Brand Marks' performance in digital media
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , |
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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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 |
format |
article |
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 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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 instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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