La Letra Como Signo de Identidad Visual Corporativa
Codificación y descodificación visual del sistema de identidad
- Name
- Daniel Martins
- Year
- 2012
- Institution
- Lisbon School of Architecture Universidade de Lisboa
- Supervisors
- Eduardo Herrera Fernández, Fernando Moreira da Silva, Joan Costa Solà-Segalés
- Discipline
- Communication Design
- Scope
- Typography
- Taxonomy
- Praxiology
- Type
- Theoretical
- Language
- Spanish
- Wordcount / Pagecount
- 125,470 / 554
- Joint supervision
- No
Typography as a component of corporate visual identity and its effect on brand perception.
Research Process (8 methods)
x
designers and creative directors who were the original authors of the selected Corporate Visual Identity (CVI) projects
General public in Portugal and Spain (aged 18–70) who were familiar with or customers of the specific brands. This group specifically excluded designers and design students to avoid professional bias
General public in Portugal and Spain (aged 18–70) who did not know the logo or the brand, ensuring a "neutral" perception. Designers and design students were excluded
General public in Portugal and Spain (aged 18–70) who did not know the logo or the brand, ensuring a "neutral" perception. Designers and design students were excluded
General public in Portugal and Spain (aged 18–70) who did not know the logo or the brand, ensuring a "neutral" perception. Designers and design students were excluded
The evolution of typographic signs over time, the relationship between architecture and letters, and the application of the Vox/ATypI classification to current corporate identities
| # | Name of Method | Research Phase | Research Approach | Researcher Role | Object of Study / Participants | N |
|---|---|---|---|---|---|---|
| 1 | Literature review | Exploratory | Qualitative | x | x | x |
| 2 | Questionnaire | Exploratory | Qualitative | x | designers and creative directors who were the original authors of the selected Corporate Visual Identity (CVI) projects | 15 |
| 3 | Questionnaire validation | Exploratory/Generative | Qualitative | x | 10 | |
| 4 | Semantic differential | Generative | Qualitative | x | General public in Portugal and Spain (aged 18–70) who were familiar with or customers of the specific brands. This group specifically excluded designers and design students to avoid professional bias | 90 |
| 5 | Spontaneous Association Survey | Generative | Qualitative | x | General public in Portugal and Spain (aged 18–70) who did not know the logo or the brand, ensuring a "neutral" perception. Designers and design students were excluded | 90 |
| 6 | Comparative Semantic Differential | Generative | Qualitative | x | General public in Portugal and Spain (aged 18–70) who did not know the logo or the brand, ensuring a "neutral" perception. Designers and design students were excluded | 90 |
| 7 | Multiple Choice Sector Association | Generative | Qualitative | x | General public in Portugal and Spain (aged 18–70) who did not know the logo or the brand, ensuring a "neutral" perception. Designers and design students were excluded | 90 |
| 8 | Comparative analysis | Qualitative | x | The evolution of typographic signs over time, the relationship between architecture and letters, and the application of the Vox/ATypI classification to current corporate identities | unspecified |
Knowledge Transfer & Exchange
Knowledge Exchange (PhD Process): Produced with input
| IK&T | Academia | Design Practice | Society |
|---|---|---|---|
| Context | No | No | No |
| Vision | No | No | No |
| Means | Yes | No | No |
Recommendations (6)
Readjust the semantic differential scales used in the research according to the degrees of understanding of each attribute, and consider including 'institutional' as a recurrent attribute in future scales.
- Scope:
- Macro
- Time Horizon:
- Medium
- Evidence Strength:
- Indicative
- Feasibility:
- High
Apply the method to case studies that cover all classes of the Vox / ATypI (1961) classification in order to compare results and broaden the available evidence.
- Scope:
- Macro
- Time Horizon:
- Long
- Evidence Strength:
- Indicative
- Feasibility:
- Medium
Extend the study to smaller-scale brands and to corporate visual identity projects created by designers who are indifferent to the semantic selection of identity signs.
- Scope:
- Macro
- Time Horizon:
- Long
- Evidence Strength:
- Exploratory
- Feasibility:
- Medium
Repeat the test by associating letters with product images, since comparing letters and product images may simulate more realistically how clients evaluate new products.
- Scope:
- Macro
- Time Horizon:
- Medium
- Evidence Strength:
- Indicative
- Feasibility:
- High
Expand the study toward typographic syntax, relating the letter to other graphic elements on the page rather than isolating it from the broader visual system.
- Scope:
- Macro
- Time Horizon:
- Long
- Evidence Strength:
- Exploratory
- Feasibility:
- Medium
Develop a comparative study of the connotations generated by contrasts within the same type family.
- Scope:
- Macro
- Time Horizon:
- Long
- Evidence Strength:
- Exploratory
- Feasibility:
- High