ESART - Escola Superior de Artes Aplicadas
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Percorrer ESART - Escola Superior de Artes Aplicadas por contribuidor "Martins, Nuno Duarte"
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- Competitor map for analysis of brand marks and logo designPublication . Raposo, Daniel; Martins, Nuno Duarte; Brandão, DanielThis paper is a case report, presenting a method to dissect brand marks (logotypes and/or symbols) and Visual Identity Systems to inform the logo design process. The proposed method of competitors’map allows to scrutinize features and to identify existing common characteristics among sets of competing brand marks, improving decision making during the design phase, namely, the better paths to ensure graphic and semantic positioning and differentiation. This proposal of competitors’ map of brand marks and Visual Identity results from a research process conducted thought a mixed methodology, comprising non-interventionist components, such as literature review, dissection of existing methods and direct observation, followed by exploratory active research grounded on project design. Regarding results, we present a methodology and techniques to dissect brand marks and Visual Identity Systems, including strategies for analysing visual data and drawing conclusions about common denominators. This proposal of competitors’map of brand marks was validated by professionals in professional projects and with students in academic work.
- Dynamic visual identities: Fundamental principles of their designPublication . Fonte, Pedro; Martins, Nuno; Raposo Daniel; Pereira, Leonardo; Martins, Nuno Duarte; Raposo, DanielThis article analyzes Dynamic Visual Identities (DVI) intending to present a set of principles that designers should take into account when designing such systems. It starts with a literature review, approaching a set of reference authors, to clarify the key concepts around the DVI; its relationship with brands, brand identi-ties, visual identity systems; the socio-historical context that leads to the expansion of dynamic identities; the typology of DVI constructions, categorizing them and demonstrating some of their guiding and structural principles in their construction. A chronological overview of some pioneering DVI systems that introduced mecha-nisms designed for dynamism is also presented. Finally, based on the study carried out, the main potentialities and risks in the use of the DVI are presented and a set of principles to be taken into account in its design are identified.
- Exploring racial diversity in fashion brand advertising: An Instagram-based study of three prominent brandsPublication . Martins, Lara; Martins, Nuno; Pereira, Leonardo; Raposo, Daniel; Martins, Nuno Duarte; Raposo, DanielCultural and racial diversity in fashion brand communication has been a growing discussion topic, often associated with either spontaneous or organized by citizens movements advocating for issues of discrimination, exclusion, and even human rights. This article’s goal was to investigate the ethnic representation in the communication and promotion content published by three reference clothing brands on the Instagram social media platform: H&M, Lefties, and Zara. The study focused on the analysis of the Instagram pages of these three brands, between January 2020 and January 2022. In this article, we begin with a literature review on the topics of diversity and representation. We then present the methodologies and results of the carried out analysis on H&M’s, Lefties’ and Zara’s Instagram posts. Finally, we discuss the results and their respective conclusions.
- Principles for the design of brand marksPublication . Vieira, Alice; Brandão, João; Raposo, Daniel; Martins, Nuno; Martins, Nuno Duarte; Raposo , DanielThis chapter aims to deepen the understanding about the Design of Brand Marks in the design-symbolic-perception relationship to clarify concepts and contribute to the advancement of knowledge in this theme, assisting in the design, standardization, and use of brand marks. A qualitative non-interventionist method-ology was selected, namely a literature review to clarify, delimit and discuss the concepts and different taxonomies of graphic brands, as well as to identify graphic brand design principles; furthermore, the case study methodology, based on six Graphic Standards Manuals, allowed the identification of design principles, and confront them with the knowledge obtained by the literature review. The method-ology was relevant insofar as it allowed us to identify the principles necessary for the Design of Brand Marks. The literature review showed a lack of consensus and some points of convergence in taxonomic classifications and in the definition of concepts and design principles for Brand Marks. The case study allowed us to observe that even the Brand Marks designed by professional designers present structural and formal errors, standardization errors, as well as incorrect or imprecise technical terminology. We consider that this chapter contributes to the deepening of knowledge in the field of Brand Mark Design, through the clarification of concepts, terms, and principles for the development of Brand Marks.
- Redesigning the visual Identity of mon-profit organizations: The case study of Escola OficinaPublication . Vasconcelos, João; Martins, Nuno; Brandão, Daniel; Pereira, Leonardo; Raposo, Daniel; Martins, Nuno Duarte; Raposo , DanielThis article seeks to analyze the importance of Corporate Visual Identity (CVI) for non-profit and social solidarity organizations. It starts from the case study of Escola Oficina (EO), where an evaluation and consequent redesign of its CVI was developed. This study, developed within the ECHO research project, funded by the Fundação para a Ciência e Tecnologia (FCT), arose from a problem, identified by EO itself, that consisted of making known the activity developed and, above all, to minimize the generalised distrust of consumers regarding its products. EO is a social project located in Vila Nova de Gaia, in northern Portugal, and its main goal is to empower and prepare unemployed citizens, namely from vulnerable communities, for a future integration into the labour market. This chapter is based on a Case Study methodology, supported by a literature review and exploratory interviews. The main results were the development of a new corporate visual identity solution for Escola Oficina, in response to the problems identified in this study.