Development of visual identity of a design agency based on archetypes

Autores

  • Carolina Bernardi Baronio PECEGE
  • Natália Munari Pagan FEARP/USP/PECEGE
  • Karina Munari Pagan PECEGE/USP

DOI:

https://doi.org/10.22167/2675-441X-20220623

Palavras-chave:

brand, emotions, marketing, strategic asset, symbols

Resumo

A company's brand is not just a name and logo, it is also the company's commitment to customers. Brand is a strategic asset, and therefore, when building a brand, the values, purpose, positioning, and personality of the company are also created. The psychology of archetypes understands the inner meaning of brands and products and helps marketers establish lasting concepts and identities. Archetypes are images, symbols, characters and myths that exist all over the world and transmit information in our collective unconscious. By using archetypes, brands have the ability to connect consumers' most basic emotions and motivations. The objective of this work is to evaluate three logos for a design agency. Three archetypes were defined to develop three logos based on their concepts. The archetypes analyzed here are Mage, Jester, and Creator. A survey was carried out with the brand's target audience to find out if the logo was conveying the archetype's message and defined a positioning for the agency. The results obtained were that it is possible to develop a visual identity based on the concepts of archetypes and pass positive emotions and sensations through them.

Biografia do Autor

Carolina Bernardi Baronio, PECEGE

Especialista em Marketing pelo PECEGE -USP

Natália Munari Pagan, FEARP/USP/PECEGE

Professora orientadora nos cursos de MBA em marketing e varejo físico e online do PECEGE. Mestre em Administração. Doutoranda em Administração.

Karina Munari Pagan, PECEGE/USP

Professora orientadora nos cursos de MBA em marketing e varejo físico e online do PECEGE. Mestre em Administração. Doutoranda em Administração.

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Publicado

2022-08-23

Como Citar

Baronio, C., Pagan, N., & Pagan, K. (2022). Development of visual identity of a design agency based on archetypes. Quaestum, 3, 1–15. https://doi.org/10.22167/2675-441X-20220623

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