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Moreira da Costa Alfarrabista : um projeto de identidade visual
Type
article
Creator
Publisher
Identifier
GONÇALVES, Ângelo Daniel Ribeiro (2020) - Moreira da Costa Alfarrabista : um projeto de identidade visual. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XIII, nº 26, p. 1-6.
1646 - 9054
Title
Moreira da Costa Alfarrabista : um projeto de identidade visual
Moreira da Costa Alfarrabista : a visual identity project
Moreira da Costa Alfarrabista : a visual identity project
Subject
Marca
Livraria
Comunicação
Identidade
Design
Brand
Library
Comunication
Identity
Livraria
Comunicação
Identidade
Design
Brand
Library
Comunication
Identity
Date
2021-03-02T16:26:13Z
2021-03-02T16:26:13Z
2020
2021-03-02T16:26:13Z
2020
Description
A importância da representação gráfica de alfarrabistas do grande Porto é um conceito inovador, devido a existirem mais de dez alfarrabistas na região e poucos ou nenhuns usarem esta minuciosidade a seu proveito. Contudo, a afirmação da identidade através de um sistema gráfico permite distinção perante outros. Deste modo, o presente artigo expõe o processo de criação da comunicação corporativa da Moreira da Costa Alfarrabista. Esta livraria, loja centenária com 117 anos de vida,presenciou 5 gerações da mesma família e consta com mais de 30000 livros no seu espólio. Testemunhou quatro regimes, a monarquia, a 1ªrepública, ditadura e a 2ª república que vigora no presente. Atualmente, o crescimento do turismo no Porto trouxe uma nova dinâmica para lojas centenárias como a Moreira da Costa: os turistas. Por outro lado, o envelhecimento da população originou, consequentemente, uma subida da idade média dos clientes da Livraria. Posto isto, será necessário eleger um novo posicionamento de mercado que seja inerente ao novo sistema gráfico e vice-versa. Deste modo, propõe-se desenvolver um projeto de identidade visual para a Livraria Moreira da Costa que seja adequado às exigências contemporâneas da comunicação empresarial. É com base nesta intenção que se procura dotar o projeto com símbolos de coerência formal, conceptual, atual e estéticos assim como a capacidade de sedução na comunicação
ABSTRACT : The importance of graphic representation of used book sellersin Porto it is an innovative concept, due to exist more than ten used booksellers in the region and only a few or neither use this thoroughness to their advantage. However, the affirmation of identity through a graphic system allows distinction from others. Thus, this article exposes the process of creating Moreira da Costa Alfarrabista's corporate communication. This bookstore, a centenary store with 117 years of life, witnessed 5 generations of the same family and has more than 30000books in its estate. Witnessed four regimes, monarchy, 1st republic, dictature, 2nd republic that prevails in the present. Currently, the growth of tourism in Porto has brought a new dynamic to centenary-old stores like Moreira da Costa : tourists. On the other hand, the aging of the population has consequently led to an increase in the average age of Livraria's customers. That said, it will be necessary to choose a new market positioning that is inherent to the new graphic system and vice versa. In this way, it is proposed to develop a visual identity project for Livraria Moreira da Costa that is adequate to the contemporary demands of business communication. Based on this intention, the project will be provided with symbols of formal, conceptual, current and aestheti ccoherence as well as the ability to seduce in communication.
info:eu-repo/semantics/publishedVersion
ABSTRACT : The importance of graphic representation of used book sellersin Porto it is an innovative concept, due to exist more than ten used booksellers in the region and only a few or neither use this thoroughness to their advantage. However, the affirmation of identity through a graphic system allows distinction from others. Thus, this article exposes the process of creating Moreira da Costa Alfarrabista's corporate communication. This bookstore, a centenary store with 117 years of life, witnessed 5 generations of the same family and has more than 30000books in its estate. Witnessed four regimes, monarchy, 1st republic, dictature, 2nd republic that prevails in the present. Currently, the growth of tourism in Porto has brought a new dynamic to centenary-old stores like Moreira da Costa : tourists. On the other hand, the aging of the population has consequently led to an increase in the average age of Livraria's customers. That said, it will be necessary to choose a new market positioning that is inherent to the new graphic system and vice versa. In this way, it is proposed to develop a visual identity project for Livraria Moreira da Costa that is adequate to the contemporary demands of business communication. Based on this intention, the project will be provided with symbols of formal, conceptual, current and aestheti ccoherence as well as the ability to seduce in communication.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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