| The major asset of any company is
the perceptual value of its identity.
Not only the logotype but also the messages, the
surroundings and the performance of an organization define
its image. Identity, therefore, must be understood as a system.
Identity systems include the set of brand signs (name, logotype,
symbol, color, discursive typology, among others), and the
manner in which they are related and used. Identity systems
transmit the perceptual values of a company, position it in
a particular segment and identify it as unique within that
segment.
The scope of graphic design incorporates
linguistic and psychological perspectives in order to
effectively change the way the objective audience perceives
the organization. Such incorporation occurs both in the initial
analysis and in the development of the branding systems.
The implantation of an identity system consists of three stages:
analysis and design of strategies,
development of the identity system and its implementations,
and systematization of the aplication of the system.
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