Publicação
Brand Marks' performance in digital media
| Resumo: | The aim of this paper is to evaluate the graphic resistance and visual performance of Brand Marks in use on websites and social media. It aims to bring knowledge about the impact of digital media on the design of contemporary Brand Marks, but especially the limitations observed in brand trademarks originated during the 20th century or previously. Considering nowadays impact of online and digital communication, the internet of things, and the diversity of multiple screen dimensions, it is important to take a closer look at the performance of Brand Marks on websites, responsive web pages, audio-visuals, and social media. This topic is very relevant when studying or developing flexible systems of brand identification or even Brand Mark variants and respective visual guidelines. Specifically, we intend to observe how the design of Brand Marks and the digital environment compromise the graphic coherence of Visual Identity and brand identification. A systematic methodology was adopted, with a non-interventionist base, with the case study of 32 large and international brands. The results consist in the identification of a set of principles and graphic features which Brand Marks should follow to ensure its recognition, the coherence of Visual Identity and brand identification. |
|---|---|
| Autores principais: | Raposo, Daniel |
| Outros Autores: | Correia, Ricardo Andrade Lopes; Ribeiro, Rogério Paulo dos Santos; Neves, João Vasco |
| Assunto: | Coherence of visual identity Brand identification Logotype and symbols in digital media Favicon and digital avatars Responsive and flexible brands |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Castelo Branco |
| Idioma: | inglês |
| Origem: | Repositório Científico do Instituto Politécnico de Castelo Branco |
| _version_ | 1864888218722238464 |
|---|---|
| author | Raposo, Daniel |
| author2 | Correia, Ricardo Andrade Lopes Ribeiro, Rogério Paulo dos Santos Neves, João Vasco |
| author2_role | author author author |
| author_facet | Raposo, Daniel Correia, Ricardo Andrade Lopes Ribeiro, Rogério Paulo dos Santos Neves, João Vasco |
| author_role | author |
| contributor_name_str_mv | Repositório Científico do Instituto Politécnico de Castelo Branco |
| country_str | PT |
| creators_json_str | [{\"Person.name\":\"Raposo, Daniel\",\"Person.identifier.orcid\":\"0000-0002-7818-7325\"},{\"Person.name\":\"Correia, Ricardo Andrade Lopes\"},{\"Person.name\":\"Ribeiro, Rogério Paulo dos Santos\"},{\"Person.name\":\"Neves, João Vasco\",\"Person.identifier.orcid\":\"0000-0002-6630-1848\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Repositório Científico do Instituto Politécnico de Castelo Branco |
| datacite.creators.creator.creatorName.fl_str_mv | Raposo, Daniel Correia, Ricardo Andrade Lopes Ribeiro, Rogério Paulo dos Santos Neves, João Vasco |
| datacite.date.Accepted.fl_str_mv | 2023-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2023-08-01T15:20:56Z |
| datacite.date.embargoed.fl_str_mv | 2023-08-01T15:20:56Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Coherence of visual identity Brand identification Logotype and symbols in digital media Favicon and digital avatars Responsive and flexible brands |
| datacite.titles.title.fl_str_mv | Brand Marks' performance in digital media |
| dc.contributor.none.fl_str_mv | Repositório Científico do Instituto Politécnico de Castelo Branco |
| dc.creator.none.fl_str_mv | Raposo, Daniel Correia, Ricardo Andrade Lopes Ribeiro, Rogério Paulo dos Santos Neves, João Vasco |
| dc.date.Accepted.fl_str_mv | 2023-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2023-08-01T15:20:56Z |
| dc.date.embargoed.fl_str_mv | 2023-08-01T15:20:56Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10400.11/8566 |
| dc.language.none.fl_str_mv | eng |
| dc.publisher.none.fl_str_mv | AHFE International |
| dc.rights.cclincense.fl_str_mv | http://creativecommons.org/licenses/by/4.0/ |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Coherence of visual identity Brand identification Logotype and symbols in digital media Favicon and digital avatars Responsive and flexible brands |
| dc.title.fl_str_mv | Brand Marks' performance in digital media |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | The aim of this paper is to evaluate the graphic resistance and visual performance of Brand Marks in use on websites and social media. It aims to bring knowledge about the impact of digital media on the design of contemporary Brand Marks, but especially the limitations observed in brand trademarks originated during the 20th century or previously. Considering nowadays impact of online and digital communication, the internet of things, and the diversity of multiple screen dimensions, it is important to take a closer look at the performance of Brand Marks on websites, responsive web pages, audio-visuals, and social media. This topic is very relevant when studying or developing flexible systems of brand identification or even Brand Mark variants and respective visual guidelines. Specifically, we intend to observe how the design of Brand Marks and the digital environment compromise the graphic coherence of Visual Identity and brand identification. A systematic methodology was adopted, with a non-interventionist base, with the case study of 32 large and international brands. The results consist in the identification of a set of principles and graphic features which Brand Marks should follow to ensure its recognition, the coherence of Visual Identity and brand identification. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | article |
| fulltext.url.fl_str_mv | https://repositorio.ipcb.pt/bitstreams/c267a776-6ea9-4443-b1c1-92b5f3f56f68/download |
| id | ripcb_c2d5d09792ab33222e094292a656d35a |
| identifier.url.fl_str_mv | http://hdl.handle.net/10400.11/8566 |
| instacron_str | ipcb |
| institution | Instituto Politécnico de Castelo Branco |
| instname_str | Instituto Politécnico de Castelo Branco |
| language | eng |
| network_acronym_str | ripcb |
| network_name_str | Repositório Científico do Instituto Politécnico de Castelo Branco |
| oai_identifier_str | oai:repositorio.ipcb.pt:10400.11/8566 |
| organization_str_mv | urn:organizationAcronym:ipcb |
| person_str_mv | Raposo, Daniel Raposo, Daniel https://www.ciencia-id.pt/6911-9356-139E 6911-9356-139E http://orcid.org/0000-0002-7818-7325 0000-0002-7818-7325 Correia, Ricardo Andrade Lopes Ribeiro, Rogério Paulo dos Santos Neves, João Vasco Neves, João Vasco https://www.ciencia-id.pt/501C-0DAE-092B 501C-0DAE-092B http://orcid.org/0000-0002-6630-1848 0000-0002-6630-1848 |
| publishDate | 2023 |
| publisher.none.fl_str_mv | AHFE International |
| reponame_str | Repositório Científico do Instituto Politécnico de Castelo Branco |
| repository_id_str | urn:repositoryAcronym:ripcb |
| service_str_mv | urn:repositoryAcronym:ripcb |
| spelling | engAHFE Internationalpt_PTThe aim of this paper is to evaluate the graphic resistance and visual performance of Brand Marks in use on websites and social media. It aims to bring knowledge about the impact of digital media on the design of contemporary Brand Marks, but especially the limitations observed in brand trademarks originated during the 20th century or previously. Considering nowadays impact of online and digital communication, the internet of things, and the diversity of multiple screen dimensions, it is important to take a closer look at the performance of Brand Marks on websites, responsive web pages, audio-visuals, and social media. This topic is very relevant when studying or developing flexible systems of brand identification or even Brand Mark variants and respective visual guidelines. Specifically, we intend to observe how the design of Brand Marks and the digital environment compromise the graphic coherence of Visual Identity and brand identification. A systematic methodology was adopted, with a non-interventionist base, with the case study of 32 large and international brands. The results consist in the identification of a set of principles and graphic features which Brand Marks should follow to ensure its recognition, the coherence of Visual Identity and brand identification.application/pdfpt_PTBrand Marks' performance in digital mediaPersonalRaposo, DanielDSpacehttp://dspace.org/items/2169b67a-e98c-495c-8f57-e03b446e6d07DSpacehttp://dspace.org/items/2169b67a-e98c-495c-8f57-e03b446e6d07Raposo MartinsDanielCiência IDhttps://www.ciencia-id.pt6911-9356-139EORCIDhttp://orcid.org0000-0002-7818-7325Correia, Ricardo Andrade LopesRibeiro, Rogério Paulo dos SantosPersonalNeves, João VascoDSpacehttp://dspace.org/items/7a8d3a4e-3223-4f25-bdf7-8d2f0373c7f5DSpacehttp://dspace.org/items/7a8d3a4e-3223-4f25-bdf7-8d2f0373c7f5Matos NevesJoão VascoCiência IDhttps://www.ciencia-id.pt501C-0DAE-092BORCIDhttp://orcid.org0000-0002-6630-1848HostingInstitutionOrganizationalRepositório Científico do Instituto Politécnico de Castelo Brancoe-mailmailto:repositorio@ipcb.ptrepositorio@ipcb.ptDOIIsPartOf10.54941/ahfe10035312023-08-01T15:20:56Z20232023-01-01T00:00:00ZHandlehttp://hdl.handle.net/10400.11/8566http://purl.org/coar/access_right/c_abf2open accessCoherence of visual identityBrand identificationLogotype and symbols in digital mediaFavicon and digital avatarsResponsive and flexible brands695037 bytesliteraturehttp://purl.org/coar/resource_type/c_6501journal article2023http://creativecommons.org/licenses/by/4.0/http://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.ipcb.pt/bitstreams/c267a776-6ea9-4443-b1c1-92b5f3f56f68/downloadAHFE (2023) International Conference8114048USA |
| spellingShingle | Brand Marks' performance in digital media Raposo, Daniel Coherence of visual identity Brand identification Logotype and symbols in digital media Favicon and digital avatars Responsive and flexible brands |
| subject.fl_str_mv | Coherence of visual identity Brand identification Logotype and symbols in digital media Favicon and digital avatars Responsive and flexible brands |
| title | Brand Marks' performance in digital media |
| title_full | Brand Marks' performance in digital media |
| title_fullStr | Brand Marks' performance in digital media |
| title_full_unstemmed | Brand Marks' performance in digital media |
| title_short | Brand Marks' performance in digital media |
| title_sort | Brand Marks' performance in digital media |
| topic | Coherence of visual identity Brand identification Logotype and symbols in digital media Favicon and digital avatars Responsive and flexible brands |
| topic_facet | Coherence of visual identity Brand identification Logotype and symbols in digital media Favicon and digital avatars Responsive and flexible brands |
| url | http://hdl.handle.net/10400.11/8566 |
| visible | 1 |