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- Design systems applied to visual identitiesPublication . Ribeiro, Rogério; Raposo Daniel; Almendra, Rita; Neves, João Vasco; Raposo, DanielToday, brands relate to users through an ever-expanding network of online and offline channels, making design systems essential for maintaining visual iden-tity, growth and brand recall. These frameworks combine design rules, reusable modules and established standards, simplifying processes and ensuring the align-ment of different teams and devices. This paper traces the development and prac-tical use of Design Systems in shaping Brand Visual Identities, arguing that they evolve into comprehensive Brand Visual Language Systems that unify directives, digital assets and operational workflows. The article combines an organized liter-ature review with a detailed comparative case study of pioneering brand center solutions, namely Frontify, Bynder and Adobe Experience Manager Assets. The results indicate that companies are increasingly combining design systems with digital asset management to master the growing complexities of brand consistency in rapidly evolving global markets. The research highlights effective approaches while identifying existing gaps, demonstrating that flexible Brand Centers, supported by comprehensive Design Systems, improve teamwork, safeguard brand consistency and support rapid adjustments to evolving communication needs. By linking design, engineering and governance, these configurations increase operational efficiency, boost productivity and cultivate lasting innovation in brand management. As such, the findings offer practical guidance for brand leaders, visual designers and academic researchers seeking to strengthen visual identity management amid the dynamics of digital transformation.
- Driving sustainability in fashion e-commerce: Mitigating returns through digital visual merchandising and emerging technologiesPublication . Fonseca, Daniel; Bozzi, Carolina; Raposo, Daniel; Raposo, DanielThis paper investigates how Digital Visual Merchandising (DVM) and new technologies improve sustainability within digital fashion platforms. This industry pass through challenges from high return rates related to poor product visu-alization. This study investigates how DVM technologies can help solving product experience issues, decreasing returns and encouraging consumers to shop respon-sibly. A mixed-method approach combined literature review with case studies and a survey design. The DVM strategies of six major brands were valued through its AI and AR implementation to determine their effects on sustainability and return rate management. The findings show that brands can reduce returns through AI-driven personalization and AR-based virtual try-ons which also helps to align consumer expectations and to implement circular fashion models. Despite these technologies proved to have potential for improving sustainability in fashion e-commerce, the current analysis relies on secondary data and survey design; consumer insights will be delivered on Phase 2. Future work will investigate how different consumer groups are affected by the tools, explore why small businesses face chal-lenges when implementing these technologies and develop standard methods to track environmental performance. This research contributes to sustainable fashion studies by demonstrating how innovative technologies can merge digital and physical experiences.
- The contribution of brand imagery to sustainable innovationPublication . Lorenzon Gastal, Manuela; Oliveira, Fernando; Raposo, Daniel; Raposo, DanielThis article seeks to inquire about how imagery and sustainable innova-tion relate to visualizing and communicating sustainable ideas with the potential to influence consumer behavior, namely by catalyzing concepts of identity and the posi-tioning of sustainable brands. This study adopted a non-interventionist methodology, with a component of literature review on key concepts and another of exploratory case study. The data indicates that imagery facilitates the understanding of complex concepts and enables the use of sustainable materials and solutions, which are expressed in a multisensory way. By creating visual representations of ecological brand values, imagery allows for stakeholder engagement with a brand, reinforcing its competitiveness and fostering sustainable innovation. On the other hand, sustainable innovation promotes necessary solutions for addressing economic, environmental, and social challenges, optimizing processes and resource use. Imagery acts as part of a brand interface that fosters the adoption of practices, materials, and concep-tually compatible processes, promoting stakeholder engagement, particularly with government bodies, academia, industry, and society, facilitating the development of strategies and the search for responses to regional peculiarities.
- A systematic approach to the conceptual construction of visual identity designPublication . Ribeiro, Rogério; Raposo, Daniel; Almendra, Rita; Neves, João Vasco; Nuno Duarte Martins; Daniel BrandãoBranding is a complex process that involves many aspects, including the conception of the brand’s visual identity, the development of the visual language system and the implementation and management of all the means and media to ensure identification, differentiation and alignment with the brand’s DNA. The aim of this study is to analyze the concept behind Visual Identity Design, its development as a Visual Language System, as well as to indicate the principles that can define a conceptual construction model for the Brand represented by the Brand’s Visual Identity, in order to guarantee integrated and efficient brand management, ensuring continuity and direction. A systematic, non-interventionist methodology was adopted, with descriptive case studies of schemes and diagrams developed by various internationally renowned authors in the field. The results show that concern with brand management and the reformulation and combination of longterm changes to its identity, which in itself can alter the visual identity, is still uncommon as current practice.
- Sustainable innovation in textile design: Applying Artificial Intelligence to enhance local heritagePublication . Chiara, Eugenia; Fernandes, Ana Margarida; Raposo, Daniel; Farinha, Luís; Ferreira, João J.; Gaspar, Marcelo Calvete; Alves, Maria Leopoldina; Serrano, LuísThis study explores the convergence of artificial intelligence and the creative process of textile design within a fashion education project inspired by Italian, European and global local cultural heritage. An experimental approach was adopted, integrating research and design development phases, combining artificial intelligence algorithms with subsequent manual processing, to generate fabric samples. The study is based on a careful analysis of local cultural heritage (shapes, symbols, colours), reinterpreted in a contemporary and global way. The results show how artificial intelligence can expand creative possibilities while requiring a critical and conscious interaction from designers. The conclusions highlight the potential and key aspects of the combination of artificial intelligence and creative design and propose an operational model to enhance territorial and cultural heritage through an innovative and interdisciplinary visual language.
- Interactive musical games–action research with a group of elderly peoplePublication . Correia Castilho, Luísa; Pereira, Cristina; Rebelo, Maria; Costa, Andreia; Marques, Ana Margarida; Amaral, Gabriela; Moreira, Maria João Guardado; Carvalho, Lucinda Sofia A.; Simões, Ângela; Candeias, Maria de Jesus; Tomás, Helena MargaridaSmell and hearing are vital in remembering a place, and according to Stanley Waterman (2006), they can invoke more memories than sight, allowing for the formation of more powerful mental images. For this author, sight captures a more comprehensive panorama quickly, while the senses of hearing and smell react more slowly, allowing for deeper memory records. Focusing only on hearing and taking up Murray Schafer's (1991) concept of Soundscape, in this communication, we look at the need to "archive the sounds of the world" for a group of elderly people by recruiting the collection, reproduction and creation of sounds.
- 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.
- 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.
- 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.
- Strategic visuality: Exploring the role of imagery in brand visual language - A case study of Renault KwidPublication . Gastal, Manuela; Oliveira, Fernando; Raposo, DanielAlthough the concept of image has been examined across multiple disci-plinary fields, there remains a notable gap in scholarly literature regarding the role of imagery in constructing a brand’s symbolic repertoire, meaning, and communicative strategies. This study aims to investigate the relationship between brand imagery and brand personality, with the objective of proposing parameters that inform the devel-opment of photographic aesthetics within a brand’s visual language This article focuses on car brands and employs a literature review combined with case study analysis to systematically examine the Imagery (Photographic style and/or Illustra-tion/Iconography) of the Renault Kwid. The study seeks to identify elements within photographic representations that align with the brand’s DNA and narrative, in order to define key points of contact that can reinforce these strategic attributes. The find-ings include the identification of analytical parameters for evaluating brand imagery and demonstrate their applicability in monitoring and assessing the relevance and communicative function of images within brand communication.