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Rhetorical Resources for Innovation in Communication Through the Design of Brand Marks of Corporate Identity

Rhetorical Resources for Innovation in Communication Through the Design of Brand Marks of Corporate Identity

Leire Fernández Iñurritegui, Eduardo Herrera Fernández
Copyright: © 2020 |Pages: 9
ISBN13: 9781799836285|ISBN10: 1799836282|EISBN13: 9781799836308
DOI: 10.4018/978-1-7998-3628-5.ch010
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MLA

Iñurritegui, Leire Fernández, and Eduardo Herrera Fernández. "Rhetorical Resources for Innovation in Communication Through the Design of Brand Marks of Corporate Identity." Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles, edited by Luís Farinha and Daniel Raposo, IGI Global, 2020, pp. 145-153. https://doi.org/10.4018/978-1-7998-3628-5.ch010

APA

Iñurritegui, L. F. & Fernández, E. H. (2020). Rhetorical Resources for Innovation in Communication Through the Design of Brand Marks of Corporate Identity. In L. Farinha & D. Raposo (Eds.), Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles (pp. 145-153). IGI Global. https://doi.org/10.4018/978-1-7998-3628-5.ch010

Chicago

Iñurritegui, Leire Fernández, and Eduardo Herrera Fernández. "Rhetorical Resources for Innovation in Communication Through the Design of Brand Marks of Corporate Identity." In Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles, edited by Luís Farinha and Daniel Raposo, 145-153. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3628-5.ch010

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Abstract

Without a doubt, visual rhetoric constitutes a fundamental paradigm for recognizing resources that can guarantee an innovative and more effective communication in our essentially competitive corporate communicative environment. In this chapter, the authors reflect on graphic design from a linguistic basis to a particular approach to rhetorical principles. This is presented as a paradigm of an innovative creative model in the discursive construction of brands marks of corporate visual identity. In short, this chapter formulates a proposal of rhetorical variants in which graphic designers can find graphic resources and communication strategies that are essential for the creation of innovative messages.

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