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Marca territorial - A identidade visual de Torres Vedras
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Resumo(s)
A crescente globalização dos países e das cidades torna
pertinente um investimento para melhorar os níveis de
competitividade e notoriedade dos territórios. Face às
transformações dos estilos de vida e crescimento tecnológico, é
fundamental recorrer a estratégias de comunicação, com o intuito
de divulgar o território para viver, visitar ou investir. A constituição
de uma identidade visual baseada num projeto conceptual, que
transmita os valores da cidade, que seja intemporal e moderna,
permite sofisticar a sua comunicação e envolver a comunidade. O
presente projeto de investigação realizado no âmbito do Mestrado
de Design e Cultura Visual, pretende desenvolver uma identidade
visual para o município de Torres Vedras e as suas freguesias e
modificar o recurso a símbolos heráldicos. Com isto, estudou-se o
conceito de marca territorial e a forma como as ferramentas do
design de comunicação possibilitam a criação de uma marca do
município e das suas freguesias coerente e que comunica entre si.
Para alcançar uma solução e resposta, procedeu-se à descrição
de um processo metodológico, que envolveu um Enquadramento
Teórico sobre a área temática; uma Entrevista Exploratória onde se
averiguou a problemática; uma Pesquisa de Campo que permitiu
explorar os pontos de interesse da cidade e proceder a um registo
fotográfico; Inquéritos por Questionário aos residentes e visitantes,
para obter a sua perspetiva sobre as características da cidade; um
Levantamento de Casos Práticos Relevantes onde se analisou a
identidade visual de marcas territoriais; e uma Pesquisa Visual que
comparou as marcas territoriais numa análise de forma e conteúdo.
O projeto final consistiu na elaboração de um manual de normas
gráficas. O resultado reforçou o papel do design na contribuição
de uma marca territorial que comunica ao serviço do município e
da comunidade e que está integrada numa linguagem visual
partilhada entre o município e as freguesias, criando uma marca
uniformizada e adaptável ao futuro.
The growing globalization of countries and cities makes it relevant to invest in improving the levels of competitiveness and notoriety of territories. In the face of lifestyle transformations and technological growth, it is essential to resort to communication strategies in order to promote the territory for living, visiting, or investing. The establishment of a visual identity based on a conceptual project that conveys the values of the city, is timeless and modern, allows for sophisticated communication and community involvement. This research project, carried out within the scope of the Master's Degree in Design and Visual Culture, aims to develop a visual identity for the municipality of Torres Vedras and its parishes, and to modify the use of heraldic symbols. In doing so, the concept of territorial branding and how communication design tools enable the creation of a coherent brand for the municipality and its parishes that communicates with each other, were studied. To achieve a solution and response, a methodological process was described, which involved a Theoretical Framework on the thematic area; an Exploratory Interview to investigate the problem; Field Research that allowed for the exploration of points of interest in the city and a photographic record; Questionnaire Surveys to residents and visitors to obtain their perspective on the city's characteristics; a Survey of Relevant Case Studies that analyzed the visual identity of territorial brands; and a Visual Research that compared territorial brands in terms of form and content. The final project consisted of the development of a graphic standards manual. The result reinforced the role of design in contributing to a territorial brand that serves the municipality and the community, and is integrated into a shared visual language between the municipality and the parishes, creating a standardized and adaptable brand for the future.
The growing globalization of countries and cities makes it relevant to invest in improving the levels of competitiveness and notoriety of territories. In the face of lifestyle transformations and technological growth, it is essential to resort to communication strategies in order to promote the territory for living, visiting, or investing. The establishment of a visual identity based on a conceptual project that conveys the values of the city, is timeless and modern, allows for sophisticated communication and community involvement. This research project, carried out within the scope of the Master's Degree in Design and Visual Culture, aims to develop a visual identity for the municipality of Torres Vedras and its parishes, and to modify the use of heraldic symbols. In doing so, the concept of territorial branding and how communication design tools enable the creation of a coherent brand for the municipality and its parishes that communicates with each other, were studied. To achieve a solution and response, a methodological process was described, which involved a Theoretical Framework on the thematic area; an Exploratory Interview to investigate the problem; Field Research that allowed for the exploration of points of interest in the city and a photographic record; Questionnaire Surveys to residents and visitors to obtain their perspective on the city's characteristics; a Survey of Relevant Case Studies that analyzed the visual identity of territorial brands; and a Visual Research that compared territorial brands in terms of form and content. The final project consisted of the development of a graphic standards manual. The result reinforced the role of design in contributing to a territorial brand that serves the municipality and the community, and is integrated into a shared visual language between the municipality and the parishes, creating a standardized and adaptable brand for the future.
Descrição
Palavras-chave
Design de comunicação Identidade visual Marca territorial Município Torres Vedras