Brand Marks' performance in digital media

Detalhes bibliográficos
Autor(a) principal: Raposo, D.
Data de Publicação: 2023
Outros Autores: Correia, Ricardo, Ribeiro, Rogério, Neves, J.V.M.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.11/8566
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.
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spelling Brand Marks' performance in digital mediaCoherence of visual identityBrand identificationLogotype and symbols in digital mediaFavicon and digital avatarsResponsive and flexible brandsThe 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.AHFE InternationalRepositório Científico do Instituto Politécnico de Castelo BrancoRaposo, D.Correia, RicardoRibeiro, RogérioNeves, J.V.M.2023-08-01T15:20:56Z20232023-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.11/8566engRAPOSO, D. [et al.] (2023) - Brand Marks' performance in digital media. In: RAPOSO, D.; MARTINS, Nuno; BRANDÃO, Daniel (eds.) - Human dynamics and design for the development of contemporary societies : AHFE (2023) International Conference. AHFE International, p. 40-48. AHFE Open Access, vol. 81. DOI: http://doi.org/10.54941/ahfe100353110.54941/ahfe1003531info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-08-12T01:46:52Zoai:repositorio.ipcb.pt:10400.11/8566Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:26:45.762594Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Brand Marks' performance in digital media
title Brand Marks' performance in digital media
spellingShingle Brand Marks' performance in digital media
Raposo, D.
Coherence of visual identity
Brand identification
Logotype and symbols in digital media
Favicon and digital avatars
Responsive and flexible brands
title_short 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_sort Brand Marks' performance in digital media
author Raposo, D.
author_facet Raposo, D.
Correia, Ricardo
Ribeiro, Rogério
Neves, J.V.M.
author_role author
author2 Correia, Ricardo
Ribeiro, Rogério
Neves, J.V.M.
author2_role author
author
author
dc.contributor.none.fl_str_mv Repositório Científico do Instituto Politécnico de Castelo Branco
dc.contributor.author.fl_str_mv Raposo, D.
Correia, Ricardo
Ribeiro, Rogério
Neves, J.V.M.
dc.subject.por.fl_str_mv Coherence of visual identity
Brand identification
Logotype and symbols in digital media
Favicon and digital avatars
Responsive and flexible brands
topic Coherence of visual identity
Brand identification
Logotype and symbols in digital media
Favicon and digital avatars
Responsive and flexible brands
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.
publishDate 2023
dc.date.none.fl_str_mv 2023-08-01T15:20:56Z
2023
2023-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.11/8566
url http://hdl.handle.net/10400.11/8566
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv RAPOSO, D. [et al.] (2023) - Brand Marks' performance in digital media. In: RAPOSO, D.; MARTINS, Nuno; BRANDÃO, Daniel (eds.) - Human dynamics and design for the development of contemporary societies : AHFE (2023) International Conference. AHFE International, p. 40-48. AHFE Open Access, vol. 81. DOI: http://doi.org/10.54941/ahfe1003531
10.54941/ahfe1003531
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dc.publisher.none.fl_str_mv AHFE International
publisher.none.fl_str_mv AHFE International
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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