Communicating Visually: The Graphic Design of the Brand - Hardcover

Hardcover

ISBN 10: 152751336X ISBN 13: 9781527513365

Verlag: Cambridge Scholars Publishing, 2018

This book focuses on the various vectors of visual communication, particularly on contemporary brands as social phenomena, culture and the way people communicate and create meanings, from a designer� (TM)s perspective. It brings together contributors experienced in the creation and management of international brands. It relates knowledge acquired by the professional design practice with that provided by the research process, and gives an unusually holistic and humanistic view of brands and brand marks, illustrated with concrete examples. The brand is viewed from the perspectives of communication, design, symbolic, culture, aesthetics, visual perception and brand management. Each chapter is inscribed in a sequential logic to explain the relations between visual communication, design and the brand, considered as a social, cultural and symbolic phenomenon, particularly in contexts where it impacts on people� (TM)s lives.

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�ber die Autorin bzw. den Autor

Daniel Raposo is a communication designer, design researcher and Professor at the Polytechnic Institute of Castelo Branco, Portugal, working mainly, in the visual corporate identity area. He gained a PhD in Design in 2012, a Master's in Design, Materials and Product Management in 2005, and a degree in Communication Design in 2002. He is the editor-in-chief of Convergences – Journal of Research and Teaching Arts. He has published numerous book chapters including "Perceptive and Ergonomics Concerns in Corporate Visual Identity" (2012); "Communication Efficiency and Inclusiveness in Corporate Visual Identity" (2016); and "Clarifying the Concept of Corporate Identity from a Collective Vision to Cultural Interface" (2018).

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