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Publication
Proposta de design de identidade visual para o Município de Vila Nova de Gaia
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| 71.4 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Num panorama competitivo, os territórios começaram a recorrer a estratégias de marca para atrair investimento, promover o turismo e fortalecer a sua posição num mercado cada vez mais saturado (Ribeiro, 2015). As marcas territoriais assumem-se como ferramentas estratégicas essenciais para definir a singularidade de uma cidade, procurando uma ligação emocional com os seus públicos.
O projeto tem como objetivo geral a criação de uma identidade visual para o município de Vila Nova de Gaia, com o propósito de comunicar de forma eficaz os valores e características da cidade, promovendo o seu reconhecimento e visibilidade. A identidade visual proposta deverá ser capaz de fortalecer o seu posicionamento estratégico no contexto atual de comunicação e imagem pública.
A investigação dividiu-se em três fases principais. A primeira fase prendeu-se com o enquadramento teórico, incluindo o estudo sobre Design e Identidade Visual e a pesquisa sobre a cidade de Gaia. A segunda fase prendeu-se com a definição do conceito, seguida de explorações gráficas, culminando na proposta final. Na terceira e última fase, materializou-se a identidade visual, avaliando a sua eficácia face aos objetivos.
A identidade visual desenvolvida assenta numa investigação e interpretação do território, permitindo extrair elementos significativos que sustentam a sua conceção gráfica. Este processo implicou a desconstrução de conceitos e mensagens para que, a partir de um mote visual com carga simbólica, fosse possível estruturar um sistema coeso, consistente e flexível. A identidade respondeu às exigências de um contexto em constante evolução, demonstrando versatilidade e capacidade de adaptação a diferentes suportes, escalas e contextos de aplicação, sem comprometer a sua integridade ou legibilidade.
In a context of increasing global competitiveness, territories have begun to adopt branding strategies as a means to attract investment, tourism, and assert themselves in an increasingly saturated market. Territorial brands have become essential strategic tools for defining a city’s positioning and differentiation, appealing to an emotional connection with their audiences. The project's main goal is to create a visual identity for the municipality of Vila Nova de Gaia, with the purpose of effectively communicating the city's values and characteristics, promoting its recognition and visibility. The proposed visual identity should be capable of strengthening its strategic positioning within the current landscape of public communication and image. The research was divided into three main phases. The first phase involved the theoretical framework, including a study on Design and Visual Identity and research about the city of Gaia. The second phase focused on concept definition, followed by graphic explorations, culminating in the final proposal. In the third and final phase, the visual identity was materialized, assessing its effectiveness in relation to the established objectives. The developed visual identity is based on research and interpretation of the territory, allowing for the extraction of meaningful elements that support its graphic conception. This process involved deconstructing concepts and messages so that, from a symbolically charged visual theme, it would be possible to structure a cohesive, consistent, and flexible system. The identity responded to the demands of a constantly evolving context, demonstrating versatility and the ability to adapt to different media, scales, and application contexts without compromising its integrity or legibility.
In a context of increasing global competitiveness, territories have begun to adopt branding strategies as a means to attract investment, tourism, and assert themselves in an increasingly saturated market. Territorial brands have become essential strategic tools for defining a city’s positioning and differentiation, appealing to an emotional connection with their audiences. The project's main goal is to create a visual identity for the municipality of Vila Nova de Gaia, with the purpose of effectively communicating the city's values and characteristics, promoting its recognition and visibility. The proposed visual identity should be capable of strengthening its strategic positioning within the current landscape of public communication and image. The research was divided into three main phases. The first phase involved the theoretical framework, including a study on Design and Visual Identity and research about the city of Gaia. The second phase focused on concept definition, followed by graphic explorations, culminating in the final proposal. In the third and final phase, the visual identity was materialized, assessing its effectiveness in relation to the established objectives. The developed visual identity is based on research and interpretation of the territory, allowing for the extraction of meaningful elements that support its graphic conception. This process involved deconstructing concepts and messages so that, from a symbolically charged visual theme, it would be possible to structure a cohesive, consistent, and flexible system. The identity responded to the demands of a constantly evolving context, demonstrating versatility and the ability to adapt to different media, scales, and application contexts without compromising its integrity or legibility.
Description
Trabalho de projeto
Keywords
Design Marca Identidade Visual Vila Nova de Gaia Brand Visual identity