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Visual Identity Design as a Cultural Interface of a Territory

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Advances in Ergonomics in Design (AHFE 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1203))

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Abstract

The purpose of the article is to study how the brand’s visual identity contributes to the understanding, accessibility and enjoyment of information, adapting the message to different cultures and profiles of people, users or target audiences. Identity promotes sustainability and respect for people’s quality of life. The methodology used is mixed, including a non-interventionist phase consisting in the study of competing brands, audience map and persona method and an interventionist component through project-grounded design research, which includes participatory methods such as co-design and Design thinking. The results are a visual identity of the mountain olive oils brand that acts simultaneously as an interface of representation of the collective, the individual and the region (internal audiences), fulfilling the expectations and needs of the target public and other stakeholders. Design principles and good practices are also defined to ensure that visual identity continues to function as a cultural interface of the territory in a sustainable logic and not just business requirements.

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Author information

Authors and Affiliations

  1. CIAUD, Lisbon School of Architecture, Universidade de Lisboa, Rua Sá Nogueira, 1349-063, Lisbon, Portugal

    Daniel Raposo, João Neves, José Silva & Fernando Moreira da Silva

  2. RETHINK, Research Group on Design for the Territory, Castelo Branco, Portugal

    Daniel Raposo, João Neves, Mariana Amaral, José Silva & Fernando Moreira da Silva

  3. Polytechnic Institute of Castelo Branco, Av. Pedro Álvares Cabral, nº 12, 6000-084, Castelo Branco, Portugal

    Daniel Raposo, João Neves, Maria de Fátima Peres, Mariana Amaral & José Silva

  4. NECE, CI&DEI, Guarda Polytechnic Institute, Guarda, Portugal

    Teresa Paiva

Authors
  1. Daniel Raposo
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  2. João Neves
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  3. Maria de Fátima Peres
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  4. Teresa Paiva
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  5. Mariana Amaral
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  6. José Silva
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  7. Fernando Moreira da Silva
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Corresponding author

Correspondence to Daniel Raposo .

Editor information

Editors and Affiliations

  1. Faculdade de Arquitetura, Universidade de Lisboa, Lisbon, Portugal

    Francisco Rebelo

  2. School of Design, Hunan University, Changsha, China

    Marcelo Soares

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Raposo, D. et al. (2020). Visual Identity Design as a Cultural Interface of a Territory. In: Rebelo, F., Soares, M. (eds) Advances in Ergonomics in Design. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1203. Springer, Cham. https://doi.org/10.1007/978-3-030-51038-1_10

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  • DOI: https://doi.org/10.1007/978-3-030-51038-1_10

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-51037-4

  • Online ISBN: 978-3-030-51038-1

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