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- 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.
- 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.
- 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.
- Visual thinking through diagramsPublication . Ribeiro, Rogério; Raposo, Daniel; Almendra, Rita; Neves, J.V.M.The purpose of this paper is to identify what kind of schemas or diagrams are most functional as a way of visualizing and transposing ideas.It aims to gather knowledge about how some ideas were interpreted after visualizing visual schemes, especially abstract concepts and the union of dispersed information. Currently, the intangible concepts that define a brand become increasingly complex to express and are almost never fully transmitted to internal and external stakeholders of the entity, creating in the mind of each one, a brand image little related to other aspects, goals and visions that the brand may have.This topic becomes relevant in the transposition of concepts during the development of brands, having visual identity systems or even brands that have their concepts, but need tools capable of communicating them visually.A systematic methodology was adopted, with a non-interventionist basis, with case studies of schemes and diagrams used by major brands and international brands.The results consist in the identification of a set of graphic principles and characteristics that brands should use in order to ensure their clear communication and ideological coherence
- Evaluation and analysis of knowledge development in the field of microarchitecture-based jewelry design: An approach to aestheticsPublication . Samiei, Seyedeh Salvi; Naeini, Hassan Sadeghi; Raposo, Daniel; Neves, João Vasco; Silva, R.; Castilho, M.L.C.; Dias, RuiThe design and manufacture of jewelry is one of the oldest decorative and applied arts. This art, by using the creativity of designers in the design and construction sectors, produces valuable products and ultimately growth of individuals and economies of countries. This article focuses on the design and manufacturing of microarchitecture jewelry. Therefore, a review study was conducted in order to obtain basic information in published articles. In the review section, by searching the keywords Jewelry or Jewellery in the Scopus database, 4,330 articles were extracted and on the web of science,5,260 articles were extracted. In the next step, by searching for the keywords Jewelry or Jewellery and Aesthetics 30 articles and by searching for the keywords Jewelry or Jewellery and Architecture 0 articles were extracted from the Scopus database. According to the obtained informa tion, most of the authors pay attention to materials more than other cases in the design and manufacture of jewelry, and the number of articles in the field of jewelry which are specifically with a microarchitecture approach is very limited. In order to complete the data, a case study was conducted through a questionnaire, and according to the results, it can be concluded that the design of jewelry inspired by architectural features can greatly influence the introduction of the culture and art of a nation, and this style can also attract the attention of tourists and customers and promote the economic growth of the country.
- O retrato de Rosa ‘Ramalho’ (1888-1977). De S. Martinho de Galegos, Barcelos: a bonecreira de imagens de músicaPublication . Duarte, Sónia; Raposo, Daniel; Neves, João Vasco; Silva, R.; Castilho, M.L.C.; DiaS, RuiEmbora seja conhecido o nome, o corpus de trabalho, a disseminação e o interesse pela sua obra entre coleccionadores nacionais e estrangeiros, públicos e privados, os estudos sobre Rosa ‘Ramalha’ [ou Rosa ‘Ramalho’] (1888-1977) [RR], a barrista oriunda de S. Martinho de Galegos, Barcelos, não abundam. Destarte, apresentamos, nesta nótula de investigação, contributos novos para o estudo da sua biografia e obra, com especial incidência na iconografia musical. Conhecíamos já o figurado de iconografia minhota, povoado de gentes da terra laborando no seu quotidiano, incluindo pegureiros e pastoras; de cabeçudos de corpo inteiro ou pé de galo repetentes nas festividades locais; bandas de música; de cristos, alminhas e hagiografias variegadas e de devotos calcorreando procissões; de reis e cavaleiros; ou de criaturas híbridas e fantásticas que lhe saíam das mãos e da imaginação – disseminação que se deve, inicialmente, à acção do pintor António Quadros (1933-94) –, mas faltava elencar e compreender melhor o significado das dezenas de bonecos – ou bonicrecos (Villas-Bôas, 1951) – tangedores de rudes cordofones que apresentam similitude com toscas viola de mão. Partimos, assim, da análise de um retrato inédito pintado uma década antes de RR falecer, visto in situ, da autoria de um pintor local de nome Luís de Campos (1913-82), datado de 1967, e que integra, hoje, a colecção do Museu dos Biscainhos, a nossa fonte primária, e apoiamo-nos em fontes secundárias, como os bonecos de colecções públicas e privadas, fotografias, ou estudos para um melhor entendimento do objecto artístico. Centramos a metodologia, ou modus operandi, na dissecação de documentação de arquivo, no trabalho de campo e na análise iconográfica-iconológica dos bonecos moldados e do retrato pintado em apreço, bem como de fotografias que documen tam o seu metier. Esta investigação vem no seguimento lógico e natural dos estudos que temos vindo a dar à estampa sobre a pintura em Portugal, dos sécuLos XV ao XXI, com incidência nas imagens de música, de dança e do teatro, na mulher artista, na micro-história da arte e na cripto-história da arte. Que dados temos sobre o quoti diano de RR? O que nos revela este retrato inédito? Que elementos musicais estão representados? Qual a relação desses elementos com a bonecreira? Vejamos melhor.
- The need as the fundament of art: Otto Wagner’s architectural contributions to the idea of the sustainable city IPublication . Magallanes, Eugenio Pacheco; Raposo, Daniel; Neves, João Vasco; Silva, R.; Castilho, M.L.C.; Dias, RuiThis research develops the architectural contributions of Otto Wagner [1841-1918] to the idea of the Sustainable City. For this propose we will use as guiding concept “the need”, since for Wagner it would be the fundament of art, and therefore, the fundament of architectural practice. Emphasis will be located on the Wagnerian notion of “metropolis”, that is understood as the model proposed by Wagner in Vienna that would represent the solu tion for the Sustainable City. Also, we will argue that Otto Wagner was an architect that conceived the city as a living system, since the “apparent functionality” of a built environment is not the objective of architectural practice, instead the objective is to resolve the needs of citizens who dwell the city. This need will have an aesthetic but also a ethics connotation, it is what we will call “true functionality”, we contend that Wagner’s proposal resonates profoundly with contemporary concerns, aligning closely with the objectives outlined in the 11th goal (point 2nd and 3rd) of the “Sustainable Development Goals” of the United Nations [2015] and the European Un ion’s “New European Bauhaus” initiative [2021]. Through this examination, we highlight the enduring relevance of Wagner’s ideas and their potential applicability to the challenges of the 21st century.