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Advisor(s)
Abstract(s)
This 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.
Description
This article is a synthesis of the Master’s dissertation, within the scope of the course in Communication Design at the Faculty of Architecture of the University of Lisbon, defended in February 2023, entitled Principles for the Design of Graphic Brands, under the supervision of Professors João Brandão and Daniel Raposo, following Daniel Raposo Post-Doctoral research.
Keywords
Brand marks Graphic principles Logotype Symbol
Pedagogical Context
Citation
MARTINS, N. ; RAPOSO, D. (eds.) (2023) - Principles for the design of brand marks. In Communication design and branding. Springer Series in Design and Innovation 32. DOI: 10.1007/978-3-031-35385-7_2
Publisher
Springer Nature Switzerland
Collections
CC License
Without CC licence