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Authors
Advisor(s)
Abstract(s)
This paper is a part of an ongoing research conducted by the authors. As a primary effort of a bigger study, it aims to grasp a correlation between dynamic visual identities and contemporary society, considering the concepts of liquid modernity [1], mindfulness [2], playfulness [3] and relational design [4], among others. Some brands—particularly a sample of contemporary DVI’s from Porto Metropolitan Area’s design studios—are verified and analyzed through a condensing terminology, from Kopp [5], Kretuz [6], Olins [7, 8], Marriot [9], Nes [10], Oliveira et al. [11] to Lelis [12] and Martins et al. [13]. As methodology, we collected important references from literature review on several areas of study and some qualitative content visual analysis of dynamic visual identities from Porto’s graphic realm—our city’s design studios. As value, originality and motivation for this research, we advocate that DVIs do not seem to be taken into account by much of the scientific research in our field of expertise in our country, apart from certain authors that we refer to. We seek to share with design students and brand managers alike, the playful connections the design of a dynamic visual identity can have through a reduced attention span, that the fragmental media and capitalized culture have provoked. As a result of this exploratory research, we accomplish a preliminary contribution to the recognition of Portuguese DVIs, markedly from Porto graphic design studios—and critically reflect about how they are moving in that direction, discussing the benefits and consequences of play in DVIs.
Description
Keywords
Visual identity design Dynamic visual identity Play Liquid modernity Porto Design Studios
Citation
Publisher
Springer