Abstract
The identity of a territory comprises a complex and dynamic inexhaustible network. This article aims to understand the intersection between this complexity and the process of creating a graphic brand. This study reports on an exploratory project conducted based on a Case Study Research Methodology. As a case study we bring the creation of a new brand identity for Portalegre, a Portuguese city in the Alentejo region of Portugal. We tried to bring to light the visual and conceptual inspiration of the creative process, as well as the justification for the creation of the brand design and the graphic system created around it. As we describe, design plays an enlightening role in the definition of the territory’s identity, resulting in a graphic brand that can be adapted to different contexts and experiences. Which, like the territory itself, can be transformed and enriched over time.
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Acknowledgments
The authors would like to acknowledge all those involved in the project process of Portalegre brand. The marketing team Ana José and António Costa, the multimedia team who did the capture of the images for the movie and social media, Luís Branquinho and Rui Moura and also Ana Carvalho who participates in the application design process of the brand. The video of the brand can be seen in https://youtu.be/8jCXvosJWiQ.
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Martins, J.E., Rijo, C., Barradas, V. (2023). Problematics of a Territorial Brand Visual Identity Creation: Portalegre Territory as a Case Study. In: Raposo, D., Neves, J., Silva, R., Correia Castilho, L., Dias, R. (eds) Advances in Design, Music and Arts II. EIMAD 2022. Springer Series in Design and Innovation , vol 25. Springer, Cham. https://doi.org/10.1007/978-3-031-09659-4_2
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