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Contemporary Visual Identities: Mutant Brands

Contemporary Visual Identities: Mutant Brands

Elizete de Azevedo Kreutz
Copyright: © 2020 |Pages: 16
ISBN13: 9781799836285|ISBN10: 1799836282|ISBN13 Softcover: 9781799836292|EISBN13: 9781799836308
DOI: 10.4018/978-1-7998-3628-5.ch009
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MLA

Kreutz, Elizete de Azevedo. "Contemporary Visual Identities: Mutant Brands." Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles, edited by Luís Farinha and Daniel Raposo, IGI Global, 2020, pp. 129-144. https://doi.org/10.4018/978-1-7998-3628-5.ch009

APA

Kreutz, E. D. (2020). Contemporary Visual Identities: Mutant Brands. In L. Farinha & D. Raposo (Eds.), Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles (pp. 129-144). IGI Global. https://doi.org/10.4018/978-1-7998-3628-5.ch009

Chicago

Kreutz, Elizete de Azevedo. "Contemporary Visual Identities: Mutant Brands." In Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles, edited by Luís Farinha and Daniel Raposo, 129-144. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3628-5.ch009

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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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