Brand Flow - Fluxos de expansão da Marca
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Transcript of Brand Flow - Fluxos de expansão da Marca
![Page 1: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/1.jpg)
BRANDFLOW
![Page 2: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/2.jpg)
CONCEITOSBASE
![Page 3: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/3.jpg)
O QUE ÉBRANDING?
?
![Page 4: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/4.jpg)
BRANDING:DEFINIR E GERIR
UMA MARCA (BRAND)DE UM PRODUTO,
SERVIÇO OU EMPRESA.
![Page 5: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/5.jpg)
O QUE É UMAMARCA (BRAND)?
?
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MARCA (BRAND):PROCURA ATRIBUIR
SIGNIFICADO EIDENTIDADE, MARCAR.
![Page 7: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/7.jpg)
?
QUAL A ANATOMIA DEUMA MARCA?
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MARCA:ANTES DE MAIS,
TRATA-SE DE UM SIGNO:REPRESENTAÇÃO DE
UMA IDEIA, CONCEITO,IDENTIDADE .
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MARCA:COMPONENTES SIGNO*:
LINGUÍSTICOESCRITURALICÓNICO
*ADAPTADO DO MODELO DE J.COSTA
CROMÁTICOSIMBÓLICO
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MARCA:LINGUÍSTICO:-MARCA NOMINATIVA
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MARCA:ESCRITURAL:-MARCA SIGLA
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MARCA:ICÓNICO:
![Page 13: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/13.jpg)
MARCA:SIMBÓLICO:
![Page 14: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/14.jpg)
QUAL A COMPOSIÇÃODA MARCA?
?
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MARCA :
- LOGÓTIPO- SÍMBOLO
- ASSINATURA
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LOGÓTIPO :
TEXTO NOMINATIVO
OU SIGLA
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SÍMBOLO:
ELEMENTOGRÁFICO,
ÍCONE, ÍNDICE.
![Page 18: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/18.jpg)
ASSINATURA:IMAGEM TOTAL
DA MARCA:LOGÓTIPO E/OU
SÍMBOLO
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EM SUMA, A MARCA(VISUAL) PODE SER:UNI OU BIMÉDIA.
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UNIMÉDIA:APENAS SÍMBOLO OU
ÍCONE, OU APENASTEXTO.
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BIMÉDIA:COMPOSIÇÃO SÍMBOLO
EM CONJUNÇÃO COM TEXTO.
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COMPOSIÇÃO SÍMBOLO EM CONJUNÇÃO
COM TEXTO.
O QUE PRETENDEUMA MARCA?
?
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PRETENDE:-SER UMA IMAGEM CORPORATIVA FORTE.
-POSSUIR UMA IDENTIDADECORPORATIVA MARCANTE
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DIFERENÇA:
IMAGEM CORPORATIVA
IDENTIDADE CORPORATIVA
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IDENTIDADE CORPORATIVA
IMAGEM CORPORATIVAIMAGEM MENTAL
CONSTRUÍDA
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IDENTIDADE CORPORATIVA
VALORES DA EMPRESA /MARCA / SERVIÇO
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O QUE DEFINE UMABOA MARCA
(GRAFICAMENTE)?
?
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MARCA:DEVERÁ SER*:
ORIGINALPREGNANTESIMPLES
*SEGUNDO J.COSTA
PERDURÁVELPERSUASIVADIRECTA
MEMORÁVEL
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ALGUNS EXEMPLOS:
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O QUE ÉBRAND FLOW?
?
![Page 31: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/31.jpg)
BRAND FLOW:DEFINIR E GERIR
OS CANAIS OU MEIOS DE COMUNICAÇÃO E PROPAGAÇÃO DE
UMA MARCA .
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2 TIPOS DE FLOW:- PROPAGAÇÃO VISUAL MARCA (IMAGEM CORPORATIVA)
- PROPAGAÇÃO VALORES(IDENTIDADE CORPORATIVA)
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EXTENSÃO DAIMAGEM
CORPORATIVA
?
![Page 34: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/34.jpg)
OBJETIVOS- PRESTÍGIO- POSICIONAMENTO- VISIBILIDADE- ABRANGÊNCIA
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- DIGITAL- FÍSICO- CULTURAL
3 CANAIS DISTINTOS:
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CIRCUITO COMUNICATIVO:MARCA COMUNICAÇÃO / INTENÇÃO
RUÍDOCANAL COMUNICATIVO
DESTINATÁRIO / PÚBLICO ALVO RESULTADOS
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EXISTEM TRÊS TIPOS DE TRANSMISSÃO DE INFORMAÇÃO*.
CIRCUITO COMUNICATIVO:
*SEGUNDO C.SHANNON
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- COMUNICAÇÃO INTENCIONAL;- EMISSÃO INVOLUNTÁRIA;- E QUE É INCOMUNICÁVEL.
TIPOS DE TRANSMISSÃO DE INFORMAÇÃO*:
*SEGUNDO C.SHANNON
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EXTENSÃO VISUAL DA MARCA
?
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SUPORTES:- OFFLINE- ONLINE
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CONSIDERAÇÕES:- COERÊNCIA- FLEXIBILIDADE- RACIONALIDADE
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CASOS DE ESTUDO
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CITY OF MELBOURNE*:
*FONTE: HTTP://WWW.BEHANCE.NET/GALLERY/CITY-OF-MELBOURNE/276451
![Page 44: Brand Flow - Fluxos de expansão da Marca](https://reader034.fdocumentos.tips/reader034/viewer/2022052621/557d92b5d8b42a50158b4d9e/html5/thumbnails/44.jpg)
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MALL OF AMERICA*:
*FONTE: HTTP://IDENTITYDESIGNED.COM/MALL-OF-AMERICA/
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KATONA JÓZSEF THEATRE*:
*FONTE: HTTP://WWW.BEHANCE.NET/GALLERY/KATONA-JOZSEF-THEATRE/2935387
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KRÖLLER-MÜLLER MUSEUM*:
*FONTE: HTTP://IDENTITYDESIGNED.COM/KROLLER-MULLER-MUSEUM/
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“SO DEPENDING ON THE WEATHER AND SEASON, AND DEPENDING ON WHETHER YOU LOOK FROM THE OUTSIDE IN, OR THE INSIDE OUT, THE MUSEUM ALWAYS HAS A NEW EXPE-RIENCE TO OFFER. THIS INTERPLAY BETWEEN ART, NATURE AND ARCHITECTURE WAS OUR STARTING POINT FOR THE IDENTITY. INFLUENCED BY LIGHT AND MOVEMENT, THE CHARAC-TERS BECOME SCULPTURAL TYPOGRAPHY WHICH CAN BE ANIMATED SUBTLY.”
JEROEN DISCH (EDENSPIEKERMANN)
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WHITNEY MUSEUM*:
*FONTE: HTTP://WHITNEY.ORG/NEWIDENTITY
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BRANDFLOW
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BRANDFLOW
2013