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Brand Marks' performance in digital media

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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

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