The integration of typological appraisal into the design process for trademarks

Abstract

In view of the mimicry perceived in the formal expression of trademarks in certain consumer sectors, this practice-based research evaluates, through three practical approaches, whether this phenomenon is a factor to consider when designing these identity devices.

The first validation is the case study of the Universitat de Barcelona, where a typological appraisal can be integrated into the redesign process of its trademark. The second typifies the relationships between the verbal and visual sign which are perceived to be adopted by trademarks, and includes a classification proposal. Finally, in order to integrate a typological appraisal into the design process in a practical way, the thesis offers an online consultation tool with open access. This allows the verification of formal features that coincide among trademarks, thereby placing them in a particular sector or indicating the common characteristics of their positioning.

The results obtained can facilitate a methodological design process for visual identity devices, appraising typological suitability according to the conventions embedded in the categorisation systems of products and services, and thus in the perception of the target audience for whom they are intended. The potential of this tool goes beyond design practice, enabling an analysis of the typological visual expressions of trademarks in other areas of study that consider the social, economic and political impact of these devices.

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Identifiers

ORCID for Joanne Roberts: orcid.org/0000-0001-5337-1698

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