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Strategic visuality: Exploring the role of imagery in brand visual language - A case study of Renault Kwid
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Orientador(es)
Resumo(s)
Although the concept of image has been examined across multiple disci-plinary fields, there remains a notable gap in scholarly literature regarding the role of imagery in constructing a brand’s symbolic repertoire, meaning, and communicative strategies. This study aims to investigate the relationship between brand imagery and brand personality, with the objective of proposing parameters that inform the devel-opment of photographic aesthetics within a brand’s visual language This article focuses on car brands and employs a literature review combined with case study analysis to systematically examine the Imagery (Photographic style and/or Illustra-tion/Iconography) of the Renault Kwid. The study seeks to identify elements within photographic representations that align with the brand’s DNA and narrative, in order to define key points of contact that can reinforce these strategic attributes. The find-ings include the identification of analytical parameters for evaluating brand imagery and demonstrate their applicability in monitoring and assessing the relevance and communicative function of images within brand communication.
Descrição
This study stems from the thesis Design Principles Applied to Semiotics in Brand Imagery: The Cases of Repertory Dance Companies.
Palavras-chave
Car brands Brand personality Brand visual language Brand imagery/photography
Contexto Educativo
Citação
GASTAL, Manuela ; Oliveira, Fernando ; RAPOSO, Daniel (2026) - Strategic visuality: Exploring the role of imagery in brand visual language - A case study of Renault Kwid. In RAPOSO, D. [et al.] (eds.) - Perspectives on design IV. (Springer Series in Design and Innovation, 59). DOI: https://doi.org/10.1007/978-3-032-00733-9_1
Editora
Springer Nature
Licença CC
Sem licença CC