Loading...
Publication
O catálogo como mediador entre o design editorial e a identidade visual corporativa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 14.13 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este relatório de estágio investiga a interseção entre o design editorial e a identidade visual corporativa, com ênfase no papel estratégico do catálogo de produto como mediador entre essas duas áreas.
O design editorial é responsável pela organização e apresentação visual de publicações, priorizando a clareza, legibilidade e harmonia estética. Por sua vez a identidade visual corporativa, foca-se na criação e manutenção de uma linguagem visual que representa a missão, a visão, os valores, a cultura e os objetivos de uma marca. Apesar das suas diferenças ambos os campos visam uma comunicação visual eficaz.
O catálogo de produto surge como uma ferramenta essencial que une essas duas áreas. Mais do que um simples depósito de informações, este é um suporte estratégico que organiza e apresenta os conteúdos de maneira acessível, cativante e, ao mesmo tempo, reflete a identidade da marca.
Num mercado competitivo os catálogos de produto bem desenvolvidos, não devem apenas informar o público-alvo, como devem também fortalecer a identidade visual da empresa, promovendo uma imagem consistente e profissional.
Esta investigação faz uso de uma metodologia mista, a metodologia intervencionista e a metodologia não intervencionista.
No âmbito da metodologia não intervencionista e na fase exploratória foi feito o enquadramento teórico e foram realizados estudo de casos em que se analisou uma série de empresas nas suas abordagens na integração da identidade visual corporativa nos seus catálogos de produtos. Estes estudos de caso visavam identificar padrões, pontos fortes e lacunas na forma como as normas de identidade visual são mantidas em diferentes indústrias e como estas se refletem na conceção dos seus catálogos.
No âmbito da metodologia intervencionista e na fase generativa: a investigação incluiu o desenvolvimento de projetos práticos no domínio do design gráfico. Estes projetos serviram como intervenções experimentais, testando a implementação de princípios teóricos em cenários do mundo real.
Através desta abordagem da metodologia mista a investigação realça a importância estratégica dos catálogos de produtos como um vínculo entre o design editorial e a identidade visual da empresa.
Abstract: This internship report investigates the intersection between editorial design and corporate visual identity, with an emphasis on the strategic role of the product catalog as a mediator between these two areas. Editorial design is responsible for the organization and visual presentation of publications, prioritizing clarity, readability and aesthetic harmony. Corporate visual identity, meanwhile, focuses on creating and maintaining a visual language that represents a brand's mission, vision, values, culture and objectives. Despite their differences, both fields aim for effective visual communication. The product catalog is an essential tool that unites these two areas. More than just a storehouse of information, it is a strategic medium that organizes and presents content in an accessible, captivating way and, at the same time, reflects the brand's identity. In a competitive market, well-developed product catalogs should not only inform the target audience, they should also strengthen the company's visual identity, promoting a consistent and professional image. This research makes use of a mixed methodology, the interventionist methodology and the non-interventionist methodology. As part of the non-interventionist methodology and in the exploratory phase, a theoretical framework was established and case studies were carried out in which a series of companies were analyzed in terms of their approaches to integrating corporate visual identity into their product catalogs. These case studies aimed to identify patterns, strengths and gaps in the way visual identity standards are maintained in different industries and how these are reflected in the design of their catalogs. As part of the interventionist methodology and generative phase: the research included the development of practical projects in the field of graphic design. These projects served as experimental interventions, testing the implementation of theoretical principles in real-world scenarios. As part of the evaluative phase, internal and external evaluation of results was carried out. Through this mixed methodology approach, the research highlights the strategic importance of product catalogs as a link between editorial design and the company's visual identity.
Abstract: This internship report investigates the intersection between editorial design and corporate visual identity, with an emphasis on the strategic role of the product catalog as a mediator between these two areas. Editorial design is responsible for the organization and visual presentation of publications, prioritizing clarity, readability and aesthetic harmony. Corporate visual identity, meanwhile, focuses on creating and maintaining a visual language that represents a brand's mission, vision, values, culture and objectives. Despite their differences, both fields aim for effective visual communication. The product catalog is an essential tool that unites these two areas. More than just a storehouse of information, it is a strategic medium that organizes and presents content in an accessible, captivating way and, at the same time, reflects the brand's identity. In a competitive market, well-developed product catalogs should not only inform the target audience, they should also strengthen the company's visual identity, promoting a consistent and professional image. This research makes use of a mixed methodology, the interventionist methodology and the non-interventionist methodology. As part of the non-interventionist methodology and in the exploratory phase, a theoretical framework was established and case studies were carried out in which a series of companies were analyzed in terms of their approaches to integrating corporate visual identity into their product catalogs. These case studies aimed to identify patterns, strengths and gaps in the way visual identity standards are maintained in different industries and how these are reflected in the design of their catalogs. As part of the interventionist methodology and generative phase: the research included the development of practical projects in the field of graphic design. These projects served as experimental interventions, testing the implementation of theoretical principles in real-world scenarios. As part of the evaluative phase, internal and external evaluation of results was carried out. Through this mixed methodology approach, the research highlights the strategic importance of product catalogs as a link between editorial design and the company's visual identity.
Description
Trabalho de Projeto apresentado à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco e Faculdade de Arquitetura da Universidade de Lisboa para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Design Gráfico.
Keywords
Design gráfico Design editorial Identidade visual corporativa Catálogo de produto Graphic design Editorial design Corporate visual identity Product catalog