Design e gestão da identidade, marcas gráficas e imagem institucional

Name: António Lacerda
Year: 2011
Institution: Lisbon School of Architecture Universidade de Lisboa
Supervisors: Eduardo Fernández, Fernando Moreira da Silva, Leire Iñurritegui
Discipline: Communication Design
Scope: Identity Design
Taxonomy: Phenomenology
Type: Theoretical
Language: Portuguese
Wordcount / Pagecount: 137,970 / 438
Joint supervision: No

The relationships between the intended and perceived image of an institution

Research Process (5 methods)

1. Literature review N = x

Exploratory Qualitative

2. Tool development N = 1

Generative Qualitative

Brand analysis tool

3. Questionnaire N = 30

Exploratory Qualitative

Random sample

4. Questionnaire N = 544

Generative Qualitative

Sample of academics

5. Questionnaire N = 5

Generative Qualitative

Communication managers of higher education institutions

#	Name of Method	Research Phase	Research Approach	Researcher Role	Object of Study / Participants	N
1	Literature review	Exploratory	Qualitative	x	x	x
2	Tool development	Generative	Qualitative	x	Brand analysis tool	1
3	Questionnaire	Exploratory	Qualitative	x	Random sample	30
4	Questionnaire	Generative	Qualitative	x	Sample of academics	544
5	Questionnaire	Generative	Qualitative	x	Communication managers of higher education institutions	5

Knowledge Transfer & Exchange

Knowledge Exchange (PhD Process): Produced with input

IK&T	Academia	Design Practice	Society
Context	Yes	No	No
Vision	Yes	No	No
Means	No	No	No

Recommendations (5)

R25 Methodological Artifact, System & Service Design Priority: High

Extend the graphicbrands model to other public-service sectors (e.g., culture, environment, transport) and combine identity analysis with service/space/product communication and usability observation to generate user-oriented prototypes.

Scope:: Meso → Macro
Time Horizon:: Medium
Evidence Strength:: Indicative
Feasibility:: Medium

R26 Evaluation, Monitoring & Impact Methodological Priority: High

Strengthen future applications of the model by increasing respondent representativeness, collecting more institutional data, recoding weak items, controlling missing values, and applying multivariate statistics to detect latent dimensions.

Scope:: Meso
Time Horizon:: Short → Medium
Evidence Strength:: Strong
Feasibility:: High

R27 Theoretical & Conceptual Methodological Priority: Medium-High

Study in greater depth the subjective and emotional elements of institutional identity that can be transformed into communicable values, including which graphic elements should be integrated, reinforced, or suppressed and how they circulate in the collective imaginary.

Scope:: Meso → Macro
Time Horizon:: Medium
Evidence Strength:: Exploratory
Feasibility:: Medium

R28 Process & Organization Dissemination & Knowledge Mobilization Priority: High

Implement rigorous, Director de Design-led programs that map the full circuit of institutional actions and communications and coordinate identity, graphic-brand management, and image strategy around public experience.

Scope:: Meso → Macro
Time Horizon:: Short → Medium
Evidence Strength:: Indicative
Feasibility:: Medium

R29 Methodological Evaluation, Monitoring & Impact Priority: Medium-High

Conduct more detailed studies of institutional graphic identification elements—names, typography, logotypes, symbols, and colors—covering their functions, quality parameters, and the conditions required for more efficient management.

Scope:: Meso
Time Horizon:: Medium
Evidence Strength:: Indicative
Feasibility:: High