(Des)leituras de uma identidade visual

• Ano de defesa: 2006
• Autor(a) principal: Dias, Alvaro Roberto
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Identidade visual; Identidade cultural; Design; Etnologia
• Link de acesso: https://repositorio.animaeducacao.com.br/handle/ANIMA/3278

In the present dissertation I make a discussion about the visual identity and its readings. For this purpose, I’ve searched data developed by myself in the Nucleus of Design Management (or NGD), a research group from different areas of knowledge, formed by researchers, professors and graduation and post-graduation students, from the Design course of the Santa Catarina Federal University. The NGD, in partnership with the Institute of Planning and Economy Agricultural of Santa Catarina (Cepa/SC Institute)3 , tied to the State Secretary of the Agriculture and Rural Development, has initiated the development, in September of 2003, of the creation of a visual identity (an aggregation of graphical elements that construct the visual characterization or identification of a name, an idea, a product or a service) for a familiar agriculturists group from the region of Canoinhas, Santa Catarina state, that, so far, used to sell their products in the fairs without identification or mark4 . The work developed by the NGD for the agriculturists group from Canoinhas, the Agrupar, consisted in the elaboration of a visual identity and in the orientation of its application in the products. It had been delivered for its representatives in February 2004, plus a research about the acceptance and agreement of the mark. The findings and the evaluation of the effects caused by the visual identity above the group perception by the community as well as the own group perception about themselves were not part of this work. It seems that, for the Design in general, the methodology and the process of graphical development of a visual identity are enough to guarantee its success. The question is: which are the bases of this sufficiency and what does the term “success” mean? Professionally, I was not satisfied with the way that the project was concluded; to think that only the graphical result would be enough by itself, demonstrates a lack of vision about the impact that a work like this causes, beyond the magnitude of its execution. Not to follow the implantation of the identity, including the difficulties and the successes, causes an abandonment feeling to its own destiny, as much to the group as to the logotype. In other words, my aim is to show that the development of a visual identity demands from the professional who works with communication, a constant work of attendance and application of the mark. And the incipient authorship get lost (and this, the responsible professional must have the humbleness to accept) in so far as the release also offers the chance to the customer to build to this same mark through its multiple readings