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Publication
Brand marks examination : empirical study of graphic parts in their relation to contrast, recognition, and memorization
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Advisor(s)
Abstract(s)
Brand Visual Identity is an identification system that, with flexibility, ensures the unity
and coherence of visual communication (in multiple media: physical as products,
objects, or graphics; architectural and ambiance; audio-visual; digital and virtual).
Brand Marks occupy a top place in the good performance of most Brand Visual Identity systems, even when these rely more on imagery and use Brand Marks with less
expressiveness. In dynamic Visual Identity systems, the Brand Marks may constitute
themselves as systems within the Brand Visual Identity supersystem. This study aims
to dissect existing brand marks, focusing on how the graphic components (symbol,
logotype) are designed, prioritised, and correlated to achieve differentiation, contrast,
recognition, and memorisation. This include an empirical examination based on direct
observation and exploration and in survey by questionnaire with a sample of 400 participants, aiming at the definition of design principles to aid the design of Brand Marks
and to be considered in the definition of the “map of competitors” tool, which intends
to aid in the analysis of multiple visual identities competing in the same market or
segment.
Description
Keywords
Brand marks Symbol Logotype Recognition Memorisation Brand mark graphiccomponents
Citation
RAPOSO, D. [et al.] (2022) - Brand marks examination : empirical study of graphic parts in their relation to contrast, recognition, and memorization. In REBELO, F. (ed.) - Ergonomics in design : AHFE International Conference, 2022. Vol. 47, p. 574-582. DOI http://doi.org/10.54941/ahfe1001985
Publisher
AHFE International