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Publication
Design e estilo no contexto da arquitetura de marca estágio na empresa Central Lobão
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| 19.98 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente processo investigativo versa sobre a adequação do design e linguagem estilística em função da arquitetura de marca, tendo como base a análise de projetos desenvolvidos em estágio na empresa Central Lobão, localizada na cidade de Santa Maria da Feira.
Para o estudo, foi adotada uma metodologia mista, que se subdivide numa componente não-intervencionista nomeadamente em termos de enquadramento teórico através da revisão da literatura, compreendendo também atividades de observação direta e a análise em contexto de estágio.
A segunda etapa da metodologia foi intervencionista e corresponde às atividades práticas em contexto estágio.
O estágio decorreu na área de design e comunicação no departamento de marketing e design da empresa Central Lobão.
No sentido de analisar o papel do design numa empresa com diversas submarcas, foi definido um tópico investigativo – Quais os contributos do Design Gráfico na adaptação do discurso da marca corporativa Central Lobão e das suas respetivas submarcas?
Neste relatório é detalhado o contexto de estágio, faz-se o enquadramento teórico da temática em estudo e são descritas as atividades de estágio, nomeadamente as diferentes estratégias, métodos de divulgação e apresentação da marca e submarcas da Central Lobão.
Abstract : The present investigative process is about the adequacy of design and stylistic language in function of the brand architecture, based on the analysis of projects developed in internship at the company Central Lobão, located in the city of Santa Maria da Feira. For the study, a mixed methodology was adopted, which is subdivided into a non-interventionist component, namely in terms of theoretical framework through the literature review, also comprising direct observation activities and analysis in the context of internship. The second stage of the methodology was interventionist and corresponds to practical activities in an internship context. The internship took place in the area of design and communication in the marketing and design department of the company Central Lobão. In order to analyze the role of design in a company with several sub-brands, an investigative topic was defined - What are the contributions of Graphic Design in adapting the discourse of the corporate brand Central Lobão and its respective sub-brands? In this report the internship context is detailed, the theoretical framework of the subject under study is described and the internship activities are described, namely the different strategies, methods of dissemination and presentation of the brand and sub-brands of Central Lobão.
Abstract : The present investigative process is about the adequacy of design and stylistic language in function of the brand architecture, based on the analysis of projects developed in internship at the company Central Lobão, located in the city of Santa Maria da Feira. For the study, a mixed methodology was adopted, which is subdivided into a non-interventionist component, namely in terms of theoretical framework through the literature review, also comprising direct observation activities and analysis in the context of internship. The second stage of the methodology was interventionist and corresponds to practical activities in an internship context. The internship took place in the area of design and communication in the marketing and design department of the company Central Lobão. In order to analyze the role of design in a company with several sub-brands, an investigative topic was defined - What are the contributions of Graphic Design in adapting the discourse of the corporate brand Central Lobão and its respective sub-brands? In this report the internship context is detailed, the theoretical framework of the subject under study is described and the internship activities are described, namely the different strategies, methods of dissemination and presentation of the brand and sub-brands of Central Lobão.
Description
Dissertação apresentada à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco, em associação com a Faculdade de Arquitetura da Universidade Técnica de Lisboa, para obtenção do grau de Mestre em Design Gráfico.
Keywords
Design gráfico Identidade visual Comunicação visual de marca Arquitetura de marca Discurso da marca corporativa Submarca Brand visual communication Visual identity Brand architecture Corporate brand discourse Sub brand