Oceanografia UFBA : Desenvolvimento de Marca, Imagem e Identidade

Taboada, Manuela B. (2004) Oceanografia UFBA : Desenvolvimento de Marca, Imagem e Identidade. Other by Creative Works, Universidade Federal da Bahia / Federal University of Bahia.

Abstract

A well-developed brand helps to establish a solid identity and creates support to an image that is coherent to the actual motivations in an institution. Educational institutions have inherent characteristics that are diverse from the other sort of institutions, mainly when the focus is set on its internal and external publics. Consequently, these institutions should deal with the development of their brand and identity system also in a different approach. This research aims to investigate the traditional methodology for brand and identity systems development and proposes some modifications in order to allow a broader inclusion of the stakeholders in the process.

The implementation of the new Oceanography Course in the Federal University of Bahia (UFBA) offered a unique opportunity to investigate and test these new strategies. In order to investigate and relate the image, identity, interaction and experience concepts through a participative methodology, this research project applies the new suggested strategies in the development of a brand and an identity system for the Oceanography Course in UFBA. Open surveys have been carried out between the alumni, lecturers and coordination body, in order to discover and establish a symbol for the course. The statistic analysis of the surveys’ results showed clear aesthetic preferences to some icons and colours to represent the course. The participative methodology celebrated, in this project, a democratization of the generally expert-centred brand development process.

Impact and interest:

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ID Code: 59487
Item Type: Thesis (Other by Creative Works)
Refereed: No
Keywords: corporate identity, branding, educational institution branding, collaborative design, visual communication design
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Visual Communication Design (incl. Graphic Design) (120307)
Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Practice and Management not elsewhere classified (120399)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Institution: Universidade Federal da Bahia / Federal University of Bahia
Copyright Owner: Copyright 2004 Manuela B. Taboada
Deposited On: 30 Apr 2013 00:40
Last Modified: 30 Apr 2013 00:43

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