Resumo

GONCALVES, Ângelo Daniel Ribeiro. Moreira da Costa Alfarrabista: a visual identity Project. Revista Convergências [online]. 2020, vol.13, n.26, pp.63-72.  Epub 30-Nov-2020. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.26.17.

The importance of graphic representation of used booksellers in Porto it is an innovative concept, due to exist more than ten used booksellers in the region and only a few or neither use this thoroughness to their advantage. However, the affirmation of identity through a graphic system allows distinction from others. Thus, this article exposes the process of creating Moreira da Costa Alfarrabista's corporate communication. This bookstore, a centenary store with 117 years of life, witnessed 5 generations of the same family and has more than 30000 books in its estate. Witnessed four regimes, monarchy, 1st republic, dictature, 2nd republic that prevails in the present. Currently, the growth of tourism in Porto has brought a new dynamic to centenary-old stores like Moreira da Costa: tourists. On the other hand, the aging of the population has consequently led to an increase in the average age of Livraria's customers. That said, it will be necessary to choose a new market positioning that is inherent to the new graphic system and vice versa. In this way, it is proposed to develop a visual identity project for Livraria Moreira da Costa that is adequate to the contemporary demands of business communication. Based on this intention, the project will be provided with symbols of formal, conceptual, current and aesthetic coherence as well as the ability to seduce in communication.

Palavras-chave : Brand; Library; Comunicatioon; Identity; Design.

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