paper presents advances of the project The histories of the designs in Bogota: a comparison of the and changing discourses that (re)configured the academic programs of Graphic Design. In this research we analyze the narratives, histories and founding discourses that constituted the university races of Graphic Design during 1960-1970; Contrasting it with the introduction of shifting discourses based on technology and digitalization in the decade of the 90s. Methodologically for this phase an exploratory review of documents and specialized bibliography is undertaken. In this way, it is evident how the institutionalization of the designs in the universities under the context of capitalist industrialization had a strong developmental and commercial imprint that fixed its attention in the prefiguration of the form and in the means of representation in each historical moment.