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PhD student

Daniel Raposo Martins.

PhD supervisor

Eduardo Herrera Fernández, PhD

PhD co- supervisors

Fernando Moreira da Silva, PhD

Joan Costa Solà-Segalés, PhD (h.c.)

"Despite increasing research on the subject, little guidance is available to assist corporations in selecting typeface to create strategically important impressions.”

Henderson, Giese and Cote (2004, p.3)

Throughout their professional activity communication designers develop visual forms with a particular purpose and symbolism, usually presented to the client along with a justificatory text. In Corporate Visual Identity's case, identity manuals are developed where the rules of the good use of visual signs and their justification are presented.On the other hand, it seems to be that the general public does not always decode the visual forms as intended.

In contrast to designers' intention, the signs of corporate visual identity are reinterpreted, resignified and often distorted through the disregard of established norms.

In fact, there is a lack of studies that facilitate designers' task of creating understandable meanings by third parties, and on the other side, that prove whether the non-implementation of the norms of a corporate visual identity manual is harmful.This section describes the course of my PhD, which seeks to ascertain the importance of the letter in the formation of the Corporate Image.

 

Research Status

• PhD Examination, at 10:30 am, May 24, 2012 at Cube – Faculdade de Arquitectura da Universidade Técnica de Lisboa, approved with the classification "Very Good, cum laude". Quarta, 30 de Maio, 2012