Typography: the constant vector of dynamic logos

Lelis, Catarina ORCID: https://orcid.org/0000-0003-4402-8876, Leitao, Sandra, Mealha, Oscar and Dunning, Ben (2020) Typography: the constant vector of dynamic logos. Visual Communication. ISSN 1470-3572 (In Press)

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Abstract

Visual identities can be constructed from a number of elements which together can be described as the Visual Identity System (VIS). Typography is one of the VIS’s central elements. Typically, the VIS elements have been considered as static and associated with prescribable visual mandates; however, the hypermodernity paradigm boosted the notion of mobility in everything – and brands are no exception. Brand’s logos now change in shape, colour, wear different textures, and sit on top of a variety of backgrounds. All this incredible flexibility has implications for their typographical elements too. In the empirical part of this research, 50 dynamic logos were selected, grouped according to van Nes’ categories (2012), and the changes on their typographic components were analysed under the Multilingual Typeface Anatomy Terminology framework (Amado, 2012), firstly by the researchers, and then by a group of independent coders. It was verified that dynamic logos present a consistent pattern regarding typography since they preserve consistency through type’s structural axes. This result led to a set of recommendations for both designers working with type in the context of the (re)design of dynamic logos, and academics preparing the next generation of brand designers. This research aimed at identifying the typographical inroads in brands with dynamic logos, and is a relevant contribution to the perception of how the anatomy of type can define visual consistency.

Item Type: Article
Additional Information: This is an author accepted manuscript of a paper due to be published in the journal of Visual Communication.
Subjects: Media > Branding
Computing > Innovation and user experience > Computing interaction design
Graphic arts > Graphic communication
Graphic arts > Graphic design
Media > New media and new media theory
Social sciences > Communication and culture
Related URLs:
Depositing User: Catarina Lelis
Date Deposited: 06 Oct 2020 15:14
Last Modified: 08 Oct 2020 16:07
URI: http://repository.uwl.ac.uk/id/eprint/7368

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