Drafts by Fabiano Rocha-Rodrigues
A brand is not simply a name, symbol, monogram, emblem or logo that identifies a company, product... more A brand is not simply a name, symbol, monogram, emblem or logo that identifies a company, product or service. Brand is not limited to a graphic form. From the perspective of the holder, a brand represents the identity of that company, its in-house principles, marketing values, processes and the products or services it develops and commercialises. From the consumer’s perspective, it is the perception derived from experiences, impressions and feelings created by the interaction with a certain product, company or service.
Hence, considering and merging both concepts, a brand is something more complex. It is the company and its identity, the logo, the name, the internal and external structure, principles and values, team of professionals, products or services, relationship with customers, ways of communication and every other action that directly or indirectly interferes with its image.
Subsequently, it is viable to accept and understand that Branding is not merely restricted to the construction of the graphic system that represents a brand. However, visual aids of a brand are a vital part to reinforcing strategy and positioning, synthesizing values and enhancing experiences.
Within this expertise lies a range of possibilities and opportunities that will generate diverse outcomes with different purposes. This dissertation aims to discuss and analyse the role of one of the most prominent and recurring practices that help define and translate a brand: Typography.
Chapter 1 discourses about the history of typography from the birth of the written word, through the development of alphabets that led to the advent of mechanised ways to reproduce words in order to convey ideas and information, until the current time. Through the progress of society and the upsurge of technology, typography expanded its relevance, applicability, power and reach, becoming a resourceful way to shape and define values and meanings. Companies have perceived the power of typography for a long time and one of the first applications of it is through the corporate visual identity. The chapter explains the principles and classifications of a CVI and how typography can be applied and co-related to it, providing the first glimpse at the vast range of possible typographic applications.
3
Chapter 2 examines the appearance and rise of Branding due to contemporary marketing factors, discussing its nature, definition and scope. Moreover, it analyses the importance and relevance of typography in building a logotype, a vital component of a brand identity. The chapter is supported by two case studies about the redesign process of two different brand logotypes with two opposite results, demonstrating the importance of developing thorough and careful work that needs to be tested and validated.
Chapter 3 argues that a brand goes beyond first impressions. It discusses the importance of creating and understanding brand experience in order to reaffirm values and develop the user’s perception and relationship with brands. The core ideas of the chapter are reinforced by two case studies about Place Branding. These describe visually successful applications of typography in pursuit of broadening or anticipating the user experience. However, there is an important contrast to be observed that demonstrates the significance of building an image out of real values and substantial reality.
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Papers by Fabiano Rocha-Rodrigues
Postgraduate dissertation awarded as Outstanding (A+). Abstract follows below. I hope you all enj... more Postgraduate dissertation awarded as Outstanding (A+). Abstract follows below. I hope you all enjoy.
"The gender binary is a socially constructed system that classifies people by sex into two distinct, disconnected, polarised classifications of masculine and feminine. Historically, this paradigm has caused and reproduced a vast gamut of stereotypes, acceptable identities and expected behaviours which curbed and marginalised any other nonconforming types of expressions and existences. Marketing has long observed and applied such dyadic perspective, especially when it comes to advertising. However, intellectual and social fields such as feminism, postmodernism, post-structuralism, queer studies and queer theory have been challenging such dichotomy. Gender has been demonstrating to be a subjective individuality with fluid characteristics that may shift according to time and context. Hence, this study discourses about gender from its broad concepts to its co-relation with advertising. Moreover, an interpretive analysis methodology is developed and applied to observe and discuss how advertising has been able to adapt and contribute to this new social reality."
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Drafts by Fabiano Rocha-Rodrigues
Hence, considering and merging both concepts, a brand is something more complex. It is the company and its identity, the logo, the name, the internal and external structure, principles and values, team of professionals, products or services, relationship with customers, ways of communication and every other action that directly or indirectly interferes with its image.
Subsequently, it is viable to accept and understand that Branding is not merely restricted to the construction of the graphic system that represents a brand. However, visual aids of a brand are a vital part to reinforcing strategy and positioning, synthesizing values and enhancing experiences.
Within this expertise lies a range of possibilities and opportunities that will generate diverse outcomes with different purposes. This dissertation aims to discuss and analyse the role of one of the most prominent and recurring practices that help define and translate a brand: Typography.
Chapter 1 discourses about the history of typography from the birth of the written word, through the development of alphabets that led to the advent of mechanised ways to reproduce words in order to convey ideas and information, until the current time. Through the progress of society and the upsurge of technology, typography expanded its relevance, applicability, power and reach, becoming a resourceful way to shape and define values and meanings. Companies have perceived the power of typography for a long time and one of the first applications of it is through the corporate visual identity. The chapter explains the principles and classifications of a CVI and how typography can be applied and co-related to it, providing the first glimpse at the vast range of possible typographic applications.
3
Chapter 2 examines the appearance and rise of Branding due to contemporary marketing factors, discussing its nature, definition and scope. Moreover, it analyses the importance and relevance of typography in building a logotype, a vital component of a brand identity. The chapter is supported by two case studies about the redesign process of two different brand logotypes with two opposite results, demonstrating the importance of developing thorough and careful work that needs to be tested and validated.
Chapter 3 argues that a brand goes beyond first impressions. It discusses the importance of creating and understanding brand experience in order to reaffirm values and develop the user’s perception and relationship with brands. The core ideas of the chapter are reinforced by two case studies about Place Branding. These describe visually successful applications of typography in pursuit of broadening or anticipating the user experience. However, there is an important contrast to be observed that demonstrates the significance of building an image out of real values and substantial reality.
Papers by Fabiano Rocha-Rodrigues
"The gender binary is a socially constructed system that classifies people by sex into two distinct, disconnected, polarised classifications of masculine and feminine. Historically, this paradigm has caused and reproduced a vast gamut of stereotypes, acceptable identities and expected behaviours which curbed and marginalised any other nonconforming types of expressions and existences. Marketing has long observed and applied such dyadic perspective, especially when it comes to advertising. However, intellectual and social fields such as feminism, postmodernism, post-structuralism, queer studies and queer theory have been challenging such dichotomy. Gender has been demonstrating to be a subjective individuality with fluid characteristics that may shift according to time and context. Hence, this study discourses about gender from its broad concepts to its co-relation with advertising. Moreover, an interpretive analysis methodology is developed and applied to observe and discuss how advertising has been able to adapt and contribute to this new social reality."
Hence, considering and merging both concepts, a brand is something more complex. It is the company and its identity, the logo, the name, the internal and external structure, principles and values, team of professionals, products or services, relationship with customers, ways of communication and every other action that directly or indirectly interferes with its image.
Subsequently, it is viable to accept and understand that Branding is not merely restricted to the construction of the graphic system that represents a brand. However, visual aids of a brand are a vital part to reinforcing strategy and positioning, synthesizing values and enhancing experiences.
Within this expertise lies a range of possibilities and opportunities that will generate diverse outcomes with different purposes. This dissertation aims to discuss and analyse the role of one of the most prominent and recurring practices that help define and translate a brand: Typography.
Chapter 1 discourses about the history of typography from the birth of the written word, through the development of alphabets that led to the advent of mechanised ways to reproduce words in order to convey ideas and information, until the current time. Through the progress of society and the upsurge of technology, typography expanded its relevance, applicability, power and reach, becoming a resourceful way to shape and define values and meanings. Companies have perceived the power of typography for a long time and one of the first applications of it is through the corporate visual identity. The chapter explains the principles and classifications of a CVI and how typography can be applied and co-related to it, providing the first glimpse at the vast range of possible typographic applications.
3
Chapter 2 examines the appearance and rise of Branding due to contemporary marketing factors, discussing its nature, definition and scope. Moreover, it analyses the importance and relevance of typography in building a logotype, a vital component of a brand identity. The chapter is supported by two case studies about the redesign process of two different brand logotypes with two opposite results, demonstrating the importance of developing thorough and careful work that needs to be tested and validated.
Chapter 3 argues that a brand goes beyond first impressions. It discusses the importance of creating and understanding brand experience in order to reaffirm values and develop the user’s perception and relationship with brands. The core ideas of the chapter are reinforced by two case studies about Place Branding. These describe visually successful applications of typography in pursuit of broadening or anticipating the user experience. However, there is an important contrast to be observed that demonstrates the significance of building an image out of real values and substantial reality.
"The gender binary is a socially constructed system that classifies people by sex into two distinct, disconnected, polarised classifications of masculine and feminine. Historically, this paradigm has caused and reproduced a vast gamut of stereotypes, acceptable identities and expected behaviours which curbed and marginalised any other nonconforming types of expressions and existences. Marketing has long observed and applied such dyadic perspective, especially when it comes to advertising. However, intellectual and social fields such as feminism, postmodernism, post-structuralism, queer studies and queer theory have been challenging such dichotomy. Gender has been demonstrating to be a subjective individuality with fluid characteristics that may shift according to time and context. Hence, this study discourses about gender from its broad concepts to its co-relation with advertising. Moreover, an interpretive analysis methodology is developed and applied to observe and discuss how advertising has been able to adapt and contribute to this new social reality."