Identidade visual - marca de cidade: o processo criativo durante a construção de sistemas de identidade visual para o design de marcas em cidades no Estado de São Paulo

Abstract

This research seeks to illuminate one particular field of visual identity that refers to the design of brands, encompassing a relatively new activity in Brazil: the brand design projects for cities. By understanding their creative characteristics, procedures and the process which the designers were involved, this current work bring the discussion to a point of view that seeks to relate the results of the brands, their documentation in manuals and their applications to the development process in which they were generated. Therefore, we will travel on some brands of cities in the state of São Paulo. Using as example three cases, we will relate what was actually done and on what theoretical and practical research basis was done. We will try to know, describe and deepen our knowledge to this professional segment and its peculiarities.