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Princípios para o design de marcas gráficas
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Orientador(es)
Resumo(s)
Uma marca gráfica pretende identificar, diferenciar e
representar uma ideia-chave da marca, entidade, produto
ou serviço. Deste modo, o design de uma marca gráfica tem
requisitos percetivos ao nível simbólico e estético, onde o
desenho articula componentes de significado denotativo e
conotativo. A presente investigação surge com o objetivo de
transmitir conhecimentos sobre o Design de Marcas Gráficas,
através da clarificação de conceitos, termos específicos
e princípios para o desenvolvimento de marcas gráficas.
A investigação assenta numa metodologia mista, não
intervencionista e intervencionista, de base qualitativa.
Utilizaram-se os seguintes métodos: 1) revisão da literatura;
2) estudo de casos de tipo descritivo, onde se analisou as
secções da marca gráfica comuns em seis Manuais de Normas
Gráficas digitais, de modo a identificar princípios de
Design de Marcas Gráficas; 3) observação direta da evolução
das marcas gráficas de setenta e cinco empresas
de cinco setores. Posteriormente, fez-se uma análise empírica
às características gráficas das marcas atuais: anatomia,
composição, cor, forma da tipografia e do símbolo, escala de
iconicidade, comportamento em monocromia (preto e invertido),
desfoque, pixelização e Classificação de Viena.
O projeto desta investigação culminou na criação de uma
plataforma digital (website) que apresenta, classifica, analisa
e compara diferentes marcas gráficas. Pretende-se que seja
uma ferramenta útil para estudantes de design, designers e
investigadores da área.
A brand mark aims to identify, differentiate and represent a key idea of the brand, entity, product, or service. In this way, the design of a brand mark has perceptive requirements at the symbolic and aesthetic level, where the design articulates components of denotative and connotative meaning. The current investigation aims to transmit knowledge about the Design of Brand Marks, through the clarification of concepts, specific terms and principles for the development of brand marks. The research is based on a mixed methodology, non-interventionist and interventionist, with a qualitative basis. The following methods were used: 1) literature review; 2) descriptive case studies, where the common graphic brand sections in six digital Graphic Standards Manuals were analyzed, in order to identify Brand Marks Design principles; 3) direct observation of the evolution of the brand marks of seventy-five companies from five sectors. Subsequently, an empirical analysis was made of the graphic characteristics of the brands: anatomy, composition, color, typography and symbol shape, iconicity scale, behavior in monochrome (black and inverted), blurring, pixelation and Vienna Classification. The resulting project consists in the creation of a digital platform (website) that presents, classifies, analyzes and compares different brand marks. It is intended to be a useful tool for design students, designers, and researchers in the field.
A brand mark aims to identify, differentiate and represent a key idea of the brand, entity, product, or service. In this way, the design of a brand mark has perceptive requirements at the symbolic and aesthetic level, where the design articulates components of denotative and connotative meaning. The current investigation aims to transmit knowledge about the Design of Brand Marks, through the clarification of concepts, specific terms and principles for the development of brand marks. The research is based on a mixed methodology, non-interventionist and interventionist, with a qualitative basis. The following methods were used: 1) literature review; 2) descriptive case studies, where the common graphic brand sections in six digital Graphic Standards Manuals were analyzed, in order to identify Brand Marks Design principles; 3) direct observation of the evolution of the brand marks of seventy-five companies from five sectors. Subsequently, an empirical analysis was made of the graphic characteristics of the brands: anatomy, composition, color, typography and symbol shape, iconicity scale, behavior in monochrome (black and inverted), blurring, pixelation and Vienna Classification. The resulting project consists in the creation of a digital platform (website) that presents, classifies, analyzes and compares different brand marks. It is intended to be a useful tool for design students, designers, and researchers in the field.
Descrição
Palavras-chave
marca gráfica princípios gráficos logótipo símbolo
Contexto Educativo
Citação
Editora
Faculdade Arquitetura, Universidade Lisboa