Loading...
Publication
Rebranding da marca Turismo de Portugal: uma visão alternativa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 816.63 KB | Adobe PDF | |||
| 159.97 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A Marca ao longo dos últimos anos deixou de ser considerada apenas um nome ou designação de uma empresa ou organização, passando a ser um aspeto poderoso na posição e na distinção das mesmas no mercado. Através da marca é possível comunicar uma identidade visual, onde é retratada a imagem, os valores e os objetivos de uma empresa ou organização. Cada marca deve procurar atualizar a sua imagem gráfica sempre que seja necessário. Este processo de reconstrução designa-se por rebranding. Na presente investigação, foi desenvolvida uma reformulação referente à marca gráfica 'Turismo de Portugal', de forma a influenciar o seu posicionamento no mercado turístico. A necessidade de apostar na comunicação do país, enquanto destino turístico e inovar a identidade visual é crucial para captar a máxima atenção dos turistas. Como tal, a nova visão da identidade visual apresentada ao turista, um país mais preocupado em preservar o seu património natural e cultural, refletindo os seus costumes e tradições, enriquecendo a autenticidade e a identidade de Portugal, baseando-se essencialmente no estilo arquitetónico dos edifícios e casas mais populares de cada localização. Com o intuito de retratar cada região portuguesa, foi concebido um sistema de representação gráfica, com a finalidade de representar cada localização geográfica, recorrendo à utilização individual das casas típicas de cada região, que se encontram na marca gráfica principal.
The brand over the last few years has ceased to be considered just a name or designation of a company or organization but has become a powerful aspect in their position and distinction in the market. Through branding is possible to communicate a visual identity, where the iamge, values and goals of a company or organization are portrayed. Each brand should endeavor to update its graphic image as needed. This reconstruction process is called rebranding. In the present investigation, a reformulation was developed regarding the graphic brand 'Turismo de Portugal', in order to influence its positioning in the tourism market. The need to focus on the country's communication as a tourist destination and innovate the visual identity is crucial to attract the maximum attention of tourists. As such, the new vision of visual identity presents the tourist, a country more concerned with preserving its natural and cultural heritage, reflecting its customs and traditions, enriching the autheticity and identity of Portugal. The graphic mark highlights the regions of Portugal, based essentially on the architectural style of the most popular buildings and houses in each location. In order to portray each portuguese region, a graphical representation system was designed to represent each geographical location, using the individual use of the typical houses of each region, which are in the main graphic mark.
The brand over the last few years has ceased to be considered just a name or designation of a company or organization but has become a powerful aspect in their position and distinction in the market. Through branding is possible to communicate a visual identity, where the iamge, values and goals of a company or organization are portrayed. Each brand should endeavor to update its graphic image as needed. This reconstruction process is called rebranding. In the present investigation, a reformulation was developed regarding the graphic brand 'Turismo de Portugal', in order to influence its positioning in the tourism market. The need to focus on the country's communication as a tourist destination and innovate the visual identity is crucial to attract the maximum attention of tourists. As such, the new vision of visual identity presents the tourist, a country more concerned with preserving its natural and cultural heritage, reflecting its customs and traditions, enriching the autheticity and identity of Portugal. The graphic mark highlights the regions of Portugal, based essentially on the architectural style of the most popular buildings and houses in each location. In order to portray each portuguese region, a graphical representation system was designed to represent each geographical location, using the individual use of the typical houses of each region, which are in the main graphic mark.
Description
Keywords
Marca Rebranding Património cultural Património natural Turismo de Portugal Autenticidade do país Projeto de mestrado