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Advisor(s)
Abstract(s)
O presente documento compreende a contextualização teórica, o registo de projeto e
a apresentação de solução de uma nova identidade visual para a Casa da Arquitectura.
Fundada em 2007, em Matosinhos, a instituição cultural é uma iniciativa com uma
crescente afirmação, no panorama local, nacional e internacional, como Centro Português de Arquitectura. A operar, desde 2017 no complexo Real Vinícola, alberga espaços expositivos, arquivo, e áreas de produção e realização de eventos relacionados
com a arquitetura e disciplinas satélite, paralelas e concorrentes. A colmatar e complementar instituições congéneres, as suas funções passam pelo acolhimento, tratamento, arquivo e disponibilização pública de vários tipos de acervos de arquitetos.
Promove, ao mesmo tempo, a reflexão e produção de conteúdos relacionados com a
disciplina, com a missão de estreitar a sua ligação com a sociedade através de um entendimento mais abrangente e participativo.
A par do seu crescimento, as necessidades de comunicação da imagem e da atividade
da Casa da Arquitectura, atingiram uma complexidade imposta, paralelamente, pela
diversidade e multidisciplinaridade das suas atividades, pela estrutura orgânica e
multifuncional que a orienta, e pelos diferentes formatos e meios, impressos e digitais,
em que comunica.
Em contato com a instituição, e identificadas fragilidades na identidade visual vigente, este projeto prático propõe uma nova, completa, transversal e fundamentada
estruturação da forma de comunicar e da imagem gráfica criada para o fazer. A tarefa
foi apoiada numa extensa bibliografia, de enquadramento e clarificação de terminologias relacionadas com a especificidade da identidade visual, aproximando-se posteriormente da disciplina da arquitetura e das suas relações com o design gráfico.
This document includes the theoretical contextualization, the project record, and the presentation of a solution for a new visual identity for Casa da Arquitectura. Founded in 2007 in Matosinhos, the cultural institution is an initiative with a growing reputation on the local, national, and international scene as the Portuguese Architecture Centre. Operating since 2017 in the Real Vinícola complex, it houses exhibition spaces, an archive, and areas for producing and organizing events related to the fields of architecture and satellite, parallel and competing disciplines. Fulfilling and complementing similar institutions, its functions include hosting, processing, archiving, and making available to the public various types of architects' collections. At the same time, it promotes reflection and the production of content related to the discipline, with the mission of strengthening the link between society and the discipline through a more comprehensive and participatory understanding. Alongside its growth, the communication needs of Casa da Arquitectura's image and activity have reached a complexity imposed in parallel by the diversity and multidisciplinary of its activities, the organic and multifunctional structure that guides it, and the different formats and media, printed and digital, in which it communicates. After liaising with the institution and identifying weaknesses in the current visual identity, this practical project proposes a new, complete, transversal, and wellfounded structuring of the way it communicates, and the graphic image created to do so. The task was supported by an extensive bibliography, framing, and clarifying terminology related to the specificity of visual identity, later approaching the discipline of architecture and its relationship with graphic design.
This document includes the theoretical contextualization, the project record, and the presentation of a solution for a new visual identity for Casa da Arquitectura. Founded in 2007 in Matosinhos, the cultural institution is an initiative with a growing reputation on the local, national, and international scene as the Portuguese Architecture Centre. Operating since 2017 in the Real Vinícola complex, it houses exhibition spaces, an archive, and areas for producing and organizing events related to the fields of architecture and satellite, parallel and competing disciplines. Fulfilling and complementing similar institutions, its functions include hosting, processing, archiving, and making available to the public various types of architects' collections. At the same time, it promotes reflection and the production of content related to the discipline, with the mission of strengthening the link between society and the discipline through a more comprehensive and participatory understanding. Alongside its growth, the communication needs of Casa da Arquitectura's image and activity have reached a complexity imposed in parallel by the diversity and multidisciplinary of its activities, the organic and multifunctional structure that guides it, and the different formats and media, printed and digital, in which it communicates. After liaising with the institution and identifying weaknesses in the current visual identity, this practical project proposes a new, complete, transversal, and wellfounded structuring of the way it communicates, and the graphic image created to do so. The task was supported by an extensive bibliography, framing, and clarifying terminology related to the specificity of visual identity, later approaching the discipline of architecture and its relationship with graphic design.
Description
Trabalho de projeto
Keywords
Design Imagem corporativa Identidade visual Identidade visual dinâmica Entidades culturais Arquitetura Casa da Arquitetura Corporate image Visual identity Dynamic visual identity Cultural organizations Architecture