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The integration of typological appraisal into the design process for trademarks

The integration of typological appraisal into the design process for trademarks
The integration of typological appraisal into the design process for trademarks
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.
University of Southampton
Ribot Puntí, Francesc
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Ribot Puntí, Francesc
a1ab1b95-4001-4286-a812-b73255aeccf3
Bishop, Ryan
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Roberts, Joanne
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Ribot Puntí, Francesc (2019) The integration of typological appraisal into the design process for trademarks. University of Southampton, Doctoral Thesis, 273pp.

Record type: Thesis (Doctoral)

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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Published date: May 2019

Identifiers

Local EPrints ID: 437703
URI: http://eprints.soton.ac.uk/id/eprint/437703
PURE UUID: 52043c38-4d09-4fc2-810a-7ca0db1eb2e5
ORCID for Joanne Roberts: ORCID iD orcid.org/0000-0001-5337-1698

Catalogue record

Date deposited: 12 Feb 2020 17:31
Last modified: 13 Dec 2021 03:10

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Contributors

Author: Francesc Ribot Puntí
Thesis advisor: Ryan Bishop
Thesis advisor: Joanne Roberts ORCID iD

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