Design de marcas: 50 anos de projeto pela análise das marcas comemorativas para a cidade do Rio de Janeiro - 1965 e 2015
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Data
2018-08-22
Autores
Oliveira Junior, Adilson Gonzales de
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Universidade Estadual Paulista (Unesp)
Resumo
Ao longo de todo o século XX, os designers de Marcas tiveram como referência e inspiração designers do período modernista, que se consagraram pelas suas produções, como o americano Paul Rand e os brasileiros Alexandre Wollner e Aloisio Magalhães. Com o passar do tempo e a intensificação da globalização, a necessidade de ter uma marca foi além das organizações e passou a manifestar-se em projetos com finalidades diversificadas, como, por exemplo, os de marca-território. A presente pesquisa tem como objetivo identificar as características do processo de desenvolvimento de marcas após um intervalo de 50 anos, bem como esclarecer se a forma de concepção atualmente se diferencia de acordo com a finalidade do projeto. Desse modo, foram selecionados os projetos desenvolvidos para comemoração dos dois últimos cinquentenários da cidade do Rio de Janeiro, sendo que representam dois momentos importantes da história do design de marcas: 1965 demarca o período da consolidação do design gráfico moderno brasileiro e 2015 configura o momento atual. Para isso, uma pesquisa teórica e histórica permitiu a análise dos projetos escolhidos, bem como o entendimento das mudanças e das novas classificações de marca diante ao cenário atual. Os projetos foram apresentados, considerando o contexto sociocultural e político, contexto do design, metodologias aplicadas e resultado estético. Posteriormente foram comparados sob as mesmas características para responder às questões levantadas. A pesquisa permitiu identificar mudanças significativas nas concepções de projeto entre os anos de 1965 e 2015, principalmente no que diz respeito às metodologias adotadas. Também permitiu afirmar que o processo de desenvolvimento de marca está em constante evolução.
Throughout the twentieth century, brands designers had as reference and inspiration designers from the modernist period, who were consecrated by their productions, such as the American designer Paul Rand and the Brazilian designers Alexandre Wollner and Aloisio Magalhães. In the course of time, the intensification of globalization, the need of having a brand grew beyond the organizations, and began to manifest itself in several purposes projects, such as brand-territory. The present research aims to identify the characteristics of brand development process after a period of 50 years, and to elucidate if the current method of brand conception changes according to the purpose of the project. We selected projects developed to celebrate the last two fiftieth anniversaries of the city of Rio de Janeiro, which had represented two important moments in the history of brands design: 1965 marks the period of consolidation of Brazilian modern graphic design, and 2015 sets the current moment. In order to carry out this investigation, a theoretical and historical research allowed conducting an analysis of the selected projects, as well as the understanding of the changes and classifications of brand in the current scenario. The projects were presented considering the sociocultural and political context, design context, methodologies and aesthetic result. Subsequently, both of them were compared by the same criteria in order to answer the raised questions. The research allowed to identify significant changes in project conceptions between the years 1965 and 2015, mainly regarding the adopted methodologies. It also allowed us to affirm that the process of brand development is constantly evolving.
Throughout the twentieth century, brands designers had as reference and inspiration designers from the modernist period, who were consecrated by their productions, such as the American designer Paul Rand and the Brazilian designers Alexandre Wollner and Aloisio Magalhães. In the course of time, the intensification of globalization, the need of having a brand grew beyond the organizations, and began to manifest itself in several purposes projects, such as brand-territory. The present research aims to identify the characteristics of brand development process after a period of 50 years, and to elucidate if the current method of brand conception changes according to the purpose of the project. We selected projects developed to celebrate the last two fiftieth anniversaries of the city of Rio de Janeiro, which had represented two important moments in the history of brands design: 1965 marks the period of consolidation of Brazilian modern graphic design, and 2015 sets the current moment. In order to carry out this investigation, a theoretical and historical research allowed conducting an analysis of the selected projects, as well as the understanding of the changes and classifications of brand in the current scenario. The projects were presented considering the sociocultural and political context, design context, methodologies and aesthetic result. Subsequently, both of them were compared by the same criteria in order to answer the raised questions. The research allowed to identify significant changes in project conceptions between the years 1965 and 2015, mainly regarding the adopted methodologies. It also allowed us to affirm that the process of brand development is constantly evolving.
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Desing gráfico, Design de marcas, Branding, Identidade visual, Graphic design, Brand design, Branding, Visual identity, Territory brand