Abstract

GASTAL, Manuela Lorenzon  and  OLIVEIRA, Fernando. Principles of design applied from the perspective of semiotics and branding: on the path to a model for brand imagery. Revista Convergências [online]. 2020, vol.13, n.26, pp.129-140.  Epub Nov 30, 2020. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.26.50.

This article aims to discuss and explain the benefits of a model for the definition of brand imagery, created based on design principles applied to image semiotics, namely used in its interpretation.

The methodology used in this research work has a mixed methodological basis, based on the literature review. From the perspective of semiotics, parameters used in the interpretation of images are identified, namely in the existing analysis models, while from the brand diagnosis model, requirements and design principles inherent to imagery are extracted.

The results of this study consist of the definition of guidelines for the identification of design principles and semiotics that can be applied to a model for the definition of the brand's imagery. In particular, it is intended to identify typologies of image codes specified through semiotic parameters that connote the brand's DNA, which have scalability and the potential to define a model for the brand's imagery.

Keywords : imagery; brand language; DNA; brand.

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