Kinetic Identity as the new communication strategy for brands in contemporaneity

• Autor(a) principal: Ferreira, Diogo
• Data de Publicação: 2021
• Outros Autores: Sousa, Álvaro
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/etd.v0i5.25317

Technological and social evolution led to a new way of looking at the world, a new type of society considered liquid according to Bauman, which opened doors to a set of new aesthetic opportunities that made design, being an organic discipline, evolve. This evolution led to the need to create new systems of visual identity, endowed with characteristics that meet today's needs: The kinetic identity is one of these types of visual identity systems, called Flexibles. Adjusted to the characteristics of contempo- rary society, it has as particularity the use of movement as a method of transformation of the elements that define it. This article aims to reflect on the relevance of kinetic identity as a new communication strategy for brands in contemporary society. For this, we used the method of exploratory qualitative analysis in which after the crossing of nuclear concepts to research were analyzed case studies that obeyed the pre-established criteria. As a result, it is expected that the information obtained will enable the understanding of the current trend of the use of kinetic identity as a communication strategy for brands in contemporaneity.