A gestão de identidade visual para a melhoria da comunicação : o caso de estudo Unidade Local de Saúde de Castelo Branco
Type
masterThesis
Creator
Identifier
201719584
Title
A gestão de identidade visual para a melhoria da comunicação : o caso de estudo Unidade Local de Saúde de Castelo Branco
Contributor
Martins, Daniel Raposo
Neves, João Vasco Matos
Neves, João Vasco Matos
Subject
Design gráfico
Identidade visual corporativa
Sinalética corporativa
Humanização
Inclusividade
Graphic design
Corporate visual identity
Corporate signage
Humanization
Inclusivity
Domínio/Área Científica : Humanidades
Identidade visual corporativa
Sinalética corporativa
Humanização
Inclusividade
Graphic design
Corporate visual identity
Corporate signage
Humanization
Inclusivity
Domínio/Área Científica : Humanidades
Date
2017-07-22T14:15:04Z
2022-06-02T00:30:17Z
2017
2022-06-02T00:30:17Z
2017
Description
O presente projeto surge para dar resposta a lacunas existentes na Unidade Local de Saúde de
Castelo Branco. O projeto teve como principal objetivo corrigir problemas como: incoerência gráfica
e semântica, falta de contraste, ilegibilidade na comunicação da Identidade Visual Corporativa e no
sistema de orientação, que comprometiam a utilização e compreensão dos seus meios de comunicação
e espaços.
Em termos de metodologias não intervencionistas, foram estudadas obras de autores de referência,
com o intuito de adquirir e consolidar novos conhecimentos. Para além da revisão da literatura,
foi fulcral conhecer estudos de casos de situações semelhantes, tendo estes sido uma mais-valia na
aquisição de conhecimentos e de uma realidade aplicada.
Com a revisão da literatura verificou-se o quanto é relevante o contributo do design para a
humanização em meios hospitalares, a importância da coerência e inclusividade na comunicação visual,
e o quanto é fulcral o design de informação na criação e uniformização de uma sinalética corporativa.
A investigação ativa consistiu no design da Identidade Visual e no respetivo sistema de orientação
e informação. Com as bases necessárias procedeu-se ao redesign da identidade visual e da sinalética
corporativa, tendo sempre em conta questões como acessibilidades, humanização, inclusividade e o
público-alvo, bem como a definição de submarcas da ULSCB.
Uma outra componente não intervencionista consistiu na observação direta e, posteriormente,
na implementação de testes e técnicas como desfoque da marca gráfica, Teste de Estimação da
Compreensão e Teste de dimensões de placas.
O desenvolvimento desta investigação representa a melhoria da comunicação da ULSCB,
nomeadamente em adequação e coerência gráfica e semântica, adequadas ao perfil de utilizador,
definindo-se alguns princípios de design que assegurem a consistência e uniformização de todos os
meios de identidade visual, desde a marca gráfica à sinalética.
Deste modo, conclui-se que este projeto contribuiu, de forma positiva para que a comunicação
corporativa da ULSCB passasse a estar de acordo com os seus valores, sua missão, posicionamento e
conceito que a entidade pretende transmitir.
Abstract : The present project comes to give answer to same existent falls in Local Health Unit of Castelo Branco. This Project had as principal object to correct same problems like: graphic and semantic incoherence, lack of contrast, illegibility in corporate communication and guidance system, which compromised the use and understanding of its communication and spaces. In terms of non-interventionist methodologies, the works of reference authors were studied in order to acquire and consolidate new knowledge. In addition to the literature review, it was crucial to know case studies of similar situations, which were an added value in the acquisition of knowledge and an applied reality. With the literature review, it was verified the relevance of the contribution of design to humanization in hospital settings, the importance of consistency and inclusiveness in visual communication, and the importance of information design in the creation and standardization of corporate signage. Active investigation consisted of the design of the Visual Identity and its orientation and information system. With the necessary bases, the redesign of the visual identity and corporate signage was carried out, always taking into account issues such as accessibility, humanization, inclusiveness and the target audience, as well as the definition of ULSCB sub-brands. Another non-interventionist component consisted of direct observation and later in the implementation of tests and techniques such as graphic mark distort, Comprehension Estimation Test and Plate Dimension Test. The development of this investigation represents the improvement of the communication of the ULSCB, namely in the adequacy and coherence of graphics and semantics, appropriate to the user profile, defining some design principles that ensure the consistency and uniformity of all means of visual identity, from the Mark to the signage. In this way, we conclude that this project contributed positively so that the corporate communication of the ULSCB happened to be in agreement with its values, its mission, position and concept that the entity intends to transmit.
Abstract : The present project comes to give answer to same existent falls in Local Health Unit of Castelo Branco. This Project had as principal object to correct same problems like: graphic and semantic incoherence, lack of contrast, illegibility in corporate communication and guidance system, which compromised the use and understanding of its communication and spaces. In terms of non-interventionist methodologies, the works of reference authors were studied in order to acquire and consolidate new knowledge. In addition to the literature review, it was crucial to know case studies of similar situations, which were an added value in the acquisition of knowledge and an applied reality. With the literature review, it was verified the relevance of the contribution of design to humanization in hospital settings, the importance of consistency and inclusiveness in visual communication, and the importance of information design in the creation and standardization of corporate signage. Active investigation consisted of the design of the Visual Identity and its orientation and information system. With the necessary bases, the redesign of the visual identity and corporate signage was carried out, always taking into account issues such as accessibility, humanization, inclusiveness and the target audience, as well as the definition of ULSCB sub-brands. Another non-interventionist component consisted of direct observation and later in the implementation of tests and techniques such as graphic mark distort, Comprehension Estimation Test and Plate Dimension Test. The development of this investigation represents the improvement of the communication of the ULSCB, namely in the adequacy and coherence of graphics and semantics, appropriate to the user profile, defining some design principles that ensure the consistency and uniformity of all means of visual identity, from the Mark to the signage. In this way, we conclude that this project contributed positively so that the corporate communication of the ULSCB happened to be in agreement with its values, its mission, position and concept that the entity intends to transmit.
Access restrictions
openAccess
Language
por
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