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Publication
Proposta de rebranding à marca portuguesa Clarim: um contributo histórico e cultural ao seu país
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| 242.44 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Numa sociedade cada vez mais emergente onde a
instantaneidade, atualidade e mudança fazem parte, foi escolhida
uma marca com potencial histórico e cultural para apresentar uma
proposta de rebranding, a qual foi objeto para o desenvolvimento
do vigente projeto de investigação. Face à identificação de
oportunidade na recuperação da identidade visual na marca
escolhida, a Clarim – uma marca tipicamente portuguesa -, que
contém um vínculo fortemente presente na memória histórica e
cultural do seu país, esta proposta pretende desenvolver uma
nova linguagem visual, disruptiva, dinâmica e autêntica sem se
desassociar da sua tradição histórica, honrando o seu percurso de
há mais de 50 anos na casa de todos os portugueses. Este projeto
visa apresentar o processo pelo qual uma marca desta natureza
poderia submeter-se e assim reavivar-se. Numa perspetiva de
valorização e relançamento, desenvolveu-se um conjunto de
critérios, etapas e desafios que melhor pudessem responder às
exigências atuais, não só do ponto de vista do mercado
contemporâneo como do seu público-alvo. A metodologia adotada
utilizou uma pesquisa e recolha de dados profunda e diversa, com
recurso a estudo de casos e suportada pelo Modelo
Representativo do Processo de Análise e Conceção de Marcas,
com o objetivo de sintetizar e analisar os elementos visuais das
marcas abordadas ao longo do projeto. Todo este processo foi
extremamente enriquecedor, não só a nível literário e prático,
como nos mais diversos desafios comunicacionais e na apreensão
de toda a sua potencialidade. Contribuiu para um conhecimento
mais amplo e pragmático no que diz respeito ao processo que uma
marca deve seguir para se adaptar e preparar-se para as
exigências e desafios da atualidade.
In an increasingly emerging society where instantaneity, modernness and change are part of it, a brand with historical and cultural potential was chosen to present a rebranding proposal, which was the main topic of this research project. In view of the identification of an opportunity to recover the visual identity of the chosen brand, Clarim - a typically Portuguese brand -, which contains a strong link in the historical and cultural memory of its country, this proposal seeks to develop a new, disruptive, dynamic visual language and authentic without disassociating itself from its historical tradition, honoring its path of more than 50 years in the home of all Portuguese people. This project aims to present the process by which a brand of this nature could be submitted and thus revived. From a perspective of valorization and relaunch, a set of criteria, stages and challenges were developed that could best respond to current demands, not only from the point of view of the contemporary market but also of its target audience. The adopted methodology used a deep and diverse research and data gathering, utilizing case studies and was supported by the Representative Model of Brand Design and Analysis Process, with the goal of synthesizing and analyzing the visual elements of the brands addressed throughout the project. This whole process was extremely enriching. Not only at the literary and practical level, but also in the most diverse communication challenges and in the apprehension of all its potential. It contributed to a broader and more pragmatic knowledge regarding the process that a brand must follow to adapt and be prepared for the demands and challenges of today.
In an increasingly emerging society where instantaneity, modernness and change are part of it, a brand with historical and cultural potential was chosen to present a rebranding proposal, which was the main topic of this research project. In view of the identification of an opportunity to recover the visual identity of the chosen brand, Clarim - a typically Portuguese brand -, which contains a strong link in the historical and cultural memory of its country, this proposal seeks to develop a new, disruptive, dynamic visual language and authentic without disassociating itself from its historical tradition, honoring its path of more than 50 years in the home of all Portuguese people. This project aims to present the process by which a brand of this nature could be submitted and thus revived. From a perspective of valorization and relaunch, a set of criteria, stages and challenges were developed that could best respond to current demands, not only from the point of view of the contemporary market but also of its target audience. The adopted methodology used a deep and diverse research and data gathering, utilizing case studies and was supported by the Representative Model of Brand Design and Analysis Process, with the goal of synthesizing and analyzing the visual elements of the brands addressed throughout the project. This whole process was extremely enriching. Not only at the literary and practical level, but also in the most diverse communication challenges and in the apprehension of all its potential. It contributed to a broader and more pragmatic knowledge regarding the process that a brand must follow to adapt and be prepared for the demands and challenges of today.
Description
Keywords
Design de identidade visual Rebranding Património histórico e cultural Marcas portuguesas Clarim