| Summary: | his paper presents an analysis on the visual composition of Londrina State University entrance exam’s posters. The study took into consideration the pieces designed by students of the institution in the Graphic Design course, aiming to highlight the importance of knowledge and mastery of Design fundamentals for the construction of visual messages and identifying pragnanz* in order to strengthen the University brand. Design fundamentals listed by Lupton (2014) were used as a guideline. The study sought to understand the importance of this educational activity for the professional and academic development of participants, and to keep records of the activity, given the historical role in regional design.
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