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- 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.