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What is Poetic Mutant Visual Identity

Chapter 9
Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles
Is one whose variations occur spontaneously, without predetermined rules, obeying only the creative intent of the designer, but generating a communion with the spectator that interacts to interpret it. And, on some occasions, the public act on the brand, creating its own version of VI.
Published in Chapter:
Contemporary Visual Identities: Mutant Brands
Elizete de Azevedo Kreutz (Universidade Univates, Brazil)
Copyright: © 2020 |Pages: 16
DOI: 10.4018/978-1-7998-3628-5.ch009
Abstract
Visual identity is the result of a strategic decision that represents the ideology of an organization, through a set of ways of being and doing that represent a group of individuals in a differentiated way in comparison to other organizations. Seen as a process of representation, it is linked to the socio-historical context and follows the evolution of communication. Based on Thompson's Deep Hermeneutic and the Semantic Basin of Durand, this study presents the evolution of visual identity and the concept of Mutant Visual Identity, both Programmed as well as Poetic. It also presents the Mutant Brand as a contemporary communicational practice that is made up of an aura that must be felt, shared, make sense. It is the emotional nature of the brand.
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