Article - Open Access.

Idioma principal

The graphic speech of the Brand

Raposo, Daniel;


In visual identity context, graphic designer has the difficult task to optimize the emission of an intangible message, and give it graphical form, trying to communicate complex information to the audience by the most understandable way possible. During graphic signs selection, the designer’s intention attends to the Corporate Visual Identity goals concerning the public’s perception, in order to control the Corporate Image. In a globalized and increasingly digital world, small businesses appear to be large, markets are broader and brand communication strategies appear to be on the customization and fascination of the masses. However, in Portuguese context it isn’t strange to find companies that do not know themselves, they haven’t done a work of inner reflection on their values, mission and goals. In this system, the designer has assumed greater responsibilities in brand communication process, both in defining strategies and in graphic codes selection and orientation. This paper is based on literature review, seeking to contribute to knowledge about the graphic designer role during the materialization of brand speech, including how the graphic signs personality expression in a cultural context.


Palavras-chave: brand mark, connotation, brand personality, culture, encode,


DOI: 10.5151/despro-icdhs2014-0063

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Como citar:

Raposo, Daniel; "The graphic speech of the Brand", p. 445-451 . In: Tradition, Transition, Tragectories: major or minor influences? [=ICDHS 2014 - 9th Conference of the International Committee for Design History and Design Studies]. São Paulo: Blucher, 2014.
ISSN 2318-6968, DOI 10.5151/despro-icdhs2014-0063

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