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Principles for the design of brand marks

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dc.contributor.authorVieira, Alice
dc.contributor.authorBrandão, João
dc.contributor.authorRaposo, Daniel
dc.contributor.authorMartins, Nuno
dc.contributor.editorMartins, Nuno Duarte
dc.contributor.editorRaposo , Daniel
dc.date.accessioned2026-01-08T16:25:16Z
dc.date.available2026-01-08T16:25:16Z
dc.date.issued2023en_US
dc.date.updated2026-01-06T14:23:49Z
dc.descriptionThis 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.
dc.description.abstractThis 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.eng
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.citationMARTINS, 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
dc.identifier.doi10.1007/978-3-031-35385-7_2en_US
dc.identifier.isbn9783031353840en_US
dc.identifier.isbn9783031353857en_US
dc.identifier.issn2661-8184en_US
dc.identifier.issn2661-8192en_US
dc.identifier.slugcv-prod-3581315
dc.identifier.urihttp://hdl.handle.net/10400.11/10439
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSpringer Nature Switzerlanden_US
dc.rights.uriN/A
dc.subjectBrand marks
dc.subjectGraphic principles
dc.subjectLogotype
dc.subjectSymbol
dc.titlePrinciples for the design of brand marksen_US
dc.typebook parten_US
dspace.entity.typePublication
oaire.citation.endPage39
oaire.citation.startPage27
oaire.citation.titleCommunication Design and Brandingen_US
oaire.citation.volume32en_US
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameRaposo Martins
person.givenNameDaniel
person.identifier.ciencia-id6911-9356-139E
person.identifier.orcid0000-0002-7818-7325
rcaap.cv.cienciaid6911-9356-139E | Daniel Raposo Martins
rcaap.rightsrestrictedAccessen_US
relation.isAuthorOfPublication2169b67a-e98c-495c-8f57-e03b446e6d07
relation.isAuthorOfPublication.latestForDiscovery2169b67a-e98c-495c-8f57-e03b446e6d07

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