A narrativa da identidade visual corporativa : o projeto MAGISTER
Type
masterThesis
Creator
Identifier
201064286
Title
A narrativa da identidade visual corporativa : o projeto MAGISTER
Contributor
Neves, João Vasco Matos
Martins, Daniel Raposo
Martins, Daniel Raposo
Subject
Identidade visual corporativa
Narrativa gráfica
Projeto MAGISTER
Corporate visual identity
Graphic narrative
Narrativa gráfica
Projeto MAGISTER
Corporate visual identity
Graphic narrative
Date
2015-10-15T14:01:57Z
2015-10-15T14:01:57Z
2014
2015-10-15T14:01:57Z
2014
Description
Em Portugal, a inexistência de projetos marcados pela aposta na construção da sua
identidade visual é, no panorama da história da arte e do património cultural, uma
realidade. Investigadores e entidades envolvidas neste campo de atuação ainda não
despertaram para o valor e consistência que iniciativas com este cariz adquirem
através da conceção da sua marca e do seu projeto de identidade visual corporativa.
É objeto do presente estudo o processo de construção da Identidade Visual
Corporativa do projeto de investigação MAGISTER - Arquitetura tardo-gótica em
Portugal: protagonistas, modelos e intercâmbios artísticos (séc. XV-XVI), bem como a
imagem visual dos eventos realizados neste âmbito.
A presente investigação partiu do estudo de casos de identidade visual corporativa
nacionais relacionados com o património, bem como da apreciação de diversos
autores acerca desta temática do design, sustentando assim as opções tomadas
durante todo o processo prático, conduzindo à reflexão em diversos momentos da
viabilidade das soluções apresentadas.
A fase intervencionista envolveu a conceção da identidade corporativa MAGISTER,
bem como de três eventos científicos e uma aplicação multimédia, relacionados com o
mesmo projeto. Em ambos os casos, verificou-se em pleno a exploração da temática
abordada - a narrativa da identidade corporativa, resultando nas soluções
apresentadas no âmbito do respetivo projeto de investigação.
A fase não-intervencionista tornou-se um apêndice fundamental para o
entendimento da identidade visual corporativa enquanto meio estratégico de
comunicação na área do património arquitetónico e histórico nacional.
O estudo que deu origem a este relatório/dissertação, pretendeu, desde o
momento em que se iniciou, responder à pertinência do desenvolvimento de uma
narrativa gráfica para o Projeto MAGISTER, sendo este o catalisador que gere todas as
opções delineadas no projeto prático construído, ancoradas numa metodologia mista,
pautada pela reflecção e análise apresentada nos diversos capítulos com um maior
nível de teoria, suportando o projeto realizado.
Abstract: In Portugal, the lack of projects marked by backing the construction of its visual identity is, in the panorama of art history and cultural heritage, a reality. Researchers and organizations involved in this field of work not yet awakened to the value and consistency That initiatives with this nature acquire through the design of your brand and your corporate branding project. It is the object of this study the process of building the corporate visual identity of the research project MAGISTER - Arquitetura tardo-gótica em Portugal: protagonistas, modelos e intercâmbios artísticos (séc. XV-XVI), as well as the visual image of the events held in this scope. This research started from the case studies of national corporate visual identity related with heritage, as well as consideration of various authors concerning the design theme , thus sustaining the choices made during the practical process, leading to reflection at various times of the feasibility of these solutions. The interventionist phase involved the design of corporate identity MAGISTER as well as three scientific events and a multimedia application, related to the same project. In both cases, it was found in the full exploitation of the theme discussed - the narrative of corporate identity, resulting in the presented solutions in the scope of the respective research project. A non-interventionist phase has become a fundamental appendix to understanding the corporate visual identity as a strategic means of communication in the national architectural and historic heritage. The study that led to this report / dissertation, intended, from the first moment, answer the relevance of developing a graphic narrative to MAGISTER Project, which is the catalyst that generates all options outlined in the built practical project, anchored in a mixed methodology, guided by reflection and analysis presented in the various chapters with a higher level of theory, supporting the accomplished project Keywords: Corporate
Abstract: In Portugal, the lack of projects marked by backing the construction of its visual identity is, in the panorama of art history and cultural heritage, a reality. Researchers and organizations involved in this field of work not yet awakened to the value and consistency That initiatives with this nature acquire through the design of your brand and your corporate branding project. It is the object of this study the process of building the corporate visual identity of the research project MAGISTER - Arquitetura tardo-gótica em Portugal: protagonistas, modelos e intercâmbios artísticos (séc. XV-XVI), as well as the visual image of the events held in this scope. This research started from the case studies of national corporate visual identity related with heritage, as well as consideration of various authors concerning the design theme , thus sustaining the choices made during the practical process, leading to reflection at various times of the feasibility of these solutions. The interventionist phase involved the design of corporate identity MAGISTER as well as three scientific events and a multimedia application, related to the same project. In both cases, it was found in the full exploitation of the theme discussed - the narrative of corporate identity, resulting in the presented solutions in the scope of the respective research project. A non-interventionist phase has become a fundamental appendix to understanding the corporate visual identity as a strategic means of communication in the national architectural and historic heritage. The study that led to this report / dissertation, intended, from the first moment, answer the relevance of developing a graphic narrative to MAGISTER Project, which is the catalyst that generates all options outlined in the built practical project, anchored in a mixed methodology, guided by reflection and analysis presented in the various chapters with a higher level of theory, supporting the accomplished project Keywords: Corporate
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Language
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