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Publication
A importância do Design de Identidade Digital no reconhecimento de uma marca internacional.
| Name: | Description: | Size: | Format: | |
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| 5.49 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No âmbito desta investigação pretende-se perceber qual o papel e a importância do design de identidade digital para o reconhecimento de uma
marca internacional, tendo como caso de estudo a Jornada Mundial da Juventude Lisboa 2023.
Este relatório de estágio é constituído por duas partes, sendo a primeira a
investigação. Nesta parte está presente a introdução do trabalho, o estado
da arte, onde se abordam temas como o design de identidade visual, a
comunicação de marca, o enquadramento da Jornada Mundial da Juventude.
Ainda se explica a metodologia utilizada na investigação, o estudo de
casos e as conclusões.
A metodologia utilizada é uma metodologia mista, recorrendo ao estudo
de casos, a um inquérito por questionário e realizando duas entrevistas.
Os casos de estudo analisados são, a Jornada de Lisboa e as quatro Jornadas
realizadas antes desta - metodologia qualitativa; o inquérito é dirigido
a voluntários e peregrinos da JMJ de Lisboa (utiliza-se uma metodologia
quantitativa e qualitativa) e, por último, nas duas entrevistas realizadas,
igualmente no contexto da JMJ Lisboa 2023, é também utilizada metodologia
mista.
Na segunda parte deste relatório é apresentado o portfólio de estágio,
onde a aluna expõe o trabalho realizado neste âmbito, com pequenos resumos
explicando cada projeto. Pretende-se realizar projetos e campanhas
de forma a compreender os seus resultados a nível internacional.
Os resultados obtidos, no fim desta investigação, constatam que as Jornadas
Mundiais da Juventude utilizam bastante as plataformas digitais,
como meio para chegar a um público-alvo bastante internacional. Entende-
se que o design de identidade digital, nestas plataformas, permite um
reconhecimento global da marca e que a maioria das pessoas concorda que este é importante para o alcance global da marca.
The aim of this research is to understand the role and importance of digital identity design for the recognition of an international brand, having as case study the World Youth Day Lisbon 2023. This internship report consists of two parts, the first being the research. This part includes the introduction to the work, the literature review, which covers topics such as visual identity design, brand communication and the World Youth Day framework. It also explains the methodologies used in the research, the case studies and the conclusions. The methodology used is mixed, using case studies, surveys and two interviews. The case studies analysed are the WYD Lisbon and the four WYD’s held before it - qualitative methodology; the survey is aimed at volunteers and pilgrims from the WYD Lisbon (using quantitative and qualitative methodology) and, finally, mixed methodology is also used in the two interviews carried out, also in the context of WYD Lisbon 2023. The second part of this report presents the internship portfolio, in which the student presents the work carried out in this area, with short summaries explaining each project. The aim is to carry out projects and campaigns in order to understand their results at an international level. The results obtained at the end of this research show that World Youth Day makes great use of digital platforms as a means of reaching a very international target audience. It is understood that digital identity design on these platforms allows for global brand recognition and that most people agree that it is important for the brand’s global reach.
The aim of this research is to understand the role and importance of digital identity design for the recognition of an international brand, having as case study the World Youth Day Lisbon 2023. This internship report consists of two parts, the first being the research. This part includes the introduction to the work, the literature review, which covers topics such as visual identity design, brand communication and the World Youth Day framework. It also explains the methodologies used in the research, the case studies and the conclusions. The methodology used is mixed, using case studies, surveys and two interviews. The case studies analysed are the WYD Lisbon and the four WYD’s held before it - qualitative methodology; the survey is aimed at volunteers and pilgrims from the WYD Lisbon (using quantitative and qualitative methodology) and, finally, mixed methodology is also used in the two interviews carried out, also in the context of WYD Lisbon 2023. The second part of this report presents the internship portfolio, in which the student presents the work carried out in this area, with short summaries explaining each project. The aim is to carry out projects and campaigns in order to understand their results at an international level. The results obtained at the end of this research show that World Youth Day makes great use of digital platforms as a means of reaching a very international target audience. It is understood that digital identity design on these platforms allows for global brand recognition and that most people agree that it is important for the brand’s global reach.
Description
Keywords
Design de Identidade Digital Elementos de Identidade Visual, Marca Internacional Estratégia de Comunicação Digital Identity Visual Identity Elements International Brand Communication strategy