Browsing by Author "Correia, Ricardo Andrade Lopes"
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- Brand marks analysis : criteria and evaluation components to an analysis toolPublication . Raposo, Daniel; Silva, Fernando Moreira da; Neves, João Vasco; Silva, José Gago da; Ribeiro, Rogério Paulo dos Santos; Correia, Ricardo Andrade LopesBrand Mark is one of the most relevant visual identity elements for the differentiation and identification of a brand and often the most used sign in various media. Although the effectiveness of some contemporary brand visual identity systems does not depend heavily on an easily recognizable symbol and/or logotype, Brand marks still play a very relevant role in most cases, especially in small systems. Previous studies were dedicated to the definition of selection and design criteria, as well as to the identification of connotations and Brand marks typologies in specific markets. However, the need for a tool for analysis and evaluation of Brand Marks persists, detecting graphic sectorial codes and the characteristics that determine symbolic and graphic effectiveness, power of fascination and comprehension. This work takes Visual Identity as research field of study and Brand marks as the research topic. The investigative process deals with the Semantic and Syntactic analysis of its infrasign of Brand Marks, in its relationship with the brand image. Based on literature review and framework of other studies or previous proposals, our main results are the definition of design principles and the identification of components that integrate the Brand Competitors Map for analysis of visual identity systems and of Brand Marks in particular.
- Brand marks examination : empirical study of graphic parts in their relation to contrast, recognition, and memorizationPublication . Raposo, Daniel; Silva, Fernando Moreira da; Correia, Ricardo Andrade Lopes; Ribeiro, Rogério Paulo dos Santos; Neves, João Vasco; Silva, José Gago da; Francisco RebeloBrand Visual Identity is an identification system that, with flexibility, ensures the unity and coherence of visual communication (in multiple media: physical as products, objects, or graphics; architectural and ambiance; audio-visual; digital and virtual). Brand Marks occupy a top place in the good performance of most Brand Visual Identity systems, even when these rely more on imagery and use Brand Marks with less expressiveness. In dynamic Visual Identity systems, the Brand Marks may constitute themselves as systems within the Brand Visual Identity supersystem. This study aims to dissect existing brand marks, focusing on how the graphic components (symbol, logotype) are designed, prioritised, and correlated to achieve differentiation, contrast, recognition, and memorisation. This include an empirical examination based on direct observation and exploration and in survey by questionnaire with a sample of 400 participants, aiming at the definition of design principles to aid the design of Brand Marks and to be considered in the definition of the “map of competitors” tool, which intends to aid in the analysis of multiple visual identities competing in the same market or segment.
- Brand Marks' performance in digital mediaPublication . Raposo, Daniel; Correia, Ricardo Andrade Lopes; Ribeiro, Rogério Paulo dos Santos; Neves, João VascoThe aim of this paper is to evaluate the graphic resistance and visual performance of Brand Marks in use on websites and social media. It aims to bring knowledge about the impact of digital media on the design of contemporary Brand Marks, but especially the limitations observed in brand trademarks originated during the 20th century or previously. Considering nowadays impact of online and digital communication, the internet of things, and the diversity of multiple screen dimensions, it is important to take a closer look at the performance of Brand Marks on websites, responsive web pages, audio-visuals, and social media. This topic is very relevant when studying or developing flexible systems of brand identification or even Brand Mark variants and respective visual guidelines. Specifically, we intend to observe how the design of Brand Marks and the digital environment compromise the graphic coherence of Visual Identity and brand identification. A systematic methodology was adopted, with a non-interventionist base, with the case study of 32 large and international brands. The results consist in the identification of a set of principles and graphic features which Brand Marks should follow to ensure its recognition, the coherence of Visual Identity and brand identification.
- Da identidade ao branding : caso de estudo Aromas do ValadoPublication . Correia, Ricardo Andrade Lopes; Martins, Daniel RaposoO projeto que aqui se desenvolveu teve como principal objetivo entender como se pode asseguar a coerência entre a identidade visual de uma pequena empresa com a sua identidade de marca, considerando os requisitos dos mercados em que opera. Para tal escolheu-se a "Aromas do Valado", uma empresa que se dedica principalmente a fabricar perfumes e produtos de higiene e cosmética com certificação biológica, que desenvolve a partir da extração dos óleos essenciais obtidos das plantas autóctones da região onde está situada, o território do Geopark Naturtejo. Considerou-se que a forma mais efetiva de proceder será utilizando uma metodologia de investigação mista, tanto intervencionista como não intervencionista, e com base qualitativa. No caso da investigação não intervencionista utilizou-se o método de estudo de caso, enquanto que na intervencionista a abordagem foi a de caso de estudo exploratório onde se desenvolveu, depois de analisar a empresa ao nível da sua identidade, identidade visual corporativa e estratégia de comunicação, umprojeto de melhoras da marca existente e a criação de uma nova para a linha de produtos comercializados pela empresa.
- Guidance and public information systems : diagnosis and harmonization of tourist signagePublication . Neves, João Vasco; Silva, Fernando Moreira da; Raposo, Daniel; Silva, José Gago da; Ribeiro, Rogério Paulo dos Santos; Correia, Ricardo Andrade LopesThe greater influx of tourists to certain territories raised the need to inform, guide and communicate basic messages, with a universal language, expressed through various analog and digital supports. This proliferation of means has led to a profusion of guidance and public information systems, some of which are regulated (such as the traffic signs system, signaling of routes and paths or the signaling of protected areas) and other unregulated systems (such as the signaling of religious, equestrian, municipal, historical, heritage and cultural routes, etc.). This article is the result of an ongoing research project, which aims to systematize tourist signage in Portugal, in order to satisfy and induce the potential or real demand for guidance, direction and information of tourists, in a clear and precise way, in addition to transmitting a unique and homogeneous image of the tourist product. Its scope will provide a clear reference framework, which facilitates the implementation of a normalized system by the organizations responsible for the standardization and implementation of tourist signage in Portugal.