ESART - Livros ou capítulos de livros
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- 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.