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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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datacite.subject.fosHumanidades::Artes
dc.contributor.authorGastal, Manuela
dc.contributor.authorOliveira, Fernando
dc.contributor.authorRaposo, Daniel
dc.date.accessioned2026-01-09T10:56:07Z
dc.date.available2026-01-09T10:56:07Z
dc.date.issued2026en_US
dc.date.updated2026-01-06T14:02:43Z
dc.descriptionThis study stems from the thesis Design Principles Applied to Semiotics in Brand Imagery: The Cases of Repertory Dance Companies.
dc.description.abstractAlthough 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.eng
dc.description.sponsorshipThe study was supported by UNIDCOM under a grant from the Fundação para a Ciência e Tecnologia (FCT) No. UIDB/00711/2020 attributed to UNIDCOM – Unidade de Investigação em Design e Comunicação, Lisbon, Portugal.
dc.description.versionN/A
dc.identifier.citationGASTAL, 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
dc.identifier.doi10.1007/978-3-032-00733-9_1en_US
dc.identifier.slugcv-prod-4644979
dc.identifier.urihttp://hdl.handle.net/10400.11/10446
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSpringer Nature
dc.rights.uriN/A
dc.subjectCar brands
dc.subjectBrand personality
dc.subjectBrand visual language
dc.subjectBrand imagery/photography
dc.titleStrategic visuality: Exploring the role of imagery in brand visual language - A case study of Renault Kwideng
dc.typebook parten_US
dspace.entity.typePublication
oaire.citation.titlePerspectives on design IV
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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