by Dr. Fonts, featured prominent figures such as Alberto Choi, Pepe Cruz-Novillo, Toni Sellés, Sebastián Guerrini, and Dr. Del Hoyo.
The day concluded in an atmosphere of academic and professional rapport, leaving attendees with the shared sense of having participated in a high-value event—and eager for a second edition.
