Diagramas & Marcas
Contributos sobre a utilização de diagramas na conceção e análise do discurso visual das marcas
- Name
- Fernando Oliveira
- Year
- 2015
- Institution
- Lisbon School of Architecture Universidade de Lisboa
- Supervisors
- Luiz Gomez, Rita Almendra
- Discipline
- Communication Design
- Scope
- Branding
- Taxonomy
- Praxiology
- Type
- Theoretical/Practical
- Language
- Portuguese
- Wordcount / Pagecount
- 150,150 / 429
- Joint supervision
- No
Use of diagrams in the design and analysis of the visual discourse of brands: a model for diagnosis and creation.
Research Process (17 methods)
x
Design professionals and academics
Examples of design products
Model of representation of the elements of a Visual Identity System
Tool testing on a brand
Tool testing on a brand
Tool testing on a museum brand
Tool testing on brands by design students
Tool testing to develop brands by master's and undergraduate design students
Tool testing to develop brands by master's and undergraduate design students
Tool testing to develop brands by master's and undergraduate design students
Tool testing to develop a new brand
Tool development
Tool testing to develop brands by master's and undergraduate design students
Tool development
Tool testing to develop brands by master's and undergraduate design students
Group of experts
| # | Name of Method | Research Phase | Research Approach | Researcher Role | Object of Study / Participants | N |
|---|---|---|---|---|---|---|
| 1 | Literature review | Exploratory | Qualitative | x | x | x |
| 2 | Interview | Exploratory | Qualitative | x | Design professionals and academics | 17 |
| 3 | Artefact analysis | Exploratory | Qualitative | x | Examples of design products | unspecified |
| 4 | Tool development | Generative | Qualitative | Design process | Model of representation of the elements of a Visual Identity System | 1 |
| 5 | Tool testing | Evaluative | Qualitative | Participatory | Tool testing on a brand | 1 |
| 6 | Tool testing | Evaluative | Qualitative | Participatory | Tool testing on a brand | 1 |
| 7 | Tool testing | Evaluative | Qualitative | Participatory | Tool testing on a museum brand | 1 |
| 8 | Tool testing | Evaluative | Qualitative | x | Tool testing on brands by design students | 60 |
| 9 | Tool testing | Evaluative | Qualitative | x | Tool testing to develop brands by master's and undergraduate design students | 67 |
| 10 | Tool testing | Evaluative | Qualitative | x | Tool testing to develop brands by master's and undergraduate design students | 42 |
| 11 | Tool testing | Evaluative | Qualitative | x | Tool testing to develop brands by master's and undergraduate design students | 47 |
| 12 | Design project | Evaluative | Qualitative | Design process | Tool testing to develop a new brand | 1 |
| 13 | Tool development | Generative | Qualitative | Design process | Tool development | 1 |
| 14 | Tool testing | Evaluative | Qualitative | x | Tool testing to develop brands by master's and undergraduate design students | unspecified |
| 15 | Prototyping | Generative | Qualitative | Design process | Tool development | 1 |
| 16 | Tool testing | Evaluative | Qualitative | x | Tool testing to develop brands by master's and undergraduate design students | 90 |
| 17 | Delphi method | Evaluative | Qualitative | x | Group of experts | 13 |
Knowledge Transfer & Exchange
Knowledge Exchange (PhD Process): Exchange with Academia
| IK&T | Academia | Design Practice | Society |
|---|---|---|---|
| Context | No | No | No |
| Vision | Yes | Yes | No |
| Means | No | No | No |
Recommendations (6)
Amplify and disseminate the model in academic and professional settings, and develop a dedicated user manual/toolkit to support consistent adoption as both a work process and a learning tool.
- Scope:
- Meso → Macro
- Time Horizon:
- Short → Medium
- Evidence Strength:
- Indicative
- Feasibility:
- High
Test the model as a teaching support for Visual/Graphic Design, especially for transmitting objective knowledge about visual systems, increasing control over variables, and improving design decision-making.
- Scope:
- Meso
- Time Horizon:
- Short → Medium
- Evidence Strength:
- Indicative
- Feasibility:
- High
Investigate whether using the model improves project-time efficiency when diagnosing and developing complex contemporary visual identity systems.
- Scope:
- Meso
- Time Horizon:
- Medium
- Evidence Strength:
- Exploratory
- Feasibility:
- Medium
Examine the relationship between the model and creative-thinking techniques to see whether the process can improve competitive differentiation while still preserving structured control over visual variables.
- Scope:
- Micro → Meso
- Time Horizon:
- Medium
- Evidence Strength:
- Exploratory
- Feasibility:
- Medium
Adapt the model for use with visual systems beyond brand identity, using the same logic of explicit elements and system-level representation as a transferable basis for other visual-system analyses.
- Scope:
- Meso → Macro
- Time Horizon:
- Medium
- Evidence Strength:
- Exploratory
- Feasibility:
- Medium-High
Develop animated and interactive digital versions of the model so that different levels of information can be revealed on demand and the method can adapt to future platforms, users, and generations.
- Scope:
- Meso → Macro
- Time Horizon:
- Medium → Long
- Evidence Strength:
- Indicative
- Feasibility:
- Medium