Priscila Lena Farias / Anna Calvera Marcos da Costa ... - Blucher

CARDOSO, Helder / PERASSI, Richard
of technological and conceptual relationships.
Besides the use language and design technology, design and print
or scan graphic pieces, the conceptual domain interdisciplinary allows
graphic designers the critical capacity to guide its work. So he
is able to adopt and develop a strategic approach that is consistent
and complementary to the integrated process of branding.
Graphic Design is an area of knowledge and practice that plan information
as part reproducible graphics to visually communicate
a message, using text, images or symbols composed of shapes
and colors. The goal is to serve functional purposes, symbolic and
aesthetic, in a methodical and strategic, as a solution to a problem
or need communicative previously prospected (Villas-Boas 1999).
The products of Graphic Design, especially those arising from the
process of creating the visual identity of the brand, make, synthesize
and mean, officially, the public face of the corporation or the
products and services they represent. Thus, the graphics products
part of branding strategies, dealing with the creation, construction
and management of brands, to manage the relationship between
the brand and the public.
Brand managers believe that the intangible or symbolic aspects of
brands shall be controlled by stimulition and responses tangible
or visible. Tangible and significant events are all perceived that,
intentionally or casual, are related to the brand. The graphics of
the visual brand identity, especially the trademark, make up the
synthesis intentional and official visible expression of the brand.
The term branding strategy means a larger systemic approach,
which seeks to predict and manage inter-subjective and objective
relations between expressions and values of the brand and the
various partners, competitors and public that directly or indirectly
relate to the brand. On a global scale, this approach should consider
the international and intercultural relations.
Branding is the set of actions related to the administration of
brands. These actions, taken with the knowledge and competence,
leading brands in addition to their economic nature, becoming part
of the culture, and influence people’s lives. Actions with the ability
to simplify and enrich our lives in a world increasingly confusing
and complex (Martins 2006: 8).
The prospective processes allows composition of a plan that directs
brand positioning strategies and actions of branding. Firstly,
the relevant part of this plan focuses on communication, whose
success also depends on the informational efficiency of the
graphic-visual identity.
The expressiveness of the graphics should promote sensations,
feelings and meanings consistent with building a positive brand
image, positioning focused on what was planned. From the expression
of the brand, get the friendly relationship, which is advantageous
for gaining the trust and loyalty of the consumer public.
The branding is focused on mental structures, aiming at the organization
and management of knowledge about the brand, its
products and services, offering subsidies for the consumer public
to make better-informed decisions. This occurs to the extent that,
before the consumer, the brand reputation can take responsibility
for ensuring the quality of what is and offers.
4. The graphic identity of the tourist brands of
cities in the context of place branding
For centuries, the records of the heraldic tradition are full of examples
coats of arms that identify cities. Some of these coat of arms
are still used today. Over time, cities presented also other brand
which sometimes are related to municipal institutions or political
mandate and administrative. However, the global market led to
the creation, dissemination and processing of large graphic marks
tourist towns, along with other brands of places, such as countries
or regions.
The graphic brand of the city represents the center part of the set
of identity-visual graphic. Therefore, it is designed to synthesize
the entire collection of the brand’s symbolic place and express it in
accordance with the interests of the tourism sector and its public.
The graphic design of the brand aims to: (1) representing visual
graph language the semantic content of the mark, (2) provide
technical and aesthetic-syntactic, which are indicative of quality
and technical accuracy, ergonomic and aesthetic, (3) facilitating
the suitability of different graphic design and digital print media.
Thus, the brand is able to identify the various communication
products and advertising or use. Brochures, billboards, T-shirts
and others are identified by the city and also serve as support for
the dissemination and propagation of this brand.
The example presented in this paper is the brand of the city of
Melbourne (fig. 1), in Australia, which summarizes the values and
participates in the promotion strategies of the city, which is positioned
as a competitive tourist destination. The brand positioning
is focused on presenting Melbourne as a place of endless possibilities,
encouraging the visitor to find their values .
According to their issuers, the brand as a whole represents a vibrant,
energetic, colorful therefore exciting the curiosity of tourists
in order for them to feel like an explorer. The graphic brand
of Melbourne (fig. 1) was based on the design of the letter “M”,
composed with a suggestion of depth and tonal and chromatic
effects and proposing overlay transparencies. Overall, the visual
aesthetics proposes directions related to multidirectional lights,
geometry, and digital technology.
Figure 1. Touristic trademark City of Melbourne. (photo by http://www.ergus.com.br).
Design Frontiers: Territiories, Concepts, Technologies 237