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Brand marks analysis : criteria and evaluation components to an analysis tool

2021Conference object Restricted access
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dc.contributor.authorRaposo, Daniel
dc.contributor.authorSilva, Fernando Moreira da
dc.contributor.authorNeves, João Vasco
dc.contributor.authorSilva, José Gago da
dc.contributor.authorRibeiro, Rogério Paulo dos Santos
dc.contributor.authorCorreia, Ricardo Andrade Lopes
dc.date.accessioned2023-03-02T12:45:38Z
dc.date.available2023-03-02T12:45:38Z
dc.date.issued2021
dc.description.abstractBrand 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationRAPOSO, D. [et al.] (2021) - Brand marks analysis : criteria and evaluation components to an analysis tool. In MARKOPOULOS, E. [et al.] (eds) - Advances in creativity, innovation, entrepreneurship and communication of design : Proceedings of the AHFE 2021 Virtual Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication and Design. Springer, Cham. p. 441-451. (Lecture Notes in Networks and Systems ; vol 276). DOI https://doi.org/10.1007/978-3-030-80094-9_52pt_PT
dc.identifier.doi10.1007/978-3-030-80094-9_52pt_PT
dc.identifier.isbn978-3-030-80093-2
dc.identifier.urihttp://hdl.handle.net/10400.11/8380
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.subjectBrand markpt_PT
dc.subjectBrand competitors mappt_PT
dc.subjectBrand marks evaluation criteriapt_PT
dc.subjectBrand marks evaluation components Criteriapt_PT
dc.subjectBrand marks analysis toolpt_PT
dc.subjectBrand visual identitypt_PT
dc.titleBrand marks analysis : criteria and evaluation components to an analysis toolpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.endPage451pt_PT
oaire.citation.startPage441pt_PT
oaire.citation.titleProceedings of the AHFE 2021 Virtual Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication and Designpt_PT
oaire.citation.volume276pt_PT
person.familyNameRaposo Martins
person.familyNameMatos Neves
person.familyNameGago-Silva
person.givenNameDaniel
person.givenNameJoão Vasco
person.givenNameJosé
person.identifier.ciencia-id6911-9356-139E
person.identifier.ciencia-id501C-0DAE-092B
person.identifier.ciencia-idC516-2F7F-E956
person.identifier.orcid0000-0002-7818-7325
person.identifier.orcid0000-0002-6630-1848
person.identifier.orcid0000-0002-8068-5948
rcaap.embargofctA Springer detém os direitospt_PT
rcaap.rightsrestrictedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication2169b67a-e98c-495c-8f57-e03b446e6d07
relation.isAuthorOfPublication7a8d3a4e-3223-4f25-bdf7-8d2f0373c7f5
relation.isAuthorOfPublication7756d06d-1d25-4a44-b67f-88278ed6fc1d
relation.isAuthorOfPublication.latestForDiscovery7a8d3a4e-3223-4f25-bdf7-8d2f0373c7f5

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