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Redesigning the Visual Identity of Non-profit Organizations: The Case Study of Escola Oficina

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Communication Design and Branding

Part of the book series: Springer Series in Design and Innovation ((SSDI,volume 32))

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Abstract

This article seeks to analyze the importance of Corporate Visual Identity (CVI) for non-profit and social solidarity organizations. It starts from the case study of Escola Oficina (EO), where an evaluation and consequent redesign of its CVI was developed. This study, developed within the ECHO research project, funded by the Fundação para a Ciência e Tecnologia (FCT), arose from a problem, identified by EO itself, that consisted of making known the activity developed and, above all, to minimize the generalised distrust of consumers regarding its products. EO is a social project located in Vila Nova de Gaia, in northern Portugal, and its main goal is to empower and prepare unemployed citizens, namely from vulnerable communities, for a future integration into the labour market. This chapter is based on a Case Study methodology, supported by a literature review and exploratory interviews. The main results were the development of a new corporate visual identity solution for Escola Oficina, in response to the problems identified in this study.

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Acknowledgements

This project was founded by the Portuguese Foundation for Science and Technology (FCT) under the reference EXPL/ART-DAQ/0037/2021.

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Authors and Affiliations

  1. School of Design, Polytechnic Institute of Cavado and Ave, Barcelos, Portugal

    João Vasconcelos

  2. Research Institute for Design, Media and Culture, School of Design, Polytechnic Institute of Cávado and Ave, Barcelos, Portugal

    Nuno Martins

  3. CECS, Institute of Social Sciences, University of Minho, Braga, Portugal

    Daniel Brandão

  4. University of Aveiro, DigiMedia, DeCA, Aveiro, Portugal

    Leonardo Pereira

  5. Research Centre for Architecture, Urbanism and Design, Polytechnic Institute of Castelo Branco, Castelo Branco, Portugal

    Daniel Raposo

Authors
  1. João Vasconcelos
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  2. Nuno Martins
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  3. Daniel Brandão
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  4. Leonardo Pereira
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  5. Daniel Raposo
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Corresponding author

Correspondence to Nuno Martins .

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Editors and Affiliations

  1. Research Institute for Design, Media and Culture School of Design, Polytechnic Institute of Cávado and Ave, Barcelos, Portugal

    Nuno Martins

  2. Research Centre for Architecture, Urbanism and Design, Polytechnic Institute of Castelo Branco, Castelo Branco, Portugal

    Daniel Raposo

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Vasconcelos, J., Martins, N., Brandão, D., Pereira, L., Raposo, D. (2023). Redesigning the Visual Identity of Non-profit Organizations: The Case Study of Escola Oficina. In: Martins, N., Raposo, D. (eds) Communication Design and Branding. Springer Series in Design and Innovation , vol 32. Springer, Cham. https://doi.org/10.1007/978-3-031-35385-7_4

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  • DOI: https://doi.org/10.1007/978-3-031-35385-7_4

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35384-0

  • Online ISBN: 978-3-031-35385-7

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