scholarly journals Typography: the constant vector of dynamic logos

2020 ◽  
pp. 147035722096677
Author(s):  
Catarina Lelis ◽  
Sandra Leitão ◽  
Óscar Mealha ◽  
Ben Dunning
Keyword(s):  
Consistent Pattern ◽  
Next Generation ◽  
Constant Vector ◽  
Visual Identity ◽  
Central Elements ◽  
Identity System ◽  
Brand Logos

Visual identities can be constructed from a number of elements which together can be described as the Visual Identity System (VIS). Typography is one of the VIS’s central elements. Typically, the VIS elements have been considered as static and associated with prescribable visual mandates; however, the hypermodernity paradigm boosted the notion of mobility in everything – and brands are no exception. Brand logos now change in shape, colour, wear different textures and sit on top of a variety of backgrounds. All this incredible flexibility has implications for their typographical elements too. In the empirical part of this research, 50 dynamic logos were selected, grouped according to Van Nes’ categories in Dynamic Identities: How to Create a Living Brand (2012) and the changes in their typographic components were analysed under the Multilingual Typeface Anatomy Terminology framework (Amado, 2012), firstly by the researchers, and then by a group of independent coders. It was verified that dynamic logos present a consistent pattern regarding typography since they preserve consistency through type’s structural axes. This result led to a set of recommendations for both designers working with type in the context of the (re)design of dynamic logos, and academics preparing the next generation of brand designers. This research aimed at identifying the typographical inroads in brands with dynamic logos and is a relevant contribution to the perception of how the anatomy of type can define visual consistency.

The Semiotics of Visual Identity

2019 ◽  
Vol 35 (3) ◽  
pp. 277-307
Author(s):  
Steven Skaggs ◽  
Keyword(s):  
Classification Scheme ◽  
Visual Object ◽  
Logo Design ◽  
Semantic Coherence ◽  
Visual Identity ◽  
The Difference ◽  
Rhetorical Tropes ◽  
Necessary And Sufficient ◽  
Identity System ◽  
Indirect Reference

Visual identity systems allow a visual object to stand for, and provide suggestive expression of, a host. The primary graphic element in a visual identity system is the logo. In three sections, this article explores inportant semiotic mechanisms by which logos perform the work of identifying. The first section points to the difference between basic visual differentiation (boundary coherence) and affective/cognitive reference (semantic coherence). It makes a distinction between two kinds of reference that occur simultaneously in logos: (1) an immediate referencing of the host entity (the entity for which identification is sought), and (2), indirect, reference that is often metaphoric in character. The second section offers a four-part classification scheme for logos based upon a Peircean icon/index/symbol division with the addition of an axis of syntactical detail. A “hidden” class of logo is predicted by this Peircean framework; examples are identified and this class is named “gesturegraphs”. It is argued that this four-part classification scheme is both semiotically necessary and sufficient. Any further classes of logos can be considered subclasses within the four semiotic factors proposed. These classes are not judged to be discrete, but rather to afford blended and combinatorial situations. The rhetorical tropes of metonym and metaphor are discussed in terms of their value to the pictographic mode of logo design. Finally, in the third section of the article, genre is defined as the coherence of stylistic features in relation to the sector of the host’s activity. Two case studies are given as examples of how genre influences the semantical context of logos.

The Design of VIS for Henan Institute of Engineering

2011 ◽  
Vol 211-212 ◽  
pp. 788-792
Author(s):  
Xiao Fang Fu
Keyword(s):  
Information Age ◽  
Integral Image ◽  
Fundamental Part ◽  
Visual Identity ◽  
Identity System

Since its establishment, Henan Institute of Engineering (HNIE) has not systemically given integral image designing. With the advent of the Information Age, the institute urgently needs to provide the integral visual vision, Based on the existing logo of HNIE, we design Visual Identity System including fundamental part and applied part, so as to integrate and unify the image of the institute.

scholarly journals Perancangan Identitas Visual dan Pengaplikasian pada Media Promosi Museum Sri Baduga

2017 ◽  
Vol 3 (02) ◽  
pp. 196-203
Author(s):  
Dikmas Yanfaunas Putera ◽  
Wirania Swasty
Keyword(s):  
Visual Media ◽  
Next Generation ◽  
Tourist Destination ◽  
Visual Identity

ABSTRAKKota Bandung merupakan kota yang menjadi tujuan wisata, terdapat tempat-tempat wisata yang dapat dikunjungi di Bandung dari mulai pusat perbelanjaan, wisata alam hingga museum. Selain terkenal sebagai kota wisata, kota Bandung pun terkenal sebagai pusat kebudayaan Sunda. Untungnya di kota Bandung terdapat museum yang khusus menyimpan peninggalan kebudayaan Sunda yaitu Museum Sri Baduga sebagai tempat memplejarai kebudayaan Sunda. Namun, generasi muda sebagai generasi penerus kebudayaan kini kurang memiliki minat dalam mengunjungi museum Sri Baduga. Perancangan diperlukan guna menumbuhkan minat pemuda, dengan merancang identitas visual dan pengaplikasiannya pada media promosi museum Sri Baduga. Guna dapat merancang identitas visual dan media promosi nya, maka tentu observasi, wawancara, kuesioner, ilmu tentang ruang lingkup, nilai dan keunggulan adalah metode yang dilakukan guna mendapatkan konsep untuk hasil karyanya. Setelah mendapatkan sebuah kesimpulan dan solusi yang didapat dari metode tersebut, baru dapat diterapkan pada Logo, Brosur, Billboard, dan poster. Perancangan identitas visual dan media promosi museum Sri Baduga ini bertujuan dalam meningkatkan minat pemuda untuk mau mengunjungi museum Sri Baduga agar pemuda sebagai generasi penerus ini, dapat mempelajari kebudayaan sunda, dengan begitu diharapkan dapat melestarikan budaya sunda.  Kata Kunci: identitas visual, media promosi, museum sri baduga, sunda, Perancangan.  ABSTRACTBandung is a tourist destination, there are places that tourists can visit in Bandung, from mall, natural tourism, to museum. Besides Bandung is well-known for a tourist destination, Bandung is also the center of culture of Sunda. Fortunately, there is a museum in Bandung that keeps the Sunda heritage, which is Sri Baduga Museum, as a place to study the culture of Sunda. However the adolescents as the next generation has less interes in visiting Sri Baduga Museum. Designing visual identity and promotion media is necessary in order to increase adolescents’ interest. In designing visual identity and promotion media, methods like observation, interview, questioner, value and exellency should be done. Those methods will be performed to get a concept for the outputs. After getting a conclusion and a solution from the methods, then it will be applied on Logo, Brochure, Billboard, and Poster. Designing visual identity and promotion media has a purpose in increasing adolescents’ interest to visit Sri Baduga Museum. So that, adolescents as the next generation could study the culture of Sunda, therefore they could conserve the culture of Sunda as it is expected.  Keyword: Design, Sri Baduga museum, promotion media, sunda, visual identity.

scholarly journals Wykorzystanie barw w kreowaniu wizerunku instytucji kultury

2021 ◽  
pp. 449-472
Author(s):  
Alicja Baczyńska-Hryhorowicz
Keyword(s):  
Participant Observation ◽  
Research Participant ◽  
Basic Element ◽  
Identification System ◽  
Target Groups ◽  
Visual Identification ◽  
Visual Identity ◽  
Strategic Goals ◽  
Museum Of Contemporary Art ◽  
Identity System

Colors are the basic element of the visual identity system, which is important in shaping the image of an organization among target groups. Deliberate use of colors can help consolidate its positive image among the recipients, which will translate into achieving its strategic goals. The article attempts to answer the question of how institutions can use colors to shape their image. In the first part of the work, the Alicja Baczyńska-Hryhorowicz issue of image is discussed. The second section presents the general characteristics of colors, their psychophysical and symbolic properties, and then the possibilities to use colors in the visual identification system (logotype, promotional prints, website, building space). In the third part, theoretical principles are confronted with practice. The ways of using colors in shaping the image of three cultural institutions in Kraków (Opera, Philharmonic, MOCAK Museum of Contemporary Art in Krakow) are described, based on ethnographic research (participant observation, interviews with employees). Data analysis allowed to distinguish ways of using colors and functions they perform (practical and symbolic).

scholarly journals Visual identities of Polish towns and cities. What they communicate and represent in practiced logos

2020 ◽  
Author(s):  
Anna Adamus-Matuszyńska ◽  
Piotr Dzik
Keyword(s):  
Content Analysis ◽  
Qualitative Content Analysis ◽  
Empirical Verification ◽  
Empirical Base ◽  
Marketing Orientation ◽  
Visual Identity ◽  
Marketing Activities ◽  
Identity System

The purpose of the research is the empirical verification of the authors’ hypothesis that the logo or City Visual Identity System (CVIS) is the indicator of marketing and branding orientation of a particular self-government. The first objective of the article is to present an empirical base for city logo examination taking into account the visual signs of Polish towns used in promotional activities. The second objective is to analyse the content of logo. To reach the objectives the authors examined 335 cities’ logo in Poland using quantitative and qualitative content analysis. During the research 211 (63%) of the cities surveyed used the logo in promotional practice. The study confirms the hypothesis that the city’s logo can be used as a preliminary indicator of the local government’s marketing orientation. The content analysis indicates that marketing activities are based primarily on resources (Ger. Substanz) of cities, not on products offered.

Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia

2001 ◽  
Vol 35 (3/4) ◽  
pp. 414-427 ◽  
Author(s):  
T.C. Melewar ◽  
John Saunders ◽  
John M.T. Balmer
Keyword(s):  
Multinational Corporations ◽  
Graphic Design ◽  
Corporate Environment ◽  
Global Identity ◽  
Global Restructuring ◽  
The Past ◽  
Visual Identity ◽  
The Uk ◽  
House Design ◽  
Identity System

Investigates the degree of global standardisation of a corporate visual identity system (CVIS) in multinational operations. A special emphasis of this research is accorded to UK companies operating in Malaysia. In particular, the study seeks to reveal the reasons for developing a standardised CVIS; the behavioural issues associated with CVIS; and the determination in selecting a graphic design agency. The findings of the research revealed that multinational corporations in an increasingly corporate environment adopted a standardised CVIS for several reasons, including, aiding the sale of products and services, creating an attractive environment for hiring employees, and increasing the company’s stature and presence. Further findings show that the interest in global identity was stimulated by global restructuring, merger or acquisition. The above trends help explain why increased focus has been accorded to CVIS over the past five years by many UK companies operating in Malaysia. Additional findings reveal that both the UK design agencies and in‐house design department are used in the development of the firms’ CVIS.

scholarly journals Warna sebagai Identitas Merek pada Website

2017 ◽  
Vol 3 (01) ◽  
pp. 1-16
Author(s):  
Wirania Swasty ◽  
Jiwa Utama
Keyword(s):  
Small And Medium Enterprises ◽  
Food Service ◽  
Online Marketing ◽  
Brand Identity ◽  
Communication Tool ◽  
Brand Building ◽  
Visual Identity ◽  
Medium Enterprises ◽  
Identity System

Abstrak Website merupakan salah satu alat komunikasi berupa pemasaran-online interaktif yang dirancang untuk melibatkan pelanggan agar dapat meningkatkan kesadaran dan citra merek, atau memicu penjualan produk dan jasa. Website relatif terjangkau terutama bagi Usaha Mikro Kecil dan Menengah (UMKM). Permasalahan yang dihadapi UMKM di antaranya lemahnya kegiatan branding dan promosi serta kurang ahli dalam penguasaan teknologi. Menjembatani hal ini, maka diperlukan studi mengenai identitas merek pada website. Studi ini bertujuan untuk memberikan pemahaman akan pemanfaatan warna dalam identitas merek yang diaplikasikan pada website perusahaan. Diharapkan studi ini dapat berguna bagi UMKM dalam membangun merek dan melakukan program pemasaran dengan memanfaatkan warna identitas.Studi diawali dengan pengumpulan data melalui tinjauan literatur terkait dengan warna dan desain antarmuka website. Observasi kemudian dilakukan pada tiga website (zananachips.com, sneaklinid.com, dan kandurastudio.com) sebagai studi kasus, yang merupakan situs resmi UMKM dari Bandung. UMKM yang digunakan sebagai studi kasus dipilih secara acak dari berbagai industri (makanan, layanan, dan kerajinan). Kuesioner yang dibagikan kepada responden secara acak kepada warga Kota Bandung dan sekitarnya. Dari studi ini terungkap bahwa Zanana dinilai telah berhasil memanfaatkan peranan warna dalam membangun merek. Studi ini juga menyarankan bahwa penerapan warna yang konsisten juga dapat menjadi faktor penentu suatu sistem identitas visual.  Kata Kunci: identitas, merek, UMKM, warna, website AbstractWebsite is one of communication tool in the form of interactive online marketing which is designed to engage the customer in order to increase awareness and brand image, or trigger sales of products and services. Website relatively affordable, especially for Small and Medium Enterprises (SMEs). The problem faced by SMEs are weak branding and promotional activities as well as the lack of experts in the mastery of technology. Bridging this gap, the study of brand identity on the website is required. This study aims to provide an understanding of the use of color in brand identity that was applied to the company's website. This study is expected to be useful for SMEs in brand building and conducting marketing programs by utilizing color identity. The study begins with data collection by literature review related to the color and design of the website user interface. Observation on three websites (zananachips.com, sneaklinid.com, dan kandurastudio.com) as a multiple case study is carried out, which is the official website of the SMEs Bandung. SMEs that are used as a case study were randomly selected from a variety of industries (food, service, and crafts). The questionnaire distributed to respondents randomly to the citizens of Bandung and its surroundings. It was revealed that Zanana considered to have successfully utilized the role of color in brand building. This study also suggests that the application of consistent color can also be a determining factor of a visual identity system.  Keywords: identity, brand, SMEs, color, website

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