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      Princípios do design aplicados na perspectiva da semiótica e do branding: na senda por um modelo para a imagética da marca Translated title: Principles of design applied from the perspective of semiotics and branding: on the path to a model for brand imagery

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          Abstract

          Resumo Este artigo tem como propósito discutir e explanar os benefícios de um modelo para a definição da imagética da marca, criado com base em princípios de design aplicados à semiótica da imagem, nomeadamente usados na sua interpretação. A metodologia utilizada neste trabalho de investigação tem uma base metodológica mista, fundamentada na revisão da literatura. Na perspectiva da semiótica são identificados parâmetros usados na interpretação de imagens, nomeadamente nos modelos de análise existentes, enquanto que do modelo de diagnóstico de marca são extraídos requisitos e princípios de design inerentes à imagética. Os resultados deste estudo consistem na definição de diretrizes de identificação de princípios de design e semiótica possíveis de serem aplicados a um modelo para a definição da imagética da marca. Particularmente, pretende-se identificar tipologias de códigos da imagem especificados através de parâmetros semióticos que conotem o dna da marca, que tenham escalabilidade e potencial para definir um modelo para a imagética da marca.

          Translated abstract

          Abstract This article aims to discuss and explain the benefits of a model for the definition of brand imagery, created based on design principles applied to image semiotics, namely used in its interpretation. The methodology used in this research work has a mixed methodological basis, based on the literature review. From the perspective of semiotics, parameters used in the interpretation of images are identified, namely in the existing analysis models, while from the brand diagnosis model, requirements and design principles inherent to imagery are extracted. The results of this study consist of the definition of guidelines for the identification of design principles and semiotics that can be applied to a model for the definition of the brand's imagery. In particular, it is intended to identify typologies of image codes specified through semiotic parameters that connote the brand's DNA, which have scalability and the potential to define a model for the brand's imagery.

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          Most cited references51

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          Dimensions of Brand Personality

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            Case Study Research : Design and Methods

            This best-selling book focuses on case study design and analysis as a distinct research tool with wide applicability. It has now been carefully revised, updated, and expanded to include a discussion of the debate in evaluation between qualitative and quantitative research, more on the role of theory in doing good case studies, more extensive discussion of triangulation as a rationale for multiple sources of evidence, and an examination of program logic models as another analytic option. In addition, the text contains many topical examples, including ones dealing with international trade and the world economy. Despite these revisions, this second edition retains virtually all the original text, making it an even more comprehensive introduction to the field.
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              Designerly Ways of Knowing

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                Author and article information

                Journal
                conv
                Convergências - Revista de Investigação e Ensino das Artes
                Revista Convergências
                Escola Superior de Artes Aplicadas; Instituto Politécnico Castelo Branco (Castelo Branco, , Portugal )
                2184-0180
                1646-9054
                November 2020
                : 13
                : 26
                : 129-140
                Affiliations
                [1] Lisboa orgnameUniversidade Europeia orgdiv1Faculdade de Design, Tecnologia e Comunicação orgdiv2Unidade de Investigação em Design e Comunicação Portugal
                Article
                S2184-01802020000200129 S2184-0180(20)01302600129
                10.53681/c1514225187514391s.26.50
                20927b68-184e-42f1-a4e1-e0ea8776417e

                This work is licensed under a Creative Commons Attribution 4.0 International License.

                History
                : 20 November 2020
                : 19 October 2020
                Page count
                Figures: 0, Tables: 0, Equations: 0, References: 52, Pages: 12
                Product

                SciELO Portugal


                brand language,marca,dna,Imagética,brand,DNA,imagery
                brand language, marca, dna, Imagética, brand, DNA, imagery

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