Daniel Raposo

• PhD in Design
• Professor (Full) at Polytechnic Institute of Castelo Branco

This article aims to contribute to knowledge about the characteristics of a Visual Identity System, including a design exploratory study for the Museu Marítimo de Ílhavo, Portugal. The study focuses on Flexible Visual Identity Systems in the context of cultural organisations, particularly museums. The methodology includes non-interventionist compon...

Over time, various methodological models have been proposed for Branding and/or Brand Visual Identity, sometimes confusing these concepts. On the other hand, there is still a lack of knowledge about key concepts, with authors entrenched in their areas of Management, Marketing, Communication or Design, without consulting the others. Using a mixed, n...

Branding is a complex process that involves many aspects, including the conception of the brand’s visual identity, the development of the visual language system and the implementation and management of all the means and media to ensure identification, differentiation and alignment with the brand’s DNA. The aim of this study is to analyze the concep...

This paper is a case report, presenting a method to dissect brand marks (logotypes and/or symbols) and Visual Identity Systems to inform the logo design process. The proposed method of competitors’ map allows to scrutinize features and to identify existing common characteristics among sets of competing brand marks, improving decision making during...

The main purpose of this article is to contribute to facilitate the understanding and the design of an integrated Communication Strategy. The specific literature tends to be generic and complex, with few proposals that are easy to understand, teach and implement in design projects. This study used a mixed methodology, with a non-interventionist com...

Image has been studied from various disciplines, persisting the lack of studies on the role of imagery in the symbolic repertoire or creation of brand meaning and to brand communication. This research seeks to establish connections between a brand’s imagery and its personality in order to provide parameters that may contribute to defining the photo...

This study is part of the Wisdom Transfer (WT) research project, which aims to contribute to the scientific inscription of the individual legacies, at risk of disappearance, of retired or retiring professors, who marked the beginning of design education in northern Portugal. In this sense, the intention was to evaluate the current panorama of the d...

This chapter aims to deepen the understanding about the Design of Brand Marks in the design-symbolic-perception relationship to clarify concepts and contribute to the advancement of knowledge in this theme, assisting in the design, standardization, and use of brand marks. A qualitative non-interventionist methodology was selected, namely a literatu...

Cultural and racial diversity in fashion brand communication has been a growing discussion topic, often associated with either spontaneous or organized by citizens movements advocating for issues of discrimination, exclusion, and even human rights. This article’s goal was to investigate the ethnic representation in the communication and promotion c...

This article seeks to analyze the importance of Corporate Visual Identity (CVI) for non-profit and social solidarity organizations. It starts from the case study of Escola Oficina (EO), where an evaluation and consequent redesign of its CVI was developed. This study, developed within the ECHO research project, funded by the Fundação para a Ciência...

This article analyzes Dynamic Visual Identities (DVI) intending to present a set of principles that designers should take into account when designing such systems. It starts with a literature review, approaching a set of reference authors, to clarify the key concepts around the DVI; its relationship with brands, brand identities, visual identity sy...

Proceedings of the 14th International Conference on Applied Human Factors and Ergonomics (AHFE 2023) and the Affiliated Conferences. Track conference Human Dynamics and Design for the Development of Contemporary Societies. Cite this book: Daniel Raposo, Nuno Martins, Daniel Brandão (eds) Human Dynamics and Design for the Development of Contempora...

The aim of this paper is to evaluate the graphic resistance and visual performance of Brand Marks in use on websites and social media. It aims to bring knowledge about the impact of digital media on the design of contemporary Brand Marks, but especially the limitations observed in the trademarks of brands originated during the 20th century or previ...

The purpose of this paper is to identify what kind of schemas or diagrams are most functional as a way of visualizing and transposing ideas.It aims to gather knowledge about how some ideas were interpreted after visualizing visual schemes, especially abstract concepts and the union of dispersed information. Currently, the intangible concepts that d...

In Europe, traffic signs, although identical, are not the same, varying from country to country, focusing this study on the Portuguese case. The guiding principles and technical standards for the development, production and installation of traffic signs in Portugal are defined in a normative document, the Traffic Signaling Regulation. Regulatory De...

Editorial Information Design for Health and Wellbeing In the health context, the accessibility and understandability of information are particularly important issues, especially if we take into account that users are in a situation of fragility or urgency, as well as considering particular population groups such as the elderly or children. Informat...

Brand Visual Identity is an identification system that, with flexibility, ensures the unity and coherence of visual communication (in multiple media: physical as products, objects, or graphics; architectural and ambiance; audio-visual; digital and virtual).Brand Marks occupy a top place in the good performance of most Brand Visual Identity systems,...

Most companies subcontract consultants or companies specialised in Design and Branding. In this context, most of the Visual Identity (re)design projects of the brand/corporate end up being developed externally to the companies.The Design and Branding consultant or company usually plays a role in the stages of request, research, concept, strategy, t...

This book highlights how digital communication has brought about changes in branding, namely in design, the media, communication languages, the relationship with audiences, experience design, behaviour, culture, and brand management mechanisms. On the other hand, as it argues, artificial intelligence has opened the door to other ways of dealing wit...

Communication design can well be framed as the heartland of effective communication. Brands are the result of a communication design exercise and their impact on lifestyles, either in terms of behaviour change or adaptation, ways of communicating, or one’s own perception of the human condition and the world, is well established. On the other hand,...

Este estudio busca concienciar al profesorado, que desarrolla su labor docente en un contexto social y cultural desfavorecido, sobre las posibilidades que ofrece la construcción de un mapa visual de su entorno. A fin de establecer conexiones de una manera expresiva y colaborativa, se llevó a cabo un taller en una escuela de primaria con alumnado de...

Currently, internet is the most wanted medium of communication and most used by people or entities. Unquestionably, it has transformed significantly consumer behaviour, namely in the access to information or in the way a product or service is purchased.In this context, the evaluation of the effectiveness of websites has increased over time, followi...

The present study results from a set of studies developed in the scope of the project and design methodologies. Through non-interventionist and inter-ventionist methodologies with qualitative basis, was developed a management model to apply in research project in communication design field. In this way, this study evidences the importance of using...

By exploring the concept of image curation, this article presents a proposal for the applicability of image curation in the development of Projects of Design, exploring the role of visual curation as a contribution to the development of interfaces between academia and business. Due to the amount of data present in digital culture, content curation...

This book reports on interdisciplinary research and practices in communication, interior, fashion and product design, highlighting strategies for systematizing the design approach in a global, digital world. It gathers a selection of chapters written by the authors of the best articles presented at the 7th EIMAD conference, held online on May 14–15...

In a globalized world, deeply marked by information and communication technology it would be expected that the computer and other technological artefacts could help to shorten the human tasks. However, it seems that man inventions progress faster than humans can evolve. Like happens in other areas, graphic design can have a contribution to user eve...

The following article describes a Persona Method through Visual Clues (PMVC) in a learning setting performed in the course of Interface Design I, degree of Design, School of Arts, University of Evora, Portugal, in the academic year of 2021/22. The study follows a descriptive case methodology. The purposed PMVC concerns the project’s early stage and...

This article is the result of an investigation in information design, which has communication design as its field and guidance and public information systems has theme, with a focus on tourist signage. The article focuses on the design process and how designers develop pictograms for guidance and information, but also on the evaluation of these pic...

With the creation in 1999 of a European Space for Higher Education, there was a change in the teaching paradigm, from a passive model based on the acquisition of knowledge, to an active model based on the development of competences. But the current social, environmental and technological challenges have changed teaching-learning methods and process...

Trata-se de uma breve explanação de ideias baseada na revisão da literatura.

Brand Mark is one of the most relevant visual identity elements for the differentiation and identification of a brand and often the most used sign in various media. Although the effectiveness of some contemporary brand visual identity systems does not depend heavily on an easily recognizable symbol and/or logotype, Brand marks still play a very rel...

The greater influx of tourists to certain territories raised the need to inform, guide and communicate basic messages, with a universal language, expressed through various analog and digital supports. This proliferation of means has led to a profusion of guidance and public information systems, some of which are regulated (such as the traffic signs...

It has been observed, since the 2014s, the emergence of brand creation and management models that contribute to the sustainability of entities, organizations, territories and businesses. Each brand model proposal results from the knowledge, perspective and vision of the respective authors, in the search for answers to complex problems, not always s...

This paper aims to present a paradigm regarding the circular economy (CE) concept's communication, referring to the difficulty presented by the type of reflexivity involved in the circular economy process. We conduct an exploratory study methodology intended “to develop pertinent hypotheses and propositions for further inquiry, a study developed in...

The interaction between Art and Branding has occurred in various contexts, for reputation purposes, through all communication media, for the purposes of persuasion, promotion, symbolism or secondary associations, impacting on social and cognitive levels. The scope of this article is to correlate Branding Art and Art Infusion with the spirit of the...

This article results from the analysis of results of the Ordo Christi Project - Artistic Heritage of the Order of Christ between Zêzere and Tejo rivers (15th and 16th centuries), developed by the Polytechnic Institute of Castelo Branco and other organizations in Portugal. This document focuses on integrated communication and the theme of informatio...

This article aims to propose a strategy for narrative development, for photo/ image sharing social tools. By generating scenarios for product assessment through comparing consumption narratives as a contribution to the creation of new communication strategies. Developing as hypothesis that the development of narratives from a brand and its conseque...

The present study results from a set of studies developed in the scope of project and design methodologies. Through non-interventionist and interventionist methodologies with qualitative basis, the methodologies of several research projects in communication design were analysed. In this way, this study evidences the importance of using suitable met...

This book addresses the importance of human factors in the design of artifacts and systems that serves contemporary individual and societal needs. It reports on cutting-edge, multidisciplinary design research and practices fostering creativity, interaction and co-creation, sustainability, digital development, mobility, as well as science and educat...

This study results of the application of the visual thinking methods through a non-interventionist methodology divided in two steps: exploratory interviews and exploratory descriptive diagrams. The research in this field has as main objectives to demonstrate that using visual thinking methods can help in a holistic comprehension of the methods and...

The present article results from a research project, which, as the objective simplifying the research project management in communication design. This project intends to demonstrate the importance of an application of a research methodology in a professional practice context, to contribute to scientific knowledge, and at last understanding which fo...

The purchase of cars is increasingly influenced by digital. For this reason, car brands have increasingly focused on digital communication strategies in order to capture public interest in their products. This bet on digital is not only in the sale of new cars, but also in the sale of semi-new and used cars. Aware of this new market trend, Lexus Po...

This research aimed to study and develop an advertising video to promote the placement of an ambarscience didactic toy in the Primary School classroom context, as complement to the teaching process, as this is something, according to our study, unprecedented in this type of toys. We aimed to understand the relevance of using nonlinear narrative str...

The present article results of a research project, which as the main objective simplifying the research project management in communication design. This project intends to demonstrate the importance of an application of a research methodology in professional practice context, to contribute for scientific knowledge, and at last understanding which f...

The purpose of this paper aims to describe the implementation of a Design Diagnosis practice within the scope of an International project under the acronym – REINOVA (Reindustrialization, entrepreneurship, and innovation in traditional productive sectors) was a project conducted by an international consortium composed by Portuguese and Spanish Inst...

This article results from the analysis of the results of the Project for the Promotion and Valorization of the International Tagus Natural Park (PNTI), developed from the management model of the National Network of Protected Areas and implemented in 2017 from the pilot project for the collaborative management of the PNTI, involving multiple organiz...

The purpose of the article is to study how the brand’s visual identity contributes to the understanding, accessibility and enjoyment of information, adapting the message to different cultures and profiles of people, users or target audiences. Identity promotes sustainability and respect for people’s quality of life. The methodology used is mixed, i...

This book shares new research findings and practical lessons learned that will foster advances in digital design, communication design, web, multimedia and motion design, graphic design and branding, and other related areas. It gathers the best papers presented at the 3rd International Conference on Digital Design and Communication, DIGICOM 2019, h...

Industry and academia should capture significant value through adopting design-led innovation to improve opportunities for success. Skills and capabilities should serve as a basis for adopting new breakthroughs in design-driven innovation. The development of an infrastructure and centers of excellence with the capacity to respond to new market need...

The television universe is a multibillion-dollar industry. Just like all other major products, tv series need branding. Here identity is used to guide the public into the continuity of the different episodes, and to differentiate them from other series in a highly competitive market. For a successful branding, a clear strategy is needed for these a...

The following article describes a creative strategy in the learning environment regarding Digital Design, specifically the development of visual exploration on emotional archetypes to a group of students of Master of Graphic Design of the School of Applied Arts of the Polytechnic Institute of Castelo Branco, Portugal in the academic year 2018/19. T...

This study aims to contribute to the knowledge regarding the process of decoding Brand Marks and the perception of the Visual Identity of food products. Specifically, understanding how people understand the styles and connotations of Brand Marks in a given culture. The research is based on the visual identity of Olive Oils and Cheeses with DOP cert...

Traffic signs are not globally standardized, and there are different signage systems all over the world. The system of traffic signaling in Portugal comes from the European System, ratified on 19th September 1949 in Geneva, which has slowly evolved, with occasional changes and often driven by international agreements. Currently the road signaling s...

In the scope of Branding projects, the (re) designing of the Visual Identity of Brands or in the scope of audits of Brand Image, we proceed to the research on Brand Marks. This analysis falls on the Brand Marks that will be intervened, but also on Brand Marks of competitors or cases considered as good practices. The research stage on Brand Marks is...

Nowadays, digital social networks represent a new way of being connected. These powerful tools widely present in our lives are a form of communication, information and social experience transversal to several areas of knowledge. What transposes to the outside of the virtual network for “real life”, are also business models that represent challenges...

This chapter results from a research on place branding, within the scope of the Doctoral Program in Design of the School of Architecture of the University of Lisbon, referring to partial results of the research, specifically on contracting models of designers responsible for the design of place branding brands. Therefore, cases are analyzed from th...

This book presents the outcomes of recent endeavors that are expected to foster significant advances in the areas of communication design, fashion design, interior design, and product design, as well as overlapping areas. The fourteen chapters highlight carefully selected contributions presented during the 6th EIMAD conference, held on February 22–...

Este libro detalla los componentes de comunicación visual de marca en el siglo XXI, con enfoque en aspectos estratégicos, simbólicos, gráficos, estéticos, comunicacionales, intangibles, perceptivos y de su gestión, concretando con casos reales. No solo permite comprender la interdependencia entre marca, entorno y personas, como explica los plantea...

The following article focuses on the development of a visual exploratory study in the form of a diagnostic, tested in a learning experience to support the development of the final project. A project developed in the field of visual communication design, degree of Visual Communication Design and Audiovisual Production of the School of Applied Arts,...

Since the dawn of time, human beings have strived to steadily better their levels of well-being. In this way, we have created technology for controlling our environment. Craftsmen at first and Designers later were always worried to manufacture instruments for making our life easier. From Stone Age to Digital Age, man has developed different strateg...

The Ordo Christi Project aims to study, communicate and promote the artistic heritage of the Order of Christ between the Zêzere and the Tagus (15th and 16th centuries). The importance of this Military Order in the region is highlighted by the various historical and artistic manifestations that were felt by the multiple Comendas, a revealing factor...

Relatório Final do Projeto “Promover e Valorizar o PNTI”, onde são descritas as atividades desenvolvidas no período de 1 de abril a 31 de agosto de 2019. Para além da descrição das atividades desenvolvidas no período em apreço, este último relatório procura sintetizar todo o Projeto, configurando-se assim como Relatório Global do Projeto. Neste sen...

This book focuses on the various vectors of visual communication, particularly on contemporary brands as social phenomena, culture and the way people communicate and create meanings, from a designer’s perspective. It brings together contributors experienced in the creation and management of international brands. It relates knowledge acquired by the...

Thinking through drawing in classroom settings on a Design bachelor degree, is a learning strategy capable of developing perception on new project values. Several studies explain how drawing serves as a reasoning tool to build knowledge upon a subject of study. The act of doodling and drawing, plays a role in a narrative structure, constructing a m...

The International Organization for Standardization (ISO), possess a Technical Committee (ISO TC 145) which addresses the issues of standardization in the field of graphical symbols, establishing principles for preparation, coordination and application of graphical symbols. The Technical Committee, is divided by standardization of public information...

This study aims to explain the understanding that has been made about Corporate Identity, because it’s common to find divergent views about it. Our purpose is to provide knowledge about Corporate Identity, often mistaken with other related concepts. The paper is based on literature reviews, establishing an analysis of developments on this specific...

This paper is the result of a brief study about glocal brands carried out in the context of a wider study on redesign and rebranding on visual identity systems in contemporary brands. It is intended to study how brands adapt-strategically or visually-with the influence of local culture in order to maintain commercial success in global markets. Adap...

This work aims to present the intentions and current situation of a PhD study about the dynamics of rebranding and redesigning strategies in a visual context. Methodologically the work is using essentially a non-interventionist approach. A qualitative methodology based on a literature review and the presentation of tree national rebranding or rede...

Brand Architecture establishes different levels perceptions of business and product/service connexions and it’s a strategic decision that intersects the business management with visual identity. Additionally, Brand architecture allows take different possibilities to organize the business and most of all to decide which best corresponds to the corpo...

his study aims to understand the process of memorization of Brand marks particularly, revealing relation between eye-tracking parameters and short-term memorization of Brand marks (logotype and symbol). Design/methodology/approach – The study was conducted online through BrainAnswer tool, using eye-tracker and questionnaire, with 63 Portuguese oliv...

The main objective of this work is to study the dynamics of the implementation of glocalization strategies in global brands, highlighting the influence of local culture on branding strategies in order to maintain commercial success in the increasingly global markets. Knowing that standardization is necessary, in order to reduce costs and protect br...

Este artigo trata da relevância da tipografia na comunicação da marca, particularmente na marca gráfica, tanto como alternativa plástica, quer enquanto sistema de reconhecimento e coerência. Foi adotada uma metodologia não intervencionista baseada na revisão da literatura e na observação direta de marcas gráficas metamórficas com dimensão internaci...

This study aims to understand the process of memorization of Brand marks particularly, revealing relation between eye-tracking parameters and short-term memorization of Brand marks (logotype and symbol). Design/methodology/approach – The study was conducted online through BrainAnswer tool, using eye-tracker and questionnaire, with 63 Portuguese oli...

This study aims to understand the process of decoding brand marks particularly how people perceive brand marks styles and connotations, and also reveal which characteristics contribute a better memorization. It is not intended to create standards or a system for brands to employ during brand marks design or visual identity projects. Our purpose is...

The present research addresses the issue of public information and try to achieve the standardization of sign systems, thereby contributing to the uniformity, legibility, understanding and perception of quality of guidance systems, by normalizing the existing signaling, the development of new methodologies applied to the design of symbols and even...

Presentación

La usabilidad y la Experiencia de Usuario pueden jugar un papel importante en aminorar la Brecha Digital realizando sistemas de interfaz más fáciles de usar y más accesibles para todos los sectores de la población. En este marco, plantean que la evaluación de la belleza de estos sistemas debe ser incorporada a los procesos de desarrollo de software...

Article In visual identity context, graphic designer has the difficult task to optimize the emission of an intangible message, and give it graphical form, trying to communicate complex information to the audience by the most understandable way possible. During graphic signs selection, the designer’s intention attends to the Corporate Visual Identit...

This article exposes the work of developing research and seeks to demonstrate that the hospital-wide professional clothing can be promoter of corporate identity of an institution. The image of an institution born of the lack, for the public, a number of elements, reflecting your values, your activity and your professionalism. This identity does not...

This proposal refers to the city of Corporate Communications of Tábua. The importance of graphical representation of cities and towns is no longer the only innovative contribution. In the thirties of the twentieth century, cities and towns gained a graphi­cal structuring in order to align them through municipal coats of arms. The coat of arms remai...

The corporate identity of a company or institution is evidenced through internal and external communication elements, the production environment and / or care that is provided to the customer at the presentation of staff, and also through stationary. In this sense, the research aims to materialize the values associated with the brand IPCB, and allo...

La rebelión de la Letra Tipografía, caligrafía, lettering, graffiti, tipovisión, arte y humor Joan Costa/Daniel Raposo Desde la invención de Gutenberg, cada letra, antes de ser grabada y fundida en plomo, debe ser cuidadosamente dibujada. Una a una, atendiendo a las proporciones geométricas ya las reglas técnicas. Estas condiciones imponen tres exi...

Introdução Comunicar pela imagem é um processo natural ao ser humano. Tudo o que se vê é visual. Conforme Acaso (2006), pela sua semelhança com a realidade, a linguagem visual é um sistema de comunicação semi-estruturado e aquele que mais se assemelha à realidade, o que lhe permite assumir um caráter mais universal. Antes de desenvolver uma linguag...

Através de uma revisão da literatura este artigo pretende confrontar as principais técnicas e signos usados para criar uma identidade global estatal capaz de persuadir as populações. Trata-se de um percurso pela história que passa por algumas das principais civilizações e ditadores, com o intuito de detetar padrões e identificar a intenção subjacen...

This chapter is an explanation based on the bibliography of the specialties of communication design, Corporate Visual Identity, ergonomics and visual perception of graphic signs, with the intention of increasing communicational efficiency in designers' work. Based on the assumptions of perceptual efficiency, ergonomics and symbolic, graphic brands...