Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
The letter as a sign of corporate visual identity
Visual encoding and decoding of the identity system
Daniel Raposo
Type:
Language:
Spanish
Year:
2012
Editor:
Universidade Técnica de Lisboa, Faculdade de Arquitectura
Author:
Supervisor:
Herrera Fernández, Eduardo; Moreira da Silva, Fernando; Costa Solà-Segalés, Joan
Institution:
Universidade Técnica de Lisboa, Faculdade de Arquitectura
Website:
Abstract:
Following the premises of Communication Design, the designer is the indirect mediator of the corporate message. The designer concerns about the Corporate Visual Identity project, selecting and manipulating the inter-subjective codes required for the proper decoding in a given context. The Corporate Visual Identity project refers to a system of integrated graphic signs that gain a new semantic meaning when drawn together. From Design's perspective, Corporate Typography is a sign of identity which influences the embodiment of the graphic-semantic positioning in the Corporate Visual Identity project, but there is no data on the graphic capabilities of the letter in influencing the definition of Corporate Image. This Thesis aims to understand the process of encoding and decoding typographic signs in the area of Corporate Visual Identity projects and to identify its base connotations. To achieve this, the intent of the designers is confronted with public perception, in order to obtain data on denotative and connotative meanings created by the corporate typography and the way they influence the definition of Corporate Image. Defined according to one hypothesis, the methodological process included two phases, a Non-Interventionist Research and an Interventionist Research. The Noninterventionist Research was based on Case Studies, through a questionnaire for a general audience which excluded designers, design students or advertisers, trying to identify the base and secondary connotations of logos, and then evaluate the corporate typography used in the logos, without any interference from the name of the brand. The Active Research has consisted in experiencing by practising principles and concepts examined in specialized literature. The obtained data has allowed to better understand the process of graphic encoding and decoding, as well as a proposal for a Design support method and evaluation of Corporate Visual Identity projects.
Description:
Thesis for the degree of Doctor of Design, presented at the Faculty of Architecture of the Technical University of Lisbon.
Keywords:
This Content is Available for Members Only
Are you a registered member?
If so, you can sign-in to the website and get immediate access.
Not a Member Yet?
Membership is open to people with recognised qualifications and/or experience in the fields of design research, design practice, design management, and design education. Apply NOW
