<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-0180</journal-id>
<journal-title><![CDATA[Convergências - Revista de Investigação e Ensino das Artes]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Convergências]]></abbrev-journal-title>
<issn>2184-0180</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-01802020000200149</article-id>
<article-id pub-id-type="doi">10.53681/c1514225187514391s.26.52</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Linguagens de sintese visual do DNA das marcas gastronómicas de Estrela Michelin. Estudo de Casos comparativo]]></article-title>
<article-title xml:lang="en"><![CDATA[Visual synthesis languages of the DNA of the Star Michelin gastronomic brands. Comparative Case Studies]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Magalhães]]></surname>
<given-names><![CDATA[Alexandre]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Oliveira]]></surname>
<given-names><![CDATA[Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Europeia Faculdade de Design, Tecnologia e Comunicação Unidade de Investigação em Design e Comunicação]]></institution>
<addr-line><![CDATA[Lisboa ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>11</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>11</month>
<year>2020</year>
</pub-date>
<volume>13</volume>
<numero>26</numero>
<fpage>149</fpage>
<lpage>166</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-01802020000200149&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-01802020000200149&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-01802020000200149&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O presente estudo aborda a utilização de Diagramas no processo de análise de Sistemas e de linguagem de Identidade Visual das Marcas. Foi desenvolvido o estudo comparativo de casos de marcas Gastronómicas de Estrela Michelin, com intuito de compreensão do seu DNA e posicionamento em relação aos elementos de comunicação utilizados. Os resultados obtidos, permitiram perceber as diferentes linguagens visuais entre as MARCAS, desde da sua componente visual, através do nome, símbolo, tipografia, cor, passando pelos elementos complementares, imagética, formas, som entre outros. Essa relação permite-nos obter reflexões acerca das suas características e do que as difere e as aproximam permitindo ter um maior controle sobre esse universo visual, bem como sobre a implementação do seu DNA. Em suma concluímos, apesar das diferentes linguagens, as marcas mantém o seu posicionamento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study focuses on the use of Diagrams in the process of systems analysis and Visual Brand Identity language. The comparative study of Gastronomic Star Michelin brands cases was developed in order to understand their DNA and positioning in relation to the communication elements used. The results obtained, allowed us to understand the different visual languages among the BRANDS, from their visual component, through the name, symbol, typography, colour, through the complementary elements, imagetics, shapes, sound among others. This combination allows us to reflect on their characteristics and what makes them different and bring them closer together, allowing us to have a better control over this visual universe, as well as the implementation of their DNA. In short, despite the different languages, we conclude that the brands maintain their positioning.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Marcas Gastronómicas]]></kwd>
<kwd lng="pt"><![CDATA[Estrela Michelin]]></kwd>
<kwd lng="pt"><![CDATA[Diagramas]]></kwd>
<kwd lng="pt"><![CDATA[Linguagem de Marca]]></kwd>
<kwd lng="pt"><![CDATA[Linguagem Visual]]></kwd>
<kwd lng="en"><![CDATA[Gastronomic Brands]]></kwd>
<kwd lng="en"><![CDATA[Michelin Star]]></kwd>
<kwd lng="en"><![CDATA[Diagrams]]></kwd>
<kwd lng="en"><![CDATA[Brand Language]]></kwd>
<kwd lng="en"><![CDATA[Visual Language]]></kwd>
</kwd-group>
</article-meta>
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