Smart brands and identities: building friendly bridges between design and smartness

Lelis, Catarina ORCID: (2021) Smart brands and identities: building friendly bridges between design and smartness. Interaction Design & Architecture(s) Journal (IxD&A), 47. ISSN 1826-9745 (In Press)

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When adapting an environment toward making it smarter than it is, every user is expected to develop a certain degree of design literacy to effectively contribute with and make use of relevant data. Little research has been done regarding both the expected level of users’ design literacy in smart environments and the developmental tactics for these essential skills to be acquired. Simultaneously, there is little acknowledgement of the relevance of these environments’ brands as important assets in supporting design literacy. This paper speculates on the relevance of investing in “smart visual identities”, which configure as a meaningful and holistic branding resource. Hermeneutics informed the qualitative analysis of content in this research. Two essential dimensions of smart visual identities were identified, and a definition of “smart brand” is proposed, suggesting that highly relatable brand identities allow individuals develop their design literacy while users of a smart learning environment.

Item Type: Article
Uncontrolled Keywords: Visual Identity; Dynamic Brands; Learning Ecosystems; Smart Brand, Smart Campus
Subjects: Education > Academic identity
Media > Branding
Arts > Computer art
Graphic arts > Graphic communication
Graphic arts > Graphic design
Business and finance > Small business > Innovation
Computing > Innovation and user experience
Computing > Intelligent systems
Social sciences > Communication and culture
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Depositing User: Catarina Lelis
Date Deposited: 30 Mar 2021 10:46
Last Modified: 28 Aug 2021 07:15


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