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- Definição, gestão e desenho da marcaPublication . Raposo, DanielTrata-se de uma revisão e crítica da literatura especializada, procurando definir o percurso aconselhado para a definição, gestão e desenho de marcas. A literatura indicia o requisito de articulação entre os diversos componentes de identidade, como necessidade da definição da imagem e reputação pretendida como base do desenho e gestão da marca.
- Visual identity design as a cultural interface of a territoryPublication . Raposo, Daniel; Neves, João Vasco; Peres, Maria de Fátima; Paiva, Teresa Maria; Amaral, Mariana; Silva, José Gago da; Silva, Fernando Moreira daThe purpose of the article is to study how the brand’s visual identity contributes to the understanding, accessibility and enjoyment of information, adapting the message to different cultures and profiles of people, users or target audiences. Identity promotes sustainability and respect for people’s quality of life. The methodology used is mixed, including a non-interventionist phase consisting in the study of competing brands, audience map and persona method and an interventionist component through project-grounded design research, which includes participatory methods such as co-design and Design thinking. The results are a visual identity of the mountain olive oils brand that acts simultaneously as an interface of representation of the collective, the individual and the region (internal audiences), fulfilling the expectations and needs of the target public and other stakeholders. Design principles and good practices are also defined to ensure that visual identity continues to function as a cultural interface of the territory in a sustainable logic and not just business requirements.
- 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.
- The brand mark competitors map as visual research tool. Using graphic and symbolic data in the brand visual identity projectPublication . Raposo, Daniel; Ribeiro, Rogério Paulo dos Santos; Amaral, Mariana; Silva, Fernando Moreira da; Martin Sanromán, Juan RamónIn the scope of Branding projects, the (re) designing of the Visual Identity of Brands or in the scope of audits of Brand Image, we proceed to the research on Brand Marks. This analysis falls on the Brand Marks that will be intervened, but also on Brand Marks of competitors or cases considered as good practices. The research stage on Brand Marks is common in academic or professional projects and students and professionals have difficulty in giving meaning and usefulness to the information collected. The most widely used visual analysis tools allow for the characterization of samples made up of Brand Marks, but these do not help in the extraction of specific conclusions centered on meaning and design. This article describes the development of the competitors map, the Visual Research Tool which allows the objective analysis of Brand Marks, which allows for decision making about the design effectiveness of an isolated Brand Mark or about its (re) design by comparison to a sample of competing Brand Marks. This Visual Research Tool has been developed through literature review, analysis of other tools, the inclusion of a semantic, syntactic and pragmatic analysis, which also includes classifications such as the iconicity scale or the Vienna Classification, as well as principles of visual rhetoric. Using visual and symbolic data, this Visual Research Tool supports professionals and students to create strategic strategies for Brand Visual Identity. This article reports on the creation and evaluation of the Brand Marks’ competitor map.
- Flexible visual identity systems in cultural institutionsPublication . Figueira, Maria; Raposo, Daniel; Brandão, JoãoThis article aims to contribute to knowledge about the characteristics of a Visual Identity System, including a design exploratory study for the Museu Marítimo de Ílhavo, Portugal. The study focuses on Flexible Visual Identity Systems in the context of cultural organisations, particularly museums. The methodology includes non-interventionist components such as a literature review, a descriptive case study, direct observation, interviews, and active research through an exploratory case in a design project. The results contribute to knowledge about the seven components of a visual identity system, the essential characteristics of a Visual Identity System, namely flexibility and coherence, as well as the design process of a flexible visual identity system for cultural organizations.