The Graphic Design of the Brand text Electronic books. xx 2018 monographic eng 1 online resource (213 pages) This book focuses on the various vectors of visual communication, particularly on contemporary brands as social phenomena, culture and the way people communicate and create meanings, from a designer's perspective. It brings together contributors experienced in the creation and management of international brands. It relates knowledge acquired by the professional design practice with that provided by the research process, and gives an unusually holistic and humanistic view of brands and brand marks, illustrated with concrete examples. The brand is viewed from the perspectives of communication, design, symbolic, culture, aesthetics, visual perception and brand management. Each chapter is inscribed in a sequential logic to explain the relations between visual communication, design and the brand, considered as a social, cultural and symbolic phenomenon, particularly in contexts where it impacts on people's lives. Introduction / Daniel Raposo -- Graphic design versus design management / Joan Costa -- Communicating visually / Daniel Raposo -- An imagined being: the stereotyped influence of places / Francisco Providência -- Types and stereotypes of brand marks / Eduardo Herrera and Leire Fernández -- The brands and the circle of time / Albert Culleré -- The same brands but different / Emílio Gil -- Brand's identity and visual culture / Fernando Oliveira -- Images that brands / Félix Beltran -- Typography that brands / Bruno Maag -- Compliment to the simplicity of the form / Daniel Raposo -- Final remarks -- Contributors -- Glossary. edited by Daniel Raposo. Graphic design (Typography) Visual communication Z246 .C666 2018 741.6 Raposo, Daniel Newcastle-upon-Tyne : Cambridge Scholars Publisher,c2018 9781527518476 https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5549069 https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5549069 https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5549069 https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=5549069 MiAaPQ 211129 20220124144041.0 EBC5549069 eng