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La letra como signo de identidad visual corporativa
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Autores
Orientador(es)
Resumo(s)
Atendiendo a las premisas del Diseño de Comunicación, el diseñador es el mediador
indirecto del mensaje corporativo. El diseñador se ocupa del proyecto de Identidad
Visual Corporativa, seleccionando y manipulando los códigos intersubjetivos que
permitan la correcta decodificación en determinado contexto. El proyecto de
Identidad Visual Corporativa se refiere a un sistema de signos gráficos integrados
que ganan un nuevo sentido semántico conjunto. Desde la perspectiva del Diseño, la
tipografía corporativa es un signo de identidad, que influye en la materialización del
posicionamiento grafico-semántico del proyecto de Identidad Visual Corporativa.
Pero no existen datos sobre la capacidad gráfica de la letra en influir sobre la
definición de la Imagen Corporativa.
Esta Tesis pretende comprender el proceso de codificación y decodificación de los
signos tipográficos en el ámbito de los proyectos de Identidad Visual Corporativa y
de identificar sus connotaciones de base. Para ello, el designio de los diseñadores es
confrontado con la percepción pública, con el fin de obtener datos sobre significados
denotativos y connotativos creados por la tipografía corporativa y su influencia en la
definición de la Imagen Corporativa.
Definido en función de una hipótesis, el proceso metodológico ha comprendido una
fase de Investigación No Intervencionista y otra Intervencionista. La Investigación No
Intervencionista, se basó en Estudio de Casos, en un cuestionario destinado a un
público general que excluye diseñadores, estudiantes de diseño o publicistas,
intentando identificar las connotaciones de base y secundarias de los logotipos, y
posteriormente evaluar las tipografías corporativas usadas en los logotipos, sin
interferencia del nombre de marca. La Investigación Activa ha consistido en el
experimento por la práctica de principios y conceptos examinados en la literatura
especializada. Los datos obtenidos han permitido comprender mejor el proceso de
codificación y decodificación gráfica, así como proponer un método de soporte al
diseño y evaluación de los proyectos de Identidad Visual Corporativa.
ABSTRACT: Following the premises of Communication Design, the designer is the indirect mediator of the corporate message. The designer concerns about the Corporate Visual Identity project, selecting and manipulating the inter-subjective codes required for the proper decoding in a given context. The Corporate Visual Identity project refers to a system of integrated graphic signs that gain a new semantic meaning when drawn together. From Design's perspective, Corporate Typography is a sign of identity which influences the embodiment of the graphic-semantic positioning in the Corporate Visual Identity project, but there is no data on the graphic capabilities of the letter in influencing the definition of Corporate Image. This Thesis aims to understand the process of encoding and decoding typographic signs in the area of Corporate Visual Identity projects and to identify its base connotations. To achieve this, the intent of the designers is confronted with public perception, in order to obtain data on denotative and connotative meanings created by the corporate typography and the way they influence the definition of Corporate Image. Defined according to one hypothesis, the methodological process included two phases, a Non-Interventionist Research and an Interventionist Research. The Noninterventionist Research was based on Case Studies, through a questionnaire for a general audience which excluded designers, design students or advertisers, trying to identify the base and secondary connotations of logos, and then evaluate the corporate typography used in the logos, without any interference from the name of the brand. The Active Research has consisted in experiencing by practising principles and concepts examined in specialized literature. The obtained data has allowed to better understand the process of graphic encoding and decoding, as well as a proposal for a Design support method and evaluation of Corporate Visual Identity projects.
ABSTRACT: Following the premises of Communication Design, the designer is the indirect mediator of the corporate message. The designer concerns about the Corporate Visual Identity project, selecting and manipulating the inter-subjective codes required for the proper decoding in a given context. The Corporate Visual Identity project refers to a system of integrated graphic signs that gain a new semantic meaning when drawn together. From Design's perspective, Corporate Typography is a sign of identity which influences the embodiment of the graphic-semantic positioning in the Corporate Visual Identity project, but there is no data on the graphic capabilities of the letter in influencing the definition of Corporate Image. This Thesis aims to understand the process of encoding and decoding typographic signs in the area of Corporate Visual Identity projects and to identify its base connotations. To achieve this, the intent of the designers is confronted with public perception, in order to obtain data on denotative and connotative meanings created by the corporate typography and the way they influence the definition of Corporate Image. Defined according to one hypothesis, the methodological process included two phases, a Non-Interventionist Research and an Interventionist Research. The Noninterventionist Research was based on Case Studies, through a questionnaire for a general audience which excluded designers, design students or advertisers, trying to identify the base and secondary connotations of logos, and then evaluate the corporate typography used in the logos, without any interference from the name of the brand. The Active Research has consisted in experiencing by practising principles and concepts examined in specialized literature. The obtained data has allowed to better understand the process of graphic encoding and decoding, as well as a proposal for a Design support method and evaluation of Corporate Visual Identity projects.
Descrição
Dissertação para obtenção do grau de Doutor em Design, apresentada na Faculdade de Arquitectura da Universidade Técnica de Lisboa.
Palavras-chave
Letra Tipografía Logotipo Identidad visual corporativa Denotación Connotación Codificación Decodificación Letter Typography Logotype Corporate visual identity Denotation
Contexto Educativo
Citação
MARTINS, Daniel Raposo - La letra como signo de identidad visual corporativa : codificación y descodificación visual del sistema de identidad.- Lisboa: FA, 2012. Tese de Doutoramento.
Editora
Universidade Técnica de Lisboa, Faculdade de Arquitectura