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Publication
Design de identidades: uma proposta processual para a ideação, construção e análise de logos
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 15.72 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Com a maturidade do mercado e a forte presença de marcas no
imaginário coletivo da população, empresas compreenderam a
necessidade de se diferenciarem não apenas a partir de seus
produtos e serviços, mas também através de seus valores e
personalidade. De forma a traduzir estas qualidades conceituais,
designers desenvolvem propostas visuais a passo de torná-la
única no meio – matéria conhecida por design de identidade –
com profissionais focados no desenvolvimento de todo o sistema
de comunicação da marca, aqui, em especial, seu logo. Devido à
amplitude de nomenclaturas aplicadas, tenham elas
fundamentação ou não, e também processos criativos adotados
no momento de criação do logo, o design de identidade fica
passivo de análise para sua melhor delimitação e compreensão.
A presente investigação incide sobre a análise, e posteriormente
proposta de processo, para ideação, construção e interpretação
do logo. De forma a cumprir com este objetivo, foram colhidos os
conceitos e metodologias do design gráfico e de identidade para
fundamentar, através da abordagem teórica e bibliográfica, a
função e classificação de cada tipologia de logo, e como poderá,
através de um processo metodológico, ser desenvolvido de modo
lógico e conceitualmente fundamentado a fim de evitar
parcialidades enquanto análise e interpretação. Por fim, o
processo metodológico é analisado em cada ponto, tendo em
vista o que, e porque, é indicado tal seguimento de passos, não
sendo, contudo, um modelo fechado – apenas uma indicação que
poderá contextualizar e guiar os profissionais em seu processo
criativo na criação do logo.
With the maturing of the market and the strong presence of brands in the collective imagination, companies understood the need to differentiate themselves not only through their products and services, but also through their values and personality. In order to translate these conceptual qualities, designers develop visual proposals at the step of making it unique – subject known as identity design – with professionals focused on developing the entire brand's communication system, in particular its logo. Due to the breadth of nomenclatures applied, whether they are substantiated or not, and the creative processes adopted at the time of logo creation, identity design is a proper subject to be analyzed for a better delimitation and understanding. The present investigation focuses on the analysis, and later proposal, of a process for the ideation, construction and interpretation of the logo. In order to fulfill this objective, the concepts and methodologies of graphic design and identity were collected to support, through a theoretical and bibliographical approach, the function and classification of a logo, and how, through a methodological process, develop in a logically and conceptually based way in order to avoid biases in its analysis and interpretation. Finally, each point of the the methodological process is analyzed, considering what, and why, such follow-up of steps is indicated, however, it is not a closed model - just an indication that can contextualize and guide professionals in their process creative in creating the logo.
With the maturing of the market and the strong presence of brands in the collective imagination, companies understood the need to differentiate themselves not only through their products and services, but also through their values and personality. In order to translate these conceptual qualities, designers develop visual proposals at the step of making it unique – subject known as identity design – with professionals focused on developing the entire brand's communication system, in particular its logo. Due to the breadth of nomenclatures applied, whether they are substantiated or not, and the creative processes adopted at the time of logo creation, identity design is a proper subject to be analyzed for a better delimitation and understanding. The present investigation focuses on the analysis, and later proposal, of a process for the ideation, construction and interpretation of the logo. In order to fulfill this objective, the concepts and methodologies of graphic design and identity were collected to support, through a theoretical and bibliographical approach, the function and classification of a logo, and how, through a methodological process, develop in a logically and conceptually based way in order to avoid biases in its analysis and interpretation. Finally, each point of the the methodological process is analyzed, considering what, and why, such follow-up of steps is indicated, however, it is not a closed model - just an indication that can contextualize and guide professionals in their process creative in creating the logo.
Description
Keywords
Design gráfico Marca gráfica Design de identidade Metodologia em design Criação de logo