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

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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
Identifier:	10.1177/1470357220966775
Additional Information:	Lelis, C. et al. Typography: the constant vector of dynamic logos. Visual Communication. December 2020. © The Author(s) 2020. DOI:10.1177/1470357220966775 This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
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:	Publisher
Depositing User:	Catarina Lelis
Date Deposited:	06 Oct 2020 15:14
Last Modified:	04 Nov 2024 11:47
URI:	https://repository.uwl.ac.uk/id/eprint/7368

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